Why Use Social Media to Market Real Estate Development?

Tuesday, December 18th, 2018

Real estate development is a competitive business, and if you’re going to stay ahead of the game, you’re going to need the best marketing strategy possible. If you’re a developer, you already know this, but for many in the industry, social media is unfamiliar territory. Why use it in your property development marketing strategy? If you think about it, you already know the answer: you should be using every tool in your arsenal to keep your competitive edge.


Any property marketing strategy has to be well-rounded. You want a campaign that shows off the features of the property, highlights amenities, and reaches the buyers where they are. And where are they? A great many of them are on social media. Properly constructed, a social media marketing strategy can increase inbound traffic to your website, increase conversion rates, improve customer insight, and decrease your overall marketing costs. For property development marketing, the secret to social media success is understanding your target audience, and knowing the appropriate social media platforms to choose.


  • Facebook: The largest social network, Facebook is that time-sucking, attention-grabbing place where everyone you know goes to watch cat videos and post memes. On the other hand, it’s also the world’s largest collection of brand pages and private groups, and a great place to engage with your target audience and drive traffic to your website and source qualified buyers. Skip the personal profile and focus on building your real estate development’s brand page, working with other brands to amplify each other’s messages by liking, sharing, and commenting on posts. Post a variety of content, not just from your own website, but pulled from other sources that provide value to your target audience. Make sure to engage with people who comment on or share your posts, and join some private groups to build your network. Go ahead and pay to boost your important posts and make sure your content is seen; the network is so large that you could get lost in the shuffle if you’re not proactive.
  • Twitter: Made nearly infamous by celebrities and politicians, Twitter nonetheless offers benefits to real estate developers. It requires some effort but can be an effective place to engage if you can rise above the noise of the crowd. There are no integrated brand pages on Twitter, so you’ll need separate accounts for your personal posts and your business. Link your real estate development brand profile to a company email, and make sure anyone in the company who wants to post to it has access. Keep your content relevant, focusing on sharing content from your website, commenting on articles and real estate news, and responding to comments and questions from other users. Twitter is not for the faint of heart: you should plan on posting several times per week if you want to remain relevant. Try to integrate as many visuals as possible, as images increase engagement, and use hashtags liberally to tie your posts to existing conversations. Follow members of your target audience as well as peers and industry leaders, proactively engage in conversation, and run paid campaigns for your important posts.
  • Instagram: Instagram is visually driven, and gives you the perfect opportunity to show off your properties. You’ll want to post beautiful shots of the model homes and building amenities, views, the surrounding neighborhood, and anything else that will show off your property to its best advantage. 800 million users are active on Instagram, and you can use Facebook’s Ad Manager to track your metrics and adjust your advertising.


Social media marketing may be new territory for you, but at SagePoint, it’s familiar ground. SagePoint offers the professional marketing, sales and advisory services you’re looking for, no matter the medium or platform. When we’re part of your project from the very start, you can expect your property to be positioned, designed and built to target your market and maximize your returns. To learn more about our services, please contact us online or email us at inquiries@sagepointre.com.