Social media is a marketing tool that you, as a real estate professional, can utilize to extend your reach and reputation in your market wider than ever before. There are over two billion active social media users on Facebook, Twitter, Instagram and the increasingly popular Snapchat. These channels offer many new, creative ways to build your personal brand and present yourself to potential sellers and buyers. But before diving in, it’s important for real estate agents and brokers to consider these essential dos and don’ts of marketing on social media.

The Dos

Develop Your Personal Brand
Buying or selling a home is an emotional decision for clients, so building a rapport is key. Social media is a great way to develop trust and loyalty with potential homebuyers in your market. It is also a place where you can build brand awareness by consistently reminding people of your expertise. People like to know what to expect from a page or profile they follow, so narrow the focus of what you talk about on your social channels to position yourself as an expert. Post about what sets you apart from other brokers and agents. Do you know every corner of your market? Excel at finding properties before they’re listed? Show your stuff online.
The 5-3-2 Rule
For every 10 things you share, five should be content from others, three should highlight your own work and two should be personal opinions, thoughts or advice. Don’t flood your feed only with your new listings. Instead, share one or two a week, mixed in with client success stories, your own perspective on the market and insight from other real estate professionals. For example, you could share photos of happy clients closing on their first home, market data or shareable graphics from RE/MAX Housing Reports, informative and helpful news articles about larger trends in the industry, or perhaps even a short video tour from an open house you are hosting. This will attract potential clientele to your social channels and establish you as an expert in your market.
Think Before You Post
Anything you write or say on social media will be associated with your personal brand as a real estate agent. You never know who will read your posts or how they will be interpreted. Think of your social channels as a digital reflection of the agent you have worked to become. If you wouldn’t say it to a client face-to-face, don’t say it online.
Target Potential New Clients
Just as you send out mailers or canvas a neighborhood to introduce yourself to potential clients, you can introduce yourself to new people by targeting specific audiences on social media. Let’s say you wanted to make sellers in a specific town aware of your partnership with a home staging expert, you could create a post with a beautiful before and after image, and target Facebook users who live in that town or zip code who own a home.
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The Don’ts

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Think about what a potential client might want to see when they log into their social media accounts. They’re looking for updates from family and friends, important news and possibly something funny or sweet. They do not want to hear about their agent’s frustrations with current clients or personal political opinions. Clients want to see that you care about your work and the impact it has on others. Keep your posts positive.
Be Needy
Don’t bombard users with requests to “Follow me!” or “Share this!” Doing this will only drive potential clientele or industry professionals away from your social channels, hurting your overall reputation in the market. Instead, focus on the quality of content you share and how it can engage your clients in the future. People will eagerly follow and engage with profiles they find helpful, interesting or entertaining.
Forget About Grammar
To become a sought-after agent, you have to showcase your skills and knowledge as a professional. These standards shouldn’t drop when you log on to your social channels. Remember the basic rules of spelling and grammar. Keep it professional and your brand will flourish.

When used appropriately, social media offers an opportunity to grow your personal brand—and your business. Your brand in the social space should reflect the reputation you’ve built offline. Take advantage of this technology, just be sure to keep in mind the essential dos and don’ts along the way!

Interested in learning more? Check out our blog on How to Schedule for Success on Social Media.