How Leveraging Assets for Social Growth Builds Your Brand

Social media has become an indispensable tool for real estate professionals looking to expand their reach, connect with potential clients, and build their brand. Each platform offers unique opportunities for engagement, and understanding how to utilize them effectively is critical to enhancing your market presence and standing out. Don’t stress – we’re here with a roundup of our top ideas for each platform to help you with leveraging assets for social growth. 

But before we dive into each channel, there’s one important thing to consider: what do you have time for? Social media gives back what you put into it — each platform will be a worthwhile investment for your brand if your engagement with it is consistent and high quality. While it can be tempting to spread yourself across every platform, it’s easy to let the relationships you’ve made online die on the vine when life gets busy around you. Our recommendation: choose one or two platforms (especially if some of the content you create can be posted on both), build a plan with consistent weekly (if not daily!) engagement, and commit to executing on it.

With that out of the way, let’s dive into each platform and the opportunities they present:

1. Facebook: Building Community and Engagement

Facebook remains a powerhouse for real estate agents due to its broad demographic reach and community-building features.

• Create and Manage a Business Page: If you don’t have one already, start with a professional business page where you can post listings, market updates, and helpful resources. A business page not only builds credibility in your business, it also opens up an insights dashboard that helps you manage your presence. Regular, informative posts from your business further establishes your brand online and keeps your audience engaged.
• Leverage Facebook Groups: Facebook is a treasure trove of highly engaged, hyper-focused communities where you can really reach the right people with your message if you offer something of value. Participate in local community groups or even create your own to build a sense of neighborly connection. These groups can be a goldmine for networking, sharing local market insights, and showcasing your expertise. Just be sure to read each group’s guidelines around marketing and selling and follow them carefully.
• Facebook Live: Utilize Facebook Live for virtual open houses or Q&A sessions. Live interactions add a personal touch and can be particularly engaging during the holidays, showcasing beautifully decorated homes or hosting holiday-themed real estate advice sessions.
• Utilize Facebook Ads: Invest in Facebook ads to target specific demographics. You can create ads for listings, open houses, or your real estate services, and tailor them to reach potential clients in your local area, especially during peak holiday seasons when people are more active online.0

Pro tip: It can be hard to know where to start with Meta’s advertising platform. MoxiPromote makes it super simple to run optimized ads for your brand and listings. Explore MoxiPromote.

• Share Client Testimonials: There’s nothing like social proof to boost your credibility online. Testimonials from your satisfied clients build trust with your audience and add a personal touch to your feed.
• Interactive Posts: Engage your audience with interactive content like polls or questions. For instance, ask followers to vote on their favorite holiday-decorated home from your listings, or the most drool-worthy kitchen.
• Share Industry News: Regularly post about real estate market trends and news, sharing your own take on it, to position yourself as a knowledgeable source in the industry.

2. Instagram: Visual Storytelling 

Instagram’s visually driven platform is perfect for showcasing stunning properties and your personal brand as an agent.

• High-Quality Property Photos: Instagram has always been the place for stunning photos and videos – and grainy, badly-lit images really stand out on this platform. Post high-resolution images of your listings, highlighting their unique features and letting them shine on the feed.
• Instagram Stories and Reels: Use Stories and Reels for behind-the-scenes glimpses into your day-to-day life as an agent, client testimonials, or quick property tours. Seasonal content, like decorating tips for home staging during the holidays or summertime home care tips, can be particularly engaging.
• Use Hashtags Wisely: Research and use relevant hashtags to increase the visibility of your posts to potential clients in your area.
• IGTV for Longer Videos: Use IGTV for longer, more in-depth content like detailed property walkthroughs or extended market analysis videos. Be sure to think about seasonal opportunities, such as longer videos on how to decorate homes for the holidays or get your home ready for the winter months.
• Showcase Community Involvement: Post about your involvement in local events or charities, particularly during the holidays, to show your connection to the community.
• Before and After Posts: Share before and after shots of properties you’ve helped stage or sell. This visually demonstrates the value you bring to the table.

3. TikTok: Engaging the Next Generation of Homebuyers

TikTok has seen incredible growth in the last few years, and offers an opportunity to tap into a younger demographic with creative and short-form video content.

• Create Educational Content: TikTok is a treasure trove of informative content. Real estate agents can carve out their niche in this space by sharing bite-sized tips about the home buying process, market trends, or home improvement ideas.
• Embrace Trends and Challenges: One of the things that makes TikTok so popular is how it makes it really easy to hop on trends with audio or filters and make them your own. Add your unique real estate spin to them and be sure to utilize related hashtags so you can get more viewers who are following the trend to check out your video. 
• Seasonal Series and Challenges: You can also upload videos as part of a multi-part series on TikTok. Be sure to provide a resolution in your videos’ storyline, as well as a hook to entice viewers to check back in for the next one. It can also help to orient your content around seasonal trends, such as “12 Days of Home Buying Tips” during December or “10 Ways to Fall In Love with Your Home” in February. 
• Day-in-the-Life Content: Share ‘day in the life’ videos to give followers a behind-the-scenes look at your work as a real estate agent, adding a personal and relatable touch that fits perfectly with the type of content people are used to viewing on TikTok.
• Property Transformations: Everyone loves a good before/after. Use TikTok’s short-form video format to showcase fast home transformations, like home staging or quick but impactful home improvements, and treat your followers to a satisfying look at the magic of selling homes.
• Leverage TikTok’s Collaborative Features: Creating original content can become a full-time job if you let it, but TikTok also makes it easy to repackage others’ content and put your own spin on it in minutes. Use the Duet or Stitch features to react to or collaborate with other content creators, whether they’re agents or just people making content you think your audience will resonate with.

