The Six Best Practices of Real Estate Social Media

Dec 15, 2023

For all its pros and cons, social media offers perhaps the most targeted and most effective platform for real estate agents to communicate with potential clients. Instead of whispering to the masses, social media gives you a direct line to a highly qualified audience — in other words, people looking to buy or rent your properties.

You can build a community, respond to comments, and watch those “likes” transform into “let’s meet” messages. Yet most people — real estate agents included — struggle with getting the most out of their social media channels. Whether they need to produce great content or need to build a sound strategy, agents typically can use some help. 

Let’s take a closer look at what social media can do for the highly competitive world of marketing properties. In this post, we’ll review the essential best practices for real estate social media and how it can do so much more than just help you sell a house. 

The Best Social Media Platforms for Real Estate

One of the first decisions you’ll need to make about building a social media strategy is which platforms to use. While there are many choices out there, we’ll focus on the few big ones that provide the most potential for connecting with people shopping for properties to buy or rent. 

Facebook offers a wide reach, diverse user base, and a highly targetable marketing platform, making it an ideal channel for posting property listings, sharing blog posts, and interacting with followers. 

Instagram, with its visual-centric approach, is perfect for showcasing high-quality images and videos of your properties. It also provides easy and immediate communication tools, so people can contact you with the tap of a finger.

LinkedIn caters to a more professional audience and is excellent for networking and establishing your credibility in the industry. It’s not ideal for listing properties, however.

Some popular social media platforms such as Pinterest, Snapchat, and X (formerly Twitter) may offer some limited marketing opportunities but haven’t proven to be highly effective at selling real estate. For real estate agents, Facebook, Instagram, and (for some) TikTok tend to be the most beneficial due to their visual nature and massive base of active users.

Six Must-Do Practices for Real Estate Social Media

1. Be Professional

Professionalism on social media is key. As a real estate agent, your online presence should reflect your expertise and reliability. Ensure that all posts are well-written, free from errors, and respectful. Your profile should include your contact information, professional photo, and a clear description of your services.

Now, that doesn’t mean you can’t have fun! A trustworthy real estate social media account can be simultaneously humorous, energetic, or even silly — as long as it’s executed according to high professional standards.

2. Create High-Quality Content

Content is everything on social media. High-quality images and videos can attract attention and spark interest among potential clients, and the better it is, the more shareable it becomes. It’s almost always worth the investment to hire professionals to help you create magazine-quality photos and reels that showcase your personality as an agent and highlight the best features of your listings in the best light possible.

When it comes to quality, it can be beneficial to have a mix of both professional and amateur content in your social posts. Premium content produced by experts goes a long way in winning over new clients and boosting your brand. Yet posting informal reels of yourself sharing updates or stories of your day-to-day work can also help you come across as relatable and authentic.

Valuable content can also inform, educate, or even entertain your audience. While posts like market updates, home improvement tips, or neighborhood guides may have some value, it’s far better to think outside the box and create content that’s truly valuable to your audience. Remember, the more value you provide, the more likely followers are to engage with you and view you as a trusted expert.

3. Advertise on a Small Budget

Social media advertising is a powerful tool for reaching a targeted audience. Platforms like Facebook allow you to customize ads based on a long list of demographic and psychographic factors, including location, age, interests, and more, ensuring that your ads are seen by those most likely to be interested in your services.

One nice feature about advertising on social media is that you don’t have to break the bank to be effective. Highly targeted social media ads don’t require the huge budgets that mass media demands. 

4. Engage With Your Audience

Social media is just that: social. Take the time to build authentic relationships with your audience and regularly engage with them by promptly responding to comments, answering queries, and appreciating their interaction. You’ll foster trust while boosting your visibility due to the increased engagement, and more engagement means greater exposure. 

5. Take Advantage of User-Generated Content

User-generated content, such as reviews and testimonials, can be a great tool for enhancing your credibility. And they do most of the work for you! Start by encouraging satisfied clients to share their experiences on your social media pages. If they’re up for it, consider shooting a video in which you can interview them about their experience buying or selling a home. 

