luxury buyer on social media

4 Social Media Musts for Upper-Tier Real Estate Agents

the InstituteAll, Luxury Home Marketing Tips, Uncategorized 1 Comment

Having a strong social media presence is essential for any real estate professional, but it is especially true for those who work in the high-end real estate market. While social media can be a valuable component of your overall marketing strategy, if done incorrectly, it can negatively affect your brand.

Here are four essential steps you need to take to make sure your social media contributes to your success as a high-end real estate professional.

1. Create a separate Facebook group.

If your real estate business already has a strong social media following, well done, you are farther ahead than many of your peers. However, if you intend to grow, or already have a sizeable amount of affluent clientele, it is recommended that you either create a separate Facebook page geared towards that specific group of individuals or start a private Facebook group for your wealthy clients. Private, or closed, Facebook groups are gated by the group creator, requiring new members to be accepted before they can join the group. It’s this level of privacy and exclusivity that high-net-worth individuals come to expect from the people they do business with so why should real estate be any different?

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2. Look to luxury brands for inspiration.

It’s important to remember that affluent buyers and sellers are not comparing you to other real estate professionals, but rather to other luxury brands and services. So, if you want to evoke the same level of luxury as Saks-Fifth Avenue or the Ritz-Carlton, your social media should mirror those luxury brands to the best of your ability. An excellent place to start is to follow some of the major luxury brands and see how they run their social media channels. Some commonalities you’ll notice across industries are:

  • High-quality photos
  • Strategic use of hashtags
  • Multiple posts per week
  • Videos
  • Consistent brand voice and messaging across social channels

3. Network with other people in related industries.

Social media isn’t just another branch of your marketing strategy; it’s a relationship-building platform. For real estate professionals, this means an opportunity to network with people in your industry and related industries, potentially leading you to referrals further down the road. Connect with local financial brokerage firms, contractors, interior designers and other real estate-related businesses in your area on social media to establish yourself as a contributing member of the business community.

4. Invest in photography.

Affluent buyers are highly visual, so when it comes to your marketing materials, whether they be print or digital, it’s essential to have high-quality photos. From your profile picture on Facebook to your website’s homepage, a high-quality photo is the best way to make a good first impression. Need ideas? Real Trends publishes an annual ranking of the top one-half percent of the nation’s real estate professionals. Browse the list and see what the crème de la crème are doing with their social media. Who knows, one day you might be on that list.

When it comes to social media, the opportunities are endless. Don’t let that intimidate you. Starting with one of these tips can make a big difference in the quality of your social media marketing. Once you have one strategy nailed down, move on to the rest and you’ll be a formidable force in your local real estate industry.



  1. I would add a 5th here. Attend as many charitable events as possible. Usually these events are very reasonable to attend ($100-$200) and they make most of their money doing silent and live auctions. Be careful it’s easy to get caught up in these and can get very expensive. Posting/promoting (with permission) these events on your facebook page will go a long way. I have never met a high net worth individual that doesn’t attend such events.

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