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2023 Social Media DOs & DON'Ts

As we move into 2023, it’s clear that social media is not just a trend, but a crucial aspect of our daily lives. As real estate professionals in Washington, it’s important to stay up to date on the latest social media trends and techniques to best serve our clients and stay competitive in the market. In this article, we will explore some of the top social media do’s and don’ts for real estate professionals in 2023, and provide actionable tips for how to implement them in your social media strategy.

Do be Intentional with Your Social Media Presence

The first and most important “do” when it comes to social media in 2023 is to be intentional with your presence. This means knowing your target audience and tailoring your content to meet their needs and interests. Take the time to identify your ideal client and think about what kind of content they are interested in. Is it home renovation tips? Neighborhood spotlights? Market updates? Whatever it is, make sure your content is valuable, relevant, and engaging.

Another important aspect of being intentional with your social media presence is to maintain a consistent brand identity. This includes using the same color scheme, logo, and messaging across all of your social media platforms. This will help you establish a recognizable and professional brand that clients will trust and remember.

Do Utilize Instagram Reels and Stories

Instagram continues to be one of the most popular social media platforms, and in 2023, it’s essential to make the most of its features. Instagram Reels and Stories are two powerful tools that can help real estate professionals connect with their audience in new and exciting ways.

Instagram Reels allows users to create short, 15-30 second videos that can be used to showcase properties, highlight neighborhood amenities, or share informative content about the real estate market. Reels are a great way to grab the attention of potential clients and show off your personality and expertise in a fun and engaging way.

Instagram Stories are another great tool for real estate professionals. They allow you to share behind-the-scenes content, host Q&A sessions, and provide a more personal look into your day-to-day life as a REALTOR®. You can also use Stories to promote open houses or other events, and to share client success stories.

Do Utilize LinkedIn for Professional Networking

LinkedIn is often overlooked as a social media platform for real estate professionals, but it can be a powerful tool for building professional relationships and networking with other industry professionals. Make sure your LinkedIn profile is up to date and professional, and use the platform to share industry news and insights, connect with other real estate professionals, and build your personal brand.

Do Utilize Facebook Stories, Reels, and Live

Facebook may not be as popular with younger generations as it once was, but it’s still an important platform for real estate professionals. Like Instagram, Facebook offers a range of features that can help you connect with your audience and build your brand.

Facebook Stories are a great way to share behind-the-scenes content, highlight properties, and promote events. You can also use Stories to share tips and advice for homebuyers and sellers.

Facebook Reels are another great tool for real estate professionals. They allow you to create short, engaging videos that can be used to showcase properties, provide market updates, or share informative content about the real estate industry.

Finally, Facebook Live is a powerful tool for real estate professionals. You can use it to host virtual open houses, provide market updates, or answer questions from potential clients. Facebook Live is a great way to build trust and establish yourself as an expert in the field.

Do Have a Content Plan

One of the most important things you can do to ensure social media success in 2023 is to have a content plan. This means mapping out your social media strategy in advance and planning out the content you will post over the coming weeks and months. A content plan will help you stay organized, ensure consistency in your messaging, and ensure that you’re providing value to your followers. When creating a content plan, it’s important to think about your goals and your target audience. What kind of content will be most useful and interesting to your clients? What kind of information can you provide that sets you apart from other real estate professionals in your area?

Once you have a plan in place, consider using scheduling tools like or Meta Business Suite to schedule your content in advance. This will save you time and help you stay on track with your posting schedule.

Do Use Short Form and Long Form Video

Video content is more important than ever in 2023, and there are two main types of video content that real estate professionals should focus on: short form and long form.

Short form video content, like Reels and Stories, are great for quickly capturing your audience’s attention and providing quick bursts of information. These videos are typically 15-30 seconds long and are perfect for showcasing properties, sharing quick tips, and giving your followers a behind-the-scenes look at your life as a realtor®.

Long form video content, on the other hand, is great for providing in-depth information and establishing yourself as an expert in the field. This might include virtual property tours, market updates, or informative videos on home buying and selling. Long form videos are typically 5-10 minutes long and should be informative, engaging, and well-produced.

Do Use AI Tools Like Chat GPT for Content Ideas

As a real estate professional, it can be challenging to come up with fresh and engaging content ideas on a regular basis. That’s where tools like Chat GPT come in. Chat GPT is an artificial intelligence-based tool that can help you generate content ideas based on your specific needs and interests. By inputting a few keywords or phrases related to your industry, Chat GPT can generate a list of potential topics that you can use to create engaging content for your social media channels. This tool can be a great way to stay inspired and keep your content fresh and interesting.

Don’t Neglect Your Social Media Presence

One of the biggest “don’ts” when it comes to social media in 2023 is neglecting your presence. Social media is a powerful tool for real estate professionals, and if you’re not using it effectively, you’re missing out on potential clients and opportunities. Make sure you’re posting regularly and engaging with your followers. Respond to comments and messages in a timely manner, and make sure you’re providing value to your audience. Remember, social media is all about building relationships and establishing trust with your clients.

Don’t Ignore the Power of Visuals

In 2023, visuals are more important than ever on social media. This means using high-quality images and videos in your content, and making sure your branding is consistent and professional. Invest in good photography and videography, and make sure your properties are well-staged and visually appealing. Consider using tools like Canva or Adobe Spark to create engaging graphics and visual content that will help your social media posts stand out.

Don’t be too Salesy

Finally, it’s important to remember that social media is not a sales platform. While it can be tempting to use your social media channels to promote your listings and services, this can quickly turn off potential clients and lead to unfollows.

Instead, focus on providing value and building relationships with your audience. Share informative content, provide tips and advice, and give your followers a behind-the-scenes look at your life as a realtor. By focusing on building trust and establishing yourself as an expert in the field, you’ll be much more likely to attract new clients and grow your business in 2023.

In conclusion, social media is a powerful tool for real estate professionals in 2023, and there are many “do’s” and “don’ts” to keep in mind when using these platforms. By being intentional, using Instagram Reels and Stories, creating a content plan, and using tools like Chat GPT and scheduling tools, you can create engaging and informative content that will help you build relationships and establish yourself as an expert in the field. Remember to focus on providing value, using high-quality visuals, and avoiding overly salesy content. By following these tips, you can make the most of your social media presence and grow your business in the years to come.

About Katie Lance

Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm and founder of the #GetSocialSmart Academy. She’s been recognized by Inman News as one of the 100 most influential people in real estate and is a featured keynote speaker at many industry events. Katie is also is the author of the best-selling book, #GetSocialSmart

This article was originally published in the Spring 2023 Edition of RE Magazine.