A Good Mix of Content Yields the Greatest Social Media ROI

Social media is too easy to make big mistakes—yet more than half of REALTORS® polled in a recent Realtors Property Resource® (RPR®) study said they aren’t getting the expected ROI on their social media investments.

Where, why and how? Actually, the answer is simple. For REALTORS®, the biggest social media mistake is relying too much on listings. In fact, more than 70 percent of agents polled in the same study cited listings as their most common form of Facebook posts. Not a good idea, says Reggie Nicolay, vice president of Marketing at RPR, a property-centric data and reporting app offered through the National Association of REALTORS® (NAR).

“The most effective social media campaigns shoot for awareness-building, not simply selling,” Nicolay says, who in the span of a few weeks garnered 3,200 early adopters to his new RPR Connect group on Facebook.

“Sharing individual listings on an as-needed basis is not a sustainable strategy when it comes to building awareness of an agent’s services,” says Nicolay. “Listings do not inform…