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Real Estate Icks: What's In & What's Out in 2024


Ick definition: Used to express disgust at something unpleasant or offensive.


As we step into 2024, agents are confronted with a rapidly changing social media landscape that demands a strategic approach.


We've learnt a lot over the past 12 months by directly speaking with members of the public, our own market research and looking at the data.


Here's what we found were the Icks of 2023 and what's in and what's out for the new year.


Marketplace Misalignment:

✅ The Ick: Our marketplace doesn't think we are as special as we think we are. That has not changed, and will not change.


Addressing it: Agents need to conduct thorough market research to identify what truly resonates with their target audience. Showcase unique value propositions and personalise content to establish a connection with potential clients. Share success stories and testimonials to build credibility.

Overly Staged Impressions:

✅ The Ick: Our marketplace isn't as impressed by seeing you in your three-piece suit descending the staircase in 'someone else's' home in your news broadcasting voice giving a description of the home. They want to see the home.


Addressing it: Embrace authenticity. Rather than polished presentations, opt for genuine behind-the-scenes content. Share unscripted video walkthroughs, allowing your personality to shine through. Foster a relatable connection with your audience by showcasing the person behind the professional facade.


Generic RBA Canva Posts:

✅ The Ick: The Canva post for the RBA announcement. I'm begging you, can we please leave this behind in 2023. We have a month to prepare for one of only two outcomes, so let's put some thought into what we put out.


Addressing it: Elevate your content strategy by adding value beyond the expected. Create teaser content, host Q&A sessions, and provide insights leading up to significant announcements. Position yourself as an industry expert who offers more than just what everyone else is offering.


Content Overload:

✅ The Ick: Smashing out content constantly on social media because the gurus have told you so. If it's of no value we don't want to see it. Posting the saaaaaaaame thing all day everyday is the quickest way to turn your viewer off. Fun fact, if your engagement drops, chances are your content is missing the mark.


Addressing it: Tailor your content strategy to prioritise quality over quantity. Understand your audience's preferences and diversify your content mix. Instead of focusing solely on transactions, provide a variety of content that educates, entertains, and engages your audience.


Overestimating Social Media Impact:

✅ The Ick: The belief that social media will change your career overnight. Like anything, it takes time. It's very rare for one post or ad campaign to change the course of your career. You need to keep at it.


Addressing it: Adopt a realistic perspective on the role of social media in career growth. Focus on consistent, meaningful engagement over time. Showcase your expertise and personality authentically, building a strong and lasting connection with your audience.


Advertising Overkill:

✅ The Ick: Treating your social media accounts like advertising platforms. Leave that to the major portals and your website. Social media is about connecting and engaging.


Addressing it: Shift your approach from selling to building relationships. Engage with your audience authentically, respond promptly to comments and messages, and showcase the human side of your professional life. Building trust is crucial for long-term success.


A New Direction for 2024:

In 2024, agents are advised to:

  • Treat followers as friends, fostering a sense of community.

  • Post content aligned with audience interests.

  • Invest effort into online marketing as a reflection of personal brand.

  • Build a foundation of trust, integrity, and community online.

  • Approach promises of instant success cautiously and consider partnering with reputable entities like Bespoke Media Group for proven methods.


To thrive in the ever-evolving social media landscape of 2024, agents must remain adaptable and strategic. By addressing challenges and embracing a more informed, relationship-focused approach, agents can position themselves for success in the digital age.

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