Realtor.com® pioneered the world of digital real estate more than 25 years ago. Today, through its website and mobile apps, Realtor.com® is a trusted guide for consumers, empowering more people to find their way home by breaking down barriers, helping them make the right connections, and creating confidence through expert insights and guidance.
As the number #1 trusted real estate brand, it was time to become the brand people know and love when they think about buying, selling, renting, and owning a home. But how can we become the #1 real estate brand on social media? By creating content people love.
Our mission: make Realtor.com the #1 brand on social media.
To make the brand social media famous, we believe it is best to maximize the organic reach of branded content to consumers, by generating and distributing highly-shareable, entertaining content across Facebook, Instagram, TikTok, Threads, and X.
To create content users can engage with, while reminding them of the breadth of home listings, and real estate knowledge available on Realtor.com, the social media team audited thousands of social media posts, categorizing them all into themes and types to identify which pieces of content consumers enjoyed the most. The extensive audit was used to shape the brand’s current strategy, which is rooted in serving content consumers actually want to see within their social media feeds.
To make consumers aware of the breadth of home listings, search tools and features, and educational and editorial content available at their fingertips on Realtor.com, the social media team developed and executed a content strategy geared to make the brand famous, and it all bubbles up to one guiding principle - WE CELEBRATE REAL ESTATE.
What that celebration may look like varies from platform to platform, but consumers are given various video and photo creatives to showcase the wild, unique, attractive, and luxurious properties that can be found on Realtor.com, while messaging the tools and features available for consumers to find their #1 home.
This new approach to social media and its content raised the bar in organic results, generating engagement the brand has never seen before. And it was all organic.
The Realtor.com social media team outperformed every goal they established in 2023. Despite a 97.2% reduction in paid support, the organic social team’s 2023 efforts generated:
The Realtor.com TikTok account was the biggest benefactor of the new strategy as more than 75% of its growth for the year can be directly attributed to strong-performing posts on the platform.
Branded content from Realtor.com was shared 36x more than its nearest core competitor (FB + X), and all because the brand was giving consumers content they enjoyed seeing and sharing with friends and connections.
The newly implemented strategy also had positive impacts on integrated marketing campaigns as tentpole programs experienced a 229% YOY lift in Organic Impressions and 348% YOY lift in Social Shares.
