Social Media Guidebook Hawkes Bay

Your guide to social media success.

Overview

In 2023, being a real estate agent who effectively utilises social media to get noticed is the fast path to becoming an ‘attractive’ agent. But, with so many platforms and content possibilities available today, where do you even begin?

In this guide, we equip you with the essential information and tools to build a Facebook and Instagram profile that will take people on a journey towards doing business with you.

You will find valuable tips and actionable checklists that will empower you to go beyond the basics and progress towards brilliance.

SCAN THE QR CODES TO ACCESS STEP-BY-STEP INSTRUCTIONS AND ADDITIONAL ONLINE RESOURCES.

We regularly share content on our New Zealand Sotheby’s International Realty social media pages for you to make the most of.

To stay connected and ensure you never miss an update, follow us on Facebook and Instagram. @nzsothebysrealty_centralregion

CHAPTER ONE

Facebook & Instagram

Common Questions

PERSONAL PAGE VS. BUSINESS PAGE

Your personal pages serve as private spaces where you can keep up with friends and family, share personal photos, and updates.

Your business pages are publicly accessible and intended for connecting with past and potential clients in a professional capacity.

A business pages will also enable you to monetise your page by boosting posts or creating Sponsored ads to reach a much larger audience.

More information on Boosts/Ads on page 28.

FACEBOOK CLASSIC PAGE VS. NEW PAGE EXPERIENCE

Facebook recently introduced the New Page Experience and automatically switched your Classic Page to the updated version. This update brings a refreshed format and provides access to new tools and features.

NOTE

Ensure you follow the steps under the New Page Experience section when accessing the step-by-step instructions online using the QR codes provided in this book.

REELS VS. VIDEO

All video posts shared on Facebook and Instagram are now referred to as Reels, which offer a range of creative editing tools that enable you to add music, effects, and voiceovers to your videos when creating them.

More information on Reels on page 34.

REELS VS. STORY’S

Reels are longer, more polished videos with enhanced editing features, while Story’s are shorter, real-time moments shared with your followers.

Reels can be up to 15 minutes long, and once published, they live on your Facebook page or Instagram feed, while Story's are limited to 15 seconds and disappear after 24 hours.

More information on Story’s on page 38.

WHAT IS THE FACEBOOK AND INSTAGRAM ALGORITHM AND HOW CAN I OUTSMART IT?

CONTENT VS. ENGAGEMENT

Content is the media and messaging you post out to your followers from your page.

Engagement is the level of response to that content, including likes, shares, comments and conversations.

The algorithm (EdgeRank) ranks all posts likely to appear on a user’s News Feed based on the likelihood that they will have a positive reaction to that content. Each user’s feed is personalised to them, so it will look different for everyone.

To effectively use the algorithm, focus on creating valuable content that your followers will enjoy. This, in turn, signals to the algorithm to prioritise your content.

HOW CAN I GROW MY FOLLOWER COUNT, FAST?

It’s a tough social media world these days, as people have become less generous with their follows, likes and comments. Real meaningful connections take time; it won’t happen overnight.

Focus on consistently sharing valuable and authentic content that showcases your brand. Play the long game and you will gradually attract followers.

Pay to play - Boosting or creating Ads will massively extend the audience that sees your content.

More information on Boosts/Ads on page 28.

HOW OFTEN SHOULD I POST AND WHEN?

There is no definitive number as the answer can vary depending on your level of comfort with social media.

The crucial aspect is to maintain consistent activity.

As a guide, begin by posting content 2-3 times a week, and increase your posting frequency from there.

Generally, the most active times on Facebook and Instagram during weekdays are between 1-3pm and 6-9pm. On weekends, engagement tends to peak in the late morning, around 10am-12noon.

SHOULD I BE BOOSTING MY POSTS?

The short answer is yes, and we’ll dive deeper in to how, who and recommended budgets on page 28.

SHOULD I BE USING HASHTAGS?

Using hashtags in your social media content can be beneficial for increasing visibility, as they assist in categorising your posts and making them discoverable to people searching for specific topics.

TIP

Avoid excessive or irrelevant hashtags, as they can make your posts appear spammy and less professional.

