Step One: WTF are your goals?
All jokes aside, you might be surprised how many people cannot answer that question with much certainty. If you’re one of those people, that’s okay. But that’s absolutely where you need to start.
If you’re currently not seeing much progress from your social media efforts, it usually comes down to a few common mistakes… One of which is simply not knowing WHO you’re actually trying to attract!
And no… the answer isn’t “buyers or sellers.”
Be specific about the type of person you’re creating content for, so that you can create content that speaks more clearly to their pain points, their challenges, and their goals.
When you do this, your content will connect more effectively with your audience, and you’ll start to really see the momentum you’ve been looking for.
So let’s break it down, shall we?
Your Content Needs to Align with Your Business Goals
Let’s be honest: half the time, real estate agents post on Instagram just to check the box.
- A listing graphic here…
- A random template you downloaded…
- A remake of post you saw someone else make
- A Reel if they’re feeling brave.
But if your content strategy isn’t built around your actual business goals, you’re wasting time and leaving deals on the table.
Let’s change that. Here’s how to choose content pillars that actually align with what you’re trying to grow.
Step 1: Get Clear on What You’re Trying to Build
Are you trying to:
- Book more buyer consults?
- Attract more sellers?
- Speak to first-time buyers?
- Show off the fact that you specialize in taking over expired listings and getting them sold?
- Show off that you’re a true local expert in your farm?
- Recruit agents to your team?
- Build brand awareness in a new city?
- Attract local followers?
You must start here. If you don’t have a goal, no strategy will stick.
Step 2: Choose 3–5 Pillars That Align with That Goal
Let’s say your goal is: more listings.
Your content pillars might look like this:
- Seller Education: Costs of selling, staging tips, timeline advice
- Market Updates (with CONTEXT): Pricing trends, neighborhood comparisons
- Success Stories/Case Studies: Past clients who sold successfully
- Behind-the-Scenes of the Selling Process: Show prep, negotiations, inspections
- Lifestyle in Your Farm Area: Show the restaurants, schools, events near homes you list
Each of these pillars supports your specific outcome.
A few other content pillars I think should be in your strategy:
- Personal Brand Building: People need to know more about YOU and who you are.
- Call out Content: Speaking DIRECTLY to the thoughts of the people you’re trying to attract. You want them to think “omg he/she is inside my head.”
Step 3: Build Repeatable Formats
Now take each pillar and break it into content types:
- Reels
- Carousels
- Stories
Example: “Seller Education” becomes:
- Reel: “3 mistakes sellers in Scottsdale made this summer”
- Carousel: “Pre-listing checklist: What to do 30 days before going live”
- Story: Poll “Are you planning to sell in the next year?”
Step 4: Track What Converts
Metrics matter. Look at:
- Saves (value)
- Shares (relevance)
- Comments (conversation)
- DMs (conversion!)
Drop what’s not getting traction. Double down on what’s converting.
BTW, I recommend testing your pillars and strategy for at least 90 days consistently before you make any drastic changes. A lot of times, we are too quick to say something ‘didn’t work’ when in reality, you probably just didn’t do it long enough or with enough specificity.
Your content shouldn’t be random. It should be intentional.
If you want more leads, listings, and long-term brand awareness, your content needs a foundation. Content pillars give you that. And when aligned with your goals? They become your silent sales team.
If you need help mapping out your own content strategy, I am here to help! Connect with me here on Instagram and shoot me a message. I’d be happy to help.
Because you don’t just need to post more. You just need to post smarter!
