MAXIMIZING THE POWER OF SOCIAL MEDIA
YARED HAGOS & CHRISTEN SACHS
UNDERSTANDING THE IMPACT OF SOCIAL MEDIA ON LUXURY REAL ESTATE
EXPANSIVE REACH AND GLOBAL AUDIENCE
SOCIAL MEDIA PLATFORMS HAVE OVER 4.8 BILLION USERS GLOBALLY, OFFERING MASSIVE EXPOSURE.
47% OF LUXURY REAL ESTATE BUYERS ARE FOREIGN INVESTORS, MAKING GLOBAL REACH ESSENTIAL.
STUDIES SHOW THAT 92% OF HOME BUYERS USE THE INTERNET DURING THEIR SEARCH, AND SOCIAL MEDIA INFLUENCES OVER 40% OF LUXURY HOME PURCHASING DECISIONS.
INSTAGRAM, A POPULAR CHOICE FOR REAL ESTATE, HAS OVER 1.4 BILLION USERS, WITH STRONG ENGAGEMENT IN HIGHEND MARKETS.
40% OF CONSUMERS DISCOVER NEW BRANDS THROUGH SOCIAL MEDIA, SHOWING THE POWER OF BRANDBUILDING.
SOCIAL MEDIA LETS AGENTS PROMOTE THE LIFESTYLE ASSOCIATED WITH LUXURY REAL ESTATE, INCREASING EMOTIONAL CONNECTION AND INTEREST.
VISUAL-DRIVEN APPEAL FOR LUXURY PROPERTIES
LUXURY REAL ESTATE
RELIES HEAVILY ON HIGHQUALITY VISUALS TO CONVEY QUALITY, VALUE, AND EXCLUSIVITY.
INSTAGRAM, FACEBOOK, AND TIKTOK’S
VISUAL FORMATS ARE IDEAL FOR PROPERTY SHOWCASES, ESPECIALLY 360DEGREE VIDEOS AND VIRTUAL TOURS. PROPERTIES WITH HIGHQUALITY PHOTOS
SELL 32% FASTER AND 68% ABOVE ASKING PRICE. REELS, STORIES, AND SHORTS
ENABLE AN INDEPTH EXPERIENCE FOR POTENTIAL BUYERS.
CHOOSING THE RIGHT SOCIAL MEDIA PLATFORMS
INSTAGRAM FOR VISUAL APPEAL:
WITH OVER 1 BILLION MONTHLY USERS, INSTAGRAM’S IS IDEAL FOR SHOWCASING HIGHQUALITY PHOTOS AND VIDEOS OF LUXURY PROPERTIES.
FACEBOOK FOR TARGETED ADVERTISING:
FACEBOOK’S ADVANCED TARGETING OPTIONS ALLOW REAL ESTATE AGENTS TO REACH SPECIFIC DEMOGRAPHICS, SUCH AS AGE AND LOCATION MAKING IT INVALUABLE FOR REACHING THE RIGHT BUYERS.
YOUTUBE FOR VIRTUAL TOURS:
VIDEO IS ONE OF THE MOST EFFECTIVE WAYS TO ENGAGE BUYERS. YOUTUBE’S PLATFORM REACHES 81% OF ADULTS, MAKING IT AN EFFECTIVE TOOL FOR SHARING PROPERTY TOURS. YOUTUBE IS ALSO THE SECOND MOST USED SEARCH TOOL ON THE INTERNET.
LINKEDIN’S PROFESSIONAL ENVIRONMENT SUPPORTS THE CREDIBILITY AMONG OTHER PROFESSIONALS, IDEAL FOR LUXURY REAL ESTATE ADVISORS. LINKEDIN FOR NETWORKING:
TIKTOK FOR NICHE APPEAL:
TIKTOK IS A GREAT PLATFORM TO CREATE BRANDING AND ALSO AWARENESS FOR THE YOUNGER AUDIENCE. TIKTOK IS ALSO BECOMING A POPULAR SEARCH ENGINE.
