How To Build A Real Estate Social Media Strategy For 2023

We’re already past the halfway mark of 2022, so if you’re interested in kick-starting your social media marketing next year, it’s time to start planning your strategy! 

With almost 90% of Singapore’s population active across social networks, leveraging these channels are a powerful way to both engage buyers and boost your conversion rates. This simply means if you're not already using social media sites like Facebook, Instagram, and LinkedIn for advertisement, you're missing out on a serious opportunity to take your real estate business to the next level. 

But before we jump right into helping you build a social media strategy, make sure to check out our previous article for an in-depth guide on choosing the right platform to begin this journey. This way, you can avoid spreading yourself thin on too many channels, but instead concentrate on networks where your primary audiences are already present.

Done reading it? Good. 

Now, let’s get started!

Determining your marketing goal is one of the most important steps in the process of planning. This is because it gives you a clear direction of where you’re heading as well as how you’re going to reach your final destination. 

You can have more than one reason for opening a social media account. But if you’re a beginner on these platforms, we recommend going in with just one social goal to avoid feeling overwhelmed from the get-go. Eventually, you can work your way up to more goals as soon as you fulfill your first objective and grow more familiar with the platform you’re on. 

So, what are you looking to get out of this business venture? 

Is it to create brand awareness among buyers, simply build a strong, organic presence online, grow a following, or generate property leads? 

Once you have clearly outlined your goal, you’re already one step closer to reaching them! 

Pro tip: We can’t stress this enough – make sure your goals are SMART. There’s nothing more frustrating or defeating than setting a goal that is unachievable.

Now, it’s time to narrow down on who you will be targeting. 

This step is vital because it helps you ultimately determine what these groups will want to see on social media, so that you can then produce content they will enjoy, engage with, and share. It's also essential if you‘re looking to convert social media followers into paying clients. 

When selecting your social media audience, it’s important that you don’t restrict yourself to only the members of your target market, but also consider those who can reflect them. This means you shouldn’t ignore adjacent audiences, or those with influence over your target market, as they can be a gateway to reach your audience.

Ever wonder who your competitors are and what they’re up to? Well, with competitive analysis, you finally can! 

It helps you gain a solid understanding of what is typical in the real estate field, which you can then use to not only set your own social media targets, but also recognize opportunities. 

Now, what do we mean by that?

For instance, if one of your property marketing rivals has already dominated Facebook but showed little interest in investing their time in LinkedIn or Instagram, it might be a good strategy to get a fresh start on those platforms. The idea here is rather than attempting to steal followers from a dominant player, you can instead concentrate on the networks where your audience is underserved. 

This would offer you the rare opening to broaden your horizons on territories where there are higher chances for visibility, including the opportunity to establish yourself as a voice of authority and expert in Singapore's real estate industry. 

Now that you have your goal, target audience and competitors out of the way, what are you planning on posting? 

If you're drawing blank, then it’s time to look for inspiration. 

Here are a couple ways you can do this; 

• Look up hashtags like #sgrealestate, #sgproperty or #sgrealtor to see what others are posting about.
• Hop on Google to see what blogs, questions, or latest news articles are uploaded on property marketing. You can turn those contents into posts by adding in your thoughts as well. 
• Try posting tips for buyers. 
• Post images or videos of your new listings (This idea would be something you want to expand on if your marketing goal is to generate leads). 
• Share testimonials and case studies from the clients you worked with. 

Pro tip: Make sure the ‘voice’ you plan on adopting for your socials are consistent. For example, do you want to sound informative or would you rather come across as friendly and inviting? Once you’ve determined the ‘voice’ you’re adopting, stick to it. 

Finally, it’s time to outline a thorough content calendar that lists all of the posts, themes, hashtags, and publication dates in order. This allows you to best organize your content as well as plan when and where each post will be published. 

This however doesn’t mean you should spend a hefty amount on downloading virtual planners, when all you need is a simple Google Excel sheet. 

Use each tab to cover the date you will be posting the social, time, topic outline, actual post copy, image that will accompany the post, hashtags you’ll be using, as well as how much you’re planning to pay for boosting the post, if ever. 

Pro tip: If you’re running more than one property campaign, be sure to keep separate sheets for each of them and try not to repeat your content. 

And that’s how you build a killer social media strategy! Interested in more tips to help you build a successful new launch campaign for your properties? Head on over to our LinkedIn or Facebook page for regular property lead generation content! 

Need help with your real estate social media content? Well, look no further than SellMoreCondos (SMC)! With years of experience in the field, our qualified team is trained to deliver tailored content that entices audiences enough to contact your property marketing agency. However, our services aren’t just limited to social media content. We also specialize in crafting property google ads, real estate microsites, as well as landing pages that deliver results. Interested to learn more? Wait no longer – get in touch with our friendly team today.