With the abundance of new content constantly appearing on social media, it can be easy to be overshadowed when posting about your real estate business. However, the frequency, timing, and style of your posts can work together to help keep your brand top of mind for potential customers and clients.
The National Association of REALTORS® (NAR) Research Group found that the top three technology platforms providing the highest quality leads were led by social media at 52%, followed distantly by CRM and MLS at 31% and 28%, respectively. You wouldn’t consider posting properties haphazardly or intermittently on the MLS, yet that was only the third most important lead generator.
It’s time to take that same conscientious approach to your real estate social media posts. When your prospective clients are ready to buy or sell, they want to move fast, and you want to ensure they turn to you for guidance. The following are the six best types of social media content to help your brand be the one clients think of first.
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1. Infographics
While they often require more up-front creation time than other content types, infographics pack a heavy punch in establishing authority and expertise for your audience. This type of post presents relevant real estate data in a clear and visual way. Data-heavy content like monthly market updates performs especially well as infographics since you can incorporate graphs and charts that make numbers easier (and faster) for your followers to understand.
Quick lists of tips or terms are prime content for infographics because they catch the eye in a way plain text doesn’t, and the visuals offer the perfect opportunity to let your brand shine through. The style, tone, fonts, and colors you display on your infographics should flow seamlessly with your luxury real estate web design and newsletters.
Making infographics doesn’t have to be complicated. Using a platform with templates like Canva streamlines the process so that all you have to do is plug in your text and graphs, then tweak your design. Need some inspiration for attention-grabbing infographic posts? Try some of the following ideas for your real estate social media posts.
Market updates
Your potential clients are watching the prices for home sales in their current and prospective areas. However, the numbers are only the start. They need a friendly face and a ready ear for their questions. Real estate infographics based on national and local real estate board quarterly reports are visually appealing, and the format provides an easy reference for critical statistics with room for a personal message to offer help and advice.
Tips for buyers and sellers
Providing quick tips for both luxury buyers and sellers is a way to provide impactful, general guidance for the current market while highlighting your expertise as an agent. Homebuyers may not fully realize the role a professional real estate agent plays in the process and how your tools and experience can guide them through choosing the right property and negotiating prices. Social media infographics that include tips for buying and selling will portray your personal authority, authenticity, and trustworthiness.
Common pitfalls to avoid
No one knows better than a professional real estate agent what can go wrong in the real estate investing, home buying, or home selling process. Use your vast knowledge and experience to share some common avoidable mistakes in your real estate social media posts. Revealing some of the missteps you made before you began or even early in your career makes you relatable to your audience.
Neighborhood facts
Want to make a luxury home in an established or developing neighborhood stand out? Make sure your real estate social media posts include key facts about the neighborhood. Why is it the new up-and-coming neighborhood, a hidden gem, or a great investment? When you highlight an overlooked neighborhood, it can create a sense of intrigue and urgency in prospective buyers hoping to find that unique property. It also positions you as the expert who can find those opportunities for them.
Other real estate tips and tricks
Including high-quality content is a proven way to present yourself and your brand as a subject-matter expert. The options for relevant real estate social media posts are virtually endless, but some specific topics include:
- How to add curb appeal that enhances your home’s style
- Renovations that generate the best ROI
- A home stager’s advice for sellers
- Interior decor trends
- Exterior home color trends
- What color to paint your front door according to home sale statistics
- Best plants for water-restricted areas
- The top three things to do if you have a last-minute showing
2. Local updates
As a luxury real estate agent, your brand success relies partially on your positioning as a local expert who’s truly “in the know.” When big events pop up in your area, make your followers the first to know and make sure they hear it from you.
Local updates can range from town festivals and parades to spotlights on small businesses or new openings. Consider what you might’ve liked someone to highlight for you if you were new in town: what restaurants should people try, and what should they order? What local retailers have the best selection of gifts?
This type of post adds value to your feed and provides important information to your followers, while also boosting your name as a go-to professional who really knows the area.
3. Photos
Your brand is entirely intertwined with your personality when you work as a real estate agent.
