How REALTORS® Can Avoid Generic Holiday Posts on Social
This post originally aired as a podcast!
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Have you ever headed to social on a holiday, and all you see are "happy holidays" posts from every other Realtor you know? I have! And I know you have too. And honestly, it makes me cringe. It makes me cringe not because it's often boring content. It makes me cringe because I know that these posts are a missed opportunity.
While creating a "happy holiday" post might feel like a break from coming up with content ideas, it's not doing much for your marketing. Basic posts don't make you stand out on social or keep people interested. So, let's avoid generic posts that aren't working and replace them with holiday marketing that makes people stop their scroll!
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Now, before we start out this episode, I think it's important to note that I'm not the grinch of holiday marketing! I'm all for celebrating in the season. In fact, I believe in holiday marketing so much that I recently released episode 111, Creating a Complete Holiday Marketing Plan for Realtors. It's important to be proactive during this time of year to strengthen relationships while attracting new business. And holiday marketing can be an engaging, creative way to form those valuable connections. However, generic, basic, and boring social media posts are not going to get you the engagement you need.
Let's get more creative with what you post on social during the holidays! And here are five tips to help you:
Tip 1 - Don't Post A Generic "Happy (Fill In the Blank)" Post
I want you to get rid of the temptation that is generic content. Don't look on Google images for a Happy Thanksgiving post with a turkey on it. Don't wish people "Happy Holidays" or "Merry Christmas" by trying your hand at graphic design. And please don't screenshot what somebody else is sharing and use that. These are the type of posts we want to avoid.
Now, you might think this doesn't deserve to be a whole tip. But I disagree, and your social fees on holidays prove my point! Holidays aren't a "cheat day" for your marketing where you don't have to be as creative or strategic. They're an opportunity to connect by showing off your personality while celebrating the season.
Tip 2 - Make Your Content More Personal
Imagine your insurance agent shares a post on New Years Day. It has text on it that reads, "Happy New Year" and a caption that reads, "Wishing You a Great New Years." How likely are you to take an interest, leave a comment, and truly care? I'd be willing to bet that you might just keep on scrolling, searching for something more interesting to look at, and the same goes for what you share on social during the holidays!
What if instead, they'd shared an engaging photo of themself? They could be smiling while pouring a bottle of champagne or even hiking to the top of the mountain. Then, the caption goes on to say, "I learned a HUGE lesson last year..."
That picture that's not the same as what everyone else is sharing, and the caption's hook would be much more likely to pique your interest. Then, when you click "read more" to see the rest of the caption, they go on to share a business lesson they learned, whether it was a failure they don't want to repeat or something that worked. At this point, they're providing value with their content while still being personal. And to tie it up, they share how they'll use this lesson in the new year and are looking forward to what's to come.
That's a post that will stand out, and you can easily do this as well! So, dig deeper, and don't be afraid to share your personality with your holiday posts.
Like this idea? Here’s an example of a post from The Marketing Suite using this format:
Tip 3 - Share Instagram Reels, TikToks & Short-Form Videos to Brand Yourself
Right now, short-form video is the number one way to stand out on social.
And the holidays are the perfect time to leverage them! Who doesn't like to watch an Instagram Reel that features a home transforming into a winter wonderland? This type of content is binge-able, entertaining, and more likely to increase your reach.
When you use short-form video, you're not only tapping into what's popular with people and the algorithms, you're also branding yourself! Nobody is going to remember a generic "seasons greetings" post. But if you tap into a trend on Instagram or TikTok, your "seasons greetings" is given a whole new life! You can try something fun or share a relaxing video featuring a scenic view and a positive message. You have options!
Another idea is to create a "talking Reel" where you're essentially creating a quick video speaking about a topic that's interesting. For the holidays, you could create a video sharing what your family tradition is for that special day instead of generic content! These concepts will highlight you in a modern way that's more impactful, which in turn grows your agent brand.
Tip 4 - Increase Engagement by Tying in Your Local Community
And a lot of times when I talk about personal branding and Agent branding, I say I want you to be the local expert in your local area. So that leads me to tip four: increase your engagement by tying in your local community.
The holidays are a time when your local community truly shines. People are out shopping, visiting local businesses, and going to holiday events. There's a warm and fuzzy feeling about all things local, and you're that local expert. So now is your time!
Share what makes your communities special during the holidays, and become the go-to resource for how to best enjoy the season in the area. You can make a social media post about the best places to see Christmas lights, or find the best holiday goodies in your community. And of course, bonus points here for creating short-form videos!
You can also send an email to your sphere with a list of the best local holiday events in the area, going beyond social with your holiday marketing. You can highlight your favorite places to shop locally for gifts, the best shot in town for hot cocoa, or local events for ringing in the new year - the list is endless! Because the holiday season is the perfect way to connect with your sphere, be a helpful resource, and really show off your local expertise.
Tip 5 - Don't Just Share on The Actual Holiday Date
And for Tip Five, don't just share on the actual holiday date. This is when your feed starts to blow up with those generic posts. But you can share holiday content all season long. Plus, you can go beyond digital like I mentioned before, creating content that connects you with your community, your sphere, and potential new customers. So when we're thinking about your social media marketing, you can also think how can I repurpose this? If I created something great for social , can I send it out in an email? Can I use that as a script? How can I get more out of my marketing. Then, you'll have more content to share on social all season long.
You can be embracing what makes that holiday season great and tying it back into content that people care about in your local community - whether it's home decor, holiday arts and crafts, or other creative ideas!
And don't forget, people have also questions about buying and selling real estate during the holiday season. So you'll be able to answer that as well!
Bonus Tip: Don't Go At Your Realtor Marketing alone this Holiday Season
I want to leave you with a bonus tip, and that is to use creative templates designed to be personalized. I hear agents all the time, say "I listened to something and I was inspired, but I can't come up with an idea on my own." Or, "you mentioned a few ideas, but it's hard to figure out what it should look like, what the caption should say, what kind of Reel I should come up with, or what should I create."
It can be a lot, especially when you have other things going on in your business. So don't be shy about using thoughtfully curated content.
You don't go at it alone! I created The Marketing Suite to help you do just that. It's there to save you time so that you can implement personalized marketing that works in your marketing strategy.
If you're not familiar with The Marketing Suite, it is my Realtor membership where you get daily social media posts, email marketing, live trainings on a variety of topics, pro support, live coaching, and more.
But one of the biggest parts of the membership that people really love is of course, the daily social media posts. You have access to templates that you can customize, ready-to-share content, customizable and ready-to-share Instagram Reels, complete captions and more! We really make it as easy as possible for you to stand out, brand yourself, and be that go-to agent and your local market while ringing in the new year.
{Click here to learn more & join The Marketing Suite}
& use code JOIN25 for 25% off your first month of the membership:
So let’s recap your 5 tips for holiday marketing:
Tip 1 - Don't Post A Generic "Happy (Fill In the Blank)" Post
Tip 2 - Make Your Content More Personal
Tip 3 - Share Instagram Reels, TikToks & Short-Form Videos to Brand Yourself
Tip 4 - Increase Engagement by Tying in Your Local Community
Tip 5 - Don't Just Share on The Actual Holiday Date
And I encourage you to check out The Marketing Suite because I created it with you in mind.
So I cannot wait to see all that you are sharing on social and how you are capitalizing on the holidays to make those true connections.
Want to level up your Real Estate Marketing?
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Each month, get a complete social media marketing strategy including everything from content (including videos!), templates & captions.
Plus, get live training and coaching sessions, email marketing templates, tutorials, professional support & more -
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It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!