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Social Media for Real Estate Agents: Do's and Don'ts

Navigating the real estate world requires more than just industry knowledge and negotiation skills. In today's digital age, having a strong online presence is equally important. As an agent, mastering the use of social media can significantly enhance your ability to connect with potential clients and showcase your listings. This guide will offer insights into how you, as a real estate professional, can maximize the benefits of social media while steering clear of common missteps.

Why Social Media Matters in Real Estate

In the age where everyone's online, social media has emerged as a pivotal platform for various businesses, and real estate is no exception. From millennials hunting for their first apartment to families searching for their dream home, a significant portion of potential clients spends hours on social media platforms every day. But for agents, it's not merely about showcasing properties. It's about cultivating relationships, sharing stories of successful deals, demonstrating local market knowledge, and establishing themselves as trusted figures in the real estate realm.

Do's of Using Social Media

To maximize the potential of social media, here are some best practices every agent should consider:
  • Engage Regularly: Consistency is the key. While posting daily might be overkill, ensuring regular and relevant content keeps your audience engaged and your profile active.
  • Share Success Stories: Rather than only showcasing properties, narrate the journey. Share about the family who finally found their dream home or the couple who sold their property at a great price. These stories resonate more than just images of a house.
  • Use Quality Images: In real estate, visuals can make or break a deal. High-resolution, well-composed photographs can significantly enhance the appeal of your listings.
  • Engage with Your Audience: Social media is a two-way street. Always respond to comments, address questions, and encourage meaningful discussions. It's essential to showcase the human side, not just the business side.
  • Stay Updated on Trends: The digital landscape is ever-evolving. Whether it's the latest platform that's making waves or a trending topic that everyone's talking about, always be in the know.

Don'ts of Using Social Media

However, while social media offers numerous benefits, there are potential pitfalls that agents need to avoid. Being unaware of platform-specific guidelines, over-promoting, or not engaging authentically can harm your online reputation. It's essential to strike a balance, ensuring that while you showcase your work, you don't come across as overly salesy or insincere.

FAQ About Social Media for Real Estate Agents

Check out these commonly asked questions about social media for real estate agents. If you don't see the answers here, please call our office and we'll get you the information you need.

How Often Should Agents Post on Social Media?

In today's digital age, maintaining an active online presence is crucial. Real estate agents often wonder how frequently they should post to maintain relevance without overwhelming their audience. While posting 3-4 times a week is a good starting point, it's essential to remember that consistency and quality trump frequency. If you're providing high-value content that is both relevant and engaging, you'll keep your audience interested and coming back for more. However, avoid posting for the sake of posting. If you feel you're stretching thin and the content isn't valuable, it might be time to reassess. You might even consider doing a mix of content typesproperty showcases, client testimonials, community highlights, and informative pieces about the real estate process.

Is It Worth Hiring a Professional Photographer for Listings?

A picture isn't just worth a thousand words; in real estate, it can be worth thousands of dollars. With the majority of homebuyers starting their search online, first impressions matter. High-quality photographs can dramatically enhance a listing's appeal, capturing the beauty and uniqueness of a property. Crisp, well-lit photos can showcase a home's best features, giving potential buyers a compelling visual tour. These professional images can result in faster sales and even potentially higher offers. In contrast, blurry or poorly lit photos can turn potential buyers away, no matter how appealing the property might be in person. Think of it as an investment: the upfront cost of a professional photographer can lead to more significant returns in the end.

Which Social Media Platform is Best for Real Estate?

There's no one-size-fits-all answer here because each platform serves a unique purpose and audience:
  • Instagram: With its visual-centric format, Instagram is perfect for showcasing property photos, behind-the-scenes looks at the life of an agent, and highlighting local attractions. The platform's "Stories" feature also offers a more interactive way to engage with followers in real-time.
  • Facebook: Ideal for community engagement. Beyond listing photos, agents can share local news, events, and market updates. The platform also allows for the creation of groups, where agents can foster community discussions or host virtual open houses.
  • LinkedIn: This is a professional networking site, great for B2B engagement. Agents can connect with other industry professionals, share market insights, and establish themselves as thought leaders in the real estate domain.
To maximize reach and engagement, it's best to maintain a presence across multiple platforms, tailoring content to each platform's strengths and audience.

How Do I Handle Negative Comments or Reviews?

Online criticism is inevitable, but how you handle it can make all the difference. When faced with negative feedback:
  1. Stay Calm: Do not react defensively. Take a moment to understand the concern and respond with empathy.
  2. Acknowledge and Apologize: Even if you believe the comment is unjustified, acknowledge the person's feelings and apologize for any inconvenience.
  3. Take It Offline: If possible, encourage the individual to contact you directly to resolve the issue. This can prevent a public back-and-forth and shows other followers that you're proactive about addressing concerns.
  4. Learn and Improve: Use the feedback as a chance to grow. If multiple people raise similar concerns, it might indicate an area where you can enhance your services.

Should I Use Paid Advertisements on Social Media?

Paid ads can be a game-changer, allowing you to target specific demographics and increase the visibility of your listings. When considering paid advertising:
  1. Know Your Audience: Tailor your ads to the demographic most likely to be interested. If you're selling family homes, for example, target ads towards individuals in the age bracket most likely to have young families.
  2. Set a Budget: Determine what you're willing to spend and stick to it. Monitor the ROI to ensure that your ads are effective.
  3. Be Strategic: Use ads for premium listings or special promotions. Continuous paid promotions might not always be necessary if you're maintaining organic engagement with high-quality content.

Ready to Explore Your Career With Benchmark Realty, LLC?

If youre an agent whos ready to explore your options with a brokerage that has your back, discover Benchmark. Take a few moments to learn about our company and what we offer including:
  • Three simple broker plans, all with 100 percent commission
  • Cutting-edge marketing tools and consistent training, all free to you
  • 24/7 access to any Benchmark office
  • No franchise fees, no desk fees and no technology fees
When youre ready, apply to join the Benchmark family. With offices all over Middle Tennessee, including Nashville, Clarksville, Cool Springs, Murfreesboro and Hendersonville, theres a place for you to be better Be Benchmark. [gravityform id="12" title="true" description="true"]

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