Why is Social Media Marketing Required for Real Estate Brand?

Creating a strategy might be difficult but once you get how to create a written strategy — half of your work is done. Because what follows after is just the execution of the strategy.

But how do you get started? What’s the first thing you should look at while creating a strategy? Is there any fixed framework?

You might have many such questions. Please don’t overwhelm yourself with all those questions as it might affect your ability to learn.

We think these steps might help you to understand how social media strategy can be created for a real estate brand.

Let’s get you started with social media for real estate brands.

Table of contents

• Define Buyer Personas
• Set Clear, Measurable Goals
• Build a Content Strategy Aligned with the Buyer’s Journey
• Run Targeted Paid Campaigns
• Build Trust Through Social Proof and UGC (User-Generated Content)
• Leverage Festive Campaigns to Drive Seasonal Interest
• Analyse and Optimise Your Strategy Regularly
• Conclusion
• Frequently Asked Questions

1. Define Buyer Personas

We often think we know the audience. In reality, we just have superficial knowledge. That’s why defining buyer persona is essential.

Buyer personas are detailed profiles representing your ideal customers. When you clearly define your buyer personas — you can create a tailored strategy. This way you won’t deviate from what’s required and what’s not.

But how exactly do you create these buyer personas?

Start by segmenting your audience based on specific characteristics. For real estate in India, consider the following:

1. DemographicsAge, income level, family status, occupation and location. Example: A 35-year-old software engineer in Bengaluru looking for a luxury apartment may have different preferences compared to a family in Delhi interested in a spacious suburban villa.
2. Pain PointsCommon problems your audience faces in the buying process. This might include issues like location, budget constraints, transparency or the availability of financing options.
3. GoalsUnderstand what they aim to achieve. Some buyers seek investment opportunities while others look for a family home. Tailor your content to reflect their primary objectives.
4. ChannelsWhere do they spend most of their time? Younger audiences might prefer Instagram, while older professional buyers could lean towards LinkedIn and Facebook.

Real estate digital marketing agency usually focuses on this aspect first to make sure that strategy aligns with the target audience.

2. Set Clear, Measurable Goals

Once you know who you’re targeting, set goals that align with your business objectives. In your case, goals typically include increasing brand awareness, generating leads, nurturing leads and driving property visits.

But this is still not specific and measurable. You can follow a framework called S.M.A.R.T to make it positive.

This means your goals should be Specific, Measurable, Achievable, Relevant and Time-bound.

Now let’s define the goals we mentioned earlier more specifically through this framework.

• Increase Brand Awareness: Aim to gain 20% more followers in six months on Instagram by showcasing high-quality visuals and project highlights.
• Generate Leads: Run a lead generation ad on Facebook targeting families in Mumbai and Pune, aiming for at least 300 qualified leads monthly.
• Drive Property Visits: Use Instagram Stories and Facebook Events to promote open houses, aiming for a 25% increase in attendance over the next quarter.

3. Build a Content Strategy Aligned with the Buyer’s Journey

Real estate buyers go through a lengthy decision-making process, making it essential to structure content around their journey: Awareness, Consideration and Decision. Crafting a content strategy that maps to these stages allows you to guide them effectively.

Awareness Stage
Content at this stage should focus on educating and attracting interest. For instance:

• Carousel Posts: “Top 10 Locations for Buying Property in Hyderabad” or “Benefits of Investing in Indian Real Estate in 2024.”
• Video Content: Short videos on Instagram about the lifestyle offered by different cities and neighbourhoods.

Consideration Stage
Here, provide more detailed information to help them evaluate options:

• Testimonials and Case Studies: Share success stories of satisfied clients or showcase transformations with before-and-after photos of properties.
• Virtual Tours and Property Highlights: You can organise a live event and call influencers to cover your property and feature it on their Instagram feed.
• Decision Stage: Encourage your audience to take action
• Special Offers and Limited-Time Discounts: Promote exclusive deals, such as “Book a Site Visit This Month and Get 2% Off.”
• Direct Contact Options: Encourage buyers to connect directly through Click-to-WhatsApp ads, contact forms or scheduling site visits online.

4. Run Targeted Paid Campaigns

Organic reach alone might not be that great. Plus, if your client want conversions — you can suggest them to invest in targeted paid campaigns.

Paid social media campaigns allow you to target highly specific audiences, ensuring your content reaches the right people.

5. Build Trust Through Social Proof and UGC (User-Generated Content)

In real estate, trust is everything. User-generated content like testimonials, reviews and shared experiences from current residents can act as powerful trust-builders.
How to Collect and Showcase UGC
Encourage satisfied clients to share their experiences on social media. Use a branded hashtag, like #LifeAt[YourPropertyName] and feature these posts on your profile.

Some other examples of social proof content

1. Resident Testimonials: Post video testimonials of clients who have moved in and share why they love the property.
2. Success Stories: Showcase before-and-after stories of projects that emphasise transformation or community development.
3. Client Milestones: Share posts celebrating move-in days, anniversaries or community events. These give prospective buyers a taste of the lifestyle they can expect.

6. Leverage Festive Campaigns to Drive Seasonal Interest

India’s festive seasons are prime times for property investments. Festivals like Diwali, Dussehra and Akshaya Tritiya see a spike in real estate purchases.

Run limited-time offers that appeal to the Indian sentiment of auspicious buying during festivals. For example, “Book a Property this Diwali and Get Gold Worth ₹50,000.”

Change your content themes during festivals to reflect the festive spirit. Share posts around traditional décor tips for homes or highlight festival-specific property features like extra space for gatherings.

You can also target NRIs with festival campaigns.

During festivals, NRIs often invest in properties in India. Target them with ads that focus on “owning a piece of home” during Diwali or Dussehra with personalised financing options.

7. Analyse and Optimise Your Strategy Regularly

Finally, your strategy is only as strong as your ability to measure and refine it. Regularly track your progress against the goals set to see what’s working and where adjustments are needed.

Measure your reach, engagement rates, conversion rates and cost per lead to see if you are on the right track or even close to achieving your goals.

In case you think it’s not working please seek help from your peers working at a social media marketing agency. If you point this around at the last moment, chances are — everything is already a mess and there’s nothing you can do about it.

Conclusion

We hope that you are clear about how to approach social media for real estate client.

By creating detailed buyer personas, setting measurable goals, tailoring content to the buyer journey, selecting the right platforms and optimising constantly, you can transform social media presence of your client.

With these steps, you’re well on your way to mastering social media for real estate.

Good Luck!

Frequently Asked Questions

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...