3 Things Real Estate Agents Should Do Before the New Year

By Joe Lins
December 26, 2025

The week between Christmas and New Year’s is a great opportunity for real estate agents to get some important work done. Things tend to slow down, inboxes are quieter, and there’s a little more breathing room in the schedule. I’m going to share three simple things you can do during this in-between week that will help set you up for success in the coming year while also creating a less cluttered, more focused start to January.

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1. Reach out to your sphere of influence (SOI).
Call your SOI, yes, actually pick up the phone and call them. When they answer, keep it simple. Here are three easy questions to ask:

  • “How was your holiday?”
  • “What are your plans for New Year’s?”
  • “What are you most excited about for the coming year?”

After you ask the question, be quiet and listen. Really listen to what they’re saying and respond with thoughtful follow-up questions. Make the call about them, not you. The conversation may or may not turn to real estate, and that’s okay. This is simply a check-in call to see how they’re doing and where they’re at. These relationships matter, and staying connected without an agenda goes a long way.

2. Clean out your emails.
Use this quiet time to tackle some of the tedious work you avoid all year long. Go through your email and clean it out. If your inbox looks anything like mine, it’s probably bursting with junk. Somewhere along the way, you got added to countless email lists, and now your inbox is paying the price.

As you go through the process, unsubscribe from emails you never read or don’t need. Be sure to stay connected to emails from your brokerage, REALTOR® association, and Multiple Listing Service (MLS). This can take some time, so don’t feel like you have to do it all at once. Set aside an hour or so each day to click that “Delete” or “Unsubscribe” button. You’ll be amazed at how much lighter your inbox feels.

3. Commit to showing up.
A new year means a blank slate. Whether you use a paper planner or a digital calendar, pull it out and start marking important dates now. Add your office sales meetings and any regularly scheduled events that support your business and professional growth. Check your association’s calendar and plug in classes, networking events, and meetings you know you should attend, even if you don’t always feel like it.

Showing up consistently is one of the simplest ways to stay connected, informed, and top of mind. When these dates are already on your calendar, you’re far more likely to follow through. Treat these commitments like appointments with your future self and protect that time.

By putting these simple ideas into place, you will set the tone for the new year and hit the ground running.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

Your Holiday Party Survival Guide (for Real Estate Agents)

By Suzy Lins
October 21, 2025

With holiday parties just around the corner, you know it’s coming…the question every real estate agent gets asked: “So… how’s the market?”

Let’s make sure you’re ready with a confident, informed answer that positions you as the local expert – plus a few holiday party tips.

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Do Your Homework

Before you head to your next gathering, carve out some time to check your MLS for the latest market stats. Most MLS platforms let you pull reports by city or zip code showing New Listings, Pending Sales, Closed Sales, Days on Market, and Average and Median Sale Prices.

These reports help you spot trends and compare data year-over-year or year-to-date. If you’re going to a party in a specific neighborhood, reviewing the numbers for that area shows that you really know your stuff. (And honestly, this is great to keep up with all year long!)

Talk to Your Lender

Another question you’ll probably hear: “What are interest rates right now?”

When you check in with your lender, they’ll probably tell you, “It depends.” Rates vary based on credit score, loan amount, loan type, and debt-to-income ratio. Instead of quoting a rate, ask your lender for a good way to respond.

A great go-to answer:

“That really depends on a few personal factors — but I can have my lender reach out to you with the most accurate info.”

This keeps the conversation professional and opens the door for a potential lead.

Bring Business Cards (and a Digital Backup)

Before you head out, grab a few business cards, but remember a key piece of etiquette: wait to be asked before handing them out. It’s more natural that way and makes a better impression.

It’s also smart to have a digital business card ready on your phone. Apps and sites like Blinq, HiHello, or Online QR Generator let you create one quickly (and most have free versions). That way, you’re never without a way to share your contact info

Basic Party Etiquette

Good manners go a long way, both personally and professionally. Here are a few quick reminders:

  • RSVP promptly so the host can plan accordingly.
  • Arrive on time — generally within 15 minutes of the start time. Avoid showing up early!
  • Thank your host before you leave, and consider following up the next day with a quick text or, even better, a handwritten note.

