Social Media: Creating Compelling Content That Keeps You Top of Mind

Hey there! If you’re reading this, you’re probably a real estate agent who’s feeling a bit stuck with social media. Maybe you’ve tried posting a few times, but it feels like you’re talking to a void. Or perhaps you’re struggling to figure out what content will keep people interested while also turning followers into leads. Well, you’re not alone! Let’s dig into some practical, actionable tips for creating social media content that feels natural, builds trust, and most importantly, gets people thinking about you when it’s time to buy or sell.

1. Start by Knowing Your Audience

The first step to creating content that resonates is to know exactly who you're talking to. Picture your ideal client—are they first-time homebuyers, downsizers, or investors? Knowing their specific needs and pain points helps you shape content that speaks directly to them. When you target your content this way, it stops being generic and starts feeling like something of value that people want to see. It could be simple advice on saving for a down payment, staging tips, or market updates tailored to your community.

2. Showcase Your Personality

People follow people, not logos or brands. Social media is an excellent way to share your personality, style, and values with potential clients. Don't be afraid to showcase who you are outside of being a real estate agent. Share your hobbies, favorite local spots, or even pet pictures (believe it or not, posts with pets usually do well!). When people can connect with you on a personal level, they’re more likely to trust you with their real estate journey. Authenticity will keep people following, watching, and engaging with you.

3. Provide Value, Don’t Just Sell

A common pitfall is using social media only as a billboard to promote your listings. Yes, showcasing properties is important, but it shouldn’t be the only thing you’re posting. Think about the kinds of questions clients ask you regularly. These can serve as the foundation for educational content that provides real value. Some ideas could include:

• Tips for first-time homebuyers
• “Why staging matters” before-and-after posts
• How to boost your home’s curb appeal on a budget
• Market updates and trends specific to your area

When you focus on sharing valuable insights, followers see you as a go-to resource, not just a salesperson. This approach builds trust and positions you as an expert in your field.

4. Experiment with Different Formats

Don't feel like you have to stick to one type of content. Different formats can help you reach different types of followers. Here are a few to try:

• Photos: Eye-catching images are always a win, especially if you can showcase beautiful listings, local landmarks, or events in your area.
• Videos: Videos are huge right now! They can range from quick, 30-second tips to longer home tours or market updates. Try to keep them engaging by using a conversational tone.
• Stories: Instagram and Facebook stories are great for quick updates or behind-the-scenes looks at your day. Stories feel less formal and can help you connect on a more personal level.
• Reels or TikToks: If you’re comfortable with it, short-form video content is a fantastic way to gain visibility. Use these for quick tips, funny real estate moments, or trending challenges that let your personality shine.
• Carousels or Infographics: A carousel (multiple images or slides in a single post) can work well for topics that need a bit more detail, like “5 Tips for Home Buyers” or “Top Reasons to Move to [Your City].”

Experiment with different types, and see what resonates most with your audience. You might be surprised by what works best!

5. Be Consistent but Realistic

One of the biggest challenges with social media is staying consistent. I get it—real estate is a busy business, and posting on social media can feel like the last thing on your to-do list. However, maintaining consistency is crucial for staying at the forefront. Instead of aiming to post every day, set a realistic goal. Maybe that’s three times a week or even just once. Whatever you can manage, stick with it! Consider using a content calendar or scheduling tools like Later, Buffer, or Hootsuite to help plan posts in advance. Consistency shows people that you’re dedicated and reliable, which is exactly the impression you want to give as a real estate professional.

6. Use Local Hashtags and Geotags

If you’re in real estate, your primary audience is local, so leverage that in your content. Use location-specific hashtags and geotags to increase the likelihood of people in your area seeing your posts. For example, if you’re based in Miami, you might use hashtags like #MiamiRealtor, #MiamiLiving, or #SouthBeachHomes. Geotagging your posts to specific neighborhoods, communities, or landmarks also makes your content more discoverable to local clients. This will help you reach more people who might actually be interested in your services.

7. Engage, Engage, Engage

Social media isn’t just about posting; it’s about building relationships. Spend time responding to comments, liking other people’s posts, and engaging with potential clients and local businesses. When people see that you’re genuinely interested in what they’re saying or doing, they’re more likely to remember you when they need a real estate agent. Set aside even just 10 minutes a day to engage with your followers. Building a connection with your audience over time can be the difference between being just another realtor on social media and being the one they feel connected to.

8. Highlight Client Success Stories

Social proof is a powerful thing. Showcasing client success stories is a powerful way to build credibility and trust. After a successful transaction, ask if your client would be willing to provide a testimonial. If they’re comfortable, snap a photo with them in front of their new home and post it with a short caption about their journey. It’s a subtle but powerful reminder to your followers that you’re experienced, trustworthy, and capable of making dreams come true.

9. Embrace Storytelling

Facts tell, but stories sell. People love stories, especially when it comes to big life events like buying or selling a home. Tell tales from your personal experiences, such as assisting a family in finding their ideal home or demonstrating exceptional service to a client. Storytelling adds a human element to your content, making it more relatable. Even if it’s something simple like how you got into real estate or a memorable moment at an open house, sharing your experiences gives followers insight into what makes you a successful agent.

10. Stay Patient and Track Your Results

One of the hardest parts about social media marketing is that it can take time to see results. Don’t get discouraged if your follower count isn’t skyrocketing or if engagement seems low. Growth happens over time, and consistency is key. Track what’s working and adjust as needed—check which posts get the most engagement, see if certain times of day perform better, or notice if videos get more traction than photos. Adjusting based on what resonates with your audience will help you improve your strategy over time.

Wrapping It Up

Social media doesn't have to be a burden; it can be an effective tool for connecting with clients, showcasing your expertise, and maintaining your visibility. Start with a clear sense of who your ideal client is, stay authentic, provide valuable content, and engage genuinely. And remember: it’s okay if your social media doesn’t look perfect. People connect with real people, so let your personality and expertise shine through.

Building an engaged audience may take time, but by adhering to these strategies, you'll soon find yourself with a steady stream of followers who trust you as their go-to real estate expert!