05.1.2024 PropStream
When used correctly, social media is a powerful tool for real estate agents. However, without a proper strategy, goal, or knowledge of how to use social media for your real estate business, it can quickly feel like time wasted.
In this article, we’ll explore four common social media mistakes agents make and how to fix them. But first, let’s discuss why agents should use social media and how to tailor your content for each platform.
Table of Contents
Why Use Social Media as an Agent? (+ How to Do It)4 Common Social Media Mistakes and How to Fix Them
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- Mistake #1: Ignoring Comments
- Mistake #2: Sharing Client Information Without Permission
- Mistake #3: Publishing Overly Salesy Social Content
- Mistake #4: Relying Too Much on AI-generated Content
Key Takeaways
- Social media is a powerful tool to build your brand and expand your network.
- Research each platform to tailor your content and attract the appropriate audience.
- Many agents ignore comments, post personal information without client permission, publish overly "salesy" content, and rely too much on AI. Learn how to fix these social media mistakes.
Why Use Social Media as an Agent? (And How to Do It)
For many agents, social media isn’t the best tool for lead generation. However, don’t write it off just yet, as it is crucial for building brand awareness.
For example, you can use social media to attract attention in your community, showcase your expertise, and network with buyers, sellers, and other agents. However, it’s important to note that not all platforms are the same. Here’s a quick overview of tailoring your content for some of the most popular social platforms.
With Facebook’s 190 million active U.S.-based users, it belongs in your marketing plan.
You can publish plain-text posts, but it’s wise to focus on high-quality photos and videos to grab attention as well. The wonderful thing about Facebook is that users of all ages frequently check-in and use it to learn more about what’s happening around them.
Whether you want to appeal to first-time homebuyers, senior owners, or somewhere in between, Facebook is a versatile platform bursting with potential.
Since Instagram is a primarily visual experience (with stories, images, reels, and other video capabilities), it’s better used for visually stimulating content.
For example, photos from a listing you’re selling, Q&As, video walkthroughs (or virtual tours), or interview clips fit in phenomenally on Instagram.
TikTok
TikTok tends to attract a younger crowd (over 36% are 18 to 24 years old, and over 32% are 25 to 34), making it a prime place to cater content to first-time homebuyers. As a video-oriented platform, it’s also a great place to engage buyers and sellers with helpful tips, like:
- First-time home buyer resources (e.g., financing, programs, grants)
- How to save for a down payment
- Maintenance tasks new homeowners may not be aware of
- The buying process (e.g., contracts, steps like appraisals and inspections, fees to expect, etc.).
LinkedIn is a business-oriented platform. Instead of showcasing properties, focus on networking with other professionals, highlighting your achievements, and building trust for your brand.
4 Common Social Media Mistakes and How to Fix Them
Regardless of which platforms you decide to be active on, be sure to avoid these universal social media mistakes:
Mistake #1: Ignoring Comments
When people comment on your posts—especially if they have questions about a listing—they expect you to respond.
Not responding can come across as impersonal or aloof. Even worse, you might miss out on a potential sale if the commenter planned to use the answer to determine whether or not they wanted to pursue a listing.
Solution: Interact With Commenters
The more engagement your post gets, the more people it will reach. One of the best ways to drive engagement is to encourage comments and respond to them within 24 hours.
That doesn’t mean you have to be on your phone all day. Take 15 minutes daily to respond to comments and direct messages on social media. Or consider hiring an assistant to do it for you.
Mistake #2: Sharing Client Information Without Permission
Sharing your wins on social media is a great way to showcase your expertise and connect with leads.
But be careful—posting personal information about your clients without permission can hurt your relationship with them or your reputation.
Solution: Ask Before Posting About a Client
The solution is simple: ask before you post!
If you want to share a celebration post after a successful home sale, just ask the client if they’re okay with it, clarifying what you’ll show and say. Most will likely say yes. They may even be excited about it and want to take a fun picture with you.
Mistake #3: Publishing Overly Salesy Social Content
Social media isn’t the best place to sell for most agents. In fact, the average REALTOR® only generates 2% of their business directly from social media.
If all you’re doing is promoting listings and asking for business, people are less likely to engage with your content. Overly salesy content can come across as impersonal at best and spammy at worst.
Solution: Focus on Building Trust
Use social media primarily to build relationships and trust for your brand.
This means posting various content types your followers genuinely want to read or watch. For example, you might rotate publishing available listings, sale celebrations, how-tos or tips for buyers and sellers, and even tips for becoming a real estate agent.
Sprinkling in overt lead-generation posts every once in a while is okay. Just make sure to surround it with content that engages, informs, and entertains your audience without asking for anything in return.
Pro Tip: Rather than attempting to generate leads via social media, where your content is broadcast to the masses (some of whom may not currently be on the market to buy or sell), target your lead generation efforts. A real estate data platform like PropStream allows you to find motivated sellers based on designated criteria (e.g., pre-foreclosure, divorce, pre-probate, etc.) before creating your own lead lists and reaching out.
This approach allows you to focus on brand awareness on social media while maintaining a plentiful lead source.
Mistake #4: Relying Too Much on AI-generated Content
Generative AI has improved immensely over the last several years and can help streamline your social content if you’re short on time.
However, a word of caution: it’s still easy to recognize AI-generated content if you’re simply copying and pasting everything you generate. It tends to be boring and blend in with everyone else’s posts.
Solution: Highlight Your Brand Voice in Your Social Copy
While using AI to create content here and there is okay, remember that your audience wants to hear from you. That means videos and written content that feature your unique personality and brand voice.
Here’s a simple rule of thumb when using AI content on social media: Use it to generate ideas or create a base, but make sure you add your own spin to the content before publishing.
PropStream It!
Now you know how to use social media to build brand awareness, but where are you supposed to actively search for leads while waiting for the seeds you planted on social media to blossom into opportunities?
Two words: PropStream It!
PropStream is your end-to-end lead generation and acquisition platform, taking the guesswork and heavy lifting out of finding quality real estate leads.
With PropStream, you can:
- Find motivated sellers in minutes using advanced filtering capabilities
- Perform in-depth research into properties of interest
- Run comparables to determine an estimated value for subject properties
- Create custom marketing lists
- Collect homeowner contact information via skip tracing
- Execute marketing campaigns with postcards, emails, and a free landing page
And more!
Try PropStream free for 7 days to see why agents love using it to streamline day-to-day operations and generate the best listing opportunities.
Psst! Each 7-day trial includes 50 complimentary leads.
