[ad_1] When Gogo Bethke began her career in real estate back in 2011, the Romanian immigrant felt like social media was her only option to generate leads and close deals. “I am not from here, so I had to figure out how to convince strangers to buy or sell a house through me,” Bethke explained. “A lot of people suggested cold calling, but I was not going to do that. First of all, my name is Gogo, second of all I have an accent and third of all I’m not begging anyone for their business.” The next option was to form an area, which involves picking a neighborhood and sending postcards, flyers and door knocking. “I’m a petite blonde, I’m not knocking on doors. And I was broke so I [didn’t have] the resources needed to form an area,” Bethke said. “Then the last option was buying leads from Zillow and spending thousands of dollars, which again, I didn’t have the money for.” Instead, the Michigan-based eXp agent created her Facebook business page shortly after passing her licensing exam in 2011 and named it “Gogo’s Real Estate.” “I think it was even before Facebook business pages even existed,” she said with a laugh. “I just started with the good, bad and ugly and I just owned it. I told everyone ‘Hey, I’m a brand new agent and I’m learning this as I go and I’m going to take you guys on the ride to see what it takes to be a Realtor.’ I became pretty good at social media out of necessity because I had no other option.” A growing number of agents like Bethke have turned to social media to generate leads because they did not love the idea of cold calling or door knocking and they felt it was the most effective way to reach a large audience. “When I started, my number one goal was to build a brand and Instagram was honestly the number one choice for me,” Vancouver, Canada-based Oakwyn Realty agent Kim Lee said. “I started three years ago when I started in real estate and my goal was to build a brand to help connect with new clients and to make sure past clients remember me. I was hoping people would remember me and keep me top of mind for the future.” A personality for every platform There is no shortage of social media options and many agents, like Lee, have turned to Instagram. Others are finding that they can make the most out of their presence on any platform by utilizing them for different aspects of their business. Over half of Realtors said that social media was their top lead-generating technology tool, according to an October survey report from the National Association of Realtors. The most popular social media app among the random sample of Realtors surveyed was Facebook, with 90% of respondents reporting they used the app, followed by Instagram at 52% and LinkedIn at 48%. Boston-based Coldwell Banker agent Ricardo Rodriguez’s social media platforms of choice are Instagram and LinkedIn, although he originally started on Facebook. “Instagram and LinkedIn have become paramount to our lead generation,” Rodriguez said. “They have been really effective in the luxury market and new construction segments.” Using LinkedIn has been a great way to connect with builders and developers, while Instagram caters itself well to sharing glossy photos of luxury listings, Rodriguez said. Despite these differences, Rodriguez and his team share most of their content across both platforms. Bethke also shares similar content across all of her social media platforms, but she tailors the posts and content to suit the different followings she has on each platform. Her Facebook is mostly made up of local Michigan homebuyers and sellers, while her LinkedIn has a lot of other agents and real estate professionals and her Instagram is a mix of both. “You have to be professional with LinkedIn,” Bethke said. “You aren’t going to see photos of me having a party with our real estate team on there, that goes on Instagram, and Facebook is somewhere in between.” Zachary Scher, an agent with Signature Premium Properties with over 86,000 Instagram followers, has a similar gradation in the professionalism of his content with Facebook being the most formal and TikTok being the most informal. “It is more silly stuff,” Scher said. “You can have more fun with it. It is definitely where I can bring more of my personality out. You can just be a little less professional and it is more acceptable than what people expect on a Facebook business page.” While using social media might seem like a simple marketing strategy, there is, in fact, a lot for agents to consider. One of the biggest challenges many agents face is finding the right balance between personal and professional content. Becca Summers, a Provo, Utah-based Keller Williams agent, whose Facebook page has over 21,000 likes, said that she tries to keep an 80/20 ratio of business to personal content. “I work with my husband, so my personal and my business are fairly intertwined, but we try not to post that much about our kids on the business page,” Summers said. “But I think social media in general is more about the person and not necessarily the business because that is what people really want to connect with.” However, agents like Topeka, Kansas-based Kylie Edington, see things a little differently. “You can’t really separate the business and the personal in real estate,” Edington said. “I want my clients to see me as a real person. If you share things about your kids or your dogs, that makes you more relatable.” Century 21 agent Devan Weisser has seen an interesting trend develop on her social media pages. “My personal posts perform way better than my business ones,” Weisser said. “If I just post a photo of a house or some beautiful décor, it doesn’t get much and those are the post I really have to promote because they are the hardest to increase reach on.”