The landscape of how people discover information is undergoing a seismic shift. Traditional search engines, while still relevant, are facing increasing competition from a powerful new contender: social media. This trend, known as social search, presents a golden opportunity for home builders and real estate developers to connect with potential buyers in a more organic and engaging way.

The Rise of Social Search

A recent Deloitte Digital survey revealed some eye-opening statistics: a whopping 42% of consumers now turn to social media platforms for searches, and nearly half (48%) have actively used social media to research brands and products. This behavior is particularly pronounced among younger generations, who are comfortable using social media as their primary discovery tool.

In response to this shift, social platforms are actively enhancing their search functionalities, while businesses are becoming adept at using features like keyword searches, hashtags and profile categorization to make it easier for potential customers to find them. Additionally, the rise of influencer marketing and user-generated content further expands the reach of home builders on social media.

Allocating Your Home Builder Marketing Budget into the Proper Channels

For home builders and real estate developers, this presents a unique opportunity to drive qualified traffic to their websites and showcase their communities and homes to potential home buyers. Here’s how a home builder or real estate developer’s social media can be leveraged as a powerful search tool:

• Increased Visibility: By optimizing your home builder or real estate developer social media accounts for relevant keywords and hashtags, you can ensure your content appears in user searches. Consider including location-specific keywords, community names and popular home features in your posts and bios.
• Building Trust and Authenticity: Social media allows you to connect with potential home buyers on a more personal level. Share engaging content that showcases your communities and home designs, highlight successful projects and provide valuable insights into the home buying process.
• Targeted Audience Engagement: Unlike traditional web searches, social media platforms allow for targeted content delivery. Utilize platform-specific advertising tools to reach potential home buyers based on location, interests and online behaviors.
• Leveraging User-Generated Content: Encourage residents and happy homeowners to share their experiences on social media. Positive reviews, testimonials and beautiful photos of your homes or communities can be incredibly persuasive for potential buyers.

Optimizing Your Social Search Strategy

Here are some actionable steps home builders and real estate developers can take to dominate social search:

• Know Your Audience: Conduct thorough market research to understand your target demographic and their social media habits. Which platforms do they use most frequently? What kind of content resonates with them?
• Content is King: Develop a consistent social media content calendar that provides informative and engaging content. Utilize high-quality visuals, virtual tours and sneak peeks at new home designs, amenity updates and new communities to grab attention.
• Embrace Different Content Formats: Don’t limit yourself to static images and text. Utilize video content, live Q&A sessions with design experts and interactive polls to keep your audience engaged.
• Harness the Power of Hashtags: Research relevant hashtags that potential home buyers and realtors might use when searching for homes or communities in your area. Use a strategic mix of popular and niche hashtags to maximize reach.
• Track and Analyze: Utilize social media analytics tools to track the performance of your content and gauge user engagement. Analyze which posts resonate best with your audience and adapt your strategy accordingly.
• Partner with Influencers: Collaborate with local influencers who cater to the home buying demographic. Partner with design bloggers, real estate agents or even happy homeowners to showcase your communities and generate authentic content.

Beyond the Numbers: Building Relationships

While social search is a powerful tool for driving traffic and leads, it’s equally important to build lasting relationships with potential home buyers and realtors. Respond promptly to comments and questions on social, address concerns directly and foster a sense of community online. Let potential home buyers see the human side of the brand and understand the value you offer beyond just the physical home.

The Future is Social

Social search is rapidly transforming how consumers discover information and make purchasing decisions. By embracing this trend and developing a strategic social search approach, home builders and real estate developers can attract qualified leads, build trust with potential home buyers and ultimately stand out in a competitive market. Remember, social media is a conversation, not a monologue. Make your voice heard, engage authentically and watch your home builder and real estate developer social media success soar.

If you’re ready to enhance your online presence and strengthen your home builder and real estate social media, contact the Milesbrand team today.