Your audience doesn’t want a sales pitch. They want a story—one that makes them feel something, see themselves in it, and ultimately, trust you more.
That’s exactly what Marie Lee pulled off in her recent “Life Lately” Instagram carousel post.
Marie didn’t just list her wins—she made them mean something. She crafted a post that was:
- Authentic (candid photos > overly polished branding)
- Engaging (a mix of images, video, and real moments)
- Packed with Social Proof (but never braggy)
Scroll through for yourself:
Let’s break down why it worked—and how you can apply the same strategy to your own marketing.
1. Lead With What Feels Real
Marie kicked things off with a candid photo of herself. Not a high-production, staged shoot—just a real moment that made her feel more relatable, not just aspirational.
It set the tone—this wasn’t just a highlight reel. This was an inside look at what’s actually happening in her world.
Why this works:
- People connect with people, not brands. A casual, behind-the-scenes image makes you approachable while still establishing credibility.
- It stops the scroll. We’re conditioned to gloss over “salesy” content. A more natural shot triggers curiosity.
Takeaway for you (and me): Stop overthinking your visuals. Yes, professional branding matters, but mix in raw, everyday moments—the coffee shop work session, the rainy day showing grind, the Realtor mom life juggle. It’s all part of the story.
2. Layer in Proof, Not Just Claims
Marie really nailed this part. The second image in Marie’s post was a quick video clip—a casual b-roll moment featuring real business stats. But instead of just stating numbers, she framed them within a story.
Instead of posting, “Helped 4 families relocate this month,” she shared their why, the actions she took to educate her clients, and the plan of action ahead of them to get them a win.
In another slide, Marie spotlights a first-time homebuyer, showing just how fast the right strategy can turn real estate goals into reality.
Why this works:
- The numbers matter, but the stories behind them matter more.
- Viewers see the impact—not just the transaction.
When sharing stats, ask yourself: “What’s the story behind this?” Instead of just stating what you did, highlight the people you helped and what it meant for them.
3. Show the Work Behind the Wins
Marie isn’t just posting her polished end results—she pulled back the curtain on her daily grind.
She shares her efforts to find off-market opportunities for her clients. She talks about her marketing efforts, her involvement with the Coffee & Contracts community, her collaboration with other agents, and her contributions to the industry.
Why this works:
- It reinforces that she’s constantly investing in her business and working hard to help her clients.
- It makes her more than just a salesperson. She’s a strategist, a community builder, and a pro who’s always leveling up.
Highlight the behind-the-scenes moments—the planning, the learning, the work that leads to success. Your audience wants to see how you get results, not just the results themselves.
4. Turn Clients Into the Main Characters
Marie’s post wasn’t about her—it was about the clients she serves.
People see themselves in stories. Someone scrolling might think, “That sounds like my situation. Maybe she can help me too.” It humanizes her and the industry. Buying a home is emotional—lean into that, don’t just focus on contracts and numbers.
Instead of making your post about you, make it about them. Tell stories about the people you help—not just the houses you sell.
Final Thoughts
Marie Lee’s “Life Lately” post hit the bullseye on how to market yourself effectively on Instagram.
- She told stories, not just stats.
- She let proof do the talking.
- She made it about people, not just properties.
Here’s what I need every agent to understand: this type of content converts. It doesn’t matter if you have 500 or 50,000 followers for this content to work. This connects with your audience, and this converts consumers in your market to think, “I want to work with them.”
Bottom line? People buy into people. If you want to build trust, lean into authenticity, storytelling, and proof over promises.
Now go post something real.
