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Biggest Misconceptions About Social Media Marketing in the Real Estate Industry

Jan 6, 2021 | Social Marketing Best Practices

Dan Black, JustListed.Social Product Specialist, shares two of the most common misconceptions about social media marketing in the real estate industry and how real estate agents can use Facebook advertising to drive guaranteed results.

“People think it’s just a good filler or to answer questions when, in reality, it’s an extremely powerful advertising medium where you can serve ads exactly to your desired audience… if you take a step back and think about it – it’s massive!”

Dan: When you come to a team like us, we’ve been doing it for ten years, this is what we do, we’re good at it, and we have awesome tools and technology that we use to generate these leads. I think those are the two main misconceptions that I’ve gathered in my almost two years doing this: SocialMadeSimple and JLS.


Transition: Biggest Misconception About Social Media Marketing in the Real Estate Industry


Ryan: What do you think is the biggest misconception that individuals in the real estate industry have about real estate social media marketing?


Dan: That’s a really good question and I think my answer is the same across all industries, not just the real estate industry. I think most people who aren’t as involved in social media in a professional capacity get the sense of two things. One, they think social media is just kind of fluff, filler content that you put out on a Facebook page, they show you someone is monitoring the Facebook page, active on the site. You know when you come across a brand that hasn’t posted since 2016 and then you know that obviously no one’s home. So people think it’s a good filler or for answering questions and stuff, but in reality, it’s a super powerful advertising medium that you can serve ads exactly to your desired audience; which if you take a step back and think about it, it’s massive!


Who doesn’t have a Facebook page?! Everyone has a Facebook page!


The audience is there, the targeting mechanisms are there; I think it really is the perfect tool to power your business. In order to use Facebook, you have to have a profile that’s verified with contact information: an email address and sometimes a phone number. So you’re not just serving ads to people searching Google, who can stay anonymous or stay unknown.


The last common misconception about social media that I like to point out is that because so many people have personal Facebook pages and personal Instagram pages, they get a false sense of expertise on the platform as it relates to actual advertising. Most people can write posts, post articles, and post updates on a business if you’re running a sale, stuff like that. But to actually and effectively target people through the advertising tools that exist, you have to have some sense of expertise that’s legitimate there and professional in a sense.