Many Realtors treat social media as a digital microphone—broadcasting listings, market updates, and interest rate announcements in an endless cycle. The logic seems sound: post consistently, stay top of mind, and leads will follow.
But in today’s oversaturated digital landscape, this approach often leads to diminishing returns. Why? Because social media isn’t just about content—it’s about connection.
Agents who focus solely on posting often miss the real power of these platforms: engagement. Authentic interactions build trust, create relationships and turn casual followers into loyal clients and recruits. The key to a Realtor’s long-term success with social media isn’t just producing more content; it’s fostering meaningful conversations.
From broadcasting to relationship-building
Think about the most successful real estate professionals in your market. They likely have a strong presence both online and offline, not just because they are active in the market, but because they make people feel seen, heard, and valued. The same principle applies to social media.
For instance, when I shared a carousel post about the Mel Robbins “Let Them” theory and how it applies to real estate agents, the response was overwhelming. The post resonated deeply with many agents struggling with self-doubt and industry pressures, leading to meaningful conversations in the comments and in my direct messages. This engagement wasn’t just about boosting visibility—it allowed me to connect with agents, understand their challenges, and offer guidance that could help them navigate tough moments in their careers.
Algorithms reward engagement, meaning that the more genuine conversations you have, the more visible your posts become. But more importantly, engagement builds credibility. A potential client is far more likely to trust an agent who answers their questions, provides value, and interacts with their content than one who only posts generic real estate content.
Strategies to foster meaningful engagement
So how can real estate professionals shift from content-focused to connection-driven social media strategies? Here are a few practical approaches:
1. Engage first, post second
Instead of opening the app just to publish a post, spend the first 10 to 15 minutes engaging with others. Comment on posts from local businesses, clients, and potential clients. Respond to stories, answer questions in groups, and participate in relevant discussions. This not only strengthens relationships but also increases your visibility.
2. Ask more questions
A simple way to spark engagement is to invite conversation. Instead of posting a generic market update, ask your audience for their thoughts. For example:
- “What’s the number one thing you wish you knew before buying your first home?”
- “If you could design your dream home with an unlimited budget, what’s the one feature you’d include?”
Questions encourage responses, which in turn boost your post’s reach and deepen connections with your audience.
3. Leverage polls, stories and interactive features
Instagram, Facebook and LinkedIn offer built-in tools designed for interaction. Use polls, Q&A stickers, and quizzes to invite participation. For instance, a quick Instagram poll asking “Would you rather buy a fixer-upper or a move-in-ready home?” creates easy engagement while allowing you to engage in conversation with those who answer your poll.
By asking questions about real estate trends, business struggles or even gauging interest in a brokerage change, I’ve been able to spark conversations that go beyond surface-level engagement. These polls not only provide insight into what agents are thinking, but they also open the door for one-on-one discussions. Whether it’s a simple question about content ideas or a conversation that leads to an agent considering a move to our brokerage, these interactions create opportunities that a standard post alone could never achieve.
4. Respond thoughtfully, not just quickly
When someone comments on your post, avoid the standard “Thanks!” reply. Instead, turn the comment into a conversation. If someone says, “Love this listing!”, respond with, “Thanks! Are you familiar with the neighbourhood?” This keeps the dialogue going and signals to the algorithm that your content is generating real interactions.
5. Create ‘save-worthy’ and ‘share-worthy’ content
While engagement is crucial, content still plays a role. Prioritize posts that educate, entertain, or inspire—things people want to save or share. Examples include:
- A carousel post breaking down “5 hidden costs of buying a home”
- A short video featuring you touring a home with b-roll footage, overlaying median home prices in different neighbourhoods, and using trending audio to increase reach.
- A post offering a free “Ultimate moving guide checklist” PDF—prompting followers to comment “guide” to receive it via DM.
This type of content invites reactions, shares, and comments, all of which amplify your reach.
The business impact of engagement
Authentic engagement translates directly to business growth. Real estate is a relationship-driven industry, and clients choose agents they feel connected to. A conversation in the comments section today could lead to a listing appointment tomorrow. A DM answering a buyer’s question could turn into a referral next month.
The agents who win on social media are those who make their audience feel valued. They’re the ones responding to comments, celebrating client milestones, and offering guidance without expecting immediate returns. Over time, these small actions compound, establishing trust and positioning them as go-to professionals in their market.
The bottom line
Social media isn’t just another marketing channel—it’s a community. Realtors who treat it as a two-way conversation rather than a digital billboard will see greater engagement, stronger relationships, and ultimately, more business opportunities.
So, before your next post, take a moment to engage with your audience. Ask a question, answer a comment or start a conversation. Because in the end, the agents who win on social media aren’t just the ones who post the most—they’re the ones who connect the most.