Vancouver Realtors with an active Instagram presence are selling more homes and doing it faster, according to a new study from Simon Fraser University and Roomvu. 

The study analyzed more than 63,000 transactions from the Greater Vancouver Realtors’ MLS from mid-2021 to mid-2024 and found that agents who maintain an active Instagram profile see significantly higher sales volumes and lower days on market (DOM) compared to their less social media-savvy peers.

According to the study, agents using social media were found 15 per cent more likely to improve their sales performance.

 

The numbers behind the trend

 

The research, led by SFU Assistant Professor of Quantitative Marketing Miremad Soleymanian and commissioned by marketing firm Roomvu, combined multiple datasets, including:

• 63,200 MLS transactions (2021 to 2024)
• Performance data for 13,698 Realtors
• Instagram activity data for 2,639 Realtors

Of the nearly 14,000 agents analyzed, only 19.3 per cent had a measurable Instagram presence. Despite this, those who actively used the platform had clear performance advantages, particularly in expanding their market reach and reducing the time it takes to sell homes.

 

More followers, more sales?

 

So, does follower count matter? The study found that a standard deviation increase in network size—measured by followers, likes and general reach—correlated with 2.1 additional sales over four years and 5.3 fewer DOM. This suggests that having a larger audience can translate into faster and more frequent transactions.

While engagement metrics like comments and likes have some impact on sales, network size had a stronger influence. The study explains that “…prioritizing follower growth and regular posting frequency over engagement optimization provides the strongest returns in terms of market performance.” 

Beyond just selling faster, agents with a strong Instagram presence were also able to extend their geographic market coverage. A standard deviation increase in social media reach correlated with activity in 1.7 more unique sub-areas, meaning that well-connected agents were able to conduct business in a wider range of neighbourhoods.

 

Four types of Instagram agents

 

The study categorized real estate agents into four distinct social media strategy groups:

• Balanced engagers – moderate following with steady engagement
• Minimal participants – low follower count, sporadic activity
• High engagement specialists – moderate following but high engagement
• Mass following leaders – the biggest networks, highest posting frequency, and the best sales performance

The best-performing agents fell into the “mass following leaders” category, according to the study. This group showed a 15 to 20 per cent higher chance of improving their sales year-over-year compared to those with no social media presence.

 

Social media’s long-term impact

 

The research also highlights a growing trend: social media has become increasingly effective over time. Realtors with an active presence on Instagram saw stronger performance growth after January 2023 compared to earlier periods.

Sam Mehrbod, CEO and co-founder, Roomvu, explains, “It’s surprising that the real impact of social media only started showing up after 2023. Even more surprising is that it took nearly four years for social media to significantly influence listing-side results. This proves social media’s impact isn’t instant—it builds over time.”

This effect was most pronounced in seller-side transactions, reinforcing the idea that Instagram can be an especially powerful tool for listing agents looking to market properties.

“This study makes one thing clear—Realtors need to stay consistent with social media,” Merhbod says. “If you think one viral video will bring you a flood of listings, you’re in for a shock. It takes years of steady posting before you see real, measurable results.”

 

For Realtors, building community and nurturing client relationships are key to an impactful digital marketing strategy. In an industry built on trust, reputation and connections, staying engaged with clients and industry peers—both online and off—is imperative to thriving business growth. 

Threads has become an excellent tool for building authority, growing your community, and deepening connections with potential and existing clients. So, how does it fit into your marketing strategy?

The text-based platform developed by and integrated into Instagram, enables you to foster connections in a casual and conversational setting. Unlike the visual-heavy Instagram, Threads centers around quick, text-based interactions, encouraging spontaneous exchanges and more authentic conversations. While X (formally Twitter) focuses on trending topics and news, Threads focuses on personal interactions.

This social sharing app offers a unique opportunity to reach people in a less formal way—ideal for real estate professionals who want to nurture relationships while staying top-of-mind for future buyers and sellers.

 

Why use threads in your marketing strategy?

 

Build community

Engaging with potential clients, fellow Realtors and industry professionals not only keeps you informed on market trends but also creates a powerful network of connections. By actively participating on Threads, you’re doing more than promoting your services—you’re cultivating relationships that foster trust, support, and mutual growth. These connections can lead to valuable referrals, collaborative opportunities, and a stronger presence in the industry, reinforcing your role as a trusted and engaged member of the community. Building connections on Threads can lead to valuable referrals and collaborations.

 

Nurture client relationships

Threads provides a unique opportunity to engage with your clients on a casual level. Keep your posts conversational and relatable, sharing insights about the real estate market, tips for home buyers, or even personal anecdotes. This approach helps humanize your brand and fosters a deeper connection with your audience. 

