With the rise of various social media platforms, it has become easier for real estate businesses to reach their target audience and promote their services. However, a common mistake that many real estate businesses make is posting the same content across all social media platforms. While it may seem like a convenient and time-efficient strategy, it is not an effective approach for social media marketing.
In this blog post, will explore why this is the case and provide some tips on how to optimise your social media presence to maximise its impact on your real estate business.
Reasons why you should not post identical content across all social media platforms:
- Lack of personalisation: Each social media platform has its unique features and audience. By posting the same content across all platforms, you miss the opportunity to customise your message for each platform’s audience. What works well on one platform may not work on another, and your audience may get turned off by seeing the same message repeatedly.
- Reduced engagement: Posting the same content across all platforms can lead to reduced engagement from your audience. Your followers may lose interest in your content if they see the same message everywhere. It can also come across as spammy and uninteresting.
- Missed opportunities: Posting the same content across all platforms can limit your creativity and imagination. Each platform has its own unique features, such as hashtags, filters, and stories, that can enhance your content and make it more appealing to your audience. By not using these features, you are missing out on the opportunity to create more engaging and memorable content.
- Spamming: Posting the same content on multiple platforms can come across as spammy to your audience, leading to a decrease in engagement and a negative perception of your brand.
- Platform-specific features: Each social media platform has its own features, such as hashtags, image dimensions, and character limits, that are designed to optimize content for that platform. Ignoring these platform-specific features can result in suboptimal performance of your content.
- Algorithmic penalties: Posting the same content across multiple platforms can also hurt your social media performance. Social media algorithms are designed to prioritise fresh and unique content, and posting the same content everywhere can be seen as spammy behaviour. As a result, your posts may be penalised and shown to fewer people.
The different types of content real estate businesses should be adding to social media platforms
Creating content that is suitable for each social media platform can help your real estate business reach a wider audience and engage with potential clients in a more effective way. Here are some suggestions for creating content that is appropriate for each platform:
Facebook is one of the most popular social media platforms, with over 2.8 billion active users. As a real estate business, Facebook can be an excellent tool for showcasing your properties and engaging with potential clients. Here are some types of content that you should be adding to Facebook:
- Property photos and videos: Sharing high-quality photos and videos of your properties is essential on Facebook. You can use these visuals to showcase the features and amenities of your properties, and attract potential buyers or renters.
- Virtual tours: Virtual tours are becoming increasingly popular in the real estate industry, especially during the pandemic. Facebook allows you to share virtual tours of your properties, giving potential buyers or renters a more immersive experience.
- Blog posts or infographics: Sharing informative blog posts or infographics about the real estate industry or the buying/selling process can establish your business as an authority in the industry. These types of content can also provide value to your audience and attract potential clients.
- Testimonials: Sharing testimonials from satisfied clients can help build trust and credibility with potential clients. You can share these testimonials as posts or use Facebook’s review feature to showcase them on your page.
- Community events or news: Sharing community events or news related to the local area can show that you’re invested in the community and establish your business as a local expert.
- Polls or surveys: Using Facebook’s poll or survey feature can be a fun way to engage with your audience and get their feedback on a particular topic.
Instagram is a visual platform that’s perfect for showcasing your properties and establishing your brand’s aesthetic. With over 1 billion active users, Instagram can be an excellent tool for real estate businesses to attract potential buyers or renters. Here are some types of content that you should be adding to Instagram:
- High-quality property photos and videos: Instagram is all about the visuals, so it’s essential to share high-quality photos and videos of your properties. You can use different angles, lighting, and filters to make your properties stand out.
- Instagram Stories: Instagram Stories allow you to share more behind-the-scenes content of your business or properties. You can use this feature to showcase your team members, give a sneak peek of new properties, or highlight community events.
- Behind-the-scenes content: Sharing behind-the-scenes content of your business can help humanise your brand and build a more personal connection with your audience.
- Inspirational quotes: Sharing inspirational quotes related to homeownership or the real estate industry can be a fun way to engage with your audience and showcase your brand’s personality.
- User-generated content: Reposting photos of your properties taken by your clients or followers can be an excellent way to showcase your properties from a different perspective and build social proof.
- Instagram Reels: Instagram Reels allow you to share short videos showcasing your properties in a fun and creative way. You can add music, text, and filters to make your Reels stand out.
