Unlock the power of posts: the 2024 guide to effective social media

In today’s hyper-connected world, social media isn’t just a trend; it’s a powerhouse tool for real estate brokers and agents. It transcends mere listings and transforms you into a trusted resource, a local expert, and a friendly face in a sea of transactions. But with so many platforms and ever-evolving algorithms, navigating the social media landscape can be daunting. Weichert® is here to help with our 2024 guide to effective social media.

At Weichert, we’re fans of refreshing the fundamentals. Why does social media matter for your real estate business?

• Massive reach. Social media allows you to expand your network beyond traditional channels, and connect with potential clients anywhere, anytime.
• Brand building. It’s a great forum to showcase your expertise, values, personality, and anything else that makes you you.
• Lead generation. You can attract qualified leads through engaging content. From there, you can begin to establish trust and build relationships.
• Community engagement. Social media is the ultimate crowd-builder. You can foster connections with past clients, neighbors, and local businesses to create a positive online presence.

Now, how can you create content that engages people and leads to conversion? Here are a few strategies to reel them in. Remember, content is king in the social media world.

Go beyond listings. While showcasing listings is crucial, prioritize diverse content that educates, entertains, and inspires. Share insights on local trends, neighborhood spotlights, and relevant market data. Give sneak peeks into your work life as a real estate broker, introduce your team, and share personal anecdotes to build trust and relatability. Be generous with your expertise and share what you know, including all kinds of tips, such as:

• Homeownership tips with invaluable advice on staging, financing, renovations, or first-time buying.
• Local recommendation tips that highlight hidden gems, events, and community features. It’s a great way to showcase your knowledge and passion for the area.
• Insider’s tips that demystify complex topics like mortgages, legal processes, or home inspections. Offer some expertise in clear, digestible, and calming ways.

Tap into visual storytelling. Yes, content is king, and so is its visual expression. The old saying, “a picture paints a thousand words” couldn’t be truer than with social media. Keep the following tips in mind when developing your posts:

• Use high-quality photos and videos. The investment in professional visuals that showcase properties, community features, and your personal brand, will pay off in the end.
• Offer live video tours with immersive experiences of listings, and that answer questions in real-time and foster engagement.
• Create Instagram stories and reels with dynamic formats that share quick updates, behind-the-scenes glimpses, and fun, engaging content.
• Pay attention to virtual staging to enhance a property listing, highlight its potential, and maximize its appeal.

Be authentic and engaging. The first step toward engagement is to be engaging. Sometimes, we can overthink how to do that. Just simply be yourself. Let your personality shine through, connect with your audience on a human level, and build genuine relationships. 

With authenticity as your North Star, you can tailor your messaging based on who you’re speaking to and on which platform. For example:

• Facebook is ideal for building a community, sharing longer-form content, and running targeted ads.
• Instagram is excellent for visual storytelling, showcasing properties, and reaching a younger demographic.
• TikTok is perfect for short, engaging video content, reaching younger audiences, and showcasing your personality.
• LinkedIn is great for professional networking, establishing expertise, and connecting with industry professionals.
• YouTube is powerful for in-depth content, tutorials, and market updates, and building thought leadership.

Be professional and strategic. Being yourself, whether it’s by showing your humorous side or your unique interests, doesn’t mean letting go of your professionalism. While social media can feel quite informal, your approach should be all business. Monitor all activity on your pages. Maintain quality control. Be sure to respond to comments and messages promptly. Show you care about your audience by swiftly answering questions and addressing concerns directly. 

And remember, these are not personal social posts. You can be friendly and sincere, but you always want to represent yourself as a true professional. Therefore, reserve the right to pause before posting. Social media can be instantaneous, which can be both good and not so good. Take the time to step back for a moment before clicking post or send. Ask yourself:

• Is this post strategically aligned with what my business stands for? 

• Does it position me and my team in the best light? 

• Will I feel proud of this post a week from now? A year from now? 

Consistency, quality content, and genuine engagement are key to social media success. Weichert has the resources to help brokers and agents like you succeed in 2024. Reach out to us today.