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What Should Real Estate Pros Post to Facebook in 2022?


In this video, we’re going to cover what real estate agents should post to Facebook in 2022.

Hey everybody, Katie Lance here, founder and CEO of Katie Lance Consulting, the Get Social Smart Academy and author of the book, Get Social Smart. It’s episode 270 of the Get Social Smart show and today I’m going to share with you some of the most important things you can post if you’re in real estate to Facebook in 2022.

Alright, let’s get into it. Tip number one, informative content. So informative content I think is so important and it’s really easy to create in a lot of ways because it’s the things you get asked all the time, right? You know, when you get asked something and you think to yourself, if I get asked this one more time, that’s a great piece of content. So I would encourage you to think about how your business is run. Do you mainly work with buyers? Do you mainly work with sellers, investors?

Are you trying to reach for sale by owners regardless of, of what market or, or what you, you, who you serve, think about your market area. And then think about the questions you get asked all the time. For example, if you work primarily with first time home buyers, you might think about, you know, what are the biggest mistakes every first time home buyer needs to make, how you find a lender. If you’re a first time home buyer, how do you know when it’s actually time to become a buyer versus versus rent? And so as you kind of start to, to think about the process for all the clients that you work with and what your specialty is, you’ll start to kind of come up with a list. So brainstorm a list, get out a notepad or Google document and start to kind of brainstorm the talking points that come up when you’re working with clients.

Now this type of content typically works best when you can create video content around it. So if you can get on camera and create some short form of video content around in, around things that are educational informative, this might be Facebook reels, which are kind of fairly new to Facebook. Those are the 30 to 62nd, uh, kind of fun entertainment, playful type video content. You could certainly do that. Or you could even shoot, you know, 2, 3, 4 minute videos where you’re sharing a hel you know, helpful tips and resources. What’s really kind of cool about informative content and posting informative content. Actually, there’s a few things, but I’m just gonna share with you my favorite things. The first thing is that you can batch that type of content quickly and easily. Uh, this is something we do each and every month. I always say, if I’m gonna do my hair and my, and record one video, I might as well record like five.

So if you’re planning on, uh, sharing some informative content, maybe one video a week with something informative, why not sit down and record set aside an hour or two once a month where you’re going to batch record. A lot of that, what’s nice is that type of content is evergreen and it’s timeless. And so what’s really great about that. Facebook is you can reshare that, right? So if I upload a video today into Facebook, I can actually go into Facebook creator studio and repost that same video. I don’t have to upload it, but I can repost it and actually schedule it for later. So you could have a video go out today. You could reshare that again three months from now, six months from now, 12 months from now. And what’s really nice about informative content is it gives people a sense of who you are, what you’re all about, your expertise, your personality, and it’s not you being super salesy.

It’s one of the best types of content that’s going to help you attract business on Facebook in 2022. All right. Content number two, inspirational content. Okay. I don’t know about you, but I love a good, inspirational quote. I love a good motivational quote. And to this day, one of my favorite apps for inspirational quotes is word swag. I have used word swag for years, and if you’ve been on our channel a long time, you know, I’ve talked about word swag a lot. Um, there’s a free version. There’s a paid version. And when you open up words, swag, it’s a whole quote library. So you can find your favorite quote. You can find a great stock photo. You can add your logo and guess what you can batch create those all in one shot. Oftentimes I’ll go into word swag and create 3, 4, 5 inspirational quotes all in one batch.

And this is really great. If you’re doing like a Monday motivation or a Wednesday wisdom. Now what I encourage you to do when it comes to inspirational quotes, as you wanna find the ones that are personal to you, something that means something to you, and it’s not just posting it for the sake of posting it, but when you post it, you might write a sentence or two about why it means something to you. Like, why is it meaningful? Again, those are somewhat evergreen. So you can schedule those out ahead of time, which makes your life even easier. Okay? No three fun content. So we wanna have fun, right? It’s nice to have some lighthearted content on Facebook as well. Now being posting fun content or funny content sometimes is a little tricky, right? We don’t wanna offend anyone. And I certainly, uh, you know, I’m not suggesting we offend anyone, although I don’t think we can be all things to all people.

