Managing your real estate business is a full time endeavour. However, with social media visibility and content sharing on a significant rise, popular social media platforms have definitely added an amazing opportunity to not only generate leads, but also to build a community for your work.

Let’s be honest here though, it is tough to do what a realtor does and then also do what a social media marketer does—especially when you want to focus primarily on the former. Adding social media marketing to your already full docket of real estate business can feel overwhelming. But here’s the good news: when done right, social media can be a game-changer for realtors in Canada. Let’s explore why it’s worth your attention and how you can harness its power without stretching yourself too thin.

Let’s talk some numbers…

Canada has one of the best connectivity in the world with over 90% of the population being connected through internet. Around 31.9 million Canadians are registered on social media platforms. Canadian users have an average of almost 7 social media accounts per person. If we were to wonder about the most popular platform – then Facebook is ahead, by a significant margin. Around 26 million Canadians use Facebook and prefer Facebook Messenger as their form of chatting and communicating with their community. Instagram and TikTok are also gaining popularity. Canadian Instagram users are around 21 million.

Over 15 million Canadians have plans to purchase a home in the near future, specially as an investment or because they need more room! More than 40% of buyers chose to search for their dream home online first.

These numbers indicate that social media isn’t just for sharing vacation photos or keeping up with friends anymore. It’s become an important player in the business world, including real estate. A significant number of people, specially in the ages of 27 – 41 search online and actively trust the brands they are buying through.

• Global Perspective: 67.1% of the world’s population uses the internet, with 5.07 billion active social media users as of April 2024. Many of these users turn to social media platforms for purchasing decisions, including real estate.
• Canada’s Digital Adoption: Internet usage is prolific in Canada, with 95% of Canadians aged 15 and older going online in 2022, up from 92% in 2020. This widespread internet adoption has transformed how potential buyers search for homes, with many turning to social media for listings, virtual tours, and agent interactions.
• Digital Home Searches: Studies indicate that 97% of homebuyers begin their property search online, and a growing percentage of those rely on social media for market insights, neighborhood details, and even direct interactions with realtors.

So, who’s Online and Looking for Homes?

Understanding your audience is crucial. Different age groups interact with social media in various ways:

• Millennials (27-40 years old): This group represents 33% of online shoppers in Canada, making them a significant demographic for digital home searches. They appreciate virtual tours and interactive content, often beginning their home search online.
• Gen Z (18-24 years old): Adults between the ages of 18 and 24 made up almost 32% of the e-commerce shopper mobile audience in Canada in 2023. While younger, they’re entering the rental and starter home market, frequently using platforms like TikTok and Instagram.
• Gen X and Boomers (41 and above): Many in these groups are also online, primarily on Facebook and LinkedIn, using these platforms to research and connect.

The Challenges: Why It’s Not as Simple as Posting a Listing

We get it—you’re a real estate expert, not necessarily a digital marketer. Here are some common hurdles:

• Time Constraints: Crafting engaging posts, responding to comments, and staying updated with platform changes can eat into your day.
• Content Creation: High-quality photos, compelling videos, and catchy captions don’t create themselves.
• Algorithm Nuances: Each platform has its own set of rules, and keeping up can feel like a full-time job.

Practical Steps to Leverage Social Media Without the Overwhelm

You don’t need to become a social media guru overnight. Here are some friendly tips to get you started:

1. Choose the Right Platforms: Focus on where your target audience spends their time. For many realtors, Facebook and Instagram are gold mines.
2. Plan Ahead: Dedicate a few hours each week to plan and schedule your posts. Tools like Buffer or Hootsuite can be lifesavers.
3. Engage Authentically: Respond to comments and messages in a timely manner. Authentic interactions build trust.
4. Showcase Your Listings Creatively: Use virtual tours, drone footage, or behind-the-scenes content to make your properties stand out.
5. Monitor and Adjust: Keep an eye on which posts perform well and adjust your strategy accordingly.

The Social Media Funnel: How It Works for Real Estate

We all talk about the sales funnel—awareness, consideration, and conversion. How does that work on social media? Let’s break it down.

1. Awareness (Top of the Funnel – TOFU)

At this stage, people are just discovering you. They may not be ready to buy or sell yet, but you want to make sure you’re visible when they are.

• Here, the focus remains on attracting  people towards your content.
• Brand awareness, valuable insights, market updates, general real estate tips.
• Platforms: Instagram Reels, TikTok, Facebook posts, LinkedIn articles, YouTube Shorts.

2. Consideration (Middle of the Funnel – MOFU)

Here, potential clients start engaging with your content and considering you as their go-to realtor.

• Content focus: Property listings, success stories, FAQs, neighborhood spotlights, live Q&As.
• Platforms: Instagram and Facebook Stories, detailed YouTube videos, LinkedIn engagement, email marketing.

3. Conversion (Bottom of the Funnel – BOFU)

This is where leads turn into actual clients. Your goal is to make it as easy as possible for them to take action.

• Content focus: Calls to action, direct messages, testimonials, exclusive listings, one-on-one consultations.
• Platforms: Facebook Messenger, Instagram DMs, WhatsApp, email, website contact forms.

The Competitive Edge…

Embracing social media can set you apart from competitors who rely solely on traditional methods. It’s not just about visibility; it’s about building relationships and establishing yourself as a trusted authority in the market.

While the benefits of social media are clear, it’s understandable if you feel it’s too much to handle on your own. Consider partnering with professionals who specialize in social media management for realtors. They can handle the digital marketing, allowing you to focus on what you do best—helping clients find their dream homes.

Remember, the digital landscape is vast, but with the right approach, it can become a valuable tool in your real estate arsenal.

 

Sources: Hootsuite Consumer Report, The Nerd Wallet – Canadian Home Buyer Report

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