Whether you’re relatively new to the business or have been at it for years, the job of a REALTOR® is never done — and it’s constantly changing. In recent years, learning how to use social media has become an integral part of the profession if you want to grow your brand, maintain your connections with existing clients and reach new ones.
But what do you post about?
Far too often, real estate marketing efforts on social media are mostly property photos, success stories involving sales, industry news and company milestones — and maybe a few funny memes or inspirational quotes. While those all have their purpose, they don’t generate the active interest and overall “buzz” that you need to keep people looking.
Effective social media marketing should help you engage with clients (past and future) and develop a real community. Done well, you can develop a personal relationship with your fan base, create a sense of trust and establish yourself as an authority in real estate.
With all that in mind, let’s talk about four basic idea “goldmines” for your social media posts:
1. Answer Questions You Hear From Your Clients
Let your clients be your biggest source of inspiration for your social media posts. Clients have all kinds of questions, and the odds are high that you hear some of them over and over again.
A lot of people share those same questions and concerns that you hear from your clients, but they don’t know a trusted real estate agent that they can ask. By answering their unspoken questions, you not only create useful content, but you also showcase your expertise and authority.
In other words: You become their primary source for quality real estate information by answering questions like:
- Is now a good time to buy?
- How fast are homes selling?
- What are interest rates like on mortgages?
- Should you sell a current home before you try to buy the next?
- What happens if your seller doesn’t move out by closing?
- When can you (or should you) back out of a purchase?
- What happens if a seller gets cold feet?
- How much earnest money do you really need?
- What does a title company do?
- What contingencies should buyers put into a contract?
- What home inspections should be done prior to purchase?
- What happens if an appraisal doesn’t come back high enough?
These are endlessly variable — and, ultimately, recyclable. The answers, just like the real estate market itself, are seldom static. When things change, you can revisit the issue and create new content in the process.
2. Give Advice About Prepping a Home for Sale
People often start prepping their home for a future sale months before they’re ready to put a sign in their yards, so this is a great way to engage prospective clients.
You can hit on topics like:
- What are some inexpensive cosmetic upgrades you can make to your home when you’re on a budget?
- If you have $2,000, $5,000 or $10,000 for upgrades, where should you put it to maximize your returns?
- How do you properly declutter and depersonalize a home before sale?
- What’s “curb appeal” and how do you get it?
- How do you showcase your home’s best features in the spring, summer, fall or winter?
- What are some “must-dos” and “definitely do-nots” when it comes to prepping for a sale?
- How much do you want potential buyers to know about why you are selling?
- How can you make your entranceway look more inviting?
- What small, overlooked issues in a home can lower your sales price?
Again, the well you’re pulling from here never really runs dry. You can rotate your information according to the season and update for emerging trends to keep the content constantly rotating and fresh.
3. Go Behind the Scenes and Show What You Do
This is the sort of content you can use to encourage your readers to reach out to you and make your acquaintance. For example, you can do posts that:
- Invite people to find out the current market value of their home, while explaining all of the things that you do to help find the perfect price point on any given property.
- Invite people to find out more about the market conditions in their local area, while explaining the driving forces that are pushing prices and sales up or down.
- Invite people to learn how much house they can afford, while discussing the difference between pre-qualified buyers and pre-approved buyers.
- Invite people to go behind the scenes with you as you get ready for an open house or a private showing, while illustrating all the little touches you make that encourage potential buyers to look closer.
This sort of content not only helps increase your overall authority, but it makes you more real to your viewers as a person — and that’s how you’ll connect with future clients.
4. Ask People to Share Their Stories
Finally, instead of just posting your success stories about your latest sales and getting testimonials from happy clients, invite your past clients to share their stories.
Curate the interviews and ask questions like:
- What were their goals? Why did they decide to move?
- What problems did they run into? Did anything threaten to derail their plans?
- How did you help them through the process? What is the biggest thing they remember about their experience with you?
- Where are they now? What was the result of their home-buying journey?
Your impressive sales record is great to showcase — but your readers will connect more with your past clients because they may share the same fears, predicaments, obstacles and hopes. Plus, if you let your past clients brag for you, that’s going to make a much bigger impression on your readers than anything you may say about yourself.
Real estate marketing and social media marketing are pretty much the same things these days, so if you haven’t already started to invest time into your social media pages, you’d better get started!