Social Media Specialist, Homes.com – Richmond, VA

CoStar Group • Richmond, VA

23h • Onsite

About The Position

Homes.com is reimagining the home search experience for consumers and agents alike. As a CoStar Group company with over 30 years of experience in leading and growing digital marketplaces, we are dedicated to continuous improvement, innovation, and setting the standard for property search and marketing. We are building a brand that redefines the industry and are seeking creative thinkers and leaders to influence a new age of homebuying within an established, award-winning company. Homes.com is one of the fastest-growing real estate portals and is driven to be the industry leader. This role is primarily B2B-focused, responsible for driving demand, engagement, and brand authority among real estate professional audiences, with a supporting role in broader consumer initiatives. The Social Media Specialist will blend content strategy, paid media execution, and performance optimization to establish the brand as a trusted industry leader and generate high-quality leads. The ideal candidate can translate product value into compelling, platform-native content that resonates with professionals while aligning with overarching brand campaigns.

Requirements

• Bachelor’s Degree from an accredited, not-for-profit, in-person college/university.
• A track record of commitment to prior employers.
• 3-4 years in social media marketing, with B2B experience 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 the 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.

Nice To Haves

• 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.

Responsibilities

• Owns the social strategy for B2B audiences – agents, brokers, and industry professionals.
• Defines audience segments, needs, and messaging frameworks.
• Designs and executes full-funnel social programs.
• Develops and manages a social media content calendar aligned to product launches, campaigns, and sales priorities.
• Leads the development and oversight of content creation, ensuring content is platform-native and tailored to professional audiences.
• Manages community engagement, including responding to comments and fostering conversation.
• Leverages social listening to identify industry trends and opportunities.
• Plans and executes paid social campaigns focused on lead generation, consideration/retargeting, and content amplification.
• Develops audience strategies and segmentation for paid campaigns.
• Continuously tests and optimizes paid social campaigns toward efficiency and lead quality.
• Partners with creative teams to develop B2B-focused assets.
• Translates product features into clear, compelling value propositions.
• Guides creative development with platform-specific best practices.
• Builds a testing roadmap across messaging, formats, and CTAs.
• Tracks and reports on social campaign performance.
• Partners with analytics teams to evaluate lead quality and pipeline impact.
• Translates insights into actionable optimizations across creative, targeting, and spend.
• Partners closely with Sales teams to align on lead quality and feedback loops.
• Partners with Product Marketing to translate features into benefits.
• Partners with Brand/Consumer Marketing to ensure consistency with broader campaigns.
• Stays current on ad products, platform updates, and capabilities.
• Monitors industry trends to inform content and messaging.
• Identifies opportunities for innovation.
• Extends consumer campaigns into mid- and lower-funnel social environments.
• Builds retargeting and sequential messaging across audiences.
• Helps translate product-led storytelling into both agent and consumer value.
• Supports full-funnel continuity across YouTube, social, and awareness campaigns.

Benefits

• Comprehensive healthcare coverage: Medical / Vision / Dental / Prescription Drug
• Life, legal, and supplementary insurance
• Virtual and in person mental health counseling services for individuals and family
• Commuter and parking benefits
• 401(K) retirement plan with matching contributions
• Employee stock purchase plan
• Paid time off
• Tuition reimbursement
• On-site fitness center and/or reimbursed fitness center membership costs (location dependent)
• Access to CoStar Group’s Diversity, Equity, & Inclusion Employee Resource Groups
• Complimentary gourmet coffee, tea, hot chocolate, fresh fruit, and other healthy snacks

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level