Choosing the right platform

Facebook and Instagram, both social media platforms owned by Meta Platforms Inc, provide valuable opportunities for real estate agents to connect with their audience. Each platform offers unique features and advantages that can be leveraged effectively.

Facebook

BROAD AUDIENCE

Facebook has a larger user base, including a wide range of demographics, making it a platform with extensive reach.

BUSINESS PAGES

Facebook provides dedicated business pages for agents to showcase their listings, share updates, and engage with their audience. They allow you to monetise content and therefore reach a larger audience.

ADVERTISING OPTIONS

Facebook offers robust advertising tools, allowing agents to target specific audiences based on location, interests, and demographics.

LONG-FORM CONTENT

Facebook allows for longer posts, making it suitable for in-depth property descriptions, market updates, and informative articles.

COMMUNITY ENGAGEMENT

Facebook’s groups and events feature enables agents to connect with local communities, join relevant groups, and participate in discussions.

Facebook is the most used platform for our NZSIR target market/audience. It tends to scew to an older user.

Instagram

YOUNGER AUDIENCE

Instagram tends to attract a younger demographic, making it effective for targeting first-time buyers.

VISUAL FOCUS

Instagram is highly visual, making it ideal for showcasing property photos, virtual tours, and short videos.

ADVERTISING OPTIONS

Instagram provides user-friendly tools to easily turn Instagram posts into ads.

ENGAGING CONTENT

Instagram’s emphasis on creative and captivating content encourages agents to present listings and lifestyle elements in an aesthetically appealing way.

STORYTELLING

Instagram Story’s provide a more authentic and casual way to engage with followers, showcasing behind-the-scenes content, daily updates, and real-time videos.

Give your business page a professional makeover

There are two parts to marketing yourself online:

ONE: Getting found.

TWO: Impressing them once they find you.

PROFILE PHOTO

Given that people are generally better at recognising faces than logos, it is important to consistently use your professional headshot as it is a vital component of your personal branding.

Also, make sure you adhere to the NZSIR brand standards for naming your pages and setting up photos and banners.

FACEBOOK COVER PHOTO

Take a look at any Facebook Business page, and you’ll see that the cover photo dominates the page. This means that when someone finds your page, it will be the first thing they see.

Consider it as a free billboard to showcase your branding.

How to change your Facebook profile picture.

How to change your Instagram profile picture.

How to change your Facebook cover photo.

TIP:

With 70% of Facebook users accessing the platform exclusively on mobile, it’s essential to have your cover photo designed correctly.

On mobile devices, the screen displays a smaller version compared to desktop screens, so you don’t want important elements of your cover image cropped or obstructed by your profile photo.

To check your cover photo, visit your Facebook page on your mobile phone. If it needs to be redesigned, contact the Marketing team.

FACEBOOK PAGE INTRO & INSTAGRAM BIO

When people search for and visit your page, your intro will be the first thing they read. With a limited character count of 101 for Facebook and 150 for Instagram, it’s important to be descriptive yet concise.

TIP:

Highlight your unique real estate approach or use your tagline, if you have one.

CONTACT DETAILS

Check these are correct and up-to-date.

Categories

It should be Estate Agent or Property.

Contact info

Provide the address and location of your New Zealand Sotheby’s International Realty office, check the format of your mobile phone number and double-check that your email address is correct.

Basic info

Add your contact availability hours.

Social links

Add your Instagram profile using the @username format.

Website

Link to your profile on the New Zealand Sotheby’s International Realty website, or your personal website if you have one.

How to add or edit your Facebook Intro.

How to add or edit your Instagram bio.

How to update your Facebook contact details.

How to update your Instagram profile contact details.

FACEBOOK PAGE ‘ABOUT YOU’ DESCRIPTION

This is where you provide details about yourself, your business, and your services. It has no character limit, allowing you the opportunity to provide plenty of details.

TIP:

Add a personal touch by including your interests and hobbies beyond the realm of real estate.

How to add or edit the About You section on your Facebook page.

CALL-TO-ACTION BUTTON

Add an action button to your Facebook page and Instagram profile to provide a convenient way for people to reach out to you.

CALL NOW:

Allows users to call you with a single tap.