 

Conduct market research

Share your thoughts on topics that excite you, such as current market trends, local events or real estate tips. Monitor the engagement on these posts to identify which topics resonate with your audience. Expand on successful topics and post long-form content on blogs, newsletters or other social media platforms like Facebook, Instagram or LinkedIn. 

 

How to get started

 

Getting started with Threads is easy and can quickly become a valuable addition to your marketing toolkit. Here’s a step-by-step guide to setting up a profile of your own:

1. Since Threads is connected to Instagram, you’ll need an Instagram account to create a Threads profile. This account will also serve as a link between your Instagram and Threads audiences, boosting your visibility on both platforms.

    

2. Download the Threads app or go to threads.net. Enter your Instagram username and password and click Log in. This integration simplifies the process and allows your Instagram followers to find you easily on Threads, helping you grow your audience faster.

    

3. Create a profile that reflects your brand. Choose a high-quality, professional photo and write a bio highlighting your knowledge and services.

    

4. Start posting and sharing bite-sized updates, tips, or insights related to the real estate market. Ask questions, and share thought-provoking statements. Remember to keep it casual and conversational to engage your audience.  

    

5. Take the time to engage with and respond to others. Remember, social media is about being social and Threads is no exception. Follow accounts and interact with other users’ content by replying to their posts, sharing your thoughts and asking questions to build connections. Look for opportunities to connect with fellow real estate professionals, local businesses, and potential clients.

Threads offers a unique opportunity to elevate your marketing strategies by fostering real-time, conversational connections. You can keep your content fresh and engaging by sharing quick real estate tips, responding to client questions or spotlighting local neighbourhood highlights, all in a natural and personable way.

Incorporating Threads into your marketing strategy also opens up valuable opportunities for quick market research. Testing short-form content on Threads lets you gauge your audience’s interests and see what resonates most. Whether it’s insights on the local market, first-time buyer advice or sneak peeks at new listings, you can analyze what captures attention and use that information to create long-form posts on other platforms. This approach not only refines your overall content strategy but also keeps you active in industry conversations, positioning you as a knowledgeable and engaged realtor.

The best part? Threads is easy to integrate without overloading your schedule. Its quick, spontaneous format allows you to create meaningful content without the pressure of crafting lengthy posts. Start incorporating Threads to build your client relationships and refine your marketing strategy and watch as it becomes a valuable asset.

Don’t forget to follow REM on Threads.

Social media isn’t just a platform for scrolling through memes and vacation photos—it’s a powerful tool for growing your real estate business. The top-performing agents know this and have mastered the art of leveraging platforms like Instagram to generate leads, showcase their expertise, and connect with potential clients.

For Realtors looking to elevate their own online presence, checking out industry leaders on social media can be a game-changer. These agents are setting the standard, sharing valuable content, and offering insights into what works in today’s competitive market. 

In this article, we’re spotlighting the top five real estate agents, in no particular order, to take a look at on social media. Whether you’re seeking inspiration, actionable tips, or a fresh perspective on online marketing, these pros are paving the way for Realtors to thrive on Instagram.

 

Brooke Hicks

Instagram Handle: @brookekhicks

Brooke’s Instagram strikes the perfect balance between showcasing homes and showcasing herself. Her reels go beyond traditional property tours, using humour and creativity to give her audience a taste of what it’s like to work with her.

In her listing reels, Brooke focuses on creating immersive experiences that go straight to the heart of what buyers really want: a vision of their future life. She often highlights local businesses within walking distance of the home which paints a picture of the community her clients could call home. Brooke leans heavily into showcasing the lifestyle—imagine hanging clothes in the closet, pulling back the curtains in the morning and cozying up with a book on the couch. 

But Brooke doesn’t stop at listings. Her non-listing reels are packed with humour and personality, giving her audience a glimpse of her authentic self and what working with her might be like.

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/C7EffrSOzme/

https://www.instagram.com/reel/DBydTnfx7LF/

https://www.instagram.com/reel/DCXw9LkOCwP/

https://www.instagram.com/reel/C7E0k7KRbLG/

 

Patric Tremblay

Instagram Handle: @patricnokrealtor

Patric has turned real estate marketing into a form of entertainment. His Instagram is a goldmine of humour and creativity, making it a standout from cookie-cutter content. 

When it comes to his listing reels, forget straightforward house tours—his content is designed to make you laugh while keeping you glued to the video. Whether he’s freestyle dancing in every room or pretending he’s about to be run over on the driveway, Patric ensures his audience is not just watching but thoroughly enjoying every second.

In his regular reels, Patric gives followers a hilarious behind-the-scenes look at what it’s like to work with him. These glimpses of his personality—full of self-awareness and charm—connect deeply with his ideal clients, who are drawn to his openness and sense of humour.

