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Mastering social media is no longer the choice of real estate professionals; it is the basis for building trust, demonstrating expertise and communicating with customers in meaningful ways. But knowing how to navigate these fields with professionalism and authenticity is where the magic happens.
As you plan your strategy for the next year, quarter or next week, now is the perfect time to adjust your approach. Social media etiquette isn’t just about what you post; it’s about how you appear online, the tone you set and the relationships you build.
To help you fine-tune your digital presence, let’s break down the must-know strategies for creating value-driven content, engaging thoughtfully and staying true to your brand. With these tips in your toolkit, you’ll be better equipped to turn your social media channels into powerful tools for growth and engagement.
Know your audience
Understanding your audience is the foundation of successful social media. Are you talking to first-time buyers, empty nesters or advanced investors? Each group has different questions, challenges and objectives. Tailor your messages to their specific needs.
Remember, not all platforms are created equal. Instagram is a visual playground perfect for showcasing amazing homes and lifestyle content. Facebook is great for social updates and deep conversations. LinkedIn, on the other hand, allows you to connect with industry peers and highlight your expertise.
Keep it professional and approachable
Your online presence should reflect the same professionalism you bring to your in-person interactions. Speak with authority, but don’t be too formal. Clients want to know that you are knowledgeable, but they also want to feel comfortable working with you.
Responding to comments, messages and updates is part of the job. Keep responses timely, polite and constructive — even if the response isn’t fiery. For example, if a client sends a complaint, you can say, “We’re sorry to hear about your experience. Let’s talk privately to sort things out.”
Build meaningful connections
Social media isn’t just about listings; and for building relationships, encouraging collaboration, asking questions or sharing engaging content that sparks conversation. A simple but effective question is, “What one feature should your dream home have?”
While engagement is important, avoid getting into controversial topics or letting criticism get under your skin. Disagreements or hostile comments are best handled offline. A calm and considerate response will go a long way in maintaining your dignity.
Create content that delivers value
Your audience follows you for a reason — they want insight, inspiration and information. Share tips for navigating the home buying process, market updates and neighborhood highlights. When posting a listing, make sure your photos and descriptions are professional and accurate.
It is also important to strike the right balance. Posting too often or tagging followers excessively can appear as spam. Focus on quality content that provides real value, and keep your schedule relevant without overwhelming your audience.
Protect privacy, and follow the rules
As a real estate professional, you are bound by the rules that extend to social media. Make sure your listings comply with fair real estate laws and MLS rules, and always put customer privacy first.
For example, if you’re posting about a recent sale, make sure you have permission to share details or photos. Err on the side of caution to avoid potential privacy issues.
Be honest and transparent
Clients want to see the real you, not a polished facade. Share behind-the-scenes content, like preparing for an open house or volunteering in your community. Authenticity builds trust and strengthens the connection with your audience.
Transparency is equally important. Let your audience know when you share a sponsored post or partner with another business. Avoid exaggerating or making claims that could mislead potential clients.
Stay consistent and approachable
Consistency is the key to creating a strong online presence. Stick to your brand voice, use high-quality visuals, and align your messaging with your business goals.
Add video captions, alternative text for images, and inclusive language to make your content accessible to everyone. These small steps help your content reach a wider audience while demonstrating your commitment to thoughtfulness and engagement.
Monitor, adapt and grow
Social media hasn’t changed; your strategy should not have it. Monitor your posts to engage, respond to comments, and pay attention to what resonates most with your audience. Use the feedback to improve your content, and focus on what works.
It’s good to stay on top of trends, but don’t feel pressured to jump on every viral challenge. Focus on trends that resonate with your brand, and add value to your audience.
Perfecting social media habits takes time, but the payoff is worth it. You can build a strong online presence that supports your business by staying professional, creating meaningful connections and providing value-driven content. Social media is more than a marketing tool — it’s your opportunity to connect, promote and grow your real estate business.
Jessi Healey is a freelance writer and social media manager specializing in marketing. Find him at Instagram, LinkedInor Threads.
