One of many greatest questions I hear from brokers is straightforward: “What ought to I be posting on social media?” Most brokers are trying within the improper locations; they’re watching influencers with a whole bunch of 1000’s of followers and attempting to duplicate content material that was by no means designed to generate actual property enterprise. The reply is definitely simpler than you assume.
The most effective social media content in actual property isn’t at all times coming from individuals with huge audiences. It’s coming from brokers who’ve found out tips on how to create content material that resonates with the individuals they really need to serve.
Not too long ago, I took a deep dive into brokers throughout the nation who’re producing actual referrals and actual listings by social media. They serve totally different markets, totally different demographics and totally different value factors, however all of them have one factor in widespread: They’re creating content material with function. Listed here are 10 brokers and the teachings we will study from every of them.
Colby Anderson: Turn out to be the neighborhood knowledgeable
Colby Anderson serves the 30A market in Florida and has skilled great progress by creating content material round particular communities. Relatively than attempting to speak about each neighborhood, he focuses on one neighborhood at a time. The result’s evergreen content material that continues exhibiting up each time individuals seek for these communities.
Right here’s an instance of a current neighborhood overview is that this one showcasing Naturewalk at Seagrove:
The lesson: Don’t create content material about your market. Create content material about particular neighborhoods inside your market.
Get related on Instagram and on TikTok.
Taley Hunt: Construct neighborhood round your viewers
Taley Hunt has finished an unbelievable job connecting with moms in actual property and creating a way of neighborhood round shared experiences. Her content material isn’t nearly homes. It’s about individuals. She shares classes discovered, enterprise insights and private experiences that resonate along with her ultimate viewers.
One in all her most up-to-date best-performing posts was sharing about being three-and-a-half weeks postpartum and the way she is prioritizing what’s essential to her household on this being pregnant versus what she did postpartum a number of years again. This publish resonated with different mothers in actual property:
The lesson: Typically essentially the most worthwhile content material isn’t about actual property. It’s concerning the individuals you serve or the individuals you may encourage.
Get related on Instagram and on TikTok.
Dusty Ballard: Personal your small city
Dusty Ballard proves you don’t want a significant metro market to construct a major presence. By documenting his journey, showcasing listings and partnering with native companies, he’s turn into a trusted voice in his neighborhood.
One of the impactful and inventive movies he has finished was a video shot with a track about his neighborhood titled “That’s Them Jackson County Methods.” He wrote the track about his space and had AI put it to music. He then shot the video, together with the assistance of some of his pals, showcasing the agricultural way of life of his neighborhood.
Don’t be overwhelmed by writing a song; AI will help you set one collectively in case you aren’t positive you can write one your self. Right here’s that video:
The lesson: If you happen to’re in a small city, lean into it. Neighborhood content material creates neighborhood belief.
Get related on Facebook and on Instagram.
Rachel Kilmer: Doc relationships
Rachel Kilmer has constructed a powerful enterprise in only a few years, and what stands out most is her deal with relationships. Whereas many individuals assume youthful brokers are successful due to expertise, Rachel’s success is rooted in connection. Social media merely amplifies these relationships by documenting her journey as an agent.
She exhibits up authentically on social media and showcases how she makes it enjoyable for her sphere of affect and previous shoppers to be part of her tribe. An instance of that is her social publish documenting her grownup Easter egg hunt occasion. Right here’s that video:
The lesson: Social media must be enjoyable, and it ought to improve relationships, not change them.
Get related on Instagram and TikTok.
Eugene Gonzalez: Turn out to be the native information supply
Eugene Gonzalez has positioned himself as a trusted supply for native info. New improvement? He’s speaking about it. Infrastructure enhancements? He’s protecting them. Enterprise bulletins? He’s sharing them.
Gonzalez makes use of inexperienced display screen video codecs to report on new developments and infrastructure. That is an instance of those movies that carry out effectively for him:
The lesson: When individuals need details about your neighborhood, they need to consider you first.
Get related on Instagram and TikTok.
Holly D’Arcy: Authenticity is an influence transfer
Holly D’Arcy creates content material showcasing the world she serves, together with sharing private insights as a mother, actual property agent and army partner. She exhibits up in an genuine method that pulls her ultimate shoppers to comply with her alongside her journey as an agent.
Lots of her posts carry out effectively, however one the place she associated to a subject that resonated along with her ultimate viewers went viral with over 347,000 views in comparison with her following of simply over 2,000 followers on Instagram. Right here’s that publish:
The lesson: Be your self. Showcase your neighborhood and your life. Authenticity is undefeated.
Get related on Instagram and Facebook.
Omer Reshid: Doc the journey
Omer Reshid has constructed consideration by documenting his day-to-day experiences and sharing classes he’s discovered alongside the way in which. His content material feels genuine as a result of it’s genuine. He evokes different younger brokers and younger entrepreneurs, resulting in explosive progress in his profession.
He offers his insights available on the market and being a younger, profitable agent. A few of his best-performing content material are his day-in-the-life posts. That is an instance of any such publish:
@omerreshid_ realtor day within the life📲 #dayinthelife#realestate#realestateagent#realtor#realtoroftiktok#sales#fyp#viral#lifestyle#realtorofinstagram#youngentrepreneur ♬ original sound – Aideen
The lesson: You don’t at all times want a script. Typically individuals merely need your perspective and a behind-the-scenes view of your life as an agent.
Get related on TikTok and Instagram.
Megan Sullivan: Showcase your advertising
Megan Sullivan demonstrates the facility of constantly advertising listings by video. Each itemizing turns into a chance to showcase not solely the property but additionally her experience. She does further content material that solutions widespread purchaser and vendor questions and private particulars.
That is an instance of a list video that generates leads and is advertising seen by future itemizing clients.
The lesson: Each itemizing is advertising for the subsequent itemizing.
Get related on Instagram and Facebook.
Catherine Osborne: Inform your story
Catherine Osborne does an ideal job sharing her story, her background and her journey. Specializing in the luxury market in Dallas, her posts embrace elegant residence excursions, market updates and neighborhood overview movies. Individuals join with individuals earlier than they join with properties. An awesome instance of that is her introduction video pinned to the highest of her profile. This can be a hyperlink to that video:
The lesson: Your story is usually your most underutilized advertising asset.
Get related on Instagram.
Alyssa Curnutt: Turn out to be the native useful resource
If I needed to decide one agent who has mastered native content material, it could be Alyssa Curnutt. She constantly highlights new companies, native developments and neighborhood information. Actual property content material turns into half of a bigger technique slightly than the complete technique. That is an instance of a video she did asserting a brand new zipline firm coming to downtown Spokane:
The lesson: Individuals comply with native sources lengthy earlier than they want a realtor and he or she is a superb instance to comply with.
Get related on Instagram.
The underside line
The largest takeaway from learning these brokers is straightforward: You don’t want an enormous following. You want a transparent function and a capability to mannequin after brokers having success in different markets. The brokers successful on social media right now aren’t essentially creating essentially the most polished content material. They’re creating essentially the most related content material.
They’re answering questions. They’re showcasing communities. They’re telling tales. They’re documenting relationships. And most significantly, they’re creating content material that serves the individuals they need to appeal to. That’s a method each agent can copy.