This kind of authentic feedback does impact potential clients’ buying decisions. Ninety-five percent of consumers read online reviews before purchasing a product. 

6. Put Analytics to Work

As with any digital marketing platform, monitoring social media analytics is key to understanding how well your efforts are performing. These measurable insights can help you optimize your content strategies for the best results. If you’re going to put in the effort, you need to understand what works and what doesn’t.

There are numerous measurements for social media performance. Beyond basic likes and shares, you can also gauge your effectiveness through reach, impressions, click-through rates, website traffic, search engine results, and many other quantitative benchmarks.

You Have the Content. Now What?

Creating engaging content is just one piece of the puzzle. A strategic approach to posting and promoting this content is equally important. That’s where Absolute Altitude can help.

When you partner with Absolute Altitude, you can always count on the highest quality video and photography, including eye-catching reels and agent videos. You also get access to our social media partner, Cottrill Creatives, who offers specialized social media services created especially for real estate agents.
Contact us today and discover how Absolute Altitude can elevate your real estate business.

We plan your shots

Planning is key to capturing effective B-roll. Typically we are following a custom script that details each shot we want to get while we are at the property. 

We do this to make the best use of your time, and to make sure we can get in and out of the shoot efficiently.

We also specialize in the direction we give to the agent or other hired talent. The fact that we have experience in story-telling and directing people on what to do when adds big-time value.

We often identify unique features and architectural details that deserve attention. Consider the story you want to tell about the property – is it modern and sleek, cozy and rustic, or luxurious and opulent? Absolute Altitude will tailor your B-roll shots to align with this narrative.




     A focus on details

    Close-up shots of design elements like doorknobs, light fixtures, backsplash tiles, and unique architectural elements can add significant value. These shots give potential buyers a closer look at the quality and design features that set the property apart. Use a long lens if necessary to capture intricate details clearly.

    To make your video dynamic and engaging, we  vary your shots in terms of angles and movements. Here are a few techniques:

    • Panning: Slowly move the camera from one side to another to reveal a room or a feature.
    • Tilting and Pedestal Movements: Move the camera up and down to show the height and space either using a hinge or pole.
    • Tracking: Move the camera along a path, following a subject or moving through a space.
    • Static Shots: Hold the camera steady on a tripod to focus on specific elements.


    We Use the right equipment

    While a high-quality camera is essential, additional equipment can elevate your B-roll footage. We often get feedback about our price points, and that others are more affordable. We are very transparent about the quality we bring to each project. This means that we use the best equipment to capture high-resolution footage that is in focus, doesn’t shake, and is the appropriate color. We take pride in using the latest tech to make sure our clients and their collateral are captured in cinematic-quality footage.

    Some basic tools we use are (If we listed everything it would be a whole other blog, but here is a short break down of the types of tools that are in the back of our vehicles):

    • Gimbal: For smooth, cinematic shots, especially when moving through spaces.
    • Tripod: For steady, static shots that highlight specific features.
    • Wide-Angle and Prime Lenses: To capture more of the space in a single frame, giving viewers a comprehensive view. Prime lenses have a fixed focal length for tack-sharp images and dreamy depths of field.
    • Specialty lighting: Our lighting kits for high-end shoots are something that you will not find in your average real estate on-site shoot project.
    • Multiple cameras that are specific to the type of scene we are shooting.
    • Drone: For breathtaking aerial shots that showcase the property’s location and surroundings.
    • All the portable power and batteries to power your project!




    Final thoughts

    Capturing compelling B-rolls for real estate videos involves thoughtful planning, attention to detail, and the right equipment. Depending on the project we could have a multi-age script that we have crafted to make sure we create wow-worthy experiences for your portfolio.

     By focusing on the unique aspects of the property and using various shooting techniques, we can create a rich, immersive video that stands out to potential buyers. Remember, the goal of B-roll is to enhance the story you’re telling about the property, making it more appealing and memorable and that is our favorite story to tell.

     Joel Yocca is the man with the plan, the owner & CEO of Absolute Altitude. The A2 team is prepared to provide you with the assets you need to level up in any market.



    B-Roll Basics

    B-Roll Basics

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