A content calendar is a tool to help you map out your future content. Typically, content is posted to social media channels but can also be part of a greater campaign which spans multiple channels. In these cases, you may want to schedule content to go out in emails, printed materials, videos, blog posts, etc. For this guide, we’ll be focusing on a content calendar specifically for social media.
Social media experts use content calendars to schedule posts, handle campaigns, and assess ongoing strategies. In our last post, we provided you with a list of tools you can use to organize, schedule, and analyze the success of each post – but what about the actual content you’ll be posting? A content calendar helps you plan out the exact text, images or video you’ll be using. Think of the calendar as both a micro and macro look at what your posts will say and what they will achieve.
Luckily, there is no shortage of interesting content that you can post as a real estate agent. When you’re first starting out, we recommend aiming for 2 posts a week, or about 8 posts a month. It’s better to start out small and post regularly, rather than post a bunch of times and then have a long gap before you post again. Remember, consistency is key if you’re going to stay fresh in potential customers’ minds.
In Part 3, we mentioned several tools that can help you schedule during the most engaging times and days. In general, posting on Mondays and Wednesdays first thing in the morning is good for engagement scores; people tend to wake up and start their day by browsing social media. Weekends perform the least well, likely because people are out and about and off their phones. Keep an eye on your posts’ engagement and feel free to tweak your schedule as needed.
Introduction: introduce yourself to any new followers and provide information about yourself: your education, experience, and fun personal facts, such as where you grew up, any hobbies you have, and a little about your family. Obviously, this isn’t a post that you’re going to be able to repeat often, but it’s an important step in getting your followers to know you better. Plan on doing these high-effort types of posts around once a month.
Other examples of high-effort posts that you won’t want to feature super often are “Day in the Life” posts (photos or video of what you typically do during an average day as a realtor) or Partner/Brokerage Spotlights (where you introduce your co-listing agent or your brokerage). These are examples of great content, but they require a lot of time, planning, and effort. It’s more important to post consistently, even if that means posting lighter, easier topics. If you need some additional inspiration, check out the ideas included at the end of this post!
New listing: share photos and video of your newest active listing.
What I love about ___: show off your knowledge as a local agent by choosing one of the cities or neighborhoods you represent and detailing what you love most about the area.
Just sold: share information about a recent listing you sold. Make sure to include important statistics such as days on market, percent sold over asking, etc.
Before-and-after photos of a home makeover: Show before photos of a home before staging or a renovation, then show after photos of the same rooms and preferably from the same angles.
Market update: Provide a look at how the market is performing, along with your thoughts on what this means for buyers and sellers. Potential clients will want to see that you have a finger on the pulse on the changing market.
Home tips (for example, how to maintain your home or increase your home’s value): you can share tips on how to keep a home looking and operating at its best (don’t forget to change air filters, check dryer vents, or get your HVAC checked before summer hits). Or, tell followers how they can maximize their home’s value by installing a brand new front door, adding landscaping to the front yard, or giving the home’s exterior a fresh coat of paint.
Testimonials: you can try to convince potential clients all day long that you’re the right real estate agent, but it’s best for them to hear it directly from past clients. Ask clients if they’ll write a review on Google or Yelp, and whether you can share their comments on your website and social media platforms.
If you still need some inspiration, here are some other post ideas you can utilize:
- Video walkthroughs of houses
- Interesting listings or house features
- Behind-the-scenes of an open house, inspection, etc
- Mistakes to avoid as a buyer and/or seller
- Neighborhood facts or history
- Interior design inspiration
- Upcoming open houses
- Community involvement such as volunteering
- Holiday posts
- Trending challenges on Instagram or Tiktok