In this episode of Hoole Decode, Melanie Hoole is joined by Danielle and Frank to discuss the rapid changes in social and digital media platforms, particularly in relation to real estate marketing. The conversation focuses on why platforms evolve, how governments regulate social media, and what real estate professionals should do to maintain their online presence.

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Key Discussion Points

1. TikTok ban in the U.S.

  • The U.S. Supreme Court recently upheld a decision to ban TikTok due to concerns over national security and potential data sharing with the Chinese government.
  • Donald Trump intervened, granting a 75-day reprieve.
  • There are two key concerns:
    • The possibility of data being shared with the Chinese government.
    • The ability of TikTok to influence political narratives.
  • Similar concerns exist in Australia, where TikTok is banned on government-issued devices.

2. The role of social media in political influence

  • Social media platforms have significant power in shaping public opinion, sometimes rivalling traditional government-controlled news sources.
  • Governments worldwide are now reacting to the influence these platforms have, implementing regulations to control their reach.
  • Platforms like Facebook and Instagram have historically mimicked successful features from competitors (e.g., Instagram Stories copying Snapchat, Reels copying TikTok).

3. Instagram’s recent layout change

  • On the same day as the TikTok ban, Instagram switched from a square (1:1) format to a vertical (4:5) aspect ratio.
  • This change aligns Instagram’s layout more closely with TikTok, reinforcing the ongoing rivalry between social media giants.
  • However, the transition has been inconsistent across devices, frustrating marketers who rely on platform consistency.

4. Implications for real estate professionals

  • Diversification is key: Relying on a single platform (e.g., TikTok) for marketing is risky. If it gets banned or undergoes major changes, businesses could lose their audience.
  • Omnichannel presence: Real estate agents should be active across multiple platforms (Instagram, LinkedIn, Facebook, YouTube, email marketing) to ensure reach and visibility.
  • Social media as a teaser tool: The goal should be to drive traffic to owned assets like a website, where agents have full control over their audience and messaging.

5. The challenge for solo marketers

  • Many real estate offices have a single marketing professional managing everything.
  • Changes in social media layouts and algorithms create additional stress and workload.
  • Agencies like Hoole can provide support, reducing the time needed to adapt to changes.

6. Design and branding Considerations

  • Adaptability: Canva’s resize feature helps marketers quickly adjust content formats.
  • Consistency: Branding elements (colours, fonts, logos) should remain the same across platforms to maintain recognition.
  • Platform-specific content: Each platform has a unique audience and content format (e.g., video-heavy TikTok vs. professional LinkedIn).

Key takeaways

  • Stay diversified: Don’t rely solely on one platform; build an omnichannel strategy.
  • Own your audience: Prioritise platforms where you control customer data (e.g., website, email lists).
  • Be flexible and adaptable: Social media will always evolve; businesses must be ready to pivot quickly.
  • Focus on consistency over entertainment: Real estate marketing is about building trust, not just gaining likes or views.
  • Leverage tools like Canva: They help adjust branding elements seamlessly across platforms.

Final thoughts

The digital marketing landscape is constantly shifting. Real estate professionals must stay informed, remain adaptable, and focus on consistency to maintain visibility and credibility.

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Written by Melanie Hoole

My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.