Real estate agents can use social media to expand their brand, connect with potential clients, and generate leads. However, there are certain practices they should avoid when using this form of communication.
As an example, it is vital not to post content that disparages competitors; doing so would be in bad taste and could damage your reputation.
1. Invest in a professional photoshoot
Real estate agents understand the importance of using quality photography when engaging clients, yet it may be tempting to cut costs and use images taken with cell phones or amateur photographers in order to save money. But these low-quality images may have a detrimental impact on an agent’s brand if potential clients see that an agent uses low-grade photos and become wary that they will receive similar levels of service in future transactions.
Professional photographs of properties are more likely to be featured on social media due to social media algorithms favoring posts with high-quality images, and as they will show up more in search results, leading to more leads and sales opportunities.
Professional headshots are an integral component of real estate agent branding and should be taken by a professional photographer. Their photos should also match up with all other marketing materials the agent utilizes – nothing dissuades potential clients more than seeing disparate photos on an agent’s website!
2. Invest in a professional video
Real estate agents know the importance of having a strong social media presence; however, it can also be challenging to know when and what to post on their accounts. Many turn to social media assistants or share accounts with colleagues to streamline their efforts but this can pose risks such as misinformation being posted without authorization or offensive tweets sent out without their knowledge.
Videos produced professionally are an effective way to showcase properties and agent skills while also increasing SEO. No matter whether you use your smartphone to record video or invest in professional gear, make sure your videos are polished and engaging for viewers.
Real estate videos featuring testimonials from property sellers or buyers are an excellent way to build trust among audiences and build rapport between agents and their clientele.
Hosting live Q&A sessions is another fantastic strategy. This allows the audience to ask any queries and gain advice directly from an agent – further cementing them as experts!
3. Create a content calendar
Content calendars are useful tools that help you organize, plan, and schedule what posts to put on social media accounts. By doing this, they help ensure your updates are timely, relevant, and informative for readers.
Begin by selecting one or two platforms that fit with your comfort level and target audience – such as Facebook, Instagram or Twitter. Once comfortable with these, add other channels as necessary.
Create a content schedule that encompasses both personal and professional updates. While sharing occasional social posts such as your night out with friends or gathering with family is fine, most updates should focus on work-related posts like photos/videos of properties/local events/curated content (such as housing market reports)/blog posts.
Avoid forgetting property listings as this is one of the key ways to generate leads in real estate. Video tours also tend to perform well on social media and are highly shareable.
4. Be consistent
Agents should keep in mind that the social media accounts they manage represent their brand and desired image, so it is vital that any content posted remains professional, tasteful, and respectful – it must avoid discussing drugs, sexual content, or anything that may be considered offensive or is subject to legal liability.
Information posted about homes for sale should always be accurate to avoid legal problems for real estate agents, while posting negative or slanderous posts about other real estate agents in your market could make potential clients question your knowledge of the industry or integrity.
One of the biggest mistakes agents make on social media is being inconsistent in their postings. It’s essential that they set and follow a content schedule if they hope to build up followers and engage with followers over time, while also reaching out consistently to prospective clients. Furthermore, adding diverse types of posts such as market updates, educational videos, open house promotions etc will only serve them better in reaching prospective clients and building their following.
5. Be creative
Real estate agents don’t always have the time or resources available to them to research and implement social media strategies, so hiring experts who know how to utilize platforms and produce engaging content is essential for real estate marketing success. That way, leads will be generated for sales as soon as your marketing is in action!
Engaging your audience through sharing entertaining or humorous non-real estate-related posts is an effective way to strengthen connections and show off your personality – like posting about an exciting new restaurant or an unforgettable moment from a sporting event. Doing this allows them to get to know who they’re dealing with better while showing your interest in connecting with their target market.
Your educational content should demonstrate your expertise. A post that informs potential clients about current home trends or mortgage rates demonstrates your credibility as an industry professional and shows them you can help find their dream property. This type of post shows your audience that you are an experienced source and demonstrate why you deserve their trust as they search.
Hosting a giveaway or contest on social media pages is another effective way to drive engagement, encouraging followers to interact with your posts by tagging friends or leaving comments – driving more visibility and engagement!
6. Share your personality
To build trust among prospective buyers, you need more than listing photos to win them over. They need to see your personality, day-to-day struggles and triumphs as well as hobbies and family life reflected. By doing this, leads will see an authentic person they can rely on when buying or selling their home.
Sharing fun or entertaining content is an effective way to demonstrate your personality while building trust with your audience. Such posts might include reviews of new restaurants in town or humorous takes on current events; or simply providing real estate industry tips and advice that assist clients on their buying or selling journey.
Sharing testimonials of past clients is another powerful way to build trust. By showing prospective clients your previous client experiences, you can demonstrate your expertise. Videos or photos are ideal platforms for this kind of testimony – this one from Luxury Presence client Ryan Serhant serves as a prime example.
7. Share your listings
Not that there’s anything wrong with sharing listings on social media – in fact it can be an excellent way to generate real estate leads – but oversharing listings on your feed could quickly become boring or annoying for followers, possibly leading to them not seeing the posts at all and potentially leading them out of people’s News Feeds altogether.
If you want to stand out from the competition and attract buyers and sellers of homes, offer your listings in an eye-catching way that sets you apart. Instead of simply posting pictures of properties, include details such as square footage, number of bedrooms, and bathrooms to help narrow down their search process.
Make yourself stand out by sharing testimonials from past clients. This will demonstrate that you possess vast experience and can be trusted to guide clients through the home-buying or selling process. However, take care not to overstate or falsify your sales history – doing so may put off potential clients from working with you in future.