SEND EMAIL:

Enables users to email you directly from your page.

CONTACT US:

Provide a link to your Agent profile or personal website.

SEND MESSAGE:

Allows users to send you a direct message through Facebook or Instagram Messenger.

How to add or change your Facebook Page’s action button.

How to add or change your Instagram profile action button.

CONNECT YOUR INSTAGRAM PROFILE TO YOUR FACEBOOK PAGE.

By connecting your Instagram professional profile to your Facebook business page, you gain the ability to cross-share posts and Ads between the two platforms using the Meta Business Suite platform.

More information on how to use the Meta Business Suite platform on page 22.

Follow these steps to connect your accounts.

FACEBOOK & INSTAGRAM INSTANT REPLIES

Instant replies are messages that are sent automatically as your page’s first response to new messages.

Use your instant reply message to let visitors know that you’ll get back to them soon, or thank them for contacting your page (and make sure you DO get back to them in a timely manner).

How to setup and turn on Instant Replies.

Checklist

Set up your business page for success

PROFILE PHOTO

Upload your high-quality, professional headshot.

FACEBOOK COVER PHOTO

Upload a cover photo that has been specifically designed for mobile viewing.

FACEBOOK INTRO, CONTACT AND ABOUT YOU DETAILS

Check these are correct and up-to-date.

INSTAGRAM BIO AND CONTACT DETAILS

Check these are correct and up-to-date.

CALL-TO-ACTION BUTTONS

Add an action button to your Facebook page and Instagram profile.

CONNECT YOUR ACCOUNTS

Link your Instagram professional profile to your Facebook business page.

INSTANT REPLIES

Setup and turn on.

INVITE YOUR FRIENDS TO LIKE & FOLLOW YOUR SOCIAL MEDIA PAGES. How to send a request to your Facebook friends.

How to send a request to your Instagram friends.

CHAPTER TWO

Invest in your social life

Create social tiles using Design Vault

Design Vault is a cloud-based marketing asset building tool available to all SIR staff globally. It is especially suited to creating on brand customisable social media assets.

Login via Access

will open in a new browser tab.

1 Navigate to Templates in the left men

2 Checkmark Social in the Type dropdown menu.

3 Browse for your desired template, select and click the green Use Template button. This will open another new tab, enabling you to edit your social tile.

Once you have finished making changes, click the download icon.

Choose JPEG in the Format dropdown menu and select the Screen option under Resolution

Your social media tile will then download as a JPEG image file, ready to be uploaded to your Facebook page and Instagram profile.

TIP:

Stand out and be recognised on social media with personalised tiles that showcase your brand. Reach out to the Marketing team who can create and upload these into Design Vault for you.

Sharing your Design Vault social media tiles on your Facebook page and Instagram profile:

Keep your text concise, you only need a couple of sentences enticing readers to visit the link for more information.

How to share a social tile on your Facebook page.

How to share a social tile on your Instagram profile.

Plan, then set and forget

Planning and scheduling your content is a great time-saving way to maintain consistent visibility with your audience without spending hours managing your social media. This approach allows you to efficiently balance your busy schedule of selling properties without sacrificing your online social life.

When it comes to specific content, certain types lend themselves well to advance scheduling. For instance, you can conveniently schedule new listings, upcoming auctions, or open home posts ahead of time.

Streamline your content management and stay organised by using a content calendar.

TIP:

An effective approach to maintain consistency in creating social media content is to give certain days a theme.

On that day, each week/fortnight/month you’re going to post the same kind of content.

Download a Content Calendar for real estate agents, available as a Google Sheet.

MONDAY

New listings day. Give your followers a sneak peak of a property you, or someone in the team, have just listed and encourage them to enquire.

TUESDAY

Testimonial Tuesday’s. Every alternate week, share vendor and/or buyer’s testimonial reviews.

WEDNESDAY

Personality Wednesday. Create your own content that gives followers

a personal 'flavour' of you. Keep it fun, quick and easy.

THURSDAY

Open Homes day. With active buyers eagerly planning their weekends to check out various properties, post information about your listings that are open for viewing and encourage them to visit.

FRIDAY

Fortnightly Friday Feature. Showcase a current listing.

