The Why & How of Advertising on Social Media

Real Estate Technology with Homesnap


Why Social Media


Postcards, flyers and brochures work well and serve a purpose, but the advertising landscape is changing, and you won’t keep up with your peers if you don’t broaden your reach.


Social media marketing expert Gary Vaynerchuk emphasized the importance of social media exposure during his keynote speech at Inman Connect in August 2016. “There is real transactional value going on in this environment, and I’m thirsty for people to understand how big a deal this is,” he stressed.


Your clients, prospects and potential leads are on social media. They’re ready to engage - to be social - and you need to be, too. But the way you approach Facebook and Instagram ads should be different than how you advertise offline. Let’s dive into a couple strategies for social media advertising.


What to Advertise


What to say on social media has as much to do with your business goals (brand exposure or lead generation) as what your audience wants. You may have to start by focusing on brand exposure to gain your audience’s trust before you can convert them to qualified leads.


What does brand exposure look like? If you don’t already have a logo for yourself, your team or your brokerage, go to a site like Fiverr or 99designs to have one created quickly and inexpensively. Then use the logo in your marketing to build visual familiarity.


Promote your recent sales and new listings with your logo incorporated into the ad design. This will show your target audience that you’re an active and successful agent. Try Homesnap’s Brand Package in conjunction with listing ads or video ads on Facebook and Instagram. This service features your logo and brand colors in your ads and premium lead pages.



Next, create a call to action that ties in with your goal. For brand exposure, do you want to offer value with a no-pressure way to keep in touch, like with a newsletter? To attract leads who are ready to sell, will you offer a free home value estimate? Your call to action needs to entice users to click on your ad.


Where to Send People


Your ad gets a CLICK. Great! Now where are people being re-directed to? We love what Chris Locke said in his comment on our last ActiveRain post: “Listen up agents...don't send your traffic from digital ads to the home page of your website.  Match the page with the ad and have a page designed to capture leads (that isn't your home page, folks!).”


Chris nailed it. Lead pages are professionally designed to capture contact information, and home pages aren’t.


Make sure your lead page actually delivers what your call to action is offering (like a newsletter) or asking your audience to do (submit their address for a home valuation). There are a variety of options, so let's look at a few of Homesnap’s premium lead capture pages to see how they pair with Facebook and Instagram ads:


Market Guide Lead Page

You’re positioning yourself as a local expert. Consumers land on this lead page and see accurate real-time market stats (Homesnap uses MLS data). These data points reinforce your expertise and build trust.

Market Guide Lead Page


Newsletter Lead Page

Brand exposure and expanding the top of your funnel are your main goals. Do this with a weekly real estate newsletter that features updated, relevant information and keeps you top of mind. Homesnap’s newsletter is sent on your behalf using MLS data, making it completely hands-off.

Newsletter Lead Page

Home Value Lead Page

You’re ready to sell homes and want to attract those who are ready too. Offering a free home valuation is a tried and true way to get potential sellers to raise their hands. The first impression is always important, so follow up on leads quickly and and make a connection.

Home Estimate Lead Page

Comments (16)

Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Great tips to keep us social in this ever changing crazy business! 

Feb 09, 2017 03:21 PM
Homesnap Pro App

Thanks, Joan!

Feb 10, 2017 06:47 AM
Lisa Hernandez
Opes Real Estate Group - Kendall, FL
Realtor serving Kendall, South Miami & Pinecrest

Facebook and IG - gotta be there!

Feb 09, 2017 03:23 PM
Foster Smith Summerville
Carolina One Real Estate - Summerville, SC
Summerville & Charleston Homes for Sale SC Realtor

Great post on social media. 

Feb 10, 2017 04:11 AM
Homesnap Pro App

Thanks, Foster!

Feb 10, 2017 06:47 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

There are some really good tips for marketing on social media these days. Bookmarked for further reading.


Feb 10, 2017 08:12 PM
Homesnap Pro App

Glad you found it useful! Let us know if you have any questions.

Feb 13, 2017 07:02 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

I am refocusing my marketing and use of social media. You gave us some great, usable tips.


Feb 11, 2017 03:09 PM
Homesnap Pro App

Happy to help!

Feb 13, 2017 07:03 AM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Good Stuff!  I have bookmarked to re-read.

Feb 11, 2017 10:13 PM
Homesnap Pro App

Thanks, Diana!

Feb 13, 2017 07:03 AM
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

I have to bookmark this .... I really appreciate the information... need to study it

Feb 13, 2017 12:30 AM
Homesnap Pro App

It's a lot to take in! Let us know if you have questions.

Feb 13, 2017 07:03 AM
John Marshall - FORE!
LoKation Real Estate - Cherry Hills Village, CO
Specializing in Golf Course Properties

This is great info, I have the Homesnap app but had no idea of its additional features, I will start playing with this tool and other social media ideas thank you.

Feb 13, 2017 05:16 AM
Homesnap Pro App

Our pleasure! Let us know if you have any questions. We also have more features in the works for the Facebook ads we offer, so stay tuned. 

Feb 13, 2017 07:10 AM
Chris Locke
Acton, CA

Another good post by HomeSnap, highlighted by mentioning me in your post. ;)


Feb 13, 2017 09:05 AM
Homesnap Pro App

 Thanks, Chris!

Feb 13, 2017 11:08 AM
Brittany Nettles
Keller Williams Realty Center City - Philadelphia, PA
Realtor and Social Media Guru in Philadelphia!

Social media is severely overlooked. While "old school" marketing if effective, social media is more efficient in today's techworld. Great post.

Feb 13, 2017 05:31 PM
Homesnap Pro App

Agreed! Thanks, Brittany.

Feb 14, 2017 06:52 AM
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Thanks for the information.  Organic beats salesy. 

Feb 13, 2017 09:50 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I have to save this one for later because it's so valuable about everything I need to know at the moment probably

Feb 13, 2017 11:16 PM
Homesnap Pro App

Yes! Social media exposure is incredibly important in today's advertising world.

Feb 14, 2017 06:53 AM
Steven Nickens
Hawaii Life Real Estate Brokers - Wailea, HI
R(S)GRI ABR, Maui Real Estate Hawaii

Some of the best tips I have found over the years  have been on activerain, excellent post.

Feb 13, 2017 11:36 PM
Homesnap Pro App

Thank you, Steven!

Feb 14, 2017 06:53 AM
Ron Aguilar
Gateway Mortgage Group - Saint George, UT
Mortgage & Real Estate Advisor since 1995

We have ran Facebook ads since last year about "what is your home value."

The problem is trying to control or manage the lead data when people that just bought the home recently now want to know the value. These people are not motivated to sell but they did bite the carrot. We will adjust our filtering even further.

Feb 14, 2017 08:26 AM
Randy Elliott
RE/MAX Gold - Lodi, CA
REALTOR : Lodi / Stockton, CA

Great info!

I like the Homesnap app. I've even received a couple leads from users.  

I'd like to know how I change my default zip code that comes in my emails with area info though.  Haven't been able to find anywhere to change it. 

Feb 14, 2017 12:17 PM
Homesnap Pro App

Great to hear! Our support team will reach out to you with info on updating your preferred zips. 

Feb 14, 2017 01:39 PM
Doug Seabury
Keller Willams Mountain Properties - Vail, CO
Serving Vail, Beaver Creek & entire Vail Valley

Great post.  Thank you!

Feb 15, 2017 08:19 AM
Homesnap Pro App

Glad you found it helpful, Doug!

Feb 15, 2017 08:50 AM