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Social Media 101 for Real Estate and Lending Professionals

Social Media for Real Estate and Lending Professionals

It’s Time to Get Fluent in These Cost-Efficient Marketing Platforms

Ramping up your business with social media is becoming increasingly vital to succeeding in today’s marketplace. In fact, two-thirds of Americans use social media, and according to a Forbes study, 78 percent of respondents say social media posts from companies influence their buying decisions. There are several social media platforms you can use to reach your audience. Let’s look at the advantages of the most popular networks.


Facebook is the largest and most-popular social media network. With 1.32 billion active users, getting your content in front of other people isn’t too difficult. When using Facebook for business purposes, it’s important to remember to make a business page, not a personal profile. Here’s some benefits of a business page: 

  • Keeps your personal life and work life separate
  • You can boost posts and advertise
  • You can keep track of all page analytics
  • You can have an unlimited number of followers (personal profiles limit you to 5,000 friends)

Facebook accounts for 50% of total social referrals and 64% of total social revenue. It is important to keep your business page clean and professional as clients will be looking here for prime content that will benefit them and their homebuying experience, and potentially read reviews about you. To make a good first impression, be sure you have a professional headshot, an appropriate cover photo, and that the About section is up to date so people can contact you. 

Facebook also influenced 52% of consumers’ online and offline purchases, so be sure you are posting consistent, relevant content that your viewers want to see. Posting at least twice a day on Facebook will keep your consumers informed, but not bombarded. 


Did you know that people are more likely to remember what they see than what they read or hear? Instagram, owned by Facebook, is a great social network for people who are driven by visuals because it is comprised of only photos and videos. Because Instagram is for photos and videos, this is a great platform to use to show off your business success by not just telling your audience, but showing them.

Just as with Facebook, it is important that you create a business page so that you can track analytics, run Instagram advertisements, and be found much easier. You are also able to put your contact information and website right in the bio of your profile, making it very easy for clients to contact you.


Twitter is probably the most unique social media channel. With a strict 280 character count when posting, Twitter forces you to get to the point, and fast. While you can post photos and videos, text is key on Twitter as its main purpose is to cultivate conversation. 

Twitter is great for connecting with influencers in your industry, talking directly to your audience, and sharing your thoughts and expertise. Hashtags are extremely valuable on Twitter as it is very common for people to search a hashtag to find the content they are looking for. Also, because tweets must be quick and to the point, there is no limit to how often you should tweet in a day!


LinkedIn is the world’s largest professional network. Because LinkedIn is focused on people’s professional lives, very minimal personal life information is shared here. LinkedIn is great for:

  • Sharing professional content about your business or your professional life 
  • Growing your professional network
  • Giving and receiving referrals and endorsements
  • Sharing your professional background with others
  • Getting industry insights

When setting up your LinkedIn, imagine the CEO of your company will be looking at it. You want your page to impress others – use a professional, up-to-date headshot, include all your past work experience, and add a headline, summary, and any skills you want to show off.  

When growing your network on LinkedIn, be mindful of who you are connecting with. You want your connections to add professional value. 

Start familiarizing yourself with these major platforms and keep an eye out for a follow-up blog where we give tips on what to post, when to post it and how often. 

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