These small gestures leave a lasting positive impression, which matters in a business built on relationships.

A little preparation and consideration can turn casual holiday conversations into meaningful connections. When someone at the party is later asked, “Do you know a good real estate agent?”, your name will be the first one that comes to mind.

Suzy Lins

About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

Five Easy Ways to Stay Connected with Clients This Fall

By Suzy Lins
September 21, 2025

The month of September marks a natural reset for our schedules. Our routines get reestablished with summer vacations over and kids back in school as we look ahead to the holidays. Fall is a perfect time of year to reconnect with past clients and stay top-of-mind. Here are five easy ways to nurture those relationships.

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Seasonal Check-In

Checking in with your past clients and sphere of influence does not have to be elaborate. A simple call, text, or email with a friendly “Hope your fall is off to a great start!” is a great place to start. Keep it personal. Ask how the family, kids, new home, etc., are doing. If the conversation flows naturally to your business, ask if they would like a market analysis of their home or offer a market update of their neighborhood. Providing value without “selling” will allow your relationship to continue to develop.

Back-to-School Community Connection

Fall is the perfect time to position yourself as the go-to person in town. Highlighting local school events, sports schedules, or fundraising efforts shows you are plugged in to the community. Consider becoming a sponsor for a team or event in the area. Your name on a banner or in a program is a great way to show your commitment to the community and also create an awareness of you and your real estate business.

Seasonal Home Maintenance Tips

There are other ways you can show your value beyond the transaction. Consider creating a quick checklist of seasonal home maintenance tips, such as gutter cleaning, HVAC service, or preparing your home for cool weather. This list can be in the form of a postcard, blog post, or a downloadable PDF that you can email or text to your past clients.

Client Appreciation Gesture

There are many low-cost, high-impact things you can give a client to show your appreciation and stay top-of-mind during the holidays. A pumpkin spice baked treat or a note with a gift card to the local coffee shop is a nice nod to the cooler weather of fall. Another idea to kick off the fall season would be to drop off a small pumpkin adorned with a festive ribbon with your business card attached. Simple gestures like these are often the most memorable.

Social Media Engagement

The holidays are the perfect time of year to ramp up your social media. Encouraging interaction and making light-hearted connections on social media is an easy way to engage with your clients and sphere of influence. Share a personal story or tradition your family does this time of year. A fun idea that shows your community spirit would be to spotlight a local pumpkin patch or coffee shop that sells fall-themed beverages. Another idea is to post fall-themed polls asking your followers to share their favorite things to do during the holidays. 

In the end, we all know that this business is about relationships. Small, intentional gestures this time of year will help that relationship grow. Choose one or two of these touchpoints that feel authentic to you and get going. Consistent connection with your clients and sphere of influence now will lead to referrals later.

Suzy Lins

About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

Fall Selling Season: What Homeowners Should Know

By Stephanie Goedl
August 21, 2025

The transition from summer to fall often signals a shift in the real estate market. With the school year beginning, many sellers put their plans on pause. For the determined or motivated seller, this can actually be an advantage. With fewer homes on the market, their property has a greater chance to shine. At the same time, many casual buyers step back during the fall months, which means those who are still searching are highly focused and ready to make a move.

Here are some practical ways homeowners can help their listings stand out during this time of year:

Curb Appeal Matters More Than Ever

  • Seasonal landscaping: Keep lawns neat, shrubs trimmed, and add simple pops of color with potted mums, marigolds, or pumpkins by the front entry.
  • Exterior refresh: Pressure wash walkways, clean gutters, and add a fresh welcome mat for a crisp, cared-for look.
  • Lighting: With shorter days, good exterior lighting is key. Update porch lights or add pathway lighting to make evening showings warm and inviting.

Inside Staging with a Seasonal Touch

  • Cozy accents: Layer in subtle seasonal touches like throw blankets, warm-toned pillows, or a bowl of fresh apples or a vase with fall foliage to bring in a seasonal vibe.
  • Declutter and neutralize: Keep holiday décor minimal. A few tasteful pieces can add warmth, but too much can distract buyers from the home itself.
  • Maximize natural light: Clean windows, pull back curtains, and add warm lighting to keep spaces bright and welcoming, even on overcast days.

