Relationships, visibility, and trust are essential to the real estate sector. Because of this, social media is a perfect fit for brokers and agents—but only if it is used in a genuine way. Authenticity is more than just a catchphrase for brokers, team leaders, and managing partners; it's what distinguishes posts that spark discussions, referrals, and loyalty from those that are simply scrolled past.
Nowadays, having a strong online presence doesn't mean following the newest TikTok fad. It all comes down to projecting a brand that is credible, knows its market, and knows its audience. Here are some tips for real estate executives on how to assist their teams in creating a genuine, successful social media plan that promotes sustained company expansion.
There is a genuine temptation to be active on all social media platforms, including Instagram, LinkedIn, Facebook, YouTube, and Threads. However, the most successful real estate executives are aware of this. Being excellent on a select few platforms is preferable to being mediocre on them all.
If the majority of your team's clients are first-time homebuyers, concentrate on Instagram and TikTok, where Gen Z and millennial audiences are highly engaged with agent personalities and property walkthroughs. LinkedIn and Facebook may be more advantageous for luxury listing teams because of the tone that encourages upscale branding and more in-depth relationship development.
By remaining focused, top producers like Glenda Baker developed a huge following. She leaned into TikTok and produced regular, eye-catching content that her audience adored. Promote platforms that are appropriate for your capacity and audience, then scale with purpose.
The way people feel about working with your team is your brokerage brand, not your logo or tagline. The way your brand appears online greatly influences that feeling.
Create a brand identity that is consistent with the target market you are targeting. Are you the friendly, neighborhood-minded group that supports first-time purchasers and sponsors school-related events in your area? Or are you renowned for your ability to navigate intricate investment deals and engage in shrewd negotiation?
The narrative, imagery, and tone should all be consistent. Agents must be genuine, not "perfect." Think about the work that Mauricio Umansky has done at The Agency. Although their brand exudes a sense of luxury, agent personalities and client experiences remain at its core.
Lifestyle influencers aren't the only ones who benefit from visual branding. For real estate teams looking to make a name for themselves in a crowded market, it matters.
The color scheme, drone footage, and audio tracks should feel contemporary, vibrant, and urban if your team is marketing high-rise condos in Manila or downtown Los Angeles. Conversely, a rural land brokerage might favor earth tones and slower, more realistic images.
A recognizable, reliable digital brand is produced by maintaining consistency across listing videos, highlight reels, market updates, and behind-the-scenes posts. To maintain polished visuals without making the process too complicated, use apps like Canva or Animoto.
Social media is used by far too many brokerages as a bulletin board for listings, closings, and "just sold" images. However, posts that encourage interaction tend to have the most engaging content.
surveys on the information that prospective homeowners would like to know. inquiries concerning preferred aspects of the house. reels in which agents relate a humorous story about a showing. These posts foster community in addition to performing better.
This strategy has been perfected by elite teams like those captained by Krys Benyamein or Jason Pantana. They produce content not just for likes but also for comments, shares, and saves. Along with lead generation, real estate executives can help their teams by making this type of interaction a KPI.
When customers can see actual people behind the logo, they are more likely to trust real estate brands.
Even if team members are only sharing market updates, quick tips, or a tour of the week's top listing, encourage them to appear on camera. Although they are helpful, scheduled posts don't foster relationships. Faces do.
Team leaders can discuss team victories and difficulties in brief podcast episodes, behind-the-scenes reels, or regular Instagram Lives. This establishes trust more quickly than any template ever could.
Social media is now essential to reach and reputation; it is no longer optional. However, real estate executives shouldn't expect agents to manage everything on their own without guidance or assistance.
Provide topic calendars, branded templates, and even brief video scripts to help your team be present on a regular basis. Offer media training or collaborate with a content coach who is familiar with the real estate industry's rhythm. Better yet, assign a content lead to your team to manage performance, strategy, and creative direction.
There is a lot of noise on social media, but real estate teams that are consistent, speak to their niche, and lead with a human touch will always stand out. Visibility is fueled by authenticity. Additionally, visibility leads to calls, clients, and closings when combined with trust.
Leaders in the real estate industry should stop posting like it's 2015. This is leadership in the digital sphere, not merely marketing.
