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References
NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.
Social Media Use for Real Estate Professionals
The Playbook: Turbocharging Your Social Media for More Clients and Listings (RISMedia, Nov. 28, 2022)
“You can create compelling and informative soundbites to reach your audience in a timely manner, which is a great way to get noticed. You can interact with your audience multiple times a day in numerous ways. You can show your clients and potential clients the network you have and the thousands of successful transactions you’ve secured. You can position yourself as an expert by explaining specific codes or rules within your area that buyers or sellers may not know. People love to be informed, so be that expert source for them.”
The Clubhouse Advantage in Real Estate (National Association of REALTORS®, Jan. 26, 2022)
“The clubs are grouped by specific affinities, ideas, and industries. For example, one large club with more than 59,000 members is called “Women in Real Estate.” The club holds rooms dedicated to any and all issues affecting women in real estate. These issues range from DEI within the industry to scaling and sustaining one’s business. Once members join clubs, they’re alerted to the various rooms—scheduled sessions of anywhere from 15 minutes to two hours where participants present and discuss specific topics designated by the room host. Members can also create and jump into impromptu rooms with other members if they choose.”
Real Estate in a Digital Age (National Association of REALTORS®, Sep. 2021)
This report from NAR’s Research team, “takes a look at how technology is used in the home search, by real estate firms, and by REALTOR® members, and how social media and other trends are shaping real estate moving forward.”
Social Media Fact Sheet (Pew Research Center, Apr. 7, 2021)“Today around seven in ten Americans use social media to connect with one another, engage in news content, share information, and entertain themselves.” Through the Pew Research Center’s data, “explore the patterns and trend shaping the social media landscapte over the past decade.”
Elevating Your Brand with Social Media (Center for REALTOR® Development, Oct. 19, 2020)“Social media is a huge part of real estate, especially in today’s climate. Social media is the modern method of communication, and also allows small businesses and individual to have a broad impact.” In this podcast from the Center for REALTOR® Development, Katie Lance, an industry social media expert, “talks about content optimization, some of the heavier aspects of social media, and how we can be intentional with the time we spend on social media.”
Social Media for REALTORS® Series Tips and Videos (National Association of REALTORS®)
This series for purchase from NAR “is designed specifically for REALTORS® who want to take what they’re doing in the offline market and utilize online tools for great marketing exposure. Each of the four booklets contains helpful “Putting Into Practice” tips that turn theory into action, along with east to follow video clips on how to utilize a tip.”
Using Privacy & Security Settings
Read the privacy policies of Facebook, Foursquare, Google+, Instagram, LinkedIn, Twitter, TikTok
Simple Online Security for Social Media Accounts (Wirecutter, Apr. 22, 2022)
“In the case of most social networks, “private” means keeping your account private from other people, not from the company itself, which may sometimes change how it wants to use the data it collects from your activities. As always, make sure that each of these accounts has a unique password and two-factor authentication enabled.”
A Guide to Social Media and Privacy (Digital Marketing Institute, Aug. 2, 2022)
“As a person responsible for social media accounts you need to avoid sharing fake information or engaging with trolls. Use moderators if you find yourself dealing with malicious comments or posts. You can also use moderation tools or reporting options across social media channels to deal with it.”
Trademarks Use on Social Media (National Association of REALTORS®)
“These resources can help members and associations address complaints about the misuse of the REALTOR® marks on the Internet, specifically for usernames on social media sites such as Twitter and Facebook.”
Facebook for Real Estate Professionals
So many "getting started" guides were written so long ago that most of their info is not relevant anymore. For the basics, visit the help section of Facebook itself.
A Facebook Group that Generates Leads? (Florida REALTORS®, Nov. 9, 2022)
“Realtor® Emily Anderson highlights categories by using interesting photos with text overlay, which can be accomplished in Canva. Other types of groups can include Best Picnic Spots, Best Restaurants, Best Ice Cream Parlors, Best Schools, Best Community Watch Programs, Best HOAs and so on. If a new listing or open house occurs within those areas, agents can feature that home and tag it with the coordinating HOA or Community Watch category.”
The 3 Best Facebook Ads for REALTORS® (Reminder Media, Jun. 21, 2022)
Branding, product, and lead generator ads are the best types of ads for Facebook.
