Social media platforms are a great way for real estate agents to get more attention. With a little time, effort and creativity, you can build a following and brand awareness and showcase open houses, all without spending a dime.
Short-form video content on channels like Instagram Reels and TikTok is especially popular, so real estate agents would do well to explore these platforms as part of their overall marketing strategy. To help new realtors develop their social media presence, 15 members of Forbes Real Estate Council offered their best tips. Follow their recommendations to create engaging, effective content for social media platforms.
1. Aim To Connect On A Personal Level
Stop selling on social media. Ask yourself this question—how many people do you do business with that you do not like? Social media video platforms such as Instagram Reels or TikTok are invaluable tools and should be used as a means of connecting with potential clients in a personal way based on shared interests and values. – James Prendamano, Casandra Properties, Inc,
2. Focus On Quality Content
Quality content is key to gaining followers on social media. Anytime you discover a good tip to pass on to potential customers, take a short video on your phone and share it. It’s always best when you’re in the heat of the moment (with a client at a house, at the closing table or writing a contract). Make this a part of your daily routine and always be ready to share helpful tips. – Nick Ron, House Buyers of America
3. Create Memorable Moments
Social media is key to attracting demographics like Gen Z and Millennials, so inventive leasing offices are creating memorable moments for them to capture and share on Instagram. A new renter autographing a “peg for a peg” wall depicting the building’s logo or sidling up to a vintage sports car in a community’s speakeasy lounge spotlights a new home, drives the brand and boosts interest all in one image. – Mary Cook, Mary Cook
4. Provide Real Value
Present consistent value in your social media posts through video, articles, news, etc. The key is to be seen as the expert in your field and to be in front of your ideal audience consistently. This way when they are in need of your services, they will see you and reach out to work with you. – Galit Ventura-Rozen, Commercial Professionals, Inc
5. Capture Your Audience’s Attention
Social media is the new business card. To be better at it, agents with every post should ask themselves if it would or would not make someone want to work with them. Next, it’s important to educate and not alienate, know the facts on the subject matter and don’t preach. Lastly, be fast and get to the point. Viewers’ attention spans are short; if you do not grab it in less than 15 seconds, they won’t stay for the rest. – Ralph DiBugnara, Home Qualified
6. Educate Your Followers
Be a teacher, not a salesperson—a superior teacher demonstrates. Focus all your social media on helping people achieve their goals instead of what you can get out of it. This philosophy generates millions of views on my social media accounts each and every month. – Ken McElroy, MC Companies
7. Develop Effective Content
Developing compelling social media content is a cornerstone element of any comprehensive marketing strategy. Video content has been proven to increase engagement with followers, so get used to being in front of the camera. Lifestyle content that appeals to your target audience is generally the most effective content you can create, so show your life as it really is and watch your audience grow! – Megan Micco, Compass
8. Know Your Followers
Remember this: “When you aim to speak to everyone, you speak to no one.” Your ability to capture attention, build rapport and convert followers to clients is dependent on your ability to build the know, like and trust factor. Knowing your target clients, their pain points, dreams, frustrations and interests will enable you to create content that speaks directly to your prospective clients. – Michelle Risi, Royal LePage Connect Realty
9. Get Creative
We have such an incredible opportunity with social media platforms allowing agents to share their listings and personalities with the world—for free! Combined, Instagram and TikTok have almost two billion active monthly users whom we have the chance to engage with. Channel your creativity and be authentic—people want to get to know the real you. Don’t forget that hashtags are your friends. – Tara Hotchkis, Compass
10. Post Consistently
Consistency is key. It’s not that one particular post would make a difference between getting a lead or not. Social media should be used to boost name recognition and have your audience associate real estate with you and your brand. – Ron Costa, The Eighty Two Group
11. Keep The Customer In Mind
Content creation starts first with the customer in mind. What that means is generic “Happy Memorial Day” posts will not generate the same results as posting a unique creative post telling a story honoring a local veteran. Make content that your audience wants to consume. – Chris Bounds, Invested Agents
12. Get Specific On Your Motivations
Are you marketing for name recognition or for profit? Spend the time and effort to know where your audience is. You can have the slickest slide decks, the best viral videos or the most unique filters. These are great, but if your clients aren’t consuming your content, then you’re wasting time and energy. Run A/B campaigns, test out marketing samples and get quantitative about it. Name recognition is not equal to sales. – Charles Argianas, Argianas & Associates, Inc.
13. Hold Your Phone Correctly
Knowing how to properly hold your phone is the difference between a great Instagram Reel video or one that no one watches. The single most important tip is to hold your phone in your dominant hand in such a manner that the sound from your voice is “scooped” into the microphone. If you need to, add a pop socket to the back of the phone to make it easier to grip with one hand. Good sound is a must! – Sherman Ragland, The Realinvestors®️ Academy, LLC
14. Focus on Relevancy
Less is more in terms of language. Great visuals that tell a story remain a strong way to be visually appealing. It’s also important to recognize relevance and timeliness in your content—if it doesn’t create value for your audience in less than 15 seconds, there is room for improvement. – Clark Twiddy, Twiddy & Company
15. Be Yourself
Be authentic and be yourself. If it looks forced or insincere, it likely won’t get the organic growth that it would if you were just being yourself. You should already know who your audience is, so creating content that your audience is looking to engage with is key. Your product is you and your real estate. Showcase both in an authentic way and you’ll see the results. – Matt Weirich, Realync
Source: Forbes
