After the past two years, we can safely say that Facebook and Instagram have secured their long-term spot as social media royalty.

In my last presentation at Inman Connect Las Vegas (2019), I said that before we can talk about Facebook and Instagram, it’s first important to think about being intentional with your social media plan.

Agents and brokers who are successfully using Facebook and Instagram are doing so effectively because they are focusing on relationships first. They understand that social media will never replace a handshake or a phone call, and they also understand the importance of putting our valuable timeless content in their voice (with their opinion), which will attract the clients they want to work with. 

Once you have created a system for your content — including when to create it, how often, what medium (blog posts, video, live video, podcasting) — then the next step is distribution, which is where these free tools from Facebook and Instagram come into play.

Let’s start first with Facebook because there are some fantastic free and many times under-utilized tools available with Facebook business pages:

Facebook groups

What about Facebook groups? It’s becoming more important to think about having a Facebook group. Facebook group posts are getting more and more traction in the news feed, and a group is a great way to build a community.

Here are a few of my favorite free Facebook group tools:

More Facebook tools

In addition to Facebook pages and groups — many agents and brokers are connected to their past clients personally on Facebook. Using Facebook’s free tool — Facebook Lists is still a great way to segment your friend lists.

Many agents will put their clients into a list (these lists are private — your eyes only) to keep themselves organized and stay intentional. Relationships are built with small interactions over the course of time and using lists is a great way to build relationships without spending a lot of time on Facebook. 

Don’t miss these 10 hidden Facebook features agents often miss.

In addition to Facebook, Instagram offers tons of free and awesome tools to help you engage with others, drive traffic to your site and generate business. It’s important to note though that on Instagram — it’s not about getting thousands of followers — it’s about getting the right followers.

4 key free Instagram features

In the Instagram news feed, agents and brokers can post pictures and/or videos up to one minute in length (and up to 15 minutes for IGTV).

6 tools to help you gain traction

There are six free tools that can help increase traction with your posts:

Instagram Stories

How about Instagram Stories? Instagram Stories are photos and/or 15-second videos that are stitched together to create a story that disappears in 24 hours. Stories are a great way to show the behind-the-scenes of your business and day-to-day. 

Here are a few of my favorite free Instagram Stories tools:

In addition to thinking about content on Instagram, it’s equally important to spend time intentionally engaging with your clients on Instagram. Instagram does not offer lists like Facebook, but you might consider setting up post notifications on your top 5 past clients or prospects so you can be intentional in engaging with their content. 

More tools for Instagram

Additional free tools for Facebook and Instagram:

There are so many great free tools available on both Facebook and Instagram — they key is thinking beyond the listing photo, look at your life as content and lean into who you are.

At the end of the day, people do business with people they know, like, trust and relate to.

To view the my complete presentation at Inman Connect in Vegas you can view my slides and resources here. Or check out the video from ICLV below.

Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm and founder of the #GetSocialSmart Academy. She’s been recognized by Inman News as one of the 100 most influential people in real estate and is a featured keynote speaker at many industry events. Katie is also is the author of the best-selling book, #GetSocialSmart.

This content was originally published here.