Pro Tips for Agents to Share with Clients

  • Smart upgrades: Small investments such as a coat of neutral paint, a seasonal wreath, or professional staging services can make a big impact.
  • Price strategically: Homes priced realistically in the fall market are more likely to sell before the holiday season begins.
  • Highlight move-in readiness: Buyers motivated to close before year-end—sometimes for tax advantages—are drawn to homes that are clean, updated, and move-in ready.

Fall is often overlooked, but it can be a powerful selling season when approached strategically. With the proper staging, curb appeal, and pricing, a home can stand out and attract motivated buyers who are eager to find the right property before year’s end. If you’re considering selling, talk with a Century 21 Discovery agent for a tailored plan to make the most of this season’s opportunities.

Stephanie Goedl

About the author: Stephanie Goedl is Chief Operating Officer and Broker/Owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services we provide contact us at 714.626.2000 or Careers@C21Discovery.com.

The Real Estate Agent’s Guide to Using Your Phone Like a Pro

By Suzy Lins
July 21, 2025

A real estate agent’s most powerful tool isn’t a flashy website or a stack of business cards; it’s their mobile phone. It’s the lifeline of their business, connecting them to clients, leads, and opportunities at all hours. Yet, surprisingly, many agents aren’t using it to its full potential. In this post, we’ll explore simple and effective ways agents can optimize their phone habits to boost their business and present a more polished, professional image.

Answer Your Phone

As salespeople, it may seem obvious that agents would always answer their phones. Yet in reality, many don’t. Some agents rely solely on texting—and some even include that preference in the remarks section of their MLS listings. But in a relationship-based business like real estate, relying only on non-verbal communication is a missed opportunity. The tone, urgency, and emotion in someone’s voice can provide valuable context you won’t get from a text.

Then there are agents who won’t answer calls from unknown numbers. But how many potential leads are being missed simply because someone didn’t recognize the number? Most smartphones now label spam or telemarketing calls, so let technology work for you. A professional answers their phone, or, at the very least, returns the call promptly.

Your Outgoing Voicemail

When someone reaches your voicemail, what do they hear? Does it reflect the professional image you want to project? Take a moment to call yourself from another phone and listen.

A strong outgoing voicemail should include:

  • A friendly greeting
  • Your full name
  • Your brokerage name
  • A prompt for the caller to leave a message
  • (Optional) A timeframe for when they can expect a callback

Be mindful of your recording environment as well. Background noise can be distracting and sound careless. Avoid recording near busy streets, construction sites, or loud indoor spaces.

Your Voicemail Box

Few things are more frustrating than reaching someone’s voicemail only to hear, “This mailbox is full.” It signals disorganization and a lack of follow-through, two qualities you don’t want associated with your business.

Clean out your voicemail messages regularly. And remember: on many phones, deleted voicemails also need to be cleared from the “Deleted Messages” folder to truly free up space. Take a minute to test your voicemail and ensure everything is working properly.

Where Are You Making Your Calls?

Be aware of your surroundings when making or answering business calls. Background noise, whether it’s a sporting event, a crowded restaurant, or street traffic, can make you sound distracted and unprofessional.

If you need to take a call while you’re out and about, it’s okay to answer and politely ask to call back from a quieter location. This not only shows respect for your caller but also helps maintain the quality and focus of your conversation.

Also consider your client’s privacy. Avoid discussing sensitive details in public spaces or where conversations could be overheard. A little awareness goes a long way toward building trust and maintaining professionalism.

The bottom line is, your phone is more than just a tool for your business, it’s a reflection of your brand. Being intentional about how you answer calls, manage your voicemail, and communicate on the go will set you apart as a polished professional real estate agent. Small habits can make a big impression, and in this business, that impression could be the difference between winning or losing your next client.

