• Globally, more than 3.6 billion people use social media and that number is projected to increase to 4.41 billion in 2025
• Users of platforms worldwide:
Facebook - 2.7 billion
Instagram - 1 billion; 500 million use Instagram Stories
LinkedIn - 738 million
TikTok - 100 million
• Average time spent per day on Instagram: 29 minutes
• Largest age group on Instagram: 25-34 (33.1%)
• 63% of LinkedIn users access the network monthly, and 22% access weekly
• Time spent on TikTok per day: 45+ minutes
*Source: Sprout Social
Social media makes it easier for people to interact with you and your brand. You’re more accessible to both new and existing customers.
Every post on social media provides an opportunity to engage with users, and eventually, convert them into loyal clients.
• Be yourself. Be authentic. Let your personality shine through in your posts
• Respond and engage with your audience. When someone comments, comment back (even if their comment is negative -- always respond).
• Use video when you can (Home Tours, Sneak Peeks, etc.). Video (or Reels) get much more organic reach than still photos.
• Use your social media pages as an educational platform. Educate your audience about the state of the market, tips and tricks for listing your home, updates on interest rates, etc. Show that you are a trusted advisor.
• Stay timely and relevant and sensitive to larger social issues going on in the world.
• Incorporate a mix of content in your posts. Mix personal with professional.
• Narrow your focus. Consistency is the #1 rule. Only utilize platforms where you know you will stay consistent. If this means only posting to one or two platforms, so be it!
• Update your homepage to include that you are a licensed Realtor/Broker with Cottingham Chalk and include your contact info + link to your agent webpage
It’s not other people’s jobs to remember what you do for a living! Combining a consistent social media presence with your overall marketing strategy leaves you well-positioned to connect with current clients and inspire new business.
Establish Credibility and build a reputation of trust with your spehere and target audience
Generage Leads / Drive Traffic
Turn content into conversations. Leverage storytelling techniques to increase engagement with your audience
Protect and strengthen current and future relationships by staying connected and engaged
Social media is rented ground and there is a tremendous value in building a content library that goes with you whever you go. In the real estate market, it is vital that you create content not just for the sake of content, but content that demonstrates your value and points of differentiation with informative insights, behind the scenes snapshots and timely, relevant data.
Pro Tip: Brainstorm a list of 10-15 quick-tips that you could give when it comes to the following topics...
COMMUNITY RELOCATION MOVING LISTING A HOME BUYING A HOME SEASONAL TRANSITIONS
FACEBOOK. Remains the most-used and engaged-with social media platform. Your real estate agent Facebook page is one of the most important elements of your brand online and is often the first impression. Consider creating a Facebook Business page as this allows for boosting and paid exposure, along with expanded analytics and metrics.
Types of Posts: New Listings, Information /Education, How-To, Behindthe-Scenes, Property Tours/Previews, Promote Events
*Pro Tip: ‘Go Live’ when having an Open House or Touring a home or do a Q&A session.
INSTAGRAM’s steady growth is well-documented, cementing it as the second-largest social network behind Facebook. Instagram, while still the most visual social platform out there, is no longer just a photo-sharing platform. Video is now being prioritized within the platform’s algorithim, meaning that videos are going to get more organic eyeballs than still photos.
*Pro Tips: Set up your account as a business account. This allows you to do paid ads - boosted ads - and gives you more access into your analytics.
Utilize Stories - you can link back to your listings
Reel - up to a 1-minute long, vertical video. Great for Open Houses, Tours, Q&A, Tutorials
TikTok’s 100+ million monthly active users prove that the platform is here to stay. The user-base is dedicated, with the average user spending a staggering 21.5 hours per month in 2020 (compared to just 12.8 hours in 2019). TikTok is notably seeing growing use amont adults, which begs the question of whether the platform will continue to serve younger users or change course.
Content Ideas:
Posts - Primarily video
- Up to 3-minute long vertical videos
- Listings, Info/Intelligence, Announcements, How To, Behind The Scenes, Property Tours/Previews
Sounds:
- Much like using hashtags for greater reach, use trending TikTok ‘sounds’ where possible (i.e. on a Home Tour). A ‘sound’ is the audio behind a video and can include anything from original voiceover to a popular song. For each video, sounds is visible at the bottom left corner and can be clicked to view trending videos under that sound, similar to how a hashtag can be searched on other platforms.