The Step-by-Step Guide to Setting Up Your Real Estate Facebook Profile (Placester)“New real estate agents get started every day, meaning there are industry beginners who need to create their Facebook business profiles. Additionally, there are experienced agents who haven’t joined in on the social media revolution, or who are not optimizing their page the right way, and are missing out on a prime brand awareness and lead generation opportunity. Whether you’re a new or veteran agent, use this simple step-by-step process to set up your real estate Facebook profile. And when once you’ve launched your page, use the tips below to learn how to setup, optimize & market your page accordingly.”
The Ultimate Guide to Facebook Lead Ads for REALTORS® (REALTORS® Property Resource)
“On the surface Facebook Lead Ads look like every other ad, but when the ad is selected, a form is opened within Facebook that can auto-populate the consumer’s contact information directly into your form. Which means they do less leg work to complete the form, and don’t have to leave Facebook. If we were to compare this ad type with historical lead collection, you’d see it’s really not all that different. Think about what many real estate agents have been doing on their website for years by creating a specific landing page with a special offer. For example, a “What’s my home worth?” bar. And of course, there is a form the consumer can use to submit their request for more information. All that can be done now inside Facebook using Lead Ads.”
Instagram for Real Estate Professionals
16 Tips to Use Instagram for Real Estate Lead Generation (Fit Small Business, Oct. 31, 2022)
“To effectively generate leads from Instagram, real estate agents should start by creating a memorable username. They can also pick interesting hobbies to share, make Reels, or use strategic hashtags to build and grow their brand. 27.3% of Millennials, the largest group of first-time homebuyers, use Instagram daily—making this social platform an excellent place to market your services and real estate listings. Moreover, only 52% of real estate agents are on Instagram, meaning competition is not as fierce compared to Facebook.”
7 Instagram Reels Ideas for Real Estate Agents (Realty Biz News, Oct. 21, 2022)
“Instagram Reels are short, creative videos that you can make on Instagram. They last up to 90 seconds and play in the style of Tik Tok videos—in which fast-moving visual edits, quick cuts, and rapid scene changes are used. Reels are often set to music with a strong beat and videos can include animated text that is timed and synchronized with the song.”
Promoting an Event on Instagram? Here’s How (Florida Association of REALTORS®, Sep. 23, 2022)
To project credibility, agents should refer to businesses, individuals and organizations. For instance, agents who want to offer a giveaway for a product or promote an event with sponsors should do interviews at the sponsor’s site. Leading up to the date of the event, agents will use this content on their account and collect it from various sources to correspond with posts on the days the emails go out.
Instagram Story Analytics: How to Measure the Metrics that Matter (HootSuite, Nov. 24, 2021)
“Stories disappear after 24 hours. But with a solid understanding of Instagram Story analytics, you can ensure they have lasting impact. With top of the feed placement, links, and interactive stickers, Instagram Stories are a prime channel for brands to drive awareness, traffic, sales, and engagement. Learn how to measure Instagram Stories analytics and which metrics to track so you can optimize Stories to achieve your goals.”
How to Protect Your Privacy on Instagram (The Verge, Feb. 27, 2020)“Locking down your privacy on Instagram can be as simple as setting your profile to “private.” But you can get a lot more granular than that, and there is a range of other protections you can put in place. You can keep your account public, but make it a little more protected, or even add stricter protections than simply flipping the private profile switch.” This article outlines several steps you can take to ensure your personal or business Instagram is properly protected.
Pinterest for Real Estate Professionals
Benefits of Using Pinterest for Real Estate Agents (Florida REALTORS®, Sep. 9, 2022)
“Real estate professionals can leverage Pinterest to promote their professional brand. The social platform is used by millions of people to “pin” content and create a curated space of links to that content. Research shows that Pinterest has 433 million users per month, and 80% of users say they have found a new brand or product through the platform.”
13 Powerful Pinterest Real Estate Marketing Ideas from the Pros (The Close, Jan. 19, 2022)
“One of the biggest myths about Pinterest is that it’s just recipes and craft projects, a social media platform for DIYers. It is far from that—Pinterest is a search engine. Pinterest’s own research shows that nearly 90% of pinners use Pinterest at some point to help with their buying decisions. Pinterest can help realtors establish an authoritative voice in the field and a reputation for knowledge and resources, all things that a homebuyer or seller would consider extremely important.”
