Social Media Optimisation for Estate Agents

Published: 06 July 2017

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Social Media Optimisation for Estate Agents

Social Media Optimisation for Estate Agents

Social media networks are extremely effective channels for marketing your estate agency to your target audience. That's why optimizing your social media presence is crucial to ensure you get maximum visibility and a healthy conversion rate on any enquiries received via the networks. While Facebook and Twitter might seem trite to many property professionals, there are significant advantages in maintaining a good social presence, perhaps most importantly as a mechanism to get new clients through the door.

Social media is now an accepted channel for promotion and lead generation in business and yet many estate agents still question its value. Although navigating online society may seem daunting and pointless, there are significant advantages that highlight the importance of a strong social media presence for agents today.

Strengthen Client Communication

When you consider the volume of people interacting and 'socializing' online via social networks like Facebook, Twitter and Instagram, it makes sense to penetrate this inner circle of your target audience.

These social platforms are perfect for communicating with existing and future clients at eye-level and in a relaxed and informal environment. This can be a tremendous help in establishing your agency as the go-to for property in your area and allows you to build strong relationships founded on trust.

As evidenced by the 2016 Presidential elections, social media is a hugely influential tool in modern society. Research shows that up to 90% of people trust the information they have shared with them on social media. Sadly, this is not always a great thing which is why it's even more important to have an established and high-profile social media presence so that you can be the voice of authority in amongst the 'fake news'.

By engaging with your prospective and existing clients both inside and outside your physical agency, you create a transparent environment that engenders trust between both parties. It also provides the perfect platform to set you apart from the competition.

Raise Brand Awareness

Your agency is a brand that you want people to recognize and a good social media presence is a great way to spread the word about where you are and what you offer to a wide audience. The main way to establish your brand is by conveying a consistent message that best reflects your agency's principal attributes.

You can do this by creating the right kind of content that responds to the changing landscape in your local property market. Social media platforms are all about what's happening now and when people want answers to questions, they're no longer prepared to hang around while a compelling piece is laboured over to answer their queries.

Always use good images when posting on social media and ensure your estate agent's logo and contact details are clearly visible on each of them. That means you have extra exposure if your content is 'liked' or shared that can potentially convert to new business. It also presents a more consistent and cohesive brand identity that your audience will become familiar with over time until they have complete brand recognition.


Optimizing your social presence has significant benefits to developing and growing your prospect community. Once your accounts are created, you can start to accumulate followers and before long, you'll have an expanded audience that's been grown in a completely organic way. Marketing via social media is essentially the digital equivalent of traditional word-of-mouth advertising and has merits that estate agents shouldn't ignore.

Social media optimization or SMO works best as an integral part of a strong content marketing strategy which is often best-managed by experienced professionals. A thorough understanding of how to exploit social media channels is required for maximum lead generation and client retention particularly in the heavily overcrowded healthcare sector.

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