WEEK 1

WEEK 2

WEEK 3

WEEK 4 MON

THURS

FRI

The above calendar suggests 3-4 posts a week, these can easily be added to with great content you share from other sources as well as content provided by NZSIR and SIR global. There is also a lot great content on access.sir.com (go in and find it!).

TIP:

RateMyAgent has developed Connect Facebook, as part of their Everywhere Reviews package, to help boost your social proof as a trusted agent. When your vendor or buyer writes a review, the RateMyAgent system will prompt them to copy and post it to your Facebook Reviews.

Link your Facebook business page to your RateMyAgent account.

Your monthly 'base' social media content calendar might look something like this:

Schedule your Facebook & Instagram posts using Facebook Planner

The Meta Business Suite platform offers you the flexibility to create a post and schedule it to publish on your Facebook page and Instagram profile in the future. You can schedule posts to be published as soon as 20 minutes ahead and up to 29 days away.

To schedule a post on Facebook and Instagram:

Click the blue Create post

From the Post to dropdown menu, tick your Facebook page (and/or) Instagram profile

IMPORTANT:

When posting to both Facebook and Instagram, toggle Customise post for Facebook and Instagram, then switch between the Facebook and Instagram tabs to modify the text for each platform.

TIP:

Avoid including website links in your Instagram text since they will not be clickable or hyperlinked. Instead, consider using external tools such as Linktr.ee to turn your bio into your own mini website.

Sign up for a free Linktr.ee account and utilise the Link in Bio tool on Instagram.

Follow the prompts to create your post. A preview will be displayed on the right.

Then, select Schedule in the Scheduling options section and choose your Date(s) and Time(s)

Click Schedule to finish.

Your post is now in the publishing queue.

See a complete step-by-step guide on how to create and schedule posts and Story’s on Meta Business Suite.

The Facebook Planner screen will then appear in calendar view where you can see all your published and scheduled posts for both Facebook and Instagram.

How to reschedule, edit or delete a scheduled post and story.

Amplify your social media pages using NZSIR content

We regularly share content on our New Zealand Sotheby’s International Realty Facebook pages and Instagram profile for you to make the most of.

By delivering the social media tiles and accompanying copy through WhatsApp or email, the New Zealand Sotheby’s International Realty Marketing team equips you with the tools to easily create posts and share them on your own pages.

SOCIAL MEDIA CONTENT WE REGULARLY PROVIDE INCLUDES:

Monthly REINZ statistics social tiles

Digital Collection Magazine

Weekly property features

Campaign content

Sponsorship & Partnership content

New Zealand Sotheby's International Realty content

Sotheby's Auction House content

Company & Brand updates

Agent Awards social tiles

You are encouraged to leverage these content pieces to enhance your personal brand and align closely with New Zealand Sotheby’s International Realty. A win for you, and a win for us!

How to share a New Zealand Sotheby’s International Realty post on your Instagram profile.

NOTE:

Currently, Instagram only provides the option to share posts from other user’s to your Story.

How to share a New Zealand Sotheby’s International Realty post on your Facebook page.

TIP:

‘Mention’ (previously referred to as ‘tag’) New Zealand Sotheby’s International Realty in your social media posts so that we can like and share your content.

When you mention a page in a post or comment, a link is created, allowing users to click on it and be redirected to the mentioned page.

Type @ and then the page’s name.

For example:

@New Zealand Sotheby’s International Realty Hawke’s Bay on Facebook or

@nzsothebysrealty_centralregion on Instagram.

How to mention a Facebook page.

How to mention an Instagram profile.

Posting made easy Checklist

WITH EACH NEW LISTING THAT COMES YOUR WAY:

Create a ‘New to the Market’ social media tile in Design Vault, and share to your pages.

Create an ‘Open Home’ social media tile in Design Vault, and share to your pages.

Create a ‘Feature’ post to showcase the property.

YOUR PROPERTY SELLS, YAY!

Create a 'Celebration' social media tile in Design Vault, and share to your pages.

PLANNING AHEAD:

Assign specific themes to certain days.

Download the content calendar template and plan your content for the next four weeks.

Create and schedule your Facebook and Instagram posts using Facebook Planner.

