3...2...1..and We're Live: Facebook and Instagram Live Tips for Real Estate Professionals 

2/26/2021

Heat Level:  Medium: These tips require some experience.

Bottom Line: Going live on Facebook or Instagram can be nerve-wracking, but it doesn’t have to be. With the right preparation, you can showcase listings in a whole new way, earn real engagement while getting to know your audience, and increase your chances of getting leads. 

Do This: Calm your nerves and get familiar with live video streaming so you can win at social for your real estate business. If you’ve never gone live on social media or even shared a video of yourself talking, it can sound pretty intimidating at first. What if you forget what to say? What if nobody watches your video? What if you sound funny? While these scenarios are all scary, let me calm your anxiety by going over why you should go for it. 

I believe in you, and so does this happy little green guy.

Why Go Live?

Live video is the best way to put yourself out there on social. 

Why? Because it outranks other content on both Facebook and Instagram. This means that users have a better chance of seeing your live video pop up in their newsfeed. Even better, both platforms send notifications to your followers when you start streaming.  

Live streaming can also benefit brands in numerous ways. 80% of people would rather watch a live video from a brand than read a blog and 52% of live stream viewers prefer free, ad-supported content over subscription content which means you don’t have to invest any money into your live videos to reach users.

People enjoy watching raw, authentic content from live streams because it’s in the moment and exciting. So how do you set yourself up for success for your first debut? By following the tips outlined below. 

Follow the tips below and you’ll be live streaming in no time! 

Get Setup for Live

I know, this may seem like a no-brainer. But practicing now will help you prepare for when you’re ready to actually go live without any awkward dead air. 

Open the Facebook app and tap the camera icon and make sure to give Facebook access to your camera and microphone. You can also access live by opening the camera within the app and navigating to live in the bottom slider. Take some time to explore live and look at filters, frames, and other options that may be useful like adjusting the exposure or orientation. These options can be found when you tap the plus icon in the bottom right corner of the screen. 


For Instagram, open the app and tap the plus icon in the top right corner and then select Live in the bottom right slider. Give Instagram access to your phone’s camera and microphone. You also have the option to add filters. 


Now you’ll know exactly what to do when it’s time to start broadcasting. No technical difficulties here! 

Start Planning

Start prepping for your first live video. What will be the topic? What are the main points you’d like to cover in the video, and what is your overall goal? 

Let’s say you’re showing a new single-family home in a great neighborhood in your area. Your topic would be the home showing, your main points would be its unique features and awesome location, and the overall goal would be to get interested buyers in touch with you. 

Rehearse what you’d like to cover during your live stream a few times so you feel confident on camera. To get the best practice, adjust your privacy settings to “Only Me” before going live on Facebook so nobody else can view your live stream but you and then start rehearsing. 

Evaluate Your Space

Take the time to test your lighting and pick the perfect space. You don’t want to go live in a noisy location with tons of distractions or in a dimly lit area. Opt for natural light in a quiet area for the best experience for your viewers. Also, make sure you’re connected to Wifi if possible to avoid choppiness or getting disconnected from your live stream. 

Pro Tip: Invest in a tripod with a halo light for a hands-free, polished live stream video.

Create a Compelling Description

Before you start streaming, add a description to your Facebook or Instagram Live video. Writing a compelling description is crucial for getting the attention of your audience. Create a catchy headline and describe what your live video will be about.

Real estate professional using emojis in the headline to grab the attention of viewers on Instagram.

Introduce Yourself and Give Context to New Viewers

When you begin your live stream, introduce yourself and share some details about your professional background in real estate to build credibility with your audience. Make sure to smile and speak in a warm, inviting tone and give as many details as possible about the topic you’re talking about. Since new viewers can pop into your live stream at any time, greet them by name and let them know what’s currently happening to bring them up to speed. 

Also, take a moment to share what’s on the agenda. People are more likely to stick around and watch your video if they have an idea of what’s coming next. 

Be Engaging, Confident, and Authentic

To add even more excitement to live streams, users have the opportunity to leave comments and react to your video as you’re streaming. Answer questions and address as many comments as you can to drive up engagement. The goal of live videos is to create an exciting, two-way conversation between you and your viewers. This invites even more people to share their thoughts and opinions as you stream.

The best part about live streaming is the opportunity to really connect with your audience. Don’t just focus on the home you're debuting, but instead try to also bring awareness to your real estate brand and aim to build authentic relationships with your audience to keep them coming back for more. 

Create Buzz

Just because your live video has ended doesn’t mean you can’t share it with your audience again! Sharing your live video as a post is a great way to follow up with your audience and thank them for tuning in. It also allows you to answer questions you weren’t able to address during your live stream and earn even more engagement. 

Bottom Line

Being front and center on camera can definitely be a nail-biting experience, but it’s one of the best ways to get engagement and foster long-lasting relationships with your viewers on social media for your real estate business. The more you go live, the more comfortable you’ll be speaking on camera. Remember to speak confidently and engage with your audience as much as possible for the most enjoyable experience not just for your viewers but for you as well!

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Chelsea Embry self-portrait on Mount Washington
Chelsea Embry is the Project Manager and Marketing Assistant at Joyce, Inc. in Pittsburgh, PA.
Chelsea helps keep the team on track with daily to-do lists and enjoys writing content for clients. Whenever she has free time, Chelsea likes managing her food blog, heading to the gym bright and early, and kayaking.

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