Katie Lance offers five "don'ts" for real estate professionals who want to use social media to connect with clients.

Katie Lance offers five “don’ts” for real estate professionals who want to use social media to connect with clients.


Marketing is one of the most challenging parts of having a successful real estate business. Great marketing ensures that, even after the peak season ends, your business will weather less-than-stellar sales. Truly, real estate is a cyclical industry, marked by seasonal highs and lows. Not only do you need to be prepared for the lean months financially, but by employing some strategic marketing tactics, you can stay in the forefront of potential clients’ minds.

But how can real estate agents keep the home fires burning on social media? What are some of the best ways to take advantage of your social networks?

Katie Lance is a fantastic business guru, often speaking at conferences focusing on content strategies. She is totally brilliant. If you’re not following her blog, you’re missing out! Lance just posted this great list of the top five “don’ts” for social media marketing when it applies to real estate professionals, and it’s a must-read! I agree with every single one of these suggestions, especially No. 5.

Jump for the complete list!

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katie new

For both consumers and Realtors, Dallas’ market can be challenging if you aren’t using every resource available to maximize exposure. Homes that are marketed well and priced right are flying off the market, but if you or your agent is not taking advantage of networking opportunities, you’re missing out!

But how can tomorrow’s Inman News Agent Reboot help you make 2013 your highest grossing year ever? Find out more about it from Katie Lance of Katie Lance Consulting and Inman Social Media Director Laura Monroe, as well as Inman ambassador and designer Karen Eubank.

Want to score a free ticket? We have five to give away thanks to Karen Eubank of Eubank Staging! The first five people email your full name and daytime phone number to jo@candysdirt.com will win!

CandysDirt.com: Hi ladies, what’s going on this year at Agent Reboot in Dallas? What a difference a year makes. The world is a lot different this year here in Texas real estate, isn’t it?

Katie Lance: Yes for sure! The market is starting to heat up all over the country and Dallas is no exception!

Laura Munroe: We certainly are seeing lots of changes with the low inventory, multiple offers, and this means agents are back to working full time!

Karen Eubank: Wow is it ever different this year. Hot, hot, hot. I’m taking time out for Agent Reboot because I think it’s one of the most important industry events you can attend. I left last year with information that helped me grow my business. I was blown away by the speakers and all I learned.

Laura munroe

CD: We have so little inventory and homes are selling almost before being listed. How does that impact an agent’s social media strategy?

Katie: I think it’s more important than ever for agents to be able to leverage their social networks by really taking the time to build relationships with their clients and potential buyers/sellers. Social media has never been a place to push listings, but it’s a great place to showcase that the market is hot by celebrating happy clients!

Laura: With agents competing for listings, it’s more important than ever to have your brand accessible on social media, as building those relationships over time takes a commitment to be top of mind. Not only that, but an agent’s presence needs to be optimized for mobile devices so that sellers and buyers can find you quickly and efficiently.

Karen: I try to stay social media savvy and my agents know that. I find more and more are asking me about the latest tool and what I’m doing because they are selling homes through social media and they want to know what is up and coming, one of the many reasons to attend Agent Reboot! I see agents constantly posting photos of their properties this year, they were not doing that last year. You have to meet your buyer where they are. Buyers are on Facebook, Twitter, LinkedIn, and Instagram so anyone in the real estate industry needs to be on all of the social media platforms to reach the broadest audience. Social media is the hip pocket strategy!

CD: Karen, does the hot market mean sellers don’t have to stage anymore?

Karen: Not at all. If anything I see MORE staging going on. I’m booking a week to 10 days out and so are all of my fellow stagers in the Real Estate Staging Association. Stagers have never been busier. There was a two week lull when the market got hot then sellers and agents realized … hmmm we can get MORE money if we just take a little bit of time to go ahead and stage. The result is lines down the street on the first day of showing. Staging prepares your home for those crucial professional photographs. Staging and photography go hand in hand. You need both to properly market a home. Remember buyers are looking on iPhones and iPads for homes, they are looking on the run and those photos have to capture them instantly. Then the potential buyer has to get to that house instantly, because they are moving so fast!

CD: Katie, this huge turn-about must have you tweaking your tweets. What are you telling agents now?

Karen Eubank

Katie: I am telling agents that real estate is still a people business and one of the best ways to cultivate and build relationships over the long haul is through social media. Social is just one more communication tool to keep in touch! Social is also a place to put relevant content about the local market and community activities!

CD: Laura, tell us three things agents will take away and take home from this year’s Agent Reboot. (PS: May I suggest you add a cowboy boot to your logo in Texas?)

Laura: This year’s Agent Reboot is about doing things better, not adding to what agents already do in day. From cultivating our social relationships, attracting and managing leads, branding your online and offline marketing to make it all work seamlessly, and knowing what it means to optimize your presence for mobile consumers.

CD: Why do you think our Texas market is s strong and how long will it stay strong?

Laura: Texas has had a amazing job growth as a whole for many reasons, and has been on the forefront of the housing recovery. It wasn’t as hard hit during the recession and the economic factors have continued to attract growth!

CD: So agents are busy, sales are hot, checks are going into their bank accounts, does this mean agents can abandon their Facebook pages and chill on the tweets?

Laura: Being busy doesn’t mean abandoning anything! It means getting you have to be smart about where you are spending your time. Creating and having a social media strategy that fits into your overall marketing strategy is even more important…knowing what works and what doesn’t to fine tune and rock your results!

