Would you rather have 100K views or $100K in your bank account? 

The answer is obvious, isn’t it?

It’s time to stop chasing the fleeting fame of viral videos and start focusing on the real power of social media in real estate. 

Success on Instagram isn’t about going viral. It’s about becoming a trusted resource for buyers and sellers in your town, building relationships, and most importantly, driving business in your local area. 

Unless you are an aspiring influencer (which is hard) or you are heavily focused on agent-to-agent referrals (also hard), the target audience should always be buyers and sellers in your service area.

Today, we will break down three of my recent post analytics to prove this point.

  • Post 1: 52k views, 1082 likes, 1041 shares…
  • Post 2: 1308 views, 63 likes, 5 shares…
  • Post 3: 940 views, 45 likes, 8 shares…

Each of these posts tells a unique story—a lesson in the true value of social media beyond the buzz of seeking virality. Let’s dive in.

Post 1: 52k views, 1082 likes, 1041 shares

Impressed already, right? This is my “best performing” video. It was a beautiful, waterfront $20 million listing in Jupiter, FL, with a par 3 golf course in the front yard. Take a look:

Did I mention this was not my listing? But it made me look cool. And yes, it’s exciting to get over 1,000 likes on a post. 

But let’s be real, it was not me the viewers were focused on. A potential buyer did not hear my one-liner and think, “Wow, I really know, like and trust this real estate agent from Jupiter.” 

My phone did not ring, no leads came in, and, all in all, it was a vanity metric. 

Truth be told, I made the video partly as a vanity measure. But mostly, I made the video in an attempt to get name recognition with some impactful luxury agents in my town. 

I want all the high-end luxury agents in my town to know my name, and a few more now do because of this “viral” video. But the bottom line is this video made me $0.00.

Post 2: 1308 views, 63 likes, 5 shares

Less impressed with this one already, right? This one introduces an exclusive loan program that applies to a narrow audience within my local market.

I had four homeowners and two potential buyers reach out to me from this video. So, you see “63 likes.” But I see six opportunities to add value to potential clients. 

These aren’t just numbers; they represent real people in my community who are looking to move or at least need advice on renovating their current homes. I had buyer consultations with both potential buyers and am already showing homes to one at a $600K price point. 

This video may not have the glitz of a viral hit, but it is gold in terms of impacting my bottom line.

Post 3: 940 views, 45 likes, 8 shares

This video is hyper-local to my town and about one of my favorite types of neighborhoods—those that have communal boat docks without the waterfront price tag. 

In my opinion, this content is the best because it’s very plausible those eight shares were potential buyers looking for information on boat-friendly communities in Jupiter. 

My CTA was to request a PDF list of these communities, and I had three potential buyers reach out. From this, I have completed a buyer consult with one and now have two other buyer leads in my pipeline. 

Be honest: if I were to only tell you the stats on views, likes and shares, you’d be less impressed with the posts that are actually making me money. That’s the natural response; everyone wants to go viral. But these analytics prove how wrong that is. 

Unless you are strictly trying to gain followers, the local impact of every post should far outweigh the post analytics

Going viral is distracting—from the dopamine rush of checking to see how fast it is blowing up to the amount of time it takes to engage with the comments (which are mostly from people who will never set foot in your town, let alone buy or sell real estate with you). 

In 2023, 25% of my business came directly from social media. I have a smaller account with 2,600 followers, but I strive to make a local impact and lean into topics that are shareable and value-packed for my target audience. 

So I encourage you to evaluate your social media strategy. Are you—

  • Targeting the right audience?
  • Focusing on value-driven engagement?
  • Being consistent with your messaging? 

When done correctly, a solid social strategy can be a dynamic tool for community engagement and brand building in your local market. 

We all want to be the agent of choice. And focusing on the right things will help get us there.