Best Social Media Platforms for Home Builders and Developers

A strong online presence is crucial for home builders and developers. With over 5.17 billion people worldwide using social media platforms, these channels offer a powerful way to reach potential homebuyers, build brand awareness and drive traffic to your developer or home builder website. However, navigating that vast landscape of social media platforms can be overwhelming.

In 2024, which social media platforms should home builders and developers prioritize? The answer depends on your target audience, goals and resources.

This guide will explore the top social media platforms that offer the greatest potential for home builders and developers. We’ll delve into their unique features, benefits and best practices to help you create a successful social media strategy.

Should Your Homebuilding Company or Master-Planned Community be on Every Platform? 

The short answer is probably not. While it might seem tempting to have a presence on every social media platform, a more strategic approach is often more effective.

The key to success lies in identifying the platforms that best align with your target audience, goals and resources. For example, if your company’s ideal homebuyers are primarily on Instagram, focusing your efforts there might yield better results than spreading your resources thin across multiple platforms.

Remember: quality over quantity is essential. A strong presence on a few well-chosen platforms can be more impactful than a weak presence on many. By concentrating your efforts, you can deliver more valuable content and engage your audience more effectively.

Setting Goals for Your Home Builder or Developer Social Media Strategy

When developing a developer or home builder social media strategy, it’s crucial to define specific, measurable goals. These goals will guide your efforts and help you track your progress.

Common social media goals for home builders and developers include:

• Expanding brand reach: Increasing brand awareness and visibility among potential home buyers.
• Engaging with prospects: Interacting with potential customers and building relationships.
• Boosting website traffic: Driving visitors to your website and generating leads.
• Showcasing your portfolio: Displaying your projects and highlighting your expertise.
• Promoting company updates: Sharing news, events and announcements.
• Building trust and credibility: Establishing a positive reputation and fostering trust with your audience.
• Gaining new leads: Generating potential customers who are interested in your homes and communities.

Facebook

Great for: engaging with prospects, expanding brand reach, boosting website traffic, showcasing work, promoting company updates, building trust and credibility, gaining new leads

Facebook remains a powerful social media platform for home builders and developers, offering a wide range of benefits. The site is still the most-used social network based on number of users, with over 246 million U.S. users at the end of 2023. While often associated with older users, Facebook’s audience also includes a significant number of Millennials, Gen Xers and Baby Boomers, making it a valuable platform for reaching a broad range of potential homebuyers.

Other key advantages of Facebook include its versatility in the type of content and information that can be shared. There are a variety of features for promoting events, special offers, company updates and more. It’s a great platform for sharing photos and videos to showcase projects, videos and blogs, and it’s ideal for engaging with your audience and enhancing your brand image.

Perhaps the biggest advantage of Facebook is its extensive advertising platform. Leveraging Facebook’s paid advertising helps expand reach, generate leads and drive website traffic. The ads can also be cross promoted on Instagram and Meta’s extensive cross-network platform, allowing you to reach a wider audience and maximize your advertising budget.

Here are a few best practices to guide your home builder social media strategy on Facebook:

• Consistent Posting: Maintain a regular posting schedule to keep your audience engaged and stay top of mind. A balanced mix of original content, curated content and promotional posts can be effective.
• High-Quality Content: Share visually appealing and informative content that resonates with your target audience. Consider using storytelling techniques to create more engaging posts.
• Active Community Building: Respond to comments, messages and reviews promptly to build relationships and foster trust. Encourage discussions and ask open-ended questions to spark conversations.
• Utilize Facebook Live: Host live broadcasts to connect with your audience in real time, share behind-the-scenes content and answer questions. Consider conducting virtual tours of your properties or hosting Q&A sessions with experts.
• Strategic Promotions: Encourage engagement and attract new followers by offering incentives or by running contests or giveaways. Ensure that the prizes are relevant to your target audience and align with your brand.
• Track Your Analytics: Monitor your Facebook metrics to measure the effectiveness of your efforts and make data-driven decisions. Pay attention to key metrics such as engagement rate, click-through rate and conversion rate.
• Experiment with Different Formats: Test various types of content, such as images, videos, albums and stories to see what resonates best with your audience.
• Collaborate with Influencers: Partner with relevant influencers in the real estate industry to reach a wider audience and increase credibility.\
• Leverage Facebook Groups: Create or join relevant Facebook Groups to connect with like-minded individuals or your target audience and share valuable information.

By following these best practices and leveraging Facebook’s features, home builders and developers can effectively reach their target audience, build brand awareness and drive home sales.

Instagram

Great for: engaging with prospects, expanding brand reach, showcasing portfolio, promoting company updates, building trust and credibility, gaining new leads

Instagram, a visually driven platform, offers a unique opportunity for home builders and developers to showcase their work and engage with potential home buyers. Its focus on high-quality images and videos makes it an ideal platform for highlighting finished projects, construction progress and behind-the-scenes glimpses into your company’s operations.

