Quick Answer
How do I measure social media ROI? To measure ROI in real estate, ignore "likes" and focus on Conversations Started and Appointments Set. Use the formula: (Commission Earned from Social Leads - Cost of Marketing) / Cost of Marketing. Track every lead source in your CRM. If you spent $500 on ads/tools and closed one $10,000 commission deal, your ROI is 1,900%.
ROI Calculation: Organic vs. Paid
| Channel | Cost (Monthly) | Avg Leads | Cost Per Lead |
|---|---|---|---|
| Organic Social (DIY) | $0 (Time only) | 5-10 | $0 |
| Facebook Ads | $500 | 20-30 | $16-$25 |
| Portal Leads (Zillow) | $1,000 | 5-8 | $125-$200 |
| Direct Mail | $300 | 2-5 | $60-$150 |
📑 Table of Contents
- Quick Answer
- 📑 Table of Contents
- Vanity Metrics vs. Actionable Metrics
- 3 Red Flags in Your Analytics (And How to Fix Them)
- The Metrics That Actually Matter
- How to Track It (Simple System)
- 4. The "First Touch" Attribution Model
- Case Study: The \$12,000 Instagram DM
- Calculating Your ROI
- FAQ: Social Media ROI
- Invest in Your Business
- Setting Up Your Tracking Infrastructure
- 📚 Related Reading
"I got 500 likes on my post!"
That's great, Karen. But can you deposit "likes" at the bank?
For too long, real estate agents have chased Vanity Metrics (likes, followers, views) instead of Business Metrics (leads, appointments, closings). In 2025, it's time to get serious about ROI (Return on Investment).
Vanity Metrics vs. Actionable Metrics
Not all numbers are created equal. It's easy to get addicted to the dopamine hit of "Likes," but likes don't pay the mortgage. You need to separate your metrics into two buckets.
Vanity Metrics (Feel Good)
- Likes: A passive action. It means "I saw this."
- Views: Often counts even if they watched for 3 seconds.
- Followers: High follower counts look impressive, but many could be bots or irrelevant accounts.
Actionable Metrics (Make Money)
- Saves: This is the highest form of intent. It means "This is valuable, I need to reference it later."
- Shares: This is a referral. They are vouching for your content to their network.
- DMs: This is a lead. A conversation has started.
- Clicks: They left the app to visit your site. They are moving down the funnel.
Pro Tip: Stop optimizing for Likes. Start optimizing for Saves and Shares. Educational content gets saved; entertaining content gets liked. Educational content converts.
3 Red Flags in Your Analytics (And How to Fix Them)
Your data is trying to tell you a story. Sometimes, it's a horror story. Here are three common "red flags" in real estate marketing analytics and how to turn them around.
Red Flag #1: High Traffic, High Bounce Rate
The Symptom: Lots of people click your "Link in Bio" to see a listing, but they leave the site in under 10 seconds.
The Fix: Your landing page is broken or confusing. Ensure your mobile site loads fast. Make sure the property price and photos are visible without scrolling. If you promised a "Free Guide," make sure the download button is huge.
Red Flag #2: High Views, Low Engagement
The Symptom: Your Reels get 5,000 views but only 10 likes and 0 comments.
The Fix: Your hook is good, but your content is boring. You grabbed attention but didn't hold it. Work on your storytelling. Ask a specific question at the end to prompt comments (e.g., "Would you choose the white kitchen or the dark cabinets?").
Red Flag #3: High Engagement, Zero Leads
The Symptom: Everyone loves your funny videos, but nobody fills out your contact form.
The Fix: You are an "Influencer," not a "Realtor." You've built an audience, but not authority. Shift your content mix. Post more "Market Updates" or "Client Success Stories." It might get fewer likes, but it builds the trust required to hire you.
The Metrics That Actually Matter
Stop obsessing over your follower count. Focus on these three numbers instead:
1. Conversations Started (DMs)
Social media is a conversation starter. * Metric: How many DMs did you get this week asking about real estate? * Goal: 5-10 new conversations per week.
2. Click-Through Rate (Link Taps)
Are people taking action? * Metric: How many people clicked the link in your bio or story? * Goal: Drive traffic to your lead magnet or website.
