New real estate agents are often told they should have a social media presence. Unfortunately, no one ever seems to know quite what that means or how to choose among the many different options.

  • Use social media to let your potential clients know what you can do for them.

New real estate agents are often told they should have a social media presence. Unfortunately, no one ever seems to know quite what that means or how to choose among the many different options.

Personally, I use Facebook, Instagram and LinkedIn to build a connection with my customers and the community.

But when making your selection, the most important thing is to have a social media plan that you as an agent feel comfortable with. There is no right way or wrong way, and one tool is not necessarily better than another. The best choice is what works for you!

The first thing to do — regardless of the social media channels you ultimately choose — is to figure out what goal you are trying to accomplish. I’ll let you in on a little secret: You won’t sell a house from social media alone.

Using these platforms is actually about making potential customers aware of what you can do for them. Your plan should be to become the go-to person when someone is thinking real estate.

Be sure that every post is public, so that people will see your information when they are doing research. Here are five other tips to help you navigate social media as a new agent.

There’s no difference between your personal page and your business page

In real estate, you are the business, so don’t think for a moment that what you post — even in private — won’t get out. You should treat both pages as business.

An easy rule of thumb: If a post would embarrass your mom, don’t do it.

Steer clear of online arguments

You will never win. It’s more useful anyway to become friends with everyone — even the competition — as once you’re connected, you can keep an eye on what they’re up to.

Use Facebook to communicate general real estate intel

Even if you market a different neighborhood, updates connected to the wider community — garage sales or nice holiday decorations — show that you are deeply involved and know your stuff.

Post useful real estate intel such as tips, local happenings and statistics to show you’re the area expert.

Keep your LinkedIn posts professional

Remember, LinkedIn is the Facebook of business, so it’s critical that you treat the platform with the upmost professionalism.

Use this platform to connect with area influencers, and consider the premium membership so that you can send messages to people you otherwise wouldn’t be able to connect with.

Tell your story with pictures on Instagram

A fun complement to Facebook, Instagram provides a great opportunity to show off the beautiful community you serve — not to mention specific listings to tempt would-be buyers!

If you’re image-minded or visually inclined, use Instagram to tell the stories you encounter in real estate. People love great visuals.

No matter what tool you decide to use, be sure to make it easy for others to get in touch with you. It may sound obvious, but don’t forget to clearly post your company’s name and a link to your website on any social media platform.

Always take the extra time to think through anything you consider posting. Once something goes live, it’s visible to the public and will stay there forever, so that extra five seconds can make a big difference to you and your company for years to come!

Miguel Berger is the president of Better Homes and Gardens Real Estate Tech Valley in New York. Follow him on Facebook, or connect with him on LinkedIn.

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