Social media is a huge part to the success of any real estate agent. In today’s digital age it’s more important than ever to create a focused content plan to improve your digital presence. Keep reading for the top 5 ways to improve your content and make the most out of your networking sites.
1. Create your own brand.
Once you’ve found your niche in the real estate business, it’ll be easier to figure out how to improve your social media content. Here are some ways to figure out who you’ll be targeting:
Create your own personal goals.
Where do you see yourself in 5, 10, 15, and 20 years? Do you want to expand your brokerage? Are you looking to buy a home or start a family? Is your goal to buy a luxury apartment? Once you’ve figured that out, you’ll be able to determine what niche you want to target.
Find your niche.
Here are some examples you can choose from:
- Luxury real estate
- Commercial real estate
- Rentals
- First-time home buyers
- Specialty in a specific school district/town
2. Find your demographics.
An enormous part to improving your social media content is knowing who you are targeting with your posts. Once you’ve found your niche, determine the demographics of your target customer:
- Do they need help finding a family friendly neighborhood?
- Are they married couples?
- Do they have kids?
- Are they single and looking for an apartment?
- Do they make over $1M/year?
Once you’ve found your ideal clients, you’ll also need to figure out what motivates them.
- What are their goals? (i.e., they’re expanding their family and need a bigger space)
- What is the reason they want to buy or sell their home? (i.e., they want to move to a different school district)
- Why do they need an agent? What problems do they have?
3. Solve their problem.
Every client can benefit from using an agent for one reason or another – and there are so many agents to choose from. Why should they choose you over everyone else?
It’s crucial to find what makes you stand out – and figure out how you are able to solve their problems in a way that no other agent can.
- Do they have a hard time finding the right school district? Well, you’re an expert in the different neighborhoods in your town!
- Have they had trouble selling their home? You’re an expert negotiator!
- Are they looking for a personable agent to sell their home? Show them you can relate!
The key is to find a solution to your clients’ needs – and use it to your advantage in your social media content.
4. Don’t make your listings your primary focus.
When posting on social media, it’s important to upload content that doesn’t only focus on sales. Yes, your goal is to sell your listings – but you won’t attract buyers or potential clients if all they see is your driven sales mindset. Nobody likes the idea of “being sold” – so it’s important to connect with your followers by creating valuable content. This may include providing content such as: explaining terms, market updates, interviews, house tours, answers to commonly asked questions, first-time buyers and sellers tips, and even podcasts!
5. Create relatable and meaningful content.
With the above being said, you don’t want to post content that has nothing to do with your target market. Your content should be informative and educational, while providing exciting topics that peak your audience’s interest.
Promote the neighborhood.
Instead of focusing on your listing, give your clients a different perspective. Post content relating to the town they’d be moving do by taking photos of the neighborhood or creating a quick video (which is especially productive on sites like TikTok and Instagram).
Show clients what they would want to see depending on their demographics; for example, your video might include local parks, elementary schools, and amusement parks for clients with kids or may include luxury shopping centers, high end restaurants, and golf courses for high-end clients.
Post real estate-related content.
Most clients have no clue what to expect when buying or selling their home – especially for the first time. Show them that you can make the process easier and quicker by posting informative real estate tips.
- Be informative. Consider posting real estate blogs or short Instagram/Facebook/LinkedIn posts (i.e., “Tips for the First-time Homebuyer” or “The Best Neighborhood for [insert topic of interest for your target market]”.) You are an expert in your field – so don’t hesitate to show your clients!
- Respond to comments. Many prospective clients post questions on real estate groups on sites like LinkedIn and Facebook. Use this to your advantage! Be proactive and answer their questions in a helpful way. You will be surprised to see how many leads you can get in the future. Clients appreciate an open and honest agent – and will appreciate your proactivity.
- Post about events. Are you hosting a wine tasting or a real estate seminar? Are you volunteering with a charitable organization? Are you attending a local festival with your team? Show your followers! Clients value authenticity and will appreciate seeing the personality of their agent and your team.
Be Consistent
Create a posting schedule – and stick with it. Your followers and clients value consistency. Posting daily or even weekly will show them that you’re active – and they’ll see a successful agent. Who wouldn’t want to choose a thriving agent for their real estate leads?
The Bottom Line
Improving your social media content is simply about finding a good marketing strategy. Determine the demographics of your niche and create informative and meaningful content that will engage your target audience.
Make sure to focus on things other than your listings. Show your followers that you are active in the community and that you are an expert in the field by being consistent with your posts, posting photos and videos of the neighborhood, and showcasing events that you and your team attend. Be relatable – and watch your leads increase!
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