Martine Cadet directly addresses camera:  Did you know you can post less but get more engagement on your social media channels? The key is quality over quantity.
      I'm Martine Cadet, owner of Kaderique Media Boutique in New Jersey. I specialize in helping businesses leverage social media. Let's take five minutes to discover how real estate agents can create content that engages your customers.
      First, decide what platforms you want to commit to and which audience you want to reach. If you're going to use TikTok to educate other agents, then use TikTok solely for that purpose. If you want to reach buyers and sellers, maybe go to Facebook. Where is your audience? Every platform has a different audience. Don't have time to commit to two platforms? Then, pick one and be consistent. Don't post five times one week and nothing the next.
      To encourage people to comment and share, they must see themselves in the content being shared. It's all about triggering a feeling or an emotional response. I created a framework for social content called TERA, which stands for Trigger, Emotions, Relatability and Action.
      So, how can you trigger an emotion? Here's an example. Let's say one of your listings is pet friendly. How about filming an Instagram Reel of the dog running around the backyard? It helps potential buyers get a sense for how big the backyard is while triggering them to see their own pet playing in the yard. 
      I find that highlighting certain aspects of a home rather than doing a boring home walk-through helps connect you with potential buyers.
      Once you trigger emotions, play to those emotions. But, keep it simple. Keep lifestyle in mind. Do a TikTok highlighting the terrific outdoor patio so potential buyers can envision themselves having parties. Or, zoom in on a cozy bedroom with a fireplace that potential buyers may consider a retreat.
      Show content that is relatable, such as appliances in a luxury home. Make the content relatable to the audience you're trying to reach. If it's a luxury audience, focus on the amenities of the home that the audience will recognize as high-end. You want to connect the trigger to the emotion and keep your audience thinking, "This is exactly what I'm looking for."
      A couple of tips. Produce content related to the questions your buyers and sellers ask you daily. That's being relatable. Help them make the buying or selling decision. Answer questions related to their concerns and address the myths associated with buying and selling a home.
      More than just show homes, tell stories. Share funny stories of your time in the field, your experiences at open houses, explain industry jargon, tell your success stories. Showcase your vulnerabilities. By doing so, you become relatable to others.
      Finally, the last framework is Action. People are bombarded with content. So, they need a call to action when they see something remarkable. Something like, "Click the link in my bio," or "Do you like this house? Comment below." Make it simple, and then make sure that the links you use work.
      Remove the friction and make it easy for people to answer your call to action and call you if they choose to do so.
      The key to getting more engagement on social media isn't posting more; it's posting better quality content that triggers emotions, is relatable and has a call to action.