Social media has become an integral part of the estate agent’s toolkit. With platforms such as Facebook, Twitter, Instagram, LinkedIn, and TikTok, estate agents can communicate with potential clients, build relationships, and promote their listings. However, not all social media updates are created equal. In this article, we will discuss the best practices for social media updates for estate agents and show you the agents doing a GREAT job!
Know your audience- the local community
The first step in creating an effective social media update is to understand your audience. Who are they? What are their interests? What do they expect from you? By knowing your audience, you can tailor your updates to their interests and preferences. As an agent that means local content. How can you show you are invested in the area and that you give back?
Wards are a great example, who know that local community matters to their followers. They share many of their charitable activities.
Use visual video content of properties
Videos on social media generate twelve times more shares than text and images.
Visual content such as videos can be more engaging than text alone. Use high-quality videos to catch the attention of your audience and make your updates more visually appealing. For estate agents, this means using high-quality videos to showcase properties in the best possible way.
Storeys Cheshire showcase stunning videos of properties with real agents – making their social media more like a TV clip than the same old.
Use blogs to drive traffic
In a recent study, 66% of marketers reported using blogs in their social media content.
Blogs are a great way to share your thoughts and ideas with the world. They provide an easily accessible platform for connecting with like-minded individuals, and can be used to foster discussion about topics that you care about. Blogging also allows you to build relationships, increase your online presence, and grow your network – everything an agent needs!
Share amazing news and data
Sharing property and market data on social media can be a powerful way to engage with your audience and establish your brand as an authority. JDG do this VERY well!
Use a headline for each post
“A good headline increases your odds of getting eyeballs on what you’ve written, which is why writing headlines is a crucial skill” – Social Media Today
In addition to the article, incorporating a short headline that describes the social media content can also be an effective strategy. For estate agents, using a headline like “Property of the week” or “New listings alert” can catch the attention of your audience and make it clear what the update is about. This can also be useful in creating a consistent format for your updates, which can help your audience know what to expect and when. Just make sure that the headline is concise and accurately reflects the content of the update. See how Poole Townsend do it here:
Use emojis to break up the text
A study analyzed 31 million tweets and half a million Facebook posts to find that emojis were a common factor in predicting social status and influence (source).
Using emojis can be an effective way to showcase features because they add visual interest to the text and can convey meaning quickly and efficiently. Emojis are a universal language that can be easily understood by people from different backgrounds and cultures, making them a great way to communicate features without relying on text alone.
Social media users have short attention spans, so it’s essential to keep your updates short and to the point.
Using emojis to highlight specific features of a property can make the updates more visually appealing and help them stand out in a crowded social media feed. For example, using a house emoji to highlight the number of bedrooms, or a tree emoji to highlight a property’s outdoor space, can catch the attention of potential buyers and make the features more memorable.
Overall, using emojis can be a simple and effective way to enhance social media updates and make them more engaging for your audience. Just be careful not to overuse them, and make sure that they are relevant and add value to the content.
Be creative with layout
Showing multiple images all at once can help grab the attention of your audience as they scroll through their social media feeds.
Take a look at this from JDG – an example of how one image can show a few points – so with that single glance, the viewer has 3 bits of information! Clever!
Use hashtags
“The sweet spot for the right number of hashtags to use per tweet is between one and two. If you follow a strategy like this closely, you can gain 21% in engagement.” – Twitter Ads Guidance
Using hashtags is essentially a way to group together conversations or content around a certain topic, making it easy for people to find content that interests them.
That’s why hashtags are a great way to make your updates more discoverable. Use relevant hashtags in your updates to reach a wider audience and increase engagement. For estate agents, this means using hashtags related to the location, type of property, and market trends.
Here’s an example of doing it for the wider areas.
Engage with your audience
Social media is a two-way conversation. Engage with your audience by responding to comments and messages promptly. Ask for feedback, respond to questions, and show your audience that you value their input. For estate agents, this means responding to inquiries promptly and providing helpful information to potential clients.
Experiment with different types of content
Don’t be afraid to experiment with different types of content. Try using different formats to keep your audience engaged and interested. Mixing various types of media – from houses and quotes to lovely advert quality designs breaks up your feed and helps keep it fresh!
Show your teams and be real!
Showcasing your team on social media can be a valuable way to build trust with your audience and humanize your brand. People do business with people they know, like, and trust, and featuring your team members on social media can help establish that personal connection.
By highlighting your team’s expertise, experience, and personalities, you can show your audience that you have a knowledgeable and dedicated team working behind the scenes. This can help build credibility and establish your brand as a trustworthy source in the industry.
Social media users can quickly spot inauthenticity, so be genuine and honest in your updates. Show your personality and let your audience get to know you. For estate agents, this means showing your passion for the property market and providing personalized service to potential clients.
Share Reels or live videos
45% of consumers say they would like to see more live video from brands on social.
Reels and Lives are a relatively new feature on social media platforms like Instagram and Facebook, and they have quickly gained popularity due to their engaging and entertaining nature.
Agents can use them to have extra content – and the good news is you can use it on Instagram AND Facebook.
Be contactable – human – and provide real value!
Your social media updates should provide value to your audience. Whether it’s sharing helpful tips or promoting a new property listing, make sure your updates are relevant and useful to your audience. For estate agents, this means providing helpful information about the property market, mortgage rates, and other useful information to potential clients.
One great example is Charlie from James Sellicks who has combined nearly all the tips here on their page.
In conclusion, social media updates can be a powerful tool for estate agents to build relationships with potential clients, promote their listings, and drive engagement. By following these best practices, estate agents can create effective campaigns and engagement.