Mind Your Manners When Posting on Social Media

December 23, 2021
8:00 am

Good social media etiquette is crucial to a real estate agent’s success. Let’s talk about how to communicate clearly and ethically on social media and how to behave in a way that best represents your personal brand.

1. Make sure everyone on your marketing team is on the same page.

If you’re fortunate enough to have a team of people managing your social media, it’s paramount that they work as a team. It’s not good if your blog writers aren’t on the same page as your Twitter handler and if your Twitter handler has a different mindset than your Instagram content creator. Consistency of style, messaging, and imagery is key in social media marketing. It’s also important to be consistent in tone. 

2. Say the right things at the right time.

Comedians call it “reading the room,” while sociologists call it “checking the social temperature.” Basically, it means making sure that what you’re sharing is timely, appropriate, and inoffensive. It’s fine to have strong opinions, but as a professional, you shouldn’t be sharing them publicly. For example, it’s a bad idea to post about religion or politics unless you’ve built your brand around your particular stance.

If what you’re feeling is objectively positive and appropriate, such as believing in the importance of spaying and neutering pets, or donating to charities like the Children’s Miracle Network or the American Cancer Society, feel free to post about that. Uplifting content reflects well on you. If you’re wondering how you’ll know whether something is safe to say, you’ll know. Listen to your gut.

If a client takes the time to praise you on Facebook or Yelp, reply with gratitude in a timely manner.

3. Respond to your reviews.

If a client takes the time to praise you on Facebook or Yelp, reply with gratitude in a timely manner. Likewise, don’t ignore negative reviews; it’ll make you look worse. Take the opportunity to thank the reviewer for expressing the opinion, and then add “but…” and explain what went wrong.  For example:

“Dear StantheMan75,

Thank you for taking the time to express your opinion. I’m sorry we couldn’t accommodate you but we were five minutes from closing and I had an important medical appointment on my schedule. Next time, when you’re running behind schedule, I recommend calling to let us know so that we can reschedule your appointment at a time convenient to both of us. I sincerely hope you will give us the chance to work with you again.

See what a difference that response could make in how you’re perceived by people checking your reviews? Now imagine if you didn’t take the time to respond promptly.

4. Don’t pick fights.

While some brands make a habit of blasting competitors (and even their own fans) on social media, this is not a recommended tactic for a real estate agent.

5. Keep business out of your personal life and vice versa.

As a best practice on social media, have a personal profile and a business page. You can invite your friends and connections to like your business page, but this also allows them to opt out if they choose. This will help ensure that you are speaking to your potential clients, not people all over the country who will not be buying in your market.

Put others first, and you’ll reap the rewards.

6. Think before you post.

Avoid knee-jerk reactions and take a minute before posting or sharing anything. Reread the post before pushing the send button. You might even ask a trusted colleague to read the post to ensure you are taking the proper approach. 

7. Follow others purposefully.

Before clicking the “follow” button, first ask yourself:

  • Is this a brand I want my brand to be associated with?
  • Do I approve of their messaging? Would I share most of what they post?
  • Are they an active, positive presence in the real estate industry?

People judge you not only by what you share and say but also by the brands you associate with. You can’t pick your followers, but you can pick the company you keep on social media.


Ask the creator’s permission before displaying someone’s content. Give them full credit in a prominent place in your post. Retweeting or reposting is fine. However, it’s your responsibility to make sure that person isn’t plagiarizing!

9. Don’t be a pest.

You’ll want to post on social media often enough to establish yourself as an active, engaged real estate agent, but you don’t want to post so frequently that you get on people’s nerves. Facebook has a mute feature so readers can ignore those who are too prolific without having to unfriend them. In other words, even if you have a lot of followers, they might not all be listening to you anymore.

You’ll want to post on social media often enough to establish yourself as an active, engaged real estate agent, but you don’t want to post so frequently that you get on people’s nerves.

10. Rant elsewhere.

Sometimes you just have to vent, but social media is not the place for it. Please remember:  rant off-line to a trusted friend or colleague only. 

11. Be interested, not interesting.

Asking people questions about themselves is a terrific way to make them feel valued and validated. It also cements their image of you as a caring, attentive person. The same is true on social media. Putting in the effort to engage with followers as individuals rather than just advertising your services to anyone who’s listening will make you stand out above your competitors. Yes, it’s essential to establish your brand and express your personality, but it’s not all about you. Put others first, and you’ll reap the rewards.

Engaging with your social media audience on a personal level can set you apart. Want to learn more about effective social media strategies? Download our FREE guide, 25 Tips to Optimize Your Social Media Brand, today and start building meaningful connections!

12. Don’t embellish information.

Posting pictures and information for your real estate listings is an expected part of running a successful social media campaign, but don’t be tempted to embellish. It will leave an ugly mark on your reputation.

13. Proofread your posts.

Eschewing punctuation or neglecting to look up words before using them makes it harder for others to understand and shows a lack of respect for their efforts. It’s also unprofessional.

Following these best practices will help you make the most of your social media presence. A real estate agent who is warm, polite, clear, and helpful is one whom people tend to hire and recommend to others. The way you present yourself on social media will go a long way toward establishing yourself as a top-notch agent.