How Top Agents Are Leveraging Social Media To Sell Homes In 2022

Is social media even now value the financial investment? In the entire world of extremely-luxurious genuine estate, the reply is a resounding of course, in accordance to best brokers all over the world.

With an estimated 3.96 billion (and escalating) globally, social media has altered how we interact with a person another. This is primarily true in a industry these types of as real estate the place communication is essential to remain forward of the activity. Right here, numerous agents and brokers share why social platforms stay a crucial aspect of luxury real estate marketing and advertising.

Making A Personal Brand name On the net

Though most agents concur social media can be a good gross sales resource, Jessica Gooch, a genuine estate agent with Willis Allen Authentic Estate in San Diego, cited it as a wonderful way of constructing up an agent’s personal model.

“Nothing can acquire the place of confront-to-deal with engagement but social media is in a position to go over and above print media because it lets you to showcase on your own and your providers on a extra personalized level your persona, your likes, and dislikes. This will help aid a link that you are not able to get with any other form of advertising,” she stated.

The agent says that, for new clientele, leveraging social instruments makes it possible for them to do their research and vet pros “without fear of staying in a high-force circumstance.”

“Unlike a bench or billboard advertisement which just demonstrates your identify and a photo with a drawn-on mustache, social media permits you to showcase your experience so anybody who follows you is going to truly feel empowered with the understanding they gain.”

Cultivating A New Customer Base

Paul Salazar, Estates Director of Beverly Hills-dependent brokerage Hilton & Hyland, uses video-sharing platforms these types of as Instagram and YouTube to build source resources for his developing number of followers. By sharing new listings, neighborhood tours and pro ideas for prospective buyers and sellers, Salazar has employed social to cultivate an totally new customer foundation.

“Some of my customers have met me through my Instagram Dwell feed wherever I invest 30 minutes walking close to a new listing and answering their concerns. Platforms like Instagram, YouTube, and TikTok have allowed me to communicate with shoppers on a larger scale. If I want to provide data or get a concept across to hundreds or even hundreds of individuals I can do so by working with social media platforms,” he mentioned.

Like Salazar, Josh Peters, a founding partner and broker at Scottsdale-based mostly RETSY, has had immense accomplishment interacting with customers and sellers on platforms these kinds of as Instagram.

“Last year, I sold about $20 million in luxurious authentic estate from customers who found me on Instagram,” he shared.

Peters suggests his aim on social media is to showcase each luxurious properties and the life-style that appear with them. “Overall, communicating as a result of social media has been a huge reward and a terrific way to stay related with previous, current and long term shoppers.”

New Modes Of Communication

When it arrives to the upcoming generation of homebuyers, forget calling or texting and be well prepared to interact by way of DMs (immediate messages), according to Jamie Baker, broker-owner of Houston-based Baker & Co.

“I have uncovered a great deal of millennials and young generations want DMs and are far more responsive to this avenue of communication. Of course, this depends on the one of a kind personal,” Baker shared.

Doug Robinson, an agent with CDR San Miguel in San Miguel de Allende, Mexico, has witnessed first-hand how social platforms can assistance not just an unique, but a community.

“There’s a incredibly energetic Facebook discussion listing just for citizens and individuals who are curious about relocating in this article. Because of the principles related with this discussion discussion board, I am careful not to blatantly market my company, but I am on there at the very least at the time a day to response general issues about acquiring or promoting assets below, and individuals respect it,” he explained.

The agent extra that he marketed all over fifty percent a dozen qualities from answering thoughts and interacting on Fb by itself.

Obtaining Intel Goes Equally Means

How agents leverage social channels, specially in phrases of an agent’s internet marketing and manufacturer approach, is extra significant than ever. But it is also a way for brokers to vet who they operate with, according to Ryan Knowles, founder and CEO of the luxurious boutique company MAISON Bahamas.

“The profit from our point of view is that we also get to glean a great deal of particular details on our clientele, for illustration, what is significant to them – regardless of whether that be relatives, sporting activities, charity, or a thing else. It pulls back again the veil in a way that would ordinarily take a long time of finding to know anyone,” Knowles explained.

Knowles notes that the reverse is also genuine and implies that it is okay to share interests and personal information but preserve it professional. “If your web site is crammed with shots of you downing beers or partying in nightclubs, they will think you really do not just take your career quite critically. No matter how ‘fun’ your page is, a baseline degree of professionalism should really often be taken care of.”


Baker & Co., CDR San Miguel, Hilton & Hyland, MAISON Bahamas and Willis Allen Actual Estate are unique customers of Forbes International Properties, a consumer marketplace and membership community of elite brokerages promoting the world’s most luxurious households.