May 9th 2022

A Checklist for Your Real Estate Social Media Posts

real estate social media posts

Get more out of your real estate social media posts, no matter which platforms you like to use, with this checklist. There’s a lot to remember when creating a post that’s effective and reaches your ideal clients. Use this checklist to make sure you don’t miss anything important. 

Need help planning social media content? Download our free Real Estate Marketing Calendar for Listing & Leads.

The Social Media Posting Checklist

Here’s the checklist for your real estate social media posts. Dig into each item to better understand what it is and why it matters.

☑ It speaks to my ideal audience.

☑ It showcases my expertise.

☑ It’s relevant to my brand.

☑ It shares a complete thought, idea or story.

☑ It provides value. 

☑ It includes the correct amount of hashtags. 

☑ It’s well-formatted. 

☑ It includes relevant tags (geographic and accounts). 

☑ It ends with a clear call to action (CTA). 

Keep Reading: 5 Steps to a Facebook Content Strategy That Drives Listings

It speaks to my ideal audience.

Every piece of content you share should speak to your audience. What I mean is: it should help them in some way, whether you’re answering a question they might have or addressing a topic that’s uniquely important to them. Your content was created with that ideal client in mind.

It showcases my expertise.

Focus on sharing content that highlights your expertise. If you want to turn followers into clients, you need to show them what you know and why you’re better for them than another agent. Make sure your content does exactly that, whether you’re sharing about a recently sold home or giving a tip for making homebuying easier.

It’s relevant to my brand.

While it’s okay to share stories from your personal life—this provides a point of connection for your community—it’s also important that 80-90 percent of your content reflects your brand. For example, if you sell luxury condos, an update about your family is not necessarily relevant to your brand. That doesn’t mean it’s bad, in fact, it can help potential clients connect with you more emotionally. In this case, you can share about that in one post but make sure the rest of your posts focus on showcasing your brand and what you offer. 

If you’re still working on your brand, these blog posts may help: 

It shares a complete thought, idea or story.

Don’t create thin content just to check a box. In other words, create a complete piece of content and do so with intention. To do this, focus on specific, niche topics that you can cover completely. For example, instead of sharing general tips on how to make home-buying easier, focus on one aspect of home buying, like securing a mortgage, and then cover it thoroughly.

It provides value. 

People will come back to read more of your real estate social media posts if you provide value. You can do this by sharing strategies, tips, ideas, and guidance. The value you provide will depend upon what you do and who you serve. For example, if your ideal client is a first-time home buyer, they may find it valuable to have a checklist of steps to take for getting their pre-approval. Ultimately, your content should help your ideal client in some way.

It includes the correct amount of hashtags. 

Hashtags are important for most social media platforms, including Instagram, Facebook, and LinkedIn. For Facebook, LinkedIn, and Twitter, just 1 to 3 hashtags are needed. On Instagram, however, you want to use more. The data shows that using 20 hashtags is ideal for driving the most engagement and reach. 

Learn more about how to use hashtags for Instagram in our Instagram Hashtag Cheat Sheet. Focus on hashtags that are relevant to the content you’re sharing to be most effective.

It’s well-formatted. 

A large block of text is a turn-off on social media. People want to be able to scan the caption and pick out the parts of it that are most important to them. This is why formatting your content with short paragraphs (1-2 sentences) and emoji bullet points is so important. Notice how Paperless Agent does this in their Instagram posts

It includes relevant tags (geographic and accounts). 

Tagging a person, page or location is just one more way to expand your reach. For example, tag your clients in a post about the home they recently bought so they’ll see the post and share it. Don’t forget to tag your location wherever applicable. When potential buyers are looking at posts that have been tagged in the area where you work, they’re more likely to see your content too. 

It ends with a clear call to action (CTA). 

Your social media posts need to direct your community to do something. You don’t just want them to read the post, but to take action in some way. There are many CTAs you can use, so choose the one that fits best with your goal for the post. Here are some ideas:

  • “Call us to learn more…”
  • “Comment below and tell us…”
  • “Drop a 🏠 in the comments if you’re doing home renovations this summer!”
  • “Click the link in our bio…”
  • “Download your free copy of our monthly market report!”

Create Better Real Estate Social Media Posts

Use this checklist to get the most out of your real estate social media posts. When you create content with intention, you’re more likely to reach your ideal clients and convert followers into leads. Come back to this checklist before hitting publish to make sure your post is ready to share.

Let us make social media marketing even easier for you. Join the Marketing Club for just $1!

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Chris Scott

Chris Scott is a real estate digital estate marketer and shows real estate practitioners how to market themselves to get recognized in their local markets for the service they provide. He hosts weekly webcasts to an audience of 4000 real estate professionals every month, manages social media accounts with over 200,000 followers, runs a team that generates over 5000 leads per month, and manages marketing for his real estate firm in Austin, Texas. Chris is co-author of the real estate business book Blueprint: The Agent's Guide to Building a Thriving Real Estate Business.

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