A Commercial Real Estate Professional’s Guide to Social Media Marketing. Part 3: Managing the Workflow



By Sarah Malcolm, COO of The Content Funnel

Our commercial real estate guide to social media marketing is a four-part series designed to help real estate agents and brokers launch their social media efforts on the right foot. The right social media strategies push traffic to your website, build brand recognition, offer ways to interact with customers, and generate more leads.

By now in our series, you’ve chosen your primary social platforms, pinpointed content relevant to your audience, and selected the content types. The foundations and framework are finished. Now let’s install the utilities to make this machine tick: a social media management strategy.

Social media marketing efforts wither and die when the workflow overwhelms the team or individuals. Even with a marketing plan and an excited team ready to jump onboard, that doesn’t mean you’ll get results. Everyone benefits from understanding the goals and how to manage the social strategy.

Dedicate time to content generation

Creating original content and curating others’ quality content requires our most precious asset: time. All content requires time to generate. Make sure your expectations are realistic. If you're planning an hour-long podcast every single week, can your current schedule handle the time required? It’s not just the hour for the podcast. Add time for planning the discussion, editing the podcast, publishing, and promoting.

Planning to blog original content? Have a content calendar, schedule writing and editing time, and stick to the deadlines. Creating prerecorded videos? Make time for filming and editing. The same with podcasts: schedule time blocks to plan the material, record, and edit.

For content curation, dedicate time to scanning news feeds and reading articles from industry leaders. Reading industry-leading content is a best practice to keep your skills and trend knowledge sharp.

RSS feeds, like the News Funnel, help auto-curate content based on programmed settings. Some feed readers generate daily e-newsletters with curated top content. Scan the email in the mornings over coffee and read the articles that interest you.

Create a social strategy

Set yourself up for success with a concrete social marketing strategy. Start with goals for your social media marketing. What would you like to accomplish in the first three months, the first six months, the first year? Write specific and measurable goals with deadlines.

Example goals:

  • Drive 10% more traffic to our website using social media promotion on Facebook and Twitter by the end of year.

  • Use Instagram Stories to increase social media engagement by 5% over three months.

  • Capture 50 qualified leads using all social media in the next four months.

  • By posting content 2/day and boosting with paid advertising on Twitter, reach 1,000 new people by the end of the month.

Your goals inform the strategies your real estate team will do to achieve those goals. Example:

1- If your real estate team goal is about building brand authority, a strategy is to have the brokerage post original content on LinkedIn once a week.

2- The goal is to build awareness. One strategy is to engage on Twitter twice a week with two real estate agent influencers. Another is to join a Twitter chat or a Facebook group.

Clearly define the social actions and, if you’re a real estate team or brokerage, who will be responsible for each tactic.

Be careful about how you measure your success. Often new social media marketers fall into the “quantity of followers” trap. In the real estate world, we know the value of referrals in generating business. One person raving about your services to three new potential clients is worth more than twenty fake social contacts. Quality trumps quantity, always.

Stay accountable. Document your social strategy and its goals. Schedule time to revisit at set intervals, conduct a social media audit, and make adjustments as necessary. Learning what works with your target audience refines your actions. Why waste time on strategies that don’t work?

Follow a Content Calendar

Create a content calendar to coincide with your social media strategy. This customizable document tracks what content is posted and the frequency. Calendars help busy real estate agents and brokerages plan content weeks in advance. Using Google Drive’s spreadsheets is helpful for collaborating teams. Check out these specific tips on using effective editorial calendars for your social content.

Another option is to use a content scheduler, a service that syncs with different social media networks to push content from one location. Some content schedulers help with the content curation process but beware the “set-it-and-forget-it” trap. Real estate agents risk never engaging with the audience, thinking their scheduler and auto-responder is taking care of it. Automated content schedulers still need human oversight. Adding your commentary to curated content proves a real human runs the account and maintains the brand voice.

Handling Your Social Media Workflow

A content calendar is a must-have for managing social media workflow, but that calendar depends upon a solid social media strategy. The Content Funnel team helps real estate agents and brokers start or refine their current social media strategies and content.  

Every real estate agent and brokerage approaches social media strategies and calendars differently, as they should! No two companies use the same social networks, share the same branding, or publish content with the same voice. Customize your social media workflow in a way that makes sense for you and your team. Start setting up your calendars and prepare to get social.

PART 1: A Guide to Social Platforms

PART 2: A Guide to Planning Content

PART 4: A Guide to Growing Social Influence - Coming soon!

Need help with your social media strategy?

Contact Amanda@thecontentfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.

Don't be shy, let's connect:


Twitter: @mrssarahmalcolm