If you ask any real estate agent—at any given time—if they want or need more leads, the answer is almost always yes.
Often, it’s a loud, resounding YES, with a tinge of desperation. (Kidding… kind of.)
Now, in my opinion, there’s no one-size-fits-all solution to generating new business in real estate. There are countless ways to do it, and honestly, most of them work—if you work IT.
But in 2025 and beyond, social media isn’t optional. It’s a necessity.
You might be rolling your eyes right now, thinking, “Yeah, Tess, we already know that.” And you’d be right! Most agents do know this.
Yet, only a tiny percentage of you actually show up on social media consistently—or at all.
I know there are a few different reasons for this, but the most common tend to be one (or more) of the following:
- I don’t know what to post. The ideas just don’t flow easily for me.
- I don’t have time. I’ve got tons of ideas saved, but I never end up finding the time to actually create and post.
- I don’t get engagement. When I do post, the response is underwhelming, so I get discouraged and stop.
- I’m nervous about showing up on camera. I either don’t like how I look or sound, or I worry about being judged.
If any of those resonate with you, then first of all, we should probably connect—because I’ve made it my life’s mission to help agents overcome these exact challenges.
But it also means you need to keep reading.
Step 1: Attract the Right Clients with a Lead Magnet That Meets Them Where They Are
When most agents think about a lead magnet, the first thing that comes to mind is probably a Buyer’s Guide, Seller’s Guide, or some other generic PDF that almost every agent has.
There’s nothing wrong with that—but let’s be real, it’s not doing you many favors.
Instead, your lead magnet should be hyper-specific and actually meet your ideal client where they are in their journey.
Let’s break it down with an example:
- Ideal Client: Snowbirds looking for a perfect lock-and-leave property
- Generic Lead Magnet (not ideal): “Your Ultimate Home Buying Guide”
- Lead Magnet That Meets Them Where They Are: “5 BEST Lock-And-Leave Communities in Scottsdale, AZ (Perfect for Snowbirds!)”
See the difference?
A lead magnet like this isn’t just a freebie—it’s the entry point into your funnel.
Once a prospect downloads it, you gain two key things:
- Their contact info.
- A deeper understanding of their goals and timeline, so you can tailor your follow-up and drastically increase your results.
Step 2: Building Your IG Funnel for Automated Lead Capture
Most realtors use Instagram completely wrong.
They post random photos, expect engagement, and then wonder why they aren’t getting leads—or worse, they don’t even realize Instagram could be generating leads for them in the first place.
Instead, you need a structured funnel. To make this as simple for you as possible, I put together a graphic to break it down for you:
Your Instagram Funnel: Step-by-Step
- Lead Magnet – Hyper-specific to your ideal client.
- Conversion Content – Strategically mix in conversion content into your content strategy.
- Automation – Use tools to streamline responses and capture leads efficiently.
- Lead Opt-In – Automatically capture contact information.
- Delivery, Follow-Up & Long-Term Nurture – Deliver the value and kick off long-term nurture and follow up.
Pro Tip: Also, make sure to take the time to optimize your Instagram profile. When people see your content, they almost always come back to your profile to check you out, so make sure your bio clearly states who you help and how they can get started.
Example:
🔥 Helping first-time buyers in [Your City] | DM me “Home” for a FREE guide!
Be sure to:
- Set Up a Link-in-Bio System – Use Linktree, Stan Store, or a simple landing page.
- Automate Lead Capture with ManyChat – Set up keyword triggers like:
- “DM me ‘Buy’ to get my free Home Buyer Checklist”
- “Comment ‘Sell’ below and I’ll send you my Ultimate Home Selling Guide”
Step 3: Content Strategy That Engages & Converts
Posting randomly on Instagram isn’t enough. You need a balanced content strategy that:
- Engages your audience
- Builds trust and credibility
- Moves followers through your funnel
To do this, you need a mix of two key content types:
- Engagement and authority content – This type of content helps people get to know, like, and trust you. It should showcase your expertise, personality, and what it’s like to work with you.
- Conversion content – This content is designed to turn followers into leads and move them through your funnel.
And there you have it, the funnel that most Realtors don’t have—but YOU will, if you follow the simple steps above! If you want more info, come join us inside of The Neighborhood [our free realtor community] for weekly live calls, help setting up your strategy and more!
Or, if you want help setting this up, we can build your Realtor IG Funnel for you! DM me “FUNNEL” on Instagram to get started.
