Over the last few years, the COVID-19 pandemic has changed the way that many real estate agents, brokers, teams and other industry professionals run their businesses, from learning how to utilize new tools and resources to stay connected to their clients and leads, to redefining their social media and digital marketing strategies and efforts. Remote work and lockdowns, plus unforseen restrictions and guidelines, have affected everyone across the industry.
The Continued Impact of COVID-19
“The pandemic really drove people to social media to feed that need for connection,” says Van Burkleo. “Beyond increased needs for connectivity, many were focused less on follower count and more on the quality of and impact in their community, in addition to being able to build a community online that actually spills over into your ‘real’ life.”
Freeman and her team also recognized the importance of having an online presence throughout the pandemic. As they planned their strategy for 2021 and 2022, they kept in mind that people were spending more time than ever before online, and invested time, effort and money into new platforms and tactics.
“COVID has impacted the lives of every audience, every age group, and users spend more time than ever online and on social media,” she says. “There are limited ways to reach users in the real world, so, in order to catch up, every channel has to be utilized.”
For real estate professionals, 2022 will be a year of evolution. To keep up with this evolution, now is the time to embrace new ways of promoting your business, growing your sphere of influence and truly embracing this ever-changing industry.
“Social media is a great place to broadcast yourself and your business. It is like a free billboard that you can use to show off your business to your community,” says Sarno. “The more that people see your name and face, the more likely they are to contact you when they are in need of real estate services.”
Final Words of Advice for Real Estate Professionals
As we forge ahead through 2022, this guide will help you create and maintain a strong social media and digital marketing strategy, finding success for your real estate business no matter what challenges come your way. From learning new platforms and updating your content, to understanding who your audience is and knowing where to spend those marketing dollars, you now have everything you need to grow your business.
Now that we have explored the different facets of the many social media and digital marketing trends for 2022, our social media and marketing experts share some advice for both new agents entering this unique market, as well as seasoned industry veterans looking to create a more effective presence in the digital and social media space.
“Make a name for yourself on Facebook, Instagram and LinkedIn. Ensure your content is providing value to your audience by sharing things your audience wants to know or see. First-time home buying tips, a day in the life of a REALTORⓇ, and home tours are great pieces of content that people want to see. I always suggest sharing a blend of both personal content and real estate content so your followers have a chance to know you as an individual. If it all seems overwhelming, I would suggest focusing on one platform at a time until you feel comfortable expanding your social presence.”
-Emily Sarno, Social Media Specialist, Coldwell Banker
“For new agents, connect with your sphere on all the major social platforms and let them know you are in real estate. Join local neighborhood social media groups and focus on adding value and become a neighborhood expert. For experienced agents, develop a strong brand that builds trust with reviews and testimonials across the major platforms. As more people seek out hyper local content about an area they are interested in, they’re expecting to see more local content featured on social media, too. They want insight into what features and attractions the neighborhood and surrounding areas offer.”
-Rajeev Sajja, Vice President of Digital Innovation, Berkshire Hathaway HomeServices Fox & Roach REALTORSⓇ
“I tell all of my new agents to sit down and create a business plan. Not only are we going to have a business plan, we’re going to have a marketing plan, and our marketing plan is going to include a social media strategy. I have a handful of agents who I helped reach six figures in just 12 months. Their first 12 months selling real estate, every last one of them had a business plan and a marketing plan that includes a strong social media strategy.”
-Marki Lemons-Ryhal, Founder, ReMarkiTable LLC
For new agents, create all your content with just the intent to sell. Social media video platforms, such as Instagram Reels or TikTok are invaluable tools and should be used as a means of connecting with potential clients in a personal way based on shared interests and values. Sales will come naturally from this. For seasoned real estate agents, quality content is key to gaining followers on social media. Focus on quality content over quantity.”
-Chelsea Freeman, Marketing Communications Manager, Berkshire Hathaway HomeServices
“Make sure you have an online presence. Create a schedule for regular posting and stick to it. Consistency matters on social media. Are you great with videos? Aim to post at least one listing video per month, and try to exceed your goals over time. Are you better with numbers? Provide a monthly market report to add value for your followers. Are you an expert on your community? Share events, new restaurants, trends and hot spots in your market to become someone that people love to follow. Ensure you have all the right tools and online resources working for you to generate more business, and be sure to market consistently to your sphere and past clients.”
-Maria Hill, Vice President of Marketing & Communications, Berkshire Hathaway HomeServices Nevada, California & Arizona Properties
“Start building your brand now! Who are you? What do you stand for? If you aren’t sure, ask three to five people to share one word that describes you. Your vibe attracts your tribe. Find a mentor. Get more involved within your community. I know some people are nervous to be on camera, but I once heard a quote from eXp Agent, Veronica Figueroa, and it resonated with me: “My crappy video is still going to outperform your non-video any day.” And it’s true. Just get started. Are you going to love what you first put out when looking back years from now? Probably not…but you’re learning and growing every day. You started, and that in itself is worth celebrating.”
-Jenn Van Burkleo, Director of Marketing, Events and Social Media, eXp Realty