3. Cost Per Lead (CPL)
If you are running ads, how much does it cost to get a name and email? * Benchmark: For Facebook Lead Forms, aim for <$5 - $10 per lead.
How to Track It (Simple System)
You don't need complex software. A simple spreadsheet works.
Create a "Lead Source" column in your CRM. Every time you add a new contact, ask them: "How did you hear about me?" * If they say "Instagram", mark it. * If they say "Saw your video", mark it.
4. The "First Touch" Attribution Model
The biggest mistake agents make is tracking the last thing a client did, not the first.
Example: A client calls you (Last Touch). You ask "How did you find me?" They say "Google." * Reality: They saw your Instagram Reel 6 months ago, followed you, watched your stories every day, and then Googled your phone number when they were ready to buy.
The Fix: Change your intake question to: "Where did you first hear about me?" You will be shocked at how many say "Social Media" or "Your Videos," even if they eventually came through a referral or search.
Case Study: The \$12,000 Instagram DM
Let's look at a real-world example of how this funnel works.
Agent: Sarah, a solo agent in Austin, TX. Strategy: Posted 3 Reels a week answering specific buyer questions ("How much are closing costs in Austin?", "Best neighborhoods for coffee shops").
The Funnel: 1. Content: Sarah posted a Reel about "Hidden Costs of Buying a Home." 2. Engagement: A follower (Mike) commented "Does this apply to condos too?" 3. Conversation: Sarah replied to the comment AND sent a DM: "Hey Mike, great question! Yes, condos have HOA fees too. Are you looking downtown?" 4. Appointment: They chatted for 2 days. Sarah sent him a list of condos. They met for coffee. 5. Closing: 3 months later, Mike bought a \$400k condo. 6. ROI: Sarah spent \$0 on ads. She spent 2 hours filming/editing. She made \$12,000.
Lesson: The ROI wasn't in the "view count" of the video (it only got 400 views). The ROI was in the DM conversation.
Calculating Your ROI
Let's do the math.
Costs (Monthly): * Canva Subscription: $15 * BeSoSocial Membership: $29 * Video Editor/Tools: $50 * Total Cost: $94/month ($1,128/year)
Returns (Yearly): * You get 1 closing from an Instagram follower. * Commission: $12,000.
The ROI Calculation: ($12,000 - $1,128) / $1,128 = 963% ROI
Where else can you get a 963% return on your money? Even if you only close one deal a year from social media, it pays for itself 10x over.
Invest in Your Business
The best investment you can make is in high-quality tools that save you time. Our Marketing Membership gives you everything you need to keep your ROI high and your costs low.
Setting Up Your Tracking Infrastructure
You can't improve what you don't measure. Before you spend another dollar on ads or another hour on content, you need a tracking system. Here is the basic infrastructure every modern agent needs.
1. Google Analytics 4 (GA4)
Install GA4 on your real estate website. It tracks where your visitors come from. Look at the "Traffic Acquisition" report to see exactly how many people clicked through from "Organic Social" (your posts) vs. "Paid Social" (your ads).
2. UTM Parameters
A "Link in Bio" is not enough. You need to know which post drove the traffic. Use a UTM builder to create unique links for your campaigns. For example, instead of `mysite.com`, use `mysite.com?utm_source=instagram&utm_medium=reel&utm_campaign=just_listed_123_main_st`. When you see that campaign in GA4, you'll know exactly which video worked.
3. CRM Tagging
Your CRM (Follow Up Boss, KVCore, Lofty, etc.) is your source of truth. Create a custom field for "Lead Source Detail". If a lead comes from a Facebook Ad, your integration should auto-tag it. If they come from a DM conversation, manually tag them "Source: Instagram DM". At the end of the year, you can run a report: "Show me all closed deals with Source: Instagram DM."
4. The "How Did You Hear About Us?" Field
Data isn't perfect. Sometimes people see your Reel, then Google your name three days later. Attribution software will miss that. The solution? Ask them. Add a required field to your open house sign-in sheets and website contact forms: "How did you hear about us?" You'll be surprised how often they say "I've been following you on TikTok for months."
📚 Related Reading
