Using Social Media for Real Estate Marketing

Last month, Storylane drove over 700,000+ impressions through influencer marketing. And at the start of the year, I had no idea how to make this channel perform consistently. I had no playbook, no proven process, and no ideas. So, I experimented. A lot. And while we’re still figuring it out, here’s what I’ve learned so far: 1. Smaller creators are outperforming larger ones for us Smaller creators often produce better, more authentic content. They’re typically more affordable, work harder, and deliver results with a hyper-focused audience. Larger influencers charge a premium, and the content often feels average. Exceptions exist, but they’re rare. 2. Build a curated influencer portfolio. There are more great influencers out there than your budget can handle. Start small, experiment, and refine a curated portfolio of creators who align with your goals, budget, and audience. This takes trial and error, so don’t rush it. Your “go-to” influencers will emerge over time. 3. Three months is enough to evaluate an influencer. In three months, you’ll know if the partnership is worth continuing. It’s enough time to assess content quality, audience engagement, and impact. 4. Set up clear contracts with influencers Include everything in writing: - Who owns the content? - Can you run ads with it? - Will they engage with your posts? - How many posts will they deliver? Clarity now saves confusion later. 5. Influencer costs vary... a lot. Pricing is all over the place, but here's a starting point. For this platform, expect $500–$2,000 per post for influencers with fewer than 100K followers. Bigger names might quote $5K or more. The highest I’ve seen is $650k per post (no joke). Decide what’s worth it based on your goals and their audience quality. 6. Influencer onboarding matters. Hop on a 1:1 call to align. Share your knowledge, past successes, and internal data. Learn their creative process and set expectations. The better you collaborate upfront, the smoother the partnership. 7. Influencer program management is a full-time job. I tried juggling this alongside my other responsibilities, and it’s a lot. Between sourcing, contracts, payments, content review, and feedback, the workload multiplies with every creator. Bring in outside help if you can afford it or upskill someone internally. 8. Give creators creative freedom. Over-controlling a creator’s content kills authenticity. Work closely on the brief to give them all the context they need, but let their voice shine through. The results are far better when they feel trusted. 9. Ethics build trust (with influencers and your buyers) Always disclose influencer partnerships (FTC compliance isn’t optional). I see a lot of brands and creators not disclose these partnerships (on LinkedIn, in private communities, Slack groups etc.) and it's WRONG. Don't trick your buyers. Be honest. We’re still learning, but this channel is showing promise, and I plan to scale it further in 2025.

My hypothesis on B2B Influencer marketing. It's a partnership, not a transaction. Here are step-by-step instructions on how to do it. 1. Product Demo The partnership won't work if they don't understand the product. Give me a product demo to make sure they like it. • Have your product specialist on hand • Be prepared to ask questions about their content • Send a product demo beforehand so you can dive into questions I have been on some calls where people don't understand my POV, which makes me not interested in working with the brand. When you show you care, the creator will care. 2. Product Integration For the partnership to work, the influencer needs to be able to use the product to some degree. In all of our partnerships within AMP, I use the product and can go pretty deep with it. • Have them play in the product for a few weeks • Map out a content play that maps with their skillset • Breakdown the story arcs that would matter to their audience 3. Plan Production B2B Influencer marketing is a production, not a post. That means that I focus on multiple channels to elevate the brand rather than just a LinkedIn post. • Tactical product walkthroughs • Newsletter shoutout • Virtual events Match the influencer with their strengths. 4. Execute I send all my posts and videos to the brand before I post. • Quality check the post for any errors • Make sure it matches the brand voice • Include all the calls to action and links Doing all this work and forgetting the small details would be terrible. 5. Review After you execute the campaign, it's time to review what worked and what didn't. • Remove what didn't work • Double down on what worked • Straight planning out long-term how you will work together This is how I have handled all my deals, and it led to renewals almost every single time. ------- Find this useful? Repost to help others ♻️.

Posting and praying? Let’s fix that. If your engagement feels like a gamble, it’s time to rethink your strategy. Engagement isn’t about luck, it’s about intention. Here’s the Engagement Equation to ensure your posts get noticed and spark interaction: 1. Ask to Engage: -Want comments? Ask a thoughtful question. -Want shares? Share something relatable or highly valuable. -Make it easy for people to respond by giving clear prompts. 2. Use Features That Work: -Polls: People love to share opinions. Use polls to ask simple, engaging questions. -Tagging: Mention people or brands you admire—but only when relevant. -Media: A strong visual (photo, video, or infographic) can double your engagement. 3. Post When They’re Active: -The best content won’t matter if no one sees it. Analyze your audience’s activity and post during peak hours. Mornings on weekdays often work, but test what’s best for you. 4. Spark a Conversation: -Don’t just post and disappear. Respond to comments quickly and keep the conversation going. Engagement isn’t magic, it’s a formula. 💡 Valuable content + thoughtful timing + clear calls to action = results. Find this post helpful? Connect with me Maher Khan for more such posts.

