Social media is one of the most hotly debated topics among nearly every generation. From its inherent benefits to its frustrations and its dangers, most of the time when you hold up social media and evaluate its merits on nearly any area of your life, asking questions like, “Is it helpful or harmful?,” or “Should I use it for….” the answer is almost always, “It depends.”
There is no denying the power and impact the use of social media sites like Twitter, Facebook, Instagram, and TikTok have had and continue to have on generations of the past twenty years. What once began as a way to connect friends and share up to the moment news, has now become one of the most powerful marketing tools.
This begs the loaded question, “Should you rely on social media to sell your home?”
The complex answer to this question isn’t a one-size-fits-all response. While it is true that it is entirely possible and permissible for you to market your home for sale on your personal social media sites, it might not be the most efficient or profitable. Read on to see why!
While a list of concerns could range from privacy and personal safety issues, disclosure laws, and even simply not having the reach you think your accounts may have, most experts agree that trying to list and sell a home on your own via social media isn’t a wise option.
However, there is a caveat here. While it’s true that you, personally, should steer clear of trying to market your own home outright on social media, it doesn’t mean that social media won’t or shouldn’t play a role in your home’s marketing altogether.
It has been reported that nearly 93% of home searches do begin online. However, potential buyers aren’t hitting up Instagram or Facebook to look for available homes. They are using sites like Realtor, Trulia, or Zillow to begin their searches and get in touch with the listing agents on these homes.
While these are popular search engines to help buyers sift through available properties using filters and specific criteria, it is often almost always a human person, a professional real estate agent that bridges the information gap between looking online, viewing the home in person, and making the final transaction to purchase a home.
Where social media comes into play is when an agent utilizes his or her own social sites well to help market your home. Real estate pros have generally had targeted training on the optimal ways to use their social channels to relay high-quality images and video of your home, links and information behind an email capture for potential buyers, trusted, well-researched neighborhood data, as well as valuable details like average days on market, comparables, and the most accurate pricing information.
Social media is a proven way to help market your home online, but don’t rely on it alone to sell your home yourself. Don’t rely on your own friends and family resharing a Facebook post or an Instagram reel that may get lost in the algorithm to do the work of a trained professional.
When it comes time to find a real estate agent, be sure to inquire about their social media presence, which platforms they prioritize, as well as their social media selling strategy. Many will have creative approaches they will employ to help your home sell quickly and for top dollar.