Social media is fast becoming the go-to platform for professional engagement and connection with new and existing clients. When it comes to real estate marketing, social media has opened countless doors for agents to connect with both existing and prospective clients while showing their audience that being a real estate agent goes far beyond simply selling properties.

The trick to social media is learning how to engage with your audience and further your reach. Read on to get some pointers.

Post where it matters

The first step is to know what your goals are. Once you know what to achieve, you’ll know where and when to post content. While platforms such as Facebook, Instagram and TikTok (yes, even TikTok) are all brilliant places to post on, each platform requires specific content. Different types of people spend time on different platforms, and it is vital to mould your content to their interests.

The trick is to share content that users want to see, not only what you want to share. And once you know what the audience on each platform enjoys engaging with, you’ll be able to create content specifically curated for them.

Educate your audience

Social media allows you to educate your audience while promoting your own know-how. Instead of simply posting your own content, post links to others’ articles and share your insights. Encourage questions and start a conversation with your audience. (Just please remember to always answer comments. Don’t leave your audience hanging.)

Once you’re sharing knowledge, not simply selling properties, you will be able to engage with existing clients and those who aren’t actively in the market continuously, staying top of mind at all times.

A personal journey

Share experiences with your audience. Promote your town or area, and post about things that go beyond property. What you are trying to achieve is the creation of a social journey that captivates your audience.

Social media is about being part of a community, so make your posts feel like a social journey, not simply random, scattered thoughts you share whenever you remember to post something. Connect your posts to create a narrative, always referring back to previous posts and community occurrences, even when posting the latest listings.

The key is to entertain your audience and make them come back to your page even when they are not in the market.

Finding your voice

The final advice is to always be yourself. Create a social media voice for yourself that suits your personality. You should always be authentic and real, though. So make sure you create a tone, a voice, and a brand that you are comfortable with. And keep your posts consistent with the brand you’ve created. Don’t skip between professional, business-like posts and super conversational, personal posts. Find a style that suits you and go with it.

At Meridian Realty, we’re all about helping our iAgents find their audience and broaden their reach to speak to the people who can benefit most from their insights. So if you’re not already on board, why not hitch a ride and join the journey?

This article is a general information sheet and should not be used or relied on as legal or other professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein. Always contact your adviser for specific and detailed advice. Errors and omissions excepted (E&OE)