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Today’s read time: 5 minutes, 34 seconds.

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SOCIAL MEDIA

Stop the scroll: Agents need a smarter social media strategy

When it comes to social media, you can’t just casually toss a post online and hope it’ll go viral; it actually demands a real strategy if you want to stand out.

Industry pros Steve Carroll, CEO of Digital Live, and Melanie Hoole of Hoole Marketing agree that you need to bring authenticity, a sharp content plan, and a commitment to reach your dream clients.

“Consumers are looking for an authentic read,” said Steve, and for agents, that means showing up as the real deal. The agents who take this to heart get better engagement, build trust, and carve out their own spot in a packed digital landscape.

Essentially, you can’t afford to dismiss the digital future of real estate, with over half of agents in the US reportedly using it for lead generation and 63% leveraging it to promote listings, according to the National Association of Realtors (NAR).

And here’s something to ponder: Australia ranks 10th worldwide for social media consumption in 2024.

Make your content work harder

When it comes to social media, Melanie warns that agents need more than just a post here and there—they need to create content that does the heavy lifting. “If you only post listed and sold properties, you’re only interesting to 5 percent of your community,” she explains.

To truly engage, Melanie recommends broadening your posts to include local market trends, community insights, and lifestyle content. This approach lets you become a go-to resource for your audience, building familiarity and interest well beyond your next sale.

Beyond sharing news

Both experts agree that a strategic content approach is crucial, with Steve suggesting that agents become "translators" rather than mere "distributors" of information.

“A distributor might tell their social followers that there’s a new government in Queensland; a translator tells a story about what this change means for first-home buyers, investors, and downsizers within their audience.” he said.

Melanie adds that focusing solely on listing properties isn’t effective in the long term. “If you only post listed and sold properties, you’re only interesting to 5 per cent of your community.”

Paid advertising for real impact

A sporadic posting schedule and reliance on organic reach won’t cut it in today’s competitive landscape. “Organic posts stopped working in 2012,” Melanie points out, explaining that real estate agents must treat social media as a "paid medium."

She highlights the importance of consistent content that reaches the right audience through targeted ads.

ICYMI, yesterday we covered some tips on how to consistently boost client engagement

TOGETHER WITH HARCOURTS

Harcourts has appointed Aaron Davis as the new Head of Auctions Australia, bringing with him a wealth of experience from over 10,000 auctions and a successful career in New Zealand, where he pioneered innovative marketing strategies and won the REINZ National Auctioneering Championship.

Mr Davis, a second-generation Harcourts team member, aims to enhance Harcourts’ auction operations through collaboration and integrity-based practices, emphasising that success isn’t just about auction volume but also about teamwork with agents, auctioneers, and property owners.

Known for his down-to-earth approach and commitment to supporting agents, he looks forward to sharing his insights with the Australian team.

Read more about the Harcourts announcement here

SMART SNIPPETS

Labor focuses on housing supply shelving negative gearing changes
A new poll shows limited public support for restricting negative gearing, with voters instead favouring policies that increase housing supply and aid first-home buyers. Treasurer Jim Chalmers confirmed Labor’s priority remains boosting housing stock, not adjusting tax benefits for property investors.

Rental market shows signs of relief
The rental market is finally showing signs of easing, with price growth slowing to its lowest rate since September 2021. While the national median rent rose to $610 per week, new rental listings are up 8.6% year-on-year. Despite improvements, the market remains tight with a vacancy rate of just 1.3%, keeping pressure on renters nationwide.

Buyer interest climbs as Kiwis swap ‘forever homes’ for flexibility
Buyer activity in New Zealand’s property market has spiked by over 25% following a recent OCR drop. Meanwhile, data also shows Kiwis are holding onto homes for just five and a half years on average, down from the previous "seven-year itch" trend. This shift suggests a move away from the "forever home" ideal.

SOUND WAVES

Will AI take over and change leadership as we know it?

Could robots become our future managers, handling the day-to-day grind while giving pep talks? In today’s curated listen, we question why leadership is seen as an exclusively human trait.

Dive straight into the listen below or the deeper dive here.

Read the article from Sage Journals here 

AGENTS ON SOCIAL

As a real estate videographer, you’re setting up for the perfect shot when you discover a hidden door. Then another. And another. Soon, it’s an accidental game of hide-and-seek as you explore every secret passage like you’re on a quest for treasure. So, what would you stash in those little fairy cupboards? 🚪🧚🏻

@real.estate.agents

What would you keep in your potty stash? #hiddendoor #oldhomes #realestate #weird #poopinwhiskey

Seen an Agent On Social we should include? Let us know here (email link)

Wishing you a productive day

Elite Agent is crewed by Mark Edwards, Catherine Nikas-Boulos, Rowan Crosby, Giverny Pringle, Charmagne Arrubio and Samantha McLean. We aim to uplift the real estate industry by delivering forward-thinking, hype-free news and education that fosters knowledge and fuels ambition.

If you see a * beside a story, it’s a sponsored post, including the 'Together With' section. To enquire about advertising with us, visit eliteagent.com/advertise.

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