Post consistently (and strategically)
A successful social media for real estate strategy is a lot like a successful relationship-building strategy in real life. You need consistent contact—and interactions that provide value and motivate people to keep coming back.
The goal: create enough interactions for your audience to get to know you as a real estate agent without overwhelming them to the point they tune you out.
This is a delicate balance to maintain, but the good news is it’s something you can always adjust as you go. Feedback from your networks (whether you’re gaining or losing followers, their engagement, etc.) will tell you if you’re headed in the right direction.
You can use social media software to schedule posts beforehand. This gives you the freedom to meet with clients, work open houses, and attend closings all while building your presence automatically. It’s easy to post multiple times a day this way.
Posting frequency is one thing, but you also have to consider the nature of the content itself. Most content breaks down into three different types:
- Time-sensitive/promotional. These posts advertise new properties on the market, open houses, or your brand in general. Think of listing photos, tweets urging prospects to give you a call, and virtual tours with Facebook live streams or 360-degree photos.
- how-to or informative. This content answers questions, shares tips, or finds alternative ways to provide value. It’s just as valuable a year from now as it is today. This could be decorating tips, a checklist to help you see how much house buyers could afford, or cool DIY renovation project ideas.
- Fun or entertaining. This content might not be directly related to real estate, but it’s a great way for you to showcase your personality. It might be a review of a new restaurant in town, a heads-up about the traffic on the way home, or even those viral cat photos. Social media just gets prospects in the door. It’s your personality and expertise—real-life relationship skills—that will close the deal.
Understand the goal of each post you make, and mix things up to engage your audience and keep them coming back.
Finally, remember that there’s no need to create all this content yourself. Supplement your own efforts by sharing, retweeting, or linking to other great content in the real estate industry. Your clients are a great content source—whether it’s sharing a quote from their testimonial or a photo of them toasting a new home.