Senior writer
According to World Wide Worx, South Africa has 42 million active internet users, and they are definitely using online platforms to find properties. As these platforms gain increasing market share, one element of digital platforms really stands out for the property market: social media.
Social media provides a marketing opportunity that can set an agency network or individual agent apart in a crowded market, ensuring that not only do listings reach potential buyers but resonate with them, too. The trick, of course, is to understand the audience demographic of the users of social media platforms, given the dominant range in South Africa, which includes (but is not limited to) Facebook, Instagram, TikTok, X, WhatsApp, LinkedIn, Pinterest; YouTube; and their newer competitors.
We asked several agencies and agents which social media platforms are the most popular for real estate and why.
How big is social media?
The global company Buffer, which researched the latest data on social marketing tools for 2024 by monthly active users (MAUs), says it is useful to understand the “sheer volume of users each site has” pointing out, however, that the one with the biggest user base may not necessarily be the best for a specific target audience. Here are Buffer’s findings:
- Facebook – 3.05 billion users.
- Facebook Messenger: 931 million.
- WhatsApp – 2.78 billion.
- WhatsApp Business – 200 million.
- YouTube – 2.49 billion.
- Instagram – 2.04 billion.
- TikTok – 1.22 billion.
- SnapChat – 750 million.
- X – 550 million.
- Pinterest – 465 million.
- Reddit – 430 million.
- LinkedIn – 424 million.
- Tumblr – 135 million.
How are local property experts using social media?
Barry Davies, COO of Chas Everitt International property group
Platforms used: Facebook, Instagram, LinkedIn, WhatsApp, X and YouTube. Currently exploring TikTok and Threads.
Best response in order: Facebook, Instagram, WhatsApp.
Marketing strategy: Facebook and Instagram for listings; LinkedIn for showcasing high-net-worth properties; WhatsApp to share property details, images, and videos with directly interested clients.
Business advertising: All mentioned platforms.
Business success stories: Use all mentioned platforms to present client testimonials, before-and-after photos of sold properties, and successful transactions.
Who pays: We use a hub-and-spoke approach. We work with a dedicated digital marketing agency at the franchisor level. We cascade quality and template content to ops and agents via this channel for free. We offer customised packages via the agency where they tailor content for franchisees and agents at a reduced rate based on their needs. Our operators and agents also have access to our Canva Enterprise tools, where agents have access to a kaleidoscope of on-brand predesigned templates which allow them to save time and produce eye-catching professional content that is customised at the push of a button in formats that are ready-to-post to all main social media platforms.
Why these platforms work: They all work, but they are not equal. And there’s the rub: allocating spend to the right channels is where the art comes in. There’s a lot of science in getting the best
results and maximising leads.
Other uses: To build relationships with potential clients, answer questions, provide market updates, and offer real estate advice.
Overall comment: Social media is a non-negotiable tool in the modern estate agent’s arsenal —it’s in keeping with our high-touch, high-tech approach. The platforms we leverage depend on our target audience and goals, and we tailor content to suit each platform’s unique style and audience. We have found that less really is more; a well-crafted and standout piece of content is more valuable than multiple throwaway low-quality pieces.
Myles Wakefield, CEO of Wakefields Real Estate
Platforms used: Facebook, Instagram, WhatsApp.
Frequency of use: Daily/weekly
Best response: It varies depending on the nature of the property and the demographic of the audience. Facebook is still good value for money.
Business advertising: All platforms.
Business success stories: All platforms.
Property advertising: All platforms
Who pays: Agency.
Challenges:
Algorithm Changes: Social media platforms frequently update their algorithms, which can affect the visibility of our posts. It is crucial to stay up to date with these changes and adjust our strategies accordingly.
Content Overload: The sheer volume of content on social media can make it difficult to stand out. Consistently creating high-quality, engaging content is necessary to capture and maintain audience attention.
Time- and Resource-Intensive: Effective social media management requires a dedicated effort and often a team to handle content creation, posting, engagement, and analysis.
Overall comment: While there are challenges, the benefits of using social media platforms like Facebook, Instagram, and WhatsApp for the property industry far outweigh the drawbacks. They offer unparalleled opportunities for engagement, brand building, and targeted marketing, making them essential tools in our marketing strategy.
Hayley Vann-Herbert, agent and manager for Jawitz Properties Southern Suburbs, Cape Town
Platforms used: Personal use is Instagram and LinkedIn. Exploring other platforms. WhatsApp is primarily for communication between staff and clients.
Frequency of use: Daily.
The best response is LinkedIn. I use it for recruiting and connecting with high-net-worth individuals in my client base. Other colleagues get good lead generation from Facebook funnels and adverts.
Business advertising: All mentioned platforms.
Business success stories: All mentioned platforms.
Property advertising: All mentioned platforms.
Other uses: Listings, general information, news, public relations and recruitment.
Who pays? The Agency covers the branch and national social media links/pages/profiles. The agent also covers personal use.
