Creating a Social Media Strategy that Doesn't Suck

Real Estate Technology with Imagine WOW! Digital Marketing Agency


We are living in the social media age of instant gratification.  Everywhere we turn whether it’s Facebook, Google or our best friends blog; answers to our most pressing questions have never been more readily available.  The Internet has become our go-to resource for content, but wading through the social muck can be a challenge.  Creating your social media strategy and content cheat sheet can be a life saver.

As a real estate or mortgage professional, being online is now a requirement and no longer a suggestion.  However, simply showing up online is not enough.  Your social media efforts require that you not only engage an already over stimulated society but increase your bottom line by providing fresh, relevant content.

The problem with many marketers is the theory that you will simply build it and the fans will come. That's just not realistic within the online world.  It takes time, commitment and creativity to cultivate a community.  Building a content strategy and then creating a content calendar is an excellent way to keep you focused on the needs of your subscribers, fans and followers rather then bouncing day to day without direction.

Social Media Content Strategy

Multi Media 

1. What niche or program can you spotlight?  Whether it is you on screen or a screencast of your latest PowerPoint, connecting with your audience through video is imperative.  A free program to create and share your screencast is Screenr.  Just click “record now” and within seconds you are recording anything you can see on your screen.  Then choose where you want to share your video instantly. Choose from Twitter, Facebook, LinkedIn and more!

2. Record an interview with a vendor such as an appraiser, inspector or plumber and talk about homebuyer concerns, challenges, tips and quick fixes.  The amount of 60-90 second snippets you could create is endless!

3. Create a video where you answer buyer and seller frequently asked questions.

4. Discuss current events and explain what they mean to homebuyers and sellers. 

5. Choose locations in your area and pass along fun facts and trivia.  Pick a location to video yourself in front of and use it as a “Where’s Waldo” type of trivia question.  It should be fun and easy to identify.  This should generate a conversation between you and your Facebook fans and Twitter followers.

6. Record testimonials from your clients and post to your blog as well as your email marketing campaigns as a way to boost credibility.

Step-by-Step Guides:

1. Walk buyers through the 10 Mistakes Homebuyers Must Avoid or sellers through the Steps to Selling Your Home in a Down Market.  Turn your article into a pdf and offer as an opt-in incentive on your website. 

2. Take frequently asked questions and offer an instructional guide

3. Turn the home buying process into a step-by-step instructional.  Not only do you allow clients to connect with you online and get a sense of how you will handle their transaction, but it's a great way to keep them informed by sending the video via email throughout the process.

How-to’s and Tip’s

1. Offer insight into the home buying process and your expertise on what a buyer can expect.   What common issues do buyers and sellers face throughout the process?  What problems/challenges can you offer tips or how-to's on?

2. Explain what the benefits are about:

  • Homeownership
  • Investment Properties
  • 2nd Homes
  • Staging Your Home
  • Specialty programs such as the FHA 203k

3. Offer Weekly Tips or Tricks via video postcards.  A free online tool I have used many times is Movavi.  It's easy to use and the price is right!

4. Share slides from a recent presentation on slideshare and then copy and paste into a blog post.

5. Share thoughts, takeaways and your most important clips from conferences, seminars, educational trainings etc. through slideshows, screencasts and slideshare.

Blog & Social Media Content 

1. Discuss highlights and share insights from recent industry events you have attended.  It's a great opportunity to give clients a behind the scenes look at the industry and offer your feedback on what you learned or felt were the key takeaways.

2. Promote your videos by syndicating to 25 video sites at once through TubeMogul and then track your results through their detailed analytics dashboard.

3. Create weekly webinars related to buyer and seller FAQ, what buyers can expect throughout a typical transaction, how to navigate the home buying process or how to get their loan approved the first time.  There are an endless amount of tutorials you could produce!

4. Revive past content by reposting videos, articles and trainings to Facebook, Twitter and Social Bookmarking sites.  If you are a Wordpress user, a great way to revive old blog posts is through Tweet Old Post.

5. Ask via your social networks what the needs of your audience are and do this consistently.  It’s an easy way to stay topical and on target with the information your fans and followers are hungry for.  Then take this information and write a blog Q&A that responds to their questions or concerns.

6. Explain what a current event or topic means to our audience by either offering a unique perspective or offering the who, what, why and how behind the topic including the impact it will or could have on the industry.

7. Take common RE or mortgage myths and offer facts surrounding common misunderstood topics

8. Promote company news including changes, events, updates, promotions, new hires, etc to allow the community to feel connected to the brand

9. Survey your community through Survey Monkey or a Twtpoll about real estate questions. Top concerns, market myths and common misconceptions within the process and then use this information through an informational video or blog post.  Share information in a way that solves a challenge, fulfills a need or offers support.

10. Share pictures as often as possible.  If there is an event or conference you attend, post the pictures to your social sites and write a blog about it.  You want your audience to become interested and engaged in who you are and where you are at all times.

11. Ask hypothetical questions or tell a story to identify buyer or seller needs and assist them in connecting with who you are and what your role is throughout the process.

One last thought I will offer is the importance of tracking your efforts and consistently evaluating the effectiveness of your message through social monitoring tools such as SocialBro, Hootsuite, Twitter Counter and Crowd Booster.

What would you add to this list?  

Creating a Social Media Strategy that Doesn't Suck was written by Rebekah Radice.



