Social Media for REIT Companies:
Social media for REIT companies is a powerful tool for enhancing personalized marketing and organic visibility. For REIT companies, this means a strategic social media presence can significantly boost your ability to engage with current investors and attract new ones (hello, stronger investor connections and business growth 👋).
Platforms such as Facebook, Twitter, LinkedIn, and Instagram offer prime opportunities to highlight your real estate investments, share valuable real estate market insights, and build credibility with your audience. Yet, developing a robust social media presence in the REIT sector can be complex.
Whether you’re new to social media or seeking to optimize your current strategy, this ultimate guide to social media marketing for Real Estate Investment Trust companies will equip you with practical strategies and best practices to elevate your online presence and achieve your business goals!
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The Incredible Benefits of Social Media for REIT Companies
Before we dive into the best social media platforms and practices, let’s clarify the benefits of social media marketing for your REIT company.
Enhanced Visibility
Social media platforms are key for REIT companies looking to boost visibility and connect with younger audiences, including Gen Z and young millennials, who hold significant purchasing power. Recent research shows that Gen Z’s global purchasing power is an impressive $450 billion, with 58% of them making purchases based on what they saw on social media.
By leveraging platforms like Instagram, TikTok, and Twitter, REIT companies can engage younger investors with tailored content and relevant messaging to expand their reach. In the REIT industry, traditional marketing channels, such as print ads in newspapers or magazines and direct mail campaigns, are less effective with younger generations. It’s time to embrace new strategies and make social media work for you!
Humanize Your Brand
Social media marketing enables REIT companies to humanize their brand and build genuine emotional connections with their target audience. In the real estate investment world, complex information and financial details can sometimes seem overwhelming or intimidating.
Creating a relatable social media presence by sharing authentic stories, offering valuable insights, and engaging in meaningful conversations helps REIT companies demystify the real estate investment process and establish trust with interested investors.
Build Trust and Credibility
Social media is no longer a mere option for REIT companies. Investors now expect real estate investment trusts to be present on social media platforms. If potential clients search for your brand and can’t find you online, it can create doubts and weaken trust in your company.
Maintaining an active and engaging social media presence helps your REIT appear transparent and approachable, making it easier to connect with potential partners. This builds trust by showcasing your commitment to open communication and demonstrating that your REIT is a reputable and credible investment partner.
Increase Conversions
Ultimately, the biggest benefit of social media marketing for REIT companies is its ability to attract new real estate investors and drive growth.
Research shows that 61% of organizations using social selling experience revenue growth. By strategically building and managing your social media accounts, REIT companies can effectively nurture leads and encourage them to take desired actions, such as inquiring about investment opportunities, scheduling property tours, or signing up for updates. Coupled with the cost-effective nature of social media as a digital marketing strategy, investing in your social media efforts is likely to deliver a strong return on investment.
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Best Platforms for Social Media Marketing for REIT Companies
Creating an effective social media strategy for REIT companies can be challenging, especially with so many platforms available. Should you focus on LinkedIn, Instagram, Facebook, or attempt to establish a presence on all of them?
There’s no single answer to this, but maintaining consistency is crucial for social media success.
The best approach is to select as many social media channels as you can realistically manage. If you can only commit to one platform, ensure you create a robust strategy for that platform and remain consistent with your efforts. Trying to cover multiple platforms without the ability to maintain consistent posting can dilute your impact and effectiveness.
LinkedIn is a professional networking platform designed to connect professionals, foster business relationships, and facilitate industry-specific discussions. With over 1 billion members in more than 200 countries, LinkedIn offers REIT companies the opportunity to establish thought leadership and network with potential real estate investors and partners.
Unlike other social media platforms, LinkedIn provides a professional environment for sharing insights on real estate trends, investment opportunities, and market analysis. It’s an excellent platform for publishing thought leadership articles, industry reports, and educational content to engage with potential clients, industry influencers, and investment partners.
Research shows that REIT companies, similar to FinTech firms, are increasingly focusing on LinkedIn and leveraging their senior leadership to amplify content through personal insights and thought leadership. If you haven’t yet tapped into LinkedIn, it’s a powerful tool for enhancing your REIT’s presence and connecting with your target audience!
