Social Media’s Role in the Real Estate Industry

The connectivity fostered by social media has altered the landscape of real estate, impacting buyers and sellers alike.

Social media is undoubtedly one of the most pervasive aspects of society today. Its advent has impacted nearly every industry, especially relationship- and interaction-driven fields like real estate. Through the simple acts of liking, tagging and sharing, social media creates an arena for a single piece of content to take on a life of its own, providing endless potential for those who harness it properly. This fact alone explains why platforms created to bring people closer together have become an integral aspect of marketing homes—and why real estate industry professionals must integrate them into their daily work to find success.

“Being able to create custom content for audiences is an amazing tool,” said Ted Kuhlmann, a real estate broker with Berkshire Hathaway HomeServices KoenigRubloff Realty Group. “When I have a new listing, social media makes it easy to reach people in the same geographic area. When I have a closing I want to tell my personal sphere about, I can easily do so as well.”

The immediacy with which a social media post can reach a target market is invaluable to real estate professionals seeking the most qualified buyer. The shift in practice leads to tenfold the impressions for any given property, helping speed up the home selling process, which leads to better returns for the seller. Beyond that, social media presents the opportunity for buyers to engage with a property in a way that inspires a more visceral connection.

“The ability to interact with a property listing makes it much more real to consumers,” Kuhlmann continued. “It’s so much more effective than a simple print ad, which will be forgotten seconds after it’s seen. Being able to engage and continue a conversation makes a social media post more effective than other, more antiquated mediums.”

Kuhlmann said he posts professional content on his Instagram and Facebook pages daily, aiming to engage his end user through timely, relevant and interesting content. Between posts featuring quality virtual tours and professional photography that lets buyers experience a home firsthand, Kuhlmann advocates for discussion and interaction through weekly giveaways. Not only is the content compelling, but it also grows organically to extend his reach even further than his nearly 3,000 followers.

“I constantly have people tagging their friends in my posts, which brings in a specific set of eyes that I didn’t expect to see it,” he said. “People love to share posts with others they feel will appreciate them, which is a massive payoff for my time and effort developing social content because it’s consistently getting in front of the right people.”

As far as the best ways sellers can utilize social media to maximize returns and speed of sale, Kuhlmann pointed to the value of industry experts capable of effectively harnessing the power of social media to reach a larger number of legitimate buyers faster.

“The most straightforward way sellers can leverage social media when putting their home on the market is working with a realtor who understands the importance of these channels, has a strong following and is proactive about posting professional content,” he said, explaining that savvy real estate brokers often “boost” posts to get the content in front of the most relevant audience possible.

“Nearly everyone is on social media, so why not use the medium to showcase the properties we want to sell?” Kuhlmann asked. “No longer is the Sunday paper the source that all buyers use. In fact, most buyers under 40 don’t even read newspapers.”

By neglecting to use social media to market properties, sellers lose the opportunity to get their property in front of the largest number of ideal buyers. This risks settling for fewer showings and, as a result, a lower sales price.

“Getting maximum exposure immediately will always lead to faster sales at higher prices,” Kuhlmann emphasized.