As a real estate agent, you probably already know that social media has the potential to connect you with a lot of potential clients. Social media platforms like Facebook, twitter, LinkedIn and Pinterest can connect you to a huge audience at little or no cost.
But you might not know what kinds of content real estate agents can post and share on social media. What kind of information should you be sharing? What types of content work well on social media? Where you even begin?
Fear not. I’ve got you covered!
Types of Content Agents Can Post on Social Media
There’s really no limit to the type of information or content you can post onto your social media accounts. But having worked with many clients on social media campaigns in the past, I can tell you that some kinds of content work better than others, in terms of generating interest, engagement and leads.
In this article, I’ll summarize some of the most effective social media post ideas and content types for real estate agents.
1. Behind-the-Scenes Content
Consider sharing behind-the-scenes photos or videos of your daily activities as a real estate agent. This might include photos or footage of you visiting and evaluating properties, attending meetings, or preparing an offer on behalf of a client.
This kind of social media content can help “humanize” you in the eyes of potential clients. It also makes you more relatable, which can go a long way in terms of generating leads. Show people what goes into buying or selling a home. Show them a day in the life of a real estate agent.
Here’s a real-world example:
I once saw a real estate agent on Twitter post pictures of herself shoveling a snowy walkway leading up to a house, prior to a showing. Her caption said: “A listing agent’s job is never done.” That tweet generated a slew of positive comments. People said things like, “I know who I’m calling when I’m ready to sell.” That’s some social media magic right there.
2. Blog Posts
When done right, real estate blogging can help you bring a lot more traffic (and potential clients) to your website, day after day. It also gives you a lot of content that you can share through your social media accounts. In the content marketing world, this is known as repurposing.
Why use it once, when you could use it twice?
If you publish new blog posts on a regular basis, you’ll end up with a large amount of useful material. You can give this content a “second life” by channeling it into your social media campaign.
For instance, you could break up a lengthy blog post and use it to create a series of social media posts around that one subject. Each post could link back to the blog, where readers can learn more about that subject. Use your imagination. Think about the different ways you might integrate your blogging and social media strategies.
3. Client Success Stories
Success stories from past clients are a great thing for real estate agents to post and share on social media. For example, you could share a story about how you helped a couple find their dream home. Or how you helped some homeowners sell their property quickly, even in a slow market.
Posting this kind of content onto social media establishes credibility and shows potential clients that you have a track record of success. Both of those things can help you grow your business.
4. Community Events
Are you involved within your local community, or at least knowledgeable about local events? This is another type of content you can post onto your real estate social media accounts. For example, you could post about upcoming community events, such as local festivals or charity events.
This kind of content shows that you’re interested and engaged in the local community—a great quality for a real estate agent to have! More importantly, it makes your social media profile more valuable to followers. It gives them a good reason to follow you. You’re actually turning your social media account into a kind of information service, which is the key to success.
5. E-books, Reports and Guides
Creating e-books, reports and other downloadable guides can provide value to your audience and generate leads for your real estate business. For example, you might create a PDF report that provides a current assessment of real estate market conditions in your area. You could promote it through social media and direct people to a download page that also includes a lead-capture form.
6. Educational Content
Real estate agents can also benefit from posting and sharing educational content. We just talked about how you can turn your social media accounts into an informational service, in order to increase its value for your followers. This is another version of that concept.
Share educational content, such as blog posts, articles, or videos, that provide tips and advice on buying, selling, or investing in real estate. This can position you as an expert in your field and help you attract potential clients who are seeking guidance and support.
You could even build a series of social media posts around this concept. For example, you could create a series to cover the different steps in the home buying or selling process. Each post could link back to your real estate website or blog, where readers can find even more information on the subject.
7. Guest Posts
You might’ve heard about “guest posts” within the context of blogging. This is where you publish a post onto someone else’s blog, to drive traffic and visibility back to yours. The guest post concept can also be used when posting real estate content onto social media.
For example, you could invite local mortgage brokers, home builders, industry experts, or influencers to write guest posts on your social media channels. This can bring fresh perspectives and new audiences to your account, while increasing value for readers. You could also reciprocate by posting useful content and advice onto other people’s accounts.
8. Industry News
Consider sharing news articles and updates about the real estate industry, as long as it’s relevant to your target audience. You could post information about the latest mortgage rates, new construction projects in your area, shifts in home buyer behavior, etc. This kind of social media content helps position you as an expert and a trusted source of information.
Studies have shown that infographics can increase audience engagement. So this is another type of content real estate agents should consider posting onto their social media accounts.
