Make the most of social media for your business

Finding potential buyers for your ads is one of the most important aspects of your job – and marketing is essential to your success in this task. With the important role of social media in marketing, most real estate agents maintain at least one social media account for their business. Social media has varying levels of importance, depending on your target market, but you should never come across as a technological challenge. Here’s how to get started and make your social media content the best it can be.

What to use/why to use it

Facebook, Twitter, Pinterest, Instagram and Snapchat are some of the most popular, but additional networks, such as TikTok, may emerge, and you’ll need to be prepared. Keep your business relevant and useful. Here’s a look at the biggest players right now:


Facebook is the most popular social media network in the world. It is best to use it to keep in touch with your subscribers. Create a page dedicated to your business and be sure to add a cover image and your logo. If you have a large personal following, feel free to share your business posts, but don’t post business posts from your personal page.


LinkedIn is for professionals who are looking for a job or want to network with other professionals. It’s also a good place to show off your expertise in the field. Use LinkedIn to find employees and find out what other real estate professionals are talking about. Its blogging platform allows you to showcase your thought leadership in the field. If you manage a brokerage or a large team, encourage your agents to write regular blog posts. Even a quarterly will help you build credibility and expertise in the field.


Twitter is a great tool for marketing your business and telling users about properties and open houses. It is mainly used as a dissemination tool. Messages are limited to 280 characters, so keep your messages brief, but remember to vary them so your page doesn’t seem redundant.


Instagram is a great photo-sharing network for sharing your business personality, stylish photos that showcase a great showmanship effort or property, community activities, and even great photos of the neighborhoods your businesses are in. properties.


Pinterest is a site that often details the best way to do something and essentially functions as an online message board. You can create a page geared towards other agents (and potential recruits) that shows examples of how to do things like stage a property.


Tiktok is an application that allows users to share and remix short videos. Although not widely adopted by real estate professionals, some agents have used it to connect with thousands of potential clients. TikTok can be great for building brand awareness if you put the time and effort into it.

Each platform comes with its own set of analytics, making it easy to see if your posts are effective in driving engagement and ultimately sales. Use all available analytics to optimize and refine your message.

A technology capable of scheduling publications

Facebook and Twitter allow you to schedule posts, but if you use more than one platform, it’s a good idea to use a dashboard like Hoot Suite or Agorapulse which allows you to generate all your messages from one central location. Depending on your subscription level, you can easily replicate posts across platforms and receive more detailed analytics to help you determine how your posts are performing.

Creation of an editorial calendar

Another way to schedule posts is to use an editorial calendar. To create an editorial calendar, follow these steps:

  1. Use a spreadsheet such as Microsoft Excel or Google Sheets.
  2. Decide on a time frame; usually one to three months is good, depending on how often you post.
  3. Structure your spreadsheet with vertical dates and horizontal columns that allow for each social media property, approvals, whether or not there is an image and a link to that image, the actual post date, and any comments or analysis you get after posting. You can also have fields that allow multiple authors or approvers.
  4. You can fill out some messages well in advance, including those related to dates or those announcing community events you are sponsoring.

There are four general pillars to consider when using social media on all platforms.

  1. Accuracy. It can be tempting to just tap on a message and be done with it. But the internet is not very forgiving. Typos, broken links, and other inaccuracies can damage your brand’s credibility and trust. Check before you publish, then view the published item to make sure it displays your content correctly.
  2. Relevance. Don’t post just to post. Make sure that everything you post has some value for your reader. Social media is a crowded landscape with lots of content competing for eyeballs. The more relevant your content, the more likely it is to encourage engagement. Remember: Engagement with a post is good, even if it doesn’t lead to a sale.
  3. Positivity. There is a lot of negativity on the internet. Don’t engage in it. Never disparage a competitor or take sides. Stay away from politics and religion. Remember, sometimes the value of a message is that it is upbeat. If the weather is nice in an area where you have property, post about it.
  4. Personality. Social media is an opportunity to show your unique identity as a brand. An Instagram photo of your agency serving meals to the homeless shows that you are compassionate; a Facebook post showing your team at a Cubs game shows how fun you are. These are qualities a client looks for in an agent, and social media is a great way to show them off.

In addition to these four pillars, there are a number of best practices to keep in mind when posting on social media.

  1. Don’t overload. You need to find the right balance of how many posts on each social network you can realistically create. It’s better to post infrequently than to post too much, because once someone unfollows you, they’re unlikely to come back.
  2. Use images when you can. Statistics show that posts with images on social media get a lot more engagement.
  3. Check your analytics. Many social media sites and dashboards have built-in analytics of how your posts are performing. Enjoy it as much as possible. You might find that your users interact more in the afternoon or that they really like neighborhood posts.
  4. Monitor and interact with your users. Watch how people react to your posts and respond to them. By doing so, you will show that your company is caring, responsive and involved with your customers. If someone sends you a direct message or asks a specific question, respond as soon as possible with a relevant answer.
  5. Don’t get drawn into a fight. Many people use social media as a platform for complaints. Often when someone is clearly looking for a fight, others who see the message will fight the tone without you getting involved. It’s not a good idea to remove posts that criticize your business, but be sure to post rules of engagement on your page, and feel free to remove any post that violates those rules.

Learn more about social networks

To learn more about how to get the most out of your social media marketing, click here to start your seven-day free trial of AgentEDU today and watch our course on determine your target market and develop the right advertising message.


AgentEDU® is a platform where agents of all skill levels can come and watch 10-minute video lessons for the many situations that successful agents need to master. From essential to advanced and everything in between, AgentEDU® courses help agents become top producers with increased earnings and a plan for continued growth. For a 7-day free trial, sign up here.

AgentEDU® is a Publishing Agents brand. For nearly two decades, Agent Publishing has been committed to providing residential real estate professionals with the information and training needed to build successful and meaningful careers in their local markets. Agent Publishing’s influence extends to every career stage and reaches agents through print, digital, events and e-learning.

Comments are closed.