Katie: No, they can’t abandon their Facebook pages unless they want to appear out of business. It’s important in busy and slower times to be consistent in marketing and staying in touch with clients — and Facebook is no exception.

Karen: Social media is here to stay. It’s the most effective means of communication and the best visibility. Thatis what selling is all about, communication and visibility. It’s a smart part of every marketing package whether you are a Realtor, a stager, a home inspector or a real estate photographer. You have to be easily visible and so does your “product.”

katie new

For both consumers and Realtors, Dallas’ market can be challenging if you aren’t using every resource available to maximize exposure. Homes that are marketed well and priced right are flying off the market, but if you or your agent is not taking advantage of networking opportunities, you’re missing out!

But how can tomorrow’s Inman News Agent Reboot help you make 2013 your highest grossing year ever? Find out more about it from Katie Lance of Katie Lance Consulting and Inman Social Media Director Laura Monroe, as well as Inman ambassador and designer Karen Eubank.

Want to score a free ticket? We have five to give away thanks to Karen Eubank of Eubank Staging! The first five people email your full name and daytime phone number to jo@candysdirt.com will win!

CandysDirt.com: Hi ladies, what’s going on this year at Agent Reboot in Dallas? What a difference a year makes. The world is a lot different this year here in Texas real estate, isn’t it?

Katie Lance: Yes for sure! The market is starting to heat up all over the country and Dallas is no exception!

Laura Munroe: We certainly are seeing lots of changes with the low inventory, multiple offers, and this means agents are back to working full time!

Karen Eubank: Wow is it ever different this year. Hot, hot, hot. I’m taking time out for Agent Reboot because I think it’s one of the most important industry events you can attend. I left last year with information that helped me grow my business. I was blown away by the speakers and all I learned.

Laura munroe

CD: We have so little inventory and homes are selling almost before being listed. How does that impact an agent’s social media strategy?

Katie: I think it’s more important than ever for agents to be able to leverage their social networks by really taking the time to build relationships with their clients and potential buyers/sellers. Social media has never been a place to push listings, but it’s a great place to showcase that the market is hot by celebrating happy clients!

Laura: With agents competing for listings, it’s more important than ever to have your brand accessible on social media, as building those relationships over time takes a commitment to be top of mind. Not only that, but an agent’s presence needs to be optimized for mobile devices so that sellers and buyers can find you quickly and efficiently.

Karen: I try to stay social media savvy and my agents know that. I find more and more are asking me about the latest tool and what I’m doing because they are selling homes through social media and they want to know what is up and coming, one of the many reasons to attend Agent Reboot! I see agents constantly posting photos of their properties this year, they were not doing that last year. You have to meet your buyer where they are. Buyers are on Facebook, Twitter, LinkedIn, and Instagram so anyone in the real estate industry needs to be on all of the social media platforms to reach the broadest audience. Social media is the hip pocket strategy!

CD: Karen, does the hot market mean sellers don’t have to stage anymore?

Karen: Not at all. If anything I see MORE staging going on. I’m booking a week to 10 days out and so are all of my fellow stagers in the Real Estate Staging Association. Stagers have never been busier. There was a two week lull when the market got hot then sellers and agents realized … hmmm we can get MORE money if we just take a little bit of time to go ahead and stage. The result is lines down the street on the first day of showing. Staging prepares your home for those crucial professional photographs. Staging and photography go hand in hand. You need both to properly market a home. Remember buyers are looking on iPhones and iPads for homes, they are looking on the run and those photos have to capture them instantly. Then the potential buyer has to get to that house instantly, because they are moving so fast!

CD: Katie, this huge turn-about must have you tweaking your tweets. What are you telling agents now?

Karen Eubank

Katie: I am telling agents that real estate is still a people business and one of the best ways to cultivate and build relationships over the long haul is through social media. Social is just one more communication tool to keep in touch! Social is also a place to put relevant content about the local market and community activities!

CD: Laura, tell us three things agents will take away and take home from this year’s Agent Reboot. (PS: May I suggest you add a cowboy boot to your logo in Texas?)

Laura: This year’s Agent Reboot is about doing things better, not adding to what agents already do in day. From cultivating our social relationships, attracting and managing leads, branding your online and offline marketing to make it all work seamlessly, and knowing what it means to optimize your presence for mobile consumers.

CD: Why do you think our Texas market is s strong and how long will it stay strong?

Laura: Texas has had a amazing job growth as a whole for many reasons, and has been on the forefront of the housing recovery. It wasn’t as hard hit during the recession and the economic factors have continued to attract growth!

CD: So agents are busy, sales are hot, checks are going into their bank accounts, does this mean agents can abandon their Facebook pages and chill on the tweets?

Laura: Being busy doesn’t mean abandoning anything! It means getting you have to be smart about where you are spending your time. Creating and having a social media strategy that fits into your overall marketing strategy is even more important…knowing what works and what doesn’t to fine tune and rock your results!

Katie: No, they can’t abandon their Facebook pages unless they want to appear out of business. It’s important in busy and slower times to be consistent in marketing and staying in touch with clients — and Facebook is no exception.

Karen: Social media is here to stay. It’s the most effective means of communication and the best visibility. Thatis what selling is all about, communication and visibility. It’s a smart part of every marketing package whether you are a Realtor, a stager, a home inspector or a real estate photographer. You have to be easily visible and so does your “product.”