I often see people who misinterpret social media as a community building tool. It can be used as such, but very tough to do. (and most people who think they are doing it right are just building another distribution outlet — which is great, but different from building a community) It requires a slightly different approach than the average social strategy. Social Platforms (like X & LinkedIn) • Open networks • Content dependent • Great because people are usually spending lots of their time there • Tough to stand out since you’re competing against the algorithm, other creators, brands, and everyone else in the feed Community Platforms (like Discord, Slack, Circle) • Usually closed networks • Dependent on user engagement • Great for consolidating your core group of members • Very tough to maintain over time since you need people to come back to your specific group (even tougher if engagement is declining) Ok, so how do you use social platforms top build an online community? 1/ Define your community 2/ Share it on your social accounts, in your bio, etc. 3/ Align your content around this community and what they love 4/ When you create your content, keep this specific community in mind 5/ Share updates publicly just like you would within a Discord channel 6/ Allocate a good chunk of time per day to community management 7/ Nurture your most engaged followers by supporting their content 8/ Make introductions directly in the feed wherever possible 9/ Use your platform to elevate others in your community 10/ Introduce group language that people can use How do you know when you’re doing it right? • People will use your account to discover others with similar interests • People will use your language and phrases in their posts • People will use the comments section of your posts like a forum • People will host meetups or connect with one another IRL at events • People will often tag you in content related to your community In closing, Yes, you can use social platforms like X & LinkedIn to build an online community. But it requires much more effort than just posting content about your brand or the problem you solve. You’ve got to constantly keep the community you’re serving top of mind, put in the time to nurture your members, and be consistent over a long period of time.

A client, visible but overlooked, told me, “People are noticing my posts, but no one’s taking the next step.” They had the views, the engagement, the traction, but no movement. The problem wasn’t visibility. It was direction. We refined their messaging, clarified their offer, added stronger proof, and made the next step obvious. Engagement turned into leads. And leads turned into real conversations. I call it the Engagement to Action Framework. Because visibility is only the start. The goal is momentum. Here’s How You Can Do It: 🔸 Write for the Buyer, Not the Bystander • Stop creating content that impresses your peers but confuses your prospects • Speak to the ones who feel the problem and have the power to pay What Works: Talk to the person who needs you, not the crowd cheering you on 🔸 Connect Every Post to a Clear Outcome • Valuable content feels good, but people remember what it helps them do • Tie your insights to a transformation, not just information What Works: If they can’t repeat what you help with, they won’t think to hire you 🔸 Give Just Enough to Build Curiosity • Teaching too much upfront makes you sound complete, not clickable • People don’t need the full course, they need the first step What Works: Share the what and the why, but let the how live inside the offer 🔸 Use Proof That Feels Like Possibility • Big wins can feel out of reach if they’re not framed right • Share results in a way that feels doable, not distant What Works: The best case study makes people say, “That could be me” 🔸 Repeat Your Message Until It Sticks • Saying it once isn’t branding, it’s hoping • Repetition is how people remember, especially when they’re not ready yet What Works: Clarity builds memory. Memory drives decisions 🔸 Create Content That Starts Conversations • Not every post should be a mic drop • Sometimes the real value is in the reply, not the feed What Works: Make people feel safe to ask, curious enough to DM, or bold enough to comment Your next client might already be watching. But if your profile doesn’t guide them, they’ll keep scrolling. With the right setup, it does more than impress. It leads people to act. That’s the power of the Engagement to Action Framework. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Everyone's obsessed with "posting daily" and "engagement pods." Meanwhile, I'm quietly using 3 HUGELY underrated LinkedIn strategies to run a one-person agency at 90% margins with 6-figure clients (each). After building 230,000+ followers, here's what creates results: 1. Quality Over Quantity (The "Excited Reader" Test) Many people post daily for years without traction. They think consistency alone = growth. Completely wrong. Before hitting publish, ask yourself: "If I were my target market, would I be genuinely EXCITED to read this?" Not just "valuable." EXCITED. You're building an audience of people who can't wait for your next post. Who screenshot your content. Who forward it to their team. I post 2-3x per week. Each takes hours. But every post makes ideal clients think "Wow, I need to work with this person." Slow is fast. You grow faster by posting BETTER, not more. 2. Intentional Commenting (The 80-Person Strategy) "Engage with others!" Every guru says it. But WHO you engage with matters 10x more than how much. Use this exact system: Create a spreadsheet with 60 people: - Tier 1 (30): Your exact ICP. People you want as clients. Must post weekly. - Tier 2 (30): Thought leaders who influence your buyers. Comment on their posts DAILY. Real, thoughtful comments. Not "Great post!" BS. Why? LinkedIn rewards community builders. When these 80 people reciprocate, you create a compound effect. Plus, LinkedIn HATES "post and ghost" behavior. 3. Proactive DM Scripts (Control Your Pipeline) Everyone dreams of posting and drowning in inbound. Reality: Even with 100K+ impressions, some weeks are dry. Stop depending on algorithms. Use strategic DM scripts: Someone likes your post: "Hey [Name], appreciate the like on [topic]. Which part resonated most?" Someone comments: "[Name], great point about [their comment]. Open to a quick coffee chat?" Profile views: "Noticed you checked out my profile. How's your pipeline this quarter?" New connections: "Thanks for connecting! What's your biggest challenge with [their focus] lately?" Do this daily. You'll never worry about pipeline again. THE TRUTH These aren't exciting strategies. They won’t make you go viral. But they WILL: - Build real relationships with buyers - Create consistent pipeline - Generate clients who NEED to work with you I've tested every LinkedIn "hack" out there. These 3 build real businesses: Commit to them. Implement for 30 days. Then come back and tell me what happened. P.S. If you have any questions, ask me in the comments 👇

