It’s no secret that having a strong presence on social media is crucial for real estate agents these days. People begin their real estate journeys online — whether it’s looking for a new home or seeking an agent to assist them in either the buying or selling process.
Your clients want more than someone with a real estate license. They want an agent who will protect their interests and help them navigate the complexities of property ownership, one they can feel confident has their back on as they move throughout the process.
Many of these searches can start or transition over to social media — particularly when it comes time to select an agent, as potential clients want to make sure that their representative can relate to them on a personal level.
How real estate agents screw up their social media game, and what they should be doing instead:
JACK OF ALL TRADES, MASTER OF NO PLATFORMS
Social media can be a powerful tool to influence your audience, but it’s important not to forget the old saying “if you don’t use it, you lose it.” To ensure that your social media presence stays fresh and current, try starting with Instagram and Facebook and then branching out from there. You can add LinkedIn to your list, followed by TikTok, Twitter, and finally Pinterest.
Once you’ve mastered these platforms, why not consider creating a blog or YouTube channel as well?
CURATING CONTENT FOR EVERYONE
Once you’ve mastered your craft with your initial social media channels, it’s time to branch out. Maintaining multiple platforms is less daunting than it sounds, as long as you curate content for each type of audience that subscribes to each channel.
In addition to being focused on the niche market, your content should also have specifically focused content that targets buyers and sellers in your market and will make more headway in generating qualified real estate leads.
HASHTAG OVERLOAD
If you are looking to make sure your content is discoverable by those seeking a specific topic, include three to five hashtags in your post. This makes it easy for the audience to find exactly what they are looking for and gives them a chance to contribute their opinion on the topic.
MANUALLY POSTING
Scheduling software makes it easy for real estate professionals to use social media. Now, instead of manually entering every single Facebook post into a calendar, you can schedule your posts and share them over time, saving you time and effort
PRO TIP: If you are using a scheduler to post on social media, be sure to interact in real time with the people commenting on your posts.
NOT CLEANING UP YOUR OWN FEED
When it comes to content marketing, sometimes you just have to do a little spring cleaning.
No one wants to read content that is stale and dated, so periodically you need to refresh the content on your social media accounts. Why? Because your content will have moved down your page and your audience is less likely to scroll so far.
OTHER NOTABLE MISTAKES:
- Not replying to comments or checking DM’s frequently.
- Analytics, or no? Not using analytics to measure the return on investment of social media efforts.
- …and the biggest NO? Buying followers and likes – or even fake reviews!
Luckily, at Fairlead, we are constantly looking to re-invest in our agents’ education, knowing that as they continue to grow and learn, they will remain on the leading edge of providing an unparalleled experience while securing the best deals for their clients. Send us a message at FairLead Realty or check out this link: https://fairleadrealty.com/join.
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