While the pandemic is causing major economic impacts, the real estate industry is still booming in many markets, with house prices skyrocketing in Q2 of 2021. That, in turn, has increased competition within the sector, and with over 3 million licensed real estate agents in the US alone, the race to stand out is incredibly fierce.

Agents must find ways to gain an advantage wherever possible in order to optimize their performance, and many are discovering that good social media use may provide them with that edge while also strengthening their relationships with both buyers and sellers.

Indeed, in July 2021, real estate publisher The Close conducted a survey of 135 real estate professionals, with the results indicating that the majority (60%) of agents now feel that social media is even more important than their own website for their marketing and outreach efforts.

Of course, social media networks have the potential to provide more reach than a single brand’s website, so this conclusion should come as no surprise. Although this suggests that real estate agents should take social media marketing more seriously, it also suggests that they should place a greater emphasis on social promotions and connection wherever feasible.

Which, in light of the following statistic, indicates that there is a big gap in the present market.

Despite the fact that the vast majority of agents recognize the value of social media in their business, many still lack the confidence and skills to fully exploit its potential, with just 35% of agents feeling secure in their online marketing abilities.

Constant platform upgrades, algorithm tweaks, and the introduction of entirely new applications into the market make it difficult for agents to stay on top of social media trends while juggling all of their other day-to-day duties.

Understanding best practices, then, is an ever-evolving process. Some agents have sought to address this need with industry-specific eBooks and explainers. But as the numbers show, it remains a key area of concern.

Also shown by the survey is that agents may make a significant difference by using video on social media. According to the findings, 79 percent of respondents believe that agents who use video on social media produce greater effect than those who do not.

Many savvy agents are embracing video marketing, and with Instagram recently noting that it’s expanding its focus to incorporate more video content, that further underlines the need to align with such, and tap into the latest usage trends.

In addition to this, 73% of sellers say that they’re more likely to list with an agent who uses video.

A growing number of real estate brokers are discovering new methods to capitalize on the video content craze, including neighborhood overviews and other educational components in addition to the more typical property walk-throughs and branding materials.

Some are even utilizing newer media, such as TikTok and Instagram Reels, for their real estate marketing efforts right now.

Agents place a high value on standing out on social media since it assists them in achieving their primary goal of acquiring new customers. Sixty-four percent of agents believe they will receive more clients from social media in 2021 than they did in 2010. This statistic is particularly amazing when you consider that many of them do not consider themselves to be very competent at internet marketing.

It is because of this statistic that the majority of respondents (60 percent) also stated that social media is more essential to agents than their website in terms of marketing.

Clearly, real estate agents who want to maximize their potential in 2021 must be leveraging social media to convey their brand and listings, as well as to create meaningful connections with their target audiences, as seen by the statistics. And video is the most popular media to use. The ability to learn more about a property from the comfort of your own couch is a significant advantage that social media platforms can give, and reaching these audiences where they already spend their time may be a vital driver in inspiring action and generating more leads.

Will agents be significantly more confident in their internet marketing abilities by the end of 2021? Because of the importance of social media in acquiring new clients, ambitious agents will emerge as skilled internet marketers in the near future.