TIP:

Always include a link to the property listing on the New Zealand Sotheby’s International Realty website in your Facebook posts.

TIP: Look for your listing on our global media partners such as The Wall Street Journal and share. It proves we are a global company and is a point of difference.

TIP:

Congratulate your vendors and buyers; share their journey or story. Remember, facts tell...stories sell!

BECOME A NEW ZEALAND SOTHEBY’S INTERNATIONAL REALTY BRAND ADVOCATE:

Browse the New Zealand Sotheby’s International Realty Facebook page specific to your region and share posts to your own page.

Check out the New Zealand Sotheby’s International Realty Central Region Instagram page and share posts to your Story.

Utilise the content provided by the New Zealand Sotheby’s International Realty Marketing team to create your posts.

‘Mention’ New Zealand Sotheby’s International Realty pages in your posts.

Search content in Access and Design Vault and use in your pages.

TIP: Encourage your vendors to share your posts on their social media pages, an easy way to expand your reach.

TIP:

When sharing posts, be sure to include your own caption for a personalised touch.

Boosted posts or sponsored Ads?

The distinction between these two options can be confusing. One way to simplify it is by understanding that they differ based on their functionalities.

BOOSTED POSTS

Boosting a post is a simple way to promote an existing post from your Facebook page. It allows you to reach a larger audience by paying to increase the post’s visibility in the news feed.

They are quick and easy to set up, but they do offer limited targeting options and optimisation features compared to sponsored Ads.

SPONSORED ADS

This option provides more advanced features for Ad creation, and gives you greater control over targeting, budgeting, and Ad placements.

Sponsored Ads are not published on your Facebook page or Instagram profile; instead they are seen by users as they browse Facebook and Instagram.

Typical placements where your Ads may be appear on Facebook and Instagram:

News Feed

Story’s

The right-hand column of the Facebook desktop interface

Facebook Marketplace

NOTE:

Effectively managing sponsored Ads requires a more advanced approach. They are created through the Meta Ads Manager platform, which can be quite challenging to navigate.

Instagram Explore page Learn

Key steps to boost your Facebook posts effectively

GOAL

Keep the Automatic option selected.

ADVANTAGE+ CREATIVE

Keep the toggle switched On

BUTTON

Select Call now, ensure that the country code (NZ+64) and your mobile number is correct.

SPECIAL AD CATEGORY

Select Housing from the dropdown menu.

Access a complete step-by-step guide on how to boost your Facebook posts.

AUDIENCE

Click the Pencil icon, located to the right of Audience details

• Gender: All

• Age: The default range is 18-65+, but ensure you choose the most appropriate age of the audience you would ideally like to see your post.

• Location: Enter your specific region/ town/city and adjust the radius to your desired distance. To remove a location, click the X.

• Detailed targeting: It’s not necessary to add interests, as you don’t want to limit the reach of the post. By refining your target audience based on the relevant demographics above, you can ensure that you reach the right people.

NOTE:

Facebook often includes interests by default, so make sure to remove them.

DURATION

The recommended duration is over 6 days. If you’re promoting a time-sensitive event, a shorter or longer duration may be appropriate.

NOTE: The longer the duration, the more you’ll spend. However, the more you spend, the more people you’ll reach.

BUDGET

We recommend starting with a budget of $10-$20 for a duration of over six days. The minimum daily budget is $1.70, so adjust accordingly.

Progress from basic to brilliant

Get creative with video

Capturing video content is likely easier than you think, as your smartphone is the only tool needed to capture your lights, camera, action moments. And while not everyone is naturally comfortable in front of the camera, rest assured that there are plenty of creative ways to embrace video while remaining behind the scenes.

Discover how easy it can be to go beyond sharing static images and incorporate video into your content.

Capture a sneak peek walk-through of a property while you’re out at Caravan. Intrigue your viewers, and you might even have them calling before you list it!

Stella Homes #sneakpeek

Access a complete stepby-step guide on how to create quality Reels.

Learn how to add a voiceover to your Reels

Stella Homes

STATIC VIDEO

Explain the latest statistics and highlight the benefits of buying or selling in the current market. Turn your expertise into a monthly video series.

