I know it’s scary to put your face out there. It’s especially scary if you’ve never done it before. Usually, the criticism we anticipate is worse than the kind we actually receive. Unless, maybe, you’re on TikTok.
Here at Coffee & Contracts, we actually conducted a poll on what keeps real estate agents from using social media to build their businesses.
The number one reason? The fear of being cringe.
Why you need to create videos for social media
Most of us know that fear. The fear of being criticized for your appearance, being told your content has no value, or being laughed at for “not having a clue” about what you’re doing.
But with 87% of agents failing within five years of getting their license, you need every advantage you can get to push you well above the average.
One of those advantages is connecting with people as a real person.
And while it’s possible to build a connection without ever seeing someone’s face, it’s much easier and quicker to build one with someone you can see and hear.
Video lets people see your face and hear your voice. If your audience can see you doing regular human things like having lunch or a coffee (or tea) in a local cafe, working at your desk, or walking down a street in your neighborhood, it makes you seem more human, more relatable, and more likely to understand where they’re coming from.
Even better, too, if you’re talking directly to the viewer, so they can feel that you’re addressing them personally.
We also don’t want to see the same headshot used over and over again with a bunch of graphics. At best, it looks lazy and avoidant. At worst, it looks like you borrowed that one image from someone else and are using it to mask your real identity.
Neither one is a good look.
So, how can you face that fear and get started on social media?
Three words: Embrace the cringe.
In other words, just get started.
And then, follow these six steps to build a strong foundation online:
#1—Lay the Groundwork
The first step to standing out in a crowded social media landscape is understanding your audience. Start by getting clear on the following:
- Who is your ideal client?
- What are their pain points?
- What solutions do you provide for those pain points?
Chances are, you have a lot to offer your ideal client. Now it’s time to start making it known online!
Consider investing in professionals for branding, photography, and videography. Plan for a branding or video shoot in July for Q3 content and September for Q4 content.
On the other hand, don’t let a tiny budget for equipment or for hiring professionals stop you from getting started on social media. Start where you are, with what you’ve got.
Then upgrade as you go.
#2—Create a Smart Content Strategy
Diversify and repurpose your content. A well-shot long-form video can be sliced and diced into Reels, TikToks, YouTube Shorts, blogs and newsletter content.
Not only does it save time, but it also maintains content consistency across different platforms.
Do yourself a favor, too, when you’re filming those longer videos and don’t stop every time you make a mistake—mis-pronounce a word, use the wrong word, forget what you were saying, etc. Everyone makes mistakes, and starting all over every time you stumble will only slow you down and make it that much harder to grow your social media presence.
No one will cringe as hard over those little mistakes as you do. Just keep going. If the mistakes are really that bad, you can edit them out afterward.
#3—Outsource & Delegate
Some of us could spend hours designing in Canva and building our community on Instagram, while others would rather stick to showing homes.
If you’re the latter, consider hiring a Virtual Assistant or Social Media Manager to help you with your marketing, content creation, content scheduling, copywriting—an any administrative tasks you’d like to take off your plate. Think of it as an investment in the growth of your business. Because that’s what it is.
Plus, learning to delegate is an essential skill for business owners.
#4—Quality > Quantity
The algorithm isn’t really all that complicated, and it’s essentially the same for every platform: Keep the users on the app longer.
Your main goal should be to keep people on your content longer. So, create your content with your ideal client and target audience at the top of your mind. Create a binge-worthy feed. Hook them from the start, and give them a reason to linger, to comment, and even to send you a DM.
Make sure every post you put out there is worth their time. But don’t let perfectionism stop you from posting. High-quality has never meant perfect.
Think of all the movies you’ve enjoyed that movie critics have torn to shreds. Your ideal clients don’t need perfect. Focus on checking some, if not all, of the following boxes:
- Relevant
- Timely
- Thought-provoking
- Entertaining
- Value-packed
#5—Enticing Lead Magnets
Lead magnets are like your digital bait. They’re valuable, free resources that attract potential clients and incentivize them to share their email address.
These could be—
- Ebooks—buyer guides, seller guides, tips on home staging or home maintenance, etc.
- Cheat sheets—for the home buying or selling process
- Checklists—about moving, buying a home, the real estate market, etc.
- Resource lists—for homeowners new to an area, with information on valuable services
- Buyer/seller tips to save them time and money
The goal is to offer so much value that people are more than happy to exchange their email to get it.
#6—Master Email Marketing
Once you have their emails, it’s your opportunity to stay top of mind through regular, valuable communication. Deliver the promised lead magnet and continue providing valuable content regularly—
- market updates
- insider tips
- your latest listings
You get the idea. Use an email marketing platform to automate this process.
Remember, with emails, you’re in their inbox, which is a much more personal space than a social media feed. So, keep your emails conversational and helpful. And don’t be afraid to let your personality shine through.
I’ve got you.
Picture me cheering you on with this, too. Because it takes guts to put yourself out there and risk criticism. And no matter how cringe your first social media videos might be, you’ve got to start somewhere.
Just start. The good stuff will outweigh the bad. I promise. Good things come to those who put themselves out there and start delivering value. Someone out there will be glad you did. Probably a lot of someones.
Whatever you do, don’t hold yourself back. Unleash your inner badass and start filming.
That said, if you’re feeling overwhelmed by all the details that go into creating posts for social media, sign up for BAMx and get my course, “Mastering Canva Design for Real Estate Agents.” Use the discount code HALEY for 10% off your annual subscription!
