5 social media mistakes REALTORS® are making (and how to fix them!)

Effectively using social media for real estate marketing takes time to learn. Some folks plunge headlong into social media and make mistakes that cost them leads, referrals, listings, and sales.

Increase your reach and relevance by avoiding these 5 social media mistakes.

1. Not being consistent

What would happen if the UPS guy delivered some of your packages? How would buyers and sellers respond if you scheduled showings and open houses, but you only decided to attend half of them?

It’s hard to increase your reach and relevance on social media if you’re not consistently active on these platforms.

So start by making a plan to consistently post content and interact with followers on social media. Follow this up by creating great content for sharing. Finally, post the content per your plan and engage with the people who are commenting on, retweeting, and sharing your content.

2. Not being yourself

Authenticity goes a long way. Many people treat social media like a community announcement board. They post ads and hope that someone will “tear off” their contact information in the form of a like or a retweet without giving much thought to the social nature of the medium. This may go without saying, but remember that potential customers are real people, not just internet personas. So be genuine, be yourself, show that you care about them and their concerns, and engage them in real conversation.

Avoid just selling them something. Add value to their solution-search.

If you provide valuable resources in addition to information about your listings or services, potential buyers and sellers are more likely to view you as an authentic, trusted resource.

TIP: Create content that addresses each step of the home buying or selling process. That way, when the time comes, you’ll have marketing materials that address their real-time problems.

3. Not interacting

So you’ve planned, created, and posted some great content on social media. What happens next?

Interact with your followers!

What stuck out to them about your blog post? What is their reaction to the top 10 list you posted on Facebook? How do they usually address the problem you mentioned in your tweet? Try to keep the conversation going.

Listen and respond to your followers. Ask questions.

Practice good social media etiquette by listening to their comments and concerns and provide feedback that directly addresses their statements and questions. Greet them, be considerate, and keep the conversation going.

4. Poor visuals

When clients visit your social media pages, they may form instant judgments about your professionalism and competence based on the images and photos they see. If you’re still using a Glamour Shot from your cousin’s wedding in 1976 as your profile pic, it may be time for an update.

Remember, part of the value of using social media comes from its authenticity; the real you interacting with other real people. Add authenticity to your social media presence by using recent, high-resolution images in your profiles and headers.

Most smartphones take great HD photos, so you don’t need to hire a professional to take quality photos for your social media profiles (although, it couldn’t hurt!). But avoid using a selfie. Instead, get a friend to take your headshot outdoors in morning light. Then, edit the photo to ensure your face comfortably fills most of the frame.  

TIP: Make sure your visuals match the dimensions required by your social media platforms. For some help with image sizing, check out The Ultimate Cheat Sheet of Photo & Image Sizes on Facebook, Twitter, LinkedIn & Other Social Networks