Twitter is a fast-paced platform that’s great for sharing real-time updates and engaging with your audience. With over 330 million active users, Twitter can be an excellent tool for real estate businesses to reach potential clients and showcase their properties. Here are some types of content that you should be adding to Twitter:
- Property updates: Sharing updates on your properties, such as new listings or price changes, can help attract potential buyers or renters.
- Real-time news or events: Twitter is all about real-time updates, so sharing news or events related to the real estate industry or the local community can help establish your business as a local expert.
- Visuals: Sharing visuals, such as photos or videos, can help make your tweets stand out and attract more engagement from your audience.
- Industry insights: Sharing industry insights or statistics can showcase your business’s knowledge and expertise in the real estate industry.
- Hashtags: Using relevant hashtags can help increase the visibility of your tweets and attract more engagement from your target audience.
LinkedIn is a professional networking platform that’s great for establishing your business as a thought leader in the real estate industry. With over 740 million active users, LinkedIn can be an excellent tool for real estate businesses to connect with potential clients and establish their credibility. Here are some types of content that you should be adding to LinkedIn:
- Industry news or insights: Sharing industry news or insights can establish your business as a thought leader in the real estate industry and showcase your expertise.
- Thought leadership articles: Writing thought leadership articles on topics related to the real estate industry can help establish your business as an authority in the industry.
- Property updates: Sharing updates on your properties can help attract potential buyers or renters and showcase your business’s current inventory.
- Success stories: Sharing success stories of satisfied clients can help build trust and credibility with potential clients.
- Company culture: Sharing behind-the-scenes content of your business or showcasing your company culture can help humanise your brand and build a personal connection with your audience.
YouTube
YouTube is a video-sharing platform that can be a powerful tool for real estate businesses. With over 2 billion monthly active users, YouTube can help businesses showcase their properties and establish their brand through video content. Here are some types of content that you should be adding to YouTube:
- Property tours: Creating property tours can help potential buyers or renters get a better sense of the property’s layout and features.
- How-to videos: Creating how-to videos on topics related to real estate, such as how to prepare your home for sale or how to stage your home for an open house, can establish your business as a helpful resource for potential clients.
- Client testimonials: Sharing client testimonials in video format can help build trust and credibility with potential clients.
- Industry insights: Creating videos on topics related to the real estate industry, such as market trends or insights into the buying or selling process, can showcase your business’s expertise and knowledge.
- Virtual events: Hosting virtual events, such as webinars or Q&A sessions, can help establish your business as an authority in the real estate industry and provide value to your audience.
Maximise your social media presence by repurposing content across platforms.
Repurposing content for different platforms is a great way to save time and effort while still reaching a wider audience. However, it’s important to make sure that the content is tailored to the specific platform and its audience. Here are some examples of how you can repurpose content for each platform:
Facebook:
- Turn blog posts or articles into Facebook posts with a summary and a link to the full article.
- Repurpose Instagram Stories into Facebook Stories to showcase behind-the-scenes footage or other engaging content.
- Share real estate industry news or tips that were originally posted on LinkedIn.
Instagram:
- Use high-quality photos from your Facebook listings to create Instagram posts.
- Turn longer-form videos into shorter clips or teasers for Instagram Reels.
- Repost positive client reviews from Facebook or LinkedIn on Instagram to showcase social proof.
LinkedIn:
- Turn Instagram or Facebook posts into LinkedIn status updates or long-form articles with more in-depth analysis or commentary.
- Share industry-related news or tips that were originally posted on Twitter.
- Repurpose blog posts or articles into LinkedIn articles with a more professional and formal tone.
Twitter:
- Use photos and videos from your Facebook and Instagram accounts in Twitter posts.
- Share real estate news or tips that were originally posted on LinkedIn, in a shorter format.
- Repurpose blog posts or articles into shorter Twitter threads or threads of tweets.
Youtube:
- Repurpose short videos from Instagram Reels or Facebook Stories into longer, more in-depth video tours.
- Create virtual tours of your properties by stitching together high-quality photos or video footage.
- Share success stories, testimonials or case studies about your clients in video format.
Its important remember, when repurposing content for different platforms, to keep the specific platform and its audience in mind. The content should be tailored to fit the platform’s format and tone, and any language or images should be appropriate for the specific audience.
Conclusion
Social media can be an excellent tool for real estate businesses to showcase their properties and connect with potential clients. However, it’s essential to tailor your content to each platform and understand what types of content are most effective on each platform. By incorporating the types of content outlined in this article, real estate businesses can establish their brand, showcase their expertise, and attract potential clients.