What Makes Pinterest a Powerful Platform for Real Estate Marketing (RIS Media, Oct. 20, 2021)
“With over 450 million active users worldwide, Pinterest is an ideal social platform for real estate professionals. In fact, Pinterest welcomed over 100 million new users to the platform in 2020—a 37% rise from 2019. Pinterest is a very visual social media platform where you can pin images, videos, inspiration and information on boards, directly to your audience. It is also the leading platform for directing traffic to your website.”
Snapchat for Real Estate Professionals
Snapchat for Business: The Ultimate Marketing Guide (HootSuite, Mar. 31, 2022)
“While Facebook, YouTube and Instagram are still seeing significantly more users than Snapchat each month, using Snapchat for business could still be effective way for your brand to reach a new audience…Not sure what Snapchat is? We’ve got a beginner’s guide that will provide you with the basics and walk you through the platform.”
Snapchat in Real Estate (Missouri REALTORS®, Jan. 31, 2020)
“Most REALTORS® can agree on the importance of Facebook. It’s hugely beneficial to those of us working in the industry. Instagram, Twitter and LinkedIn are also overwhelmingly popular but Snapchat has remained a controversial topic in both the social media and real estate space. Conversations about the platform often dance around the same question - should you be using Snapchat? At first glance, Snapchat may not seem like a natural fit for REALTORS®, however, there are more than 300 million users, 90% of which are between 13 and 24 years old. This isn’t a demographic that is typically buying property, but it does show that Snapchat is a good way to connect with younger people who aren’t using Facebook. It’s also much more casual than other social platforms with posts disappearing after 24 hours. So, at first glance you may think it is difficult to use professionally, however, the causal attitude is what makes it a valuable tool for REALTORS. Here’s how you can use Snapchat for your business.”
Snapchat—Learning the Basics (Snapchat)
Learn and discover all the ways you can use Snapchat—from creating an account to sending and spotlighting snaps.
TikTok for Real Estate Professionals
Real-Estate Agents Turn to TikTok and Instagram Reels to Market Properties – and Themselves (The Wall Street Journal, Oct. 19, 2022)
“Property tours have become common on TikTok, Snapchat, YouTube and Instagram, as short-form video exploded in popularity. They received an extra boost when the pandemic made showing apartments and houses in person more difficult, real-estate agents say. Now, new video apps dedicated to real estate are emerging, giving agents another place to promote their properties—and their personal brands.”
Leveraging TikTok to Build Your Brand (National Association of REALTORS®, May 5, 2022)
“With its broad reach and high activity level, TikTok can be an invaluable marketing tool for real estate professionals, said Heather Haase, an agent with HER, REALTORS®, in Dayton, Ohio, during Tuesday’s session, “Let’s Talk About TikTok: A Hands-on Workshop,” at the REALTORS® Legislative Meetings in Washington, D.C. Haase, who goes by the handle @daytonrealestatedarling(link is external) on TikTok, is an expert on the app that allows users to post and share videos up to 10 minutes in length and add music, backgrounds, and a variety of image-altering filters.”
The Complete Guide to TikTok Analytics: How to Measure Your Success (HootSuite, Nov. 30, 2021)
“How do you evaluate success on TikTok? There are many metrics to look at: follower count, likes, comments, shares. But TikTok analytics go deeper: they allow you to measure weekly and monthly growth, total video play time, information about who is watching, and more…Track the right metrics, and you’ll be able to hone in on the tactics that really work…read to learn which TikTok metrics you should be tracking, where to find them, and how you can use them to your advantage.”
How to Create a Successful TikTok Marketing Strategy for 2022 (HootSuite, Nov. 18, 2021)
“The power of TikTok cannot be underestimated. Besides being the procrastination tool of choice for many a teen, the app has had a profound impact on sound and culture in the modern world — and savvy businesses everywhere are looking to get in on the action (and money, of course) through TikTok marketing…Many businesses have found success marketing on TikTok…Even if you’re not one of those lucky brands that accidentally stumbles into TikTok fame, you can still build a successful presence on the platform. Keep reading to learn how to set TikTok up for business, how to tackle TikTok influencer marketing and more.”
4 Business Reasons for Joining TikTok (REALTOR® Magazine, Sep./Oct. 2020)
“Marketers have been flocking to the short-video-sharing app TikTok to connect with millennials and Gen Zers. Although at press time, the White House was seeking to ban U.S. transactions with its Chinese parent company, the popular platform seems unlikely to go away. [In this article] tech coach Burton Kelso explains its merits.”
