Social media consultant Katie Lance recently spoke at the California Association of Realtors expo in Long Beach – and Home Value Leads was there! We’ll be sharing insights, tips and great advice from people like Katie whom we met and heard speak on various topics that will help grow your real estate business.
Katie encourages business owners like real estate agents to #GetSocialSmart through her virtual academy of the same name. Here, we’ve brought together the highlights of her presentation on how to use Instagram to grow your real estate network and subsequently your business.
Before You Begin
Before you begin any social media work, it’s important, as Katie advises, to be intentional with what you post. You know better than any profession as a real estate agent that you’ve got to have a plan and then stick to it. Same goes for social media. If you don’t have a very, very clear plan, at least be consistent when posting so you don’t lose your audience.
A Picture is Worth a Thousand Words
Real estate involves lots of photos, more than just listing photos for sure. Katie says to “think beyond the listing photo.” What other areas of your business can be better highlighted or enhanced with a great photo or two?
A short list of what you can include in your real estate marketing beyond listing photos include:
- Coffee House
- Pizza Place
- Happy Clients
Every Home Has a Story
We’ve mentioned this time and time again, but it definitely bears repeating. Instead of listing the obvious, boring details of a house, share in your Instagram and other social media posts what the house feels like. What does it remind you of when you walk through the door? How do you picture homeowners using the spaces within it? Or outside?
Use your imagination and complement your social media photos with a more exciting description that will motivate buyers to see the house right away. In Katie’s example, she featured a three-photo collage of a backyard with the caption, “I’m having some serious backyard envy…… isn’t this yard just dreamy?!” It may not be your voice, but if you have fun and share what your first thoughts are in your own voice, then it can go a long way to be less sale-sy and more inviting.
Show Your Passion and Who You Are
Social media connects you more personally with your audience, so it’s okay to get a little personal with it. Plus, as real estate is partly a relationship-based business, it’s important to showcase who you are in your social media marketing.
One way is to demonstrate your passion for what you do. This can be through memes that you create yourself, cool shots of you “on the job” or images from your last community-focused event.
To show your lighter side, you can be creative and piggyback off of standard holidays or even ones that are a little goofier (Margarita Day, anyone?).
Celebrate Your Clients
Ever so often, it’s nice to include photos of someone other than you (no offense) or your team. How about your clients? This is again an opportunity to tell a story. Whether it’s your client’s first home to close on, a bigger house for a growing family or empty nesters downsizing, you can tell their story, including the challenges they faced and how you helped them meet those challenges.
Create Local Content
Imagine your Instagram feed with photos that paint a total picture of a community. Interspersed between listing photos and clients, you can show upcoming attractions, new complexes, green spaces and more. This demonstrates your expertise in a particular area in addition to helping you become the go-to agent for all things local.
A few more tips that you might find helpful to make your Instagram feed shine: