Best Real Estate Content Ideas for Social Media

While social media seem easy, picking the best Real Estate content for social media can be tricky. Most agents only know and post listing videos and images along with “just sold” posts. However, social media have a much better and bigger potential. Therefore we decided to analyze the different kinds of content available for Real Estate on social media and see how they fare in terms of performance. To do so we reviewed the existing literature on the web. Then we compared our findings with the answers we got from the survey done by roomvu. Then we compared them with data we got from our database from roomvu dashboards.

Read our blog to know more about real estate content marketing

Background Studies

Many studies cite the importance of videos when using social media as a marketing tool. For example, one market research indicated that videos attract 300% more traffic, thereby increasing the chances of generating leads.

A recent study showed as well that Real Estate listings with video receive 403% more inquiries than their video-less counterparts. This research also found out that 85% of buyers and sellers want to work with an agent using Real Estate videos for marketing. It likewise indicated that 86% of home buyers use videos to research a particular community and 70% of them watch video house tours and 70% of them watch video house tours. Finally, it is generally accepted among Real Estate agents that video posts see greater engagement than photos, which is why 81% of them prefer video marketing on Facebook.

roomvu Data

With the increasing number of home buyers turning to the internet in their home search, we saw how important it is to find out what types of content they engage with the most. Our analysis found that Home Search and List Homes tend to be the most effective and engaging types of content shared on social media.

These Real Estate content types and their kin in social media marketing are described below.

• List of Homes: This is a post enabling access to a list of homes like a list of homes priced under $800K.
• AI Videos: These are the videos curated by our AI learning from past audience engagement per agent.
• Home Valuations: A landing page asking their audience to provide their address to get a listed home’s value
• Market Videos: General market statistics and forecasts in each region.
• Community Videos: Neighbourhood videos, recent developments, etc.
• News Headlines: Curated news headlines in each community using AI.
• Curated Search: Curated home search (e.g., find the best bargains in North Vancouver)
• Manual Links: Custom links the agents’ supplied for posting.
• Rent Vs. Buy: A landing page promoting buying as opposed to renting.
• Question Form: A landing page promoting questions from an agent’s audience
• Profile/Website: A agent’s profile or website.
• Listing Videos: Video of an agent’s listing.

The Analysis

It is noteworthy that while List of Homes delivered the widest content reach, listing videos drove the least amount of engagement and reach in agents’ social media. We believe the high engagement in home sales listings covering a certain price range is just partly because the list can apply to any community. List of Homes also looks “curated” and caters more to audience curiosity. The social media audience often won’t access a list that they believe is not hyperlocal.

It is clear why AI-curated videos perform relatively well in terms of engagement and reach. This is because the data on the previous posts of each agent has been collected by roomvu’s data analytics division. It helps a lot that the subsequent content is scheduled based on the AI engine’s recommendation on which video will perform well the next time around.

Why home listing videos perform so low on social media can be explained when browsing agents’ social media. This is particularly interesting since agents are known to typically spend $300 or more on a single listing video. We believe the continued use of such content despite its cost is not its potential for high engagement or reach. Rather, this sustained usage appears due to the agents seeing its potential of showing their marketing skills to fence-sitting prospective sellers who may have access to their videos.

Video Performance

It is believed that videos perform well in terms of engagement across social media. So we dug deeper to see which kind of videos stand out among the rest.

Our data show that Market Report Videos create the best engagement and user interaction. Then we have neighborhood videos

roomvu Survey

Our survey among the sample agent shows that agents are more inclined to post listing videos and educational content. This could be due to the fact, listings are always the easiest content to post when it comes to social media.

Agents expressed in our survey that property listings drive higher engagement. But our internal data of audience engagement show the opposite. Listings perform the weakest among social media engagement.

While listing videos may drive future listings from prospective sellers, it appears that agents must avoid limiting their social media postings to just listings. Real Estate agents must leverage social media not only to provide educational content that builds the trust of their audience. They should also deliver more diverse content that can help create an image and voice for their brand.

Content Format: Videos or Images?

Let’s have a deeper look into the matter and see how different formats of content perform on social media for Real Estate.

Background Studies

According to social media management platforms Hootsuite and Buffer, video posts draw greater engagement than photos, explaining why 81% of businesses prefer video marketing on Facebook.

Demonstrating this superiority, videos on Instagram generate more engagement than any other content type. The head of Instagram, Adam Mosseri, revealed in a 2021 post that videos will be a key focus area of Instagram onward, as it is “driving an immense amount of growth online for all major platforms.”

The role of videos on social media cannot be denied. According to data cruncher Statista, 83.3% of internet users in the US accessed digital video content in 2020. By 2022, it was estimated that online videos would make up more than 82% of all consumer internet traffic—15 times higher than it was in 2017. If you want to know more about content marketing read our real estate content marketing guide.

Roomvu Data

In our survey, the polled agents said that they find videos the most engaging form of content followed by images.

roomvu Survey

In our survey, agents said that they find videos the most engaging form of content followed by images.