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our social media relevance as a brokerage depends on a robust plan beyond posting new listings, sold listings, or an online welcome for new agents. This type of content may showcase your agency's capabilities but doesn't provide value to your audience. Instead, focus on creating useful information that clients can use at any time, such as décor tips, seasonal needs, and property maintenance advice.
You can also highlight local referrals for services like landscaping, plumbing, and cleaning. Consistently posting useful content is a good start, but it's not enough. Social media is about cultivating a community, which means engaging with your followers. Set aside time to respond to comments and follow up on leads, as this helps build connections with your audience.
It's essential to choose the right social media platforms for your brokerage. There's no magic number of platforms to use, but focus on creating quality content and connecting genuinely with your audience. If you can only commit to one or two platforms, do that well rather than spreading yourself too thin.
Each platform has its unique features: Instagram is perfect for visually-focused posts like listings and lifestyle content; Facebook is ideal for building community, running local ads, and sharing longer content; LinkedIn excels at business-to-business networking and industry insights; and YouTube is great for longer-form videos like home tours and educational content.
A solid brand presence is non-negotiable. Building recognition makes you more recognizable to a larger audience. Your branding should include logos, colors, fonts, and imagery that reflect your business's values. Choose a logo that's simple, memorable, and representative of your company's personality.
Streamline your process by investing in a publishing tool or content dashboard that allows you to schedule content and post to multiple platforms. This saves time and helps plan out your content in advance. You can also batch your content, create templates using online design tools like Canva, and keep a repository of posting ideas using tools like Google Drive or Trello.
Consider how artificial intelligence (AI) can help streamline your social media work. AI can suggest catchy headlines, generate hashtags, edit videos quickly, and analyze engagement data to adjust your strategy. However, always add your personal touch and don't rely too heavily on AI from start to finish.
Social media should be treated as a vehicle for connecting with your community. Share your life, personality, interests, and flaws to attract the right clients who want to work with you more and give you referrals. Show up looking like yourself, sounding like yourself, and acting like yourself to let your authentic self shine through.
