Creating a Real Estate Social Media Strategy.
A practical guide to creating a real estate social media strategy with clear goals, defined audiences, useful content themes and meaningful measures of success.
Posting regularly is not the same as having a social media strategy. An agent can publish each week without knowing who the content is for or what it should achieve.
A useful strategy explains the audience you want to reach, the reputation you want to build, the subjects you will cover and how someone can take the next step.
The strategy does not need to be a long document. It needs to be clear enough to guide everyday choices.
Set a business goal first.
Begin with the result social media should support. Goals such as “get more followers” describe activity, not business value.
A stronger goal might be to:
Become the recognised sales agent in a particular suburb.
Generate more appraisal conversations with local owners.
Build trust with homeowners who may sell within the next year.
Develop a stronger profile in prestige homes, apartments or downsizer property.
Stay connected with past clients and encourage referrals.
Choose one goal for the next three months. It will guide the platforms, topics and measures you choose.
Define the audience clearly.
“Anyone who may buy or sell property” is too broad. Describe the people you most want to help.
For example:
“Homeowners in Greenview who have lived in the same family home for ten years or more and are starting to consider their next move.”
This suggests topics such as preparing a long-held home for sale, understanding buyer demand and planning the next move.
Write down:
Where the audience lives.
The type of property they own or want.
Their likely questions and concerns.
The decisions they may face next.
The type of advice they would value.
Your content should make these people feel understood.
Decide what you want to be known for.
People form an opinion from repeated small signals. Name the qualities you want your content to demonstrate.
You may want to be known for calm advice, local knowledge, clear communication or careful negotiation. Choose qualities that are true of your service.
Show these qualities through useful explanations, examples and the way you respond to people.
Choose four or five content themes.
Content themes make planning easier and create a balanced profile.
A sales agent might use:
Seller education: Pricing, preparation, marketing, offers and negotiation.
Local market knowledge: Recent activity, buyer demand and suburb observations.
Campaign stories: Decisions, challenges and lessons from current or completed sales.
Social proof: Reviews, results and client experiences shared with permission.
People and community: Team members, local businesses, events and personal interests.
The first four themes should carry most of a vendor-focused strategy. Property promotion should not crowd out useful advice.
Give each platform a clear role.
Choose a main platform for regular contact with your audience. Add one support platform if you have the time.
For example, Instagram may hold visual local content, while Facebook supports community and past-client relationships. LinkedIn may serve professional contacts.
Adapt ideas so the format and wording suit each platform.