Suzy Lins

About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

The Ultimate Guide to Time Management for Busy Real Estate Agents

By Joe Lins
June 21, 2025

Managing our time can be a challenge for just about everyone. In today’s world, constant distractions and interruptions are the norm. For real estate agents, many of whom are independent contractors, the challenge is even greater. We’re in charge of our own schedules, which means we decide when to start the day, what to focus on, and when to call it quits. That flexibility can be empowering, but it also requires a lot of discipline.

The good news? A few simple practices can make a big difference. When you start to manage your time with intention, you’ll find yourself getting more done and feeling less stressed in the process. Here are a few practical tips to help you take control of your time and make it work for you, not against you.

Calendar with pen and Century 21 water bottle

Use a Calendar

Whether you prefer a digital calendar or an old-school paper planner, the key is to actually use it every day. Schedule everything: workouts, lunch breaks, prospecting, transactions, client follow-ups, and even time for social media. Before you begin, take a moment to write out everything you do (or should be doing) in a typical day. Don’t forget to block off time for the unexpected because it always shows up.

To-Do Lists

Start each day with a prioritized to-do list that aligns with your calendar. Rank your tasks by importance and urgency. Tools like the Eisenhower Matrix can be a huge help here. It’s a system that President Eisenhower developed to help him prioritize the high-stakes issues he faced, and it works just as well for everyday life. Also, pay attention to your energy levels throughout the day. Save high-focus tasks for the time of day when you’re at your best.

Eliminate Distractions

This one’s tough, but it’s crucial. Put your phone on Do Not Disturb when you need to focus. Avoid aimlessly browsing the internet, and only check email at scheduled times unless you’re waiting on something time-sensitive for a transaction. Try to tackle one task at a time and find a workspace where you can minimize interruptions. It might not always be possible, but even setting boundaries with those around you can help. According to a study by UC Irvine, it takes an average of 8 to 25 minutes to get back on track after an interruption!

Organize Your Workspace

A cluttered desk leads to a cluttered mind. Having a clean and organized workspace also eliminates distractions. Take the time to clear out papers you don’t need by shredding or recycling them. Not sure if you should keep something? Scan it and store it in a labeled folder on your computer. Speaking of which, clean up your email inbox too. File or delete messages so only the essentials remain front and center. Label everything clearly so you’re not wasting time searching for things later.

Create Templates

For any task you repeat regularly, create a checklist or step-by-step template. Whether it’s onboarding a new client or prepping for a listing presentation, templates keep you consistent and save you the mental energy of figuring it out from scratch each time. Just make sure your files are stored in an easy-to-find place with labels that actually make sense to you.

Time management doesn’t have to be perfect to be powerful. The goal isn’t to schedule every second of your life but to create enough structure that your time supports your goals instead of slipping away unnoticed. Start with one or two of these tips and build from there. Small, intentional changes can have a big impact, both on your business and your peace of mind.

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

10 Common Questions About Home Inspections (And Why They Matter)

By Stephanie Goedl
May 21, 2025

When buying a home, there’s a lot to think about—offers, appraisals, escrow, and inspections. For many buyers, the home inspection process can feel like just another box to check. But it’s one of the most important steps in protecting your investment and making sure you’re fully informed about the property you’re purchasing.

Whether you’re a first-time buyer or just need a refresher, here are 10 common questions about home inspections—and why they matter.

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1. What is a home inspection, and do I really need one?

A home inspection is a professional evaluation of a property’s condition, typically done before finalizing a home purchase. Even if the house looks perfect, an inspection can reveal hidden issues that could cost thousands down the line, making it a wise investment for peace of mind.

2. What does a home inspection include?

Most inspections cover the home’s major systems and components, including the roof, plumbing, electrical, HVAC, foundation, attic, and appliances. After the inspection, you’ll receive a detailed report outlining any concerns, defects, or areas that might need attention.

3. What will it cost?

Costs can vary depending on the size, age, and location of the property, but most home inspections cost between $400 and $700. Although it may feel like an added expense, it’s a small price to pay for the valuable insights it provides.

4. Why can’t I do it myself?

Even if you’re handy, only a certified home inspector has the training, tools, and experience to identify structural, mechanical, and safety issues that may not be visible to the average buyer. Their objective report is crucial to making an informed decision.

