In Part 1 of our series on using social media to create and grow your brand we outlined the four social media platforms best-suited for brand creation and promotion. Here in Part 2, we’ll discuss content as one of the real estate branding ideas – an essential element of branding on social media.
For most real estate professionals, distinguishing themselves from other realtors means trotting out statistical data about how many properties they’ve listed and sold over the past number of years. But, while there is a place for this information when dealing with people individually, it’s not nearly enough to effectively brand yourself as a top-tier professional in the eyes of the market at large. That requires a strong reputation and credibility; and building those things on social media requires relevant, shareable content.
When most business people think of content, they think of having to create it themselves. While creating your own content is certainly a good thing to do if you have the time, inclination, and skill, there are ways around adding content-writing to your to-do list.
Content curation is one option. As a professional, you probably do a fair amount of reading on topics that are relevant to the real estate industry. As you do this, keep the real estate buyer and seller in mind. Is an article or blog post you read this morning something that buyers and/or sellers might find interesting? If it is, simply post a link to that article on your social media pages so your followers can read it too. To make this even more effective, include a brief comment about your own take on the article or even just a brief summary of what’s covered in the piece. This is a great way to share content without having to write it yourself.
Informational video is another great option. Whether you realize it or not, you have a great deal of knowledge on real estate and related topics stored in that brain of yours. Whether it’s a staging tip you picked up from a client, a little news snippet about a local neighborhood, or some other interesting tidbit; you can easily publish a video about it. Just take a couple of minutes to create a brief video with your smart phone, upload it to YouTube, then share a link to it on your other social media pages. And it doesn’t take a studio to do this. In fact you can do it from anywhere from your office to your booth at the restaurant where you’re having lunch.
Ghost-written content is another alternative. Just because you don’t have time to create original content yourself, you can still share original content by engaging the services of a professional writer. Then you can publish your own blog with content that you’ve directed, but didn’t have to write – the best of both worlds. When you publish new blog posts, link to them on your social media pages. If you feel uncomfortable publishing ghost-written content and claiming it as your own, don’t. The fact is many business and professional people have content written for them and publish it as their own. It’s perfectly acceptable – legally, ethically, and morally.
The most important thing about sharing content on social media to create and grow your brand is relevance. Remember, the goal of branding is to set yourself apart from the competition by positioning yourself as an expert in the real estate industry and related subject matter. Nothing will do that on social media like sharing informative, relevant content. Do you have some real estate branding ideas that have been successful? If so please share in the comments section below.
We invite you to continue following our series. Watch for Part 3 which will cover leveraging social influencers.