Targeting the right audience is key. Don't waste your ad spend on the wrong people. Smart targeting boosts engagement and conversions. Here are key strategies to help you hit your audience like a sniper: ↳ Define your ideal customer. Build detailed buyer personas. Think about age, gender, location, interests, and pain points. Use surveys and social media insights to gather data. ↳ Leverage advanced targeting options. Platforms like Google Ads and social media have powerful tools. Target by demographics, interests, and geography. Use layered criteria for niche segments. ↳ Utilize lookalike audiences. Target users similar to your existing customers. Platforms can find these people based on shared traits. This increases your chances of engagement. ↳ Retarget for higher conversions. Focus on users who interacted with your brand but didn’t buy. Retargeting keeps your brand fresh in their minds. Encourage them to complete their purchase. ↳ Test and optimize continuously. Try different ad formats, visuals, and copy. A/B testing helps you find what works best. Use observation settings to gather data before full commitment. Optimization tips to enhance your strategy: ↳ Use intent-based targeting. Focus on users actively searching for products like yours. These users are more likely to convert. ↳ Exclude negative keywords. In PPC campaigns, remove irrelevant keywords. For example, if you sell luxury products, exclude "cheap." ↳ Analyze campaign data regularly. Review metrics like click-through rates and conversion rates. Adjust strategies based on performance trends. ↳ Personalize ad creative. Tailor visuals and copy to fit specific audience segments. Younger audiences may prefer vibrant designs, while older ones favor professionalism. ↳ Choose the right platform. Different platforms attract different demographics. Facebook reaches a broad audience. LinkedIn targets professionals. Instagram appeals to younger users. Pinterest is great for creative niches. Benefits of precise audience targeting: - Higher ROI: Your ads reach users likely to convert. - Improved engagement: Personalized messages resonate better. - Cost efficiency: Avoid wasting budget on the wrong audience. - Increased brand loyalty: Connect with the right people for stronger relationships. When you refine your approach and using these strategies, you can create effective paid advertising campaigns. Focus on targeting the right people at the right time for the best results. Remember: Precise audience targeting boosts your ROI. It improves engagement and cuts costs. And connecting with the right people builds loyalty. What are you thoughts about this?

Sustainability has become a default line in marketing. That’s the problem. When every brand claims to be “eco-friendly” or “green,” the words lose meaning.  Audiences, especially Gen Z, see through it quickly.  They don’t just want promises.  They want proof. We’ve seen brands struggle here.  They invest heavily in sustainability initiatives, but the messaging sounds identical to everyone else’s.  It gets lost.  Or worse, it feels like greenwashing. Here’s what works instead: 1. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜. Share the numbers, not the slogans. 2. 𝐒𝐡𝐨𝐰 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐞-𝐨𝐟𝐟𝐬. Real change isn’t perfect, acknowledging challenges builds trust. 3. 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐢𝐦𝐩𝐚𝐜𝐭. Point to the outcomes, not just the intentions. 4. 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. Showcase the people and partners making the change happen. Sustainability isn’t a tagline.  It’s an operating principle.  And when it’s communicated with clarity and evidence, it builds credibility instead of skepticism.

