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9 Mistakes to Avoid in Real Estate Social Media Marketing

Social media marketing has grown tremendously over the past years, and many businesses have sworn by its effectiveness. In the world of real estate, marketing on social media platforms is a hot strategy as there are a considerable number of agents and brokers who get quality leads that lead to big sales through these social networks. 

Real estate professionals who have been using these channels for quite some time have developed various sets of strategies that have drawn in more traffic and increased sales. Despite that, it has also uncovered several common issues that are unprofitable for the business in the long run. 

In this article, we will share nine mistakes that you should avoid in real estate social media marketing:

Failing to Have a Solid Content Strategy

Posting regularly on social media may seem like an easy task at first, but if you want your posts to get high levels of engagement, you need to have a robust plan. A social media plan for your real estate business will help you avoid errors and ensure that you’re posting the right amount of posts per day. If you want your content to bring in desired results, make sure to plan them well, and you can also use scheduling sites so that you don’t have to upload each post manually. 

Going Overboard with Promotions

It’s easy to go all out with your promotions on social media. However, keep in mind that too many promotional posts can make your account stale and even put off potential clients. Facebook has also started to crack down on overly promotional content, in which they get filtered out of user’s newsfeeds. 

To avoid encountering such situations, be sure to maintain the right balance of content on your social media. You can also use blog posts, infographics, videos, images, and image texts to have some variation. On the other hand, if you don’t have much original content to share with your audience, take a step back and focus on creating valuable content instead. 

Posting Too-Good-To-Be-True Testimonials

It’s easy to spot ingenuine reviews or testimonials on social platforms. This is because some businesses often end up paying for reviews merely to improve their online presence and boost their credibility. Over the past years, however, social media platforms have caught up on this, and they can now detect these fake reviews. 

Instead of paying for reviews, why not spend time approaching your clients and asking them to provide a review? A genuine review can make a significant difference in ensuring prospects that you care about your clients, and this can increase your leads. 

Not Replying On Time

There are many real estate accounts on social media platforms that barely interact with their audience. While there are some who do respond to questions, comments, and inquiries, they do so too late. Many times, this is due to the lack of a workforce that is focused on social media management. This is why it pays to have a dedicated employee to manage your accounts so that any messages from users will be addressed immediately. 

Remember that there are millions of active users on social media platforms, and most of them expect a quick reply. Moreover, quick responses will make your business look better in the eyes of your target audience, which will lead to better results that you can benefit from. 

Not Engaging With Your Followers

One of the reasons social media is an effective platform for online marketing is because of the huge amount of active users who consistently interact and engage with various organizations. Keep in mind that engagement is a vital part of your business success. 

However, there are still plenty of real estate companies that overlook this crucial aspect, which makes their social media strategies work less effectively. If you want to get the most out of your marketing strategies on Facebook or Instagram, take the time to engage with your followers regularly to remind them that you are an actual business.

Failing to Invest in Video Marketing

Video is one of the most effective and popular content formats today. A real estate marketer has properties that are up for viewing, and the best way to showcase them is by creating a walkthrough video that will spark significant interest from your followers. Even unfinished properties can be shown via visual content. This is why many businesses utilize video marketing because it will take their posts to another level and bring more positive results. 

Unoriginal Content

There’s nothing wrong with sharing content from other reliable sources. Yet, if you do this frequently, you’re putting your brand at risk. Customers want to see what you can do and what makes you different from other real estate marketing companies. This is why you should focus on producing more original content. Moreover, you need to have a niche focus. That means you need to create content that targets people who are specifically looking to buy and sell to help you generate more qualified leads for your business. 

Removing Negative Comments

It isn’t uncommon for some users to leave a negative comment about a business. Likewise, some owners might delete them because it may seem like a natural step. However, if you want to build a solid and genuine brand presence, keep in mind that you shouldn’t delete any negative comments. Instead, you need to show customers how you deal with them. 

Even if you feel like they’re not worth responding to, you should still reply to them in a professional manner. On the other hand, if the comments are vulgar, you can report them immediately so that sites can block the user from connecting with your page further. 

Having Only One Platform

Facebook, Instagram, LinkedIn, Pinterest, and Twitter are some of the most popular online platforms today. Over the years, they have proven to be effective in helping businesses grow and widen their reach. Understandably, taking on too many platforms at once can be a handful; yet utilizing only one will be ineffective in helping you grow. Keep in mind that most users are using multiple social media channels, and you will also want to reach them where they are.


Using social media effectively will have a positive impact on a real estate business. Nevertheless, there is no one-size-fits-all solution when it comes to marketing on social media, meaning that you should come up with a set of strategies and figure out which ones will work for your brand. At the same time, regardless of the scope or your business, remember to veer away from the nine common real estate social media marketing mistakes above so that you will see your business grow over time. 

Are you looking to work with a reliable social media marketing agency in St. Louis? We have got you covered! Our experts at Framework Pros only use the latest tools to boost your online visibility, draw in more traffic, and get you more sales. Get in touch with us today to see how we can help!

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