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With social media so prevalent in today’s real estate landscape, it sometimes makes you wonder how in the world REALTORS® managed to do it solely through traditional advertising methods like radio, television, and direct mail. While those mediums are still successful for many REALTORS®, there’s no denying many real estate professionals today are seeing much of their branding, as well as listing promotions, pushed on social media.
Not only are listings available at the touch of a button, but REALTORS® can instantly brand and promote themselves for little-to-no added expense. Virtual home tours, video neighbourhood walk throughs, and even live virtual Q&As have gone from being something out of the future to becoming mainstream.
The impact of social media on buyers and sellers
From a buyer’s or seller’s perspective, social media can prove to be a valuable tool along your home buying journey. With a wealth of knowledge available to people before they officially start the process, people can become more informed about market trends, terminology, and what to expect along the way.
According to Google’s own data, almost 40% of Gen Zs are using TikTok and Instagram for search instead of Google itself, and this same generation is more drawn to video content. Quick hits of market information in video format, overall educational real estate content, and neighbourhood tours or explainers on these video-heavy platforms are giving younger generations more knowledge as they head into the real estate market.
On episode 17 of the REAL TIME podcast, Davelle Morrison, a REALTOR® and broker with Bosley Real Estate Ltd. in Toronto, Ontario, explained “because of the internet and because everybody can Google, I think when Gen Z comes to you, they’re definitely a little bit more educated.”
Social media also offers a “peek behind the curtain” for buyers and sellers, giving them a glimpse into how REALTORS® operate—and how the entire home buying process works in general—which can take away some of the trepidation people may feel.
It also allows for more direct and convenient communication between REALTORS® and potential clients. Since trust plays a major role in how we make decisions—and who we choose as our REALTOR®—there’s obvious value to being your authentic self on social media.
There’s also an accessibility element that shouldn’t be overlooked when it comes to connecting people to listings, neighbourhoods, and REALTORS®. The ease of access to accounts with luxury listings, international homes, or even local properties close to home can turn real estate browsing into a hobby for many people (which isn’t a bad thing).
Plus, being able to reach out directly to a REALTOR® through comments or direct messaging can make the entire process feel more personal and less transactional, giving some comfort to potential buyers and sellers.
Social media as a marketing tool for REALTORS®
Platforms such as Facebook, Instagram, YouTube, and TikTok have given REALTORS® access to their markets like never before. On each platform, posting can be targeted to specific geographic regions where a property may be of interest, but also marketed in a way that shows everyone far and wide what’s available. The more people that see a post, the more it gets shown to others—that’s the beauty of social media algorithms. For sellers, this means an increased audience for your listing, as the property’s post could potentially find people outside of your area or on platforms they’re not already searching. For buyers, it means more opportunities to find the right home for you, not to mention “window shopping” to see the features you may or may not like in a home.
Social media also gives REALTORS® a chance to market themselves in addition to the properties they’re listing, building an audience of viewers who may not even be in the market to buy yet. But when they are, they’ll know who to reach out to.
That reach is also often well within budget. While some REALTORS® pay for a professional third-party service to assist with bolstering their social media presence and managing their channels, others do it on their own and still yield great results. A great cell phone camera and a bit of experimentation with hashtags and posting strategies can mean great results are well within budget.
However, the proliferation of social media also means while the real estate market was always competitive, it can feel like there’s an additional level of competition when it comes to growing an online audience. Most buyers today are being inundated with posts at every turn. Algorithms cater to a user’s search history, so if a prospective buyer is scrolling through social media at the same time they’re looking to buy, REALTORS® with an active social presence may have a leg up on others.
How are REALTORS® standing out through their social channels in a particularly crowded marketplace, and using their channels to connect with a larger audience?
An honest, humorous approach
Tom Kustra, a REALTOR® and salesperson with eXp Realty® in the Durham Region, says he uses his social media platform to create an honest connection with his followers, while adding in hints of comedy. His social media videos have become a standout because, simply put, he doesn’t sugar coat.
Several videos, for example, acknowledge the less appealing aspects of certain cities. Instead of glossing over some of the details you wouldn’t necessarily find in a typical listing, Kustra openly makes videos “spoofing” several of the neighbourhoods throughout Durham, and it’s making people sit up and take notice. Kustra emphasizes he doesn’t have a problem with any particular neighbourhood, but he refuses to sugarcoat some of the challenges that potential buyers are sure to notice in some parts.
The approach is all in good fun, he says, and it serves as a unique way of grabbing attention from an audience he may not have otherwise captured. It’s something social media is great at—giving people the chance to make a personal connection and take things a little less seriously than, say, a TV or radio commercial.
“I worked in traditional marketing prior to real estate,” says Kustra, “so I always knew social media would be a big part of my business.”
Kustra trained with a team on how to handle social media for his real estate business, and noticed a tremendous uptick in traffic when he put himself face forward and effectively became the star of the show. It’s an interesting flip from traditional real estate marketing, which is often a house-first approach. He adds when prospective clients do approach him from noticing him on social media, they’re regularly surprised by his real life professionalism. In his view, the two aren’t mutually exclusive.
“I’m a very real person,” says Kustra. “I don’t want to make people think things are what they’re not.”
Social media is driving up business for REALTORS®
When James Milonas, a REALTOR® and salesperson with The Agency in Toronto, Ontario, started in real estate 11 years ago, Facebook was already thriving, but Instagram was still in its infancy.
“I came out of the real estate womb on social media,” says Milonas, who is more commonly known today by his moniker, James In The City. “I said forget Facebook, I’m going to go hard on Instagram and just give you the raw truth about the real estate market.”
Over the past decade, Milonas has amassed more than 18,000 followers on Instagram, and more than 30,000 on TikTok. He jokes he’s built his brand by being brash and outspoken about what he sees happening around his region.
While his posts can be lighthearted, his social media results are serious business. Milonas estimates that 95% of his new business comes as a result of his social media exposure, with new clients constantly referencing his posts. He’s even worked in social media time to his business schedule, with Mondays generally reserved for batching content creation, with ad hoc videos created throughout the week.
Social media offers immense opportunity to both buyers and REALTORS® when it comes to real estate, whether it’s access to information or ability to reach a larger audience, or anything in between. Of course, an app will never replace all the work a REALTOR® does when helping you buy or sell a home, but it can prove to be an extremely valuable tool along the ride.
