Develop a Growth Strategy for Your Social Media Content

Know what kinds of stories to share with your online followers and how to communicate purposefully and clearly to targeted audiences.
People watching vlogger on smart phone

© Malte Mueller - Getty Images

You hear all the time that you should tell stories on social media—anecdotes about yourself, your business, and your listings. Why? Well, storytelling is part of the fabric of American life; stories capture our attention and imaginations and enable us to see ourselves in a new way, in new circumstances, in a new environment—like a new house.

Remember that whatever you post, whether it’s written or in video format, you should write or talk naturally. Don’t use industry jargon and “insider” terms. Pretend you’re addressing a friend and say what you want to say.

Stories You Can Tell on Social Media

Targeted to sellers:

  • Offer macro-market updates as well as market forecasts.
  • Include all the information you would share at a listing appointment, such as micro-comps, realistic pricing guidelines, your marketing strategies, and timelines.
  • Provide tips from your listing presentation that touch on improvements regarding landscaping, decluttering, and repairs.

Targeted to buyers:

  • Highlight the best neighborhood amenities, including sports facilities, walking and biking trails, parks and recreational areas, shopping and restaurants, or other features. You also can include information on area demographics, weather, and traffic flow to add value to your stories.
  • Offer open house tours and show highlights of specific knockout listing features.
  • Provide cost-of-living information, such average mortgage, property tax, insurance, and maintenance costs.
  • Preview “coming soon” listings with as much specific property information as you can share, along with a promise that you’ll be in touch with more details.

Targeted to prospects and past clients:

  • Relate stories about overcoming transaction challenges and the best outcomes you’ve had working with clients; this will help prospects get to know you and reinforce your brand to past clients.
  • Answer frequently asked questions about topics such as how to qualify for a loan, how much to save for a down payment, how to win a bidding war, homeowner association rules and restrictions, and choosing contractors such as electricians, painters, and landscapers.

Communicate in the Right Tone

Think of your social media content as the message you want your business to send to customers. Everything you post represents who you are and should be presented in your voice and convey your values and goals.

  • In both written and video content, again, speak clearly—no jargon or insider terms. And don’t use big, emotional adjectives. Use simple, understandable language that accurately and positively tells the story of you and your business. And keep your posts simple; don’t overthink them.
  • Schedule your posts consistently and regularly so your users can learn to trust you and rely on your content and expertise.
  • Respond to questions and comments from your followers as soon as possible so they know you’re there and listening to them. Otherwise, they’ll assume you’re ignoring them and find another agent who’s more engaging.
  • Make sure all your posts provide value to your followers by offering specific information, whether about your listing or market trends, that they can’t get from another agent.
  • Always include a call to action. For example, provide a sign-up for those who want to be notified first about “coming soon” listings. Show your appreciation to those who engage with your calls to action.
  • Write your social media posts yourself. You can’t pay someone else to present content with your own personal flair.

Where to Post and When

Generally, the best time to post across all social media channels is 10 a.m. on Tuesdays, Wednesdays, and Thursdays, research shows. Specifically:

  • Facebook: 8 a.m.–12 noon on Tuesdays and Thursdays
  • Instagram: 11 a.m. on Wednesdays
  • LinkedIn: 9 a.m. on Tuesdays and Wednesdays as well as lunchtime on weekdays
  • Twitter: 8 a.m. on Mondays, Thursdays, and Saturdays

You may want to consider a content release schedule on social media that goes something like this:

Monday: Market Update

  • What’s hot and what’s not
  • Average sale price for your market
  • Average time on market: up or down, and by month or by quarter?
  • Average list price versus sale price: up or down, and by month or by quarter?
  • What price ranges are seeing the most sales activity?
  • What are the best-selling ZIP codes in your market?

Call to action: “For a specific analysis on your neighborhood and a comparative market analysis to determine what your home is worth in today’s market, please contact me here.”

Tuesday: “Coming Soon” Previews

  • Reveal a distinctive feature of a listing you’ll soon be putting on the MLS.
  • Talk about what the sellers loved about their time in the home and why they’re selling.

Call to action: “Be the first to see this listing! Please contact me here.”

Wednesday: Listings Wanted

  • Share what’s motivating your buyers and what kinds of properties they’re looking for to catch prospective sellers’ attention.
  • Record a video of the specifics your buyers need in a property and mention whether they are flexible on a closing timeline or leaseback agreement.

Call to action: “Who do you know who is a match for my ready-to-go buyers? Give them my number.”

Thursday: Thrilled Clients

  • Client testimonial video, ideally in front of a listing you just sold with a big “Sold” sign.
  • Specific details about the transaction.

Call to action: “I’d love you to be my next happy client! Please call me.”

Friday: Events, Announcements, and Invitations

  • Invitation to a charity event you’re sponsoring or attending.
  • Post a flyer for an open house.
  • Special promotions, such as: “Buy or sell with me and adopt a pet for free!”
Call to action: “Who do you know who would love to buy this house? Please contact me.”