A Guide To Organic Social Media

Organic Social is something every Estate Agency should take advantage of in 2023. Not only will it increase your brand awareness but it will also demonstrate that your business is active and engaging. In 2023, Property Webmasters launched our very own Organic Social service, which has already been a massive success for our clients.

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By Ben Spowart
A Guide To Organic Social Media

As an Estate Agent, you’re likely always looking for new and effective ways to increase your brand awareness and engage with potential clients. One powerful tool at your disposal is organic social media. By creating and sharing high-quality content on social media platforms without paid advertising, you can build your brand’s reputation, increase your visibility among your target audience, and establish yourself as a trusted authority in the property industry. In this article, we’ll provide an overview of what organic social media is, review which social media platforms are best suited for Estate Agents, and offer some hints and tips for creating a successful organic social media strategy. Whether you’re new to social media or a seasoned pro, this article will provide valuable insights to help you leverage the power of organic social media and grow your business.

What is Organic Social Media? 

Organic social media is a critical aspect of digital marketing and refers to the use of social media platforms like Facebook to reach and engage with a target audience without paid advertising or promotions. This strategy involves creating high-quality content types like videos, images, and posts that genuinely interest your audience and utilising social media algorithms to increase visibility and reach organically. By implementing organic social media techniques, businesses can strengthen their social media presence, increase brand awareness, and improve engagement with customers. 

One of the primary benefits of organic social media is increased brand awareness. By consistently creating and sharing high-quality content on social media platforms, businesses can build their brand’s reputation and increase their visibility among their target audience. As a result, they can attract more followers, generate more engagement, and ultimately increase their customer base.

Another advantage of Organic Social is improved engagement with customers. Unlike traditional advertising methods, social media allows Estate Agents to interact directly with their audience, reply to comments, respond to reviews and deal with any customer enquiries or complaints. Doing so, will your business build a stronger relationship with customers, which can lead to increased loyalty, repeat business and positive word-of-mouth advertising.  

Which Social Platforms Should I Focus My Efforts On? 


Having an effective organic social media strategy is crucial for estate agents who want to build their brand, engage with their audience, and establish themselves as a trusted authority in the property industry, particularly on platforms like Facebook. Posting quality and informative content regularly is key to developing a strong online presence and gaining additional followers, as social media users tend to follow accounts that provide value and are consistent. It’s also essential to try new and creative ways to engage with your audience on Facebook, such as running social media contests, sharing behind-the-scenes glimpses, and showcasing client success stories. By doing so, estate agents can keep their audience interested and invested in their brand, resulting in increased engagement and conversions. Here are some Facebook features you should be focusing on:

Live: Estate agents can use Facebook Live to showcase properties and give virtual tours to potential buyers. This feature allows agents to interact with their audience in real-time, answer questions and provide additional information about the properties.

Stories: Estate agents can use Facebook Stories to share behind-the-scenes footage, showcase their daily routines, and give a sneak peek of upcoming properties. This feature allows agents to create short-form content that is visible for 24 hours.

Groups: Estate agents can join local Facebook groups to connect with potential buyers and promote their listings. This feature allows agents to engage with a highly targeted audience and establish themselves as local experts in the real estate market.

Events: Estate agents can use Facebook Events to promote open houses and other events related to the properties they are selling. This feature allows agents to invite potential buyers and track their RSVPs.


Instagram is a rapidly evolving social media platform that is perfect for estate agents who want to increase their organic social media presence. This platform’s audience demographic is generally younger than that of Facebook and LinkedIn, so estate agents must be mindful of the type of content they are posting. However, Instagram offers several features that can help estate agents reach their target audience and create viral content that promotes their products and services. To achieve success on Instagram, estate agents need to understand what type of content their followers enjoy and be strategic about the content they post. Here are some tips for creating engaging Instagram content that resonates with your followers and helps to grow your organic social media presence:

Live: This feature is a real-time video stream that allows users to connect with their followers in real-time. Estate Agents can use this feature to showcase their properties, conduct virtual tours and host Q&A sessions with potential clients. 

Reels: Video content is what is working in 2023. Reels are a short-form video feature that allows users to create and share 15-30 second videos with music, filters and other effects. Estate Agents will be able to use Reels to showcase their property’s highlights, unique features and the reasons why someone would be interested in that particular property. 

Stories: A mainstay of features across most social media platforms is stories. A story is a short-lived, ephemeral post that disappears after 24 hours. Estate Agents can use stories to share behind-the-scenes glimpses of their business, showcase new properties and provide updates on upcoming events or promotions. 

Guides: A new feature of Instagram is the Guides functionality. It’s a collection of posts that focus on a specific theme or topic. Estate Agents will be able to use guides to showcase the latest developments and properties, provide neighbourhood guides or offer tips for buying and selling a home. 


Twitter’s 280-character limit makes it an ideal platform for Estate Agents to showcase their personality and creativity. To be effective, Estate Agents need to focus on creating engaging content that is concise and attention-grabbing, while still staying true to their brand voice. By targeting the right people and using the right hashtags, you can capture the attention of your followers and encourage them to engage with your page. To execute an effective organic Twitter strategy, it’s important to consistently post high-quality content that resonates with your audience. By following these tips and posting content regularly, you can grow your organic Twitter presence and reach new followers:

Threads: This feature will allow users to string together a series of tweets to create a longer, more in-depth message. Estate Agents can use Threads to share information about their latest launches, developments and properties, as well as showcase unique features and provide tips. 

Moments: This unique feature allows users to curate a collection of tweets around a specific topic or theme. Estate Agents can use Moments to create a collection of tweets related to their brand, properties, and industry-related tips. 

Polls: Polls allow users to create simple surveys to engage with their followers. Estate Agents should use the poll feature to gather feedback from current and new clients, understand what their followers are looking for and get insights on industry trends. 

Analytics: This pivotal feature provides users with detailed insights into their account’s performance. Estate Agents can use this feature to understand which tweets are resonating with their followers, track engagement and growth, as well as optimise their social media strategy. 


LinkedIn is an informational and professional social media platform that offers many opportunities to connect with your customers and establish your brand’s authority in the industry. Unlike other platforms, LinkedIn does not have a character limit, allowing you to create more in-depth content and share valuable insights with your audience. To make the most of your LinkedIn presence and activity, it’s important to create a content calendar that aligns with your business goals and audience’s interests. By posting regularly and engaging with your connections, you can establish a strong connection with your customers and grow your network on the platform. Here are some LinkedIn features you should be focusing on:

Articles: Estate agents can publish articles on LinkedIn to share their industry insights, knowledge, and experience with their network. This can help position them as thought leaders in the real estate industry.

Groups: Estate agents can join and participate in LinkedIn Groups related to the real estate industry to connect with other professionals, stay up-to-date on industry news and trends, and engage with potential clients.

Live: Estate agents can use LinkedIn Live to host virtual open houses, showcase properties, and provide real-time updates and insights to their network.

Hashtags: Estate agents can use relevant hashtags on their posts to increase their visibility and reach a larger audience. Hashtags such as #realestate, #propertyforsale, or #estateagent can help attract potential clients who are searching for real estate-related content on LinkedIn.

Why Choose Property Webmasters? 

Property Webmasters have taken the time to understand what estate agents need when it comes to property marketing. We offer an Organic Social service that will benefit your Estate Agency, increasing your brand awareness and posting consistently across your news feed.

Contact us today for more information!  

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