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Breakthrough Strategies

How to Create an Effective Social Media Strategy

Want to turn your social media into a powerful lead-generation tool? Learn how to create an effective real estate marketing strategy that attracts your ideal clients and drives results!

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Before you create a single post, decide what you want to achieve, who you want to reach, and how you plan on reaching them.

Define Your Goals and Metrics

Without clear social media marketing objectives, you’re just posting blindly. Goals give you direction, and metrics help you measure progress. Are you trying to generate leads, build brand recognition, or increase client interaction? You’ll also need to pick which metrics you’ll watch to measure success.

List out 2–3 primary goals:

• “Generate 20 new buyer leads by the end of the quarter”
• “Increase post engagement by 10% in the next 90 days”

Assign Key Performance Indicators (KPIs) you’ll use to track each goal. This might include:

• Number of leads generated per month
• Engagement (likes, comments, shares, messages)
• Number of new followers

Use a lead tracker or real estate CRM to monitor these metrics.

🚨 Pro-Tip 🚨 Keep your goals realistic and focused. It’s better to have one clear goal and nail it than to juggle five and get overwhelmed.

Create Your Ideal Client Personas

Pinpoint exactly who you’re trying to reach, whether it’s first-time homebuyers, downsizing sellers, Veterans, etc, and create “personas” that capture their key characteristics. Knowing who you’re talking to helps shape your messaging, tone, and content so it resonates and leads to quality engagements and conversions.

• Think about your ideal client type(s). What are their demographics (age, family status, income)?

Analyze the data in your client database and look for trends.

• Identify their biggest pain points (lack of affordable options, confusion about loan processes).

🚨 Pro-Tip 🚨 It’s less about precise data and more about figuring out who’s moving, why they’re moving, and what questions they’re asking about your local market. Which of your recent clients did you most enjoy working with? Who do you WANT to work with?

Choose the Right Social Media Platform for Your Audience

Choose 1-3 platforms (Facebook, Instagram, TikTok, etc) to be the main focus of your efforts. Think back to your ideal client persona and determine where they are most likely to hang out.

• An older demographic is probably more active on Facebook. If you’re targeting downsizing seniors, creating social posts on TikTok might not be your best bet.

• A first-time buyer in their 20s or 30s is more likely to be active on Instagram and TikTok where they can find engaging, easily digestible short-form content.

🚨 Pro-Tip 🚨 If you’re short on time or are overwhelmed by the options, start with one primary platform that aligns best with your audience (often Facebook or Instagram for real estate) and expand once you see success.

Set Up Your Profiles

One of the biggest social media myths out there is that you must create a business page that’s separate from your personal profile. That’s simply not true. Creating a business page makes sense for certain use cases (like if you’ll be running paid ads, for example) but why not leverage your personal profile’s friends/followers instead of starting over from scratch with a business page that has zero followers and no traction?

• Make sure all your profiles include consistent branding (same headshot, banner, logo, and colors where possible).

• Write a concise, benefit-driven bio (“Helping first-time buyers find the perfect home in Denver”).

• Include relevant links to your website or landing page.

🚨 Pro-Tip 🚨 Pin a post at the top of your profile that introduces yourself as an agent and links to your website or a lead form. This ensures new visitors (and old friends) immediately see how you can help them. It’s an easy way to blend personal and professional without managing a separate business page right away.

Related: Take Control of Your Online Profiles to Get More Clients

Stay Compliant

As with most things in real estate, check with your local board, MLS, or broker for any requirements they have in place

Include Necessary Disclaimers: Depending on your market, you might need to add disclaimers about your licensing status or affiliations. For example, “Licensed Real Estate Agent in [State]” or “Member of [Local Realtor Association].”

Display Brokerage Information: Clearly state your brokerage name and contact information in your profile bio or a dedicated section of your page.

Avoid Misleading Claims: Ensure that all your posts are truthful and do not make exaggerated claims about properties or market conditions. Transparency is key to maintaining credibility.

Respect Privacy Laws: When sharing client testimonials or success stories, always obtain explicit permission from your clients. Avoid sharing sensitive personal information without consent.

Good luck, and happy posting!

Need more inspiration? Browse Breakthrough Broker’s social media library to customize and download done-for-you images, videos, and more!

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