Re-Blogged 17 times:

Re-Blogged By Re-Blogged At
  1. Cathy Criado 12/07/2011 10:31 AM
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  5. Ken's Home Team LLC. | 360.609.0226 | Portland, OR & Vancouver, WA Real Estate Team 12/08/2011 12:41 AM
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Show All Comments
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Rebekah, you always are SO on the mark!        I need to spend some time on this, so saving it for another day with a few more hours! 

Dec 09, 2011 01:52 PM #88
Christine Ordze
Royal LePage Benchmark - Calgary, AB
ABR, CCS, ePro

Rebekah, I thought I read it all and you gave me some new points to improve blogging. Thank you!

Dec 09, 2011 02:36 PM #89
Jirius Isaac
Isaac Real Estate &TriStar Mortgage - Kenmore, WA
Real Estate & loans in Kenmore, WA

Wow, what an incredible list of stuff to do.  I am blown away by all your good ideas.  I bookmarked this & will try & put some of the ideas to use.  Thank you.

Dec 09, 2011 03:42 PM #90
Sylvie Stuart
Realty One Group Mountain Desert 928-600-2765 - Flagstaff, AZ
Home Buying, Home Selling and Investment - Flagsta

Fantastic tips! I took a lot of notes and am eager to check some of these resources out! The slideshare link didn't work for me, I don't know if it was my computer or the link  I'm sure I can find it. I love the video interviews and have done that for a while. People love them.

Dec 10, 2011 01:50 AM #91
Eugene Adan
Adan Properties, Carlsbad, CA (760) 720-9710 - Carlsbad, CA
Carlsbad Real Estate


I'm using some of these techniques.  Great post, full of great information!  Thanks for posting!


Dec 10, 2011 02:58 AM #92
Former Agent
None - Adak, AK

Hi Rebekah.  All great ideas.  I have found that HubSpot has a lot of great free information and tools with respect to SEO and social media integration.  It's a step-by-step process.

Dec 10, 2011 07:44 AM #93
Paddy Deighan JD PhD - Vail, CO
Paddy Deighan J.D. Ph.D

Thank you for another great post on a very important is one of my New Year's resolutions to be more proactive in social networking!!!

Dec 10, 2011 11:58 AM #94
Cindy Mustafa
The Mustafa Group - Aurora, OH

This is a great post and it mirrors a class I recently took that I thought was the 'best of the best' especially for us REALTORS that want to go to the next level.

Thanks for the info!


Dec 11, 2011 02:11 AM #95
Jeremy & Stephanie Harley
ERA Troy Realtors - San Antonio, TX
San Antonio Real Estate

Amazing Post!!! Will definitely start incorporating tubemogul.  Many more tips to try after that though.  Keep it coming!!!

Dec 11, 2011 03:16 AM #96
Sergio Caceres
CN Direct Realty - Bronx, NY
Awesome is an understatement. I've looked in books, etc, etc and haven't found anything like this. Thank you
Dec 11, 2011 08:31 AM #97
David Popoff
DMK Real Estate - Darien, CT
Realtor®,SRS, Green ~ Fairfield County, Ct

Rebekah, what a great list, much to stay on top of, thanks I will be bookmarking this one.

Dec 12, 2011 01:14 AM #98
Chris Lewis
Gracious Living Realty - Front Royal, VA
I want to SELL your home, not LIST it!

A very timely reminder now that we're planning our marketing activities and calendar for 2012.  Thanks!

Dec 12, 2011 06:59 AM #99
PRG Real Estate - San Jose, CA
VA Home Loan Specialist - SF Bay Area

Wow! So much great info. Screenr is amazing. Thanks for the introduction. Best of luck in 2k12

Dec 16, 2011 08:09 AM #100
Effie Aultman
Coastal Realty Group - Cape San Blas, FL

Once again, great information!

Dec 27, 2011 03:39 AM #101
Kasey & John Boles
Jon Gosche Real Estate, LLC - - Boise, ID
Boise & Meridian, ID Ada/Canyon/Gem/Boise Counties

I tried to comment on this yesterday but got booted...I'm bookmarking this because social media is on my to do list for 2012.  Thanks! -kasey

Jan 10, 2012 04:30 PM #102
Virginia Cheezum
F. C. Tucker Company - Indianapolis, IN

I ALWAYS learn so much when I spend time on your blog!  Thanks, Rebekah!

Jan 12, 2012 11:36 PM #103
Adrian Willanger
206 909-7536 - Seattle, WA
Profit from my two decades of experience

Rebekah-Sometimes it's hard coming up with orginal stuff to fill up the social media platforms, you offered a ton of things that can be Incorporated along with some very useful links to tools that make sharing easier and a lot more fun!

Apr 01, 2012 06:07 AM #104
Matt Robinson
Professional Investors Guild - Pensacola, FL

Wow!  What an incredibly content-rich post!  Thanks so much for taking the time to share your expertise with us noobies.  Great stuff!

Jun 26, 2012 06:55 AM #105
Marcia Hawken
Naples Luxury Specialist


I strayed away from social media for a while because I was not doing enough face time with my clients who tend to be retired CEOs who do not relate.  However, today I was at a sales meeting in my Naples office and I was talking to some agents who have been doing more social media and I am IN again. Thanks for the excellent post.

Feb 20, 2013 06:45 AM #106
Patrick White
Home Driven Realty, Inc - Baldwin, NY
Driven to bring New Yorkers home

Good Morning Rebekah


Thanks for the very informative Social Media post and information. Have a great day

Aug 02, 2013 08:12 PM #107
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Rebekah Radice

Social Media Marketing, Coaching & Training
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