The downside of social media is that, nowadays, anyone can have and maintain a presence to use their voice. The upside is that, of course, anyone can have and maintain a presence to use their voice. 

When considered in the context of women in the UK not being granted equal suffrage to even vote until 1928, this equity of expression through social media can be viewed as a tool the Pankhursts would have been delighted by.

As a woman in the traditionally male-dominated field of property, harnessing the power of social media can open doors to new opportunities, establish your authority, and connect you with a broader audience. However, navigating this digital landscape also requires resilience and a strategic approach to counteract the potential for negative interactions.

Advancing Your Career

Social media platforms like LinkedIn, Instagram, and even Facebook offer unparalleled opportunities to showcase your expertise, achievements, and professional journey. By regularly sharing insights, success stories, and industry trends, you can position yourself as a thought leader. Engaging with industry discussions, participating in webinars, and networking with key players can significantly elevate your profile and attract career-boosting opportunities.

Top tip: Ensure your profiles are all optimised to show what you do and what you’re interested in – from the cover image/banner, your profile picture, accompanying captions, the headline/bio etc. Most importantly, make it easy to book a call with you, buy from you, book a demo – whatever it is that is the start of your funnel.

Building a Personal Brand

Creating a strong personal brand is crucial in standing out within the competitive property market. Consistency is key: maintain a cohesive visual style and tone across all your platforms. Share valuable content that reflects your expertise and passion for property, such as market analysis, projects, or client testimonials. Personal anecdotes and behind-the-scenes glimpses can humanise you, making you more relatable and memorable. Remember, authenticity builds trust, which is essential for long-term success.

Top tip: It’s ok to have an online persona that’s not identical to you at home with your friends or family. A bit like how ‘work you’ might be unrecognisable to your pub friends! Just ensure it’s easy for you to slip into so you maintain that consistency that represents reliability and therefore, trustworthiness.

Representing Your Company

As an ambassador for your company, your social media presence should align with its values and goals. Highlight your company’s achievements, share updates on projects, and showcase the team’s expertise. This not only enhances your personal brand but also strengthens your company’s reputation. Balancing promotional content with educational and inspirational posts can create a well-rounded online persona that resonates with your audience.

Handling Negative Interactions

Despite the many benefits, social media can sometimes expose you to rudeness or even, at times, cruelty. Developing personal resilience is essential to navigate these challenges effectively. Here are some strategies to build resilience:

Maintain Perspective: Understand that negative comments often reflect more about the commenter than about you. Keep your focus on constructive feedback and genuine engagement.

Create Boundaries: Limit your exposure to negativity by moderating comments and blocking or muting individuals who consistently exhibit toxic behaviour. You can also set up different profiles or privacy settings on Facebook, for example, to keep your family photos for only certain eyes only.

Seek Support: Connect with a network of like-minded professionals who can offer advice and encouragement. Online communities and professional groups can be great sources of support. The Women in Residential Property Facebook group is a great resource for advice, support, and encouragement from fellow professionals.

Self-Care: Regularly engage in activities that rejuvenate you, whether it’s exercise, reading, or spending time with loved ones. A balanced lifestyle enhances your ability to cope with stress. Even drinking your coffee mindfully, really noticing the scent, the colour, the feel of the mug in your hands, etc, can be a moment of ‘self-care’; it doesn’t have to mean wallowing in a bath for hours – sometimes that’s just not achievable with everything else we’re juggling!

The benefits of using social media as a woman in property far outweigh the negatives. By strategically building your personal brand, representing your company effectively, and cultivating resilience against negativity, you can leverage social media to propel your career forward. Embrace the power of these platforms to showcase your expertise, connect with industry leaders, and establish yourself as a formidable presence in the property market. With the right approach, social media can be a transformative tool for personal and professional growth.

Who to contact?

Please contact Elle Wood if you have any enquiries or wish to discuss the contents of this article further.