The Best Social Media Platforms for Finding Real Estate Investors
By Adam Gower Ph.D.
Finding Investors on Social Media
If you’re raising equity capital for real estate projects, especially if you operate an online platform of any kind, there’s a very good chance you maintain some kind of social media presence. Every social media platform has the ultimate goal of connecting you with people who may be interested in what you offer or the content you post, and this applies just as readily to real estate syndication.
All social media platforms offer you access to different people under different circumstances. While two platforms may be similar, none are identical. This is an advantage to you, as you can choose the best social network for your style of posting, your investor avatar, and your company’s exact value proposition.
By understanding the strengths of each platform, you can pick your battles carefully and post the right content to the right place. You should absolutely be posting different content to each platform, especially the Big 4, listed below, if you want to optimize your social media presence and attract investors to your projects.
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Facebook has the distinction of being the most heavily populated social media network in the world right now. Since it’s been around for more than a decade, it’s weathered a lot of storms already and implemented a ton of great functionality features.
Demographics on Facebook vary widely, but the fact is that almost everyone is on there. Overall, it tends to skew older rather than younger, though there are both old and young people on the platform. No matter who your ideal investor is, you’re likely to find them somewhere on Facebook.
Furthermore, you have a great many options for personalized content posting on Facebook. Everything from live videos to story posts and groups could come in handy, depending on who you’re trying to reach. You need to develop a solid content strategy to drive investor engagement on Facebook, or else you could get lost in all the features and updates. Facebook can be either formal or informal, or both at the same time in different areas of the site and you want to be sure to carefully balance your personal with your professional postings.
We all know LinkedIn as the professional social network. This platform has an enormous variety of individuals and companies, and demographics fit into a wide range. The audience on LinkedIn tends to be older and more professional, though it’s not strictly for people in that category.
LinkedIn is a good place to publish content that’s polished and directly related to your investment strategy, modus operandi, and what your ideal investor cares about. You’ll be posting company achievements, thought leadership articles, deal updates, and other official statements as well.
Your profile on LinkedIn should be a place where investors can go and get a complete picture of what your company does, what your value proposition is, and as a resource for them to learn about real estate investment through the lens of your perspective.
If you’re going to regularly post content to LinkedIn, which is a good idea for sponsors, you should make sure you’re not clogging up the feed with things that don’t directly trace back your company. Save the fluff and the somewhat-relevant content for other platforms. Keep it straightforward, educational, and directly relevant on LinkedIn.
Just like Facebook, Instagram has a very large base of users. It’s distinct from Facebook in that it’s more of a younger crowd and because of the image focus on Instagram, this platform tends to attract less formal posts and a more familiar atmosphere between connections.
You can use this familiarity and informal posting style to your advantage, even if you’re dealing in a traditionally formal and serious industry like real estate investment. Showing some glimpses from behind-the-scenes of your team or sharing in personal moments can work to draw in investors to your platform.
Instagram is a fantastic platform for building relationships. If you focus only on pitching through this platform, you won’t be successful. But, if you spend some time making more personalized posts, you can build a brand that draws people in. Make only a few direct product/platform advertisement posts out of your whole lineup. Give the bulk of the space to building a brand and a company image with followers.
Twitter is a great social platform for staying in touch with the fast-paced online world. You can keep up with what’s going on in across the real estate syndication industry while jumping into conversations that are relevant to your specific real estate niche. Twitter has a huge user base from around the world, leaning towards young adults and mid-career professionals.
On Twitter, you can involve yourself in any conversation that’s going on by re-tweeting and adding your two cents. Using the right hashtags, you can also hop on certain trends, as long as they’re relevant to your objectives and they make sense with your normal content.
The thing with Twitter is that it’s easy to get lost in all the noise. You want to post content that matters and can help you stand out from everyone else around you. Always be either extraordinarily useful or speak to a specific situation. That’s how you draw people in and create interest in your projects through Twitter.
So many social media networks exist today. Almost any site with a large enough user base can act like a social network in its own right. Think about sites like Reddit, Medium, Quora, and others that have millions of active, engaged users but don’t fit the traditional mold of social media and are probably not suitable (yet) for real estate syndication.
The general strategy is the same for any social media platform. Get a feel for the posting climate and demographic on the platform, then focus on building up your audience and attracting investors with content that makes sense for the platform it’s on – and in all circumstances provides value to your prospects and gives them an opportunity to take the next step in their journey getting to know you. Customize your posts to the platform so you can attract an audience with content that’s appealing within its own context.
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