Podcast Summary: F.I.R.E.D UP with Krista Mashore
Episode: Should Real Estate Agents Use a Personal or Business Account? (Ep. 950)
Release Date: May 21, 2025

Introduction

In episode 950 of F.I.R.E.D UP with Krista Mashore, Krista delves into a pivotal question for real estate professionals: Should you use a personal account or a business account to attract more followers and generate business? Drawing from her extensive experience as a top 1% real estate agent and her success in scaling a business from zero to $70 million in seven years, Krista provides a comprehensive analysis of both strategies to help agents make informed decisions about their social media presence.

Understanding the Platforms

Krista begins by outlining the foundational differences between personal and business accounts on platforms like Facebook and Instagram. She emphasizes that the choice between the two isn't merely about aesthetics but significantly impacts how real estate agents engage with their audience and grow their business.

Pros and Cons of a Business Account

Pros:

1. Analytics and Insights ([00:53])

   • "The pros of having a business account is that you get the analytics and the insights from Facebook and Instagram."
     Krista highlights the importance of data-driven decisions, allowing agents to understand audience behavior and preferences.

2. Advertising Capabilities ([00:53])

   • "You're able to run ads behind that and you can target people locally and more importantly, retarget them." She underscores the power of targeted advertising and retargeting as "the secret sauce" for effective marketing campaigns.

3. Professional Branding ([00:53])

   • "You look more official, more professional, and you're branding your business and yourself." A business account lends credibility and helps in establishing a distinct professional identity.

Cons:

1. Starting from Scratch ([00:53])

   • "You start with zero followers." Transitioning to a business account means building an audience from the ground up, which can be challenging.

2. Impersonal Connection ([00:53])

   • "Just listings and logos and businesses, I think personal about it." Business accounts often lack the personal touch, making it harder to build genuine relationships with followers.

3. Trust Building Difficulties ([00:53])

   • "It's harder to build trust if your face isn't front and center." Without personal interactions, agents may find it difficult to establish trust and rapport with potential clients.

Pros and Cons of a Personal Account

Pros:

1. Established Followers ([00:53])

   • "You already have followers, meaning you already are going to have more leads because you know people there." A personal account comes with an existing network, facilitating easier lead generation and engagement.

2. Relatability ([00:53])

   • "It's more relatable. People are interested in your family life, what you're doing, what you're eating, where you're going." Personal accounts allow agents to share aspects of their lives, making them more approachable and relatable.

3. Versatile Content ([00:53])

   • "It's easier for you to blend in lifestyle, family, community type of content on your personal page." The flexibility to post a variety of content helps in keeping the audience engaged and interested.

Cons:

1. Content Balance ([00:53])

   • "The kind of a personal page is it can be messy, posting both personal and business." Maintaining a balance between personal and professional content can be challenging, potentially confusing the audience.

2. Friend and Family Expectations ([00:53])

   • "Friends and family might get a little confused. You need to have structure to it." Clear guidelines are essential to manage audience expectations and maintain a coherent brand image.

3. Limited Analytics ([00:53])

   • "There's limited analytics unless you switch to a creator or a pro account." Without robust analytics, tracking performance and optimizing content becomes more difficult.

Krista’s Strategic Recommendation

Krista advocates for a hybrid approach, especially beneficial for solo real estate agents. She recommends starting with a personal account and gradually transitioning to a business account. This strategy leverages the existing network and trust built on the personal profile while systematically building a professional presence.

Key Steps:

1. Optimize Personal Bio ([00:53])

   • "Clean up your personal bio. Where you work, who you help, what you specialize in." A clear and professional bio ensures that visitors understand the agent’s expertise and services.

2. Content Structure ([00:53])

   • "30% personal, 30% educational, 30% behind the scenes, and 10% listings." This balanced content mix keeps the audience engaged without overwhelming them with sales pitches.

3. Utilize Instagram Stories ([00:53])

   • "Use Instagram stories daily. Talk about what you're doing. Do quick polls, ask people questions." Stories offer a dynamic way to interact with followers, showcasing the agent’s personality and daily activities.

4. Engagement and Retargeting ([00:53])

   • "Pro tip: If something's working, run an ad behind it through the ads manager." Leveraging successful content through targeted ads can amplify reach and effectiveness.

Personal Opinion:

• Audience Building First:

  • "You need an audience to see you, to get to know you, to like you, and to trust you." Krista emphasizes that building a trusted and engaged audience is foundational to business success, whether on a personal or business account.

• Team Consideration:

  • "If you have a team or brokerage, you have to have a business page." For agents working within teams or brokerages, a business page is essential for collective branding and operations.

Practical Tips and Pro Strategies

• Storytelling Over Selling ([00:53])

  • "Make it more about the consumer, less about you." Storytelling fosters a deeper connection with the audience compared to direct sales tactics.

• Analytics Utilization ([00:53])

  • "You need to know what people like, what are they watching, how long they are there." Understanding audience behavior through analytics allows for content optimization and better engagement.

• Consistency is Key ([00:53])

  • Regular posting and interaction are crucial in maintaining visibility and fostering relationships with followers.

Conclusion and Call to Action

Krista concludes by inviting listeners to reflect on their current social media strategies. She encourages real estate agents to share their experiences with personal versus business accounts and to engage with her content for further growth insights. Additionally, she offers resources such as her books and a three-day event focused on acquiring more listings, reinforcing her commitment to empowering agents to dominate their markets.

Notable Quotes:

• "You don't need a business account to build a business. You need an audience to see you, to get to know you, to like you, and to trust you." ([00:53])

• "Show yourself as the authority, as the professional, but also the personal side of you." ([00:53])

• "If something's working, run an ad behind it through the ads manager." ([00:53])

This episode serves as a strategic guide for real estate agents aiming to optimize their social media presence. By weighing the benefits and drawbacks of personal and business accounts, Krista Mashore equips her listeners with actionable insights to enhance their digital marketing efforts and achieve business growth.