Instagram
You can use Instagram to share photos, videos, and stories to connect and engage with your audience. This platform offers REIT companies a unique opportunity to interact with potential real estate investors in a visually appealing and interactive way. Instagram is ideal for showcasing the human side of your brand and making complex real estate investment topics more accessible.
Instagram values authenticity and creativity, allowing REITs to experiment with content such as short videos, behind-the-scenes looks at properties, investor success stories, and more. If you aim to reach millennials and Gen Z investors, Instagram is a powerful platform to consider.
YouTube
YouTube is a video-sharing platform where you can discover and share diverse content, ranging from educational tutorials to entertainment. For REIT companies, YouTube offers a valuable opportunity to establish thought leadership. You can create long-form videos that provide insights into real estate investment, offer property tours, share market analysis, and deliver expert advice on investment strategies. Additionally, YouTube’s monetization options can further enhance your reach and engagement. It’s an ideal platform for showcasing your expertise and connecting with potential investors.
Launched in 2004, Facebook allows REIT companies to share content, engage in discussions, and build their community. With its robust advertising tools, Facebook can help you promote investment opportunities, showcase properties, and share market insights to boost brand awareness and attract investors. Features like Facebook Groups also facilitate community building, allowing you to lead discussions on real estate trends and investment strategies.
As one of the oldest and popular social media platforms, Facebook boasts over 3 billion users. However, it’s worth noting that while it remains a powerful tool, younger audiences are increasingly turning to platforms like Instagram and LinkedIn.
TikTok
TikTok is a short-form video-sharing app known for its entertaining content and creative approach. For REIT companies aiming to connect with younger demographics like Gen Z and millennials, TikTok offers a unique opportunity. By creating engaging and informative content, you can make real estate investing more approachable and relatable, helping to differentiate your brand in a competitive market. TikTok’s innovative format allows you to capture attention and build interest in your investment opportunities through creative and engaging campaigns.
X (Formerly Twitter)
X, formerly known as Twitter, was acquired by Elon Musk in 2023 with plans to transform it into an “everything app,” featuring a broad range of functions from messaging and video creation to banking and shopping. For REIT companies, X offers promising features to drive engagement and enhance ROI, including targeted social media ads. This platform can be a valuable tool for reaching potential investors, sharing property updates, and showcasing investment opportunities.
Pinterest
Pinterest is a social media platform where REIT companies can share visual content—known as “pins”—to drive traffic to your website. Pinterest’s search-based approach allows users to discover content aligned with their interests and investment goals. This makes it an ideal platform for reaching individuals actively seeking real estate investment insights and opportunities.
You can repurpose your existing content, such as blog posts, articles, and guides, into Pinterest-friendly formats and images. For example, our Pinterest account for a financial blog How to FIRE generates over 119,000 monthly views and drives traffic to our blog. Check out the full case study here!
How to Build a High-Converting Social Media Strategy for REIT Companies
Once you determine which social media platforms will help you attract new investors and strengthen connections with existing ones, it’s time to develop a high-impact social media marketing strategy. Here’s how to craft one for your REIT company.
1. Define Your Target Audience
The first step to creating successful social media campaigns for REIT companies is to clearly define your target audience. In the competitive real estate investment sector, vague messaging won’t resonate. You need to understand your audience’s demographics, interests, and investment goals to craft tailored messages that address their specific needs and circumstances.
For REITs, this might involve segmenting your audience based on factors such as investment experience, property interests, income levels, and investment objectives. For example, a REIT specializing in commercial properties might target institutional investors or high-net-worth individuals interested in stable, long-term returns. Conversely, a REIT focused on residential properties might appeal to first-time investors or those seeking to diversify their portfolios with real estate.
By defining your target audience, you can create content that directly addresses their investment concerns and aspirations, leading to increased investor engagement, trust, and conversions.
2. Start with a Social Media Audit
Before you dive into creating your digital marketing strategy and brainstorming social media posts, it’s essential to assess your current social media channels. This will help you understand their effectiveness and identify opportunities for improvement. Follow these steps to conduct a comprehensive social media audit for your REIT company:
Inventory Your Accounts: Compile a list of all social media accounts associated with your REIT, including platforms like LinkedIn, Instagram, Facebook, YouTube, TikTok, and more.
Review Your Social Media Profiles: Ensure your profiles are complete and consistent with your branding guidelines. Verify that your contact information is current, and your bios or descriptions are strong. Also, check that your visuals, such as logos and cover images, align with your brand identity.
