Real estate is not like any other industry. First of all, real estate is a very broad term – your specialty could be property management, acting as an agent to help clients buy and sell, investing, developing, the list goes on and on. Most professions allow people to separate work from home and play. However, in real estate, you don’t clock in and clock out, working from one job for eight hours, then leaving everything at the office to come home to family or social time.

So, should you separate your business accounts from personal accounts on social media?

In real estate, professionals are required to be the boss, the face of the company and marketing behind the brand, the contact for clients, and more, all wrapped up in one box. On top of that, what if you are also “mom” or “dad,” or love to travel the world?

Real estate agents are more comparable to celebrities, artists, or athletes who are frequently in the public eye. Some famous people choose to keep their personal lives private and only share what their publicists might ask, like upcoming movie releases or essential career events. Others have tapped into social media and realized that, for them, sharing “behind the scenes of their lives” has attracted more fans and support.

The question is, how should an agent present themselves on social media when their professional and personal life blends together? Fortunately, there is no right or wrong answer; every individual can create a brand to fit the lifestyle he or she wants to share.

Create Separate Accounts

Facebook isn’t just for keeping in touch with distant relatives and high-school friends anymore. Today, social media leads to sales. Anyone who is not using social media in any industry is missing out on a massive opportunity for professional networking. This means that showcasing listings and other business opportunities across social media accounts is critical.

But where do you draw the line? For many people, the “line” is the solution. Create two separate accounts and keep business, business and personal, personal.

In the personal accounts, you are free to post as you please, relieving the stress of how a photo, video, or caption affects your business. You also won’t risk losing potential clients as followers if you post too many pictures of your dog sleeping or baby who just learned his or her first word. Many people will mark the personal account as “private,” so only friends and family can stay in touch.

You can then share posts that include new listings, project updates, or company events like a charity night on professional accounts. These accounts will be less impulsive than personal accounts, and can be pre-planned with content calendars or autonomous posting. If you have the time and creative eye for your social media, you can “DIY” graphics and content. Alternatively, this is the perfect opportunity to hire a digital marketing agency to take on business-only accounts.

You = Your Brand

While separating accounts can make managing posts clear and easy, social media doesn’t necessarily have to be black and white. Maybe you want to showcase your whole life and incorporate different aspects into your brand. After all, this is your brand.

Maybe you are a boss lady in and out of the office. Maybe you are a goal setter and achiever at the gym and with sales. Maybe you are a family person, and you want your values to be visible through your work.

It is okay to be both, and as mentioned earlier with celebrities, sharing more can actually lead to greater success. Combining business and personal posts can build trust with clients, create a more exciting feed, and generate engagement.

Whatever you decide, the key to an attractive and engaging feed is consistency and quality. If you are posting professional photos of listings, then throw a grainy photo of your home-cooked dinner in the mix; you may face difficulty gaining traction and building an active social media community. For the best results, once you decide on a brand, stick to it.

Before making a decision, here are a few things to consider:

Do you want to share photos of family and friends publicly?
Do you represent a partner, brokerage, or firm that maintains a professional image?
What things are non-negotiable when it comes to posting and might be considered inappropriate or offensive?

For a free consultation on how to figure out which direction is best for your brand and make the most of your social media accounts, visit www.vizovogroup.com.