We just wrapped up our very first social media-focused broker’s open—and let me tell you, it was a win across the board.
If you’re looking for a fresh way to get attention on a new listing, keep reading. I’m breaking down exactly what we did, what worked, and how you can steal this idea for your next launch.
A Listing Worth Highlighting
We picked the perfect property to experiment with—our newest listing in Playa del Rey. The seller had done some serious rehab work before bringing it to market, and we layered on some high-quality staging to elevate the vibe. It already had that “Instagrammable” appeal, so instead of running a traditional broker’s open, we asked ourselves:
What if we leaned all the way in on social media?
Not just promoting the open house online, but actually turning it into an event where agents could create their own content to post.
That small shift in thinking changed everything.
The Concept: Content Creation for Agents
We knew most agents want to show up, check out the property, maybe snap a pic or two, and get back to work. So instead of forcing them to just look, we made it insanely easy for them to create.
We came up with four simple content concepts agents could film while they were touring the home:
1. Lifestyle Photos
The staging was dialed in, so we set up a few styled photo zones and gave agents examples of lifestyle shots they could replicate. Think: cozy reading nook, fresh kitchen vibes, luxury bathroom detail shots. These were easy wins for Stories and feed posts.
2. 360° Video Tours
This was by far the most popular option. Most agents didn’t want to be on camera—but they were happy to grab a 360 cam, walk through the home, and film a tour. We even provided a voiceover script they could record later, so they could post polished, narrated walk-throughs with minimal effort.
3. Branded Listing Videos
This one was for the on-camera folks. We offered a format where agents could film a more polished, front-facing video, introducing the home and highlighting key features. While only a few took us up on it, this is a killer opportunity for agents looking to build a stronger personal brand.
4. Comedy Skits
Yes, we went there. We floated the idea of funny, meme-style skits set in the home—but truthfully, no one was ready to take that leap. Still, if you’ve got some camera-happy collaborators, this could be gold for reach and engagement.
The Logistics: Keep It Simple, Make It Easy
Want to recreate this idea for your next listing? Here’s what I’d recommend:
- Bring in a content-savvy photographer or videographer. Someone who can show up with a softbox, tripod, and a good eye for lighting will make a huge difference in the final product.
- Invest in (or borrow) a 360° camera. These are plug-and-play, and most agents can pick one up and figure it out on the spot. It’s a low-lift way to help them create scroll-stopping content.
Remember: your job isn’t to direct a full production. Your job is to create the space for content to happen.
Why It Worked
The whole strategy was built around this idea:
If I can help other agents create content about my listing, I multiply the exposure—and it doesn’t all have to come from me.
Instead of me being the only one shouting about the property, I had other agents posting Stories, tagging the location, and sharing walk-throughs with their audiences.
It was organic, it was collaborative, and it worked better than I imagined.
To give it a grassroots push, I personally called agents in the West LA area who I knew were active on social and likely to post. That step made all the difference. A curated guest list goes a long way when you’re trying something new.
One Unexpected Insight
Here’s the part I didn’t see coming: agents didn’t really need all the bells and whistles.
Even though I provided structure and creative prompts, most agents showed up, pulled out their iPhones, and just started filming whatever content made sense to them.
That’s the real takeaway: it doesn’t take much to empower people to create. You don’t need a full studio setup. You just need a well-staged home, a few good lighting spots, and a vibe that makes agents feel comfortable shooting.
The Big Picture
If you’re looking for a way to:
✅ Make your listing stand out
✅ Build stronger relationships with agents in your market
✅ Generate organic, authentic promotion across platforms
…then I highly recommend trying a social media-focused broker’s open.
It’s not just about getting people in the door. It’s about giving them a reason to post. And when they do, your listing gets in front of whole new audiences.
Want more tips like this? Check out our BAMx Skool community and join the conversation. This is the kind of strategy we’re constantly testing and refining—and we’re sharing it all with agents who are ready to level up.
One last thing: if you found this post helpful, make sure to share it with someone you know.