Assess Audience Engagement: Examine key metrics like follower count, engagement rate, and post performance to gauge the effectiveness of your current social media efforts. This will help you understand which types of content resonate most with your audience and which platforms drive the highest engagement.
Evaluate Content Quality: Review your existing content, including images, videos, and graphics, to ensure it aligns with your brand identity and objectives. Identify areas for improvement to enhance your content strategy moving forward.
Do Competitor Analysis: Analyze the social media strategies of other REIT companies to identify trends, successful tactics, and best practices. Use this information to differentiate your brand and refine your own approach.
Set Your Goals: Define clear goals and objectives for your social media strategy, ensuring they align with your overall business vision. Establish how you will measure progress, particularly for goals that are less quantifiable, such as “enhancing brand reputation.”
Create Your Social Media Strategy: With a clear understanding of your current efforts and future goals, develop a strategy to bridge the gap. Refine your solid content strategy, streamline processes, and explore innovative solutions like influencer partnerships or targeted ads.
Don’t skip these very important steps! For REIT companies, establishing a solid social media foundation is key to achieving your goals. Whether you’re managing a large investment portfolio or a niche real estate trust, conducting a thorough audit and crafting a robust strategy will help you effectively reach and engage with potential partners.
3. Research Rules for Compliance
Before you begin sharing content with your target audience, ensure you conduct thorough research on compliance regulations to adhere to legal, HR, and industry-specific guidelines. The real estate investment sector is highly regulated, and failing to meet compliance requirements can result in serious consequences, including legal penalties, reputational damage, and loss of investor trust.
If you have a legal or compliance team, work closely with them to develop and implement social media policies and procedures that minimize risk and ensure compliance.
4. Create Compelling Content
The key to successful social media for REIT companies? Crafting compelling content that resonates with your target investors and drives engagement. Aim to strike a balance between informative, engaging, and visually appealing content that speaks directly to your ideal clients.
Experiment with a variety of content formats, such as videos, images, and graphics, to discover what best aligns with your audience’s preferences and consumption habits. Additionally, utilize user-generated content, client testimonials, and success stories to humanize your brand and build authenticity and trust.
You don’t need to post daily across multiple platforms. Focus on creating high-quality content and maintaining a consistent posting schedule, even if it’s just once a week. If you find it challenging to keep up with your social media marketing for REITs, explore our Copywriting services for support.
5. Use Storytelling
Storytelling is a powerful digital marketing strategy that helps you forge an emotional connection with potential partners, enhance brand recall, and influence investment decisions.
By weaving narratives into your content, you can evoke empathy and build trust among your social media followers, making real estate concepts more accessible and engaging. In an industry often focused on numbers and technical details, storytelling allows REIT companies to highlight the real-life impact of investment opportunities, inspiring action and fostering meaningful connections.
You can infuse storytelling into your social media content in various ways, such as sharing investor success stories, personal anecdotes from team members, or case studies showcasing successful property investments. It’s important to experiment with different approaches to see what resonates most with your target audience.
6. Engage with Followers
To grow your social media presence, it’s essential to go beyond regular posting. Engaging with your audience and creating a sense of community is key. When you actively respond to comments, messages, and inquiries, you show your commitment to investor satisfaction and position your REIT as an approachable and responsive partner. Personal connections can make a significant difference in digital marketing.
Make engaging with your social media followers a regular practice. Start conversations, invite feedback, and ask questions to encourage meaningful interactions. This demonstrates a genuine interest in understanding and addressing your audience’s needs. Consider hosting live Q&A sessions, running polls or surveys, and featuring user-generated content.
Prioritizing two-way communication will help you build a loyal and engaged online community. For more insights on effective digital marketing strategies, tune into our Behind the Clicks Podcast to discover ways to expand your reach and grow your following.
7. Stay Consistent
When it comes to social media marketing for REIT companies, consistency is essential. If you go silent on your social media platforms for days or weeks, your audience might start to feel disconnected from your brand or lose trust in your investment opportunities.
That’s why it’s important to develop a realistic content plan that ensures your social media efforts remain consistent and aligned with your overall marketing goals. Some REITs attempt an unsustainably high posting frequency, which can lead to irregular content updates. Instead, focus on maintaining a steady schedule of high-quality content that resonates with your audience.
