If social media marketing seems overwhelming, you're not alone. According to a Hootsuite survey, only 47 percent of agents feel confident in their social media ability. Many agents, both new and experienced, don't know how to make more of an impact online.

However, social media is increasingly becoming the vehicle to use to connect with clients. In the United States, the number of users on social media only continues to grow, clocking in at 308 million in 2023, with projected growth of up to 331 million in 2028, according to Statista.

That's great news! With just a few tips, you can be sharing content, seeing engagement, and watching your real estate business grow, all thanks to social media marketing.

1. Think about what makes you different and make that your brand.
The first step to determining your brand identity is to narrow down your area of expertise. Do you enjoy working with first-time buyers? Do you like helping buyers find the perfect vacation home? Or do you prefer helping people move into a home after retirement that will fit their new lifestyle?

Once you've answered those questions, you should make sure your social media reflects your core competency. That goes for your Facebook banners, posts on Instagram, or videos on TikTok. Also, make sure each piece of content is recognizable by using familiar colors, fonts, backgrounds, etc. Curating a certain look will make your content stand out as time goes on.

2. Work smarter, not harder.
Overwhelmed by the thought of sharing social posts across different platforms? Automation to the rescue. With Social Connector within the DeltaNET?, you can connect to your Facebook page, LinkedIn account, as well as X (formerly Twitter).

Once you do, sharing content automatically is as easy as specifying which posts you'd like shared to each platform. Whether it's a "coming soon" post or one highlighting a price reduction, these automated posts will free up your time for more creative endeavors, including the video shorts mentioned above or perhaps a walkthrough video of a featured property for sale.

Automated social connector posts are also perfect for sharing a weekly company blog post providing information about things to do in your area, as well as helpful general real estate topics for owners, buyers, and sellers.

3. Use high-quality video and graphics.
If you can, try to use photographs from your area rather than stock imagery. Consider adding your logo to graphics, even if you use an image from a site like iStock. Doing so will only enhance your branding efforts mentioned in the first tip.

To create high-quality graphics for various platforms, you can take advantage of free offerings from graphic design platforms such as Canva or PicMonkey, which allow you to easily generate an Instagram Reel or Facebook post, each appropriately sized.

Delta Create is even easier to use to produce marketing materials, including social media graphics. Choose a template from a variety of options, make it yours to reflect your brand, and share the resulting graphic to your social channels.

Video should also feature prominently in your social media feeds, as it tends to grab users' attention more readily. According to Motley Fool, videos on Facebook receive 135 percent more organic engagement than photos.

4. Participate in current trends.
Staying up to date on the latest trends does require time spent on Facebook, Instagram, or TikTok. And time may not be something you have a lot of.?

Don't get overwhelmed by trying to stay up on the trends of every single social media platform. If you naturally gravitate to Instagram, build your brand there first. If a particular song is being used in Reels, give it a try yourself. The nice thing about video shorts is that they can be repurposed for use on other platforms, such as Facebook and TikTok.

Everyone has a story to tell, and that's especially true on social media. Stories on Facebook and Instagram allow you to highlight things like a listing of the week, tips for buyers and sellers, and small business spotlights from around your community. Stories are the perfect way to reach someone new and potentially add a new follower — and client.??

5. Engage one-on-one with your audience.
An easy way to encourage people to comment is to simply ask. Instead of just sharing a link to an interesting real estate-related article, pose a question related to it. For example, if you share a link to an article on a unique home for sale, ask your followers if they would ever consider living in a similar home and why or why not.?

Another option for connecting with potential clients is to share content on local businesses and events. If you frequent a local coffee shop, ask the owner if you can shoot some video for a quick Instagram Reel. If your town decorates for the holidays, take some photos and share them on your Facebook feed.

Sharing this type of content is a surefire way to not only gain exposure for your brand but also build up your local community and the small businesses your potential clients frequent every day.?

6. Be consistent with your content.
Standing out on social media comes down to one thing: consistency. Posting infrequently, without taking advantage of automated tools, won't make much of an impact and surely won't make you stand out.

Instead, take the time now to create a social media calendar listing all the various types of content you'd like to post. Automated posts about new listings, open houses, and sold homes will keep your feed relevant, and you can fill in with a unique post a few days a week.

For example, Mondays could include sharing a company blog post, Wednesdays could be for sharing a link to an interesting real estate topic on an external site, and Fridays could be reserved for video shorts on local businesses. Don't overthink things; give each type of post a chance and see which provides you the most engagement.

One more thing! Don't overlook chances to reply personally to any comments you receive. Set up alerts on your phone so you don't miss them.

Standing out on social media requires some effort, but you can also use automation to your advantage. By using quality graphics, sticking to a consistent posting schedule, and staying up to date on trends, you're sure to build a following over time. And that following can have a major impact on your business. Get posting!