Managing social media profiles takes a great deal of effort, creativity and an understanding of the do’s and don’ts. Testing and measuring different content types is also essential to gain the greatest engagement possible. Time and time again, I see agents create their online profiles, and within months — if not weeks — they are abandoned. And there’s nothing worse than an inactive profile in terms of your online presence. Apart from being a very bad look, such a profile can leave a negative impression on those who have taken the time to research or connect with you online.

One option is to outsource the management of your online profiles. This can be very effective; however, it is important that you don’t go into any arrangement blind.

Here are some tips that will help you create a successful partnership when taking the leap to outsource your social media:

  • Always ask for a trial period — my suggestion is three months. Don’t allow yourself to get locked into a one-year or longer contract when you haven’t determined for yourself how valuable the service is.
  • Communicate your expectations and clarify the extent of the service.
  • Discuss what type of content will be added to your profile/s. Ask for examples so you can gauge if these are in line with your expectations. The supplier should be able to provide numerous examples of their expertise.
  • Ask how often updates will be added and how they determine the time it is posted. This is very important! To build an active and engaging online profile, updates should be added at least every other day and at optimum times.
  • Clarify what will happen if you wish to end the arrangement. Is a termination notice period required?
  • Let your external service provider know your preferred method of communication with them. Agree about how you will connect. For example, typically if a message is sent to a client’s Facebook page, I receive a notification on my phone. I then email the client for the information to respond on their behalf.
  • What’s the online footprint of the business you are engaging to represent you? If they don’t have active and engaging online profiles, why would you trust them to manage yours?
  • Check online for testimonials or reviews, which should include first and last names, as well as business names. You may wish to contact a few of these clients to discuss the service they experienced.
  • Does the service provider understand your industry well enough to make valuable contributions?
  • Keep a close eye on your profiles until you feel comfortable that you and your outsource provider are on the same page. Remember that every update they post carries your name!

In my experience, building a successful online profile with the assistance of an external service provider requires an ongoing contribution. I ask my clients to send through personalized updates and photos they would like posted on their page. It is unrealistic to expect an external business managing your online profiles to create an active and engaging online presence without any input from you. After all, your community wants to connect with you!

I recently conducted a survey involving the general public. Participants rated new listings as the most useful information an agent can add to their social profiles, followed by insights into the agent’s personality and expertise. Your external service provider should add regular updates that are of value, relevance and interest to your online community. Your role should be to add personalized content that will help your community understand what differentiates you from your competition, and help them build a connection with you.

Have you partnered with an external service provider to manage your social media or online profiles? I would love to hear about your experience, as well as any tips you may have, in the comments below.

Avelyn Holcroft-Lewer of is an online presence educator specializing in supporting and educating the real estate industry to build active and engaging online profiles. From delivering customized training webinars, seminars and presentations, through setting up and managing Facebook and other online profiles, Avelyn believes in providing practical, value-added solutions.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription