While Instagram is still the best platform for real estate agents and creators to build a community around their brand, it’s definitely not the only platform you should focus on.
Your brand is extremely vulnerable if your audience is all in one place. You’re subjugating yourself to the success of that platform and the possibility that you might get hacked, deleted, or banned out of nowhere.
Look at my friend and co-host of the Over Ask Podcast, Matt Lionetti. He’s built a following of over 50K on Instagram, and out of nowhere, his account was taken down by a scammer.
Fortunately, he’d built a big enough brand that it didn’t hurt him or his business by the time his account was restored. But it was a big reminder of the importance of being omnipresent across all major platforms.
So, the goal here is to go over the six platforms you need to build on to protect your business, get more leads and referrals, and grow your online brand.
Hackers and crypto scams
As real estate agents, all your information is public. Hackers are incessantly attacking agents and their Instagram accounts, holding them hostage in exchange for money—or creating duplicate accounts with similar usernames to unleash some weird crypto scam.
If they haven’t come after your account, they probably will.
Protect your Instagram by constantly changing your password and using two-factor authentication. Better yet, protect your Instagram by growing on other platforms.
The six best platforms
For real estate agents, you need to be on these six major platforms:
Twitter, not so much. I use Twitter as a place to test new material, but if you have to neglect one platform for growing your real estate brand, I would say forget about Twitter.
So, here’s why you should be on each of those six platforms.
Instagram is the best place to host an audience and engage directly with your clients and potential clients. It’s ideal for plugging links to your listings, growing your email list, and showcasing your properties, brand, and videos through photos and Reels.
Yes, the algorithm is always changing, and yes, TikTok is definitely stealing some of its thunder. But to neglect Instagram is psychotic.
By the way, you should follow @brokeagentmedia on Instagram because we give daily tips like this on our feed and in our blogs.
Facebook is not dead. It has an older audience, but that can work to your advantage. After all, the average age of a realtor is still 55. Your colleagues and referral partners are still on Facebook. Plus, if you want to increase your price point, you need to reach Baby Boomers.
Neglecting Facebook is a huge mistake, especially because organic reach is coming back with a vengeance. Also, Facebook has adopted vertical video and Reels, just like Instagram, and switched up its feeds.
Facebook Groups are a great way to build a community, get referrals, and have discussions with other agents or people in your area.
TikTok is the best place to grow an audience right now. Their casino-like algorithm allows users to get millions of views with little-to-no following. And it’s, by far, the most fun app to be on.
TikTok is where the attention is. It’s where the trends start, and it has the most seamless editing feature of all these social media platforms. If you post consistently on TikTok, you will grow. And you’ll probably have more fun than you do on any other platform.
YouTube is the best platform to make immediate money on. And by make money, I mean get immediate business from. The way you can tailor content specific to your market, and the way you can create videos on what people are searching for is truly incredible for real estate agents.
One of the best things about a long-form video is you can cut it into short-form clips to post to TikTok and Instagram. A five-minute YouTube video or podcast can easily yield several clips to share as YouTube Shorts and on other platforms.
Gary Vaynerchuk talks about LinkedIn like he talked about TikTok, and he’s usually right about this stuff. He says LinkedIn is the place to be right now, so make LinkedIn a key element of your social media strategy.
Your email list is the one true thing that you own. A tech oligarch can’t take away your email list. Even if they took away your Mailchimp account, you can host the list yourself.
Email is still the number one way people prefer to be marketed to, and I think it still has the highest conversion rate. If you can get a consistent weekly email going with your take on the market, some community recommendations, discounts to restaurants, etc., you can build a loyal following that isn’t dependent on your visibility on any social media platform.
The moral of this video is simple: you need to be everywhere. If you’re killing it on one platform, that’s great. But you are extremely vulnerable. That platform can die, or it can be taken away in an instant.
Look at Vine. Look at MySpace. Look at Snapchat—which isn’t dead, but it’s not where I consume content anymore. Look at Instagram, which seems to be losing enormous attention to TikTok.
Consider this video your warning. Grow everywhere, and evolve with the platforms and the type of content people are consuming. Sticking with what worked yesterday is a fool’s move.
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