This piece is written by Katherine Tattersfield, Content Marketing Specialist at Gibson International. She uses copywriting, graphic design, photography, and social networking skills to bring the Gibson International brand to the top.


Are you posting the same thing, the same way, on every social network?

Of course, you want to share some of the same content on all your social media accounts, such as your new listings and blog posts. There’s nothing wrong with sharing the same blog article across platforms - as long as you remember your audience.

At the same time, you want to make sure you mix it up with different content for each network. 

Otherwise, what’s the point of following each of your social profiles? Don’t give your followers fatigue with repetitive stuff. Instead, maximize engagement by customizing your message for each platform.  


Why do I need to customize for social media sites?

You see, each social media site is a kind of micro-community with its own vibe, rules, and sense of etiquette. 

Try thinking of each network as a friend in your social circle. 

You can probably separate your friends into groups (i.e. old friends, co-workers, professional acquaintances, etc.). You may tell everyone in these groups the same exact story about your weekend trip to Las Vegas, yet you’d do so in a way that suits expectations and your relationships to these people. 

For example, you would definitely tell your high school buddies everything about your Vegas trip. You might share some details about your weekend getaway with co-workers without revealing too much. A professional acquaintance, on the other hand, you would probably just say that you went on a trip and leave it at that. 

Now let’s put this discussion in the context of social media. 

Pretend every social network fits into one of your categories of friends and post accordingly. 

Everything from the subjects you introduce for conversation to the language and tone you use should be geared towards users of individual networks. Personalize your message as much as you can to make it relatable to the person you’re trying to reach. 

In order to do this, you need to put yourself in the typical social media users’ shoes. 

Ask yourself, what kind of content do people expect to see on Facebook vs. LinkedIn? Chances are a funny real estate meme will get a positive response on Facebook. 

On LinkedIn? Not so much. 

That’s because Facebook users generally expect to see lighthearted, snackable posts in their newsfeeds, whereas LinkedIn brings expectations of higher brow, business-oriented material. 

Breaking the norm on LinkedIn could get you traction as a novelty, but straying away from professional could also tarnish your reputation on the site. Likewise, posting content that’s too dry for Facebook could put off your fans and make them think of your page as boring.

Not sure what people want on a specific site? 

Take a step back, and simply observe. 

Study users’ posts to get a feel for what’s considered appropriate behavior on a given network. Once you feel comfortable, jump in and start chatting. There’s no rule that you have to share things right away; just concentrate on making friends and learning.

What content works best on each social network

All right, now you know the importance of tailoring content to each network. But you’re still likely wondering what kind of content works best on the top social media sites.

There’s no one size fits all answer to this question, especially when it comes to real estate marketing. 

Your social communities are mostly made up of local people who live in the neighborhoods you service. As an area expert, you already have a pretty good idea of what these people are interested in as far as lifestyle is concerned. 

While you’re in that empathetic mindset, let’s brainstorm ideas for posts on Facebook, Twitter, LinkedIn, Pinterest, and Instagram. 

What to post on Facebook

Remember when we said that social networks are like your friends? 

Facebook is a relatively informal place with users in almost every age group. Think of it as a gathering of long-time friends and family. (The family part is important because it reminds you to keep things personal, yet maintain a level of decorum.)

What to share: 

  • High-quality photos of your favorite local businesses.
  • Articles about new restaurants, local events, community contests, neighbourhood schools.
  • Video case studies from your clients.
  • Housing trends in your community.
  • Issuu digital magazine for first-time buyers.
  • Play local trivia games.

What to post on Twitter

Facebook may be the best place to see everyone you know, but Twitter is a place to make new connections of an influential nature. 

I like to think of Twitter as a giant couch at a block party filled with everyone you want to know. 

Since you’re in a crowd, you can only get in a few words edgewise. So make sure those words pack a big punch, and don’t be afraid to repeat your important tweets. It’s easy for your followers to miss a tweet because of the fast nature of the platform, so tweeting your blog post twice at a different time of day may expose your content to a new audience. 

Just make sure you change up your intro text to keep it fresh! 

What to share:

  • Photo sets of your listings (3-4 images is ideal).
  • Content from influential people in your community.
  • Throwback Thursday pictures of well-known landmarks, homes, etc.
  • Real estate humor or Friday Funny.
  • Articles about new restaurants for Foodie Friday.
  • RT and interact with users’ posts during local events.

What to post on LinkedIn

LinkedIn is often compared to the office watercooler in terms of interaction. 

This may be a bit confusing if you’re a solo agent or work in a small brokerage. The point is that LinkedIn conversations lean towards the formal side; think of the site as a kind of black tie social media gathering. Most of your connections are likely from business relationships (i.e. clients, fellow agents, sales managers, etc.). So stick to content that appeals to their professional interests and join relevant groups to expand your influence. 

What to share:

  • Financial/investment news and tips.
  • Housing market trends, updates, etc.
  • Construction projects in the community.
  • Local employment opportunities.
  • Helpful information on neighbourhood schools.
  • Marketing ideas and insights in real estate groups.

What to post on Pinterest

Ok, here’s the deal with Pinterest. 

In my opinion, it’s about the least social of all the networks. 

I mean the platform itself is really a place to indulge your personal passions, so Pinterest feels more self-involved from the get-go. I’ve found that it’s fairly easy to get repins, yet pretty tough to build solid relationships through conversations. (Though some agents are able to generate tons of leads through it.)

That said, Pinterest is loaded with DIY homeowners who adore cute crafts and interior design---a real estate agent’s dream! Keep in mind that the majority of Pinterest users are women according to the latest studies. 

Guys, you might want to enlist advice from the special ladies in your lives.

What to share:

  • Seasonal crafts, recipes, and decorating ideas.
  • Gardening tips and plant information.
  • Interior design inspiration.
  • High-quality photos of local landmarks.
  • Exotic and nearby travel destinations.
  • Real estate and homeowner infographics.

What to post on Instagram

The Instagram community skews on the younger side (i.e. 35 and under). 

As a result, you’ll see the least formal language here along with slang and texting lingo such as IKR (I Know, Right?) and WYA (Where You At?). 

The relaxed tone means you can let you hair down, so to speak, as you would when talking to your close friends. Still, you’re not on Instagram purely for personal reasons. You don’t want to be seen as unprofessional, so avoid posts that could be seen as offensive or otherwise inappropriate. Use your Instagram presence as a way to connect with people based on common interests and lifestyle.

What to share:

  • Your top bars and restaurants.
  • Cool architecture, interior design, or home features you see at open houses.
  • Your happy clients in their new homes.
  • Your favorite hiking trails, gym, hobbies, etc.
  • You networking at local events, such as concerts, festivals, sports games, and business meetings.

(Click here to check out some more tips on Instagram.)

In Conclusion

These ideas should get you thinking about how to adapt your content for social media sites. 

One of the fun parts about social media marketing is experimenting and testing content to see what sticks. Just keep an eye on your social and website analytics to gauge content performance. And when in doubt, you can always ask your social communities what they want you to share.

Got a question about what to post on a specific network or how to develop your strategy? 

Ask a real estate social media pro in the comments below!

Connect with Katherine Tattersfield at