How to Build an Audience on Social Media in the Property Sector

April 22, 2022

I am sure we can all agree, fan or not, that social media plays a big part of our everyday lives, this can be from simply catching up with friends and family activities to reading up on the latest global news. Both personal and business accounts are found on social media, genuine to those not so, facts to lies, censored to uncensored content, a place to complain or a place to praise – From Twitter to Youtube, TikTok to Linkedin and thousands more in between, we have a chance to both communicate easily, embrace content and engage.

Many property professionals are today relying a great deal of their hopes on social media. By this I mean we see many using personal accounts, pages, groups, live videos and more to deliver their products / services and working hard to engage with their audiences / communities. There are some great success stories out there and most of which are fully deserved of their added exposure and business via social media.

So, how can you build an audience on social media if you are in the property sector?

The subject of property can be seen both as a boring one and yet elements of it are of great interest to the public, let’s face it that there are several TV shows that are based on the subject of property so it must own some kind of attention from the public?

For me there are many ways in which we should look in to this topic, but for now I want to break social media success down in to these key elements:

  • Budget: If you have an unlimited budget and you are relatively affluent with marketing then you will be a success on social media. From hiring the use of celebrities to employing filming crews to market your property listings, you will gather an audience and you will undoubtedly gain results, depending on what you are after, from social media from new followers to likes, direct enquiries to feedback. With an unlimited budget your content will be in the prominent positions on social media platforms especially with paid for ads etc. Now budget superiority wavers slightly depending on how much of it you have to put towards your social media as tighter budgets call for more awareness of your goals and target audience(s) – This takes us to the options now below:
  • Time: You will need a good deal of time to dedicate to social media in order to receive a return on your efforts. Time can be simply re-sharing content or commenting on posts to filming videos and editing content in a studio ready to upload to YouTube. The more time you have the better skilled you will be, the better you will understand your audiences and the better you will be in gaining engagement. By putting in more time you will save yourself money and, sorry for the confusion, time also – By this I mean the more time you commit and the better knowledge you have for social media will mean that going forwards you will waste less time (ie know when / how to share content) and make fewer errors.
  • Effort: It is hard to put in the effort, but it is needed. You can not simply rely on what 99% of the competition is doing in order to succeed on social media. You will need to be creative and relatively faultless in how and what you share, this can mean you having to work outside your comfort zone ie such as putting your voice / face on to camera or learning how to use social media platforms that might be aimed at younger / older generations.
  • Consistency: Another important key to success is being consistent. Random posts here or there, unless you are a top celebrity, will not adhere people to you – Instead you need to work out how much time you have to put towards social media each day / week / month and try to remain consistent especially if releasing podcasts / live videos.
  • Luck: Less and less in todays world of social media can we rely on luck, ie us stumbling upon the next viral video. There are simply too many people on social media and it is far too busy to hope that one post / update / comment / video is going to cut through all the things we have discussed above. You must forget about luck playing an important part of your social media plans as those days are over!

Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

You May Also Enjoy

Letting Agent Talk

Selective Licensing Requirements

Propertymark is reminding landlords of their responsibilities under Selective Licensing schemes as more local authorities across England and Wales continue to implement or expand these regulatory measures. Selective licensing is designed to improve housing standards, ensure safer communities, and provide greater oversight of privately rented properties. Propertymark urges landlords to familiarise themselves with the rules…
Read More →
Estate Agent Talk

Autumn Budget 2025: Key advice for homeowners, buyers and landlords

The UK’s Autumn Budget delivered several headline-grabbing policies that will directly shape the future of the housing market. While initial reactions ranged from concern to confusion, property experts say the sector should take a measured, informed view, particularly as many changes won’t take effect for several years. From understanding who is going to face implications,…
Read More →
Breaking News

Five real estate opportunities to watch in 2026

By Daniel Austin, CEO and co-founder at ASK Partners The 2025 Autumn Budget offered limited stimulus for the housing market and, persistent headwinds such as sticky inflation, higher for longer interest rates, elevated construction costs, and slow planning processes continue to impact development viability. But there are still reasons for cautious optimism. The UK economy…
Read More →
Breaking News

Are Rightmove fee increases set to outpace agent earnings

The latest research from Property DriveBuy suggests that the nation’s estate agents are on course to see the sums paid to Rightmove in fees outpace the growth in commission earned for a third consecutive year, having already seen significantly higher increases in Rightmove fees over the last two years versus the commission bagged per property…
Read More →
Breaking News

Breaking Property News 3/12/25

Daily bite-sized proptech and property news in partnership with Proptech-X.   Banking facility will make it easier and more cost-effective for TPFG franchisees to access funding  The Property Franchise Group (TPFG), one the UK’s largest property franchisors, has announced the launch of a new bespoke lending facility, created with Barclays. This initiative will make it easier…
Read More →
Breaking News

What the Autumn Budget 2025 means for downsizers

Now that the dust has settled on what was a hotly anticipated Autumn Budget from the UK government, over-50s property specialist Regency Living has produced a concise guide to the implications for the nation’s downsizers, and concluded that this Budget is going to further increase demand on England’s park home market. The 2025 Autumn Budget was…
Read More →