In the midst of the COVID-19 outbreak, it can be challenging to figure out how to market your business. Anxieties are running high and people are being hyper-vigilant about what is being posted to social media.

As we all adapt to the new “norm” that is social distancing, lockdowns and stay-at-home orders, your business must acclimate to this new way of living. If you haven’t already, you should modify your content calendar for the next few months. Something that might have been deemed commonplace last week could be inappropriate this week.

However, now more than ever is the time to shine on social media. According to a recent report, Facebook and Instagram have seen a 40% increase in usage due to COVID-19, with views for Instagram Live and Facebook Live nearly doubling in one week!

As a real estate agent or broker, it is imperative to stay connected with clients, and social media is a great way to do that. Although it’s not advisable to stop selling completely, providing helpful information to your audience, while also sprinkling in up-to-date yet relevant news about how the Coronavirus might be affecting your business is a positive shift for your social media.

Nevertheless, most of us have never been through a global pandemic to this magnitude before so navigating through this is a first for most, if not all of us. Nearly every person and business on Earth is being affected by COVID-19 in some way, shape or form. Supporting one another, spreading positivity and setting a good example for your audience is the best way to showcase how you and your brand are adjusting to the pandemic.

So, how should your business navigate social media during COVID-19? Keep reading to find out!

#1 - Show acknowledgment and gratitude.

Let your audience know that you are there for them and are willing to help. Hop on Instagram live to answer questions about the current state of your business or create a post about an organization you’re passionate about like Joyce Rey did below. 

It is critical that you show your followers that you have acknowledged what is going on and are taking the appropriate steps to pivot your business to this new normal.

Broker/Owner Amy Wienands asked her followers to recommend locally-owned businesses still offering delivery or carryout.

This is an excellent example of a business acknowledging the current climate and showing gratitude from one small business to another. While keeping consistent with your brand identity, establish organic value and education on your social media platforms. Evaluate what works best for your business and run with it. Being authentic and staying true to your core values is key.

Unsure how to respond to the global pandemic? Don’t sweat it, we’re all navigating through this together! You don’t have to create a massive campaign addressing COVID-19, but a simple thank you can go a long way in resonating with your audience. The Joy Daniels Real Estate Group easily and effectively addressed the issue on their social media while thanking all the workers on the front lines of our health crisis.

#2 - Be in the know.

The news is changing fast, so be mindful of scheduling out content too far in advance and use good judgment on whether something needs to be spoken about on your social media. Pay close attention to the news as well as updates in your city and state to ensure that the content you are posting is consistent with the news at that point and time. It’s critical that you double-check that the source is verified. Also, keep in mind that sometimes it’s better not to react at all. Additionally, monitor the NAR and your local MLS for policy changes. What might be allowed in one town over, could be prohibited where you are.

Remind yourself that everyone is being affected by this in different ways. Binge-watching yet another Netflix show in one sitting (looking at you, Tiger King) because you can’t leave the house might seem dull, but others have lost their jobs, are sick or are tending to someone who is.

Take extra precaution with your tone because someone who is facing a different situation than you might take offense or see the post as tone-deaf. That means you might want to hold off on posting that meme right now. This doesn’t mean you can’t have any fun on your social media during this time, it means that you should be mindful of other people experiencing different realities and show empathy for what they’re going through.

#3 - Whatever you do, don’t stop posting.

 As a result of the Coronavirus, usage of social media platforms has skyrocketed. Connecting with your followers during this time will be vital for your business. Showcase that you are open for business and are ready to help. This does not mean you should profit off the pandemic or turn it into a platform to promote. NextHome created a helpful graphic to show clients that they have options if they want to start looking for a home or finish up the home buying process.

Another example is eXp Realty’s post about utilizing virtual tools to curtail the spread of COVID-19.

Take a good look at your business and provide a list of virtual services to your clients so they know what to expect from your company at this time. Communicate expectations and offer services that will guide your clients in the right direction.

If you have clients who aren’t quite ready to buy a home or sell theirs, introduce them to our Coming Soon Homes program.

Sellers can handpick the date their home hits the market...and begin generating an online buzz, in the meantime! No showings, lockboxes or for sale signs...yet!

Buyers can browse through pre-market homes and get notified the second the property hits the market.

Are you an agent, team, or brokerage that needs some extra help? Join our Coming Soon Homes marketing program! Leave it to the experts to create and post custom content to your social media platforms. Additionally, you’ll get access to:

• Your very own website
• National listing exposure 
• Our CRM and listing widget 
• Automated email marketing, and so much more!

#4 - Discover what your followers need.

Think about what your audience is doing (hopefully, social distancing) and how they are feeling at this point and time. Provide organic value to your followers by sharing value and educational based content. Real estate broker and TV personality, Ryan Serhant posted an Instagram story on how his team is having fun at home.

While most of the world is under stay-at-home orders, you can make the best of it on your social media by offering helpful, organic content. Create a list of binge-worthy shows and movies, DIY projects to do around the house, recipes, at-home workouts and share a couple each week.

This is a good time to tap into you or your team members' talents. Are you an amazing drawer? Do you have a self-proclaimed chef on your team? A fitness guru? Have them shoot a quick video of themselves demonstrating their talent. Additionally, ask your audience what they have been doing while in quarantine. This is an easy way to drive engagement and stay in touch with your following.

The Agency took a little bit of a different approach and posted one of their team members taking a break from his work from home duties to play with his baby.

Remember to be genuine when posting. Brand awareness is a major power player here. We do not recommend going and copying what other people are doing. On the other hand, we do encourage you to get ideas from other people and make them into your own.

Stay true to your brand and be authentic.

As mentioned before, no one is an expert at social media marketing during a global pandemic. We’re navigating through these tough times together so as long as you follow these guidelines to the best of your ability, you should be in the clear.