CONTENT STRATEGIES FOR LUXURY REAL ESTATE SOCIAL MEDIA
LEVERAGING USERGENERATED CONTENT AND TESTIMONIALS:
POSITIVE CLIENT TESTIMONIALS ENHANCE TRUST, WITH 85% OF CONSUMERS MORE LIKELY TO TRUST ONLINE REVIEWS.
• Asking satisfied clients to share their experiences provides authentic content for social media.
• User-generated content, such as clients sharing their property journey, promotes organic reach.
• Featuring buyer stories or milestone events on social profiles humanizes the brand.
• Interactive content (polls, questions) encourages clients to engage and share, expanding reach.
HIGHLIGHTING THE LIFESTYLE AND COMMUNITY:
SHOWCASE NEARBY EXCLUSIVE RESTAURANTS, SHOPPING, OR CULTURAL EVENTS TO BOOST PROPERTY APPEAL.
• 73% of luxury buyers are just as interested in neighborhood lifestyle as the property itself.
• Featuring local amenities that appeal to high-end buyers enhances social media engagement.
• Partnering with local businesses for shoutouts increases the property's visibility as well as your brand.
• Lifestyle-driven content attracts audiences who value experiences alongside real estate.
CONTENT STRATEGIES FOR LUXURY REAL ESTATE SOCIAL MEDIA
HIGHQUALITY VISUALS AND VIDEOS:
PROPERTIES WITH PROFESSIONAL PHOTOS ARE VIEWED 118% MORE FREQUENTLY.
• High-quality video tours and drone footage capture property details that photos cannot.
• Virtual staging enhances appeal, with staged homes selling 20-30% faster.
• Short-form videos like Instagram Reels or TikTok clips reach a broader audience, often generating higher engagement.
CONSISTENT BRAND MESSAGING
• A consistent luxury-focused aesthetic conveys brand professionalism and appeal.
• Use a uniform color palette, tone, and style across all platforms for brand recognition.
• Post regularly to keep properties visible, increasing the chances of reaching the right buyer.
BUILDING BRAND AND TRUST THROUGH SOCIAL MEDIA
POSITIONING AS AN INDUSTRY EXPERT:
REGULARLY POST VALUABLE CONTENT ON MARKET TRENDS, INVESTMENT INSIGHTS, AND REAL ESTATE ADVICE TO ESTABLISH AUTHORITY IN REAL ESTATE MARKET.
ENGAGING WITH FOLLOWERS AND BUILDING RELATIONSHIPS:
RESPONDING TO COMMENTS, MESSAGES, AND INQUIRIES QUICKLY BUILDS TRUST, SHOWING THAT THE AGENT IS ACCESSIBLE AND ATTENTIVE TO CLIENTS' NEEDS.
SHARING CLIENT SUCCESS STORIES AND TESTIMONIALS:
SHOWCASING SATISFIED CLIENTS BUILDS SOCIAL PROOF AND REASSURES POTENTIAL BUYERS ABOUT THE QUALITY OF YOUR SERVICES AND PROPERTIES.
CONSISTENCY IN BRAND AESTHETICS AND VALUES:
MAINTAINING A COHESIVE LOOK AND FEEL ACROSS SOCIAL MEDIA PROFILES ENSURES A STRONG BRAND IDENTITY, REINFORCING THE BRAND'S CREDIBILITY AND APPEAL IN THE LUXURY SECTOR.
SUMMARY
EMBRACING SOCIAL MEDIA IS ABOUT MORE THAN PROMOTING LISTINGS; IT’S ABOUT BUILDING RELATIONSHIPS, FOSTERING TRUST, AND CONNECTING BUYERS WITH THE LIFESTYLE THEY ASPIRE TO. IN LUXURY REAL ESTATE, A STRATEGIC, CONSISTENT SOCIAL MEDIA PRESENCE IS OUR KEY TO UNLOCKING NEW OPPORTUNITIES AND DRIVING GROWTH IN AN INCREASINGLY DIGITAL WORLD.