Social Media Specialist, Homes.com - Richmond, VA

Social Media Specialist – Richmond, VA Location: Richmond, VA – In office, Monday-Friday Role Overview We are seeking a Social Media Specialist to join our Homes.com Marketing team. This role is primarily B2B-focused and drives demand, engagement, and brand authority among real‑estate professional audiences while supporting broader consumer initiatives. Key Responsibilities Own the social strategy for B2B audiences (agents, brokers, industry professionals) Define audience segments, needs, and messaging frameworks Design and execute full‑funnel social programs Develop and manage a social media content calendar aligned with product launches, campaigns, and sales priorities Lead development and oversight of content creation Ensure content is platform‑native and tailored to professional audiences Manage community engagement (respond to comments, foster conversation) Leverage social listening to identify industry trends and opportunities Plan and execute paid social campaigns focused on lead generation, consideration/retargeting, and content amplification Develop audience strategies and segmentation for paid campaigns Continuously test and optimize toward efficiency and lead quality Partner with creative teams to develop B2B‑focused assets and translate product features into clear, compelling value propositions Guide creative development with platform‑specific best practices and build a testing roadmap across messaging, formats, and CTAs Track and report on social campaign performance; partner with analytics teams to evaluate lead quality and pipeline impact Translate insights into actionable optimizations across creative, targeting, and spend Partner closely with Sales to align on lead quality and feedback loops Partner with Product Marketing to translate features into benefits Partner with Brand/Consumer Marketing to maintain consistency with broader campaigns Stay current on ad products, platform updates, and industry trends Identify opportunities for innovation Extend consumer campaigns into mid‑ and lower‑funnel social environments, building retargeting and sequential messaging across audiences Help translate product‑led storytelling into both agent and consumer value Support full‑funnel continuity across YouTube, social, and awareness campaigns Basic Qualifications Bachelor’s degree from an accredited, not‑for‑profit, in‑person college or university Track record of commitment to prior employers 3–4 years of social media marketing experience, B2B preferred Experience running paid social campaigns focused on lead generation Ability to balance creative storytelling with performance marketing Experience with LinkedIn Ads, Meta Ads, and familiarity with Reddit and TikTok campaign management Analytical mindset with ability to connect media performance to business outcomes Strong collaboration skills across marketing, sales, and product teams Excellent problem‑solving, analytical, written, and verbal communication, and interpersonal skills Ability to think strategically and act proactively Preferred Qualifications and Skills Ability to build a strong, engaged community across social media platforms Ability to develop and implement effective employee advocacy programs Experience with TikTok and/or Sprout Social Experience with Asana and/or Canva (a plus) Experience with Microsoft Outlook, Teams, Word, PowerPoint, and Excel (a plus) Benefits Comprehensive healthcare coverage: Medical, Vision, Dental, Prescription Drug Life, legal, and supplementary insurance Virtual and in‑person mental health counseling services Commuter and parking benefits 401(k) retirement plan with matching contributions Employee stock purchase plan Paid time off Tuition reimbursement On‑site (or reimbursed) fitness center memberships Access to Diversity, Equity, & Inclusion Employee Resource Groups Complimentary gourmet coffee, tea, hot chocolate, fresh fruit, and other healthy snacks Other Employment Information We welcome all qualified candidates who are currently eligible to work full‑time in the United States. This position does not provide visa sponsorship. CoStar Group is an Equal Employment Opportunity Employer; we maintain a drug‑free workplace and perform pre‑employment substance abuse testing. #J-18808-Ljbffr CoStar Group