The Harsh Truth About Social Media: Likes Don’t Close Deals – Strategy Does
Social media is like the shiny new toy of real estate marketing – it promises endless potential, viral fame, and an inbox flooded with client leads. But for many agents, the reality is a bit different. It’s easy to get caught up in the chase for likes and followers, only to realize that those double-taps from someone in another state aren’t translating into local closings. Let’s explore how to turn social media into a genuine lead generator for your business while avoiding the pitfalls of vanity metrics.
Not All Platforms Are Created Equal
When it comes to social media, not every platform plays by the same rules. Facebook and Instagram are ideal for showcasing local listings, hosting virtual open houses, and connecting with buyers and sellers in your market. TikTok and YouTube, on the other hand, can skyrocket your content to a massive audience – but is that audience actually local?
If your services are focused on a single market, it’s crucial to prioritize platforms where your ideal clients are active and reachable. Global attention might feel great, but a viral video won’t sell a house if it’s being watched by viewers who couldn’t point to your city on a map.
Tailoring Your Message to Match the Platform
Each social media platform has its own vibe, audience, and unwritten rules. What works on Instagram might flop on LinkedIn, and your TikTok humor may not resonate with your Facebook audience.
For Instagram, focus on eye-catching visuals and short, engaging captions that highlight your listings or real estate expertise. TikTok thrives on quick, creative videos – think behind-the-scenes tours or relatable real estate memes.
Facebook is perfect for community-focused posts and client success stories, while LinkedIn is all about professional achievements and market insights.
Tailor your message to match the tone and audience of each platform to maximize engagement and ensure your content resonates with the right people.
Local vs. Global Views: Why Going Viral Isn’t Always the Goal
Let’s be honest – who wouldn’t want their video to go viral? It feels amazing to see thousands (or millions) of views rolling in. But in real estate, it’s not just about reaching a massive audience; it’s about reaching the right audience.
A video that gets 50,000 views from people across the country might not help you sell a home in your market. On the other hand, a hyper-local post that reaches just 100 people in your area could bring you your next buyer or seller.
Prioritize creating content that resonates with your local audience – highlight neighborhood features, showcase local businesses, and share insights about your market to ensure your views translate into leads.
The Power of Referrals: Leveraging Non-Local Platforms
Not all social media platforms are built to connect you with local clients – and that’s okay. Some, like LinkedIn or YouTube, are better suited for building relationships with other real estate professionals. Why? Referrals.
A strong network of agents across the country can be an incredible source of business, especially if you position yourself as the go-to expert in your market. When creating content for these platforms, think about showcasing your unique processes, sharing market trends, or even posting success stories from your deals.
By establishing trust and expertise, you’re far more likely to receive those golden referral calls when another agent has a client relocating to your area.
Know Your Audience: Agents vs. Buyers and Sellers
One of the biggest mistakes agents make on social media is mixing their messaging for completely different audiences. Content that attracts other real estate agents might not resonate with buyers and sellers – and vice versa.
If you’re targeting agents, focus on sharing tips, market insights, or showcasing tools and systems that make your business stand out. This positions you as a thought leader and can lead to valuable referrals.
For buyers and sellers, shift your focus to relatable, educational, and local content. Answer common questions about the homebuying or selling process, showcase your personality through client stories, and highlight the neighborhoods you serve. Clear messaging that speaks directly to the audience you want to attract is key to turning content into connections.
The Dopamine Trap: Don’t Let Social Media Likes Steal Your Focus
It’s no secret that social media is addictive. Every like, comment, or share triggers a dopamine rush that makes you want to post more. But here’s the catch – that rush can distract you from the dollar-producing activities that actually grow your real estate business.
Spending hours crafting the perfect post or scrolling through engagement metrics won’t replace prospecting, following up with leads, or nurturing relationships with past clients. Social media is a tool, not a substitute for real work. Use it strategically, and remember: your goal isn’t just to get likes – it’s to get clients.
Work Smarter, Create More: How Nekst Gives You More Time for Social Media
Creating engaging social media content takes time, and as a real estate agent, your schedule is already packed. That’s where Nekst can help.
With Real Estate Transaction Management Software and Automated Real Estate Workflow Tools, Nekst streamlines the process of managing transactions so you can focus on what matters most – connecting with clients and building your brand.
Nekst’s features, like Real Estate Task Automation Software and Automated Real Estate Email and SMS Reminders, handle the repetitive tasks for you. From staying in touch with Buyers to managing contracts and deadlines, Nekst ensures you stay organized without sacrificing time for creativity.
By integrating powerful Real Estate Workflow Automation Systems into your business, you’ll have more freedom to create content that resonates with your audience and drives real results.
Social media success is about showing up consistently and authentically. Nekst gives you the time and tools to do just that, all while ensuring your transactions run smoothly in the background. Ready to spend less time juggling tasks and more time growing your business? Start saving time with Nekst today.