O
n the Real Estate Insiders Unfiltered podcast, marketing expert Matt Tompkins shares insights on social media for real estate professionals. He emphasizes that YouTube and Google Business Profile are crucial platforms, often overlooked by business owners who miss out on opportunities. Tompkins warns against trying to be present on every social platform without a clear plan, as this can lead to inconsistent content and poor engagement.

    To start creating effective content, Tompkins suggests focusing on one platform at a time. Begin by identifying local consumers' top real estate questions using tools like ChatGPT, then create simple, high-quality video content that answers those questions. Consistency is key to breaking the ice on content creation.

    Tompkins also advises against posting content that clashes with users' consumption patterns on each channel. For example, educational content may not perform well on Instagram, where users are looking for more visual and engaging content. He recommends exploring underused platforms like Pinterest, which has a 91% female audience and is often overlooked by real estate agents.

    Additionally, Tompkins cautions against relying too heavily on AI tools, as they should be used as copilots rather than solo performers, especially when it comes to emotion-driven marketing content. By using AI as a tool and maintaining creative control, professionals can create effective content that resonates with their audience.