In today’s digitally connected world, social media has become an indispensable tool for building a personal brand.
With platforms like LinkedIn, Instagram, and Facebook, commercial real estate professionals can reach a wider audience, establish themselves as thought leaders, and create meaningful connections with prospective clients and industry peers.
Here are eight ways that you can leverage social media to enhance your personal brand in commercial real estate.
1. Choose the Right Platforms
Not all social media platforms are created equal, and it’s essential to choose the ones that align with your goals and audience.
For commercial real estate professionals, LinkedIn is a must due to its professional focus and extensive network of industry professionals, while Instagram can showcase property visuals and behind-the-scenes insights (which you can also do on LinkedIn).
Facebook, with its broad user base, can also be effective for local market engagement and community building.
2. Create a Consistent and Professional Profile
Your social media profiles are often the first digital impression potential clients and partners have of you, so be sure that your profiles are complete, up-to-date, and professional.
Use a high-quality headshot and a consistent username (like @cresuccess) across platforms to make it easy for people to find and recognise you.
Craft a compelling bio that highlights your expertise, experience, and what sets you apart in the industry. Include relevant keywords to improve your profile’s visibility in search results.
3. Share Valuable Content
Content is king when it comes to building a personal brand. Share valuable and relevant content that showcases your expertise and keeps your audience engaged.
This can include market updates, industry news, insights on trends, success stories, and tips for clients.
Regularly posting high-quality content establishes you as a thought leader and a go-to resource in your field.
Mix up your content types with articles, videos, infographics, and text-based posts to keep your audience engaged and interested.
4. Engage with Your Audience
Social media is not just about broadcasting; it’s about engaging in conversations. After all, a comment is a piece of content!
Respond to comments, participate in relevant discussions, and engage with other thought leaders ‘and influencers’ content. This not only increases your visibility but also helps build relationships and credibility.
Don’t be afraid to share your opinions and insights. Authentic engagement can differentiate you from others and humanise your brand, making you more relatable and trustworthy.
I do recommend, however, to follow polite dinner party etiquette: avoid inflammatory remarks about politics and religion!
5. Leverage Visual Content
In the visually driven world of social media, leveraging high-quality imagery can significantly enhance your brand.
Use professional photos and videos (where possible) to showcase properties, share market updates, or give behind-the-scenes looks at your work.
Instagram Reels, Facebook Stories, LinkedIn’s native video feature, and YouTube are excellent platforms for visual content.
Consider creating virtual tours, client testimonials, and case studies (or links to them) to provide deeper insights into your work and successes.
6. Network and Build Relationships
Social media offers a unique opportunity to network beyond geographical boundaries.
You can connect with other industry professionals, join relevant groups and forums, and attend virtual events, leading to collaborations, referrals, and new business opportunities.
Being active on social media is also about building a community around your personal brand. Engage with local businesses, participate in community events, and support causes that matter to you.
This can strengthen your local presence and showcase your commitment to the community.
7. Monitor and Adapt Your Strategy
Regularly monitor your social media performance to understand what’s working and what’s not. Use analytics tools provided by social media platforms to track engagement, reach, and other key metrics.
Based on these insights, adapt your strategy to better meet the needs and preferences of your audience – staying flexible and responsive to feedback can help you stay relevant and effective in your social media efforts.
Just be careful to not slavishly chase ‘likes’ to the determinant of quality and your reputation. Sometimes posts just don’t take-off – and that’s ok.
8. Showcase Your Personality
While professionalism is crucial, showcasing your personality can make your brand more relatable and memorable.
Share your journey, personal achievements, and even challenges. Personal posts like this one I shared on LinkedIn recently resonate with people and can set you apart in a crowded market.
Remember, people do business with people they know, like and trust. Let your individuality, lifestyle and personality shine through your content and interactions.
Summing up
Building a personal brand in commercial real estate through social media requires a strategic approach, consistent effort, and authentic engagement.
By choosing the right platforms, sharing valuable content, engaging with your audience, leveraging visual content, networking, monitoring performance, and showcasing your personality, you can create a powerful and influential presence online.
This not only enhances your professional reputation but also opens new opportunities for growth and success.
P.S. Still not sure how to get started? Get some inspiration from the best in the business in North America: check out the CREi List of Top Commercial Real Estate Influencers.
