Rather than researching online properties or attending virtual tours and open houses, a new generation of home buyers is connecting with real estate agents and researching properties and neighborhoods on social media platforms like TikTok, Instagram and YouTube. (On TikTok, the hashtag “#realestate” has more than 5 million posts.)
These platforms are popular ways for Gen Z and millennials in general to consume information. According to one report, 80% of Gen Z spends time on YouTube, another 75% on Instagram, and roughly 60% on TikTok. Additionally, 35% of all Gen Zers spend more than four hours on social media every day.
But Gen Z and Millennials aren't the only ones using social media platforms as their primary source of information: One estimate puts an estimated 11.3 million Baby Boomers in the U.S. who purchase products through social media, and another study found that 83.9% of Baby Boomers believe social media has improved their lives.
What does this mean for real estate professionals? Now more than ever, having an online presence across various media platforms is crucial to the success of your business.
The importance of building a digital brand
Having active and up-to-date profiles on all social media platforms increases a professional's chances of reaching their target audience. Social media helps you position yourself as an expert and make important connections with other leaders in your industry. You can also use social media as a tool to educate buyers who aren't familiar with the specifics of home buying, which adds an extra layer of credibility.
Perhaps the most powerful opportunity with social media is generating referrals and driving traffic to your website. When people discover your site and are ready to take the next step in their home buying journey, they'll visit your website, where you can turn them into a lead.
Standing out in the digital age
Where do you start when it comes to building a high-quality, intentionally crafted online presence, especially across multiple platforms? Here are some tips to help you get started.
Make sure you have a website that you can link to in the “profile” section of your social media. People often look at your social media profiles as a preview of what you do and who you are, and they will want to visit your website to get the full picture. You want to make sure your website is simple, professional, and easy to use, and that it includes multiple reminders to contact you by email or phone. With a .realtor™ domain, you can quickly create a polished, professional website. It’s one of the perks of being an NAR member. Consider creating content that you can spread out over the week, and using automation tools to schedule and publish your posts. Find a day when your workload is a little less than normal and create as much content as you can at once. Once you’ve created this content and edited it to your satisfaction, you can schedule it to post on certain days of the week to reduce the pressure of timing. Many platforms have free built-in tools that allow you to schedule and publish posts in advance. Set aside time to respond to messages and comments. While you want to respond to your audience’s interactions as soon as possible, sometimes there will be comments or questions that require more thought. Depending on your growing follower count, you may get a huge amount of interactions on your profile. Set aside an hour each day to go through and respond to messages and comments.
Leverage a .realtor™ domain and website
NAR members receive a .realtor™ domain (free for the first year) that includes a professional website with many templates to choose from, and for a fee, access to concierge services to help you register your domain, connect with social media, add a photo gallery, and more.
When you own a .realtor™ domain, clients will instantly know you're a trusted real estate professional. You can instantly communicate what you do. Your website will help you stand far ahead of your competitors. At the same time, it gives potential clients easy access to your track record, areas you serve, and your digital portfolio.
Social media is here to stay. The digital world is rapidly changing how people approach homebuying and will continue to set trends that impact the real estate industry. So don't miss out! Get a .realtor™ domain to start building your digital brand and future-proof your business growth.