Real Estate Marketing

How To Find Leads & Develop Your Brand on Social Media

Expertise: Real Estate Investing Basics, Personal Development, Landlording & Rental Properties, Real Estate News & Commentary, Business Management, Flipping Houses, Real Estate Deal Analysis & Advice, Personal Finance, Real Estate Marketing
247 Articles Written

Throughout my career in Real Estate, I have found that almost everyone uses social media outlets, such as Facebook, Twitter, LinkedIn, etc. And what better way to promote your property than a platform that is used daily by over 60% of the population?

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Unlike listing your property for sale on MLS and Zillow — social media platforms connect you DIRECTLY to people — all sorts of people! People who are ready to buy now, buy in the near future, buy in the distant future — even people who did not realize they were ready to buy until they saw your property!

What I am saying is, you have the ability to connect with individuals directly on a personal level.

Developing Your Brand & Finding Leads on Social Media

I’ve used social media to sell properties and to connect with people who have like minded interests in Real Estate and Investing. Promoting my properties on social media has also helped me build a brand name. Thousands of people see my posts on a daily basis and begin to recognize my name and the type of properties I provide. A potential relationship develops.

Related: Developing an Online Social Media Voice Through Automation

I don’t post my properties on just any social platform. There are hundreds of Real Estate investing groups that thousands of people join — but a group must be relevant.

There are also “garage sale” groups designed specifically for the area where your property is located. From locals to people located internationally, social media platforms are the very best FREE marketing available.

With so much outreach, social media marketing can open you up to a bit of spam, “tire kickers.” But even tire kickers are looking around for a reason. They may not buy today, but keep them on the back list, answer questions as clearly and concisely as possible and move to the “now” buyer.

There is a buyer for everything!

Handling Negative Feedback

But what about negative opinions of a property or of the selling price? This is unavoidable. People have likes, dislikes, and plenty of opinions on both that they may feel the need to express.

Though you may want to respond with “Thanks for your comment, please don’t give up your day job,” remember that any interest is interest. There is a right price and property for everyone. Kindly thank these folks and wish them a good day on their journey. Your prospective buyers will read the post and realize that you are a professional. Your calm response is likely to inspire them toward doing business with you!

Related: Using Advanced Web Tools To Increase Your Social Media IQ

Never React, Always Respond is what I was once told by a past mentor.


As I said previously, promoting your business and properties on social media outlets is a wonderful way to grow your business, build relationships and sell properties. But it DOES bring you on a personal level with thousands of people—so use it the RIGHT way.

Have you sold a property via social media? How do you use social outlets in your real estate business?

Describe your experience below!

Engelo Rumora, a.k.a."the Real Estate Dingo," quit school at the age of 14 and played professional soccer at the age of 18. From there, he began to invest in real estate. He now owns real estate all over the world and has bought, renovated, and sold over 500 properties. He runs runs Ohio Cashflow, a turnkey real estate investment company in the country (Inc 5000 2017 & 2018) and is currently in the process of launching a real estate brokerage called List’n Sell Realty. He is also known for giving houses away to people in need and his crazy videos on YouTube. His mission in life is to be remembered as someone that gave it his all and gave it all away.
    Adrian Tilley
    Replied over 6 years ago
    So I’m still confused. How exactly do you use social media to find leads and develop your brand?
    Engelo Rumora
    Replied over 6 years ago
    Hi Adrian, Thanks for your comment. I am a big believer in hard work and committing hours to the numbers. Phone calls, emails, social media, etc… I don’t remember a day over the past 3 years where I haven’t spent at least 30-45min sharing, posting, liking anything and everything Real Estate related across all social media platforms. Our group has established some amazing relationships by working these numbers and where we now have many people dependent on our success. Even today where I have 4 full time staff working for me I ask the same questions at the end of every day: How many you new RE people did you add to the database? Did you spend at least 30min networking on social media? Without getting too technical I hope my comment helped. Thanks and have a great day.
    Chris Winkler
    Replied over 6 years ago
    Good question Adrian, article starts off good and fails to deliver. You don’t go into developing a brand at all. This is an article that provides nothing to help the reader. Can anyone show us an example of how FB or twitter actually helped them? Also, “There are hundreds of Real Estate investing groups that thousands of people join — but a group must be relevant.” You don’t even name one investing group. Why not a list of the top ten? This is just a keyword filled fluff article that accomplishes nothing but gives the write more points on BC…
    Engelo Rumora
    Replied over 6 years ago
    Hi Chris, Thanks for your comment and I appreciate your critique. Feel free to read my above reply to Adrian and this might clarify a few of your questions. There is no magic pill or formula IMO. When Gary Vaynerchuck started his journey as an entrepreneur he implemented a similar way of building his brand and establishing relationships by keeping very active across all social media platforms and spent day and night personally replying and communicating with everyone. As for the Facebook groups. In the top left corner of your Facebook page you will find a search tab and if you enter “Ohio Real Estate” or “Wholesale Real Estate” for example you will find numerous groups relating to this topic. I suggest joining the groups that best relate to your Real Estate strategy. You gave me a great idea with listing the top 10 and we might actually do this for our next blog. I would also like to stress that I am not a social media or brand expert but simply a fellow investor doing my best to share my experiences and what works best for me. I hope that you find my comment sufficient and if not feel free to give me a call on 816-372-5334 and I would be happy to discuss or assist in anyway. Thanks for reading and have a great day.
    Replied over 6 years ago
    “Never React, Always Respond.” Great advise. Prior to social media, reacting to someone would be to a limited audience. Now, depending on how great the show is, everyone will have the opportunity to check it out on you tube.
    Engelo Rumora
    Replied over 6 years ago
    Hi Steve, Thanks for your comment. Those words where some of the finest I have ever received. I have them printed on my wall so I can always remember to Never React 🙂 Thanks and have a great day.
    Abel Curiel Real Estate Agent from Queens, NY
    Replied over 4 years ago
    Hello Engelo, Nice blog, I know I’m a couple years late on this response… I have become very interested in the benefits of social media as a marketing tool. Like you mentioned, its free and 60% of people are on it.. so its a no-brainer! I have; a LinkedIn account for about 7 years, have a personal instagram account for about 3 years, haven’t used FB in about 4 years and have never used twitter. How would you suggest I begin my social media marketing campaign? I am a licensed RE Agent in NY and I (along with my business partner) am preparing a DM campaign in South Florida.
    William Weaver Jr from Charleston, SC
    Replied over 1 year ago
    Thank you for your post. As a millenial, I have a lot of friends and associates that I am connected with via various social media platforms. I really want to utilize these platforms to rapidly grow my real estate business. Thank you for shining the light on the subject. I will continue to do more research on the topic and hope to become successful.