How to use online community groups to create a buzz with young homebuyers

Remember when the best local recommendations came from a neighbour over the garden fence? These days, those conversations are happening in online community groups instead. Whether it's advice on schools, traffic, security, or the best coffee spots in town, people are increasingly turning to online community groups for insights about an area.  

Now, property practitioners are taking notice. In Prop Data's latest poll, 22% of respondents said online community groups on Facebook and WhatsApp are their preferred channels for targeting digitally savvy younger audiences, making them the second most popular option after organic social media marketing. 

Why practitioners are loving online community groups   

The appeal of these hyper-local spaces makes perfect sense when you look at how the modern buyer's journey has evolved.  

Tim Greeff, CEO of Greeff Christie's International Real Estate, explains that these digital spaces have become incredibly valuable because they provide direct access to highly engaged, location-specific audiences. “Younger buyers are increasingly turning to these platforms not only for property searches but also to learn about neighbourhoods, schools, amenities, lifestyle offerings, and community developments before making a purchasing decision,” he says. 




This desire for authentic local insight completely changes the role of the property professional. Rather than just broadcasting sales pitches, practitioners can step into these groups to offer genuine value and build real connections with residents. 

According to Andre Kleynhans, Principal of EZI Properties, this approach creates a level of confidence and local relevance that traditional advertising often lacks. Because younger demographics want to know about everything from safety to community culture, he points out that these platforms “allow property practitioners to participate in real conversations within specific neighbourhoods and establish themselves as active local experts rather than simply salespeople.” 



Crucially, this early relationship-building means that practitioners are often crossing paths with future clients long before those buyers ever click on a standard property portal. It allows practitioners to capture attention at the very top of the buying funnel. 

For savvy practitioners, Philip Myburgh, Principal and CEO of Plett Realty and Knysna Realty, this creates a powerful opportunity “to engage with potential buyers in a more authentic environment where credibility often carries more weight than traditional advertising.” 

Making online community groups part of your marketing mix  

Stepping into these digital neighbourhoods requires a soft touch. Because these groups are built on mutual trust rather than commercialism, practitioners have to carefully trade standard promotional tactics for genuine, relationship-driven engagement.

• Prioritise relationship-building over hard selling: The quickest way to get muted or removed from a community group is aggressive self-promotion. Greeff emphasises that practitioners must “approach community groups as a platform for building relationships rather than simply advertising properties.” This, Kleynhans notes, is best achieved by choosing to “provide value first instead of aggressively marketing listings” through practical resources like market insights, bond application tips, or local updates.
  
  
• Establish visibility long before the sale: Real estate is a long game, especially with younger buyers who take their time browsing the market. As Greeff notes, because this demographic is “often researching areas long before they are ready to purchase,” actively participating early on gives you a prime “opportunity to establish credibility and visibility early in the decision-making process.”  
  
  
• Consistently show up as a dependable contributor: Trust isn’t built with a single post; it comes from showing up week after week. Kleynhans points out that by “engaging consistently and authentically in community discussions, practitioners become trusted contributors, which naturally leads to more enquiries and referrals from younger buyers looking for guidance.”
   
• Recognise that buyers choose the person, not just the listing: In a crowded digital landscape, your personal brand is your biggest differentiator. Myburgh highlights that by the time a buyer is ready to transact, they have spent months “observing who consistently adds value within their community,” adding that especially with younger buyers, “people don't just buy property, they buy into the person, the brand and the expertise behind it.”