Real estate agents often fall into the trap of posting too much promotional content. There is such a thing as the 80/20 rule - meaning only 20% of the content you post should be promotional. Social media is about so much more than selling. Think about it this way - would you keep watching a television channel if all they ran was commercials 24/7? Probably not, so you don't want to push out a non-stop sales pitch on your social channels. Instead, you want to mix in a healthy amount of content that provides actual value to your target audience. But coming up with fresh content on a consistent basis can be a challenge.
However, there is a solution for that, thanks in part to the amazing amount of real estate-related content that is available on the web. By sharing this content with your audience, you are positioning yourself as an authority figure in the real estate industry and your audience will learn over time you are the go-to source for the latest real estate new and trends, and be much more receptive to the promotional content you post, such as your latest listings and open houses. We've compiled some top sources you can turn to for real estate-related content to share on your social channels in this article!
Real Estate Industry News
Want to show your audience that you're an expert in the real estate industry? Start off by sharing all of the latest news and happenings going on in the industry - this information can be especially interesting to first-time homebuyers who are trying to consume as much real estate-related information as possible to learn about the market and home-buying process.
- The National Association of Realtors is the largest trade association in America, made up of residential and commercial brokers, salespeople, and others involved in real estate. You'll find the latest industry news, blogs, research, statistics, and more on this website to share with your audience, as well as REALTOR® Magazine.
- RISMedia delivers all of the latest real estate news and trends, as well as articles on best practices, marketing, technology, and social media. They also publish a monthly print and digital publication called Real Estate magazine and have a content library with thousands of articles to choose from with video tips you can publish to your social channels.
- Inman is one of the most popular real estate websites out there, featuring industry and MLS news, as well as articles on technology, marketing, mortgages, regulations, and more. Inman also holds webinars and events on a routine basis so agents can learn about new and exciting trends to share with their clients, as well as their audience on social media.
- Bankrate is a great resource for the latest news and happening in the mortgage industry - not only can you compare mortgage rates, but you can also get advice on buying a home, understanding closing costs, understanding FHA loans, and more, all valuable information for those looking to buy a home. Bankrate also has awesome calculators you can share to help your audience understand how much house they can afford and what their mortgage payment would be.
In addition to these national resources, keep tabs on content being produced by your local MLS, as they will have insights specific to your local market that your audience craves. Local TV stations, newspapers, and other media outlets will also push out content related to the real estate industry that's worth sharing, so you should never find yourself without plenty of both local and national real estate industry news to share.
School & Neighborhood Information
Families who have children tend to have a quality school district at the top of their list and are willing to sacrifice many other things on their wishlist in order to land a home in a good school district, so you'll want to provide resources on your social channels for your audience to research school districts. Likewise, home buyers will spend a significant amount of time researching neighborhoods nowadays to see what home values are, what the neighborhood has to offer, if the neighborhood has a reputation for being rowdy, and so on. Here are some useful resources you can share:
- GreatSchools is a nonprofit dedicated to helping parents unlock educational opportunities for their children. You can view parent ratings, reviews, test scores, student progress, and more.
- SchoolDigger is another free website dedicated to helping parents make informed decisions about schools for their children. Their database contains test scores, crime data, real estate data, and more.
- NeighborhoodScout provides hyper-local real estate data designed to help match people with the perfect neighborhood for their lifestyle. You can view home listings, school profiles, crime stats, demographics, and more.
- AreaVibes assigns a Livability Score to any location in the United States you can think of to help people find the best places to live. Their algorithm is based on amenities, cost of living, crime rates, education, employment, and more.
- Consider sharing reviews of local businesses, as well. If a neighborhood is loaded with local businesses that have amazing reviews on sites like Yelp or Google, that bodes well for the neighborhood and you can use that to your advantage.
Local resources again play an important factor, so keep an eye on any local newspapers or government websites that produce content or release statistics on school districts or neighborhoods you do business in. There is plenty of content at your fingertips here - you just have to go out and find it.The effort will be worth
Naturally, anyone interested in buying or selling their home is also going to be interested in home design. There are so many different home design styles out there, ranging from contemporary to modern to art deco to traditional and beyond, that it can be confusing, so providing these resources to your audience is a smart idea. Here is a good starting point for home design topics you can share:
- Houzz, simply put, is the leader in home design. They have over 14 million photos to browse through and you can filter by room and style, as well as stories on advice on decorating, remodeling, architecture, and more.
- Home & Design Magazine features home design content, including interior design, kitchen and bath, architecture, and more. You can even view the past and current editions of the magazine online.
- House Beautiful is a magazine with a healthy amount of digital content available on topics include design inspiration, room ideas, and how to renovate. They also have a weekly newsletter they send out with decorating tips, DIY projects, and more.
- Design Milk is an online magazine dedicated to modern design. They'll keep you up to date on the latest in architecture, interior design, furniture and decor, and more.
Just like with home design, people are going to be interested in home improvement. Many home buyers go right to work renovating their homes, while others are going to be interested in tips on tricks on home maintenance or how to complete DIY projects. Home ownership can be daunting, especially for first-time homebuyers, so help ease their mind with articles you can share from these home improvement websites:
- DIY Network offers how-tos for home improvement ranging from small to big projects. The how-to section on their website can help you out with virtually any project you need in any room in your house, including your kitchen, bathroom, bedroom, garage, or backyard, plus they have an extensive video library.
- HomeAdvisor is known for their commercials linking homeowners to professionals, but they also have an articles and advice section with how-tos for interior and exterior projects, major home improvements, as well as tips on green building, working with contractors, and more.
- HGTV is a household name in home improvement. In addition to their countless TV shows, their website has an extensive content library on remodeling, plus design and decorating tips, a photo library, and more.
- HowStuffWorks is an award-winning website with unbiased and reliable answers that as the name suggests, explain how stuff works. Their home and garden section is full of articles on construction, home DIY, remodeling, outdoor living, and more.
The amount of real estate-related information on the web is simply mind blowing. This is just a small sample size, but it gives you a good starting point with resources on a wide array of topics your audience will find interesting that you can share on your social channels. If you can maintain a healthy balance of third-party content with social selling (posting about your listings, open houses, sales programs you run, etc), your audience will remain interested in your page and continually come back to see what you have to say. Remember to keep an eye on all of your local resources, as well, to mix in as much local real estate news as you can with national real estate news, this way you're presenting yourself as both an expert on the local and national real estate market. Happy sharing!