Consider repurposing content across different social media channels to maximize reach and engagement without compromising quality. For instance, transform a blog post or YouTube video into a series of short clips for TikTok or Instagram Reels, create infographics for Pinterest or Instagram, and adapt written content into a LinkedIn article.
8. Experiment and Analyze Data
Ultimately, social media is an ongoing experiment! There’s no one-size-fits-all approach (within reasonable limits, of course), so it’s crucial to experiment with different strategies and analyze your data to see what works best. Test various content formats, posting times, and engagement tactics to determine what resonates most with your audience and fine-tune your strategy accordingly.
Track key metrics such as engagement rates, follower growth, and website traffic to evaluate what’s effective and what might need adjustment. Having a centralized place to store and review your data is essential for continuous improvement. For example, at SJ Digital Solutions, we use ClickUp as our project management tool to keep all our data organized and accessible for in-depth analysis.
How to Build a High-Converting Social Media Strategy for REIT Companies
Ultimately, social media is an ongoing experiment! There’s no one-size-fits-all approach (within reasonable limits, of course), so it’s crucial to experiment with different strategies and analyze your data to see what works best. Test various content formats, posting times, and engagement tactics to determine what resonates most with your audience and fine-tune your strategy accordingly.
Track key metrics such as engagement rates, follower growth, and website traffic to evaluate what’s effective and what might need adjustment. Having a centralized place to store and review your data is essential for continuous improvement. For example, at SJ Digital Solutions, we use ClickUp as our project management tool to keep all our data organized and accessible for in-depth analysis.
Additional SEO Services for reit companies We Offer
In addition to these services, we offer:
Our Framework for reit companies Content Marketing
VISION
When you’re ready to have your financial brand grow through your content, we’re here to help you become more visible as an authority in your niche by creating your content backed by our three pillars below.
Our goals when implementing content marketing strategies for REIT companies are to increase traffic, leads, and conversions for your organization. Allow us to operate in our areas of expertise by creating content that converts and optimizes your content with SEO.
When you take these two things off your plate, you can focus your time, energy, and resources on YOUR areas of expertise. It’s time to stop stressing and overburdening your internal team. Outsource this area of your business to us and get it right the first time. Because not only are we experts at content and SEO, we’re experts in the finance niche.
STRATEGY
You deserve to experience what it’s like to work with us because we understand the big picture. A piece of REIT companies content marketing is never one and done.
We create content that connects to your audience, your other content, and your overall sales and marketing goals.
EXECUTION
Allow us to implement your strategy by taking massive action with one or multiple of our packages.
It’s time for you to save hours spent researching, crafting, ideating, and guessing because when it comes to your content ranking, it’s not just about your great ideas. It’s about how you execute your ideas.
ANALYTICS
We constantly keep a pulse on what’s going on data-wise in the REIT companies industry and keep you informed too.
We do this by regularly monitoring analytics through Google Analytics and Google Search Console, sending reports to our clients, taking action based on the data, and keeping content fresh and updated over time.
We’d never claim to be experts, but we are aware of the strict compliance standards within the financial industry. Moreover, refreshing content is crucial since numbers, regulations, etc., change in the REIT companies industry sometimes yearly.
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Turn leads into customers and get started today. We’ve partnered with investment banks around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.
Connect with a Certified Conversion Copywriter to Grow on Social Media Platforms
Creating high-quality content for social media can be both time-consuming and overwhelming. Balancing social media marketing with your core responsibilities in real estate investment can make maintaining a consistent presence challenging.
If you find yourself struggling with content creation or posting inconsistently, SJ Digital Solutions can help. Our SEO-driven Copywriting Service is designed for REIT companies like yours. We specialize in crafting engaging copy that attracts and converts qualified leads, seamlessly drawing them from Google right to your virtual doorstep.
Ready to elevate your social media strategy and generate leads on platforms such as LinkedIn, Instagram, and Facebook? Explore our copywriting package and see how we can help you achieve your marketing goals with impactful, high-quality content!
Frequently asked questions
Q: How Is Social Media Used In REIT?
