As a Real Estate Business, Should I Talk About Politics on Social Media?

As a real estate business owner, you might be wondering whether you should talk about politics on social media. In the past, many real estate businesses have been hesitant to post about politics, viewing it as a potential risk. However, times are changing, and the public is becoming more vocal about issues that matter to them. In fact, many people expect businesses to take a stand. As a result, it might be time for your real estate marketing content to include taking a stand and speaking out on social media.

The Power of Taking a Stand

When Nike spotlighted Colin Kaepernick after he was denounced by the president for kneeling during the national anthem, their stock jumped. This wasn’t just a coincidence. According to a study conducted by Sprout Social research, 70% of consumers believe it's essential for brands to take a stand on social issues, and 66% of them say it's because they believe brands can create real change. By using your platform to speak up about issues that matter to you, you have the power to make a real difference. This can help you build trust and credibility with your audience, as well as attract new clients who share your values. Generating real estate leads can be a daunting task. However, if you take a firm stance on issues that are important to you, you may attract warm leads. This is because people tend to work with those who share similar values and beliefs.

Tips for Speaking Up on Social Media

That said, it's essential to make sure you're doing it in a way that is true to your brand's voice and values. Here are a few tips to keep in mind when creating your real estate marketing content:

1. Listen first

Before you jump into the conversation, take some time to listen to what others are saying. See how people are reacting to different viewpoints, and take note of what kind of language they're using. This will help you craft messages that resonate with your audience.

2. Be authentic

When you're speaking up about an issue, make sure you're doing it from a place of genuine conviction. Don't post about something just because it's trending—make sure you actually care about what you're saying.

3. Choose your battles carefully

Not every issue is worth taking a stand on, and that's okay! Pick and choose the topics that matter most to you and your clients, and focus your energy on those.

By speaking up, you can expect to lose some potential clients. However, keep in mind that it's just a small fraction of your audience, and those potential clients likely don't share your values anyway. On the other hand, by speaking out, you're inspiring those who do agree with you to become more than just your clients—they become your advocates.

In order for your real estate marketing content to be effective, it should not only authentically convey your business’s values but also prove its ability to adhere to them and actively demonstrate its commitment. There's no right or wrong answer when it comes to whether or not your real estate marketing content should include politics on social media. It all comes down to what feels true to you and your values. If you do decide to start speaking up about the issues that matter to you, remember that authenticity is key.

Risks of Talking About Politics on Social Media

It's important to understand that there are risks associated with talking about politics on social media. If you're not careful, you could alienate potential clients or even damage your brand's reputation. Your real estate lead generation could be jeopardized if you do not take these potential risks into consideration:

1. Offending your audience

When you take a stand on a controversial issue, you risk offending some members of your audience. If you're not careful, you could end up alienating potential clients or even driving away existing ones.

2. Damaging your reputation

If you take a stand on an issue and then fail to follow through on your commitment, you could end up damaging your brand's reputation. This is especially true if you've built your brand around a particular set of values.

3. Inviting controversy

When you take a stand on a controversial issue, you're inviting controversy. This can lead to heated debates on your social media feeds, which can be difficult to manage.

So, before you start adding political content to your real estate marketing strategy, it's important to weigh the risks against the potential benefits. If you do decide to take a stand, make sure you're prepared to deal with any negative consequences that may arise.

Consider Your Target Audience

If you're still unsure about whether or not to talk about politics on social media, consider conducting a survey of your clients and followers. Ask them what they think about your brand taking a stand on political issues. This can help you gauge whether or not it's a good idea to start speaking out.

Ultimately, the decision to talk about politics on social media is a personal one. It depends on your brand's values, your audience, and your overall marketing strategy. If you do decide to take a stand, make sure you're doing it for the right reasons and that you're prepared to deal with any negative consequences that may arise.

Another key consideration when deciding whether or not to talk about politics on social media is your target audience. If your audience is primarily made up of people who are passionate about political issues, then talking about politics on social media might be a good idea. However, if your audience is more focused on real estate and business-related issues, then it might be a better idea to steer clear of politics.

Consistency is Key

If you do decide to talk about politics on social media, it's important to be consistent in your messaging. Make sure your messages align with your brand's values and that you're not contradicting yourself. For example, if you're a real estate brand that promotes diversity and inclusion, you should make sure your messages about political issues align with those values.

It's also important to keep in mind that social media is a two-way conversation. If you take a stand on a political issue, be prepared to engage with your audience and respond to their comments and questions. This can help build trust and credibility with your audience.

One way to mitigate the risks associated with talking about politics on social media is to focus on issues that are directly related to your business. For example, as a real estate company, you might want to talk about issues related to housing affordability or zoning regulations.

Finally, it's important to remember that social media is just one part of your overall real estate lead generation and marketing strategy. If you're uncomfortable talking about politics on social media, there are plenty of other ways to connect with your audience and promote your brand.

To Conclude

In conclusion, the decision to talk about politics on social media is a personal one that should be based on your company’s values, your audience, and your overall marketing strategy. While there are risks associated with taking a stand on political issues, there are also potential benefits, such as building trust and credibility with your audience and attracting new clients who share your values. Follow along on our Instagram for more tips and advice for generating real estate leads or your overall real estate marketing strategy.