Realtor’s Guide to a Perfect Social Media Content Strategy
I’ve created the ultimate realtor’s guide for a perfect social media content strategy to help anyone working in real estate level up their online presence. Learn the key elements of the perfect strategy for real estate agents, how to create the best strategy, and what to avoid when making your strategy. I also included 10 real estate topics to help you when you feel stuck coming up with post ideas.
For more ways to manage your social media like a boss, check out these 7 Game-Changing Social Media Marketing Tips for Realtors, where I share my expertise on how to experience long-term growth and make your online presence unforgettable in the competitive real estate market.
Developing a clear and actionable social media content strategy is the pillar of social media marketing for realtors. A good strategy will generate leads, increase reach, drive engagement, and ultimately lead to more potential sales. However, many real estate agents struggle with this aspect of marketing because they can’t seem to move away from posting only listings. That’s where I come in.
Let’s work on defining and developing the perfect social media content strategy, and get you started on creating content with 10 easy-to-use topics specifically crafted for realtors.
What is the perfect social media strategy for realtors?
Let’s start with what is NOT the perfect social media content strategy
A strategy aimed at gaining followers really quickly, getting lots of impressions with low engagement, and strategies that involve buying likes and/or followers is the worst kind of strategy. If your goal is to gain followers as fast as possible at any cost, this probably is not the guide for you. My techniques focus on organic growth to attract and keep the appropriate target audience.
So what is the perfect strategy?
The perfect social media content strategy revolves around target audience and long term goals. No marketing strategy can begin without defining the audience you want to target. Read more about the differences between target market and target audience, and how to define your target audience. After you have defined your audience, the success of your strategy will depend heavily on what you are trying to accomplish and why.
What are you trying to accomplish?
Are you trying to attract more buyers/sellers, build an online community, improve your online presence, get lots of followers?
Why are you trying to accomplish these things?
This question defines whether your ‘what’ is a good goal for your business. For example, why are you trying to attract more buyers/sellers? Probably to earn more money. Why are you trying to build an online community and improve your online presence? Probably to gain public trust and show people that you are real and trustworthy.
So what’s the problem if you do want lots of followers quickly? Well… why do you want that? Most people respond with either “I don’t know” or “Isn’t that what you’re supposed to do?”. These responses indicate to me it is not a goal we should build into our social media content strategy.
Now that we’ve defined the perfect social media content strategy for realtors, let’s create it.
How do I create the perfect social media content strategy?
Where to start
Define your target audience (find out how to do this here under “Tip #1 Know Your Audience”) and define goals that are measurable by using KPIs (Key Performance Indicators)
Choose the right social media platforms to use based on your target audience
Produce high-quality content that appeals to your target audience and will help you meet your goals
Utilize a strong SEO and hashtag strategy
Engage with platform users and content
Rinse and repeat quarterly or more frequently. Although a strategy is long-term, you should analyze and adjust it at least 4 times per year based on analytics.
What to avoid
I often see people make the same common mistakes when creating and executing their strategies. Know what to look out for so you don’t make the same mistakes:
Losing sight of your target audience and goals when producing content. You are making a lot of content, but it’s targeting the wrong audience and/or your content is not in line with your long-term goals.
Your profile page is a sea of properties and you are forgetting to market your brand/yourself. You are constantly posting new properties but your audience doesn’t know who you are or anything about you. I see this one a lot which is why I have included 10 post ideas in this article specifically for realtors!
Your plan only involves tactics and lacks strategy. You are posting 7-second reels, using saturated hashtags, and follow lots of random accounts hoping they will follow you back.
Now that we’ve reviewed key elements of the perfect strategy for real estate agents and how to create it, and what mistakes to avoid when making your strategy, check out the 10 social media post ideas I put together for realtors who need content inspiration.
10 real estate topics for social media
Since many real estate agents get stuck trying to generate new content that doesn’t focus exclusively on homes and sales, what realtor’s guide would be complete without social media content inspiration?
I wanted to include these post ideas so you leave here with an actionable strategy that you can begin using today!
1. Home tours
Film a home tour. These are visually aesthetic and easy to pair with a trending audio. In the caption, consider talking about how you go above and beyond when you showcase homes (e.g., special lighting, photography experts, special equipment, etc.).
Bonus points if you use a drone to showcase the property, but no pressure. Home tours can easily and quickly be filmed using your cellphone camera. Just make sure it’s in portrait mode and with the right video settings.
2. Exemplary services you offer
Not all realtors are built the same. If you go the extra mile for your clients, let everyone know. Maybe you have an electrical expert on speed-dial or a special tool for detecting issues with mold and humidity. You should share whatever things you do that make you stand out among the competition.
3. Location and amenities
Highlighting a residential area, city, and nearby amenities in the area of properties you are selling is a great way to attract clients. Many home buyers are in the market for specific amenities and features (e.g., schools, parks, restaurants, beaches, etc.).
4. Testimonials
Client testimonials are a great piece of content for every realtor’s social media. They build trust, credibility, and show that you are good at your job.
5. Behind the scenes
Pair viral sounds and trending audios with videos of you in the office, working from your car/home, and anything else that shows the personal side to your brand. Remember to let your personality shine through. Prospective clients are more inclined to work with someone they connect with and feel they know something about.
6. Personal story
Share things that people might not know about you, or what lead you to where you are today. This builds trust with your audience and shows you’re not just another realtor, you’re a person.
7. Facts, tips, advice
Is there anything your clients need to know? Consider answering some frequently asked questions, offering home buying tips, or anything else that would showcase your expertise and experience.
8. Bring in an expert
Consult or collaborate with local experts that can offer additional, valuable resources and information to your audience. These could be lawyers, plumbers, electricians, photographers, or even immigration experts if applicable.
9. Real estate memes
Everyone loves a good meme. Adding humorous content to your social media will make your brand more relatable and easier to engage with.
10. Local news and information
Keeping your clients informed on all things real estate shows them that you are a trusted expert and the perfect go-to person when they want to buy or sell their home. Showing you are in the loop with current events and news signals to your audience that you are different from other real estate agents.
If you followed this realtor’s guide correctly, you now have the perfect social media content strategy that is actionable with 10 real estate topics to start posting content today. You also know what common pitfalls to avoid when planning and executing your strategy. Say goodbye to boring profile pages filled with properties, and hello to developing the ultimate online presence that makes your competition wonder where you learned how to market yourself.
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Hey realtors! Pin this to your social media content strategy board so you can find it easily the next time you want to revamp your online presence. Plus, you’ll be able to quickly find the 10 content topics in this article the next time you feel stuck on coming up with ideas!
