In recent years, social media has transformed into an incredibly powerful tool for every industry, including real estate. Social connections and channels have made the industry more accessible than ever before, creating a way for real estate professionals to reach wider audiences with ease. 

Every real estate professional should be utilizing social media in their work, as it can make a major difference for both the professional and their clients. Below, a panel of Forbes Biz Council experts discussed actions every real estate professional should be taking to maximize their social media efforts and reach new clients.

1. Work On Content First

Create a sustainable habit around social media production and reduce consumption. Most of us can spend hours consuming social media, but if we redirect even just 15 minutes of that every day into producing content that inspires or educates our audience, we can quickly become the “go-to” resource in our niche. – Arianne Lemire, Wealth Gym

2. Make Every Post Count

Stay relevant with every action and do not post to check a box. Understand your audience and before posting, decide if the content is relevant to users on that platform or if it would be more relevant on another. Looking to reach investors? Use LinkedIn and Facebook. Leasing to students? Use TikTok and Instagram. Communicate with prospects on those platforms versus a “contact us” page. – Dillon Deffense, Versity Investments LLC

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3. Comment On Others’ Posts

Turn on the camera and tell your story. Don’t sell. Give insight into your thoughts and expertise around real estate. Don’t stop there. If no one sees your video, what use is it? You must engage with others’ posts with meaningful comments. This will drive people to your profile and to consume your content. If you are not doing this on Linkedin, you are missing the boat! – Noel Christopher, Renters Warehouse

4. Have A Unique Perspective

To maximize your reach and influence on the internet and with social media, you want to create content that delivers a unique perspective and value that can’t be found anywhere else. Being clear and authentic is key to developing a community that you will engage and interact with to grow your brand and bring in new clients. Have fun, be real and respond to grow your relationships online. – Collin McDowell, Greg Garrett Realty.com

5. Keep Branding And Service Consistent

Remain consistent in your social media branding when providing your expert advice so that your clients come to expect your style of delivery. Treat every potential client with the same caliber of service. That ensures that no matter where or how you reach new clients through different social media platforms, they will always receive a consistent quality of customer service. – Pam Scamardo, TPK Properties LLC

6. Share Opinions And Values

Building client relationships through social media takes time and patience. Be prepared to “own” opinions and share content in the context of those opinions. Thought leadership doesn’t happen overnight but the benefits are many. – Ellen Calmas, Neighborhood Pay Services / NPS Rent Assurance

7. Engage With Other Content

The secret is engaging every day. Not just liking posts, but adding thoughtful comments. Start with something manageable, like maybe five thoughtful comments a day. Or engaging for 30 minutes twice a week. The best thing we can do is focus on adding value and building relationships. That is way more impactful than focusing on a follower count. – Carrie Bobb, Carrie Bobb & Co

8. Be Authentic When Posting

Real estate professionals should post their present career level and/or real estate investment process. Build with those you relate with. Mutual growth will benefit both parties. Whether new or experienced, those at your level will understand and connect with your social media the most. Transparency about your real place in real estate will attract the right people for growth. – Ralph DiBugnara, Home Qualified

9. Know The Audience You Want To Reach

Everything you do and say revolves around one person: your ideal client. Social media for business has less to do with what you want to say and everything to do with what your ideal client needs to hear. The more you know about them, the more effective your social media will be. They drive your content, not the other way around. – Michelle Risi, Royal LePage Connect Realty

10. Ensure Posts Add Value To A Conversation

I believe it is critical to establish yourself as an authority. Clients that view your social media must see quickly that you know what you’re talking about and that you add value. Stay away from posts that are negative or political. Celebrate your successful transactions and most importantly, add value, add value, add value! – Lisa Copeland, The Agentcy by Tarek El Moussa by Exp Realty, LLC

11. Post Often And Pay For Ads

You need to post often and you need to pay for social media ads. You can certainly get a few views on your real estate content, but all social media platforms have algorithms where your content is exposed significantly more when it’s “sponsored.” Posting frequently at least every other day also helps tremendously—let’s not forget SEO exists in social media! – Christine Nieva, Nieva, Inc.

12. Be A Resource, Not A Sales Pitch

Post content that is valuable instead of just asking for business or posting your listings and wins. Share case studies, information and stories that are relevant to your clients. Share a few of the lessons and struggles too to show that just because we can make it look easy, doesn’t mean it is and that is part of the value we bring. – Catherine Kuo, Elite Homes | Christie’s International Real Estate

13. Plan Out Your Posts

Make a plan. Build a calendar and stick to it. Map out how often you will post (including specific dates) and what topics you’ll address. New clients will begin to notice and even anticipate seeing you regularly and you will have taken the first step toward gaining credibility and starting a relationship. Next thing you know, you’ll be hearing from someone new! – Craig Cheatham, The Realty Alliance

14. Make Your Brand Easily Identifiable

There are a few key strategies to implement when marketing to new clients. Knowing your audience’s family, occupation, recreation or dreams will help focus your marketing to develop valuable content and calls to action. Make sure your audience can quickly and easily identify your brand. Additionally, video is a must in today’s world. If you’re not using video marketing, you are not competitive. – Jim Brooks, The Brooks Team – EXP Realty