Sunday February 7, 2021 By David Quintanilla
Why Real Estate Agents are Prioritizing Social Media More than Email in 2021

Like most sectors, the true property trade has been massively impacted by the COVID-19 pandemic. In contrast to many small companies, nonetheless, companies are additionally encountering a booming market.

Throughout 2020, social media turned a essential device for actual property brokers. Actual property has historically been an trade that makes use of older college advertising strategies (e.g., print promoting) and has relied on in-person conferences. Nevertheless, brokers are more and more embracing social media as a way to showcase their worth, and their properties, nearly. And that is turn out to be a vital factor within the time of social distancing. 

A recent study carried out by actual property web site, The Shut, discovered that 44% of brokers mentioned that they gained a brand new shopper in 2020 on account of posting on social media. In truth, social media was solely second to referrals for acquiring new listings final 12 months. 

Maybe extra curiously, when requested to select the place they’re going to concentrate on rising their enterprise in 2021, 82% of brokers selected “enhance social media presence.” Social media reigned, even over e-mail advertising efforts. 

(Be aware: Brokers have been allowed to select a number of picks for this query)

Brokers are leaning even additional into social media this 12 months – in response to the National Association of Realtors, there are roughly 1.4 million licensed actual property brokers in America, and brokers have a median age of 55 years outdated. Nevertheless, brokers of all ages appear to be embracing even the most recent platforms. 

On audio-based social media app Clubhouse, there at the moment are dozens of actual property golf equipment on the app, and a few have sizable membership. The aptly named “Actual Property Membership,” for example, has virtually 13,000 followers and seven,000 members. Others have equally spectacular followings regardless of the app’s early phases. 

Even TikTok, which is dominated by Gen Z, usually sees viral and in style actual property content material from agents of all ages, and Nextdoor, the hyper-local app for native neighborhoods, affords advert choices particularly for real estate agents

Actual property brokers who’re embracing social media efficiently can emerge as leaders of their communities. Whereas social media manufacturers and influencers with enormous followings are inclined to dominate a lot of the dialog, brokers who spend money on creating hyper-local content material that resonates with their neighborhood can place themselves as market leaders.

Many brokers are additionally embracing prime video advertising developments. For instance, on-line video maker, Animoto, features real estate agents who make hyper-local movies with their platform, which frequently see tons of of shares on Fb, with minimal advert spend. 


With 44% of actual property brokers getting a brand new shopper from posting on social media over the past 12 months, it’s evident that social platforms will not be only a branding avenue – they will really drive enterprise for the biggest of purchases. 

This would possibly clarify why extra brokers are investing in bettering their social media presence than they’re e-mail advertising or web optimization in 2021. Brokers who concentrate on crafting hyper-local content material can goal prospects, and place themselves as personable specialists of their space. 

The pandemic has sparked extra brokers to point out what they’re doing for his or her shoppers and their listings nearly on social media. Nevertheless, it’s apparent social media has endurance – and with brokers of all ages succeeding on even the trendiest of platforms, there actually aren’t any excuses for the brokers to sleep on cultivating a powerful social media presence.

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