Creating engaging and effective social content is one of the biggest challenges for all business owners—including real estate agents. There are hundreds of classes, seminars, and theories aimed at cracking the content code, but the secret to success lies in the 10 basic principals outlined below. For more great insights, check out our Pro-Series course: Social Media Success in Under 15 Minutes Per Day.
1. Give your followers a reason to engage
The goal of encouraging engagement on your real estate social media channels is to put yourself in your followers’ shoes. Does the piece of content spark an emotion? Does it give potential real estate clients and other followers a much-needed relief from the woes of everyday life? If the answer is yes, they will be all the more likely to like, comment, and share that piece of social content. And remember: Engagement is not always about self-promotion.
2. Think positive
The use of positive and inviting language is infinitely more likely to attract real estate prospects than negative vibes. Remember to stay upbeat and steer clear of words that could turn off your audience.
3. Remember to K-I-S-S (keep it simple, stupid)
Studies show that longer posts get very little engagement on social media. So keep your social content brief and concise, and let an image, video, or link do the storytelling for you!
4. Have a conversation
Your followers want to be spoken to by human beings, not robots. That being said, it’s your job to do your best to make up for the lack of face-to-face interaction online and really get on their level.
5. Ask yourself: Is it shareable?
Shareable content is the mecca of everything that exists on the web. In the fast-paced and ever-changing state of social media today, if your social content is not shareable, it simply won’t get very far. Learn everything there is to know about your audience on social media and do your best to strike a chord with them.
6. Know how to properly curate
Content curation is a great loophole in the production process. Not only does it take care of several roadblocks in creating authentic social content (i.e., running out of ideas for what to post), it also establishes your real estate business as an expert in your field. Properly curating content from outside sources will make your Facebook page or Twitter feed a destination for information.
Buying and selling a house takes teamwork…let’s work together! https://t.co/R662owEgVm
— Beth Caldwell (@CaldwellRealtor) December 26, 2017
7. Be mindful of the 4-1-1 rule
Maintaining proportions for the types of posts you produce will keep your real estate social media page on track without deterring any of your followers. Our favorite rule of proportions is the 4-1-1 rule, which states that for every six social media posts, four should curate information from other relevant sites, one should be a personal piece you’ve created yourself, and one should be a high-value piece to promote your real estate business or brand.
8. Keep it timely
Stay current! Try to plan your posts around big events happening in your town or buzzworthy news stories. If you are linking to an article in a post, make sure the article was written in the last couple years (i.e., not an article from 2007) to keep the information fresh. If you are using a content management tool to pre-schedule social content, make sure that posts you are scheduling for the future are either timely for that date or evergreen (i.e., can be used anytime).
9. Use visuals to enhance your message
Remember that image posts and video posts tend to get much higher engagement rates on social media compared to text-only social content. Likeable Local’s Graphic Designers lay out some of the best tips for creating branded images for your posts.
10. Tell a story with your social content
Never underestimate the power of storytelling, especially on social media. Walking your audience through the history of your real estate business and how it came to be is a great way to create a personal post (and is sure to get lots of great engagement). People love hearing stories, and the people that follow your page will be excited to hear yours.
Creating content for your real estate social media accounts is an ongoing battle. However, once you’ve developed a clear strategy, you’ll be able to publish fresh social content with ease. Now, it’s time to take your posts to the next level. You can also download Likeable Local’s eBook for even more info. If you are experiencing a “content crunch” and are stuck on what to post on your real estate business page, these resources will give you some new ideas and direction.
This article was modified with permission from likeablelocal.com.