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Social media has become essential for estate agents looking to connect with clients, showcase their property listings, and build their brand.
However, for many busy agents, managing a social media presence can feel overwhelming and even impossible.
The good news is that it doesn’t have to be!
In this blog, we’ll share four tips our marketing team at PropertyBox use to simplify social media planning and posting.
These straightforward techniques will help you navigate social media with confidence and help you expand your reach, growing both your agency’s profile and your personal brand.
How to Create a Social Media Content Calendar
First things first, you need to decide how to organise and plan your content.
Developing a monthly content calendar helps you outline what to post and when.
This helps maintain posting consistency and ensures a balanced mix of content types.
Aim for a variety of formats including images and videos to keep the feed interesting and to test what performs on each social platform.
There are numerous tools you can use to build a content calendar, including Trello or Notion.
However, if you want to avoid paying for another tool, Google Sheets or Excel are great tools to create a customisable content calendar.
At PropertyBox, our marketing team plans our content in a spreadsheet. You can download a similar version of the calendar we use here.
We’ve even included a framework for a month of estate agency content, you’re welcome!
Deciding on What Social Media Content to Post
Your content ‘buckets’ are the core content topics or types you’ll post on your social media accounts.
These should be topics you think will resonate with your target audience, and that you think you can create content around regularly.
You’ll want to keep this to around 4/5 content types. This allows you to have variety in your content without diffusing your online brand.
Examples of content buckets are:
Property For Sale/Rent
This content is focused on highlighting a recently launched property. You want to ensure you showcase a range of property types and areas throughout the month. This will present the diversity of your agency’s portfolio and connect you with all of your target audience.
Behind The Scenes/Personal Brand
This content is about showcasing you as an agent and building rapport through content. It’s a good opportunity to be playful with your content and develop an emotional connection with your audience.
Property Has Been Sold/Rented
This is an opportunity to highlight your success as an agent. After all, this is what your clients will ultimately care about. Update audiences on properties that have been sold or rented on a weekly basis to showcase your ability to market properties well.
Testimonial/Review
Nothing is more persuasive than a genuine and positive account of a client’s experience with you as their agent. Start building a stock of testimonials from past clients so you can post them regularly to build credibility and trust with followers.
Creating a Social Media Posting Method
Sometimes, hitting ‘post’ can feel overwhelming, causing it to slip down your to-do list.
However, this is ultimately the most important part of building a presence on social media. If you’re not posting, you’re not going to grow your visibility.
If you’re serious about growing on social media, schedule 10 minutes daily into your diary to ensure you get your planned content posted.
Doing this at the same time, every day, preferably early, will improve the likelihood of consistency and help social media marketing become part of your daily routine.
You could also do the same for social media engagement, and pencil in a regular window of your day you dedicate to engaging with your audience and other relevant accounts.
If you’re posting super frequently, or to numerous accounts then using a scheduling tool like Hubspot or Buffer can help simplify the posting process.
Or, even better. The PropertyBox Social Media Campaigns tool allows you to create property-specific social content, post to your connected accounts in a click, and monitor the results, all in one place.
Determining How You’ll Measure Success on Social
Talking of social media monitoring, you’ll need to determine what it is that constitutes a successful social post for your brand.
This way, you can analyse your posts and do more of what is working, and less of what is not.
Examples of your potential goals as an agent, and supporting metrics include:
- Creating an engaged audience: Look at engagement metrics such as likes and comments
- Brand awareness: Monitor your post’s reach and impressions
- Generate leads: Track conversion rates and CTRs
- Showcase properties: Keep an eye on video views, post reach and property content shares
- Drive Traffic to your site: Track referral traffic
Most social media platforms have ways you can view content metrics natively on the platform, which you could then collate to assess content strategy performance.
You can also use social monitoring platforms like Sprout Social to make this process less manual.
PropertyBox also consolidates your metrics from social accounts for all content shared through the platform, making your social monitoring even easier.
Once you have your data, you can review how each content piece is supporting your goals. Then simply scale what your audience appears to like, and cut down on what isn’t gaining traction.
Conclusion
By implementing these strategies, estate agents can simplify their social media posting process while enhancing their engagement with potential clients. A well-planned approach that leverages scheduling tools, engages audiences, and adapts to trends will not only save time but also build a stronger online presence. This will help you stand out in the competitive real estate market, helping you to achieve your agency’s goals.
