(NEW YORK, NY) — When used correctly, social media can boost listings and increase awareness of your property and your personal brand. It’s a great way to open a dialogue, share advice, and forge relationships with prospective buyers, sellers, and renters.
Here’s a list of social media do’s and don’ts for real estate agents:
- Promote the town, not just the property.
- Be yourself.
- Educate your buyers.
- Chat with your followers.
- Respond to comments, good and bad.
- Avoid simply shouting about your home listings.
- Don’t forget to video.
- Never assume you’re only connecting with first-time buyers.
- Talking to yourself on social media doesn’t do your page any good.
- Don’t ignore your existing clients.
Promote the Town, not Just the Property.
Use your social media channel to give clients a richer understanding of the market you serve. Let your followers know the good, the bad and the ugly of the area they are considering to move. Tag local establishments to promote your properties: local establishments are receptive to these shout-outs and may repost you, increasing your post’s reach to their followers.
Write your own marketing copy. Give your clients a sense of who you really are. Studies show consumers want to make a personal connection with whom they do business with, and writing your own authentic copy and content resembles who you are as an agent and person.
Educate your Buyers.
Social media is the perfect outlet to share lessons and common real estate pitfalls which makes your clients smarter and gives them browsing experience that will make them more comfortable working with you. Consider starting a “Real Estate Fact of the Day.”
Chat with your Followers.
Contemporary business requires instant responses to questions and high engagement. Using your social media account to engage with your clients is another way to increase your following and brand awareness. Home buyers and sellers are calling agents much less than they used to in today’s digital world. Clients go online and search on Instagram for properties. Be prepared for these questions and outreach; use this as an opportunity to start conversations with followers who may be in the early stages of renting, buying or selling.
Respond to Everything: the good and the bad.
Being courteous and prompt goes a long way. Resist the urge to battle with abusive comments – not every remark is worth your breath. For those commenting about a listing that is no longer available, use this to redirect their interest to other properties similar to what they were looking for.
Avoid Self Promotion.
Steer away from making your current listing the topic of discussion. Turn common questions from buyers and sellers and turn these into content. Educational, valuable content will keep your followers coming back and sharing your posts.
Don’t forget to Video.
The benefits of posting listing videos on social media should be a given since 73% of homeowners say they are most likely to list with a realtor offering to do a video of the property. In 2018, The National Association of Realtors published a profile of where buyers found the home they purchased and 50% of purchasers found their home online. Although it is tempting to skip the expense of shooting and editing a video, online videos are an important element of property marketing. It allows potential buyers to visualize their lifestyle and create an emotional connection with the property.
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Avoid Talking to Yourself.
Social media is about listening, more than talking. Pay attention to your comments and what people say about you. Conduct feedback through polls on Instagram or free survey services like Survey Monkey and Google. Ensure every post you share reflects the interests of your target market and current followers.
Don’t Ignore your Existing Clients.
Your clients are your strongest advocates. Invite previous buyers and sellers to join you on social media. This way, your account becomes a rich community of like-minded individuals sharing experiences and advice from those who recently completed or just started the complicated process of property ownership.
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Thrilled for my buyers on the purchase of their 3 bed/2.5 bath in one of Tribeca’s newest developments, 49 Chambers, the former Emigrant Industrial Savings Bank, designed in 1912. Sold $4.15 million. Wishing them the very best in their spectacular and lovely new home. Congrats!!