Never Split the Difference | Social Media Done Right… the New Standard for Real Estate Agent Marketing | Part 2

With so much at your fingertips, new advances, algorithms, and updates released seemingly as you turn every corner, what are the next steps in building out your social media brand as a successful real estate agent?  How exactly does one use their brand, the tools, these countless advances to better advertise listings, sales, successes and more?

In our last article, we discussed the basics of “The Big 3”, the primary best practices for each, and shared a guideline for creating a new, proofing an existing and further grow your social media profiles.  Looking back, did you apply the tips shared?  Where they helpful?  What works best?  Think about these things, double up on what worked for you, test new ideas and cut out the things that just don’t seem to fit.  As we continue on this path, we will aim to cover in this article a more general approach to social media marketing and branding, while touching at times on each of “The Big 3” and how the practices discussed can be utilized in each.

Never Split the Difference.  As we become more comfortable in our online brand, it can be easy to feel the need to “overshare”, and even worse, with all the opinions so readily available for view on social media, it can be very easy to overshare in areas that, when looking from the outside, it is clear we shouldn’t.  This tends to create a “split the difference” type of situation.  So what is splitting the difference?  It is when we comment, post, chime in on, a topic that may, whether intentionally or not, either put us on one specific side of a coin or create an environment where we are perceived to be such.  Common examples of this would be topics such as politics and gun control.  These are topics best left off of your social media platforms.  While your opinion matters and many of us are eager to share, it’s vitally important to recognize when oversharing can actually split your potential client pool in half.  A simple fix would be, instead of posting, “I voted for Donald Duck, don’t vote for Mickey Mouse!”  Post a photo or better a video with an inspiring message similar to “ I’ll be voting at 12 PM today.  Every vote counts!  How about you join me at noon today and we can have coffee afterward?  Comment below if you’d like to enjoy the beautiful weather, a nice cup of coffee and of course, my fantastic company.”  Add a smiley face emoji at the end and you are good to go.  Ultimately, remember one of our tips from our past article, stay positive, be a light, someone that people would want to not only do business with but spend time with.

So remember, never split the difference, as you’re most likely splitting your client pool, in turn, your income right in half.  Much of social media success starts with heads up thinking before your post.

Now that we’ve touched on the what not to post, and in our first article we covered several styles, ideas and best practices on what you should be posting, let’s discuss the best times to post on each platform, as each differs.  Remember, social media is all about getting eyes on your content and the best way to do that is to convince the platform algorithms that your content is what others want to so.  The catch here is that the only real way to do that is through post engagement, which brings us right back to getting eyeballs on your post.  Don’t forget though that the best way to garner engagement in your post is to ask for it.  Don’t be shy, go ahead and ask people to share, love and like your post, we’ll cover a bit more about how to most effectively do this when we discuss Video First Marketing.

So when do you post, where?


• Sunday, Thursday, Friday and Saturday at 9 AM, 1 PM & 3 PM


• Monday and Thursday at 9 AM, 1 PM & 3 PM


• Tuesday, Wednesday and Thursday at 2 AM, from 8 AM to 9 AM & 5 PM


• Wednesday at 12 PM, 3 PM & from 5 PM to 6 PM

Remember, each platform hosts a multitude of different users and carries its own purpose.  For these and other reasons, the posting guideline above will provide you with the best opportunities to have maximum engagement, although even with following the post timeline to a tee, remember that a bad post is a bad post, and not issuing a call to action (asking for engagement) will surely hurt your chances of receiving it.

One simple way to ask for engagement is to add text with your next photo with words like “This is my favorite… what’s yours?”  You’re sure to be shocked how many people comment.  A friendly tip though, people can spot fakers, be authentic, be you.  Don’t post just to post, post value, whether educational, entertaining, questions, or anything else, add positive value when you post.

In our next article, we will dive right into Video First Marketing with tips for content creation, easy video hacks and more.

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