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The Dos and Don’ts of Social Media Promotion

Win the market with our Do It N.O.W. campaign. This turn-key, marketing campaign will help you find and secure listings for the changing 2024 real estate market. Avoid the chaos and serve the listing every time. Outperform the competition and build long-term business.

These days, having a social media presence is a given. However, instead of using the platform to connect with current and new customers, many business owners only use it to promote their business. While some promotion is necessary, it’s also important to use social media to communicate with and provide value to followers.

According to Scott Stratten, best-selling author of UnMarketing, “if you believe business is built on relationships, make building them your business.” Although many real estate and business professionals understand the importance of connecting with their clients in-person, many are at a loss as to what to do on social media. Here’s a short list of dos and don’ts.


  • Post valuable content. We live in the information age, and your clients and followers are interested in learning more about the market. Post information that you’ve developed or you’ve seen elsewhere to keep them up-to-date on the market, the buying and selling process, lending and more.
  • Heed the ratio. According to Scott, for every 50 tweets he posts, he posts one marketing message. On Facebook, the ratio is 10 to 1. It’s important to promote your business; just make sure the majority of the information you’re posting is something your followers will find informative and relevant.
  • Be the catalyst of conversation. In addition to posting relevant information, connect with your followers by responding to their comments.


  • Only post your listings. This is a mistake many real estate professionals make on social media. Keep your content well-rounded and be sure to include valuable content as well.
  • Only post about yourself. The intention is to connect with your clients and share valuable information. Although the occasional personal posting will help your clients get to know you better, focus on providing information they can use.
  • Only use your favorite platform. Although you may love Instagram, if your clients are all using Facebook, it’s important to have a presence there as well.

Want to learn more about social media and unmarketing? Listen to episode #099 of It’s a Good Life: Change Everything You Know About Marketing. Brian interviews Scott Stratten to get his take on creating an engaged community of advocates using timeless principles.

Buffini & Company

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