TIP:

Perspective clients and vendors appreciate seeing you as an expert in your field.

Open Home

STATIC VIDEO

Invite your viewers to go behind-the-scenes as you prepare for the open home and share on your Story’s. Capture moments such as fluffing the pillows, opening windows, and even rearranging the fruit bowl (you’re selling a service, not just a product!)

Stella Homes

Video tips

Make it fun and personable. This is social media; people enjoy seeing content that is familiar and relatable.

GET TO THE POINT

Attention spans on social media are generally short, so aim for videos that are concise and captivating.

EVOKE EMOTION

Offer a glimpse of what could potentially be theirs, allowing them to envision their lives within the home. Use a conversational tone, avoiding scripts and speaking naturally, as you would in person.

INCLUDE A CALL-TO-ACTION

Guide viewers on what to do next after watching your video. Encourage them to call you to arrange a viewing or get in touch to have their house appraised.

USE CAPTIONS

Many social media users prefer watching videos with the sound off. Adding captions also enhance the overall appeal of the video.

How to add captions to your Facebook Reels.

How to add captions to your Instagram Reels.

Bring your brand to life with Story’s

In recent years, we have all experienced a decline in organic reach on our social media pages. By being active on Facebook and Instagram Story’s, you can increase the chance of your content reaching more people.

As Story’s occupy a prominent position at the top of the news feed, they are among the first content that your audience sees when they open their apps. When your followers watch and engage with your Story’s, the algorithm is more likely to prioritse your content in their feed.

Therefore, get well acquainted with the Facebook and Instagram Story feature and make the most of that prime real estate located at the top of your followers’ feeds.

Reels vs. Story’s

REELS STORY’S

Reels are meant for longer, more curated videos.

Videos can be up to 15 minutes long.

Reels are shared as a video post and are published to your pages.

Reels can be edited.

Story’s are meant for authentic, in-the-moment short videos.

Videos can be up to 15 seconds

Story’s disappear after 24 hours and are not published to your pages.

Story’s cannot be edited (however you can add stickers, captions, and music).

How to create and share a Story on Instagram.

How to create and share a Story on Facebook.

Story tips

REPURPOSE YOUR CONTENT

Transform your static posts into a slideshow Story.

THINK THIS IS A HOUSING CRISES? THINK AGAIN

INSPIRE ENGAGEMENT

Use the interactive stickers to ask questions and run polls.

How to add a poll to your Story.

TIP:

This is a fun way to showcase your property listings in a way that doesn’t feel like a sales pitch.

KEEP IT REAL

Capture your own virtual tour, highlighting notable features of the property. Provide a personalised commentary and use the captions feature.

ADD A TOUCH OF NEW ZEALAND SOTHEBY’S INTERNATIONAL REALTY

We have a range of New Zealand Sotheby’s International Realty branded GIF stickers, available on both Facebook and Instagram, for you to add to your Story’s.

To find them, simply enter NZSIR in the search bar.

How to add GIF stickers to your Story.

Who’s doing social well?

/sarahknightbayleys

@sarah_knight_bayleys

BRENT BASTIN TREMAINS

/teammccartneyrealestate

@themccartneygroup_raywhite

WHITEFOX

/brentbastinrealestate

@bastingroup

/whitefoxrealestate

@whitefoxrealestate

SARAH KNIGHT BAYLEYS

THE MCCARTNEY GROUP

/SoldByTheKiwiItalian

@diego_traglia

ANNA SMART NZSIR

KATE MCCORMICK

/AnnaSmartRealEstate

@annasmartrealestate

/katemccormickrealestateCHB

@katemccormickrealestatechb

TOM PANOS

/tompanos.training

@tom_panos

DIEGO TRAGLIA

Notes:

Notes:

/NZSIRWAIKATO

/NZSIRROTORUA

/NZSIRTAUPO

/NZSIRHAWKESBAY

/NZSIRWAIRARAPA

@NZSOTHEBYSREALTY_CENTRALREGION

NZSOTHEBYSREALTY.COM

Each office is independently owned and operated. NZSIR Waikato Limited, SRLD Limited, STLD Limited, SHB Limited, NZSIR WAI Limited (licensed under the REAA 2008) MREINZ.