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Social Media

Introduction: Why Social Media is Your Modern-Day Open House

In today's real estate market, social media is not optional — it's essential. Gary Vaynerchuk, a pioneer in modern marketing, says it best: "Attention is the most valuable asset." If you're not capturing attention online, you're missing opportunities every day. Social media is your open house, your farming flyer, your networking event — available 24/7 to thousands of people. It's time to stop thinking of it as "extra" and start seeing it as your core marketing strategy.

This section will walk you through specific, actionable ways to use social media to build your brand, generate leads, and close more deals.

1. Document, Don't Just Create

Don't overthink content. Document your journey.

  • Behind-the-Scenes: Show day-to-day life as an agent: staging a listing, attending an inspection, prepping for an open house.

  • Wins and Lessons: Share success stories AND challenges. Authenticity builds trust.

  • Daily Thoughts: Post quick market insights, tips for buyers and sellers, or your "thought of the day" about real estate.

People don't just want perfect photos — they want access to the real you.

Key Action: Start filming short clips daily. Even 30 seconds is valuable.

2. The "Content Pyramid" Strategy

One piece of content can create many. Here's how to apply it:

  • Record a long-form video (e.g., market update, home tour, client tips).

  • Chop it into micro-content: 10–30 second clips for Instagram Reels, TikTok, Facebook.

  • Turn key points into graphics: Market stat infographics, quote cards.

  • Write a blog post or LinkedIn article from the video.

  • Send an email blast using highlights.

Key Action: Maximize every piece of effort. One big idea = 10+ posts.

3. Be Where the Eyeballs Are

 "Don't create friction." Go where people already are. For real estate agents today:

  • Instagram: Stories, Reels, Carousels (perfect for quick listing videos and market updates).

  • Facebook: Local groups, Marketplace listings, live streams.

  • TikTok: Fun, relatable short videos — "3 Things to Know Before You Buy Your First Home" style content works well.

  • LinkedIn: Professional networking, success stories, thought leadership.

  • YouTube: Longer videos — virtual tours, neighborhood guides, real estate Q&A.

Key Action: Pick 2-3 platforms and be consistent.

4. Engage, Don't Just Post

 "Content" without engagement is just noise.

  • Comment thoughtfully on other people's posts.

  • Answer every comment on your content.

  • DM people who engage with you. Start conversations.

  • Like and share posts from local businesses, clients, and community pages.

Key Action: Spend at least 15 minutes a day engaging, not just posting.

5. Focus on Community, Not Just Listings

People don't want to be "sold" — they want to connect.

  • Spotlight local businesses (cafes, gyms, markets) in your stories.

  • Feature local events (farmers markets, charity runs, festivals).

  • Share client milestones (with permission) like "Congratulations to John and Jane on their first home!"

  • Create a "Life in [Your City]" series showing the best parts of living in your market.

Key Action: Become the "Mayor" of your community online.

6. Paid Ads for Amplification

Right now, social media ads are still a steal compared to traditional marketing.

  • Boost open houses to a geo-targeted audience.

  • Promote your brand videos to homeowners in your farm area.

  • Retarget website visitors with Facebook Pixel ads.

Key Action: Allocate a small monthly budget ($100-$300) to boost your best content.

7. Consistency Over Perfection

Your first videos will be awkward. Your first posts might flop. It doesn't matter.

  • Consistency builds trust.

  • Volume beats perfection.

  • Momentum beats hesitation.

Key Action: Post something 5 days a week — even if it's just a market stat, a story, or a selfie at a showing.

Closing Thought: Be a Media Company That Sells Real Estate

 "Every business must become a media company."

You are not just a real estate agent. You are a brand. You are a storyteller. You are the bridge between where people are and where they want to be.

Social media gives you the tools — the only thing missing is your voice.

Start today. Stay consistent. Play the long game. The agents who build their brand online now will dominate the market tomorrow.

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