How Real Estate Brokers Build Meaningful Social Media Connections

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Today, simply creating a Facebook page or Twitter handle for your real estate brokerage is not enough.

While establishing a presence across social media is important, making lasting relationships is the key to long-term success.

And as we know, creating meaningful relationships and winning over todays home buyer and seller across social media doesn’t happen overnight.

It takes a commitment to sharing relevant content in a way that inspires your fans and followers to interact and take action.

It also requires consistent conversation.

Conversation that allows you to easily stay connected and top of mind.

So how can you create vibrant conversations that fuel visibility and increase awareness around your brokerage?

Below are easy and effective ways to use social media to grab and hold the attention of your target market!

5 Tips To Build Meaningful Social Media Connections

1. Create Social Networks Worth Visiting

Are your social channels appealing? Have you created a space that’s inviting to both visitors and current followers?

Spruce it up by answering a few quick questions!

  1. What’s the first impression anyone landing on your site will receive? You only get one chance, so take this one seriously!
  2. Are you sharing relevant content in a way that resonates with your potential clients?
  3. Do you discuss local matters in a way that makes sense to your community?
  4. Is your page or profile interactive?
  5. Do you have a Call to Action?
  6. Have past clients given testimonials?
  7. Are you sharing multiple forms of content including video, images and text?
  8. Is your content easy to read and well-written?

Social media is fluid. In order to maintain fan and follower attention, you need to constantly adjust to meet their needs.

Add the above questions to your calendar and run a review quarterly to stay ahead of the curve.

2. Be an Active Listener

Social media platforms such as Facebook and Twitter are excellent catalysts for conversation.

Nevertheless, a conversation doesn’t truly become beneficial until both parties are involved.

Become an active listener in order to quickly respond and meet the needs of your fans and followers in real-time.

Tools such as Social Mention allow you to monitor the conversations happening in and around your brokerage.

Use it to search your company name, local phrases like your city or community, and keyword search terms.

Once you begin to dive into that information, you can use it to create content.

Write a blog post around a specific question or create a video tip responding to a need.

You can also Twitter Advanced Search to monitor your name or keyword phrases.

Monitoring certain phrases will allow you to respond while the thought is fresh in the mind of the consumer.

An example might be, someone tweets “buy a home in Denver.” Searching that term will bring up anyone who uses that phrase within their tweet.

real estate social media

Put someone in charge of monitoring and respond with engaging, not hard sell and spammy, tweets.

3. Be a Resource

Gaining a social media following will require that you not only share relevant content, but thoughts, ideas and insight around your local market and industry.

As a real estate brokerage, understanding the needs of today’s home buyer and seller is critical. Below are a few tips to help you become the go-to resource within your local market!

Content Ideas to Share

  • Unique photos of your listings with fun and engaging questions. Example: “Who wouldn’t want to come home after a long day and fall into this beautiful bathtub?” We know we would!”
  • Always add a call to action – what’s the next step you would like anyone connecting with your brokerage on social media to take? Make it simple for them to ask a questions, view a listing or learn more about your company.
  • Talk about an upcoming local or sponsored event, why you’re involved and why it matters to your social media fans and followers.
  • Tell the stories of past and current clients. How did your brokerage help a home buyer get into a home when no one else was able to you? People love feel-good stories and stories humanize a business.
  • Answer questions around the home buying or selling process and share how today’s market impacts that transaction. The key is to allay fears and offer comfort and guidance.
  • Share insight around local zoning or other issues that directly impact potential clients. What does it mean and how are you managing the situation on their behalf?

3. Get Visual

The results are in. We live in a highly visual world.

Studies have repeatedly shown that people respond positively to photos and videos far more than they do articles.

Use this to your advantage.

Two Visual Content Post Ideas:

  • Pictures of your closings – congratulations photos that are pre-approved by buyers and sellers
  • Unique listing features – special rooms, features or layouts such as this one are always a win

real estate social media ideas

4. Stay In The Conversation

Is your company guilty of posting and then running off, never to return?

If you’re using social media as a one-way bullhorn, you’re missing the point.

Social media is interactive. It’s a vibrant, lively space. But only when you take the time to stay in the conversation.

While sharing valuable content is important, it won’t automatically create conversation.

Take the time to ask questions, listen to your fans and followers and respond in a timely manner.

You’re building relationships and relationships take time.

If you’re only posting market reports, but not taking the time to engage with your fans and followers, you will be talking to a brick wall.

Just as in the offline world, it’s considered poor etiquette within social media if you “run into the room” screaming about your company, and never take the time to get to know anyone.

5. Track Your Success

And finally, track, measure and adjust your strategy.

Winston Churchill said it best,

“However beautiful the strategy, you should occasionally look at the results.” Lets face it, at the end of the day if we achieve results then there is always a cause for celebration.”

As a real estate broker, your responsibility is to generate sales and increase revenue. Put a plan in place that will let you easily create, manage and follow a daily social media strategy.

Set aside time to work with key people within your company to create your roadmap. It’s that important to your success!

Your turn! How are you building meaningful social media connections?

Rebekah Radice
This monthly Visual Social Media Marketing post is contributed by Rebekah Radice. Rebekah is a social media strategist, content developer, speaker and trainer. Rebekah’s goal is to provide insight and inspiration to business owners and entrepreneurs, enabling them to build a powerful online presence that includes the strategic use of social media marketing. Rebekah was recently named an Inman Top 100 Most Influential Real Estate Leader, as well as one of the Top Social Media Professionals to Follow in 2013. +Rebekah Radice
Rebekah Radice


Award Winning #SocialMedia Writer, Strategist, Author, Speaker. Brand Evangelist @PostPlanner. Co-Founder @InfluencerChat Every Tues 5pm PT #InfluencerChat.
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Rebekah Radice
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  1. says

    As always you provide great insight and sound advice. It’s fantastic to have you out there reinforcing the steps necessary to achieve success in our industry. I think it is getting to the point however that merely having a plan is not enough. With all the various formats out there, it is becoming necessary to have a “Cruise Director” for our Social Media Content, Strategy and Execution.

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