5. Can a house fail a home inspection?

Not exactly. An inspection doesn’t result in a “pass” or “fail”—instead, it offers a snapshot of the home’s condition. It’s up to the buyer to decide how to move forward based on the findings.

6. How do I find a home inspector?

Your real estate agent can recommend trusted inspectors they’ve worked with. You can also search online or check professional organizations like ASHI (American Society of Home Inspectors) or InterNACHI for qualified professionals.

7. When do I call a home inspector?

Once your offer is accepted, you’ll schedule a home inspection during your contingency or due diligence period. Time is usually limited, so acting quickly is best to keep things moving forward.

8. Do I have to be there?

You’re not required to attend the inspection, but it’s highly recommended. Walking through the property with the inspector lets you ask questions in real time and see any potential issues firsthand.

9. What if the report reveals problems?

Almost every home has a few issues—it’s completely normal. Depending on what’s found, you may be able to negotiate with the seller for repairs, credits, or a price reduction. Your agent will help guide you through those conversations.

10. If the house is in good condition, did I need an inspection?

Yes! A clean report offers peace of mind and can help you plan for future maintenance. It’s reassurance that you’re making a sound investment—and that’s always worth it.

Final Thoughts

A home inspection isn’t just another step in the home-buying process—it’s a powerful tool that helps protect you from unexpected surprises. With the right inspector and guidance from your real estate agent, you’ll be in a much better position to move forward with confidence. At Century 21 Discovery, our agents are here to help you every step of the way.

Stephanie Goedl

About the author: Stephanie Goedl is Chief Operating Officer and Broker/Owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services we provide contact us at 714.626.2069 or Careers@C21Discovery.com.

Are You Ready for the Spring Selling Season?

By Joe Lins
March 21, 2025

Spring has traditionally been the time of year when the real estate market heats up. That was until COVID hit, and since then the last few springs have been anything but typical. Fortunately, 2025 looks to be a return to the traditional spring selling season, where more sellers are ready to put their homes on the market, and buyers are eager to make a move.

As a real estate agent, you need to be prepared to hit the ground running as the weather warms up. The spring market moves fast, and the agents who are best prepared will have a competitive edge. Here are some key steps to get you and your clients ready for a successful Spring Selling Season.

Reach Out to Sellers

Many homeowners have been hesitant to list their homes due to market uncertainties. Now is the time to reconnect with those sellers who have been on the fence.

  • Update Their Home Valuation – Provide an updated Comparative Market Analysis (CMA) to reflect the latest market conditions. Show them how their home compares to recent sales and active listings.
  • Refresh the Net Sheet – Give sellers an updated estimate of their potential net proceeds. Knowing their bottom line can be a powerful motivator to move forward.
  • Help Them Prepare – Offer guidance on home preparation, from decluttering to deep cleaning. Connect them with trusted vendors such as painters, landscapers, stagers, and handyman services to maximize their home’s appeal.
  • Boost Curb Appeal – Remind sellers that first impressions matter. Encourage them to spruce up their landscaping, paint the front door, and make minor repairs to create a welcoming entryway.

Additionally, set realistic expectations regarding pricing, marketing strategies, and timeline. Some sellers may not be aware of the nuances in pricing a home, so it’s essential to educate them on current trends.

Get Your Buyers Pre-Approved

With more buyers entering the market, competition will increase. Ensuring your buyers are financially prepared will give them a stronger position when making offers.

  • Confirm Pre-Approval Status – Some buyers may have been pre-approved months ago, and their financial situation or interest rates may have changed. Encourage them to get an updated pre-approval with a reputable lender.
  • Educate on Financial Do’s and Don’ts – Remind buyers not to make any large purchases, change jobs, or take on new debt before closing on their home. These actions can affect their loan approval.
  • Clarify Their Home Criteria – Work with your buyers to identify their non-negotiables versus their wish list. This will help them move quickly when the right home comes along.
  • Set Up Listing Alerts – Ensure your buyers receive real-time notifications when homes that match their criteria hit the market. In a competitive season, speed is crucial.
  • Network with Other Agents – Let your colleagues know what your buyers are looking for. Off-market or coming-soon listings might be a great match.

