Social Media For Real Estate Success

Are you tired of spinning your wheels on social media, posting listings and open houses with barely a “like” to show for it?  How do you begin crafting social media for real estate? 

Many real estate agents struggle to make social media work for their business. But what if I told you that social media could be your secret weapon for explosive growth?

On this episode of the Real Estate Woman Podcast, Katie Lance dives deep into her expert insights on how to cut through the noise, build meaningful relationships online, and turn social media into a lead-generating machine.

Katie Lance’s Journey to Social Media Mastery

Katie Lance, CEO of Katie Lance Consulting, didn’t start out as a social media guru. 

Her journey began with a love for marketing and a deep appreciation for the hard work of real estate agents. Nearly two decades ago, she landed her first gig as a marketing director for a real estate brokerage, where she fell in love with the industry.

As social media emerged, Katie recognized its potential to transform real estate marketing. She honed her skills at Inman, 

growing their social media presence and becoming a sought-after speaker on the topic. In 2012, she launched her own company, helping countless agents and brokers navigate the ever-changing world of social media.

The Power of Authenticity & Engagement

So, what’s Katie’s secret sauce? It all starts with authenticity and engagement. Think of social media like a cocktail party. 

You wouldn’t just barge in, shout about your open house, and leave without talking to anyone, right? Yet, that’s how many agents use social media.

Katie emphasizes that social media is about building relationships, not just broadcasting messages. To do that, you need to be present and engage with your audience.

Actionable Tips to Boost Your Engagement:

• Set aside 10-15 minutes a day for intentional engagement. Scroll through your feed, but don’t just mindlessly like posts. Leave thoughtful comments, ask questions, and genuinely connect with others.
• Leave meaningful comments – at least four words! “Congrats, [Name]! So happy for you!” is far more impactful than a simple “like.”
• Be a “noticer.” Pay attention to what’s happening in your network. Celebrate others’ wins, offer support, and share relevant content.

By consistently showing up and engaging with your audience, you’ll start to build the know, like, and trust factor that’s essential for generating leads and referrals.

Creating High-Quality Content That Converts

While engagement is crucial, the quality of your content also plays a significant role. Katie cautions against falling into the trap of posting only promotional content. 

While listings, open houses, and testimonials are important, they shouldn’t be the sole focus of your social media presence.

• Educational Content: Share market insights, neighborhood guides, tips for buyers and sellers, or even a “Did You Know?” series about local real estate facts.
• Engaging Content: Give your audience a peek behind the scenes of your business, share client success stories, or highlight community events.
• Promotional Content: This is where you showcase your listings, open houses, and new services.
• Short-form video is a powerful tool for delivering quick, engaging content.  Don’t worry about fancy equipment – just grab your phone and share a quick tip or answer a frequently asked question. Katie recommends brainstorming a list of FAQs and turning them into 60-second videos.

By creating a mix of valuable content, you’ll establish yourself as a trusted resource and stay top of mind with potential clients.

Beyond Social Media: Other Marketing Tools & Strategies

Social media is just one piece of the puzzle. Katie reminds us that other marketing tools and strategies, like email marketing, can be incredibly effective for nurturing leads and staying connected with your sphere of influence.

Don’t underestimate the power of AI tools like ChatGPT for content creation. If you struggle with writer’s block or need help brainstorming ideas, ChatGPT can be your virtual assistant, generating creative copy and marketing ideas in seconds.

Most importantly, remember to personalize your content.  Your unique voice and perspective are what will set you apart from the competition. Don’t be afraid to let your personality shine through!

Embracing Emerging Technologies (Beyond AI)

While AI tools like ChatGPT are revolutionizing the way we create content, other emerging technologies are shaping the landscape of social media for real estate. 

Mini Blog Posts on Social

Platforms like Facebook and LinkedIn are seeing a rise in text-based content. These mini-blog posts allow you to share insights, spark conversations, and showcase your expertise in a concise format.

AI-Powered Video Editing Tools

Don’t let video editing skills hold you back. Tools like Captions can help you quickly edit videos, add captions, and create polished content, even if you’re not a tech whiz.

As Katie puts it, “We are still at the infancy of so much of this.”  The world of social media is constantly evolving, so embrace experimentation and stay curious about new technologies.

Measuring Success: Key Metrics & Analytics

It’s not just about likes and comments. While those are nice to have, the real power of social media lies in the data. Katie explains, “It’s important to look at your data and there’s so many data options.”

Here’s a breakdown of key metrics you should track:

Meta Business Suite (Facebook & Instagram):

• Reach: How far your content is spreading.
• Interactions: Likes, comments, shares, and saves.
• Saves vs. Shares: Understanding the difference between saved and shared content can reveal what resonates most with your audience.

YouTube Studio:

• Watch time: How long people are watching your videos.
• Top viewed videos: Which videos are most popular?
• Engagement: Likes, comments, shares.

Podcast Platforms:

• Downloads: How many times your podcast has been downloaded.
• Listener demographics: Age, location, interests of your audience.

By regularly reviewing your analytics (Katie suggests quarterly), you can identify what’s working, what’s not, and adjust your strategy accordingly.

Debbie’s Take: The Power of Repurposing Content

One of the most effective strategies for maximizing your social media impact is to repurpose your content across different platforms.  

Debbie herself is a master of this, turning her podcast episodes into blog posts, short videos, and social media snippets.

“Every piece of content can really get repurposed in a number of different ways,” Katie explains. This approach not only saves time but also allows you to reach a wider audience. For example, a single podcast episode can become:

By thinking creatively about repurposing your content, you can amplify your message and get more mileage out of your efforts.

Start Your Social Media Real Estate Success

Social media is a powerful tool for real estate agents, but it requires a strategic and consistent approach. 

By following Katie’s expert advice, you can build genuine relationships, create high-quality content, and leverage emerging technologies to take your business to new heights.

Remember, it’s not about chasing every shiny object or posting for the sake of posting. It’s about connecting with your audience, providing value, and building a brand that lasts.

Ready to level up your social media game? Book a free consultation with Debbie or join Katie’s upcoming social media masterclass!

Contact  Monter Coaching Today

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A strategic session can provide you with the tools and insights you need to elevate your leadership. 

The journey to shattering the glass ceiling begins today. Elevate your leadership. Transform your career. Make the glass ceiling your new floor.

Book your strategy session today and take the first step toward peak leadership. 

The Real Estate Woman podcast is produced by Two Brothers Creative.