Social media is a robust device for actual property brokers, however figuring out what to not publish is simply as essential as figuring out what to share. Professional Jessi Healey outlines the highest errors to keep away from, from posting an excessive amount of to ignoring feedback, so you may preserve a sophisticated, skilled and reliable on-line presence.
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Social media will be your biggest asset — till it isn’t. Whereas a sophisticated on-line presence can construct belief and entice purchasers, careless errors can have the other impact, undermining your credibility and driving prospects away.
The excellent news? These pitfalls are simple to keep away from with a little bit of foresight and technique. Right here’s a rundown of the most typical social media fake pas for actual property brokers and how one can avoid them.
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 will be impersonal and pushy.
As an alternative, purpose to create a steadiness. Share invaluable content material, comparable to suggestions for first-time patrons, market developments or behind-the-scenes seems at your work. Make your viewers really feel seen and supported — not bought to.
2. Keep away from polarizing matters
Social media shouldn’t be the place to air political or private grievances. Whilst you may really feel strongly about a problem, 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 essential to you, however achieve this positively and inclusively.
Preserve your content material skilled and targeted on actual property. For those who’re passionate a few trigger, assist it in a means that aligns with your corporation, comparable to taking part in an area charity or neighborhood occasion.
3. Don’t neglect your feedback and messages
Ignoring feedback or leaving messages unanswered sends the mistaken message. It might probably make you seem unresponsive, even for those who’re busy.
Put aside time every day to examine your social media accounts. A fast, pleasant reply reveals you’re engaged and worth your viewers. And don’t simply reply to the straightforward questions — acknowledge suggestions, even when it’s essential, with professionalism and care.
Typically, addressing unfavorable suggestions is extra essential 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 interact in on-line arguments
Detrimental feedback occur, however responding defensively or emotionally can escalate the scenario and injury your status.
Don’t feed the trolls by getting right into a back-and-forth argument, although. As an alternative, handle issues calmly and professionally. Provide to take the dialog offline to resolve the problem. A well mannered, solution-focused response reveals that you just take suggestions severely and prioritize your purchasers’ satisfaction.
5. Don’t publish with out proofreading
Typos, grammar errors and incorrect info 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 for those who’re sharing authorized or market info.
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 doable, use authentic 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 interesting.
7. Don’t neglect to reveal partnerships
Transparency is essential in sustaining belief along with your viewers. For those who’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 holding 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 facet, posting inconsistently could make your account look uncared for.
Keep on with a content material calendar that balances frequency and selection. A mixture of property updates, instructional posts and community-focused content material will hold your viewers engaged with out feeling spammed.
9. Don’t use social media as your solely device
Whereas social media is a robust solution to join with purchasers, it shouldn’t substitute different key elements of your corporation. Neglecting face-to-face networking, e mail communication or web site updates can go away gaps in your technique.
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 knowledgeable presence in all areas.
Social media is a robust device, nevertheless it’s solely as efficient as the hassle and technique behind it. Avoiding these frequent missteps is not going to solely shield your skilled status but additionally enable you construct belief and significant connections along with your viewers.
By staying aware of what to not do, you may elevate your social media recreation and give attention to making a digital presence that pulls purchasers, helps your targets and represents you because the educated, skilled agent you’re. In any case, each publish is a chance — ensure you’re utilizing it correctly.
Jessi Healey is a contract author and social media supervisor specializing in actual property. Discover her on Instagram, LinkedIn, Threads, or Bluesky.