Live Video:
- In the moment content; broadcasts from phone only and must be vertical; Tours, Q&A, Turorials, Ask an Agent, Behind-The-Scenes
Unlike other social media, LinkedIn is designed for business. Conventional wisdom might say that LinkedIn exclusively caters to an older audience, but millennials make up about one-fourth of the platform. It has been said that LinkedIn is the 21st century version of cold-calling, but it is more targeted and can be more personal. It’s all about business relationships and will often be checked as a follow-up by potential clients. Always make a good impression and be sure your expertise and sterling reputation are front and center.
Content Ideas:
Post - Image/Videos
- Market Intelligence/updates, Insights, Expertise, Blogs or articles
- Can also repurpose content - share your newsletter here!
Focus on your Niche
Do not re-invent the wheel, focus on what you are good at and use that expertise to your advantage.
Keep Things Consistent
Keep your branding and messaging consistent and build a sense of familiarity with your followers.
Keep your social handle simple and the same on all platforms, if possible. Your profile picture should be the same across all platforms. Create a short bio that captures the essence of your personality! Link to your Realtor webpage from your home or bio page.
Promote it!
Cross promote. Repurpose content across all platforms. Instagram - photo and video in signature aesthetic Facebook - information focused (can post to Facebook directly from Instagram) LinkedIn - expertise articles and data driven infographics TikTok - have fun and inform!
Measure Results
No matter what the platform is, engagement is the name of the game. Social media is a community and staying engaged with quality conversations while keep you top of mind.
A great social media presence takes time and thought. Instead of posting 5-7 subpar posts with poor imagery and useless content, focus on creating 2-3 high quality posts each week.
Pro Tip: Schedule posts or shoot multiple videos at one time and save them so you don’t have to do it every day or even a couple times a week.
Another Pro Tip: After you post to your Instagram Stories, save them to your Highlights so you they’re always viewable by new people discovering your page.
Video or Still Photo Post Ideas:
Open House, Just Listed, Sold, Price Reduced, Client Testimonials!
A Day in the Life!
Happy Buyers in front of their new home.
Neighborhood Tours
Holiday Posts (We try to create for you!)
Local Spotlight - feature your local coffee shop barista or a waiter at your favorite local spot
What’s involved in the appraisal process?
What’s involved in the home inspection? What if we need to make repairs?
What does escrow mean?
What are closing costs...and are they going to significntly impact the overall cost of my home?
I keep hearing it’s a sellers market, should I list my home?
How often should I post? THE RESULTS ARE IN THE REPETITION.
Instagram: 2-4x per week
2 Static Feed posts (Pro Tip: Your Cottingham Chalk Marketing team has lots of templates for posts that are perfect for your feed. Open Houses, Just Listed, Sold, Testimonials, etc.!
Instagram Stories: Aim for 2-3 stories a few times a week. Repost Cottingham Chalk content! Talk about your day. Film a ‘Day in the Life.’ Do a poll or a Q&A or a “Ask me anything about real estate.”
Facebook: 3-4x per week.
A mix between static feed posts, links to real estate related articles, video posts. Obvioulsy share when you have a new listing, happy buyers, etc.!
LinkedIn - 1-3x per week.
Can post here less often. Would really only share educational type content here. Market updates, links to articles, etc. Share if you were a Top Producer.
TikTok - 1x week minimum
Open House Tours, Previews, Neighborhood Video Tours, Reels that your real estate photographer creates!
*Friendly Reminder: Do not post anywhere you aren’t going to stay consistent! If it doesn’t feel authentic to you, don’t force it.
Pro Tip: Don’t forget to utilize your marketing team’s branded templates or custom posts!
Request at cottinghamchalk.com/marketing.
Your Cottingham Chalk marketing team will provide you with branded posts to share on your social channels. The following calendar is a guide for what you can expect from us for the remainder of the year. Please note that this content is meant to be a supplement to the content you are already posting, and not the entirety of your content for the year. You may still request other customizable branded social tiles for Open Houses, Just Listed, Sold, Testimonials, etc. like before. It is also subject to change slightly but is an overview of what to expect. For all major holidays (marked in citron), you will receive two different customizable options.
6/7
