Many Realtors view social media as a digital microphone—constantly sharing listings, market updates, and interest rate announcements in a repetitive cycle. The idea is to post regularly, stay top of mind, and generate leads.
However, in today’s overcrowded digital environment, this approach often leads to diminishing returns. Why? Because social media is not just about content; it’s about building connections.
Agents who only focus on posting frequently often overlook the true power of these platforms: engagement. Genuine interactions establish trust, form relationships, and turn passive followers into loyal clients and recruits. The key to a Realtor’s sustained success on social media is not just producing more content; it’s nurturing meaningful conversations.
From broadcasting to relationship-building
Consider the most successful real estate professionals in your area. They likely have a strong presence both online and offline not just because they are active in the market, but because they make people feel acknowledged, heard, and appreciated. The same principle applies to social media.
For example, when I shared a carousel post about the Mel Robbins “Let Them” theory and its relevance to real estate agents, the response was overwhelming. The post deeply resonated with many agents grappling with self-doubt and industry pressures, leading to meaningful conversations in the comments and direct messages. This engagement was not just about increasing visibility—it allowed me to connect with agents, understand their challenges, and offer guidance to help them navigate tough moments in their careers.
Algorithms favor engagement, meaning that the more authentic conversations you have, the more visible your posts become. But more importantly, engagement builds credibility. A potential client is much more likely to trust an agent who responds to their inquiries, provides value, and interacts with their content than one who only posts generic real estate material.
Strategies to foster meaningful engagement
So how can real estate professionals transition from content-focused to connection-driven social media strategies? Here are a few practical approaches:
1. Engage first, post second
Instead of immediately posting, spend the first 10 to 15 minutes engaging with others. Comment on posts from local businesses, clients, and potential clients. Respond to stories, answer questions in groups, and participate in relevant discussions. This not only strengthens relationships but also boosts your visibility.
2. Ask more questions
A simple way to spark engagement is to encourage conversation. Instead of sharing a generic market update, ask your audience for their opinions. For instance:
- “What’s the number one thing you wish you knew before buying your first home?”
- “If you could design your dream home with an unlimited budget, what’s the one feature you’d include?”
Questions prompt responses, which in turn enhance your post’s reach and deepen connections with your audience.
3. Leverage polls, stories, and interactive features
Instagram, Facebook, and LinkedIn offer built-in tools designed for interaction. Utilize polls, Q&A stickers, and quizzes to encourage participation. For example, a brief Instagram poll asking “Would you prefer to buy a fixer-upper or a move-in-ready home?” generates easy engagement while allowing you to converse with those who respond to your poll.
By posing questions about real estate trends, business challenges, or even gauging interest in a brokerage switch, I’ve been able to initiate conversations that go beyond superficial engagement. These polls not only provide insight into what agents are thinking, but they also create opportunities for one-on-one discussions. Whether it’s a simple query about content ideas or a discussion that leads an agent to consider joining our brokerage, these interactions create possibilities that a standard post alone could never achieve.
4. Respond thoughtfully, not just quickly
When someone comments on your post, refrain from the standard “Thanks!” reply. Instead, transform the comment into a conversation. If someone says, “Love this listing!”, reply with, “Thanks! Are you familiar with the neighborhood?” This keeps the dialogue flowing and signals to the algorithm that your content is generating genuine interactions.
5. Create ‘save-worthy’ and ‘share-worthy’ content
While engagement is crucial, content still plays a role. Prioritize posts that educate, entertain, or inspire—things people want to save or share. Examples include:
- A carousel post breaking down “5 hidden costs of buying a home”
- A short video featuring you touring a home with b-roll footage, overlaying median home prices in different neighborhoods, and using trending audio to increase reach.
- A post offering a free “Ultimate moving guide checklist” PDF—prompting followers to comment “guide” to receive it via DM.
Source link
This article was complied by AI and NOT reviewed by human. More information can be found in our Terms and Conditions.
