Since X (formerly known as Twitter) changed ownership in 2022, new social media platforms have started to pop up or gain traction to capture the audience leaving X. 

One of the most notable platforms is Bluesky. 

Like with so many other new social media platforms, you might wonder if you should get on the bandwagon and invest in it as part of your social media strategy for real estate. 

Keep reading to learn more about Bluesky for real estate to help you decide if it’s right for you and your business.

So, what is Bluesky?

Since opening the platform to the public in February of 2024, Bluesky has acquired over 27 million users. From the very beginning, the platform’s goal has been to create “an open foundation for the social internet so that we can all shape its future,” meaning that users will have more freedom to curate the content they want to see and have more control over the content they create. 

What is the difference between Bluesky and X (Twitter)?

Bluesky:

• is a decentralized platform
• offers hashtag customization
• doesn’t offer monetization, paid ads, or analytics
• has limited profile customization
• can’t natively schedule posts
• doesn’t allow polls, stories, or live streaming
• doesn’t have verification badges

Both:

• have character limits
• suggest content you might like based on your interests
• allow you to post images, videos, & gifs 
• allow you to follow users, brands, and businesses
• give you the ability to engage in public conversations 

X and Bluesky are rather similar in their basic features, however, the biggest differences between the two platforms can be seen with X Pro, the paid upgrade on the platform. X Pro allows users:

• to get a verification badge
• paid subscriptions
• set up a social inbox
• post up to 4,000 characters
• schedule posts 
• to edit their posts shortly after posting
• access to analytics
• advertising and monetization

How to Use Bluesky for Real Estate

1. Post a variety of content: You can post text (up to 300 characters), images, videos (up to 60 seconds), and GIFs. What to post exactly depends on your social media strategy! Are you looking to be a thought leader? Post about news trends in the industry, market, or your community. Do you want your listings to reach a broader audience? Leverage images and videos to show off some of your favorite listings or some great areas in your community. 
2. Interact with your community: A major focus of this platform is to be able to talk to others who have a shared interest, whether it’s other real estate agents or brokers, local businesses or public figures, or simply those living in your community. 
3. Join in on timely conversations or start your own: Just like X, Bluesky is a social platform where you can leverage your following or hashtags to join in on trending topics or start your own. Is there breaking news in the real estate industry? Are there new and exciting things happening in your community? Offering your thoughts as things happen demonstrates that you’re actively paying attention and are engaged in the industry and your community. 
4. Increase your online presence and trustworthiness: By verifying your account with a custom domain, you can ensure that your brand recognition stays with you across all platforms, making it easier for users to find you online. 

Benefits of Bluesky for Real Estate

As with any other social media platform, it’s important to consider your current real estate social media strategy and business goals. 

Do you currently have a significant following on X? Is your audience also moving to Bluesky? Alternatively, is there an opportunity for you to be one of the early adopters and capture an audience as they move over to become a leader in your industry on the platform? 

• Get in early: If you’re one of the earliest users on Bluesky, you can start building up your following sooner without a lot of competition. You’re able to stand out and establish yourself. 
• Engage with smaller online communities: Similarly, by joining before it gets too crowded, you can have a closer relationship with your audience and intended community. 
• More organic discovery: Bluesky is leaning into a much simpler algorithm than other platforms. Doing so increases your chances of being discovered more organically and reaching your intended audience, increasing your engagement and following. This is also a great opportunity for those with a small advertising budget and looking for a way to stand out without having to compete with major players on other platforms.
• Pivot your social media strategy with low stakes: Since Bluesky is still a very new platform, those looking to change things up can test out new messaging, content, and engagement strategies without putting their brand in the spotlight immediately. Since one platform doesn’t work for everyone, moving to Bluesky might be the better platform for you and your business. 

Why Bluesky Might Not Be the Platform for You

• Smaller number of users: If you’re looking to increase your reach and brand awareness to a much wider audience, joining Bluesky might not be the best option for you since it’s still growing. Though it’s gaining in popularity fast, it’ll still take a while to reach the number of users that Facebook, TikTok, and Instagram have. 
• No advertising: Bluesky currently doesn’t support any advertising. If you’re looking to boost posts or target specific audiences, this platform might not make the most sense for you. 
• Limited integrations: Because Bluesky is still new, it might not have all the robust tools or integrations you’re looking for in a social media platform, such as analytics and scheduling software. 
• Time commitment: Every time you add a social media platform to your strategy, you’re increasing the time and effort you have to spend creating content, which might not work for a smaller brokerage, team, or individual agent.

At the end of the day, if Bluesky aligns with your goals and you’re able to give the platform the time and effort it needs to be effective, it can be a great option to continue to grow your online presence! On the flip side, if you’re already stretched too thin and won’t be able to keep up with the fast-paced nature of the platform, it might not be the best to join. If you’re interested but unsure if it’ll have the desired impact on your business, consider creating a profile so you can hold your username and monitor Bluesky’s impact. 

As always, using social media for your digital marketing strategy for real estate should be leveraged in conjunction with other platforms and your website to give you and your business the online foundation it needs to help you stand out. 

Looking to create an effective digital strategy? Reach out!