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Does Your Agency Need a Social Media Plan?

By Ben Shepardson | March 20, 2017

These days, you would be hard pressed to find a person or business that isn't somehow engaged on at least one social media channel. Which may leave you wondering, Does my real estate agency need to jump on the social media bandwagon?

With over 1.6 billion Facebook users and hundreds of millions of users worldwide on Twitter, Pinterest, Instagram, and other platforms, it's no wonder the social media epidemic has opened the floodgates for new marketing and networking opportunities like never before. Can social media do the same for your agency? Ask yourself these questions first:

  • Does my agency already have a social media presence?
  • If not, do I have the time and resources to invest in social media?
  • Is my competition using social media to expand their business?

If you answered yes to any of the above questions, a social media plan for your agency makes sense. Here's how you can draft one:

The Makings of an Effective Social Media Blueprint

There is a lot more to crafting an effective social media strategy than creating a business page and adding a picture. This should not be considered a "set it and forget it" marketing tool. If you don't plan ahead to nurture your social presence and keep your content current, you are better off not embarking on a social media journey at all.

The real estate industry has a lot of opportunities when it comes to drafting a social media blueprint, especially since it's one that mainly relies on visual elements. But regardless of your particular niche and target market, there are a few essentials you will need to draft your social media blueprint:


In today's digital marketing world, content is king. No longer can you simply advertise your services, hoping that those who need what you offer will choose you. Good content helps position you as the go-to expert in your field, reaching out to people who might not need your services yet, but will put your brand at the top of their mind when the time comes.

Digital content can take many forms, like these:

  • Blog articles
  • Infographics
  • Real estate listings and photos
  • Checklists
  • Videos

The takeaway here is to provide something of value to your audience, anything that can spark a thought or conversation. But don't feel like you have to create all of the content yourself. Tools like Feedly can help you collect relevant, shareworthy posts from around the web to distribute on your social media channels.


Truth be told, social media does take some time to properly establish, and also time to maintain. You may not get the results you expect within your first three months, but remember that it takes time to attract followers and see results. Also, keep in mind that old or outdated content may leave a negative impression on your visitors, so you should take care to add new content often.

Advertising Budget

Anyone can set up a Facebook or Twitter account for free, but you might want to consider paid ads to boost your visibility. Each social media platform offers different ways to advertise, along with their own distinct advantages. If you decide to pay for ads, make sure you are advertising only on the same platforms your target audience is using, so you can maximize your budget's impact.

Execution Strategy

Once you set up your pages and develop content, you should plan on how to execute your strategy to achieve your goals. First, figure out what precisely you want to achieve, then let those goals direct your actions.

There are lots of business opportunities for real estate agencies in the social media landscape, but only if you can plan to invest enough time and effort.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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