Social media is among the most powerful tools for the modern real estate agent. It's no exaggeration to say that of all the professionals active on social media today, real estate agents are the ones most likely to transform a social following into real business value. That's why Homesale Realty equips every team member with the skills to succeed in the social world.

Some of the most successful agents and brokers in America today get the majority of their leads from social media. To do so, they need to understand the ins and outs of how it works—and avoid pitfalls along the way. Building your reputation is worth it, but a misstep can sabotage your hard work.

Let's review some of the biggest things not to do on social media:

• Don't Waste Your Time Where Your Clients Aren't
  A crucial thing to remember is that not all social media networks are created equal. Each has its own role, and you should verify that the audience you want is active on your chosen platform. For a new agent, Instagram is a terrific place to start because people browse aspirational real estate there.
  
  
• Don't Weigh in on Controversial Subjects or News
  To make your social media presence compelling, it should be fully branded and tied into your business. With that in mind, there's no need to talk politics or religion. You risk alienating future clients and potentially fueling a backlash when you do. Limiting your clientele in that way can cost you.
  
  
• Don't Spend All Your Time Promoting Your Business
  Long before someone sits down across the table from you, they'll "meet" you through your website and social media. Each time you add value, you are depositing some trust. Each time you promote yourself, you're making a withdrawal. Focus on useful content and insights: These speak for themselves!
  
  
• Don't Hesitate to Promote Your Listings
  Many, if not most, of your social media followers are more interested in your listings than your personal story. Sharing listings will rarely get on followers' nerves since that's what they want. Share and discuss listings as soon as they go live and whenever there's a major change in status.
  
  
• Don't Get into Fights
  It's rarer in real estate than some other industries, but past clients or others may come to you to re-litigate complaints about their experience with you. Always stay calm and respond professionally and courteously—others are watching! Try to redirect the conversation to a call or email.
  
  
• Don't Forget to Proofread
  Let's face it: The average person isn't a world championship speller or grammarian, so they aren't likely to look down their nose at the occasional typo. But your social media represents your business and includes attention to detail. Run every post through spellcheck and consider reading it out loud first.
  
  
• Don't Post in Haste
  When you rush to post, that's a signal you probably need to slow down. That's especially true if you're responding to something that makes you angry or upset. As a business account, you don't need to follow everybody back. Curate your feed so you won't be exposed to annoying distractions.
  
  
• Don't Post in the Middle of the Night
  Nobody will mind if you do this, but that's precisely the point: No one's likely to see a post you put up at 3 a.m. local time. Lots of social media software lets you schedule a post in advance for optimal timing.

Contact BHHS Homesale Realty to learn more or join our team.