Before posting properties on social media, follow this one tip

If there’s one thing Realtors love to do on social media, it’s show off their property for sale. And why not? It’s a free and easy way to spread the word about your exciting new listing. But this can get old really fast and make people tune out — or worse, unlike your page — if that’s all you do. Even when you do post a property for sale, there’s a boring way to do it, and an interesting way that will keep your followers engaged. Here’s the #1 tip for writing a property post that will get attention.

The self-serving words and all capped letters take away from this gorgeous photo.

The self-serving words and all capped letters take away from this gorgeous photo.

Choose a standout feature to highlight or focus on the lifestyle the property offers, rather than just saying, “Hey, look at my new property.” In the example to the left, the picture is absolutely stunning — what a pool! — but the words in the post look like a cheap advertisement. Don’t use all capital letters (the equivalent of screaming at your readers), don’t use so many stars, and definitely do use actual sentences. What works for the MLS does not work for social media and will come across more like an ad for a used car lot.

The example to the right does a better job by showing what it would be like to own this property. The experience is much more interesting to a potential buyer than a laundry list of facts. What horse owner wouldn’t love the idea of being able to ride all year long?

This post hints at what it might be like to live here, which is more effective.

This post hints at what it might be like to live here, which is more effective.

Focus on the lifestyle the property provides, or a specific aspect of the property like how fun it would be to cook with the kids in the gourmet chef’s kitchen, rather than just screaming: “I WANT TO SELL THIS TO YOU!” The first example is very self-serving and all about you and what you want, which is a turn off. The second example is all about your readers and what’s in it for them, which is always going to be more interesting.

 

I recommend following Coldwell Banker on Pinterest to see some good examples of pinterest2this type of post. In this example to the left, you can just picture having a backyard BBQ with kids running around in the back yard. You want potential buyers to be able to  picture themselves living in this home, and this type of social media posts immediately puts that image in their mind. And it’s much more interesting than the example with the gorgeous pool!

 

Advertisements

How to be interesting on social media

Who would you rather chat with at a cocktail party — the guy who has an interesting comment on just about any topic, or the lady who drones on and on about one thing? One mistake I see real estate agents frequently make on social media is posting only one type of content. Even $30 million luxury beach homes will get old eventually if that’s all you ever post. Like they say, variety is the spice of life, so mix it up and follow the 30-60-10 rule of social media:

30% Owned — This is the original content you create, such as photos, videos, links to your blog, and yes, your property for sale.

60% Shared — Share links to social media content that someone else created, for example, linking to a blog post you found interesting, to a video your brokerage shared, or retweeting a news item from the local paper. The key to successfully sharing content is to add your perspective. Never just RT or share it on your page — you should always add a comment offering some insight on why you find it interesting, relevant or entertaining.

10% Call to Action — This is where you ask for the business and offer your services. Ask questions like: Do you know anyone planning to sell a home? Are you looking for a vacation property? Are you curious what your house is worth?  Do you know anyone who is relocating? This is where you ask for referrals, invite followers to an open house, and offer your services. Make sure to include a compelling photo or video with it.

Follow this simple rule, and followers will be interested in your posts instead of getting bored and tuning out.