One of the best ways to be funny. It’s some self deprecating humor. So turn the turn the joke on yourself. If you find something funny that happens, and this is something that typically can’t be scheduled because it happens in the moment. Let’s say you’re at a listing. Let’s say you’re at an open house. And you do something that you think, oh my gosh, right? You maybe roll your eyes at yourself. Something funny happens that story, that moment, that’s a great thing to share to Facebook. It’s a very real, and, uh, it just kind of shows your humanity, right? We do business with people we know like, and trust and relate to, right? So when something funny comes up, especially a little bit of self-deprecating humor, that’s the type of content. Again, you’re not gonna schedule it, but that’s a great thing to share here because it goes to that no, like, and trust and relatability factor, right?

Which I think is so important. The fourth type of content that I encourage you to post. If you’re in real estate in 2022 to Facebook is community content, okay? This is a biggie. Whether you’re new to real estate or whether you’re in real estate a long time. One of the things I love most about agents is you guys know your local C better than everybody, right? You know, the best place to get a cup of coffee, the best place to get a glass of wine, all your local community stuff. Right? So take some time to post about your local community. Think about what’s really important. Why do you love to live there? What are some of your favorite boutiques or salons or local sports teams, whatever they might be. And then as part of your strategy, once a week, or once a month shine the light on them.

Now you could do this in a number of different ways. You could do a Facebook live with them. If you, if you really wanna, uh, you know, be brave and Facebook live is one of the best pieces of content, but maybe you don’t have time for that. Well, you could just do a simple post or maybe take a picture and you tag that business page in your post. You know, the next time you’re at your favorite coffee shop, take a picture of that coffee. Uh, and then you can, you know, post that, tag them and, and not just say, Hey, I was here, but why do you love them? Why do you recommend them? Right. So do a little bit of brainstorming. You might brainstorm your favorite six to 12, low local businesses, local places, why you love where you live. And not only is that going to establish you as a leader in your local community.

Um, but it’s just a great, win-win nine times outta 10, when you tag a local business, they’re gonna respond to that. And now you’ve built that connection. And it’s just a, win-win all the way around. Number five promotional content. Okay. So I see leave this for last, because I do think it’s important, but it’s important that we think about the other types of content first. So promotional content is content about your business under contract new listings, open houses, testimonials from clients, awards that you have won. That type of content is important because it shows your success. It’s social proof that you’re good. You do. And that you love what you do. But think about it. If you only post promotional content, we have friends like this, right? Who only post promotional content. And, and how do we feel about that? It’s like another pat on the back, right?

And so we wanna kind of be careful. We want to showcase our success, but, you know, we wanna do so in a humble, I think that’s really important to have that balance, especially with the amount of noise that’s happening on Facebook. So as part of your strategy, post your listings, post your open houses, post your under contract, all the pieces that are involved when it comes to working with you, buying, selling, whatever that might be, but just make sure that that’s just a part of your overall strategy, not your entire strategy. Now, as a quick bonus tip, one of the things I would recommend when it comes to posting promotional content is you can also batch create some of that content. You know, a lot of the folks inside of our academy will go into Canva and they will use some of the Canva templates, uh, that can has available.

We also, inside of our academy have a, a number of Canva templates, um, that we offer for our academy family. They’ll pick a template and then it’s really easy to customize, um, and duplicate right. Rinse and repeat those, just listed. Those, just sold those under contract or graphics, where they have testimonials, things like that. So I would absolutely love to hear from you. Are you active on Facebook and what are your biggest pain points? Let us know in the comments below. And if you’re listening to this going thinking, I really need to get a handle on my social media strategy, not just on Facebook, but on everything with social media, we would love for you to check out our, get social smart academy. We actually just relaunched our academy website recently. We’re so excited. We would love for you to check it out. It’s a membership site where you can sign up and you’ll get access to all of our training, not just Facebook, but Facebook, Instagram, social media strategy, YouTube, and so much more. You can go to Katie, to check it out last but not least. If you’re watching over on YouTube, we would love if you’d hit the subscribe button and the bell button as we have new videos that come out each and every week. All right, my friend, I’ll see you soon and I’ll see you on Facebook.


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