Patric’s account is proof that taking risks and breaking the mold can pay off big, offering inspiration for agents who want to stand out in a competitive market. 

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/DAWIXugRtlv/

https://www.instagram.com/reel/C87SsM9NPD1/

https://www.instagram.com/reel/DDAJYN5N6tX/

 

North Group Real Estate

Instagram Handle: @northgroup_realestate

North Group’s reels don’t just showcase properties—they showcase their dedication to community and teamwork. From giving back to local initiatives to creating heartfelt moments with their team, like their office reveal captioned “We are back together… in person and stronger than ever!”, North Group builds a connection beyond real estate.

Their listing videos are equally impressive. North Group keeps their content fresh with different styles, ensuring every reel feels unique and engaging. In one reel, they discuss their two favourite features of a property, offering personal insight and a conversational tone that draws viewers in. In another, they take a more dynamic approach: a walkthrough of the listing, where some footage is sped up to maintain energy and flow, only to slow down at key moments to highlight standout features or provide thoughtful commentary. This smart editing keeps audiences hooked and ensures no detail is overlooked.

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/DCmPXklxffB/

https://www.instagram.com/reel/DCVIIGhyuH-/

https://www.instagram.com/reel/DBvyUPmxJjR/

 

Brad McCallum

Instagram Handle: @the.real.brad.mccallum

Brad knows how to grab attention—and keep it. His reels kick off with intriguing hooks—whether it’s a bold statement, an unexpected angle, or a question that demands an answer—immediately drawing viewers in.

His listing reels are packed with captions that guide the viewer through every moment, ensuring no one looks away. The standout feature is his editing. Brad’s videos are a whirlwind of creativity, with a fast pace that flows effortlessly. Every shot feels intentional, often synced perfectly with the music for a seamless, rhythmic experience. There’s constant movement—whether it’s transitions between rooms, creative angles, or quick pans—that keeps the energy high and the audience engaged.

Brad’s unique editing style makes his reels not just informative but visually captivating. For agents looking to inject more life, motion, and personality into their content, Brad’s account offers endless inspiration. 

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/DCUN1hSPSHS/

https://www.instagram.com/reel/DBOkjO6P-ev/

https://www.instagram.com/the.real.brad.mccallum/reels/

 

Tom Storey

Instagram Handle: @thestoreyteam

Tom’s reels are packed with useful insights designed to appeal directly to potential clients, by providing value-first content. His use of B-roll footage creates a fast-paced and visually engaging experience, keeping viewers hooked while ensuring his message lands effectively.

Tom’s unique approach includes a podcast-style format for his videos, allowing him to dive deep into topics, answer pressing questions, and share his honest opinions. This transparent and relatable style builds trust, making viewers feel like they’re getting advice from someone they can rely on.

A recent reel highlighted an event he hosted to celebrate the opening of his new office, where he offered free professional headshots to clients. This thoughtful gesture shows potential clients the kind of care and value they can expect when working with him.

Tom’s account is perfect for agents looking to connect with clients through meaningful, informative content. His blend of expertise, honesty, and client-focused generosity sets him apart as not just an agent, but a trusted advisor. 

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/C7pcy0OPdVy/

https://www.instagram.com/reel/DB6P1YVRnB_/

https://www.instagram.com/reel/CseFzYkvAN8/

 

Let these accounts inspire you to craft your own unique brand and style of content. Stay authentic to your company’s identity and aligned with the needs of your ideal client. Take time to define the type of content you want to create, then plan out the steps and tools you’ll need to bring it to life. 

Remember, most of the content you see on these accounts can be created with just a phone, a quality microphone (these don’t have to be pricey!), and the right person behind the camera.

 

As 2024 winds down, we’re entering the time of year when every industry expert is forecasting the next big trends. Marketing in real estate is no different. While the influx of predictions can feel overwhelming, understanding the direction of these trends can give you an edge.

But to prepare for 2025, we must first unpack 2024—why certain trends unfolded the way they did and where they might lead.

Two years ago everyone was talking about the big trend of AI. Especially how it will change the SEO game. They’re still right—AI changes the SEO game. If we’re looking ahead, anyone who gives you a specific timeline for those changes would be lying. It could completely change the game in 12 months. It could be five years until people start using ChatGPT over Google. 

It’s too early to tell. Consumer behaviour is changing but not as fast as some think.

A long-term trend is that a completely SEO-focused approach could be in trouble. Anti-trust issues in the U.S. are forcing changes in Google and their products. Consumers, especially younger ones, have realized how much search engines can be manipulated. They are turning to Instagram, TikTok, Reddit and others to get their answers. 

