Please Don’t Post That on Your Real Estate Social Media!
As many of you know, I have a paid Facebook Group for my Lead Strategy Academy™ Members, and one of my students recently posted an example of the types of posts that they used to publish on their social media accounts for their real estate business. Before they had LSA.
Everyone in the group who saw the post had a good laugh and agreed that their real estate marketing strategy is so much different now after working with me.
But I’ll be honest, when I initially saw the post, the first thought that came into my head (before the uncontrollable laughter) was, “Nooooooooooooooo! Inappropriate! No! Don’t ever post that on social media!”
Cheesy Is Easy
This story got me thinking…
Why would a smart, savvy, agent post something that would hurt their brand?
The answer is because #CheesyIsEasy.
It’s easier to just throw something together so you can check it off your daily task list than to be thoughtful about your marketing and ask yourself the question…
“Is this post going to help or hurt my real estate brand?”
Because at the end of the day, you only want to post things that are going to move the needle by…
- Turning viewers into traffic…
- Traffic into leads…
- Leads into sales…
- And sales into referrals.
My 4 Step Framework That Works Every Time
Sometimes it’s hard to tell if you should actually post something. And your gut instinct is probably wrong.
So, I’m going to give you a 4-step framework that will help you decide (before you hit publish)!
1. Education
A perfect example of this would be…a Video About How To Buy And Sell A Home Simultaneously!
This one is a no-brainer and falls neatly into the education category.
And let’s face it. Lots of people would be interested in hearing your expertise on the subject and it would instantly qualify everyone who watches as someone who’s thinking about making a move. Success!
So my advice – Post it!
2. Inspiration
My Example – An Instagram Story Of You After Surfing At The Beach
Yes, I actually told you to post a story about surfing.
Let me explain why.
This one is a little less cut and dry. At first glance, you may not realize that this is an inspirational post, but it is!
Not all inspirational posts are quotes. Sometimes the inspiration comes from stoking the desire for someone’s reason for moving to your community in the first place.
So, when you post pictures of you surfing, golfing, eating, or walking to the dog park, you’re showing someone the benefits of living in your community. When they see these kinds of videos, it actually increases their desire to move.
It’s so true, and now that you hear this, you probably agree with me and see the value. So…surfs up!
3. Entertainment
Example: A Video Of The Smallest Backyard You’ve Ever Seen
Real Estate Agents see some CRAZY things on the job every day. Am I right?! And this actually makes for some of the BEST content!
True story…I held an open house once and when I walked outside, I was shocked at how small the yard was. Like it was itty bitty. So I whipped out my phone and did a quick video.
I uploaded the video to Instagram and asked my followers… “If you found your dream home, but the yard was this size, would you still buy it?”
Within minutes, it sparked a heated debate and had 30+ comments from people on both sides of the fence.
A week later, I got a lead from an old friend who happened to see the post in his newsfeed.
So even if it’s something as small as a video of a tiny backyard, post it! You never know what it might lead to!
4. Promotion
Idea for you: A Video All About You And How You Became A Realtor®!
People love to hear your stories so that they feel like they get to know the real you.
With that being said, not every promotional video needs to be a listing. Sometimes, you can promote yourself, your brand, or your services.
In fact, I’d argue that these are even more powerful than a listing because it shows a lead why they should choose you over your competition.
Get that camera out and get to filming your story…and post it!
Huge, Big, Important Advice
If it doesn’t fall into one of these 4 buckets, don’t post it, because it’s not going to move the needle.
And it might even hurt your business.
Because the bad news is that you cannot post about hot topics like religion or politics.
But the good news is that you now have a framework to post so many more topics that you may have never even thought of. And these topics will actually make you more money and grow your real estate business! And that’s a good thing!
