In the competitive world of real estate, a social media presence has become an invaluable tool for agents looking to expand their reach, connect with potential clients, and build a strong brand.
But standing out online requires more than just posting property listings. It is about sharing content that resonates, adds value, and builds trust. The right mix of content will not only engage your audience but also convert followers into clients and generate referrals. Here are three types of content that every real estate agent should incorporate into their social media presence strategy.
Educational Content
Educational content positions you as a resource and expert in the industry. By providing helpful information that speaks to common questions or challenges, you demonstrate knowledge and build credibility with your audience. Remember, people are not just interested in what you’re selling. They’re looking for insights and guidance that help them make informed decisions.
Why It Matters: When you share educational content, you’re showing potential clients that you’re there to help, not just to sell. By adding value upfront, you gain their trust and make them more likely to reach out when they’re ready to buy or sell a home.
Examples of Educational Content:
- Home Buying & Selling Tips: Guide your audience through the real estate process. Share tips on topics like “Steps to Buying Your First Home” or “What Sellers Need to Know About Staging.” These posts offer immediate value and make you a go-to resource for real estate advice.
- Market Insights and Updates: Regular updates on local market trends and insights help followers stay informed and position you as an expert. For example, share information about interest rate changes, local inventory levels, or neighborhood price trends. A post like “The 2024 Market: What to Expect” or “Monthly Market Insights for [Your City]” keeps followers up-to-date on your social media presence.
- Real Estate Jargon Explained: Break down industry-specific terms that may confuse first-time buyers or sellers, such as “escrow,” “closing costs,” or “contingency.” A post series on “Real Estate Terms You Need to Know” can be particularly helpful and shows that you’re attentive to the needs of less experienced buyers or sellers.
How to Maximize Impact: Educational posts are perfect for infographics, carousels, or short videos. Visual aids help followers process information more easily, making your social media presence more engaging and shareable. Include a call-to-action (CTA) encouraging followers to save, share, or reach out with questions, which increases engagement and makes your content memorable.
Personal and Behind-the-Scenes Content
Real estate is a relationship-driven business, and social media presence provides the perfect opportunity to connect with followers on a personal level. By sharing a glimpse of your life, values, and personality, you make your brand more relatable and memorable. People are more likely to work with agents they know, like, and trust. So don’t be afraid to show your human side.
Why It Matters: People want to feel comfortable with the agent they choose, and showing who you are behind the scenes builds that comfort and trust. Personal content can differentiate you from other agents and foster a sense of connection that’s essential for referrals and long-term client relationships.
Examples of Personal and Behind-the-Scenes Content:
- Day-in-the-Life Posts: Take followers along on a typical day as a real estate agent. Share clips of open house preparations, showings, and client meetings. This type of content gives followers an authentic look at what you do and highlights the work that goes into each transaction.
- Community Involvement: Share your involvement in local events, charitable activities, or community projects on your social media presence. Posts about volunteering, attending local festivals, or supporting small businesses position you as an active and engaged member of the community, which can build local trust.
- Personal Interests and Hobbies: Don’t shy away from sharing hobbies or interests. Whether it’s a weekend hike, favorite coffee shop, or your love of a particular sports team, these personal touches humanize your brand. People enjoy working with agents who have shared interests and who seem approachable.
How to Maximize Impact: Use Stories to share behind-the-scenes glimpses and day-to-day activities since they feel casual and immediate. Use captions to add context to each image or video, making it feel more like a conversation than a sales pitch. Consistent personal content helps your social media presence stay top-of-mind and keeps followers engaged, even between major business updates.
Client Success Stories and Testimonials
Client success stories and testimonials are some of the most powerful forms of content. They build trust through social proof. Prospective clients want to know that you’re capable, reliable, and have a track record of delivering results. When they see real-life examples of satisfied clients on your social media presence, it reassures them that they’re making the right choice by working with you.
Why It Matters: Testimonials highlight your skills, dedication, and problem-solving abilities. They give potential clients a preview of the experience they can expect if they work with you. Client stories are also memorable, and they create an emotional connection that makes your brand stand out.
Examples of Client Success Stories and Testimonials:
- Before-and-After Stories: Share the journey of a recent transaction, from initial meeting to closing day. Highlight any unique challenges, such as helping a client find their dream home in a competitive market. Or guide a first-time buyer through the process. These stories emphasize your role as a problem-solver and trusted advisor on your social media presence.
- Client Quotes and Reviews: Share snippets of positive reviews or direct quotes from happy clients. A graphic featuring a client’s words, like “We couldn’t have found our dream home without [Your Name].” This is impactful and creates a lasting impression.
- Home Transformations or Staging Successes: If a client took your staging or improvement recommendations, showcase the transformation! Share before-and-after photos, detailing how your guidance helped them achieve a quicker or higher-value sale. These posts provide inspiration for other sellers considering similar improvements.
How to Maximize Impact: Client stories work well as carousels or short videos. For added credibility, use real names (with permission) and specific details to make each story feel personal and authentic. Try to include a CTA encouraging viewers to reach out if they’re ready for similar results. This can turn an engaging story into an actionable lead generator.
Bringing It All Together: A Balanced Content Strategy
Creating content that incorporates educational, personal, and success-story elements ensures that your social media presence is well-rounded, relatable, and engaging.
Here’s a quick recap of how to balance these content types in your strategy:
- Educational Content: Positions you as an expert and provides value that builds trust.
- Personal and Behind-the-Scenes Content: Humanizes your brand, helping followers get to know you as more than a salesperson.
- Client Success Stories and Testimonials: Provides social proof, demonstrating your ability to achieve results and build lasting relationships.
Tips for Consistency:
- Create a Content Calendar: Map out a weekly or monthly schedule that incorporates each content type, ensuring a balanced mix. For instance, share an educational post on Mondays, a personal post mid-week, and a client success story on Fridays.
- Batch Create Content: Set aside time each week to prepare several posts in advance. This keeps you consistent, even on busy days.
- Engage Regularly: Respond to comments and messages to keep the conversation going and show followers that you’re approachable and engaged on your social media presence.
By combining these content types and sharing them consistently, you’ll build a strong, memorable social media presence that resonates with your audience, builds trust, and ultimately turns followers into clients.
Additional Resources
Supercharge Your Social Media Engagement By Doing This One Thing – There’s no question that social media is a non-negotiable in any real estate agent’s marketing strategy.
Instagram Hashtags: Boost Visibility with Smart Strategies – Here’s what you need to know about Instagram hashtags.
Bored with your feed? Try these 4 fresh social media feed ideas – Here’s how to refresh your social media feed next time you feel stuck.
