How to Market Yourself on Social as a New REALTOR®
This post originally aired as a podcast!
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I love it when people reach out to me on Instagram to ask a question, and the most frequent DM I receive is "how do I market myself as a new agent?"
So, in this blog and podcast episode, we're going to explore how to introduce yourself as a REALTOR® on social and start building your personal brand as an agent. Because you might not have real estate experience yet, but you DO have many advantages. Your personality, interests, and what's important to you can become the foundation of your brand, and the marketing habits you stick to now will help you for years into the future.
Always remember, all top-producing agents started with no transactions and a real estate license.
My Own Success Story in Real Estate
It's hard to believe it now, but I was once new in real estate myself! While I've never been a real estate agent, I know what it's like to enter this crazy industry. It has its ups. It has its downs. But most of all, it has opportunities - opportunities for you to live the life you want. And for me, it's been the opportunity to do what I love, which is real estate marketing.
At the beginning of 2014, I became the Director of Marketing for a large real estate brokerage in Central Florida. Likewise, my husband entered the other side of the real estate world and started his career as a commercial agent. So, I know firsthand the mental and financial stress of getting started in real estate.
But it was so worth it!
I'm now an award-winning, nationally recognized real estate marketer. I've spoken on national stages, been featured in the top industry news outlets, and even have my own podcast! Every year my husband and his business partner beak their previous year's production records and are the top-selling hospitality brokers in their market.
I've also had the privilege of working with hundreds of real estate agents to help them reach their goals. So, even if you're brand new to real estate, your potential is limitless. It just all starts with your real estate marketing.
How Do New REALTORS® Succeed? It Starts with Mindset
Marketing yourself can be a strange concept, especially if you are uncomfortable with self-promotion or feel the sneaking thoughts of imposter syndrome.
How can you market yourself when you have no experience to begin with? How can buyers and sellers trust you with such a significant financial decision? Self-doubt and discomfort start to creep into your confidence.
But I have good news for you! In general, people want to see you succeed. Your friends, family, and the people you know (this group is called your sphere) are all rooting for you.
As for strangers, you're going to provide them with an exceptional, personalized real estate experience because you genuinely care. Yes, you'll need help along the way, but you don't need experience to have passion for your career or dedication to your customers.
So, before you even start real estate marketing, take a second to think about why you got into real estate. What does this profession mean to you? Is it the possibility of more financial freedom? A way to spend more time with your family? Keep your motivation in mind when you get unsure or discouraged.
The key to successful marketing is your mindset!
Getting Started with Social Media Marketing
If you're a brand new rookie agent, where do you even begin with social media? There are so many different platforms, and everybody you meet in the industry has an opinion. What you have to do is figure out a plan that works for you! Be open to learning, trying new things, and building off of your successes - because you will start to see growth!
Today, I'm giving you a step-by-step plan to get started with social media marketing. And to make it even easier, I've created a cheat sheet you can download. Grab your new agent social media checklist here. I'd recommend you print it and work your way through it after you read today's post or listen to the accompanying podcast episode on your favorite podcast app - (perfect when you're on the go!).
1. How to Introduce Yourself on Social as a New Agent
The first thing we'll tackle is, "does everybody know you're an agent now?"
Did you share on social that you were getting your license? Sharing your story of studying and all the education that you're doing is a good thing. You're in the learning process!
Did you make an official announcement of your new career? I love casual social media selfies or video announcements that allow your sphere to connect with and congratulate you. A written professional announcement goes a long way as well
Does your brokerage do any press announcements or social posts? Share that! Sometimes, it's easier for other people to talk about you than it is to talk about yourself!
Share a professional headshot OR professional-looking photo branded to you as an agent. You can learn more about this in EP 26. Growing Your Personal Brand & Social Following with Branding Photos
And craft a compelling message - talk about WHY you got into real estate, how you're passionate about helping people, the education and training you're focused on, and/or why you aligned yourself with the brokerage/brand that you chose. You can also lean into other people's experiences on your team, or your brokerage stats and track record.
2. Clean up your social media to reflect your new career
Welcome to real estate, you are now a personal brand!
So, start thinking like a personal brand. This includes deciding what is public and what is private. You might want to change your privacy settings or remove content you don't think is reflective of your new personal brand.
Remember, everything you post is a reflection of your brand, and the people you know on social, could be your next customer. In fact, the cast majority of transactions agents have are with the people they already know. And You already know people! So, how do we want them to see you now?
