Real estate is a local business. When people buy a home, they want to know about much more than just the amenities of the houses you are showing them. They want to know details about their new life – things like, who their neighbors are, what schools their children will go to, how far it is to the grocery store and which contractors they can rely on for home improvements. When you position yourself as a local authority, an expert everything from the best pizza to the latest school happenings, you help your clients envision their future and you earn their trust in the process.

Successful agents naturally incorporate their local knowledge into the conversations they have with clients in person. With social media, you can put your local expertise online and share it with an even wider audience. If you’re like most agents, the majority of your business is generated from referrals and marketing efforts. So, serving up local content is a logical and effective way to maintain an online dialogue with existing consumers and convince potential prospects that you are the agent they want to work with.

When considering how to make your social efforts more successful, be sure to include neighborhood news and other information that’s meaningful and relevant to locals and those who are thinking about moving to the area. Talk about local restaurants, parks, and businesses, or what’s going on around town this weekend. You’ll find that making local news and events a regular feature on your social media pages encourages participation and creates a sense of community. When you make the local area and lifestyle, not listings, the focus of your conversation, people are more inclined to dive into the discussion or share your posts with their friends.

As an added benefit, when buyers and sellers Google you (as most of them do), you’ll stand out as the local real estate expert. Since a majority of consumers who search for businesses online believe that local search results are more relevant and trustworthy, using social media to position yourself as an authority on all things local is a powerful way to connect with clients (and improve your search engine ranking). Not to mention, an increasing number of consumers are using social media, especially, Facebook to conduct local searches.

So, the next time someone searches online for things to do nearby, they may stumble on your social media pages and become your next client.