Global Social Media Strategies to Engage & Showcase
Global travel isn’t always feasible for many real estate agents, but a strong digital marketing campaign can help you connect with overseas buyers.
Developing a social media marketing strategy to reach international buyers might seem like another item on your to-do list (groan). But building a presence on popular platforms, such as Instagram and LinkedIn, is an effective and efficient way to reach overseas buyers. You can showcase your personality, approach and expertise to a wide audience thousands of miles away. And the best part is, you won’t need to board a plane.
“I’ve found social media one of the most powerful tools for engaging international buyers,” says Zev Freidus, broker and president, ZFC Real Estate in Boca Raton. “Combining visually appealing content with meaningful engagement and a clear understanding of what international buyers prioritize have become an essential part of my strategy to connect with clients across the globe.”
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Orlando-based Gabriella (Gaby) Sadler, luxury real estate advisor with SERHANT, agrees. Through her Instagram posts, she’s cultivated a rich following and network of referring agents in the UK, Brazil, Dubai and other countries.
Here’s how you can leverage social media to boost your international business.
Narrow your focus
If you post on multiple platforms, you might spread yourself too thin, says Will Draper, an agent-turned-marketing consultant who helps real estate professionals with social media, video and artificial intelligence (AI) content strategies. Instead, focus on one or two platforms.
Engage with a wide audience on Instagram
To increase global followers, frequently share short-form videos on Instagram Reels. If you’re targeting the luxury market, work with a professional videographer to ensure high-quality posts, suggests Sadler, who’s accumulated 153,000 followers on the platform.
When it comes to your content, almost all of it should be hyper-focused or local, says Orlando-based Jackson Tarpley, digital marketing manager and chief content creator, First International Title. For instance, create a video roundup of the best neighborhoods in Central Florida or the five buzziest coffee shops in Tampa. By adopting this strategy, you’ll help convince Instagram’s algorithm you’re a local authority, he explains. If you succeed in that effort, the platform will be more likely to suggest your posts to other users, building your following.
Although it’s not original and won’t help you stand out, share videos of yourself showcasing your listings. Home tour posts are perennially popular, especially if the properties featured are impressive or owned by celebrities. To spread the word about these listings, host virtual open houses, promoting them through posts, says Tarpley. Ask users to register for them on Zoom, which will enable you to capture their contact information.
With your home tours and other posts, try to highlight the appeal of the Florida lifestyle, suggests Freidus. For instance, “Proximity to beaches and favorable tax laws are major draws to international clients,” he notes. To help you reach your target demographic, use hashtags, like #FloridaLuxuryRealEstate and #InvestInFlorida, he adds.
To reach the broadest audience, consider paying to boost posts in target countries. “Location-based social media ads will grow your following organically to expose you to a larger international audience,” says Tarpley. Since Instagram and Facebook are both owned by Meta, you can do this on both platforms by connecting your accounts.
Finally, cultivate the relationships you build by engaging with commenters and followers. For instance, through Instagram Direct Messenger, Freidus communicates directly with his overseas clients. “It provides a convenient and instant channel for questions, updates and even virtual negotiations,” he says.
Build community and credibility on Facebook
Facebook will help you cultivate relationships with your sphere of influence. Leverage the platform to stay in touch with your contacts and provide information. “I use Facebook to host live Q&A sessions about buying in Florida, addressing topics like the property tax system, Visa requirements and market trends,” says Freidus. “These sessions provide valuable information, establish credibility and foster personal connections.”
On the platform, you can also network with other real estate advisors. If you earn the Certified International Property Specialist (CIPS) designation from the National Association of Realtors®, you’ll gain access to a private CIPS Facebook group for exchanging referrals and knowledge. This network includes more than 4,000 real estate professionals in 50 countries.
Reach potential clients on LinkedIn
LinkedIn is the most professional platform, home to executives, investors and other real estate professionals. Think of it as an extension of your business card, where you can elaborate on themes you touch on in other platforms. To establish yourself as a thought leader and resource, maintain a current profile page and share updates, information and resources.
Then, make sure to check your LinkedIn messages frequently. As Sadler has experienced, potential clients might reach out to you directly.
Then, apply these strategies.
Whether you’re on Instagram, Facebook or LinkedIn, heed the following expert tips.
Be authentic
With all your social media efforts, don’t be afraid to be yourself, emphasizes Draper. Recently, he advised one of his clients, who is Japanese American and works primarily with clients in Japan, to post in Japanese. “People are looking for authenticity, and nothing’s more authentic than speaking in your native language,” he says.
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Always include English
Even if you post in another language, include English captions, says Draper. To reach a broader audience, Sadler always posts in English—even though 70% of her clients are international. To save time, use the online graphic design tool, Canva, to translate posts into other languages, suggests Tarpley.
Partner with or become an influencer
If you don’t have a large audience in your target country, tap into someone who does, advises Draper. Partner with an influencer based there—or become an influencer yourself. Originally, Sadler hired a top influencer in Brazil to help her with marketing. Ultimately, she ended up embracing the business model herself. Serving as an ambassador to high-end companies, like resorts and jewelers, provides her with revenue and reinforces her luxury real estate brand.
Apply SEO methods
Find topics for posts by visiting answerthepublic.com to research the most popular search terms in your target country, suggests Draper. Then, use AI to create posts answering each question. To help you come up higher on Google search results, post this content in multiple locations (like social media platforms and your website), he adds. Repeat the exact search phrase, using it as your post’s title and opening line.
Don’t forget WhatsApp
WhatsApp is a crucial tool for U.S. real estate agents looking to connect with international buyers and investors. Unlike traditional text messaging or email, WhatsApp is widely used in many countries as a primary means of communication, making it an ideal platform for direct engagement. Agents can create WhatsApp Business accounts to showcase listings, share market updates and provide real-time responses to inquiries. Features like broadcast lists and group chats allow for efficient communication with multiple clients while maintaining a personalized touch. Plus, with WhatsApp’s end-to-end encryption, conversations remain secure—an important factor for high-net-worth investors.
A strong social media strategy can extend your reach far beyond your local market, helping you engage, showcase and sell to international buyers without ever stepping on a plane. By narrowing your focus to the right platforms, creating high-quality content and fostering authentic relationships, you can establish yourself as a trusted resource in the global real estate market.
Whether through Instagram Reels, Facebook Q&A sessions, LinkedIn networking or direct messaging on WhatsApp, digital marketing allows you to connect with potential clients in ways that traditional methods simply can’t match. Start implementing these strategies today, and you may find yourself closing deals with buyers from across the world—no passport required.
Dina Cheney is a Connecticut-based freelance writer.