June 26, 2024

Social Media Content and Engagement Strategies for Home Builders and Developers

Imagine this: a billboard showcasing stunning homes but it’s nestled in a ghost town. That’s what your brand’s online presence can feel like without a strong social media strategy.

Social media isn’t just for trendy clothing stores or tech companies. It’s a powerful tool for home builders and real estate developers like you to build brand recognition, connect directly with your target audiences, and foster a sense of community.

Building beautiful homes and master-planned communities isn’t enough if your brand isn’t drawing homebuyer attention and forming a community with your audience. To truly stand out, you need to engage with your audience and build trust. Here’s where social media shines. It might seem overwhelming at first, but with the right content and engagement strategies, you can transform your online presence from a lonely billboard to a thriving hub for future homeowners. The more present your home builder or real estate developer brand is across several platforms, the easier it will be for homebuyers to trust you as their partner when choosing a new home or master-planned community.

Ready to ditch the deserted online landscape and connect with your target audience? Let’s accelerate your home builder or developer social media strategy while exploring content ideas that will allow your brand to effectively engage your target audience!

New Home Spotlights

Forget the “For Sale” sign – think “Homebuyer Dream Tour” instead!

Social media is your prime opportunity to showcase the quality and lifestyle your homes offer. Homebuyers are hungry for stunning visuals, so don’t waste a chance to show off your best work. It should be a habit to snap high-quality photos of your best homes and find openings to place this content at the forefront.

Showcase high quality photos. Capture the essence of your finished homes, give sneak peeks of gorgeous model interiors, and highlight popular designs that resonate with your audience.
Think “firsthand experience,” not “flat sales pitch.” By sharing engaging content, you’ll do more than just brag (although you deserve to!). You’ll build trust and inspire homebuyers to consider you as their top choice when they embark on their new home search.

Video Shorts

Short and sweet videos are the currency of social media. Did you know that users will retain 95% of a message watched on video compared to only 10% read in text? And, 81% of people want to see more short-form videos from brands! They’re perfect for grabbing attention and showcasing your projects in a way that static images can’t. Plus, the real estate world is all about visuals –it’s a natural fit!

In fact, more and more home builders and real estate developers are leveraging Instagram Reels and TikTok posts to quickly engage their audience with short videos featuring homes and master-planned communities.

Here are a few ways to use video shorts to supercharge your social media:

Virtual tours in a flash: Take viewers on a quick tour of your latest floor plan or highlight the best amenities in your communities.
Design deep dives: Showcase popular model homes and their features in a fast-paced, engaging format.
Homeowner celebrations: Capture the joy of new homeowners with a heartwarming short video of their closing day, as they get their keys and move-in or even on the day they select their lot or do their first walkthrough.
“Ask Me Anything” sessions: Address frequently asked questions from potential buyers in a fun and informative way.

Remember, the possibilities are endless! Leveraging video is a fantastic way to stand out, connect with your audience on a deeper level, and leave a lasting impression.

Team-Centered Content

Put a human face on your brand! People connect with people, so show off the people that help your brand reach success. Showcasing your team on your brand's social media platforms is a fantastic way to build trust and relatability with your audience. It also humanizes your brand by giving your audience a sneak peek behind the curtain. Customers want to know they are purchasing from a business with a company culture and people that they support.

Homebuyers will also be swayed to engage with posts that authentically showcase the faces that make up your brand. A study from the Georgia Institute of Technology found that pictures with faces are 38% more likely to receive likes, as well as 32% more likely to attract comments. Sharing photos of your team is also more likely to be spread by your team members themselves and will reach an even wider audience!

Here are some ideas to get you started:

“Meet the Builder” features: Introduce your team members, from architects and designers to construction managers and sales representatives. Highlight their expertise and passion for creating beautiful homes.
Behind-the-scenes glimpses: Offer sneak peeks into the construction process, design meetings, or community events. This gives potential homebuyers a sense of transparency and the human effort that goes into building their dream homes.
Expert tips videos: Feature your team members sharing valuable insights on homebuying, design trends, or neighborhood highlights. This positions your brand as a trusted resource for potential homebuyers.

Remember – social media is a two-way street. Encourage interaction by asking questions, responding to comments, and participating in relevant conversations.

