I'm no social media expert by a long shot but I am a Realtor here in San Antonio and worked for a new home builder for 5.5 years.
What I currently do to market my properties on social media is the following:
I create a Facebook Page for the Spec property address. In this page, I'm able to add a picture gallery, insert a map to the location, add video, and give details about the property, the neighborhood, and whatever else (school district, shopping, etc...) I then run a Facebook ad (usually no more than $2-3 dollars a day to bring people to my page. Usually this is done by "Promoting the post" of my photo album. That seems to get the highest click-thru. From here I get likes, people send me direct messages, people link other users to that Facebook page who they feel may be interested, etc... The best thing about Facebook is that you can target exactly who your target audience is. Since Facebook has access to things like marital status, age, current location, kids, etc... When setting up your ads, there are many properties you can select to make sure your ad is going to be seen only by those who may actually be interested in your home.
Here is a page that I recently did:
https://www.facebook.com/pages/3611-Alonzo-Fields-...
If you go down to the photo album post, you'll see I was able to gain 91 likes, 24 comments, and 20 shares. Again this was just from $2-3/day for around 90 days. I would think with a spec home there would be plenty of use to update interested people with when the home is sheetrocked, c-tops in, flooring, etc.. Lots of ways to get new likes and interested parties.
In addition, I also create a youtube video for all my properties. I then use Google Adwords to help promote the video. With Adwords, it's a little harder to target certain segments like Facebook but you can still target people who are located in a certain area and have marked general interests or are watching other youtube videos related to real estate, homes for sale, etc...
Here is an example of the video I have being marketed for the same property as the above Facebook page:
https://www.youtube.com/watch?v=GalVbaSH1Qc
You'll see I've had 1034 Views. This again is off just $2/day. I don't get as much interaction with YouTube like I do with Facebook but I think it's important that people be able to see a video of the property to get them interested enough to seek additional information (like my property specific Facebook Page).
You can also do a property specific Twitter page, but I haven't gone down that route yet. Also, just thought I should mention that we just received an offer on the property I linked above and it should be under contract by today.
Hope this helps!
