The Do's and Don’ts of Social Media Marketing for Real Estate

In the ever-evolving world of real estate, social media marketing is no longer optional; it’s essential. Platforms like Instagram, Facebook, TikTok, and LinkedIn have become powerful tools for showcasing properties, building trust, and connecting with potential clients. However, success on social media isn’t just about posting beautiful photos or witty captions—it’s about strategy, consistency, and authenticity.

Here are the key do’s and don’ts for real estate professionals looking to elevate their social media presence:

The Do’s

1. Do Showcase High-Quality Visuals

Real estate is a visual industry, and first impressions matter. Invest in professional photography and videography to highlight the best features of your listings. Eye-catching visuals not only grab attention but also build credibility and trust.

Pro Tip: Use drone footage or virtual tours for a dynamic way to showcase properties and attract more engagement.

2. Do Post Consistently

Consistency is key to staying top of mind. Develop a content calendar to ensure you’re regularly sharing updates, listings, tips, and behind-the-scenes content. Aim to post several times a week and use tools like scheduling software to maintain your rhythm.

3. Do Engage with Your Audience

Social media isn’t a one-way street. Respond to comments, answer DMs, and actively engage with followers. Building relationships online can lead to real-world opportunities.

Pro Tip: Use polls, Q&A sessions, or Instagram Stories to interact directly with your audience.

4. Do Focus on Local Content

As a realtor, your audience is primarily local. Share community news, upcoming events, and neighborhood highlights to position yourself as the go-to expert in your area.

5. Do Leverage Video Content

Platforms like Instagram Reels, TikTok, and YouTube Shorts are perfect for quick home tours, market updates, or client testimonials. Video content tends to perform better in terms of reach and engagement compared to static posts.

The Don’ts

1. Don’t Overload Your Feed with Listings

While showcasing listings is important, flooding your feed with property after property can turn off followers. Instead, balance listings with educational content, market insights, and personal branding posts.

2. Don’t Ignore Analytics

Social media platforms provide detailed analytics to help you understand what’s working and what’s not. Ignoring these insights means missing out on opportunities to optimize your strategy.

Pro Tip: Track metrics like engagement rates, reach, and click-through rates to refine your content.

3. Don’t Use Generic or Poor-Quality Content

Avoid using stock photos or low-resolution images that don’t reflect your brand’s professionalism. Every post should add value and reflect your commitment to quality.

4. Don’t Be Too Salesy

Social media is about connection, not just conversion. If every post feels like a hard sell, you risk alienating your audience. Focus on creating value and building trust over time.

5. Don’t Ignore Negative Feedback

Occasionally, you might receive critical comments or reviews. Ignoring these can harm your reputation. Instead, address concerns professionally and strive to resolve issues.

Finally,

Social media marketing is one of the most powerful tools in a realtor’s arsenal, but it requires a thoughtful approach. By following these do’s and don’ts, you can create an authentic, engaging presence that resonates with your audience and drives results.

At Lot & Lane Creative, we specialize in helping realtors like you navigate the complexities of social media marketing. From crafting compelling content to developing comprehensive strategies, we’re here to elevate your real estate marketing. Let’s create something extraordinary together!