Overall comment: The South African market hasn’t fully leveraged social media for real estate as much as other countries. There is a significant opportunity to grow both the agency and agent’s personal brands. Social media platforms can increase reach, allowing agents to connect with a broader audience, including potential clients and industry professionals. They also enable more direct and engaging communication with clients, showcasing properties and success stories in a visually appealing and interactive way. Additionally, these platforms can enhance recruitment efforts, PR, and the overall visibility of the agency, ultimately driving growth and success in the competitive real estate market.
Michelle Cohen, principal/director of Leapfrog Property Group JHB NE
Platforms used: Facebook, Instagram, TikTok, LinkedIn, WhatsApp.
Frequency of use: Daily.
Best response: Facebook, although it is hard to judge.
Property listings: Yes
Business advertising: Yes.
Business success: Yes
Other uses: We welcome clients into their new homes, recruit agents, discuss market trends, and share news about our agents and business.
Who pays: Primarily, the agency.
Overall comment: Social media platforms work. Their reach is huge, you can tailor them to target your preferred market, and they’re a direct link to the person that we want to connect with.
Nadia Aucamp, broker/owner of RE/MAX All Stars
Platforms used: Facebook, Instagram. Our property professionals are encouraged to use their own Facebook, Instagram, Tiktok, WhatsApp and YouTube accounts.
Frequency of use: Weekly, but others use every second day.
Best response: The best reactions come from updating the WhatsApp status, which we keep short and relevant. Facebook and Instagram are growing in following and views.
Property listings: Limited to our Office Channel, providing useful property-related information to our followers.
Business advertising: Yes.
Business success: Yes, on our office pages. We receive many reviews, some of which are posted as testimonials.
Other uses: Providing the market with interesting and informative information about property and related industries.
Who pays: The office pays for office platforms, and individual property professionals for their own accounts,
Overall comment: I think that these platforms can work in our industry when used correctly. Flooding social platforms with properties for sale is not ideal. Providing property-related information has become more valuable, and educating the clients in the process is definitely a winning formula.
Ted Frazer, national marketing manager at Seeff Property Group
Platforms used: Facebook, Instagram, WhatsApp, X, YouTube, TikTok.
Frequency of use: 24/7 because they are always on platforms. Social media platforms are the go-to choice for staying up-to-date with news and trends.
Best response: It’s a mixed bag, depending on the particular campaign. Broadly speaking it is Facebook because it is a marketplace and has transaction value as potential customers can immediately interact. Other platforms still have certain ‘barriers’ that require the customer to take additional steps.
Property listings: Yes.
Business advertising: Yes.
Business success: Yes.
Who pays: Social media platforms are free to use, except where branches or agents want to advertise/boost specific listings or programmes. There are, however, general costs involved in terms of paying a social media resource for content and design, so it is not necessarily free. In terms of who pays, it depends on the particular campaign or property. The branch would, for example, undertake certain funded activities, and if the agent wants to go beyond that, they will need to fund any additional ad spend required.
Overall comment: The overwhelming feedback is that besides the property portals, social media platforms have become the most effective promotional tools for property agents.
Natasha Barbosa, regional marketing manager at Tyson Properties Western Cape
Platforms used: Facebook, Instagram, YouTube, and, more recently, TikTok.
Frequency of use: Daily.
Best response: Facebook.
Property listings: We advertise new listings and properties sold and promote high-end listings.
Business advertising: Advertise our services and promote our sponsorships and community outreach programmes.
Who pays: Each franchise pays for the ad spend and management of the pages.
Overall comment: Social Media platforms are beneficial to real estate agencies because you can reach a vast audience for less cost than print. It allows for highly targeted advertising, promotes visual marketing, and it is easier to measure and track ROI/conversions.
Kim Peacock, co-broker/owner of RE/MAX Dolphin Realtors
Platforms used: Facebook, Instagram, WhatsApp.
Frequency of use: Daily.
Best response: Posts about individual agents and their achievements or accomplishments.
Properties that are newly listed and community projects that we are involved in.
Property listings: Yes.
Business advertising: Yes.
Business success: Yes.
Other: Community projects such as the upgrade of our local skate park and benefits for the community.
Who pays: With our model, each agent is responsible for funding and managing their personal branding efforts, including social media pages and marketing campaigns. This encourages agents to cultivate their individual brands and take ownership of their promotional activities. On the other hand, the agency adopts a similar approach but on a larger scale, taking care of the collective branding efforts. This means that the agents bear the costs associated with their personal branding while the agency covers the expenses related to the broader brand strategy and initiatives.
Overall comment: Platforms such as Instagram, Facebook, and WhatsApp are effective tools first because they offer a visually engaging way to showcase properties through images and videos, allowing for better presentation and marketing.
Secondly, they provide a convenient and immediate way to communicate with potential clients or customers, facilitating quick responses to inquiries and building relationships. Additionally, these platforms have extensive reach and targeting capabilities, enabling property professionals to reach a large and specific audience effectively.
However, these platforms don’t come without their challenges. Privacy concerns, over-saturation of content, and algorithm changes can impact reach and engagement. Moreover, while these platforms offer great marketing potential, success largely depends on understanding the target audience, creating compelling content, and staying up-to-date with platform changes to maximise impact.