#ReplyPosts

Spark conversations, not crickets! Social media is all about interaction. Don’t be afraid to ask questions and get your audience talking. Effective social media strategies inspire engagement. By consistently earning audience responses online, your brand will be more likely to connect and leave memorable impressions on potential buyers. Plus, you just may learn something new about your audience’s interests and preferences!

Here’s how to turn followers into fans:

End with a question and #ReplyPost: Pose thought-provoking questions related to your homes or communities and encourage responses with a clear call to action like #ReplyPost.
Go beyond “yes” or “no”: Instead of generic questions, ask for specific preferences or opinions. For example, instead of “What’s your dream home like?” try “Would you choose a cozy fireplace or a spa-like bathroom in your primary suite?”
Turn comments into conversations: Don’t just post and disappear! Respond to comments, answer questions, and thank your audience for engaging. This shows you care and encourages future interactions.

Bonus tip: Use polls and surveys to take audience engagement a step further! This is a fun way to gather valuable insights into what your audience is looking for in a new home.

Happy Homeowner Features

Turn happy homeowners into your biggest fans! Don’t just build dream homes, celebrate them! Sharing the joy of your customers is a powerful way to showcase your work and build trust. It authentically shows potential homebuyers that you’re good at satisfying your buyers and delivering exceptional homes. The joy of your customers will inspire potential homebuyers to explore your social media and desire the same homebuying experience for their families when it comes time to find or build their new homes.

Here’s how to make magic with happy homeowners:

Closing day shoutouts: Capture the excitement of closing day with photos and testimonials from your thrilled new homeowners.
“Life in [Community Name]” features: Showcase how your happy residents are enjoying their new community. This could be a family BBQ in the park, kids playing on the playground, or neighbors enjoying a friendly chat.
Homeowner Highlights: Feature success stories of your homeowners. Did a doctor love your energy-efficient designs? Did a young couple find their perfect starter home? Share their stories to inspire others!

Remember: Always get permission before sharing anything online.

User-Generated Content

Let your raving fans be the stars! Don’t just create content, inspire it! User-generated content (UGC) is a goldmine for social media engagement. What exactly is UGC? It’s content that is made by other users instead of coming directly from your brand. It’s an ideal way to build brand awareness and expand your reach.

The best part of this strategy is the weight of producing original, engaging content ideas doesn’t always have to be on your team’s shoulders. This free promotion you receive from your customers can eliminate the time spent on trying to consistently fill up your social media content schedule while engaging your audience with input from your real homebuyers.

Here’s how to tap into the power of UGC:

Run contests and giveaways: Encourage homeowners to share photos or videos using a specific hashtag. Offer prizes for the most creative or heartwarming submissions. Just be sure to follow all contest or sweepstakes rules outlined by the appropriate social media platform.
Reshare with love: Spot a homeowner showcasing their beautiful home online or enjoying life in your community? Share it on your page and give them a shoutout! (Just always ask permission first.)
Host “Homeowner Takeover” days: Let a happy homeowner take control of your social media for the day! This gives them a chance to share their perspective and creates a sense of community. For example, have them prerecord a series of quick video snippets throughout a day in their life that can be shared on your brand’s stories.

Feel-Good Posts

Show you care, beyond the build! Social media isn’t just about selling houses, it’s about building connections. Share feel-good content that showcases your brand’s personality and values. This also shows your audience that you don’t solely want their business, you want to build two-way relationships.

Here’s how to spread the good vibes:

Community champs: Did your team volunteer at a local park clean-up? Share photos and celebrate your commitment to the community.
Charitable causes: Supporting a good cause? Spotlight your efforts and encourage others to join in.
Team spirit!: Let your team shine! Share fun company events or team member achievements to show the human side of your brand.

No matter the occasion, sharing feel-good posts helps your brand establish a positive reputation that helps define your brand and leaves a memorable impact on your audience. Giving back to great causes is something that should always be highlighted, so don’t be shy! This content demonstrates what your brand values beyond business and builds stronger trust with homebuyers. When homebuyers are searching for home builders and developers, they will remember and admire businesses that care about their community. Spreading good news from your team also portrays your brand as personable and caring. And, of course, the more authentic your brand is, the more your audience will want to connect with you!

Build Your Home Builder or Developer Social Media Presence with Successful Strategies

The benefits of social media marketing for home builders and real estate developers are truly limitless with the right content and engagement strategies.

Interested in gaining more social media marketing strategies to boost your home builder or real estate developer business? Contact our team today for engaging content ideas and strategies that will elevate your social media presence.