The third-largest social platform behind Facebook and YouTube in the U.S., Instagram’s emphasis on visual storytelling allows you to create visually stunning content that captures the essence of your projects and attracts attention. By strategically using relevant hashtags when you post content, you can increase the visibility of your posts and reach a wider audience of potential homebuyers.

Best practices for sharing content on Instagram include:

• Consistent Content Creation: Maintain a regular posting schedule to keep your audience engaged and stay top-of-mind.
• Visual Excellence: Use professional-quality photos and videos to showcase your projects and brand.
• Targeted Reach: Utilize relevant hashtags to increase your post’s visibility and reach a wider audience of potential homebuyers.
• Engage with Your Audience: Respond to comments, direct messages and mentions promptly to show that you value your followers.
• Utilize Instagram Stories: Share behind-the-scenes content, quick updates, web links and time-sensitive offers through Instagram Stories.
• Create Engaging Reels: Instagram Reels are short-form videos that are a great way to showcase your projects in a fun and engaging way. Use trending audio, effects and creative editing techniques to make your Reels stand out.
• Partner with Influencers: Partner with relevant influencers in the real estate market to reach a wider audience and increase credibility.
• Run Contests and Giveaways: Encourage engagement and attract new followers by offering incentives.

By following these best practices and leveraging Instagram’s features, home builders and developers can create a visually stunning and engaging online presence that attracts potential home buyers and drives business growth.

Pinterest

Great for: showcasing portfolio, expanding brand reach, boosting website traffic, engaging with prospects, promoting company updates, building trust and credibility

Another visually driven platform, Pinterest offers a unique opportunity for home builders and developers to connect with potential homebuyers at the early stages of their homebuying journey. Unlike other social media platforms, Pinterest is specifically focused on visual content, making it an ideal place to showcase your projects, inspire homebuyers and drive traffic to your home builder website.

Pinterest provides a visual inspiration hub where homebuyers can discover new ideas and trends for their homes. By showcasing your projects and creating visually appealing content, you can position your brand as a leader in the industry and attract potential customers. Additionally, Pinterest allows you to target specific audiences based on their interests, demographics and behaviors, ensuring that your content reaches the right people. This targeted reach can help you generate leads and drive traffic to your website. Furthermore, Pinterest provides valuable insights into the preferences and trends of your target audience, allowing you to tailor your marketing efforts to meet their needs and expectations.

Here's a short list of best practices for Pinterest:

• Create High-Quality Pins: Design visually appealing pins that are eye-catching and relevant to your target audience. Use high-quality images and descriptive titles.
• Optimize for Search: Use relevant keywords in the pin titles, descriptions and board names to improve your visibility in Pinterest search results.
• Leverage Rich Pins: Utilize Pinterest’s rich pin features, such as product and article pins, to provide more information and enhance your content.
• Create Engaging Boards: Organize your content into well-curated boards that are relevant to your target audience. Use a variety of board types, such as collections, ideas and products.
• Promote Your Pins: Share your pins on other social media platforms and encourage your followers to re-pin your content.
• Run Contests and Giveaways: Host contests and giveaways to encourage engagement and attract new followers.
• Analyze Your Analytics: Track your Pinterest analytics to measure the performance of your content and identify areas for improvement.

When leveraging Pinterest’s features, home builders and developers can create a successful presence on the platform, attract potential customers and drive traffic.

YouTube

Great for: showcasing portfolio, expanding brand reach, engaging with prospects, building trust and credibility

YouTube, the world’s largest video-sharing platform, offers home builders and developers a unique opportunity to showcase their projects, engage with potential home buyers and expand their brand reach. With billions of monthly active users, YouTube is a powerful tool for visual storytelling and content marketing.

According to HubSpot, 85% of marketers rank short-form videos as the most effective type of social media content. This trend highlights the importance of video in today’s digital landscape. By incorporating video into your marketing strategy, you can showcase your projects while expanding your brand reach.

If you’re adding YouTube to your social media marketing strategy, here are a few best practices to make your channel stand out:

• Optimize Your Videos: Invest in professional quality equipment and editing software to produce videos that are visually appealing and engaging.
• Improve Discoverability: Use relevant keywords in your video titles, descriptions and tags to improve your search engine ranking.
• Foster Community: Respond to comments and questions to foster a sense of community and build relationships with viewers.
• Expand Your Reach: Share your videos on other social media platforms and encourage your audience to subscribe to your YouTube channel.
• Measure Your Success: Track your YouTube analytics to measure the performance of your videos and identify areas for improvement.

LinkedIn

Great for: expanding brand reach, engaging with Realtors, boosting website traffic, showcasing your work, promoting company updates, building trust and credibility, gaining new leads

LinkedIn, the world's largest professional networking platform, offers home builders and developers a unique opportunity to connect with industry professionals, showcase their expertise and generate leads. As a platform primarily focused on professional relationships, LinkedIn can be a valuable asset for building credibility and establishing your brand identity within the real estate industry.

Home builders and developers in particular can expand their professional network and build relationships with potential clients, realtors, partners and suppliers. By sharing articles, blog posts and updates about projects, professionals can demonstrate their knowledge and expertise in the field, establish themselves as thought leaders and attract potential clients. Additionally, LinkedIn’s lead generation features, such as InMail and sponsored content, allow home builders and developers to reach out to potential clients and generate new business opportunities.

