From gaining clients to spreading the word about listings, there are countless benefits to using social media as a real estate pro.
To help make your time spent on social media more efficient, here are some best practices from real estate agents from across the country:
1. Post at the right times
When you click “post” matters. And since social media is ever-changing, it’s vital to stay current on the most efficient times to post on each platform.
To help, Colorado Springs-based Realtor® Susanna Haynie suggests using a reliable resource such as Buffer—a social media management platform—as a guide to know when to post or schedule your content, even down to the hour.
2. Use a tool to help schedule posts
As a Realtor, your schedule is continually changing, which is where a social media management tool such as Hootsuite(opens in a new tab)—a social media dashboard—can come in handy. To help you maintain a consistent posting schedule, such tools allow you to upload images or videos, add a caption and schedule your posts for a specific day and time across multiple platforms at a time.
Karen Szala, a Realtor in Washington, D.C., suggests using your downtime—at a slow open house, for instance—to schedule your posts for the coming weeks. Or, take Haynie’s advice: “Use a Sunday afternoon, during football or your latest TV show to schedule out.”
Need a little inspiration? Haynie says your schedule of topics could look something like this:
- Monday: Motivational Mondays
- Tuesday: Homebuyer Tuesdays
- Wednesday: Home Seller Wednesdays
- Thursday: Design Thursdays
- Friday: Upcoming Events
- Saturday: Open Houses, Fundraisers, etc.
- Sunday: Free Posting
3. Post a mix of content—not just listings
Like Haynie’s schedule above suggests, you should post more than photos of your home listings. Mix up your content to include posts that can be of use to your followers while also catering to their interests.
“Be a resource to your audience,” says Eric Vaughn, a Realtor in Athens, Georgia. For example, share articles that provide tips to help your clients increase the value of their home, or information about events occurring in the area that could impact homeowners.
You can get personal, too. Seattle-based Realtor Aaron Hendon says you can even sprinkle pictures of your kids and favorite sports teams in between posts of your listings to reveal some of your personality.
4. Understand the platforms that work best
Before you dive in, pinpoint which platform(s) your target audience frequents the most.
“Whether it’s Facebook, Instagram or Twitter, figure out where your former, current and future clients browse the most and focus your efforts on those accounts,” says Brian Fairweather, a Realtor in Palm Beach County, Florida.
Szala primarily uses Facebook and Instagram, while Hendon also ventures out to Twitter and LinkedIn.
On the flip side, don’t get a social media account just because it’s trending. For example, Hendon warns not to invest time and effort in Snapchat, especially if your clientele isn’t really using it.
5. Get creative
Thanks to professional real estate videos and photography, Szala says it’s easy to be creative on social media—and it doesn’t have to be time-consuming. To her, posts that do the best are eye-catching yet simple, like a cool chair in a home or a funky mailbox.
If you want to take the photos yourself, Szala says to ensure they’re bright, close up and can tell a story.
“This can be as easy as a photo of a street sign saying, ‘Did you know this street was named after a dinosaur bone found in the area?’” she says. “We’re area experts as real estate professionals, so use these platforms to show yourself as a neighborhood expert—and the content is literally right outside your door.”
6. Stick with it
If you’re just starting out, not seeing immediate results may be a little discouraging. But Raleigh, North Carolina-based Realtor Monica Weddle says to remember it can take a while—you must stick with it.
“Don’t worry about the analytics at first,” she says. “Just get in there, have fun and the rest will follow.”
7. Learn from your results
As you begin to see some benefits from your social media efforts, it pays to assess your results, as you can glean insights that can help you become more efficient in the future.
But first, instead of measuring it as a return on investment, Haynie recommends measuring your time spent as a return on objective.
“Your objective might be to gain followers vs. actual monetary returns, or maybe you want engagement,” she says.
Whatever it is, always keep the objective in mind over the monetary return. Social media is about making real connections with people, and as a real estate pro, the more authentic your connections, the bigger your business can be.
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