I’m really excited because this week’s episode is a juicy one! So far, I’ve given you a lot of examples of best practices when it comes to your social media marketing…but I also feel it’s very important to be aware of the common mistakes to avoid. Whether you’ve decided to go all-in with your social media marketing, or you’re just thinking about it, awareness is key and you can apply these 7 rules to your strategy immediately. Let’s dive in!
Mistake #1 – Posting too infrequently or too frequently: Consistency is key when it comes to social media. If you don’t post enough, it can cause your audience to lose interest, while posting too much can be overwhelming and may result in your content being ignored or unfollowed. To avoid these traps, choose a schedule that works for you that you can commit to regularly. Even if that means just twice a week – the consistency in your content will improve audience retention and engagement.
Mistake #2 – Focusing too much on sales: Keep in mind WHY people typically use social media, which is to connect with others and to be entertained or informed. If all you do is promote your listings and services, you may come across as pushy and turn off potential clients. Remember it’s NOT ABOUT YOU! It’s about how you can help a potential client overcome a problem RIGHT NOW.
Mistake #3 – Using low-quality visuals: And I hate to say it, but this also means using services that use the same content for all of their agent clients. You know that feeling when you see an agent’s Instagram or Facebook Page and you know EXACTLY where they got the post? I’m not going to name names, but I’m sure you know what I’m talking about. Real estate is a visual industry, and using low-quality or unprofessional visuals can undermine your credibility and make it difficult for potential clients to see the value in your services. If you don’t have time (or don’t want) to do it yourself, make sure you work with a marketing professional that is committed to helping you tell YOUR authentic story so you don’t just blend in with the crowd. (And by the way, I offer this service through Sky Blue Media. Make sure to book a free consultation with me to learn more.)
Mistake #4 – Ignoring comments and messages: So many agents just post and ghost…meaning they post content and then disappear from the platform. Or worse – they use a 3rd party app to schedule the posts a week or month in advance. While this may seem like a great time-saver, it really makes your efforts wasted if your goal is building relationships with potential clients. Social media is a two-way street, and ignoring comments and messages can make your audience feel unimportant and unappreciated. It also tells the algorithm that you’re not an active user on the platform, which diminishes the reach of your posts.
Mistake #5 – Not targeting the right audience: Who are you trying to reach? Are you trying to attract seller clients who are downsizing, but posting content all about inside jokes for the real estate industry? Or maybe you are trying to add to your team, but posting all about buyers and market stats. Regardless, the voice of your content matters and mixed messaging is NOT the way to grow. Not all social media users are interested in buying or selling property, and targeting the wrong audience can result in wasted time and resources. Make sure you are targeting the right demographic and also location for your marketing efforts.
Mistake #6 – Ignoring analytics: Analytics provide valuable insights into your social media marketing efforts, and ignoring them can prevent you from making data-driven decisions that could improve your strategy. Not sure where your analytics are? First of all, make sure you are using a Professional Account on Instagram and a Business Page on Facebook. I talked about this in episodes in Season 1 so make sure you check them out. (Click here for the episode about Facebook Business pages and click here for the episode about Instagram.) When you are using these types of accounts, you will be able to see information that helps your strategy, such as when your audience is most active, the age and gender of your most engaged followers – which you can use to customize and personalize your content.
Mistake #7 – Not staying up-to-date with social media trends: Social media platforms are constantly evolving, and failing to stay up-to-date with the latest trends and best practices can put you at a disadvantage compared to your competitors. What worked in 2022 will NOT work the same in 2023. My recommendations? Definitely stay tuned to this podcast for updates on current trends and best practices – and also make sure to follow the accounts of the platforms themselves, and for example Adam Mosseri who is the Head of Product at Instagram.
By avoiding these common mistakes, you can improve your social media marketing efforts and achieve better results from your time (and possibly financial) investments. And don’t worry if you’ve been doing one or more of these – it’s all about educating yourself and CONGRATS for taking the time to do that for yourself today!
I love talking marketing, and especially social media marketing. If you want help with your strategy, content, or just need some direction, send me a message on Instagram or book a free 15-min consult!