Social media is a robust device for actual property brokers, however figuring out what to not submit is simply as necessary as figuring out what to share. Skilled Jessi Healey outlines the highest errors to keep away from, from posting an excessive amount of to ignoring feedback, so you possibly can keep a sophisticated, skilled and reliable on-line presence.
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Social media might be your biggest asset — till it isn’t. Whereas a sophisticated on-line presence can construct belief and appeal to purchasers, careless errors can have the other impact, undermining your credibility and driving prospects away.
1. Don’t make all of it about you
Focusing solely in your achievements, listings and gross sales is tempting, however social media isn’t only a bragboard. Overloading your feed with “Just Sold!” posts and self-promotion might be impersonal and pushy.
As an alternative, intention to create a steadiness. Share priceless content material, resembling suggestions for first-time consumers, market tendencies or behind-the-scenes seems to be at your work. Make your viewers really feel seen and supported — not offered to.
2. Keep away from polarizing subjects
Social media shouldn’t be the place to air political or private grievances. Whilst you may really feel strongly about a difficulty, these posts can alienate potential purchasers who don’t share your perspective. That doesn’t imply you can’t or shouldn’t be genuine about what’s necessary to you, however accomplish that positively and inclusively.
Maintain your content material skilled and centered on actual property. If you happen to’re passionate a few trigger, assist it in a manner that aligns with your online business, resembling taking part in an area charity or group occasion.
3. Don’t neglect your feedback and messages
Ignoring feedback or leaving messages unanswered sends the unsuitable message. It might make you seem unresponsive, even when you’re busy.
Put aside time every day to test your social media accounts. A fast, pleasant reply exhibits you’re engaged and worth your viewers. And don’t simply reply to the simple questions — acknowledge suggestions, even when it’s vital, with professionalism and care.
Typically, addressing unfavorable suggestions is extra necessary for these watching than for the particular person criticizing you. Most individuals will solely lurk on social media, however they’re watching, and the way you deal with unfavorable feedback considerably impacts their impression of you and our enterprise.
4. Don’t have interaction in on-line arguments
Unfavourable feedback occur, however responding defensively or emotionally can escalate the state of affairs and harm your repute.
Don’t feed the trolls by getting right into a back-and-forth argument, although. As an alternative, deal with considerations calmly and professionally. Provide to take the dialog offline to resolve the difficulty. A well mannered, solution-focused response exhibits that you simply take suggestions severely and prioritize your purchasers’ satisfaction.
5. Don’t submit with out proofreading
Typos, grammar errors and incorrect data could make you look careless, even when the error is minor. In actual property, the place consideration to element is vital, these missteps can hurt your credibility.
Earlier than you hit “post,” take a couple of minutes to proofread. Double-check that itemizing particulars, addresses and pricing are correct. Confirm your sources to make sure accuracy when you’re sharing authorized or market data.
6. Keep away from overusing inventory images
Whereas inventory images can fill gaps in your content material calendar, counting on them too closely could make your feed really feel generic.
Every time potential, use unique visuals. Excessive-quality images of properties, behind-the-scenes snapshots and even candid moments from open homes or at your desk could make your content material extra relatable and fascinating.
7. Don’t neglect to reveal partnerships
Transparency is essential in sustaining belief together with your viewers. If you happen to’re collaborating with an area enterprise, selling a service or sharing sponsored content material, at all times disclose the connection.
Failing to take action could make you seem dishonest or inauthentic, which may erode belief and credibility. A easy “In partnership with … ” goes a good distance in retaining your viewers knowledgeable, and in some conditions, it’s a requirement.
8. Keep away from spamming your viewers
Posting too typically or sharing repetitive content material can overwhelm your followers and result in unfollows. On the flip aspect, posting inconsistently could make your account look uncared for.
Persist with a content material calendar that balances frequency and selection. A mixture of property updates, academic posts and community-focused content material will maintain your viewers engaged with out feeling spammed.
9. Don’t use social media as your solely device
Consider social media as one piece of the puzzle. A well-rounded strategy ensures you’re reaching purchasers throughout a number of touchpoints and sustaining an expert presence in all areas.
Social media is a robust device, nevertheless it’s solely as efficient as the trouble and technique behind it. Avoiding these frequent missteps is not going to solely shield your skilled repute but additionally aid you construct belief and significant connections together with your viewers.
By staying conscious of what to not do, you possibly can elevate your social media sport and give attention to making a digital presence that draws purchasers, helps your targets and represents you because the educated, skilled agent you’re. In spite of everything, each submit is a chance — ensure you’re utilizing it properly.
Jessi Healey is a contract author and social media supervisor specializing in actual property. Discover her on Instagram, LinkedIn, Threads, or Bluesky.
