I recently stepped into mentoring new agents, and during one of our meetings we got on the topic of social media. As we talked through all the different ways you can post, I started noticing it shifted into overwhelm. When you can post nearly anything, how do you know where to start?

That conversation inspired this post. I’ll break down why posting on social media actually helps your business, as well as the how, and a simple action plan to follow.

“The Why” Behind Posting to Socials

Visibility: reframing your profession + staying top of mind

Market Fluency: the key to being informed + credible

Confidence: time spent working in the industry + repetition

Lead Generation: calls to action + intentional engagement

The How: Content Pillars

These are the core four content pillars.

Visibility

People need time to associate you to a different career. If you’re new to the industry, it can take six months – a year for a person to fully connect you to your role as an agent. That’s why consistency, reminders, and presence matter. This shifts how people perceive you over time.

The more you post and engage online, the more top of mind you become. Respond to your DMs and engage with your followers *like, comment, story reply*.

Market Fluency

Reshare market stats, information you learned from classes or office tours, and share new development happening around the area. That could be residential or lifestyle – restaurants, shopping, new attractions opening up. It’s all important.

Confidence

Give a glimpse of you actively working in the industry. Take photos / videos of properties you previewed or showed. They don’t even need to be actual showings; they can be from open houses, broker open, or from touring new builds(caption idea: “just toured this $14mil property in _______ (area)”. If you’re working from a coffee shop, take a photo inside and note “office view for the day”. The more time shown working in the industry, the more natural it feels to the people following along.

Lead Generation

Add a call to action at the end of your posts. Something like: “If you or anyone you know are looking to buy / sell, feel free to DM me”, or “If you’d like a complimentary property analysis, feel free to reach out.” Your goal is to make it easy for people to take the next step. From there, move it to a phone call, in-person meeting, or property walkthrough. *Because we don’t give accurate estimates without viewing the property in person.*

Also. Buyers / sellers aren’t your only lead gen possibilities. Reach out to out-of-market agents and mention if they’re ever in your city you’d like to connect over coffee or host them for a tour. Referrals from other agents can be incredibly valuable. This is actually how I landed my first million-dollar deal. Read here: My Secret Sauce to Generating Leads

The Action Plan: Breaking It Down

The goal is to keep it simple but repeatable: Post to your story or feed (3x/week). If you have more time available to dedicate to this, great. Do what works for you. 

Post Day #1

Working in the industry: On tour, office for the day, work views, open houses, broker opens

Post Day #2

What’s happening in the city and lifestyle / development

Post Day #3

Market insights and stats

At the end of each story or post, include a call to action. And don’t just post, engage directly after. This is what increases eyes on your content.

For Travel Weeks

If you want to stay consistent while traveling, be intentional. Set up coffee, quick hangs, or casual meet-up with agents to get to know their market. Snap photos of the office or with the agent and mention something like: “building my referral network”, then tag the office, agent, &/or location. This shows you’re connected beyond your local market – and that you can help clients anywhere. It also keeps you top of mind and opens the door for future referrals.

The Takeaway

There will be days where you don’t feel like posting or putting yourself out there. That’s completely normal. Do it anyway. Momentum isn’t built on motivation, it’s built on action and repetition. Most people aren’t paying attention to one post… they’re paying attention to how consistently you show up. Over time, they start to recognize you. They see you working. Trust builds. So when the timing lines up, you’re already the person they think of.

You might like: The Un-Stuffy Stock Image Websites I Use, Building a Referral Network Through Genuine Connection or 8 Things to Do Before Your Brand Video Shoot