There’s never a dull moment in the world of real estate! Between the constantly changing inventory, late-night phone calls, weekends full of showings, and an evolving market, there is always something going on.
Sometimes that activity is good, such as a hot market. But sometimes, it can cause some stress, such as the recent NAR ruling or the fact that, between 2020 and 2021, there was a 60% increase in the issuance of new real estate licenses.
Regardless of how commission structures are changing or how many new agents are hitting the field, one thing remains true: If you want to get a leg-up as a Realtor, you have to put the work into a solid advertising strategy. In fact, many would argue that pairing a consistent social media presence with an ongoing email marketing strategy is more important now than ever before.
As a content marketer who works with a number of Realtors, here are my top suggestions for improving your digital presence.
Social Media Best Practices for Real Estate Agents
1. Post Consistently
Nothing will work if you don’t do it consistently, and social media marketing is no exception! Post on a schedule to keep your content relevant and appealing to both your audience and the algorithms.
This doesn’t mean you need to be creative every Monday, Wednesday, and Friday. Set aside a few hours a month to batch your content creation. Once it’s written and your graphics are designed, schedule it through software such as Agorapulse* or Meta’s Business Suite.
Of course, there will be times when you need to go outside of your content calendar, such as posting a new open house or sharing a photo with a family in front of their brand-new home. But keeping your pages populated with content will make sure you are constantly rolling out new posts, even if you’re buried under offer letters and sold signs.
2. Quality Over Quantity
Post consistently but avoid posting for the sake of posting. For Realtors, I recommend posting 2-3 times per week on Facebook, Instagram, and their personal LinkedIn pages, plus posting new listings and closings as they come up.
If your market is big on Twitter/X, feel free to throw some of those posts into the mix as well. Additionally, if your market uses smaller platforms, such as NextDoor or Houzz, you should add them to your social media platform stack as well. Basically, you want to show up with quality content wherever your audience is spending time.
3. Use Content Buckets
If you know me, you know I love the idea of content buckets! I have a list of nine different ones that I use on my own social media as well as my clients’ social media. The mix you choose doesn’t have to include all nine; pick the ones that make sense for your brand. This will help ensure that you are providing fresh content that your audience wants to see while also making sure that you’re not posting the same thing over and over again.
For Realtors, I recommend using the following buckets:
- Educational: posts that provide a resource or tip related to owning a home, buying/selling a home, or real estate in general
- Branding: posts that introduce you and your brand to your audience and lightly encourage them to use your services. Since it’s important that real estate agents be active in their local communities, branding posts are the perfect place to showcase your community involvement, charities you support, and other ways you’re connected to your neighborhood.
- Humorous: posts that use humor to connect with your audience
- Inspirational: posts that inspire or give motivation
- Success Stories: posts that share testimonials from happy clients
Realtors should also post real estate-specific content such as new listings, walk-through videos, open house announcements, and closing celebrations.
Social Media Post Ideas for Real Estate Agents
Ready to get started? Here are some good examples of real estate agent social media posts.
Educational
Branding: Community Involvement
Humor
Inspirational
Testimonials
New Listing
Open Houses
Starting an Email List as a Realtor
I’ve always been a big fan of email marketing, especially for real estate agents! Even if the people on your list aren’t buying or selling right now, chances are that they will sometime in the future. Keeping in touch with them through email marketing is a friendly way to keep your name in the forefront of their minds when they’re ready to hit the market or when they know someone else who is.
My best advice is to keep your emails short, sweet, and helpful. Include things like:
- Upcoming local events
- Local real estate news
- Stats on the state of your local market
- Home maintenance tips
- Vendors you recommend
- Team spotlights
- Featured listings
- Upcoming open houses
- New house listings
Anything that shows that you’re the expert in your local market should do the trick! If sending out a monthly email seems like too heavy of a lift to add to your already overflowing to-do list, it’s the perfect task to pass on to your marketing department or a freelance writer.
Need Help Keeping Up?
There’s no denying that social media and email marketing are high on the list of must-haves for small businesses and entrepreneurs, especially real estate agents. By posting quality and consistent content and popping into your audience’s inboxes once a month, you can have the whole town talking about you – in a good way!
Are you ready to take your digital presence to the next level, but don’t have the time and staff to do so yourself? Reach out to schedule a commitment-free consultation today!
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