Making Sense of Platforms

Social Media: Making Sense of Platforms

Fact: South Africans spend over 8 hours a day online. A third of that time is used on social media. As a real estate agency, social media is no longer a “nice to have”. With such a huge following, they’re a pivotal part of your strategy.

You likely know about some of the platforms and what they can do for you. But, how does that work in practice? This is where our social media chapter comes in. The next 6 sections will help you shine in the world of hashtags, likes, trending topics and shares.


Defining social media

Social media platforms are mainly websites and/or applications that enable users to create and share content as well as interact with other users. They are evolving at a rapid pace daily.

Social media vs traditional media

Newspapers, radio adverts, television inserts - they’ve all been a solid part of your marketing arsenal, but social media boasts many advantages over traditional media.

  • Cheaper: Most social media sites are free to use. You also won’t have to print and distribute your marketing material - it’s completely digital.
  • Immediate: You can send out a marketing message without a delay. You can also use social media to engage with your audience in real time.
  • Targeting: You can reach a substantial audience with either type of media. However, social media gives you pinpoint accuracy. Want to target a renter between the ages of 20 and 45 in the Pretoria area? With social media, you can be that specific.
  • Flexible:Made a mistake with your advert? Or has an advertised property been sold? With traditional media, you couldn’t alter your message. Social media, on the other hand, allows for instant alterations through comments or editing.
  • Useable: Compared to traditional media, social media is much easier to get the hang of. If you’re digitally literate, you have most of the skills you need to market on social media sites.
  • Measurable: Social media platforms provide a range of feedback tools so you can see how your content is performing.

Every real estate agency should invest in their social media presence. You can use social media sites to find leads, develop your brand, interact with potential customers, and much more.

Choosing the right social media platform can be a challenge. You have many options but we’ll focus on the ones that have a strong South African interest.

Social media platforms you should use

When you want to zero in on a specific demographic, you’ll find some social media sites work better than others. By understanding each site’s audiences, you can ensure your message is sent to the right people.


Facebook is the largest social media platform in the world with a massive user base. According to Brandwatch, 1.49 billion people log in to Facebook daily. With its built-in marketing tools, you can target neighbourhoods and specific demographics with your content.

Great if you... Sell or rent residential property. Most Facebook users are consumers which makes targeting them on the platform a breeze.


Twitter allows for real estate agents to get creative in 140 characters. As most real estate websites have social sharing integrations, tweeting your listings from your website with a link is as simple as a click of a button. Retweeting and sharing by other people is a super-fast way to get great exposure for your listings.

Great if you... Have a playful or friendly brand presence. Twitter’s functionality allows for short bursts of communication that can help you connect with your audience intimately.

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Instagram is an emerging platform for real estate professionals as many younger buyers prefer “the gram” to other social media platforms. Targeting Millennials and Generation X/Y with this platform allows you to gain more reach for your real estate posts, as well as increase brand awareness.

Great if you... Rent residential properties. The platform is dominated by those aged 25 to 34. You can use it to showcase beautiful properties, their features and surroundings to attract this youthful market.


Video marketing for real estate is significant for the future of marketing for real estate agencies. YouTube is the leading video platform in the digital world. It aids the real estate industry with lead generation and conversions. Videos generate more engagement than images and are more likely to be shared across other social media platforms.

Great if you... Prioritise storytelling in your marketing. A YouTube audience wants to be entertained and learn new things. You can post informative how-to videos and show behind-the-scenes moments at your agency.


Real estate agencies are already using Pinterest as a key marketing tool. You can use it to attract potential buyers by creating and sharing eye-catching boards rather than sharing tedious lists of homes for sale.

Great if you... Want to target a female audience. Almost 80% of Pinterest users are women. It plays an important role in their buyer journey.


Real estate agencies are already using LinkedIn is a professional social media platform that is used for networking and job searching. However, it’s a good platform to post high-quality content related to your real estate business. Being active on LinkedIn helps to establish your real estate agency as a professional brand.

Great if you... Want to market to businesses. Commercial and industrial brokerages should be taking advantage. This is a professional platform with an affluent and influential audience.

The next sections will get you better acquainted with these social media platforms - and show how to use them effectively.


Social media is here to stay and you definitely want to be where your users are spending their time online. Ensure you are part of the chatter and stay relevant. Next up: Facebook