The Personal Side of Real Estate Social Media

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Are you someone who mixes their personal Facebook page with their business contacts? If so, you’re not alone. There are a lot of benefits to showing your personal side to prospective clients and helping them understand that you’re a real person too, not just a professional.

However, as with everything, it’s important to practice moderation.

Mixing Business With Pleasure: What NOT to Do

You know how they say that even in casual relationships it’s best to avoid the topics of politics, religion, and personal morality? The same is true for your personal social media accounts that you also use for business.

I get it. There’s a lot going on in the world, and you probably feel strongly about it. It’s normal to want to share your opinions. Unfortunately, it can cost you dearly if you do it in the wrong ways.

A real estate agent in Beverly Hills thought that she could post whatever she wanted on her personal Instagram account. After all, it’s her story, right? Well, yes – kind of.

The agent was reacting to a group called Black and Brown United for Change and she wasn’t a fan. As a result, she posted things like, “Get these thugs out of our country... we need a wall... are you kidding!!! Go Trump.” She also posted offensive comments about a black woman’s hairstyle and racist comments about Mexicans.

Instagram users alerted the agent’s brokerage and boss. The woman lost her job.

Now, most of us wouldn’t foolishly post racist comments in public. But remember, if you touch on sensitive subjects, you’re likely to offend someone, and it can cost you a client or even your position.

Should You Wall it Off?

As a result of incidents like this, some Realtors® think it’s better to simply not show their personal side on social media. They don’t want their personal opinions and beliefs to prevent someone from working with them. But that has its own drawbacks.

Maintaining two separate accounts – especially on multiple social media platforms – takes a lot of time, and if something falls short it will probably be your business accounts. If you use a social media posting program like Buffer, you have to be especially careful to post the correct information to the correct account.

It’s great to have a safe place to be fully yourself, rants and all. It’s nice to have your personal viewpoints not impact your professional relationships. But if you have separate accounts, you’ll miss out on the possibility of having your friends and family share your professional information with their networks.

The Verdict? It’s Up to You.

Internet marketing is a vital part of making yourself visible as a Realtor®. You have to interact on at least some social media accounts. You’ll need some online contact information to add to your business cards and postcards so people can check you out.

Whether you decide to carefully mix your personal and professional presence on a single account or keep two completely separate accounts is up to you. You know best how you handle touchy topics online.

I’d love to know – what’s your policy? Do you mix business with personal accounts? Or do you have two completely separate online identities?


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Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Nadine, there is a blogger here on ActiveRain who I've liked and admired for years.  Then, in October, I saw a Facebook rant that was the most venomous anti-Hillary rant that I had seen.  Until then, I would have sent her my favorite referral client in a heartbeat.  But I was completely shocked. The rant, in my opinion, showed awful judgment even if she had been a Clinton fan writing these things about Trump.  What matters is that it was hateful speech and it completely changed my whole impression of this woman who had been a great blog buddy.

Dec 28, 2016 05:14 PM #1
John Shipka
3Di FOCUS - Plainfield, IL
Social Media for Real Estate Professionals

Thanks for posting this article. It's incredibly important to have a clear understanding of how the social media platform you are using works. Most real estate professionals I know make the mistake you highlighted. You don't need multiple accounts on Facebook, you just need to understand how to segment your audience using lists. It's simple and easy to use and keeps the right content in front of the right people.

Dec 28, 2016 05:31 PM #2
Nathan Gesner
American West Realty and Management - Cody, WY
Broker / Property Manager

Feel free to be yourself. Just don't do anything you wouldn't do in front of a new client and you'll be fine.

Dec 28, 2016 05:48 PM #3
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

I don't have a business facebook's mixed on my wall.  This past year was tough for all of us and even though I usually avoid political topics, I felt too strongly to remain silent. I don't believe I posted anything that I shouldn't have. I don't regret what I shared and I can't believe any of it would be offensive to anyone.

There are a few people that I unfriended on facebook and now avoid on AR because of their hateful and disrespectful rants re: politics. I was quite surprised at their views and I'm glad they showed their true colors.

Dec 29, 2016 07:11 AM #4
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Hi Nadine

This is such an important topic, and one that some clearly don't think about given how they behave online. The recent election certainly is a good example.

I have a separate personal FB page and several for real estate. I occasionally put personal stuff on the real estate page but it's mostly about the things buyers and sellers would hopefully be interested in. I keep the personal page mostly personal.


Dec 29, 2016 08:00 AM #5
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

I have three FB pages: 1. Personal 2. Business 3. Ministry ... although having said that sometimes they merge and I'm not aware that I've offended anyone because I make it a practice in life (in general) to always be positive.  If I have nothing good to say I usually don't say anything.

Dec 29, 2016 11:38 AM #6
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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