Social media platforms are a near-ideal way for real estate agents to promote themselves and their properties.  The nature of the business lends itself to descriptions, images and personal connections with potential clients, and these are types of content in which social media is uniquely positioned.  Because real estate agents thrive on making personal connections with their customers, social media outreach should be – and for many is – a major part of their marketing efforts.

At the same time, there are some unique challenges that real estate agents face, not the least of which is the highly competitive environment in which they operate.  Anyone (and it seems that everyone) can open up a social media account and build at least a small audience.  So the competition is stiff.  The important question to ask, however, is fundamentally, how can a single agent stand out from the rest and build a thriving business? 

Differentiators

The great thing about social media search algorithms is that they nearly universally reward consistency.  While quality and volume are other important factors, for building an audience over the long run, consistency is extremely important.  Consistency is where the social media dabblers are separated form the serious campaigners.  Consistency is a signal to the search engine that you have a serious business and are committed to providing good quality content.  It is also a signal to your customer of the same. 

With a commitment to long term success, some other differentiators will help your marketing strategy stand out from the pack.  One of these is having a niche focus area and ensuring that your audience is well aware of your expertise in this area.  Focus areas may include examples such as luxury homes, first-time buyers, investment properties, or commercial real estate.  Tailor your content and marketing efforts specifically to that niche to become an expert in that area.  With a building repertoire of niche-area content, over time you will be able to establish yourself as the go-to local expert.  You can leverage this knowledge both online and offline.  Displaying this expertise is the foundation of building a unique brand identity – a self-branding effort – in which your logo, color scheme, and tone of voice on social media grow to become a distinguishing feature of your content and your business image. 

Your style is also an important foundation for differentiation.  Authenticity is key.  Be yourself on social media.  Share your personal experiences, stories, and insights related to real estate. Authenticity builds trust and fosters connections with your growing audience, and helps to build loyalty.  Sharing stories also has the advantage of acting as a mnemonic device in the minds of your readers.  When they see similar situations, the memory of your article, posting or story can come up in their minds, giving you yet greater leverage in establishing your brand.

Similarly, client success stories creates a positive association of you and your business in the minds of your clients. Share their experiences and testimonials to demonstrate your expertise and the value you bring to your clients.

Invest in high-quality content will help to maximize these areas of distinction.  Either through investment in external support, or investment into the development of your own skill set, bring your content to the highest level of quality through professional photography, videos, and well-written captions. Visually appealing and informative content will go a long way in setting you apart from competitors.

Overcoming Challenges

As mentioned above, there are some unique challenge areas that property agents must contend with.  An action plan is key, and may include the following:

• Regulations and Compliance:  You are no doubt well aware of your regulatory requirements when it comes to advertising and related services.  Ensure your social media content developer is also well-aware of potential pitfalls and restrictions on messaging.
• Target Audience: Defining and reaching the right target audience can be a challenge.  Aside from budget, what variables distinguish serious customers from those who are just checking out the market?  Keyword searches are a starting point.  Knowing your customers is key.  Serious home buyers can run into obstacles which only they would know about, because they have already spent some time searching and researching. Focus on content which addresses the difficulties customers face.  Someone with a general query would not be aware of these challenges, and thus would likely not react to related content.
• Develop the skills:  As mentioned above, some level of investment is needed.  Before you invoke the services of a professional content or digital marketing service, start out on your own and learn as much as you can.  Nothing is a better teacher than posting some content yourself.  You may find the process to be fun, especially when you receive some encouraging feedback from friends and family.  Ignore trolls.  That will happen at some point, but trolling is good sign for you – it indicates that you are achieving a broader audience.
• Algorithm Changes:  It always happens.  When you begin to recognize patterns in the type of content that is most attractive to search engines, you will also notice that their frequent changes to their algorithms may impact your online engagement, which can affect the visibility of your posts.  Staying up-to-date with these changes and adjusting your strategy accordingly can be demanding.  The good news is that sometimes these changes can help!
• Ad Costs:  Start slowly with paid advertising.  As a newbie, you will see that many of the likes and hits you get from paid ads are not worth anything.  This is where plenty of research or professional help will be key for success.  While paid advertising can be effective, it can also be expensive. Real estate-related ads often have high competition and costs per click or impression, making it challenging for agents with limited budgets.  If you choose to follow the route of paid advertising, keep track of your Return on Investment.  Determining the ROI for social media marketing in real estate can be a little tricky.  It may take time to see results, and it can be challenging to attribute leads or sales directly to your social media efforts.

To overcome these (and many other) challenges, real estate agents need a well-thought-out social media strategy, a commitment to ongoing learning and adaptation, and potentially the support of professionals or tools that can help with content creation, compliance, and analytics.  

Campaign Design & Development

Nonetheless, building a strong online presence can be a valuable asset in the real estate industry. What are some unique ways that real estate agents can improve their social media campaigning?

• Virtual Reality (VR) and 360-Degree Tours:  Use VR or 360-degree tours to showcase properties in an immersive way. This allows potential buyers to explore homes as if they were there in person, creating a memorable experience.  This technology is no longer cutting edge, and many online applications support this feature. 
• Live Virtual Open Houses: Host live virtual open houses on platforms like Facebook Live or Instagram Live.  This interactive approach allows viewers to ask questions in real-time and get a more personal feel for the property.  With a large enough audience, this technology can greatly help you to leverage your time.
• User-Generated Content:  Encourage clients and followers to share their experiences with your services or properties. Share their posts on your profile, creating a sense of community and trust.
• Interactive Quizzes and Polls:  Create engaging quizzes or polls related to real estate or home buying. For example, you could run a “Which Neighborhood Is Right for You?” quiz. This not only engages your audience but also provides valuable insights into their preferences.
• Micro-Influencer Collaborations:  While it can be quite expensive, some localized micro-influencers or bloggers who have a strong following can connect you with new followers.
• Themed Content:  Create themed content series, such as “Home of the Week,” “Transformation Tuesday” (before-and-after renovation photos), or “Fun Facts Friday” about your local market.
• Educational Webinars or Workshops: Host live webinars or workshops on topics relevant to real estate, such as home-buying tips, market trends, or investment strategies. This positions you as an expert and can attract an audience interested in learning.

Remember that the key to successful social media marketing is consistency, engagement, and providing value to your audience. Experiment with these unique strategies and analyze the results to refine your approach over time.