If your social media feed doesn’t include your face or your personality, it will be difficult for potential clients to trust you. Take photos throughout your day to highlight the beauty of the area and what stands out to you. Highlight aspects of your lifestyle that align with your brand.
Bring your current transactions into it (with the approval of your happy clients) and you can post success stories or exciting pictures on closing day.
Another excellent use of photo posts is to highlight your active listings. A single listing can become fodder for plenty of posts since you can call attention to each standout feature of the home to generate interest.
This not only positions you as an exceptional seller’s agent, but also serves the obvious purpose of helping you and your clients earn top dollar on the sale.
On many social media platforms, posting text with no photo won’t perform well. People simply don’t stop scrolling for a chunk of plain text.
When you set out to share your ideas on social media, include a quick photo to go along with your text so that people are more likely to stop and read. The following are some high-performing ideas for photo posts that generate leads.
New listings
How many times have you had clients tell you they weren’t even looking to relocate until they saw a picture of a house they fell in love with? Include beautiful photos in your real estate social media posts to show them the life they could have if they work with you.
Home remodels, renovations, and makeovers
Take full advantage of the popularity of home renovation shows by posting some before and after shots of remarkable home transformations. The average buyer can find it hard to look past specific or dated features without a visual cue for the possibilities that a renovation could bring.
These types of real estate social media posts are a great way to get buyers to consider those properties that could be spectacular with a little love.
Interior inspirations
Unless your audience is composed entirely of interior decorators and designers, they want and need ideas to show them how to personalize their space. Inspire them with photos that show how to add warmth to a large open-concept room or create an illusion of light and space in a cozier property.
“Just sold” properties
Create urgency by showing your potential clients what they are missing. Pictures of your latest closings also remind them of how quickly you can get their properties sold or help them buy a new one.
Community events, including client appreciation events and team events
While you want your existing and prospective clients to view you as an in-demand, successful real estate professional, it is also important to remind them that you are also a real person who appreciates those around you.
Show that you celebrate your successes with your team and your clients by posting photos of your events. And if it creates a little FOMO (“fear of missing out”), is that so wrong?
Team member feature
Having more clients than you can personally represent is a good problem to have. While you are the one they will reach out to, they need to know that you are backed by a team that you know and trust to help them. S
et the stage by highlighting your team members as dependable, respected, and accomplished professionals that work closely with you.
4. Videos
Just as sharing photos you take can help your audience get to know your personality, video can serve the same purpose—plus offering something more. Videos are a huge draw on social media and a vital criterion for the ever-changing platform algorithms.
Video is also one of the top ways to attract new clients. 73% of prospective clients are more likely to choose an agent that posts videos in their feeds.
If you find yourself trying to capture a concept as an infographic and getting stuck, that’s a sign that the concept may be better explained as a video.
Creating pre-recorded videos of yourself explaining real estate terms, tips, or processes is a simple way to distribute knowledge, gain followers, and build up traction in the social media space.
Not only does personality shine through on video a way no other medium can match, but video formats are exploding in popularity across social channels
Instagram Reels, for example, make your profile and content more accessible to anyone scrolling the social platform, and should be part of your strategy for growing your network by providing something of value to followers.
Use pre-recorded video for posts explaining strategies or concepts in-depth. Many realtors set up recurring series, like a monthly video explaining the state of the market or a longer series walking the audience through parts of a buyer’s contract or similarly dense document.
For less formal and less planned content, opt for live video. Facebook and Instagram both include options to “Go Live” and doing so will often trigger the platform to alert your followers and encourage them to tune in.
This format is perfect for sharing quick insights or tips, hosting Q&As with your community, helping people tune into a local event, or giving short updates on new construction or similar processes.
These shouldn’t be completely scripted, which is why they’re such a great way to help followers get to know and trust the authentic you.
It’s common to feel nervous or intimidated at the thought of creating and sharing videos of yourself online, but the benefits are truly worth it. Higher engagement, more trust from your community, and increased name and brand recognition can all result from video posts.
Consider some of the following types of real estate social media posts that are ideal with videos.
