7 Mistakes You're Making When Running the Social Media as a Real Estate Developer

According to a study conducted by the National Association of Realtors in the US in 2022, social media has proven to be the most effective tool for generating quality leads. The study also found that 80% of millenials and 78% of Generation X people use mobile devices to browse real estate listings from developers. These statistics underscore the crucial role of effective social media marketing for professional developers.

Although developers are aware of the need to develop a solid social media promotion strategy, they often lack detailed knowledge of how social media works. Instead of using available technologies, such as photorealistic 3D visualization, they often try to act intuitively, which usually ends in failure.

However, even these failures can bring some benefits, as developers can learn from them and improve their strategies. Keep in mind, however, that these are costly lessons. The best approach is to avoid such mistakes from the beginning so as not to waste your budget.

I would now like to introduce you to the 7 most common mistakes made by developers who are starting out in promoting their investments online.

1. Spontaneous publishing of content

One of the most common mistakes made when creating a social media publishing strategy is not having a precise schedule for all content to be published. Creating a well-planned publication schedule can help avoid mistakes such as publishing too much content in too little time. The key to increasing audience engagement on social media is to regularly publish quality content at specific, carefully selected times when traffic on the platforms is highest. This is much more effective than publishing a large amount of content at random times and then completely disappearing from social media for an extended period of time due to a lack of new content ideas.

An additional problem caused by the lack of a plan is that developers often have to manually schedule their posts, instead of taking advantage of automation. Content to be published on social media should be prepared well in advance.

2. Posting of non-original content

Publishing only low-quality content is another mistake to avoid. Many developers fall into this trap, having no time to create new ideas for posts while being busy professionals. Providing content from trade magazines, specialized blogs and other similar sources may seem like a good solution in such a situation. It's an activity that doesn't require a lot of time, while demonstrating the developer's expertise and commitment.

However, if a developer's only activity is to post links to content from other sources, without contributing his own work to create original materials, his online presence may become invisible, and thus begin to lose potential customers. An effective social media management strategy for a real estate developer and his developments requires finding the right balance between third-party content and the unique ideas of the construction developer.

3. Paying for feedback

One of the serious mistakes that developers fall into at the beginning of their journey with social media is publishing unreliable, overly positive reviews. Such fake reviews are often bought and generated by external agencies. However, social media users are usually savvy and can quickly catch inauthentic content, which can lead to a loss of trust and potential customers.

A far better approach is to encourage real customers to share their authentic experiences by writing personal reviews or creating video testimonials. An authentic, positive review from a satisfied customer is much more valuable and can yield better results than a stack of mountains of unreliable praise.

4. Lack of interaction with the audience

Another mistake that construction developers often make is delayed response to comments and messages. It is important to remember to communicate with your audience on an ongoing basis when using social media. This is the only way to convert your audience into potential customers. The decision to buy a property is a major step for everyone, and a potential customer needs to be sure that he is making the right decision. To that end, he is looking for a trusted developer, not just a construction contractor.

A developer should systematically build the trust of his audience by responding quickly, providing assistance and maintaining constant contact on social media platforms. Customers appreciate the person behind a company's social media presence, seeing that they take the time to answer questions and address any concerns they may have.

5. Focusing only on new audiences and lack of interest in current ones

When developing a social media strategy for the primary market real estate sector, developers often underestimate the potential of their current and former customers. This is a significant oversight, as the customer relationship should not fade once the deal is finalized. Both current and former customers can become brand ambassadors on social media, promoting the developer's content to their friends and attracting new people to the developer's offerings.

The greatest value that former customers can bring is authentic testimonials, which can be used as unique and engaging content. Their stories can be presented in a variety of formats, such as interviews, video testimonials, or podcasts, where the developer and customer share their experiences during the buying process. Such content not only enriches the social media profile, but also builds trust and credibility of the brand in the eyes of potential customers.

