7 minute read
Let’s Get Social: Strategies for Realtors®
Let’s Get Social: Strategies for Realtors®
By Lisa Fant
When it comes to marketing your business, social media isn’t just an option anymore— it’s a necessity. Understanding the nuances of each platform’s best practices and guidelines allows you to share your content effectively, earning more reach and engagement. However, navigating the various platforms requires finesse—each has its own culture, guidelines, and best practices. By understanding these nuances, you can maximize your reach and engagement, turning every post into a powerful tool for business growth.
Facebook is a top social media platform among Realtors®, according to the National Association of Realtors® 2023 Technology Survey, with 92% of Realtors® utilizing the platform regularly. Facebook provides a versatile platform to display listings and interact with potential clients, making it essential to maintain an active presence for success.
To make the most of Facebook, prioritize quality over quantity when posting. Aim for consistency by posting content at least once a day, focusing on visually appealing photos and videos with key information highlighted in your captions.
Along with regularly posting to maintain a presence on your audience’s feed, utilize Facebook Live to host Q&A sessions or share behind-the-scenes glimpses of your work as a Realtor®. These live sessions help humanize your brand and build trust with your audience.
Don’t forget to analyze your Facebook analytics or audience insights regularly to understand what content resonates most with your audience and adjust your strategy accordingly to optimize engagement and reach.
As the go-to platform for professional networking, LinkedIn offers professionals a platform for thought leadership and to establish themselves as industry experts. LinkedIn’s business-focused platform is the place to showcase your industry knowledge, network with other professionals, and grow your clientele.
Post educational content such as market insights, industry trends, and how-to guides, aiming to post two or three times per week. Focus on engaging with industry groups and discussions to connect with fellow professionals and potential clients. Participate in relevant conversations by offering valuable insights, asking questions, and sharing relevant resources. LinkedIn is also a prime opportunity to reinforce your personal branding. Ensure your profile is complete and professional, with a headshot and a clear description of your expertise and services. You can also share updates about your achievements and awards to showcase your track record and credibility as a Realtor®
Instagram remains an essential platform for Realtors® seeking to make a visual impact and connect with a broad audience. With its emphasis on visuals and storytelling, Instagram provides a dynamic canvas to showcase a wide variety of content.
To maximize your presence, aim to post to your feed at least once a day, with additional Stories and Reels throughout the week to maintain engagement. Use high-quality photos and videos to showcase properties in their best light, highlighting unique features and amenities. For example, you might share a carousel post featuring multiple photos of a newly listed property, accompanied by detailed captions highlighting key selling points. Include a call to action encouraging potential clients to contact you with questions.
Instagram Stories and Reels can be utilized to provide behindthe-scenes glimpses into your day-to-day life as a Realtor®. Share sneak peeks of upcoming listings, property highlights, or tips for homebuyers and sellers. Their interactive formats allow you to connect with your audience on a more personal level and keep them engaged with your content.
Stay connected with your audience by promptly responding to comments, direct messages, and mentions. Cultivate a sense of community by initiating conversations, running polls, and encouraging user-generated content on your posts and Stories. For instance, you could create a Story poll asking users to vote on their preferences or needs, providing valuable insights for creating new content.
YouTube
With its extensive reach and popularity, YouTube provides Realtors® with a platform to showcase properties through immersive video content. While 26% of Realtors® utilize the platform, a significant portion of professionals leverage YouTube for posting property tour videos or long-form content along with short videos on YouTube Shorts. While short-form content gains traction due to its ability to quickly capture and retain viewers’ attention, long-form content also holds its advantages. For consumers seeking expert advice, comprehensive neighborhood guides, and detailed content, YouTube serves as a strong platform.
Aim to upload videos consistently; uploading at least once a week keeps your channel active for your audience. Ensure your videos are high-quality and optimized for search with descriptive titles, tags, and eye-catching thumbnails. No worries if you don’t have a camera—your smartphone is typically all you need for filming. Use these tips to assist you in capturing high-quality videos with a mobile device:
• Ensure good lighting: Film during the day or use well-lit areas indoors. Natural light is often best.
• Steady your shot: Use a tripod or stabilize your phone to avoid shaky footage.
• Frame your shots: Position yourself in the center and maintain a clear background without distractions.
• Plan your content: Outline key points or a script beforehand to keep your video focused and engaging.
Consider creating playlists on your YouTube channel to organize your content by property type or location, making it easier for viewers to find relevant information. Don’t forget to engage with your audience by responding to comments and questions, fostering a sense of community on your channel.
X (Formerly Twitter)
Despite its lack of substantial visual content and character limit, X remains a vital platform for realtime conversations and industry news. X is fast-paced in nature and beneficial for real-time conversations and staying updated on industry trends. Be sure to inject personality into your tweets and participate in conversations to increase visibility and reach.
Engage with timely updates about housing market data, mortgage rates, or even local community events to keep your audience informed. Inject personality into your tweets and participate in relevant hashtags to increase visibility and reach. Consider scheduling tweets during peak engagement times, typically early morning and late afternoon, to maximize reach.
To keep your content engaging and relevant, stay updated on the latest trends and platform changes. Mastering social media marketing and adapting your strategy to each platform will help you connect with clients and improve your business effectively.
Threads (by Instagram)
Threads’ focus on real-time updates and intimate sharing makes it the perfect tool for keeping your clients informed and engaged every step of the way. Whether it’s sharing sneak peeks of new listings or providing behind-the-scenes glimpses of the homebuying process, Threads allows you to showcase your expertise and stay top of mind with potential clients. To make the most of Threads, use the platform to showcase your listings with stunning photos and videos and engage with your audience by asking for feedback or answering questions.
Threads enables you to connect with your fellow Realtors® and industry partners. Threads’ discussionbased platform is suitable for sharing advice, staying updated with the latest market trends, and fostering a sense of community within the real estate profession.
In the world of real estate, inspiration is everywhere— and there’s no better place to find it than on Pinterest. With its endless array of images, ideas, and curated collections, Pinterest is your go-to destination for discovering the latest trends, gathering design inspiration, and showcasing your unique style as a Realtor®
From dreamy home decor ideas to practical renovation tips, Pinterest is the perfect platform for connecting with potential buyers and sellers who are looking to turn their vision into reality. Create boards that showcase your expertise and personality, curating content that speaks to your target audience and highlights your area of specialization.
Use the platform as a marketing tool to showcase your listings with eyecatching photos and detailed descriptions, driving traffic to your website and generating leads for your business. Create pins highlighting the unique features of your properties, or evergreen content like how-to guides and first-time buyer tips. Use keywords and hashtags to ensure your content gets discovered by the right audience, and be sure to engage with your audience by commenting on pins, repinning content from other users, and participating in group boards and communities.
