How to Elevate Your Real Estate Business With Influencer Marketing

Whether you’re a marketer tasked with promoting rentals or real estate for a client or a savvy real estate agent looking to put influencer marketing to work for you, working with creators can support your efforts. While fashion, beauty, and lifestyle may be the most popular categories for content creators, there’s more than enough influencer talent to promote real estate on social media. Check out these tips and examples to get inspiration for your next campaign.

Find where your audience is online

You’ll want to invest in influencer marketing on the channels where most of your target audience spends its time. Not sure where your typical buyer hangs out online? Start with this 2023 infographic showing where each generational cohort of U.S. adults spends their time on digital platforms. 

Once you know which platforms to focus your campaigns on, you’ll need to find the right influencers to reach your target audience. For example, with boomers spending more time on Facebook than other platforms, it makes sense to market homes in a gated retirement community through influencers whose followers are primarily seniors in the area. 

Selling fixer-uppers in the woods? Look for renovation influencers on Instagram whose followers might be ready to take the leap. Working to sell tiny homes in a new community? Turn to TikTok influencers specializing in minimalism to reach first-time buyers for whom affordability trumps square footage. 

Create a content marketing calendar

As a visual plan for your influencer marketing activities, a content calendar can help you organize and schedule your campaigns. By streamlining your process, you’ll benefit from a consistent posting schedule, collaboration between campaigns and tasks, asset organization, and the ability to track progress and measure results. 

Lean into local influencers

Influencers who know the area where you’re selling real estate can serve as promoters in your campaigns by sharing their knowledge and experience. This could include tips, reviews, and recommendations about schools, neighborhoods, nightlife, sports teams, parks, and recreational activities, among other insights.

Need an example? Check out this sponsored post from a real estate company, in which they turned to the local influencer behind What’s on in Durbanville and Beyond, who highlights entertainment, eating, and shopping in the regional area. 

Turn to satisfied clients

Your satisfied clients can be your biggest promoters. Request that you capture their review of your services in writing and video, as Phoenix Realtor Mark Michaud did with this Instagram testimonial. Beyond just sharing it on your channels, you can ask your clients to share it on their social media channels as well. You can also offer current customers, such as renters, a discount on rent to share their testimonials on their social media pages.

Have your influencers touch on FAQs

Regardless of whether your influencer is an employee, partnering service provider, or individual content creator, you’ll want to ensure that the information they share is valuable. One good place to start is with an essential list of frequently asked questions. By offering educational content about down payments, renting, closing costs, home inspections, and curb appeal, you’ll be positioning yourself and your real estate company as an authority in the industry.

Curious what they might look like? When local real estate agent Tara Harrington wanted to reach more families moving from New York City to the suburbs, she partnered with NYC-based nanny service A Nanny Match to share tips in a blog post. 

Host contests and giveaways

Everyone loves winning and contests and giveaways are a great way to increase brand awareness and engagement. Look for influencers whose followers include your target audience in terms of location, income, and, ideally, buying interest. Then, enlist their help in promoting your campaign, which will help you collect contact information for prospects. 

Create an affiliate program for influencers

Every influencer marketing campaign should have a solid call to action. While “Call today” may earn you a few initial leads, looking for ways to collect contact information to follow up with prospects is essential. 

Consider creating an affiliate program through which influencers can earn a commission for every referral. With a financial motivation to promote your properties, you’ll get exponential marketing from active influencers. And because each influencer will have their referral link to your website or landing page, there’s no limit on the number of influencers you could use on a given campaign.

Optimize for mobile 

According to the National Association of Realtors, 73% of buyers researched homes on a phone or tablet. When your influencers send prospects to a landing page, ensure that the site is optimized for conversion, or you’ll have wasted an opportunity. 

It’s also worth noting that Google predominantly uses mobile-first indexing, so you’ll want a mobile version of your site with great content for SEO.

Respond to every relevant comment 

What’s the point of generating interest and engagement if questions and comments are ignored? Someone on your team should monitor and respond to comments on all social media content. In some cases, your influencer might be able to answer (like if they’re an employee), but no one knows your business better than someone employed by it.

Track, analyze, and learn from metrics 

To assess the effectiveness of your influencer marketing campaigns, you’ll need to track their performance. Look at metrics like shares, click-through rates, and conversions, and then tweak campaigns as necessary based on what you’ve learned. 

Put these ideas and best practices to work for your real estate company as you delve into influencer marketing. By paying attention to where there’s room for improvement, you can adjust each campaign to maximize reach, engagement, and profits.