Don't change your personality or who you are, but be more mindful of your social media presence being a reflection of your business. Update your profiles to add that you "work" at your brokerage, or even change your profile name to something like: Heather, REALTORS® AT (XYZ Brokerage). Overall, start marrying your name and real estate together.
We want people to think of real estate when they think of you!
3. Choose the platform/s to focus your marketing efforts
Before you can start marketing, you'll need to pick the right platform. If you're super savvy at social and are already very active on multiple platforms, that may work to your advantage and allow to dive into your social media marketing. However, be sure not to get overwhelmed.
To start, I'd choose the platform/s that you enjoy the most. Next, think about the platform where you can find the most potential customers.
For example, if you have lots of friends on Facebook, start there. Lots of followers on IG? Start there.
{Click here to learn more & join my Instagram Marketing Course for REALTORS®}
If you don't have a huge following anywhere, you might want to consider starting with IG to grow your personal brand as it's one of the easiest places to do so.
Another thing to consider is to think about if you want to use the accounts you already have or create new ones for social.
I'd like to note here that Facebook business pages are 'pay to play.' So if you want to do Facebook marketing, I'd start with a personal profile. However, if you plan to do paid advertising, you'll need a business page.
On Instagram, I'd recommend keeping the profile you already have and updating it to reflect that you're an agent. To help, I have an awesome freebie for crafting a compelling Instagram bio - click here to download!
4. Start Posting about Real Estate Content
Consistency is the key to all real estate marketing. You might not have tons of experience helping people buy/sell, but I bet you do have experience living in your local area.
Take that local expertise you have to the next level, and start thinking about everything from a real estate perspective.
Get my Social Strategy Guide and Calendar for exactly what to post and how to create a social strategy that works + a calendar, content ideas and more! Click here to download your free copy.
And download my free Branding Photos Worksheet for tips, tricks, editing advice, and more for help with personal branding!
Because personal branding and showing up on social with you in the photos will do wonders for your marketing. We want people to associate you and real estate, so when they have a real estate questions or need, they turn to you as their go-to resource because you've branded yourself that way.
5. Craft your Personal Brand
This leads us to crafting your personal brand. This is a process that will evolve over time.
The first thing to consider is choosing a niche. I strongly believe in the power of niche marketing, which is essentially choosing a specific area (farming area) or type of customer/service to work with.
It's difficult to market to anybody and everybody and much easier to market specifically - especially if you're new. I'd recommend starting with a smaller area and being the local expert on that area.
This will help you connect with people you don't know already.
For example, I'm in Orlando, so I might be tempted to be the "Orlando expert" because I don't want to miss out on any business.
But the reality is, there are thousands of Orlando expert REALTORS®, so you have. much more competition if branding yourself that way also.
Instead, when you connect with the people you know and your social media marketing can be tailored to a smaller area, your experience will shine and your next customer will be more likely to find you.
When branding yourself as a new agent, it can also be helpful to leverage your brokerage or brand's marketing. Share what they are sharing!
Are you at a national brand? Use their local marketing and national marketing. You might not have sold any homes, but maybe you're with a brokerage that has a history of success. Tell that story and use those stats.
Remember, you'll only be new for a short time. So, align yourself with more experience when you can, and develop your brand over time.
It's going to change, and that's ok! You're going to evolve, and who you are as an agent will evolve. And that's a good thing!
So, if you're just getting started with social media as a REALTOR®, you are in such a good place. There are agents who have more experience than you, but you also have an advantage.
There are way fewer agents who are completely devoted to their marketing and growing their personal brands using social media. You have the ability to work with the people you already know as a REALTOR®, but you can also connect with your ideal home buyer or seller online. By staying committed, continuing to provide value, and showing up, you can start making a name for yourself on social which will lead to those sales and help you achieve your goals.
So, to recap
Make sure everyone knows you're an agent now
Clean up your social to reflect your new career
Choose the platform/s you'll focus on
Start posting about real estate
Start crafting your personal brand
And click here to download your free New Agent Social Media Checklist
Whether this is your first day as a licensed agent or you've been in the business ten years, these principles hold true because they work. You can't be a secret agent on social. You need to consistently provide value online in the form of content so that people know you're a real estate agent, but more importantly, that you're able to help them.
I have learned so many things over the years in real estate and real estate marketing. Give yourself permission to try new things. To fail. To keep going.
Everyday, I learn something new myself whether it's from experience or being open to learning. So, keep learning and take advantage of all of the resources mentioned here. Because if somebody has a real estate need, we want them to turn to you.
But first, they have to know that you're there to help them! Download my New Agent Social Media Checklist here
UP NEXT:
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!