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Thinking about posting a new listing on Facebook? If you’re simply posting the same information available on the mega real estate inventory sites, you aren’t doing yourself or your client the biggest favor. Where and how you post makes a significant difference. I’m not saying that posting new listings on social media isn’t a good idea, but it’s how you post that will get you results.

Remember that mega sites are already established as the resource for housing inventory. By posting more relevant information, you have an advantage that they don’t: personalization. Use detailed, local information that’s unavailable on big sites to share insights with unique flavor and interest, instead of just statistical data.

Use social media as a channel to invite prospects to an upcoming open house, but make it about a personal connection rather than a statement of the event. For example, shoot a video of yourself in front of the property to promote your upcoming open house. Place the flags and balloons for interest, and anchor it with a theme of some sort to make an upcoming ordinary open house more extraordinary. Use platforms like geofencing to target the post to a specific target market, rather than simply posting a broadcast to all.

Use differentiation to outperform and outcompete the big sites. When your goal is to be top-of-mind in a highly relevant way, you’re more likely to connect.

Here are a few posting dos and don’ts for using your digital footprint to create better response:

Don’t just post for the sake of being ‘on’ social media.
Do you want to become the “celebrity authority” in a specific area? If so, posting specific information and relevant data clearly points to your hyperlocal expertise. When you have specific, measurable outcomes in mind, the next step is to develop a comprehensive editorial and marketing calendar that’s aligned and focused with consistent messaging, positioning you to become the local information portal.

Do consider ‘purposeful posting.’
Launch your editorial and marketing calendar with a goal to study and monitor where you get the most response. Note which content gets the most action in order to make the best decisions about future posts, as this will help you build a community of fans. Post the dates for upcoming community activities or local summer kids’ programs, parades, fireworks, etc. Add interest by embedding links to relevant reports in your post. If your post includes several tips or initiatives, offer a link to a more detailed, downloadable report from your website, or a video link that offers more details to ultimately drive traffic to your website or YouTube channel. When you set up the link with a “lead capture” feature, you can monitor and measure the response to your posting.

Don’t assume you need to be on all social media channels.
Do your homework and determine where your expertise and specialty will be most interesting to the reader, then start building your community.

Do be consistent.
Building a community requires attention, measuring and monitoring, with a healthy dose of sincere care.

Social media can be a strong differentiator in a competitive market when the information you share is targeted, relevant and timely. When your goal is to be a resource for the needs of consumers, and you position yourself as their go-to resource, you’re jump-starting the process of building strong relationships that result in profitability.

Terri Murphy is a communication engagement specialist, author, speaker, consultant and master coach with Workman Success Systems. She is the author of five books and radio host for For more information, please visit or email