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Mastering social media is no longer an option for real estate professionals. It’s the foundation for building trust, demonstrating expertise, and connecting with clients in meaningful ways. But knowing how to navigate these platforms with professionalism and authenticity is where the magic happens.
Whether you’re planning your strategy for next year, quarter, or next week, now is the perfect time to refine your approach. Proper social media etiquette is about more than just what you post. What matters is how you show up online, the tone you set, and the relationships you build.
To fine-tune your digital presence, take a closer look at the strategies you need to know to create value-driven content, engage thoughtfully, and stay true to your brand. With these tips in your toolkit, you’ll be ready to turn your social channels into powerful tools for growth and connection.
know your audience
Understanding your audience is the foundation of effective social media. Are you talking to first-time buyers, empty nesters, or luxury investors? Each group has different questions, challenges, and goals. Tailor your message to their specific needs.
Remember that not all platforms are created equal. Instagram is the perfect visual playground to showcase amazing home and lifestyle content. Facebook is great for community updates and deeper conversations. LinkedIn, on the other hand, allows you to connect with your peers and showcase your expertise.
Be professional and approachable
Your online presence should reflect the same professionalism as your in-person interactions. Speak to someone in authority. However, avoid being too formal. Clients want to know that you are knowledgeable, but they also want to feel comfortable working with you.
Part of your job is to respond to comments, messages, and reviews. Even if the feedback isn’t exciting, respond in a timely manner, politely, and constructively. For example, if a client posts a complaint, you can say: Connect privately to solve problems. ”
build meaningful connections
Social media isn’t just for showcasing your listings. It’s also about building relationships, fostering interaction, asking questions, and sharing engaging content that sparks conversation. A simple but effective question is, “What is the one feature you want in your dream home?”
Engagement is important, but avoid delving into controversial topics or letting negativity get under your skin. Disagreements and hostile comments are better handled offline. A calm and thoughtful response will go a long way in protecting your reputation.
Create content that provides value
Your audience follows you for a reason. They want insight, inspiration, and information. We share tips, market updates, and neighborhood highlights to help you navigate the home buying process. When posting your listing, please make sure your photos and descriptions are professional and accurate.
It is also important to strike the right balance. Posting too often or tagging your followers too much can come across as spam. Focus on quality content that provides real value and keep your schedule consistent without overwhelming your audience.
Protect your privacy and follow the rules
Real estate professionals are bound by regulations that extend to social media. Make sure your postings comply with Fair Housing laws and MLS rules, and always prioritize client confidentiality.
For example, if you’re posting about a recent sale, make sure you have permission to share details and photos. Please be careful to avoid potential privacy issues.
Be authentic and transparent
Clients want to see the real you, not the polished façade. Share behind-the-scenes content like preparing for an open house or volunteering in your community. Authenticity builds trust and strengthens your connection with your audience.
Transparency is equally important. Let your audience know if you’re sharing a sponsored post or collaborating with another business. Avoid exaggerations and claims that can mislead potential customers.
Maintain consistency and accessibility
Consistency is the key to growing your online presence. Stay true to your brand voice, use high-quality visuals, and align your message with your business goals.
Make your content accessible to everyone by including video captions, image alt text, and inclusive language. These small steps will help your content reach a wider audience while demonstrating your commitment to thoughtfulness and inclusivity.
Monitor, adapt and grow
Social media isn’t static. Your strategy should be neither. Monitor post engagement, respond to comments, and pay attention to what resonates most with your audience. Use feedback to improve your content and focus on what works.
It’s good to stay aware of trends, but don’t feel pressured to jump on every viral challenge. Focus on trends that align with your brand and add value to your audience.
Learning social media etiquette takes time, but it’s worth it. By remaining professional, making meaningful connections, and providing value-driven content, you can build a strong online presence that supports your business. Social media is more than just a marketing tool. An opportunity to connect, inspire and grow your real estate business.
Jessi Healey is a freelance writer and social media manager specializing in real estate. please find her Instagram, linkedinor thread.
