How to use social media to recruit properties as a real estate agent

Why are social networks key to property acquisition?

A real estate agent's portfolio of contacts and properties is one of the fundamental pillars for success. That is why including social media in your marketing plan will benefit you in achieving your goals. Here are some reasons why you should use them:

• Wider reach: These platforms provide visibility. On one hand, you can discover properties that you might not find otherwise, and on the other, you can attract owners interested in selling.

• Direct interaction: Social media also includes direct messaging, which allows you to interact with potential clients.

• Brand positioning: Through these platforms, it is possible to differentiate yourself from the competition and establish a presence in the sector with valuable content.

• Targeting: In addition to organic content, you can create ads that position you in front of specific clients who have not yet discovered you.

Steps to take before listing properties on social media

Before diving into these platforms, it is advisable to take some preliminary steps to help you achieve your objectives:

Define your ideal client

Knowing your potential client will help you succeed in attracting properties through social media. Based on the following aspects, you can define a strategy that better aligns with your goals:

• Who is your potential client?

• On which social media platforms are they active?

• What are their needs and concerns?

Real estate market analysis

The ideal client profile is not everything. The state of the real estate market also influences your strategy. Here are some aspects you should research:

• What is your local competition doing on social media?

• What is the supply and demand for properties in your area?

• What are the prevailing trends in the market?

At Engel & Völkers, we create an annual report that allows you to analyze and understand market movements and fine-tune your strategy based on data.

Value proposition

After analyzing the above points, it will be easier for you to differentiate yourself from the competition and offer a proposal aligned with your clients' needs. This way, you will gain the trust of sellers.

At Engel & Völkers, we offer continuous training and the support of a real estate mentor during the first few months, providing you with the tools and knowledge necessary to achieve success easily. Would you like to benefit from the luxury of being part of a team like Engel & Völkers and its training?Join us today, we are waiting for you.

Most effective social networks for property acquisition

The range of social media platforms available is extensive, which often leads to doubts about which to choose. Below, we detail how you can use various social media platforms effectively:

Instagram

This platform is ideal for building a community through valuable content that sets you apart from the competition. It’s a perfect strategy to increase your visibility and build trust thanks to your expertise in the sector.

Additionally, through dynamic content like stories, you can showcase your day-to-day activities, creating a sense of closeness and transparency with your audience.

LinkedIn

This social network is perfect for real estate networking. Through it, you can connect with other professionals who can share valuable knowledge and include you in exclusive opportunities.

You can also create or join events where you can meet other relevant contacts to expand your network.

TikTok

This highly visual, video-focused platform is ideal for promoting properties in your portfolio. This type of content can help you carve out a space in the market and connect with other sellers interested in your services.

Originality is well rewarded with views, making creative content a powerful tool for increasing visibility.

Types of social media content that work to attract property owners

Being present on social media requires a strategy. This means you need to evaluate and set an objective for each post you create. By doing so, you'll increase your visibility and build a strong reputation in the real estate sector.

Educational content

Valuable content that provides data, statistics, and insights into industry trends will make it easier to attract properties and expand your network of contacts.

Some examples include: checklists or guides to help clients navigate the buying and selling process, real estate market data, or explanations of new trends and sales strategies.

Live streams

Video broadcasts are essential for owners to understand who is behind the screen. Hosting live videos to showcase properties or answer questions is an excellent opportunity to attract other property owners and engage with them instantly.

Testimonials

Sharing valuable content is not the only way to build credibility and trust. Success stories and testimonials are undoubtedly the type of content that will foster trust in you.

You can share your own experiences, but using real testimonials from other people, such as videos, will have a greater impact.

Social media advertising

If you want to reach a broader audience, you can use paid promotions. It's not just about creating ads but also promoting high-impact posts within your community.

Data collection

Another option for attracting properties via social media is to offer free products or newsletter subscriptions in exchange for email addresses. This way, you can build your database and create a closer, more trusting relationship with potential clients.

Common mistakes when using social media to market properties

Although social media is a powerful tool, there are several common mistakes to avoid when trying to attract properties:

• Lack of a defined strategy: Without a clear strategy, it will be difficult to achieve your goals. Having a well-thought-out plan is crucial.

• Inconsistent posting: Frequency and dedication are key to achieving results over time.

• Low-quality content: Both images and videos must be high-quality, relevant, and attention-grabbing, as they represent your brand.

• Ignoring brand image: Posting without considering the essence and voice of your brand can affect the consistency of your messages and erode potential clients' trust.

• Not engaging with followers: If potential clients interact with you, respond as quickly as possible to strengthen your brand image.

• Not measuring results and adjusting strategies: Analyzing data is essential to understand what has worked and what hasn’t. This will help you redefine your strategy and stay focused on your objectives.

Our real estate agents benefit not only from training on strategies and trends for attracting properties but also from essential and exclusive tools that help them stand out in the sector and differentiate themselves from the competition:

• Branding: Our years of experience and recognition, along with our extensive network of international contacts, offer unparalleled differentiation.

• Professional photography and visual materials: We provide professional photographic materials and an internal department that facilitates the property and client acquisition process.

• GG magazine: Our exclusive magazine, featuring numerous stories, personalities, and fascinating places, serves as a source of inspiration for our agents.

• Internal tools: By joining our team, you'll also benefit from tools such as an exclusive internal CRM that allows for individualized client tracking and easier communication.

As you can see, using social media to attract properties is much more than just posting content regularly. It’s about creating a strategy and building long-lasting relationships that lead to success.

Being part of the Engel & Völkers team means being a luxury real estate agent with access to the best tools to optimize your work and live your passion. If you want to benefit from all the advantages of being part of our premium brand, contact us today. We look forward to hearing from you.