Which social media platform should I focus on?
We all know that having a strong social media game leads to more repeat and referral business from your sphere. Rather than dilute your efforts by trying to master all of the platforms, just pick one to start. But which one?
Here’s a breakdown of the key platforms to consider and how to optimize your social media strategy for real estate success:
Understanding Your Audience
The first step in determining which social media platform to focus on is understanding who your target audience is and where they spend their time online. Different age groups prefer different platforms (thanks Sprout Social for the data used in this post!):
Under 30: Dominated by TikTok, this age group engages with content that is dynamic, visually appealing, and quick to consume. If your target market includes millennials or Gen Z, you should consider creating engaging, short-form videos that showcase properties, offer quick home-buying tips, or even give a behind-the-scenes look at the life of a Realtor.
30 to 39: This demographic spreads its time across LinkedIn, X (formerly Twitter), and Instagram. They look for a blend of professional networking, current events, and visually appealing content. For Realtors, this means sharing market insights, success stories, and high-quality images of new listings.
40 and older: Primarily on Facebook, with significant activity on Instagram, this group values detailed content and community interaction. Share detailed posts about your listings, client testimonials, and live videos of open houses to engage with this demographic effectively.
Platform-Specific Strategies
Facebook: Best for building community and engagement through detailed posts, live sessions, and virtual tours. It’s beneficial for targeting an older demographic that values community ties and detailed information.
Instagram: Ideal for sharing high-quality images and stories of your listings, day-to-day activities, and client testimonials. Utilize Instagram Stories and Reels to create dynamic content that can capture the attention of both the 30-39 and 40+ age groups.
TikTok: Focus on creating catchy content that can quickly catch the eye of younger home buyers. Leverage trends and challenges to showcase properties in a fun and engaging way.
LinkedIn: This platform is best for building professional credibility, especially if you are targeting commercially inclined clients or a slightly older demographic that values professional networking.
YouTube: Although not traditionally grouped with social media platforms, YouTube is a phenomenal tool for establishing your authority as a real estate expert. Create educational content, virtual tours, and detailed market analysis videos to engage potential clients. You can promote your YouTube channel with social media and email campaigns.
Balancing Act: Educator vs. Friend
Another aspect to consider for your social media strategy is deciding how you want to connect with potential clients. Do you want to position yourself as a subject matter expert or as a relatable, approachable individual? Your approach will dictate the tone and style of your content:
Educator: Focus on platforms like YouTube for detailed educational content and LinkedIn for industry-related posts.
Friend: Platforms like Instagram, TikTok, and Facebook are perfect for building personal connections through relatable and engaging content.
Ultimately, you will want to have a blend of both Educator and Friend; you get to choose how much of each you want to mix into your social presence. What’s more important is to pick a platform and start posting consistently!