Consumers prefer digital interaction over telephones, and despite policy changes, fair housing laws remain important, and LinkedIn’s video expansion is changing the way experts connect online. Jessi Healey breaks down what real estate agents need to know.
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With weekly trending, digital marketer Jessi Healey is divided into what is bustling on social media and why it’s important for real estate professionals. From virus trends to platform changes, she breaks it all down and knows what’s worth your time and isn’t.
Social media isn’t just about what’s going on online. Often it’s about what’s going on offline and what’s going on online.
With a lot of news, especially the federal government, it’s not surprising that these topics have been the most talked about on social media these days. If the topic is very sensitive to many people, like tariffs and DEI, it can be difficult for experts to roam around trending topics.
But when you touch on topics that are clearly very important to your audience, you and your brand are not only relevant, but you also care about what is going on in their lives. It’s always great to know someone cares no matter who you are or what’s going on.
The latest trends show compassion and empathy for their audiences, indicating that it is a good time to meet where they are.
Skip calls: Optimizing digital communications
Google’s “Ask Me” feature highlights the growing trend. Consumers prefer digital interactions over telephones. Whether they view or collect property details, buyers and sellers expect to be able to access information online without picking up a phone call.
Real estate agents can improve their online presence by completing list details, implementing user-friendly contact forms and setting up automated email workflows. A streamlined digital approach can reduce customer journey friction and improve lead conversion.
Fair housing remains essential
A recent executive order from President Trump is dismantling the DEI initiative, and considering there has already been some erosion, it worries me for fair housing. Compliance with fair housing regulations remains important to maintain ethical and legal business practices and is regulated by many authorities in addition to the federal government.
It’s time for agents and brokerages to review their training programs and marketing strategies to promote inclusion and avoid potential legal risks. This is especially true with regard to marketing properties in social media and property descriptions. Christy Murdock from Inman has helpful tips to ensure that the description is comprehensive. Check out her 15 ways to make the property description more comprehensive.
As political division continues to heat up, it is also important to ensure that political bias does not sneak into business practices. Continuing to comply with ethical regulations increases client trust and strengthens professional integrity. Many social media platforms have specific guidelines when it comes to fair housing and real estate like Meta.
Cost rise: What it means for home buyers
With the debate on tariffs intensifying and economic uncertainty looming, many endure increased costs for home construction and everyday costs. First-time home buyers may feel the impact of this most.
Agents can help by steering clients to available financial aid programs, first-time buyers’ grants, and mortgage options that reduce the burden. Encouraging thoughtful financial planning also helps buyers navigate these economic changes. Don’t be afraid to be creative. Instead of advising clients to plan their meals to save on groceries, show them how they plan their meals and a simple meal plan from another content creator.
Should brokerages encourage employee-generated content?
More companies are recognising the power of employee-generated content (EGC) in their social media strategies. Working employees can be part of the best brand advocates by providing authentic insights and experiences that resonate with their audience.
The key strategies for integrating EGC are:
We encourage team members interested in creating content to promote voluntary participation with specific incentives and clear guidelines.
Brokerages can leverage this strategy by allowing agents and staff to share behind the scenes content, success stories and market insights, leading to the presence of more relevant and engaging brands. Have you considered using EGC?
LinkedIn expands video functionality
LinkedIn has deployed a new video tool aimed at increasing creator engagement, including:
Full-screen video mode for a more immersive experience Improve the discoverability of search results, and create a profile preview of the video player by surfaces related videos based on user queries, allowing viewers to use the creators to Let us explore more content
With video views increasing by 36% over the past year, real estate professionals should consider integrating LinkedIn videos into their marketing strategies, especially if the market and viewers include real estate developers. There is. Fast market updates, listing tours, and sharing industry insights will allow you to place your agents as thought leaders in your field.
Tapestry: A new way to streamline your content
The new app, Tapestry, is making waves by providing a unified space for consuming blogs, social media and podcasts in a single chronological timeline. For busy real estate professionals juggling multiple content sources, this tool can simplify staying up to date based on information about market trends and competitor activities .
Always be smart if your app or platform is new. It’s difficult to predict which will be the next big, and as social media users become increasingly unhappy with the current platform, many viewers are looking for new options. Early adoption is a great way to connect with your audience like a real thing before it gets too loud.
Instagram Update: Pauses reels and content rank insights
Instagram is testing its much-anticipated features. This function allows you to pause the reel. This simple update will improve the user experience and make it easier for viewers to absorb content at their own pace. You can also pause viewers and screenshot information such as tips and property details. I hope it will soon become a permanent feature.
Meanwhile, Instagram’s algorithms continue to prioritize engagement. Real estate professionals should focus on creating content that will encourage immediate interactions, such as eye-catching property images, engaging videos, and interactive polls.
Takeout for real estate professionals
Make communications seamless: Provides detailed online information and automated follow-up to reduce the need for calls. Continue to Fair Housing Act: Regardless of changes in the political environment, ethical business practices remain a priority. Help buyers navigate rising costs: Share tips on financial planning and first-time home buyer assistance programs. Use employee-generated content: Encourage agents and staff to deliver authentic social content. Leverage LinkedIn’s video push: Use the platform’s expanded video tools to showcase your expertise and attract audiences. Adapt to Instagram ranking factors: Create content that promotes likes and engagement for increased visibility.
Real estate agents benefit when they are ahead of the curve on social media. It’s often important to find success in digital marketing. Some updates and trends may seem insignificant, but they may be the key to finding your next client.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, threads, or on Blueski.