An infographic is a visual representation of information, data or knowledge designed to make complex information easier to understand. They often combine text, images, graphs, and other design elements to convey information in a more engaging way. A real estate example would be a graphical flowchart or timeline showing the 5 steps to buying a home.
You don’t need a graphic design background to create real estate infographics and share them on social media. These days, there are many user-friendly design services online that offer templates and other tools to simplify the process.
Here’s a short list:
- Canva: This popular graphic design platform offers a wide variety of templates for infographics. You can customize templates with your own text, images, and colors.
- Piktochart: This web-based tool allows you to create infographics, presentations, and other visual content, despite your current skill level. Like the other services on this list, it offers a variety of templates and design elements to give you a big head start.
- Venngage: Similar to Piktochart. Venngage offers thousands of design templates, along with a drag-and-drop editor to help you create and customize real estate infographics.
There are other design services available (Infogram, Visme, etc.), but they all pretty much do the same thing. They give you a way to create unique infographics and other visual real estate content that you can post on social media.
10. Inspirational Content
Have you helped real estate clients in the past? If so, you could ask them to share their stories on your social media account. For example, a highly satisfied client might explain how you went above and beyond to help them sell their home quickly, or to find the home of their dreams.
This kind of social media content can help you break down those Internet “walls” and encourage prospective clients to reach out. So post it whenever you can.
11. Interactive Content
When it comes to social media, there are many different types of interactive content. Polls, surveys and quizzes are common examples. As a real estate agent, you could conduct surveys and polls on your social media accounts. This gives you another way to engage your audience and generate a discussion, while adding variety to the kind of content you share.
12. Interactive Listings
Create interactive listings that allow potential buyers to virtually tour a property, view floor plans, and learn more about the features of a home. This can help potential clients get a better sense of a property before scheduling an in-person tour.
13. Local Business Spotlights
Real estate agents can use social media to highlight other local businesses in the area. This might include restaurants, coffee shops, boutiques, etc. It’s a great way to build relationships with business owners and possibly gain some new clients as well.
14. Local Market Reports
Alphabetically, we are deep into the different types of content real estate agents can share on social media. But in terms of importance and value, this one actually ranks near the top.
Sharing updates and reports about your local real estate market will make your social media account more valuable to followers. It also demonstrates your knowledge of current market trends, which can help you attract new clients.
You could share data and information relating to home prices, inventory levels, sales activity, and other key metrics. This is another way to turn your social media profile into a valuable source of information. (Noticing a pattern here?)
Real estate agents can create or share podcasts on topics related to buying, selling or investing in the local market. Podcasts can help you reach a wider audience and provide a more in-depth exploration of topics, when compared to shorter social media posts.
16. Property Listings
Many real estate agents use social media to promote the listings they’re representing. These types of posts can include photos, videos, and information about the property’s features and location.
Additionally, numerous surveys have shown that many home buyers are now using social media as an additional way to hunt for properties. So this is a great type of content for real estate agents to post and share.
17. Q&A Sessions
Looking for a fresh and fun way to engage your audience through social media? Consider hosting live Q&A sessions, where you can answer questions from potential clients.
Topics could include the buying or selling process, local market conditions, or anything else related to real estate. This allows you to connect with your audience on a more personal level, while also demonstrating your knowledge and expertise.
18. Special Offers
Consider using social media to offer special promotions or discounts relating to your real estate business. This might include something like a free on-site home valuation, or a reduced commission rate for first-time clients. This can help incentivize potential clients to work with you and build your client base.
19. Video Testimonials
Ask previous clients to record video testimonials about their experience working with you, and share these on social media. Video testimonials can be much more powerful than the written kind, when it comes to building trust and credibility with potential clients.
20. Virtual Tours
Home buyers love virtual tours. It gives them a way to “visit” and evaluate a property by using their phone, tablet or desktop computer. And social media is a great way to share this type of real estate content. If you’re a listing agent, you can post videos or 360-degree virtual tours of properties to give potential buyers a more immersive experience.
Monitor Performance to See What Works Best
As you can see, there are many different types of content real estate agents can post on social media. But you’ll probably find that some kinds of content work better than others, when it comes to generating engagement from your followers.
And this is something you’ll have to find out for yourself. Every real estate social media marketing scenario is different. What works best for one real estate agent might fall flat for another. Like many aspects of online marketing, it’s a case-by-case situation. So let trial and error be your guide.
When you start posting different types of content, monitor your social media analytics, likes, shares, retweets, and other forms of engagement to see what works best. The goal here is to learn as you go—to get smarter about the types of real estate content you share on your social media accounts. If you do this, you’ll eventually find the ideal “formula” for your audience.