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Active online presence is critical for real estate business owners to grow. According to the National Association of Realtors, 92% of home buyers use the internet to find a home, further confirming the importance of having an assertive digital presence for businesses. 

Nonetheless, social media marketing isn’t easy. Fortunately, automation tools are there to help, saving you time, effort, money, and unnecessary stresses of keeping up with everything happening in the world of social media. But a word of caution, if you automate the wrong social media tasks, it can damage your brand’s image instead of building it.

The key is to find the right balance and make time to engage with your followers and social media users, which can improve your brand’s value, build a trusting relationship with your online audience, and establish you as an industry leader. 

Below are the dos and don’ts of social media automation in real estate that are worth noticing.


  • Automate everything – This may seem convenient but can do more harm than good. You should never automate direct messages or tweets in conversations on Twitter. 
  • Post too much – When it comes to social media, quality is valued more than quantity. You don’t want to overwhelm your online audience by posting too much that has little value to them. It’s always good to test and determine the best time and the number of posts you should publish on your social media. Luckily, automation tools share insights to help you analyze all of this.
  • Schedule too far in advance – You may forget what you’re sharing when you schedule anything too far in advance. By the time your content is shared, it may become obsolete.
  • Automate the same content to all social networks – Different social networking platforms deserve a different approach, which is why you shouldn’t post the same content everywhere.
  • Automate troubleshooting – You don’t want to agitate your customers further with automatic responses from a robot while they are already experiencing issues with your services. Listen and prioritize to solve their troubles right away. 


  • Automate content in your pipeline – Automation thrives when you have posts planned out in your content calendar. Take out one day in a week to schedule your post automation. If you know a house is going to be listed on Monday, then schedule your content releases on Monday for publishing in the following weeks.
  • Stay relevant – Listings fluctuate, so if you use social media automation to highlight certain properties, ensure that your posts reflect those fluctuations. Remember, automation schemes need weekly and sometimes daily upkeep. This might include anything, from using trending hashtags to incorporating the latest events in your posts.
  • Mix up the type of content you publish – You need to regularly publish different types of content to keep your audiences engaged. Different content types, such as videos, memes, contests, quotes, fun facts, and blog posts can keep users interested. The best part about this is that in real estate most content material is readily available in the form of listing videos and images, but make sure they are in high definition.

Moving forward

Social media is a powerful tool to generate leads for your real estate business, especially when paired with social media advertising. However, you must be quick to acknowledge people showing interest in what you have to offer.

Social media automation tools like Practina allow you to grow your business without any marketing experience and help you become the face of real estate in your area. 

Automated Social Media Marketing with Practina is the best way to keep your content and ad campaigns managed and improve exposure for your all listings.

Create your free account with Practina today to explore more of what it can do to grow your real estate business.

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