3 Ways to Grow Your Luxury Real Estate Practice Online

Ever met an agent who has leads coming straight to them online? How do they do it?

Most luxury real estate agents are naturally skilled at networking in person, but learning how to network online has become an equally important skill for successful real estate marketing. Knowing how to attract qualified leads online opens up a whole new world of opportunities, and is an especially helpful tool for working your feeder markets.

The more business you can attract, rather than chase, saves you a significant amount of time and money to use for other aspects of your luxury real estate practice.

The Institute partnered with Andrew Hong, co-founder of Tobe Agency, a successful digital marketing agency based in Los Angeles, at our last Leaders In Luxury Conference to get his take on how agents can master inbound marketing to grow their network and their business.

Listen to Andrew’s exclusive segment and other Luxury Insights for free on our Podcast, Estate of Mind - available now on Apple podcast and Spotify. 

Even just ten years ago, luxury real estate networking was still largely dependent on word of mouth, but recently, the majority of luxury clientele and other luxury real estate agents can be found online.

While it’s true that the affluent spend less time on social media, they do use it with a purpose, and that purpose is typically to inform their future buying behavior. In fact, recent statistics have shown that many millennial luxury buyers in the last few years purchased a home that they originally found online.

Although networking and real estate marketing evolve over time, there are a few strategies that can help you start attracting luxury clientele online right now.

1. Utilize LinkedIn and Facebook Groups

If you’ve ever wondered how to reach more people beyond your immediate social media audience to grow your network and take your real estate marketing to the next level, Facebook and LinkedIn groups can help. If you know your client-avatar, you can use that to inform the type of groups you join.

In general, Facebook groups are more helpful targeting affluent lifestyle groups, while LinkedIn is more effective for targeting professional roles and interests.

The biggest mistake that real estate agents will make when they join Facebook and LinkedIn groups is solely engaging in self-promotion. The best way to make use of these groups, however, is to post helpful, valuable content for that group’s audience, and actually engage with posts.

For example, if you join an interior decorating group on Facebook and you have extensive training in staging and decorating, leaving helpful comments on others’ posts can start drawing attention back to your own Facebook page, earning you more followers who could eventually turn into paying clients or referrals.

2. Write Guest Posts on Relevant Websites

When you’re looking to grow your own online network, leveraging a known website’s established audience can give you a boost. There are plenty of opportunities online for luxury real estate agents to share their expertise, including real estate and interior design blogs, legal blogs, and more.

Not only does this help you get your name and website link in front of more potential clients to improve your real estate marketing strategy, it also helps add to your credibility in your agent bio for social proof. Becoming a regular contributor for established websites starts to position you as an expert, which can help attract clients.

3. Connect With Luxury Influencers

Again, tapping into a third party’s audience that is already engaged and interested in luxury real estate is an easy way to grow your network and enhance your real estate marketing strategy. When done correctly, partnering with an influencer in the luxury space, or in your local area, can extend your online reach without much overhead or time commitment.

Since influencers are always looking for content, it should be fairly easy to find a mutually beneficial partnership. For example, coordinating with a well-known CPA in your area and filming a short Q&A about financing an investment home, or how to manage changes in property tax laws, can add value to both of your audiences and help both of you gain new, interested followers in your network.

Looking for more ways to grow your network?

The Institute’s Luxury Live Events can put you in the same room with a variety of top-performing luxury real estate agents from all around the world. 

This training event not only helps you polish your real estate marketing strategy while you earn or renew your CLHMS designation, but it also gives you the tools to make you a sought-after real estate professional in your sphere of influence. Learn more or sign up on our two-day intensive Luxury Live training today!