4. LinkedIn: Networking with Professionals

LinkedIn is an excellent platform for networking with other professionals and showcasing your industry expertise.

• Publish Articles: Write and publish articles about the real estate market or lessons learned as a real estate agent, offering insights and advice. Post about your successes candidly, highlighting unique challenges you’ve overcome in your real estate career. Offering professional insights to the agent community helps position you as a leader among your peers.
• Join and Participate in Groups: Some of the best networking opportunities on LinkedIn come from joining industry or role-based groups. Actively participate in real estate-related LinkedIn groups to link up with other agents and brokers, and even gain access to potential clients.
• Engage with Your Network: Regularly posting updates is the backbone of maintaining your LinkedIn presence, but commenting on and engaging with others’ content is critical as well. If you’ve joined any groups or communities, make sure not to lurk — active participation will make your membership in these groups all the more valuable. 
• Endorsements and Recommendations: Encourage satisfied clients and colleagues to leave endorsements and recommendations on your LinkedIn profile. Be sure to keep the virtuous cycle going by endorsing others you have been impressed with.
• Host Webinars or Live Sessions: If you have something of value to share, webinars can be a surprisingly engaging way to share it on LinkedIn. LinkedIn tends to attract a demographic that is eager to learn and Webinars are perfect for this audience because they are a digestible, human approach to educational content. Organize webinars or live Q&A sessions on LinkedIn to discuss various topics, like selling tips, market trends, or showing how you leverage a real estate tool. Be sure to promote your webinars on LinkedIn with their Events feature, and also promote it across your network to maximize attendance.

Some additional tips on LinkedIn Events

• You can choose to host an audio-only conversation directly on Linkedin, stream live video from another tool like Zoom, or use an external link (e.g., to a webinar hosted on your website or with another tool).
• Make a plan for collecting information from attendees, including when, how, and what information you’ll ask for. LinkedIn allows you to require registration for your event, which can be handy if you don’t have an existing system in place, but it could dissuade potential viewers from joining.
• Give yourself enough time to prepare for your event— we recommend at least a week or two. In the 24 hrs leading up to your event, you will no longer be able to change the date or time.

5. YouTube: The Power of Video Marketing

While you always want your content to be valuable from start to finish (and not a second longer than it needs to be), YouTube is the ideal platform for in-depth video content, from property tours to educational series. 

• Create a Welcome Video: Make a welcome video for your channel, introducing yourself and explaining what kind of content viewers can expect.
• Create a Video Series: Develop a series covering various aspects of real estate, such as home buying tips, market analysis, or renovation advice.
• Don’t neglect text overlays and captions: To help your content be as digestible as possible — even with the sound off — be sure to add helpful on-screen text for key topics and caption your videos.
• Utilize SEO: Optimize your video titles, descriptions, and tags to make them searchable. Be sure to put yourself in your audience’s shoes – what kinds of terms might they be looking for that your videos could contain the answer to?
• Create Playlists for Different Topics: Organize your videos into playlists based on topics like home buying tips, seller advice, or holiday home decor ideas. Again, try to think like an audience-member and group your content based on what they would be looking for from your channel.
• Utilize YouTube Shorts: In response to the way TikTok has captivated with quick, entertaining videos, YouTube is making a competitive play with YouTube Shorts. Take advantage of these short videos for sharing brief, engaging content like quick hacks or short tours of new listings.

6. Twitter/X: Real-Time Updates and Networking

While it’s recently been embroiled in controversy, X’s (formerly known as Twitter) fast-paced environment is great for sharing real-time market updates, news, and networking with industry peers.

• Tweet Regularly: Since its inception, X has always been about sharing quick, punchy content that’s relevant NOW. Share quick market insights, links to your listings, or breaking local news that relates to real estate. 
• Hashtags, hashtags, hashtags: As the inventor of the hashtag, it’s all the more important to research and use relevant hashtags for your posts on X. Using the right hashtags ensures your tweets can be viewed by as many people as possible. 
• Engage in Conversations: One of the most powerful things about X is its ability to provide a platform for conversations between thought leaders and just about anyone. Start by following industry leaders (here’s a list of some great ones if you want a start). When you see something interesting, participate in the conversation using hashtags. Don’t forget, you can be a conversation starter as well — when others engage with your tweets, be sure to reply.

Social media offers a dynamic and multifaceted platform for real estate agents to grow their brand and connect with clients. Each channel has its unique strengths, and by leveraging these, you can build a robust online presence that enhances your business. The key to successful social media marketing — whatever platforms you choose and point of view you want to share — is consistency, authenticity, and engagement.