Get Your Checklists Ready

Having a well-organized system will save you time and keep your transactions running smoothly.

  • Listing Checklist – Review your process for onboarding new listings. Ensure you have a step-by-step guide that includes pricing strategy discussions, marketing plans, and open house scheduling.
  • Buyer Checklist – Streamline your buyer onboarding process. Have a clear roadmap that outlines financial steps, home tours, offer strategies, and next steps after escrow opens.
  • Marketing Materials – Update your digital and print marketing materials, including social media graphics, email templates, and flyers, to reflect the spring market.
  • Vendor List – Keep a list of trusted vendors ready to share with clients, from inspectors to moving companies. Being a one-stop resource enhances your value as an agent.

Watch Your Business Bloom

The spring selling season moves quickly, and the most prepared agents will thrive. By proactively reaching out to sellers, ensuring buyers are financially ready, and fine-tuning your systems, you’ll set yourself up for a busy and successful season.

Are you ready to make this your best spring yet? Start today, and watch your business bloom!

Joe Lins

About the author: Joe Lins is President, CEO and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team or would like more information about our services, training and coaching we provide, contact Joe at 714.626.2069.

Why Real Estate Agents Need a LinkedIn Account

By Suzy Lins
February 21, 2025

In today’s digital world, having a LinkedIn account is no longer optional for professionals—including real estate agents. While platforms like Instagram, Facebook, and TikTok are great for showcasing properties, LinkedIn offers unique benefits that can elevate your business, expand your network, and establish your authority in the industry. Plus, people on LinkedIn have a different mindset than just the scrolling they do on other social media platforms. They have a business mindset. Here’s why every real estate agent should have an active LinkedIn presence.

Establish a Professional Online Presence

Your LinkedIn profile serves as your digital business card. A well-optimized profile helps you present yourself as a credible and knowledgeable real estate professional. Potential clients, referral partners, and other industry professionals can easily find and learn about your experience, specialties, and achievements.

Expand Your Network and Build Relationships

Real estate is all about relationships. LinkedIn provides a platform to connect with other agents, mortgage lenders, home inspectors, investors, and potential clients. Expanding your network opens the door to new business opportunities, partnerships, and referrals that can help grow your real estate career.

Showcase Your Experience and Achievements

Unlike other social media platforms, LinkedIn provides a structured way to highlight your professional accomplishments. You can display your successes, certifications, awards, and client testimonials, giving prospective clients confidence in your abilities and expertise.

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Position Yourself as a Thought Leader

Sharing market insights, home-buying tips, and real estate trends on LinkedIn positions you as an industry expert. Posting valuable content keeps your connections engaged and establishes your reputation as a knowledgeable and trustworthy professional in the field.

Boost Your Online Visibility

A fully built-out LinkedIn profile can help improve your search engine rankings. When someone Googles your name, your LinkedIn profile often appears at the top of search results, giving potential clients another avenue to learn about you and your services.

Leverage Endorsements and Recommendations

Client testimonials and peer endorsements add credibility to your profile. LinkedIn allows past clients, colleagues, and business partners to leave recommendations, which serve as powerful social proof that you’re a trusted and competent real estate agent.

Integrate with Your Other Marketing Efforts

Your LinkedIn profile complements your overall marketing strategy. You can share blog posts, link to your real estate website, promote your listings, and connect with potential clients in a professional setting. It serves as a central hub for your expertise and a way to direct traffic to your other online platforms.

Final Thoughts

LinkedIn is a powerful tool that can help real estate agents build their brand and grow their business. If you don’t already have a LinkedIn profile, now is the time to create one and start leveraging the platform to boost your career.

Suzy Lins

About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.

From Likes to Listings: The Real Estate Agent’s Guide to a Social Media Audit

By Suzy Lins
January 21, 2024

Are you ready to be audited? Not by the IRS, but by yourself. It’s time for a social media audit! A social media audit is a review of all your business’s social media platforms, looking at various factors. I will break down the process here.

