Scroll smarter: social media do’s for real estate professionals

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Mastering social media is no longer optional for real estate professionals; it’s a cornerstone for building trust, demonstrating expertise and connecting with customers in meaningful ways. But knowing how to navigate these platforms with professionalism and authenticity is where the magic happens.

As you plan your strategy for the next year, quarter, or even next week, now is the perfect time to refine your approach. Good social media etiquette isn’t just about what you post; it’s about how you appear online, the tone you set and the relationships you build.

To help you refine your digital presence, let’s break down the must-have strategies for creating value-driven content, engaging thoughtfully, and staying true to your brand. With these tips in your toolkit, you’ll be better equipped to turn your social channels into powerful tools for growth and connection.

Know your audience

Understanding your audience is the foundation of effective social media. Do you speak to starters, empty nesters or luxury investors? Each group has different questions, challenges and goals. Adapt your message to suit their specific needs.

Remember that not all platforms are equal. Instagram is a visual playground perfect for showcasing beautiful homes and lifestyle content. Facebook is great for community updates and deeper conversations. LinkedIn, on the other hand, allows you to connect with industry peers and showcase your expertise.

Keep it professional and approachable

Your online presence should reflect the same professionalism you bring to in-person interactions. Speak with authority, but don’t be overly formal. Customers want to know that you know your stuff, but they also want them to feel comfortable working with you.

Responding to comments, messages and reviews is part of the job. Make sure responses are timely, polite and constructive, even if the feedback is not favorable. For example, if a customer posts a complaint, you can say, “We’re sorry to hear about your experience. Let’s connect privately to make things right.”

Build meaningful connections

Social media isn’t just for showcasing mentions; it’s also for building relationships, encouraging interaction, asking questions, or sharing engaging content that starts a conversation. A simple but effective question is, “What is the one feature your dream home should have?”

While engagement is crucial, avoid getting into controversial topics and letting negativity get under your skin. Disagreements or hostile comments are better handled offline. A calm and thoughtful response will go a long way in preserving your reputation.

Create content that delivers value

Your audience follows you for a reason: they are looking for insight, inspiration and information. Share tips on navigating the homebuying process, market updates and neighborhood highlights. When posting ads, make sure your photos and descriptions are professional and accurate.

It is also important to find the right balance. Posting too often or over-tagging followers can come across as spam. Focus on quality content that provides real value, and keep your schedule consistent without overwhelming your audience.

Protect privacy and follow the rules

As a real estate professional, you are bound by regulations that extend to social media. Please ensure your communications comply with fair housing laws and MLS rules, and always prioritize customer confidentiality.

For example, if you’re posting about a recent sale, make sure you have permission to share details or photos. Be careful to avoid possible privacy violations.

Be authentic and transparent

Customers want to see the real you, not a polished facade. Share behind-the-scenes content, such as preparing for an open house or volunteering in your community. Authenticity creates trust and strengthens the connection with your audience.

Transparency is just as important. Let your audience know if you’re sharing a sponsored post or collaborating with another company. Avoid exaggerating or making claims that could mislead potential customers.

Stay consistent and accessible

Consistency is the key to creating a recognizable online presence. Stick to your brand voice, use high-quality images and tailor your message to your business goals.

Add captions for videos, alt text for images, and inclusive language to make your content accessible to everyone. These small steps will help your content reach a broader audience while demonstrating your commitment to thoughtfulness and inclusivity.

Monitor, adapt and grow

Social media is not static; your strategy shouldn’t be either. Monitor your posts for engagement, respond to comments, and pay attention to what resonates most with your audience. Use feedback to refine your content and focus on what works.

It’s good to stay on top of trends, but don’t feel pressured to take on every viral challenge. Focus on trends that align with your brand and add value to your target audience.

Mastering social media etiquette takes time, but the reward is worth it. You can build a strong online presence that supports your business by staying professional, creating meaningful connections, and providing value-driven content. Social media is more than a marketing tool: it’s your opportunity to connect, inspire and grow your real estate business.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her Instagram, LinkedInor Wires.