Is Your Brand Speaking the Right Language? Here’s How to Create a Voice That Truly Resonates (Hint: It’s more than just words—it’s how you make your audience feel) In today’s market, your brand’s voice is everything. It’s not just about the tone; it’s about the emotional connection you create with your audience. But how do you craft a voice that doesn’t just sound good, but feels right? Here’s a framework to help you build a voice that speaks to your audience on a deeper level: 1. Tap Into Your Audience’s Emotions Before you can speak their language, you need to understand their feelings. What keeps them up at night? What excites them? Your voice should align with these emotions. Pro Tip: Conduct surveys, read reviews, and join conversations where your audience hangs out to uncover their emotional triggers. 2. Anchor Your Voice in Core Values Your voice should echo your brand’s core values. Are you innovative? Trustworthy? Empowering? Let these values shape every word. Try This: List your top 3-5 values and brainstorm how they translate into your brand’s tone and style. 3. Personify Your Brand Think of your brand as a person. What traits define them? Are they friendly, authoritative, witty, or compassionate? These traits will help you maintain a consistent voice. Hack: Create a brand persona that embodies these traits. Use it as a guide for all your communication. 4. Meet (and Exceed) Audience Expectations Your audience has specific expectations. Are they looking for expert advice or a more casual chat? Align your voice with these expectations without losing your brand’s unique identity. Example: If your audience values expertise, an authoritative tone might be your best bet. 5. Test, Learn, Refine Start using your voice across all channels and listen closely to the response. Watch for engagement, feedback, and shifts in perception. Remember: Your brand voice isn’t static. Be open to tweaking it as you learn more about what resonates with your audience. Creating a brand voice that emotionally connects isn’t about following a formula—it’s about knowing your audience and communicating with authenticity. Start with this framework, and you’ll be on your way to building connections that matter. Question: What’s one word that best describes your brand voice? Drop it in the comments—I’m curious to see what you come up with! ♻️ Repost this if you found it valuable—let’s help more brands find their voice!

I'm speaking about something rather unconventional for a procurement conference. LinkedIn. Yep. I'm running a 90-min workshop to teach procurement practitioners, marketers & sales reps how to leverage LI in a way that actually works. How to produce content that people actually want to consume and engage with. How to find the right people to connect with & then do so in a meaningful way. Why am I qualified to teach people how to use LI? When I was selling marketing procurement software, I closed over $24.3M in net new business using LI. This platform has had a profound impact on my professional & personal life. I've landed two jobs as a result of the brand I've built on this platform. I met several of my industry besties here - even a roommate. How do I optimize my posts to get so much engagement (comments)? I follow what the data says in Richard van der Blom's algorithm report. It's a analysis of 1.5M+ posts from 34K individual profiles & over 26K company pages spanning over 50 countries & 25 languages showing what’s most impactful on LI in 2024. Some of my takeaways from Richard's report: 1. Aim for a 8am - 11am posting time in your time zone. 2. Maintain a regular posting rhythm: committing to a 3 or 4 weekly posting pattern is preferable over a daily burst followed by silence. 3. LI counts a 'repost with thoughts' as fresh content. 4. The first 60 mins: early engagement sets the momentum for the post's visibility in the next 6 hrs. 5. Personalized images, rather than generic stock photos, can increase engagement by 45%. 6. Vertical photos are the most effective, especially since 64% of users are on mobile devices, yielding a 15% higher click-through rate than square images and 25% more than horizontal images. 7. Ideal Text Length for Text & Image Posts: 900 - 1,200 characters. 8. Polls: most effective polls offer 3 answer choices & run for a week. Best to post on a Monday or Wednesday. 9. Strategic Tagging: mentioning others in comments can be beneficial if they contribute to the discussion. There's no downside to unresponsive tags in the comments, but lack of engagement from those tagged directly in your post might reduce growth potential by 25%. 10. Calls to Action: possible increase in reach by 10% for posts with calls to action. 11. If tagged individuals comment on your post, it positively influences your post’s visibility. Such comments are 1.5 times more impactful than those from untagged users, making tagging a potentially powerful tool for growth. 12. The presence of hashtags in posts does not significantly boost reach. 13. Document Posts: aim for 12 slides, include 25-50 words per slide & ensure the post's guidance is fewer than 500 characters. 14. Ending your post with a question can lead to an increase in engagement of 20% to 40%. 15. Optimal video time: 1 - 2 mins. Videos over 3 mins see a 15% decline in engagement. I've got a couple free SIG conferences passes. Ping if me you'd like one of them.