If you're giving them helpful content and engaging with them on a regular basis, a social media marketing strategy can help you build and sustain an online following.

According to social media specialist Jenn Herman of Jenn's Trends in San Diego, California, your brokerage's social media relevance depends on a strategy that goes beyond merely sharing new and sold listings or an online welcome for new agents. Although this type of content is effective at demonstrating that your brokerage is staffed with capable agents, it may not offer your readers any useful information.

"That's going to hurt you," she says. Instead, concentrate on producing content that gives your clients access to helpful information at any time. Advice on seasonal requirements, home upkeep, and décor is really helpful. Additionally, you might concentrate on local recommendations for plumbers, landscapers, cleaners, and other home-related services.

Consistently publishing helpful content is the first step, but it is insufficient. Building a community on social media requires participation.

Cindy Summer Perez, broker associate at Compass in Miami, Florida, advises using regular time slots to interact with followers, reply to comments, and follow up on leads. "It's important to connect with your audience. Having an assistance can help you balance things if you're juggling a lot.

Select Your Social Media Channels

According to Herman, there is no secret formula for success regarding the number of platforms one should use. "It's fantastic if you can complete them all. But it's not really helping you if you're performing them all terribly. Instead, take on as much as you can while producing high-quality content and making genuine connections with your audience, all the while completing the other tasks required for your profession.

The caliber of the material you offer matters more than the quantity of platforms. Instead of overstretching yourself, if you can only dedicate yourself to one or two platforms, do so with excellence.

"Going where your clients are is generally the key," she explains.

Perez has a similar philosophy. Additionally, she has observed that each platform works better with a specific type of content:

Instagram is ideal for posts with a strong visual component, such as real estate listings, lifestyle articles, and behind-the-scenes photos.
Facebook: A platform for community building, local advertising, and sharing longer content, such as blog entries.
LinkedIn is an excellent platform for professional connections, industry information, and business-to-business networking.
For longer-form films, such as in-depth home tours, market updates, and instructional material, YouTube is ideal.

Take Care Of Your Branding

A strong brand presence cannot be compromised. You become more identifiable to a wider audience by increasing your brand recognition. According to Perez, branding encompasses logos, colors, fonts, and imagery.

According to her, "the logo should be straightforward, memorable, and reflective of your business's values." "Select a color scheme that communicates professionalism, approachability, and trust." She goes on to say that green is generally associated with growth and blue with trust.

When choosing a typeface, go for a simple, polished style that is easy to read without being too ornate. According to Herman, your branding should represent how people view your business. When done correctly, it can generate recognition straight away.

Avoid using a logo with delicate script font and light, airy colors if you are aggressive, strong, and vibrant. Additionally, she asserts that when it comes to logos, simplicity is preferable to complexity.

Simplify Your Procedure

If you're not careful, social media can take over your life and distract you from other crucial areas of your company that require your focus. Making your procedure as efficient as possible is crucial. Don't worry if you can't afford to hire a social media manager. There are still a number of strategies to make the most of your social media time.

Purchase A Publishing Instrument

Using a publishing solution or content dashboard that makes it simple to schedule material and publish to many channels is one of the best things you can do, according to Herman. "With the help of these, you can effortlessly organize your content ahead of time, preventing you from rushing to fit content posting into your hectic schedule every day."

There are several publishing tools available, and the most of them are affordable, with monthly fees that vary based on your needs. Later, Buffer, SocialBee, and Sendible are a few examples. A Google search will yield a plethora of reviews and choices. Avoiding becoming overly caught up in the specifics is crucial in this situation. Select one and begin.

Put Your Content In Batches

Perez prefers to produce content in bulk, so she may take several pictures that may be divided into separate blogs or conduct several home tours at once. According to her, this approach "means you always have something ready to go" because it generates a backlog of possibilities.

Integrated Templates

Brokerages can create templates and establish branding guidelines using online graphic design tools like Canva, saving them the trouble of starting from scratch each time they need to create a post.

Perez uses Canva to create social media themes that are customisable. "It's full of actual state-specific templates, ranging from just-sold graphics to open house announcements," she says.

Herman remarks, "It's one of the most widely used tools, which is fantastic." "Depending on your level of expertise or that of your support staff, you can also use Photoshop, PowerPoint, or other design tools."

Maintain A Posting Idea Repository

Perez suggests storing significant articles, neighborhood gatherings, and resources for use in social media posts later on utilizing programs like Google Drive, Dropbox, or Trello.

"Make distinct folders for various kinds of content, like community news, testimonials, and new listings," she says. "Testimonials are essential for establishing credibility. Store them in your repository so you can rapidly write blogs that highlight satisfying customer experiences.

For instance, you can use images or videos on social media to highlight your brokerage's sponsorship of a community event or an agent's 20th year in the industry. When things are slow and you're struggling to think of post topics, a repository can also be helpful.

Think About How AI Can Be Useful

Artificial intelligence can help you simplify your social media work if you feel comfortable using it.

According to Perez, "AI can quickly edit videos, create hashtags, and suggest catchy headlines, saving hours of manual work." "Analyzing engagement data can also help you modify your approach and increase the impact of your posts."

However, she stresses the importance of continually incorporating your unique style into everything you do. Additionally, it's crucial to avoid depending entirely on AI.

The idea with AI at the moment, according to Herman, is to use it as a springboard for your content rather than depending solely on it. "Use AI to create a list of queries or issues that are most pertinent to your target audience, such as queries from first-time homebuyers. AI can then be used to provide more thorough responses to those frequently requested questions. Even a Facebook post with advice for first-time homebuyers might be written by AI.

But, she continues, AI won't be able to comprehend the subtleties of your town and area like you do. As such, it's crucial to use it as a beginning point just and to ensure that you're not releasing exactly what AI gives you. Examine everything. Make everything uniquely yours.

Maintain Authenticity

You should think of social media as a way to engage with your community. You should therefore ensure that it accurately portrays who you are.

Herman says, "You can draw in the right clients who want to work with you more and give you more referrals by sharing your life, your personality, your interests, and your flaws." "You may show off who you are on social media. However, that entails behaving, speaking, and appearing like yourself.