Best practices for expanding a home builder or developer’s network include:

• Complete Your Profile: Ensure your LinkedIn profile is complete and accurate, including a professional headshot, summary and detailed experience section.
• Create a Company Page: In addition to your personal profile, create a company page for your homebuilding or development firm. This will allow you to showcase your company’s information, share updates and connect with other businesses.
• Join Relevant Groups: Participate in industry-specific groups to connect with like-minded professionals, share knowledge and stay updated on industry trends.
• Share Educational Content: Regularly share articles, blog posts and updates about your projects that demonstrate your expertise and provide value to your audience.
• Engage with Your Network: Interact with other professionals by commenting on their posts, liking their content and sending connection requests.
• Optimize Your Profile: Use relevant keywords in your profile and your company’s profile to improve your visibility in LinkedIn’s search results.
• Leverage LinkedIn Ads: Consider using LinkedIn’s advertising platform to target specific audiences and promote your brand or services.

By leveraging LinkedIn’s features, home builders and developers can build strong professional relationships, establish their brand and generate new business opportunities.

TikTok

Great for: showcasing portfolio, expanding brand reach, engaging with prospects, building trust and credibility

TikTok, with 1.92 billion users, has quickly become one of the most popular social media platforms. While its largest demographic is users aged 18-24, it also has a significant number of Millennial users aged 25-34. This platform offers builders a unique way to reach a specific segment of their target audience.

The social media platform’s focus on short-form videos makes it ideal for showcasing your projects, sharing behind-the-scenes content and creating engaging tutorials. By using relevant hashtags and engaging with your audience, you can reach potential homebuyers and expand your brand as modern and relevant.

Here’s how to leverage TikTok as a home builder or developer:

• Create Engaging Content: Produce high-quality, short-form videos that are visually appealing and informative.
• Utilize Trending Sounds and Effects: Incorporate popular sounds and effects to make your videos more discoverable and engaging.
• Engage with Your Audience: Respond to comments and messages to build relationships with your followers.
• Collaborate with TikTok Personalities: Partner with relevant personalities in the real estate or building industry to reach a wider audience.
• Track the Data: Monitor your TikTok analytics to measure the performance to find out what resonates most with your target audience.

X

Great for: engaging with prospects, expanding brand reach, promoting company updates, building trust and credibility

X, formerly Twitter, is a microblogging platform that offers a unique opportunity for home builders and developers to engage with their audience in real-time. While it may not be as essential as other platforms, X can still be a valuable tool for building brand awareness and connecting with potential customers.

One of the benefits of X is that it allows you to engage with your audience in real-time through tweets, replies and direct messages. By monitoring relevant trends and participating in industry discussions, you can increase your visibility and reach. Additionally, X can be used as a platform for providing timely customer support and addressing inquiries, helping to build trust and credibility with your audience.

Here are tips for making the most of X:

• Use Relevant Hashtags: Incorporate relevant hashtags to increase your tweets’ visibility.
• Engage with Other Users: Follow and interact with other accounts in your industry.
• Share Valuable Content: Share informative and engaging content that is relevant to your audience.
• Monitor Mentions: Keep track of mentions of your brand and respond promptly to any questions or feedback.

Houzz

Great for: showcasing portfolio, expanding brand reach, boosting website traffic, engaging with prospects, building trust and credibility

Houzz is a specialized platform dedicated to home design, architecture and interior design. This platform offers home builders and developers a unique opportunity to showcase their projects, attract potential customers and generate leads.

The platform lets builders and developers showcase their projects through high-quality images and descriptions, attracting potential home buyers. Additionally, encouraging satisfied homeowners to leave reviews on your profile can boost your visibility and credibility within the platform. Houzz also allows you to share design ideas, connecting with other professionals and staying updated on industry trends. Furthermore, the messaging features provide an opportunity to connect with potential clients and generate leads.

The best way for industry professionals, specifically custom home builders and remodelers, to use Houzz includes:

• Create Visually Appealing Profiles: Ensure your profiles are complete, informative and visually appealing.
• Share Your Best Work: Showcase the most impressive projects to attract potential clients.
• Engage with the Community: Participate in discussions, follow other professionals and share valuable content.
• Respond to Inquiries: Promptly respond to messages and questions from potential clients.

Create a Developer or Home Builder Social Media Marketing Strategy Worth Sharing

By establishing a strong presence on the right social media platforms, home builders and developers can effectively reach their target audience, build brand awareness and drive business growth. From showcasing your projects to engaging with potential customers and generating leads, social media offers a powerful tool for achieving your marketing goals.

Ready to take your social media marketing strategy to the next level? Partner with Milesbrand to develop a customized plan that aligns with your business objectives and helps you connect with your ideal homebuyers. Our team of experts can help you create compelling content, optimize your profiles and leverage the power of social media to achieve your desired results. Contact Milesbrand today to learn more about how we can help you elevate your brand and drive success in the competitive social media landscape.