A: Social media is a powerful tool for REIT companies aiming to enhance brand awareness, generate leads, drive traffic to their website, and build a loyal community of investors. Platforms like LinkedIn, Instagram, and Facebook can help you connect with potential investors, share valuable content on real estate trends and investment strategies, and offer customer support. By leveraging these platforms effectively, you can engage your audience, showcase your properties and expertise, and foster a community excited to choose your equity and mortgage REITs over other real estate assets.
Q: What Social Media Is Best for REIT Companies?
A: There’s no one-size-fits-all social media platform for REIT companies. The best choice depends on your specific goals, target audience, and brand personality. LinkedIn is excellent for professional networking within the real estate industry. Instagram and Facebook are ideal for visual storytelling and building a community around your properties and investment opportunities. Pinterest can be effective for sharing real estate tips and infographics, driving traffic to your website. TikTok offers a chance to create innovative content and connect with a younger audience. Success on any platform comes down to consistency in your content and authentic engagement with your audience.
Q: Why Is Social Media Important for REIT Companies?
A: Social media can significantly boost brand visibility for REIT companies, build relationships with potential investors, and position your company as a thought leader in the real estate investment sector. It’s an effective way to humanize your brand, making complex real estate concepts more accessible and less intimidating for your audience. Social media also enables real-time interactions with your investors, enhancing relationship-building and providing exceptional customer service. Additionally, it helps you stay updated on market trends, competitor activities, and investor behaviors, allowing you to make informed, data-driven decisions.
Q: How to Do Social Media Marketing for REIT Companies?
A: In the competitive world of real estate investment, developing and testing a creative social media strategy is essential to stand out. Start by identifying your target investors and crafting messaging that addresses their investment goals and concerns. Create engaging content—such as images, videos, and infographics—that educates and motivates your audience. Emphasize delivering value, building relationships, and actively engaging with your followers. Continuously experiment with different approaches and monitor your performance to refine and enhance your social media impact.
Q: Is Social Media Good for REIT Companies?
A: Social media is a powerful tool for REIT companies, from individual investors to large real estate firms. Platforms like LinkedIn, Instagram, and Facebook allow you to connect with new audiences, including younger investors like millennials and Gen Z. By humanizing your brand and building trust with potential clients, you can effectively drive engagement and conversions. Overall, social media offers a cost-effective digital marketing strategy with a strong potential for return on investment.
Q: How Do REIT Companies Providers Use Social Media?
A: REIT companies have numerous opportunities to leverage social media for growing their brand, authority, and audience. For instance, you can utilize social media to share educational content such as investment tips, property market insights, or success stories from satisfied investors. Additionally, consider experimenting with various strategies to expand your reach, such as partnering with influencers in the real estate sector or utilizing targeted ads. The key is to explore different approaches and identify what yields the best results for your REIT’s goals and audience.
Q: Is Instagram or LinkedIn Better for REIT Companies?
A: Both Instagram and LinkedIn are valuable social media platforms for REIT companies, each offering unique advantages. Instagram is ideal for engaging with potential partners through visual storytelling, property showcases, and video content, creating a more informal and creative connection. LinkedIn, on the other hand, excels in professional networking, making it perfect for building relationships with other industry professionals and potential business partners. Depending on your business goals and target audience, you might find it beneficial to utilize both platforms to maximize your reach and impact.
Q: How to Create Good Content for Social Media for REIT Companies?
A: To create content that resonates with your target investors on social media, start by thoroughly researching your ideal clients. Understand their current investment challenges, obstacles to achieving their financial goals, and how your REIT can help them overcome these issues. Experiment with various content formats, including videos, graphics, and images, to see what engages your audience most effectively. Stay informed about marketing trends and monitor what your competitors are doing to remain up-to-date on best practices. Find unique ways to contribute to ongoing conversations in the real estate investment space to set your REIT apart.
Q: What Social Media Tools Do REIT Companies Use?
A: Several social media tools can help REIT companies enhance their marketing strategy and presence. Social media management platforms like Hootsuite, Buffer, and Sprout Social enable you to schedule posts and track analytics across multiple channels from one place. Content creation tools such as Canva and Adobe Lightroom make it easy to design visually appealing images, graphics, and videos to showcase your properties and investment opportunities. Additionally, many platforms, including Instagram, offer built-in analytics to monitor content performance over time. The choice of tools will depend on your specific goals and the social media platforms you use to market your REIT.
