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How effective is social media in getting new real estate clients?
“Content is a way to stand out in the sea of sameness.”
The use and effectiveness of social media in home sales varies by real estate agent, but experts say platforms like Facebook, Instagram, and TikTok are playing an increasing role.
Katie Lance is chief executive officer of Katie Lance Consulting, a firm that specializes in training real estate agents on how to use social media effectively. She said the platforms aren’t for everybody, but agents who are comfortable using them can greatly expand their reach — and that will ultimately help them sell homes.
“Agents need to be where their clients and potential clients are,” Lance said. “Something to think about is building assets that you own — things like building your email database, building your content strategy — because content is a way to stand out in the sea of sameness.”
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Lance said LinkedIn is a good platform for people who are just getting started with social media. That platform is not just limited to job seekers, and it’s often one of the first things that appears in the results when a potential client Googles your name.
“If your profile is out of date or there’s not a lot of information about you, there’s the perception that you’re no longer in business,” she said. “So update your LinkedIn profile. Next time, brag a little about yourself and talk about why you love what you do. Then share your expertise.”
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Spending a few minutes a day on the platforms engaging with people and sharing one’s expertise helps build and maintain your online network. It takes time, consistency, and thoughtfulness to build a powerful network.
Lindsay Favazza, vice president of marketing for Lamacchia Cos., said social media definitely helps drive sales, but the effect isn’t immediate or direct.
“I tell agents, ‘You’re building a community of people who trust you, that get to know you on a deeper level and that will want to work with you once they’re ready to buy or sell a home,’” Favazza said. “It is not an instant lead or sale generator.”
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Favazza said agents should be as authentic as possible on social media but avoid polarizing topics like politics. Videos are best if agents are comfortable on camera, but still photos and written posts also are good. The key is to post relevant content regularly. Agents should pick a frequency they can maintain throughout the year and try to avoid burying followers in content.
“Agents should use the platforms that they’re most comfortable with and that they will use consistently,” she said. “Because if you can’t maintain it, you’re not going to get any benefit out of it. Then you’ve got to be willing to engage with your audience. And you have to be willing to post content that’s relevant to your audience, not just to you.”
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She said Anthony Castellano is a Lamacchia realtor who has found success with social media. He primarily uses Facebook, whose users tend to skew older, and Instagram, whose users tend to be younger. He posts listings, sales, pictures of his calendar on a busy day, showings, and the occasional golfing picture.
“The main goal is really just to be there and be seen,” Castellano said. “I want to be top of mind for people. I send mailers, and I have my email list. It’s a multifaceted approach, but in my opinion, social media is the best way to stay in front of clients — past clients and potential future clients — without really being in their face. When they think it’s time to buy or sell a house, or they want to buy that investment property, ideally, they’re thinking about Anthony Castellano.”
The agents we spoke to said they have never sold a home based on a single social media post but that clients genuinely appreciate seeing their properties promoted on social media.
Michael Carucci, executive vice president of Gibson Sotheby’s International Realty, said he considers social media part of his branding efforts. His posts are regular, business-related, and intentional.
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“Social media is an essential tool that increases visibility and reach,” Carucci said, “but I think it’s really more about branding than making a direct sale out of it. And you really need to proceed with caution, because I think there’s a tendency for people to overshare information. It gets overwhelming to people. It’ll dilute your brand and the impact of your content.”
Carucci posts things like listings, sales, and market information, but you won’t find him uploading dance videos on TikTok. He uses social media purposefully because he doesn’t think his clients want to see his face every time they log on to their computers. His strategy is to post relevant information to his clients, current and potential.
“A good round number is every year we pick up about 10 percent more new clients,” he said. “Social media is a good component of that. Because of my market, LinkedIn is more effective than Facebook will ever be, and right after LinkedIn would probably be Instagram.
“My clients aren’t as active on social media as other people are. Agents should use it to give their brand the largest reach. And if you’re doing it right, it only makes sense that you will bring in additional revenue. But if you’re doing it because you want to use social media to double your business, that’s not going to happen.”
Jim Morrison can be reached at [email protected]. Follow him on X @jimmorrison617. Follow Address on X @GlobeHomes.
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