Using Social Media for Real Estate Listings: 8 Essential Rules

There’s no escaping the saturation of social media into daily life, but there’s no denying its power and reach either. Whether you’re a prolific poster or a timid tweeter, you can harness the social media outlet of your choice to help build your business. While each network has different instructions for content and etiquette, there are two guidelines you should follow on every social media site. First, when posting content, follow the 80/20 rule: 80 percent of your content should be lifestyle-themed — fun, engaging, conversational — and only 20 percent should be about your listings or business. Second, make sure any links you use are active, appropriate and attributed.

Here are eight essential rules for using the most popular social media networks for your real estate listings.

1. Facebook. Set up a dedicated Facebook business page for your real estate business; under no circumstances should you use your personal account.
2. Facebook. When you post listings, let your personality come through and keep each post engaging with well written, descriptive and error-free text. Include questions that encourage visitors to read more on your page and to leave comments.
3. Twitter. Use relevant and specific — but not overly long — hashtags so that others looking for your subject matter can find you and, even better, spark conversation among themselves. Examples of good real estate hashtags are #curbappeal or #movingtips, or, for a specific region, #lahainalife.
4. Twitter. Like phone calls or email messages, make your tweets short and your response times fast.
5. Pinterest. Establish a board for your listings, but make sure you have separate boards as well that could host pins on neighborhoods, your own interests and lifestyle tips.
6. Pinterest. Cross-promote your listings by featuring the Pinterest tab on your Facebook page.
7. LinkedIn. Set up a business page with your up-to-date listings, accurate links and contact information. Make sure your personal LinkedIn page is complete with a good summary that introduces yourself and explains your professional expertise as the agent of choice both to buy from and to sell through. Make sure to associate your personal page with your business page.
8. Instagram. Post unique and high resolution photos — if needed, use Instagram’s filters to enhance the look and feel of the photo’s subject — that share the story of each listing.

Social media has redefined the meaning and composition of what we call a “community.” These networks are effective in building and maintaining a community around your real estate business, and connecting you with an audience that is eager for the professional insight you can bring. Using social media is also a way for you to stay current with online marketing techniques that are an undeniably effective — and necessary — component of your real estate business.