Navigating the unwritten rules of social media is no easy feat.
We’ve all seen those accounts that make social media look easy, using creative color themes (like this all-blue Instagram account or this neutral-toned home design account) and strategic hashtag combinations (#hashtagsfordays) that effortlessly entrance their ever-increasing number of followers.
So what’s the secret to social media success? My answer: there isn’t one.
What works for one person or account won’t necessarily work for the next, and believe me when I say that creating curated accounts like the ones above is far from effortless. But that doesn’t mean that you can’t create a beautiful, engaging social media brand without it taking over your entire life (unless you’re striving for that coveted #influencer status, that is).
These three simple steps can help you grow your social media presence — but first, it’s important to understand your audience.
Choose your platform wisely…
LinkedIn is most effective for building your business network through interactions with other professionals.
While you’re free to promote your business by advertising new listings and open houses, you’ll likely receive more engagement with content that is aimed at forming business relationships rather than trying to find new clients.
What to post on LinkedIn:
Thought leadership (goals for 2020, lessons learned)
Articles with your commentary or thoughts
Thoughtful interactions with other people’s posts
. . . . .
Facebook and Instagram are most effective for connecting with potential clients.
This is where you’ll want to promote listings, open houses, recently sold properties, and more. Both platforms are very visual, so eye-catching images and short videos are more likely to capture potential clients’ attention than long blocks of text.
What to post on Facebook & Instagram:
Engaging graphics, images, and videos
A touch of personal experience
Compelling and relevant content
. . . . .
Once you understand the social media landscape and know which audiences you’re targeting, follow these three steps to build your social media brand.
Step 1: Create engaging content
Post consistently
You don’t have to post daily, but even if you don’t post often, it’s important to be consistent so your followers know what to expect.
Example: Post new listings on Mondays, fun facts on Wednesdays, and open houses on Fridays.
Change up your content
Use a posting formula to avoid repetitive content and keep your followers interested.
Example: Your social presence doesn’t have to be controlled by your calendar. If you only want to post once or twice a week, simply choose an order and stick to it — new listing, fun fact, open house, personal photo, repeat.
Start conversations
Engage your followers by using your captions to ask questions, add a personal touch, or tell a story. Short and sweet captions work well, but often don’t offer much for your followers to connect with.
Pro tip: Looking for fresh, original content to post? Check out ListReports’ hand-crafted social media Shareables — they even include a suggested caption to make posting even easier!
Step 2: Build a following
Interact with current followers
Respond to comments on your photos, follow people back when they follow you, and comment on their photos in return to establish a relationship
Use popular, searchable hashtags
Hashtags are only useful if people actually search for them, so using keywords such as #realestate or #openhouse will make your posts easier to find.
Locations and common phrases (such as #lagunabeach or #beachhome) work well too, as interested buyers may comb hashtags for inspiration or to check out different areas.
Collaborate with your team
If you don’t have any new listings and are short on content ideas, help your team out by posting about their listings (and don’t forget to tag them!). This will help their posts gain visibility, encourage people to follow you, and may even drum up business because you’ll both be reaching a larger sphere of influence!
Pro tip: Don’t forget to consistently communicate with your followers through your captions and comments — remember, hashtags increase visibility, but interacting with your followers is what keeps them engaged.
. . . . .
Step 3: Establish yourself as the area expert
Show off local highlights
Share fun events, hidden gems, and beautiful nature shots to further emphasize your area expertise by showing clients why you love where you live — and why they will too!
Share your personal experience with the area
Being authentic about why you love living in your area will naturally garner interest, and make it easier for followers to connect with you on a personal level. Remember, people follow people!
Build credibility so your listings stand out
Showcasing area highlights provides context for your listings and helps them stand out, instead of being drowned in a sea of similar posts.
Plus, demonstrating how well you know the area builds credibility, and may inspire your followers to reach out to you for advice or even move there themselves!
. . . . .
Building a social media presence can seem daunting, but it’s not about posting every day or even having professional-grade photos. You can create a devoted following simply by being consistent, strategic, and authentic.
If social media feels like a chore to you, it will for your followers too. So have fun with it!
Create a formula or theme that inspires you to post, share what you’re passionate about, and don’t be afraid to show off your humor and personality (or adorable pets, because who doesn’t love that?).
People follow people. So use your social media to tell us — who are you?
Article written by: Ashley Musick, Communications Manager
