Social media is a goldmine for real estate agents looking to generate leads, build relationships, and establish themselves as local experts. But there are still so many agents that struggle to see real results from social!
I talk to hundreds, if not thousands, of agents each week. Most recently, in a poll of over 1,000 agents, more than 83% admitted to not being consistent when posting on social media. (By the way, I consider consistency to be three or more posts per week for at least two consecutive months.)
A lot of your frustrations could simply be fixed if you were just CONSISTENT (I really want to lovingly hammer that into your brain), but I get why that’s easier said than done. And one of the biggest reasons? You don’t know what to post, or you haven’t seen results from your efforts—so it’s harder to justify spending time on it, right?
If you’re not consistently generating leads from platforms like Instagram, Facebook, or TikTok, chances are you’re making at least one of these common mistakes. (And if you follow me on Instagram, you know I call these REALTOR RED FLAGS!)
Let’s break down the four biggest social media mistakes real estate agents make—and, more importantly, how to fix them!
Mistake #1: Treating Social Media Like a Billboard, Not a Conversation
The Problem
Many Realtors treat their social media like a digital billboard—posting nothing but listings, open house graphics, and just sold Canva templates. While these posts have their place, they don’t create engagement.
P.S. If you’re feeling a little called out (and maybe even slightly irritated), that’s usually a sign you should keep reading.
The reality is, people don’t come to social media to be sold to. They come for connection, entertainment, and—let’s be honest—to silently judge their former acquaintances. Oops… I mean, they come for value.
If your page is nothing but “BUY THIS HOUSE” content, you’re pushing potential clients away.
The Fix
If you want to get better engagement, and, more importantly, turn followers into leads, you need to do more than just advertise.
Here are a few ways to do just that:
- Follow the 80/20 Rule: 80% of your content should provide value, entertain, or educate. Only 20% (or less) should be promotional. (Pro Tip: I recommend keeping your promotional content to your stories as much as possible—specially open house updates, because that open house post is irrelevant the day after you post it! So why should it live on your feed forever?!)
- Use stories and behind-the-scenes content: Show your personality! Share a “day in the life” of a real estate agent, funny client stories, or real-time market updates.
- Reply to every comment and DM: I’ll be the first to admit that this can be challenging. But the importance of this is next level! Social media is a big conversation, not just a one-way broadcast!
Engaging with people makes them more likely to trust you.
Mistake #2: Ignoring Video Content (Especially Short-Form Video)
The Problem
Many real estate agents avoid video content because they feel nervous or shy on camera—and that’s okay! I started the same way. But the more you do it, the easier it gets. That I can promise you.
Short-form video platforms like Instagram Reels, TikTok, and YouTube Shorts are the #1 way to get organic reach and engagement right now. And the best part? They’re incredibly easy to repurpose across multiple platforms.
If you’re only posting static images or text updates, you’re missing out on massive lead-generating potential.
The Fix
You don’t need to be a pro to create engaging videos—just start recording!
- Use short-form videos to answer common real estate questions: “Should you buy now or wait? Here’s what’s happening in the market!” OR “3 things first-time homebuyers should NEVER do!”
- Polarity is Power: Be BOLD with statements and predictions. For example, I was very confident that TikTok would NOT be banned, and I made lots of content about it. And while I was fully prepared to eat my words, being bold in those claims created great conversation (and engagement).
- Use trending sounds & captions: TikTok and Instagram Reels reward content that leverages trending audio—so hop on trends with a real estate twist!
Mistake #3: Not Positioning Yourself as the Local Expert
The Problem
If your content is too generic, potential clients won’t see you as the go-to real estate expert in your area.
For example, if you’re only sharing national real estate trends or generic home-buying tips, you’re blending in with every other agent online.
Local buyers and sellers want an expert who understands their market! This doesn’t mean you have to turn into a local tour guide, but you need to quickly and easily stand out as the go-to person.
The Fix
Start positioning yourself as a local real estate expert by focusing on hyper-local content.
- Talk about your local market: “Here’s what $500K can get you in [Your City] right now!” OR “The #1 neighborhood for families in [Your City]—and why everyone is moving here!”
- Highlight local businesses & events: Feature local coffee shops, restaurants, or parks to build trust and expand your reach. Share upcoming community events and neighborhood highlights.
- Interview other local service providers and creators: Talk to mortgage brokers, home inspectors, interior designers, influencers, restaurant owners, etc., to provide valuable insights to your audience.
Pro Tip: You can also ‘collab’ these posts on Instagram using that feature to get exposure from both your audience and theirs!
By focusing on local content, you’ll attract real buyers and sellers in your market—not just passive followers. It can also make the content creation process easier. Chances are you already have lots of things you love about your local area, so it should be simple to come up with more local content ideas!
Mistake #4: Not Having a Lead Capture Strategy
The Problem
Getting likes and followers is great, but they mean nothing if you’re not turning them into actual leads! Most realtors fail to have a clear strategy for moving their social media audience from followers to clients.
The Fix
You need a system that funnels your audience into a direct communication channel… like email or text.
- Use lead magnets: Offer creative niche-specific lead magnets in exchange for their contact info. If you need help with this process, you can check out this quick 10-minute training on how to turn your IG into a lead capture funnel!
- Create a landing page for lead capture: Instead of just linking to your website, use a simple landing page that asks for their name and email before giving them the free resource. We have templates you can use inside of the Realtor Meta Funnel System here!
- Leverage DMs: If someone comments or likes a post about home buying, send them a quick DM: “Hey [Name], thanks for engaging! Do you live in the {area}? I’d love to send you a free guide!” (The more specific you can make these DMs, the better.)
By intentionally capturing leads, you’ll build an audience that actually converts into clients instead of just passive followers (or no followers at all).
Tessabella’s Closing Thoughts
If you’re struggling to generate leads from social media, you’re likely making at least one of these four mistakes:
- Treating social media like a billboard instead of a conversation
- Ignoring video content
- Not positioning yourself as a local authority
- Failing to capture leads properly
The good news? These mistakes are pretty easy to fix! And the even better news is that when you DO fix them, you’ll start seeing a major difference in your social media engagement (and opportunities for new leads) within just a few weeks; as long as you stay consistent!
Need Help Mastering Social Media for Real Estate?
Want a step-by-step plan to grow your real estate business on Instagram, Facebook, LinkedIn, or TikTok? DM me “SOCIAL” on Instagram, and I’ll send you my 50+ page step-by-step guide to generating new real estate biz on social media.
Bonus: Join The Neighborhood for Free Resources
Ready to take your social media strategy to the next level? Join The Neighborhood, our free Realtor community, where you’ll gain access to:
- Free courses and weekly trainings
- Tutorials on strategies like “How to Batch Create Content”
- 30 Days of Lead Generation Strategies + More!