6. Ignoring Video Marketing

Video marketing has gained popularity in all industries, and the real estate sector is no exception. There are solid reasons why this is happening. According to Wordstream, 92% of Internet users who watch videos share them with others. In addition, Adweek reports that 75 million users visit Facebook's video platform every day!

Therefore, developers should take advantage of the potential of videos to promote their offerings on social media. Even if their developments are still in the construction phase, it is possible to create compelling video content. In this case, the developer should use the services of a professional company to create photorealistic 3D animation. This will provide a realistic video that presents the future property in its final, most attractive form. Such material will be an excellent addition to the content published on social media platforms.

7. Failure to use technological advances to your advantage

The last but equally important point on our list concerns construction developers' overlooking of developing technologies, which significantly reduces the effectiveness of their social media campaigns, especially when promoting developments at the planning stage or during construction. However, when a developer uses modern 3D technologies, marketing such projects becomes extremely simple and effective.

Innovative 3D visualization technologies make it possible to present the future appearance of properties that are still under construction or exist only on paper. Photo-realistic 3D visualizations allow potential buyers to visualize the completed project before it is even completed.

In addition, 3D virtual walk-throughs of a project offer even greater interactivity. Users can decide the direction of the tour themselves, as well as zoom in and explore individual elements. Although most social media platforms do not directly support such digital tours, developers can share links to websites with virtual tours, thereby attracting traffic to their sites and increasing interest in the developer's investment.

 In order to take full advantage of the possibilities offered by 3D technology, the developer should partner with a company that specializes in creating 3D marketing materials. This requires the transfer of the necessary files and information regarding the developer's project. The 3D visualization specialists then take control of the process, leaving the developer only to wait for the results and enjoy the results.

In conclusion, it is important to avoid these seven mistakes when creating a solid social media strategy for a development project. Communicating irregularly with your audience, overlooking current and former customers, neglecting video marketing and ignoring technological advances can have negative consequences and should be avoided by any developer. This is especially true when promoting large developments.

More on the marketing of real estate development investments: Advertising campaigns for the real estate developer

FAQ

1. Why is setting clear marketing goals so important on social media for real estate developers?

Clearly defined goals (e.g., increasing brand awareness, generating leads, improving brand image) help create a cohesive strategy and measure the effectiveness of actions. Without them, it's difficult to assess whether a social media campaign is truly delivering the expected results.

2. What happens if posts only include sales offers?

Excessive self-promotion quickly discourages followers. It’s worth diversifying content by posting interior design tips, information about the area, or behind-the-scenes materials showing the development process – all of this builds trust and engagement.

3. How does the lack of a clearly defined target group affect social media effectiveness?

Without defining the target audience, it’s hard to tailor the communication style, content type, or posting frequency. As a result, the messaging becomes too generic, and the profiles fail to capture the attention of potential clients.

4. Why is publishing consistency crucial?

Irregular posting causes followers to lose interest, and algorithms reduce the profile’s reach. A consistent schedule helps maintain audience attention and strengthens credibility in their eyes.

5. Is investing in paid campaigns (Facebook Ads, Instagram Ads) worth it?

Yes. Paid campaigns allow precise targeting of potential clients based on criteria such as location, age, or interests. This makes it possible to reach people interested in buying property much faster.

6. What role do video materials play in promoting property investments?

Videos, such as virtual tours or drone footage, showcase the property in an attractive and realistic way. This type of content usually engages more than photos or text and also strengthens trust in the brand.

7. What are the consequences of not engaging with users in comments?

Failing to respond to questions or suggestions under posts creates an impression of ignoring customers. Meanwhile, quick and friendly responses build a positive brand image, encourage further interaction, and help develop relationships with the audience.

8. Why is a consistent visual identity on social media so important?

A consistent look – from the logo, to colors, typography, and graphic style – strengthens brand recognition. This helps users associate the real estate developer and their investments with a certain standard and quality.

9. What does creating valuable content involve and why is it important?

Valuable content provides real benefits: tips, inspiration, answers to frequently asked questions (e.g., about financing or interior design). This way, the audience feels the brand not only sells but also educates, which increases trust.

