It’s no secret that social media has become a leading platform for building networks, generating leads and personifying brands. In fact, social media has been cited as one of the best source for generating high-quality leads and most industry professionals utilize the space in some shape or form. I’ve personally incorporated my channels into the overarching marketing strategy at Brooke Group Real Estate and the formalized approach has lent itself well to bringing in higher quality leads while building an engaged following who understand who we are, what we do and what sets us apart.
That said, when I started this digital journey about three years ago, I had no idea that there were so many nuances to consider. My paradigm shifted when I was introduced to the professionals at Watermark Inc. This agency is dedicated to providing the tools that us entrepreneur types need to leverage as we continue to set our sights toward building our respective businesses, and ultimately, our bottom lines.
Our discussions about best practices, killer content and what to expect from these platforms in the years ahead soon took on the form of practical takeaways that I could actually implement. This was refreshing because, if you’re like me, you often find yourself feeling more confused than empowered after having read a blog post on making Reel or an AdAge article about the latest TikTok craze. The expertise at Watermark Inc. helped me develop content that is driven by clear goals and an authenticity that continues to help me and my team break through the noise.
You don’t have to be on every platform to make an impact.
According to the team at Watermark, you don’t have to overextend yourself or your resources when mapping out your social media strategy. If you aim to show up on every platform, you’ll eventually exhaust yourself and become frustrated by a lack of results. Before leaning in, ask yourself the following:
- Where does my target audience spend most of its time?
- What type of content will I be sharing?
- What are my top 3 objectives?
- How will I measure success?
- What can I realistically manage?
Once you’ve thought about your responses and your “why” factor, start acquainting yourself with the platform(s) that you can maintain and use to add value to your brand.
A little help:
If your audience is made up of tech professionals who are more likely to read a white paper than pay attention to a fun Reel, start posting on LinkedIn. You only have to post three or five times a week to maintain a healthy presence on the site.
If your target audience consists of first-time home buyers, consider posting mostly on Instagram. Maybe post on TikTok if you’re feeling ambitious. Light-hearted, visually compelling content will inspire second looks and help you to work with the algorithms.
Be clear about your Call-to-Action
We never want to jam pack our content with a pitchy sale. However, we do want to extend our engagement beyond the occasional liking of a post. Incorporating unique CTA’s into your posts, when unforced, is a great way to gather contact information, collect feedback, encourage a purchase and provide valuable information. Let creativity and your personality take the wheel. Audiences are a lot more likely to respond to a friendly “let’s stay connected” than a “buy now.”
It is also important to diversify your approach. Include the CTA in your caption, say it out loud or write it on the screen — heck, do all of the above as long as it doesn’t become the focal point of your posts.
Utilize and optimize platform capabilities
Stories, Reels, Carousels, oh my! It can get overwhelming out there, especially when the most effective style of social media posting changes nearly every day. When I started to collaborate with the team at Watermark Inc., they told me to slow down and acquaint myself with the fun new tricks I had at my disposal before trying to leverage them all.
One thing to keep in mind before you start rolling your eyes at the thought of creating a Reel: these methods are meant to help users break through the saturation and position their content effectively. If you continue to post only the occasional in-feed post, that isn’t going to cut it. You have to get to know your toolkit, research tactics and deepen your understanding about what your audience wants to see.
Specifically, for us real estate agents and brokers, Reels, Stories, and Carousels are great for showcasing properties, providing market updates and providing audiences with a glimpse into your listings. Highly visual, highly interactive and highly effective when you’re trying to captivate an audience.
Personify your content
Putting a face to your business content can be intimidating. Many prefer to stay away from the limelight and lean on other creative elements to drive home their messaging. Sure, that can be effective sometimes, but the data tells us that most consumers rally behind brands they feel a connection to, specifically those that have put a relatable face to the organization. Once you start generating supportive responses, it becomes easier, almost natural — I promise!
Start small. Create one post, or even a story, in which you are the main event. Work in a quote, a thought you ran into during your day, a book you found particularly inspiring, a selfie with a client — whatever the angle — authenticity always prevails, and you don’t have to be an influencer to hold influence. Test those waters, you’ll quickly realize that the proof is in the numbers.
These four tips are always top of mind when I go to create content or start to explore a new avenue online. My following across all social media platforms has grown by an average of 67% since I started to take hold of my approach. No more wasted time trying to turn likes into leads, no more stressing about what to say, no more mystery when it comes to connecting my efforts to impact.
I’ve clearly defined the qualities that I want to position at the forefront of my brand presence. I know what I want my followers to take away when they tune in. The rest? That’s just a matter of maintaining consistency, doubling down on the characteristics that make me unique and paying attention to what works and what doesn’t. It’s a marathon, not a sprint but when you start optimizing these spaces, the return will come in the form of a brand presence that you and your clients can be proud of.
David Brooke was a real estate appraiser for 11 years prior to becoming an agent, starting with Engel & Völkers in 2011, then joining Berkshire Hathaway in 2013, then Keller Williams in 2015 before becoming a part of eXp in 2020. Today, his team produces over $200 million in sales.
This article was written in partnership with Molly Shanahan, owner of Watermark Inc., a social media agency.