Six Tips to Create Your Online Story

RE Magazine — Summer 2017

It can be a real struggle—day after day, week after week and month after month—to come up with creative content for your social media channels to tell your online story.

As someone who has helped to manage multiple social media channels for many brands and organizations (including my own), I can tell you first-hand, that sometimes it can feel like you are on a bit of a hamster wheel when it comes to content.

The key to getting a high level of engagement, likes, reach and clicks on any platform —depends a lot on the type of content you consistently put out there.

Before I think about posting anything to social media—I always ask myself: “Would I share this? Is this interesting? Funny? Creative?”

If the answer is ‘No,’ then I re-think posting about it.

Think about your own behavior. If you are like most people, we consume social media content during moments of our day; standing in line at the grocery store, watching our favorite TV show or sitting in the car waiting to pick up our kids. And, as we scroll—we stop on things that catch our eye; the funny video, the poignant story, the silly photos.

So, how can you tell your story online in a fresh, real, engaging and entertaining way, but still do so in a short period of time on a low budget?

Keep reading, because these are some of my tried and true favorite tips…


Build your team.

Sometimes it helps to have a little help when it comes to content creation—whether it’s written blog posts, videos or graphics. Many times you can hire a freelancer on a project basis, and although this is money out of your pocket—it may save you a great deal of time by having a professional copywriter, graphic designer or videographer assist in creating your content. There are some great sites like Upwork and Guru that allow you to hire freelancers on a per project basis that works for you.


A picture is worth a thousand words.

Did you know, when people hear information, they’re likely to remember only 10% of that information three days later? However, if a relevant image is paired with that same information, people retained 65% of the information three days later. In fact, 46% of marketers say photography is critical to their current marketing and storytelling strategies. Using tools like Canva, Piktochart or Design Feed can help turn a post that is just ok—to a post that is awesome!


Say yes to something that scares you.

Is there room in your social media content to tow the line? To push the envelope? Have fun, have an opinion and embrace who you are!


Pay attention to what your clients are asking you.

For one week, carry a notepad and every time one of your clients asks you a question—write it down. By the end of the week, you should have a good running list of questions that you can then create content for—whether it’s blog posts, short videos, live stream videos, etc.

Instead of creating content we think our audience will like, create content that your audience is asking for!


Use emojis!

Emojis are so effective in email subject lines, but also in your social media posts. They help your message stand-out and share the voice inflection that goes along with a post, that sometimes get lost in translation. If you start to use the same emojiis regularly, they can be part of your brand.


Add humor and entertainment.

Katie Lance's screenshot of one of her humorous Facebook posts

People love to laugh—you may not feel like you have funny things to create, but look for funny or entertaining content online that you can share. Also, look for moments of opportunity to share a real story—especially if it’s a funny life story. When you share something funny and real—you also help people find you more relatable. I also love to share funny quotes or sayings about my industry. Here is a great example; this post above is from a photo I snapped as I was out and about shopping. I snapped a quick picture and put it on my business page and to date, this is one of the most engaged posts on my page with 220 reactions (likes, hearts, etc.), and 30 shares. By being in the right frame of mind to always be on the lookout for great content—especially when it’s funny can make a big difference!

SEVEN Bonus tip!

Be Useful and specific.

When you can create content that is useful and specific— people are more likely to click and share it. For example, you may create a short video, “How to Get Your Home Ready for the Market” OR you can create a video instead called: “3 Ways to Get Your Home Ready for the Market this Summer.” Both videos would probably be helpful and relevant content—but when you can be specific (i.e. “3 ways”) and also relevant to the time of day or year (i.e. “summer”)— it makes a huge difference.

EIGHT Bonus tip!

Be a storyteller.

Everyone loves a great story! Start thinking about why you love what you do, who you love working with the most and what types of clients you would like to work with more. Are there stories you can share? Be intentional about writing down a few specific stories or examples of clients you have worked with and could share. Here’s an example of some of the stories you may have:

  • The family who relocated across country and only had a weekend to find their home, and you did that for them.
  • The young couple who didn’t think they could buy their first home, but you introduced them to your go-to lender who was able to advise them on down-payment assistance that allowed them to get that first house.
  • The family whose parents passed away unexpectedly and you had to quickly clean and list the house, and you ended up selling it faster for more than expected.

We all have these stories—but what if you thought about how you could tell those stories in an authentic way through your blog, graphics or video? Especially—live video like Facebook Live or Periscope are great ways to showcase your stories.

At the end of the day, spending time to create content to tell your online story will help you generate more business and continue to help you stay top of mind with your past clients.

Are you ready to shake things up and not share the ‘same old, same old?’ I hope some of these tips helped you!



About the Author

Katie Lance

Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm. 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. Her #GetSocialSmart Academy features on-demand social media education to help real estate professionals take their social media strategy to the next level. For more information, please go to and use the promo code WAREALTOR to save $30 off your monthly membership in to the academy.



  1. RadEditor - HTML WYSIWYG Editor. MS Word-like content editing experience thanks to a rich set of formatting tools, dropdowns, dialogs, system modules and built-in spell-check.
    RadEditor's components - toolbar, content area, modes and modules
    Toolbar's wrapper 
    Content area wrapper
    RadEditor's bottom area: Design, Html and Preview modes, Statistics module and resize handle.
    It contains RadEditor's Modes/views (HTML, Design and Preview), Statistics and Resizer
    Editor Mode buttonsStatistics moduleEditor resizer
    RadEditor's Modules - special tools used to provide extra information such as Tag Inspector, Real Time HTML Viewer, Tag Properties and other.


© 2019 Washington REALTORS® - All rights reserved. Articles found on the Washington REALTORS® website are intended for Washington REALTOR® members. None of the information contained herein constitutes legal counsel. Opinions expressed in the articles are those of the contributors. If you are a Washington REALTORS® member and have questions about reprint rights, RE Magazine or WR app content, please contact Cara McNeil at (360) 943-3100 x 126 or email

You might also be interested in...