More than five billion people worldwide are on social media, according to a recent Statista report. As the digital world continues to grow, the number will increase by millions more. It goes without saying that having a strong presence on social media is one of the most effective marketing tools for today’s real estate professionals.  

But to market productively on social media, it is essential to build a strategic plan. Here are some steps to take to help you create a social media marketing plan that yields positive results: 

• Create a content calendar – A content calendar will help you stay on track when it comes to creating, posting, and reposting. It focuses on the days in every week and month and helps in organizing your posts. On Mondays, for example, you may offer a first-time buyer hint, and on Thursdays a local weekend event. Look at upcoming holidays you can build into your posts, and plan where you will post relevant news and when and where you can re-post on other platforms. 

• Build a budget – A good rule of thumb is to allocate 25 per cent of your overall marketing budget to social media advertising This is where analytics come into play, as you will want to look where you will be getting the most viewership and engagement.  

• Know your audience – If you are targeting the millennial homebuyer population (30-40-year-olds), you may want to push more ad money into apps like Bluesky, X and Instagram and lean toward tips on ‘green’ content or digitally upgraded homes. If you serve a primarily senior market, you will need to adjust your content to topics like downsizing and staging and choose platforms like Facebook.  

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This material is not intended to be relied upon as a statement of the law, and is not to be construed as legal, tax or investment advice. You are encouraged to consult your legal, tax or investment professional for specific advice. The material is meant for general illustration and/or informational purposes only. Although the information has been gathered from sources believed to be reliable, no representation is made as to its accuracy. Intended for distribution to only one per individual for marketing purposes only on behalf of our company. Not for reproduction.

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