10. What risk does the lack of statistics and analytics monitoring pose?

Without analyzing reach, engagement, or conversions, social media activities become ineffective. It’s unclear which formats and content work best and which don’t deliver the desired results, making it harder to optimize efforts and potentially leading to unnecessary costs.

11. Is it worth running multiple social media channels simultaneously?

It depends on available resources. Spreading too thin across many platforms without proper support can backfire. It’s better to focus on key channels (e.g., Facebook, Instagram, LinkedIn) and produce high-quality, well-thought-out content there.

12. What content formats are most engaging in the real estate industry?

Usually, these are photos and videos from the construction site, apartment visualizations, behind-the-scenes stories, as well as tips on interior design or information about the neighborhood. Such materials help viewers imagine what their future property could look like.

13. How to avoid overly pushy communication on social media?

It’s important to balance sales content with educational or lifestyle posts. Actively listening to followers, answering their questions, and encouraging interaction (e.g., through polls, contests, or short quizzes) also helps.

14. Is publishing customer reviews and testimonials on social media effective?

Yes. Positive reviews and testimonials enhance the brand’s credibility and show that the real estate developer cares about customer satisfaction. It’s a great way to encourage undecided prospects to take the next step.

15. How to handle crisis situations on social media?

The most important thing is to respond quickly and openly. Misunderstandings should be clarified, negative comments addressed with empathy, and if needed – private contact (email, phone) should be offered. Transparent and calm communication helps restore trust.

16. How to match the tone of communication to the nature of the investment and target group?

Before launching activities, it’s worth defining the profile of a potential client. The tone will differ when addressing families with children looking for a quiet neighborhood versus young singles seeking a downtown apartment. The tone should reflect both the brand’s style and audience expectations.

17. Why is storytelling so effective in promoting investments?

Telling stories (e.g., about people who already live in a given place, about the construction process, or plans for neighborhood development) emotionally engages the audience. When a potential client identifies with the story’s characters, their interest in the offer increases.

18. How does collaboration with local partners impact the real estate developer’s image?

Showing that the real estate developer works in cooperation with local businesses and organizations reinforces the image of a friendly and community-involved entity. These activities may include joint events, contests, or promotional campaigns.

19. What should be considered when formulating CTAs (Call To Action) in posts?

CTAs should be concise and specific: “Call now,” “Book a meeting,” “View the virtual tour.” A clear message indicates the next step the audience should take to learn more or contact the sales office.

20. Do hashtags matter in promoting a property investment?

Yes. Properly chosen hashtags (e.g., #newdevelopments, #apartmentsforcouples, #homesforfamilies) help reach people interested in specific topics. Their effectiveness depends on smart selection and moderate use.

21. Why do planning and publishing schedules make managing channels easier?

A set posting calendar makes it easier to maintain consistency and balance in content types (sales, educational, entertaining). Such a strategy also helps better manage time and avoid chaotic posting without a clear message.

22. How important is the quality of photos and graphics on social media?

Aesthetic and professional visual materials are especially important in real estate, where clients “buy with their eyes.” High-quality photos and visualizations inspire trust, highlight the standard of the investment, and make the profile stand out from competitors.

23. Do occasional promotions and special offers increase interest?

Yes. Offering, for example, a discount on a garage or apartment finishing included in the price can encourage quicker decisions. Announcing such promotions on social media can effectively attract attention and generate more inquiries.

24. When is it worth considering collaboration with influencers in the real estate industry?

Collaborating with influencers can work if they are credible in the fields of interiors, architecture, or lifestyle. Their content (e.g., visiting the construction site, testing solutions in a show apartment) can increase reach and attract new audiences.

25. Why is flexible response to market changes so important in communication?

The real estate market changes quickly – buyers’ preferences, competition, and even regulations evolve. Real estate developers should stay up-to-date and adjust their social media efforts to continue meeting client needs and responding to current challenges.