The Ultimate Guide to Social Media Marketing for Luxury Real Estate Agents - Marketing, Social Media | New Media 4 Agents
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The Ultimate Guide to Social Media Marketing for Luxury Real Estate Agents

The Ultimate Guide to Social Media Marketing for Luxury Real Estate Agents

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As you no doubt already know, social media marketing is essential for success in the real estate industry, but it’s especially important in the luxury real estate sector.

Luxury real estate is a business built on reputations, and the more active you are on social media, the more you’ll build trust and lasting relationships with your clients.

That’s all easily said, but how do you do it? If you follow the tips and guidelines in this luxury real estate social media marketing guide, you’ll have the tools and knowledge you need to create compelling social media presences that will get your clients’ attention and help you grow your business.

Facebook Personal Page

If you’re like most people, you already have a personal Facebook page. While you will also want to create a business page (which we’ll discuss in the next section), you can use your existing personal presence on Facebook to grow your luxury real estate business, as well.

The key with using your personal Facebook page to promote your luxury real estate business, is not to overwhelm your friends with your posts. Instead of posting just listed and just sold pictures with generic copy, post your day-to-day life as a luxury real estate agent.

Remember, there’s nothing wrong with posting a picture or link once a day that’s related to your business, but don’t treat your personal page as an online billboard for your real estate business.

When in doubt, choose posts and pictures that show how you spend your day and the lifestyle aspects of being surrounded by luxury properties and affluent clients.

Remember, people follow your posts on your personal page because they’re your friends and family. That doesn’t mean that they can’t be your clients, but it also means that this content should be a bit more personal.

Also, I shouldn’t have to say this, but make sure that all of your posts are polite and professional. Don’t go on any rants or post pictures of wild parties. You want to build your reputation, not undermine it.

Facebook Business Page

Your Facebook business page will be entirely devoted to your luxury real estate business.

While you still don’t want to spam your audience with fifty posts in a day, you can post a bit more here about your real estate business than you do on your personal page. However, remember that this is social media and that you should use your business page to do more than just post listings and upcoming open houses.

One of the biggest reasons to keep this in mind is that Facebook’s newsfeeds are not always in chronological order.

Posts that get a lot of likes, comments, and shares, will be bumped up on users’ feeds and will appear more often than posts that haven’t attracted much engagement. Because of the engagement ranking algorithm, you want to focus on posting valuable, shareable content.

It’s also a good idea to post at least once or twice a day on Facebook. Depending on your audience, you can even post up to five or six times daily without looking like you’re spamming your followers’ feeds.

We recommend including posts about neighborhood happenings, events, beautiful properties in the area, listings, and open houses.

The right mix of relevant posts will help you create an effective Facebook presence.

Instagram Profile

Instagram is a wonderful social media platform for luxury real estate! After all, the focus of every single post must be an image or a video.

You can use Instagram to post pictures of:

  • Gorgeous new listings
  • Video clips of different parts of attractive properties
  • Images of your day-to-day life as an agent
  • and much more.

The key is to post attention-grabbing photos and videos that people won’t just scroll by.

Also, Instagram feeds are chronological, so your posts won’t show up again and again if they get a lot of engagement.

For that reason, a lot of real estate professionals post 1 to 2 times per day.


Snapchat is a newer social network that’s gaining a lot of popularity right now. You can take a quick video and post it as a Snapchat “story” that will be available to your followers for 24 hours.

Snapchat a great platform for you to create your own mini reality show where you show off beautiful details of your properties, funny things that happen throughout your day, and more.

It’s a great way to showcase your personality in video clips and pictures.


Of all of the social networks, LinkedIn is the most professional. It was originally designed and created to allow users to upload their résumés and make professional connections in their industries.

Today, it’s a great tool for making those connections. LinkedIn also includes blogs and other features to help you network more efficiently in the luxury real estate industry.

Using LinkedIn won’t necessarily involve short posts and pictures like other social networks. However, you can show your expertise by using the site’s blog feature, following people who are important in your field, and reaching out to other real estate professionals and clients in your area to connect.


People love pinning gorgeous pictures on Pinterest, and now you can give them some of those beautiful pictures and location information for your listings.

Creating and designing attention-grabbing images and tagging their location is an excellent way to get people to repin your posts on Pinterest.

Better yet, Pinterest users in your area looking for beautiful luxury homes will be able to search by location and see your images.

Or they can just follow your pinboards to see what amazing new properties you’re listing.


Finally, there’s Twitter. With its 140-character limit on tweets and it’s constantly updated feeds, you almost never have to worry about spamming your followers on this network.

In fact, if you have the content, you can post a tweet every hour on the hour about your business, upcoming events, and other real estate related content, and you’ll likely never hear any complaints about how much you’re posting.

The best way to help people see more of your tweets and follow the kinds of tweets that they’re interested in is to include relevant hashtags. These could include more general tags like #luxuryrealestate, or they could be specific to your area, local events, or even your business. You have a lot of freedom with your hashtags, so take a look at which ones are trending and make sure that they’re always relevant.

Above all else, make sure that you post unique content to each of your social media platforms. This way people have a reason to follow you across different social networks instead of only following one.

Instagram & Pinterest Marketing
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MARKETING STRATEGY: Custom strategy including posting, brand voice and tone, influencer research, and profile style guide.

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