Property video walkthroughs
Everyone loves the ability to sit in their home or office and take their time viewing homes virtually. Virtual walkthroughs are one of the most effective types of real estate social media posts for turning a casual observer into a potential homebuyer.
Real estate education
You have potential clients that don’t know a luxury home is within their reach. There are also those that don’t know their aging property is a potential goldmine. Open up their horizons, present yourself as a real, approachable person, and show them how you can help them realize their dreams with a quick video or vlog.
Local business spotlight
Spread the love (and social media visibility) by featuring local businesses in the neighborhoods you represent and tagging them in your posts.
Show your audience how they could be enjoying Michelin-starred dining at a local restaurant, sampling locally-produced wine at a vineyard, sipping cocktails in their neighborhood bar, or seeing the best cultural exhibits at nearby museums and theaters.
Behind the scenes
The average client has no idea what it takes to successfully complete a real estate transaction. An eye-opening video might contrast “what you see” with “what you don’t” during the home buying or selling process. You could open by showing a home buyer touring a property and then closing on their new house.
Then, transition to the behind-the-scenes view in a fast montage of all the listing preparation, photography, marketing, showings, negotiating, and contract preparation.
5. Announcements
From upcoming events like open houses to online happenings (like a new blog post on your website), announcements involving your business make timely and interesting social media posts.
It’s always best practice to cross-promote your content across your web and social media accounts. If you write a new blog post, it makes sense to share the link to it on your Facebook, LinkedIn, and Twitter accounts.
By doing so, you’ll drive more traffic to your website and to the landing pages that will ultimately collect email addresses and follow-up information to solidify your leads.
Any networking events you plan to host, open houses you run, or big shifts in your business also deserve quick announcement posts across your social channels. No need for anything fancy: just attach a photo, and type up the update.
6. Testimonials
Just like many agents are nervous about going on video, some also shy away from the idea of sharing testimonials and reviews on social media.
A natural thought is that it feels too much like bragging or feels inauthentic. However, the very best way to show followers the quality of work you do is to share past clients’ words about you.
As much as it might make you blush, it’s critical for your business that you build an online presence centered on trust. Buying or selling luxury real estate is a huge decision and financial undertaking—why would someone work with someone they have no reason to trust?
Sharing the words of happy clients goes hand in hand with sharing educational, personal, and valuable information with your followers. It helps your audience build a full, honest view of you based on your online presence.
Before you publish your real estate social media posts…
Build a bank of posts that includes all six of these types of content, so you’re ready to impress your potential clients with your social media presence. But before you hit “post,” consider a few more key elements:
Choosing platforms
It’s easy to get overwhelmed by how many social media platforms and options there are in today’s market. In general, business or education-related information (announcements, infographics, and some photos and videos) belong on LinkedIn.
Post every type of content on Facebook, and most of it on Instagram (leave it off of Instagram if it relies on a link, since Instagram doesn’t support those in captions).
For example, if you’re resharing a local news story, no need to post it on Instagram. Twitter loves quirky one-liners and quick tips, and is a forum to let your personality shine.
Posting times
Research the latest findings on the best times to post on each social media platform, as they change constantly. Putting in these few minutes before scheduling your posts can get you the most engagement for your content creation efforts.
Frequency
Set reasonable goals for yourself and your business—as consistency is key. Each social platform comes with its own recommendations for how often to post, and sometimes the expected frequency can feel unsustainable, especially if you’re doing all your marketing alone.
Get realistic about how often you can post, and consider bringing in help so that you can best leverage social media to attract clients.
Focus on real estate social media posts that boost growth, engagement, and credibility
Developing a content strategy requires more than coming up with creative real estate social media posts. However, it’s a vital component of the overall marketing strategy for growing your brand, increasing engagement, and establishing credibility.
When you employ the right posts at the right times, your social media content will work to enhance your other marketing efforts by making you appear approachable, knowledgeable, and trustworthy.
When you’re ready to attract more business and build your brand, let Luxury Presence show you how easy it can be with the right tools, expertise, and data. Browse our case studies to learn how we’ve helped luxury real estate agents around the U.S. attract more business online!
