Over the past 12 months, agents credited social media for bringing them the highest number of quality leads, topping other methods such as their MLS sites, brokerage websites, and listing aggregators, according to the National Association of RELATORS®’ 2018 Technology Survey, a survey of more than 2,500 real estate professionals.
Many real estate pros cite social media as offering some of the highest quality leads. But they aren’t quite investing in it as much as you might think given its perceived importance.
Many agents do appear to be taking advantage of the free offerings that social media networks offer. But the survey found the majority of agents who use social media for their real estate marketing say they do not use a social media management software to schedule posts or post to multiple platforms at once.
Seventy percent of real estate professionals surveyed say they use social media for their real estate business, the survey showed. The most used social media networks were overwhelmingly Facebook at 97 percent, followed by LinkedIn (59 percent), Instagram (39 percent), and Twitter (33 percent).
The main reasons real estate professionals say they use social media for their business are for promoting listings, building and maintaining relationships with existing clients, and because it is expected that they have a presence on social media. For the 22 percent of respondents who say they do not use social media in their business, they say it’s because they’re either not interested in it, don’t trust it, or they don’t see the return on investment.
Many real estate pros report that they want to explore more ways to boost their online marketing efforts. For example, 32 percent of respondents say they hope to add video marketing in the future.