TikTok for Real Estate Agents: Land Leads Through the Newest Social Media Platform (Keller Williams, Jul. 23, 2020)
“At 800 million users strong as of July 2020, TikTok is the newest platform that has captured the world’s attention. And, for real estate agents, it offers a suite of tools that allows you to easily create informative content and reach a wide audience. All it takes is one piece of relatable content, and you’ll be well on your way to getting in front of new clients. The Outfront team spoke with four agents that have experimented with TikTok and have already experienced success on the platform. While strategically, many aspects of the platform remain to be discovered, here are the building blocks of finding success on TikTok for real estate agents.”
TikTok for Business (TikTok, 2020)
Use this resource gude from TikTok to manage ads, start your first campaign, and read about issues for both small and large businesses on the TikTok for Business Blog.
Twitter for Real Estate Professionals
Will Elon Musk’s Twitter Torpedo Real Estate’s Most Critical Debates? (Inman, Nov. 1, 2022)
Corporations switch out leaders all the time, but Musk is no ordinary executive. And his ascension to the top of Twitter has consequently prompted hand-ringing among Twitter users that he could jeopardize the site’s usefulness or role as a public forum. Musk is himself an avid Twitter user and forecasts about his eventual impact on Twitter are divided. But as the “Airbnbust” debate illustrates, Twitter happens to be where some of the most important debates about the housing industry takes place. And if Musk shakes up the platform that could ultimately reshape the way the world understands real estate.
Why Twitter is So Effective for Real Estate Agents (Realty Biz News, Oct. 26, 2022)
“While Facebook and Instagram have larger audiences, Twitter attracts a more engaged audience that participates in conversations on trending topics—creating valuable opportunities for brands to reach consumers. With Twitter, it’s easy to find and reach the right audience. You can target users based on their location and interests, so you can be sure that your ads will be seen by people who are likely to engage with them.”
7 Must Do Twitter Marketing Tactics for Real Estate Professionals (Real Treands, Jun. 22, 2020)
“According to the National Association of the Realtors, today almost 47% of the real estate businesses agree that the social media channels resulted in highest quality leads as compared to other channels. Furthermore, almost 77% of Realtors leverage social media to connect with millenials that contributes to the vast success of the real estate market. Since its inception, Twitter has been serving the global audience in an effective way. It’s no surprise that the more followers on Twitter, the more value they will bring to your real estate business. So, what does it take to increase the followers? Nothing! You only need a few tips and tricks, and you are all set to go. Here are 7 ways to market yourself on Twitter.”
eBooks & Other Resources
eBooks.realtor.org
The following eBooks and digital audiobooks are available to NAR members:
30 Days to Social Media Success (eBook)
42 Rules of Social Media for Small Business (eBook)
42 Rules for 24-Hour Success on LinkedIn (eBook)
Auditing Social Media: A Governance and Risk Guide (eBook)
Build Your Brand with Pinterest (eBook)
Complete Idiot's Guide to Facebook® (eBook)
Facebook Ads for Beginners (eBook)
Facebook Marketing for Dummies (eBook)
I'm on Facebook—Now What??? (eBook)
I'm on LinkedIn—Now What??? (eBook)
Instagram for Beginners (Audiobook, eBook)
Instagram For Business For Dummies (eBook)
LinkedIn for Dummies® (eBook)
Manager's Guide to Social Media (eBook)
Maximize Your Social (eBook)
Social Media Marketing (eBook)
Social Media Marketing: A Strategic Guide (eBook)
Twitter for Dummies (eBook)
Master Facebook (eBook)
Pinterest Marketing for Dummies (eBook)
The Twitter Book (Audiobook, eBook)
Twitter for Dummies (Audiobook, eBook)
Twitter: Free Social Networking for Business (Audiobook, eBook)
Twitter Marketing Tips (Audiobook, eBook)
Twitter Means Business (eBook)
Twitter Top Success and Best Practices: Twitter Experts Share The World's Greatest Tips (Audiobook, eBook)
Ultimate Guide to Facebook Advertising (eBook)
Ultimate Guide to Pinterest for Business (eBook)
New titles are being added all the time. Do your own search in the eBook Collection. Try 'social media' as a term in the 'search eBook Collection' box.
Have an idea for a real estate topic? Send us your suggestions.
The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.