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In today’s Internet-first world, a property agency website and online listings’ marketing are crucial to building a digital presence for real estate businesses. Certainly, your striking website and social media accounts should be regularly updated with relevant and useful content. Otherwise, what is the point?

While a website’s organic impression mainly depends on SEO ranking and URL referral from other sources, social posts appear on platforms’ homepage, which people browse through daily. Most businesses nowadays utilize Facebook, Instagram, TikTok, or other popular social media in the market as the channels to have daily conversations with their target audience.

As a property agency, regularly updating your social media is one way to remind your potential clients of the services and promote the agency’s credibility – showing that your business is legitimate and active. However, producing content ideas can be challenging at some point.

Compared to website articles, social media posts are more conversational and specific. Below are the basics to adhere to when designing the content for social media:

Be insightful: If you have not done so, define your target clients and gather their insights. This will scope down which social platforms to prioritize, and as well as the directions for content, tone of voice, and visuals. What you post on social media should be relevant and engaging to your prospective clients. Keep in mind that in some cases, target clients for certain listings can be more specific than the target clients of the whole agency.

Be concise: Engaging content does not mean lengthy. Considering the amount of content flooding the newsfeed each day, the audience cannot afford to spend too long on each post. Whether you are posting in text, video, or infographic, make sure your copy is concise and attention-grabbing from the start.

Be frequent: Posting once or twice a month is not enough to make yourself visible on social media. While the optimal frequency varies across platforms, you should manage to post at least three times a week on Facebook, LinkedIn, or Instagram. However, if you choose platforms like TikTok, Twitter, and Pinterest, the recommended frequency can be multiple times per day.

Be diversified: This is the chance to put on your creative hat! Consistently rotating between five available apartments to post along with their features and prices is a common mistake observed on agencies’ social media sites. Adding variations to both content subject and media types (e.g. image, carousel, short video, etc.) is essential to keep your audience engaged.

As an agent, are you expected to post fresh content several times a week? The answer is yes, if you wish to build an online presence beyond your agency’s website. However, there is no need to feel intimidated. The following social media content ideas for the real estate business will help fuel your creativity!

1. Featured listings with a twist

Available listings are always interesting to share as most people who visit or follow property agencies on social media are those seeking to buy or rent one. However, instead of repeatedly sharing listings’ features and prices, you can always add storytelling to create relatable and fun posts. A neighborhood tour, behind-the-scenes video of house staging, time-lapse video of the living room window, and gardening ideas for the backyard are a few examples of lively additions to what could have been just another listing post.

2. Website articles

Good news! If you are already publishing articles on your website regularly, you can always leverage the content across platforms. Sharing a few short paragraphs accompanied with a visual on text-friendly social media like Facebook and LinkedIn. Infographics are a great tool. The key is to present your article briefly and invite the audience to visit your website to read and explore more. This saves you time and gives consistency across channels.

3. Property buying guides

Buying a property is undoubtedly a high-stake decision and a complicated process at the same time. Especially for first-time buyers, unbiased, professional advice is always welcomed. Infographics or short videos discussing tax benefits, paperwork cautions, mortgage recommendations, inspection tips, etc. Although this type of content does not sell your listings, it effectively promotes your positioning as a trusted advisor and helps attract more followers as they find your content beneficial. Remember, potential buyers are among your followers!

4. Market news and industry insights

If your agency is locally focused, news updates about the cities or areas relevant to you are worth sharing. Property seekers would love to know about the changes in the neighborhood that they consider buying or renting a property. Particularly in investor buyers’ perspective, new development projects, infrastructure plan, or public transportation upgrades directly impact properties’ value.

5. Home development how-to

Depending on the occasion and your target market, simple how-to posts are a good break from a series of property updates. House-warming party ideas, eco-friendly festive decorations, self-painting tips, and DIY pet corner are some of the lighter topics to include in your social media. Think of it as online home staging. You can integrate this type of content when showcasing your listing online. This helps prospecting buyers picture themselves living there and build emotional engagement.

Be ready to nurture leads from social media

Since you have made so much effort in generating quality leads on social media, how you nurture them through stages is equally important. Property Raptor is the AI-powered CRM system built together with industry experts to help real estate agents manage data and documents more efficiently and accurately in a centralized system, allowing them to focus on nurturing the right relationships and close more deals. See it yourself –book a free demo with us today!