Refine your messaging to deliver well-thought-out and well-presented communication that shows just how much you bring to the table as an agent.
Your social media channels are powerful platforms that can be used to showcase the value you bring to each transaction. Here are a few practical ways to use these tools effectively:
Educate Your Clients On Your Process
When planning your social media content, focus on educating buyers and sellers about the benefits of working with you. It’s not about justifying your commission but demonstrating how your unique expertise, local knowledge, and commitment save them time, money, and stress. Show your value by explaining what goes into each transaction and how you protect your clients’ best interests—from consultations and home marketing to negotiations and inspections.
(Source: Instagram/Lilliana Mathos)
Share Your Insights
Your clients have a lot of questions – from whether now is a good time to sell their home and the preparations involved, to the costs that a buyer can expect. They might turn to Google for the answers, but by sharing your insights on social media platforms, you’ll be positioning yourself as the go-to agent who has all the answers! Topics can be evergreen – such as a moving day checklist or increasing curb appeal – or timely and topical, like current market trends, economic outlooks and seasonal updates to the home. You can even, as Energy Realty has done here, discuss whether the National Election will affect the market:
(Source: Instagram/Energy Realty)
Dig Deeper with Testimonials
Case studies and success stories are great for your website, but social media is perfect for sharing impactful snippets from testimonials. Even better, if your clients had a great experience and are comfortable being filmed, why not capture a video testimonial for your social pages?
If possible, be specific when you share testimonials on your platform and highlight a standout element of how you helped them, whether it’s that you saved your clients money, sold their house in record time, or negotiated an early move-in date. This not only adds to your credibility but also helps potential clients understand the benefits of working with you.
As a long-term exercise, it’s a great idea to scan your reviews for recurring words from happy clients – these words represent the value you provide and can be integrated into your social media content to consistently reinforce your strengths.
(Source: Instagram/Anna Bilan Vogelsang)
Be the Local Expert
Your deep knowledge of the local market is one of the most valuable things you offer your clients. You can showcase this by diving into specific neighborhoods and sharing key details like schools, parks, restaurants, shops, transportation options, and the types of homes available. Share pricing and market statistics relevant to the areas you work in, explaining their impact on buyers and sellers.
You can also demonstrate your personal connection to the community by highlighting your favorite local businesses, community events, and neighborhood activities; by sharing authentic content, you show that you truly live and breathe the local culture.
(Source: Instagram/The Belling Brothers Team)
Make Facebook and Instagram work harder for you
Once you’re using your social media platforms to effectively showcase your value as an agent, take it a step further and broadcast this messaging as you promote your brand through advertising.
Facebook ads: You can develop targeted campaigns based on user demographics, interests, and behaviors. Ad formats like single images, carousels, and video ads help build brand awareness, drive traffic, and generate leads.
Instagram ads: Managed through Facebook’s platform, these visually focused ads (including stories and reels) resonate with Instagram’s younger, design-conscious users, ideal for first-time homebuyers and luxury property seekers.
Custom audiences: You can then retarget users who have interacted with their online presence, improving ad relevance and effectiveness by focusing on “warm” audiences.