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Make a List

Open a spreadsheet, Google Docs, or Notepad and write down all your social media accounts. List the name or handle of your account. The handle is your @[name of account]. It’s best to keep all your social media handles the same or as similar as you can. Sometimes that won’t be possible if your handle is taken on a specific platform. Consider changing any handle that does not match the others.

Brand Review

Next, write down how many followers you have and review the accounts for brand consistency. Look to see if you have the same information across all your profiles. This includes the profile photo, logo, bio, and any other information allowed in the profiles. Update accounts to create a uniform look across all your social media platforms.

Note any accounts that you do not post to or engage on. If you have an account you haven’t posted on in a while, consider deleting the account. If you’d rather not delete it, you can post to inform your followers that it’s not an active account and direct them to the platform where you are active. This allows you to keep the account handle if you decide to start posting to it in the future.

Content Review

Next up is to review the content of your social media accounts. Include the type of content you are posting and the frequency. Make note of the content that is getting engagement. This is not just the number of likes. Look at the comments and how many times a specific post was shared. Look for patterns. Are your video posts getting more engagement than a photo post, or is it the opposite? If you really want to see what’s working and what is not, take a deep dive into the metrics of each post to analyze the impressions, reach, and engagement.

Audience insights from an Instagram account.
Audience Insights

Audience Insight

Check the insights on your account to understand your audience’s demographics and what type of posts resonate with them. You will be able to see your audience’s gender, age range, and top locations. You can also see what days of the week and times they are most active.

Once you have an idea of your audience, create a “persona” of your ideal client. A persona is a fictional character that represents a target client. Personas help you understand your customers’ needs, behaviors, and pain points. This persona will guide you as you develop your social media strategy and the types of posts you will create.

Competitor Review

Take a look at what your competitors are doing on social media. Identify what types of content are resonating with their followers and see if you can incorporate something similar into your social media content.

Goals

Once you’ve got a handle on where you are right now in your social media journey, you need to decide where you want to go. What are you trying to accomplish with your social media? Below are suggestions for types of goals that will help your career. Pick the ones that will help your business and that you will actually do. Then, develop your social media strategy around those goals.

Build a Strong Personal Brand

  • Showcase your expertise and personality to stand out in a competitive market.
  • Establish trust and relatability with their audience.

Generate Leads

  • Attract potential buyers and sellers through engaging content.
  • Use targeted ads or organic reach to expand their network.

Showcase Listings

  • Highlight properties for sale or rent through visually appealing posts.
  • Use video tours, before-and-after staging photos, or carousel posts to engage potential clients.

Educate Your Audience

  • Share market updates, home-buying tips, and selling advice.
  • Post content that addresses FAQs, such as “How to Get Your Home Ready for Sale.”

Engage with the Community

  • Build connections by promoting local businesses, events, and neighborhoods.
  • Position yourself as the community expert.

Increase Referrals and Word of Mouth

  • Stay top of mind with past clients and encourage them to share content or refer others.

Establish Credibility

  • Share testimonials, reviews, and success stories.
  • Highlight certifications, awards, and years of experience.

Humanize Your Business

  • Post behind-the-scenes content to show the human side of your work.
  • Celebrate milestones or share personal stories to connect with the audience on a deeper level.

Foster Client Relationships

  • Use direct messages and comments to engage one-on-one with clients and prospects.
  • Offer quick responses to inquiries or questions in a professional and friendly manner.

Leverage Visual Content

  • Use Instagram Reels, TikTok videos, or Facebook Lives to showcase dynamic, short-form content.
  • Post high-quality images and videos to make a lasting impression.

Ideally, a social media audit should be done quarterly if not monthly. I realize that sounds like a lot of work, but now that you’ve done all the heavy lifting, it’s just a matter of revisiting your content to see if it’s aligning with your goals and performing. If not, you can make adjustments to optimize your strategy. Incorporating this into your workflow or delegating it to an assistant will ensure that your social media is working in your favor and those “Likes” are turning into “Leads”.

Suzy Lins

About the author: Suzy Lins is the Communications Director for CENTURY 21 Discovery and a Business Etiquette Consultant. For more information about CENTURY 21 Discovery you may call (714) 626-2000.