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Why Real Estate Agents are Prioritizing Social Media More than Email in 2021



Like most sectors, the real estate industry has been hugely impacted by the COVID-19 pandemic. Unlike many small businesses, however, agencies are also encountering a booming market.

During 2020, social media became a critical tool for real estate agents. Real estate has traditionally been an industry that utilizes older school marketing methods (e.g., print advertising) and has relied on in-person meetings. However, agents are increasingly embracing social media as a means to showcase their value, and their properties, virtually. And that’s become an essential element in the time of social distancing. 

A recent study conducted by real estate website, The Close, found that 44% of agents said that they gained a new client in 2020 due to posting on social media. In fact, social media was only second to referrals for obtaining new listings last year. 

Perhaps more interestingly, when asked to pick where they’ll focus on growing their business in 2021, 82% of agents chose “improve social media presence.” Social media reigned, even over email marketing efforts. 

(Note: Agents were allowed to pick multiple selections for this question)

Agents are leaning even further into social media this year – according to the National Association of Realtors, there are roughly 1.4 million licensed real estate agents in America, and agents have a median age of 55 years old. However, agents of all ages seem to be embracing even the newest platforms. 

On audio-based social media app Clubhouse, there are now dozens of real estate clubs on the app, and some have sizable membership. The aptly named “Real Estate Club,” for instance, has almost 13,000 followers and 7,000 members. Others have equally impressive followings despite the app’s early stages. 

Even TikTok, which is dominated by Gen Z, often sees viral and popular real estate content from agents of all ages, and Nextdoor, the hyper-local app for local neighborhoods, offers ad options specifically for real estate agents

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Real estate agents who are embracing social media successfully can emerge as leaders in their communities. While social media brands and influencers with huge followings tend to dominate much of the conversation, agents who invest in creating hyper-local content that resonates with their community can position themselves as market leaders.

Many agents are also embracing top video marketing trends. For example, online video maker, Animoto, features real estate agents who make hyper-local videos with their platform, which often see hundreds of shares on Facebook, with minimal ad spend. 



With 44% of real estate agents getting a new client from posting on social media over the last year, it’s evident that social platforms are not just a branding avenue – they can actually drive business for the largest of purchases. 

This might explain why more agents are investing in improving their social media presence than they are email marketing or SEO in 2021. Agents who focus on crafting hyper-local content can target prospects, and position themselves as personable experts in their area. 

The pandemic has sparked more agents to show what they’re doing for their clients and their listings virtually on social media. However, it’s obvious social media has staying power – and with agents of all ages succeeding on even the trendiest of platforms, there really are no excuses for the agents to sleep on cultivating a strong social media presence.


New Screenshots Highlight How Snapchat’s Coming ‘Family Center’ Will Work



New Screenshots Highlight How Snapchat's Coming 'Family Center' Will Work

Snapchat’s parental control options look close to launch, with new screenshots based on back-end code showing how Snap’s coming ‘Family Center’ will look in the app.

As you can see in these images, shared by app intelligence company Watchful (via TechCrunch), the Family Center will enable parents to see who their child is engaging with in the app, along with who they’ve added, who they’re following, etc.

That could provide a new level of assurance for parents – though it could also be problematic for Snap, which has become a key resource for more private, intimate connection, with its anti-public posting ethos, and disappearing messages, helping to cement its place as an alternative to other social apps.

That’s really how Snap has embedded its niche. While other apps are about broadcasting your life to the wider world, Snap is about connecting with a small group of friends, where you can share your more private, secret thoughts, without concern of them living on forever, and coming back to bite you at a later stage.

That also, of course, means that more questionable, dangerous communications are happening in the app. Various reports have investigated how Snap is used for sending lewd messages, and arranging hook-ups, while drug dealers reportedly now use Snap to organize meet-ups and sales.

Which, of course, is why parents will be keen to get more insight into such, but I can’t imagine Snap users will be so welcoming of an intrusive tool in this respect.

But if parents know that it exists, they may have to, and that could be problematic for Snap. Teen users will need to accept their parents’ invitation to enable Family Center monitoring, but you can see how this could become an issue for many younger users in the app.


Still, the protective benefits may well be worth it, with random hook-ups and other engagements posing significant risks. And with kids as young as 13 able to create a Snapchat account, there are many vulnerable youngsters engaging in the app.

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But it could reduce Snap’s appeal, as more parents become aware of the tool.

Snapchat hasn’t provided any further insight into the new Family Center, or when it will be released, but it looks close to launch based on these images.  

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