If I said the trend for 2025 is a move away from Google, it would be dishonest. For 2025 it’s going to be as strong as it was in 2024 for those who know how to take advantage of it. A five-year horizon? What might SEO or Google Ads look like in the next decade? It could be completely different.

There are too many people turning to ChatGPT for answers for it to go unnoticed. It’s a trend worth watching in the long term. It has not yet changed consumer behaviour as it relates to real estate. Not enough to worry about yet.

For most of you, there are more impactful trends to consider.

So let’s talk about what you should focus on for 2025 from a marketing perspective.

 

AI-powered, not AI-centred

 

If I were you, I would not market myself as the AI Realtor. People don’t trust AI businesses as much. It’s impersonal, and for real estate, the personal touch makes a huge difference.

About ten years ago, e-signatures were finally allowed on paperwork in Ontario. I was running a paperless business so I started getting asked to do training sessions. So I travelled across the province teaching Realtors about going paperless.

The most common objection I heard? It would lead to Realtors not seeing their clients anymore in person. It would detract from the human element of being a Realtor. I argued that it would give you more time with your clients.

The same arguments started popping up with AI. The truth is it gives you more time with your clients. First-drafts are faster. Polishing of content happens faster. AI can do a lot of simple admin tasks on its own.

Your business should be enhanced by AI. This way you can spend more time doing what brings you business. Spending time with clients and potential clients. That’s who’s going to win next year, not those who advertise how much they use it to impress clients. It’s those who use it so they can spend more time with their clients. 

 

Discovery feeds

 

You can thank TikTok for this one. They made discovery feeds popular. The trend was there already but they kicked it into overdrive. It was a lot harder to get results from your content when only your followers would see them. Now your content can be in the feed of non-followers. This is why you need to leverage discovery feed-friendly content.

It can mean getting in front of people who don’t know you. More people will discover you exist and you can turn those people into clients.

Right now that means short-form videos via Instagram Reels or TikTok. They drive tangible results. You can get clients from them. Without having to do some gimmicky dance or sharing every detail of your personal life. 

If you want to get clients on social, without spending on ads, you need to leverage discovery feeds.

 

Welcome to the dark side

 

The dark side of social media is gaining steam. Not like the infamous dark web you hear about.

From a marketing perspective, the dark side of social is the part of social media you can’t see. It’s not happening in news feeds. People are sharing, talking and connecting more over private messages than ever before.

People don’t want everything happening for everyone to see. They like the privacy of direct messages. You should optimize your content to be something people will share in the DMs.

Think about how your content will drive those actions. 

Like with listings for example on Instagram, if you get zero shares, there’s a good chance you’re not getting the, “Look, honey! You should check this out.” reaction. You should always be aiming for the, “Look, honey!”

If you’re not getting it, adjust your approach.

 

Community-focused

 

The world is getting smaller. People are learning all the tricks to what happens online, and how marketers have ruined it, especially with AI content. So they’re going to their communities, where they know that nine times out of ten, the person behind the screen exists.

Local Facebook groups are often buzzing with activity. Joining and contributing can lead to a lot of business. Agents are also leaning into community in-person events more than ever especially after the pandemic people want that connection.

For big teams, host big community events. These can be big fun events like Cindy & Craig Real Estate do with their movies in the park. Don’t have the big database or the budget for a big event? Host intimate dinners with a handful of clients and referral partners.

Events don’t need to be big. Build a community, get people together, and be the hub of it. It will grow your business in 2025. Share what you’re doing online, people will want to join.

 

Moneyball your marketing

 

Taylor Hack and I have talked about this a lot on our podcast, The Leads Are Sh*t. If you want to get more business you should optimize everything you’re doing to get more clients. With the market on fire, most didn’t put that much thought into it. They rode the wave.

That’s why if you’re focusing on buyers, focus on ones with a house to sell. Increase the chances of getting a listing from them. Focus on investors who want to buy more than one property, not the odd one here or there over the years. 

In Hack’s business, Realtor.ca leads are turning into appointments at a better rate than PPC leads. How many of you are trying to optimize your listings for Realtor.ca? Have you considered the parts of your presence there and which parts you can control?

People searching on Realtor.ca also are less likely to have their own agent. Most Realtors move consumers to their MLS software-based search. If you’re leveraging your listings to get more clients, work on what you can control on Realtor.ca. Not for what they’d see through an MLS search set up by another real estate agent. 

People are closing deals there, but many are also leaving money on the table.

 

Fragmentation of the internet

 

This trend has been gaining steam. There’s no better example than the post-election rise of Bluesky. With X (formerly Twitter), many on the left side of the political spectrum have left. They say they don’t like the direction the platform is heading in. 

They’ve been flocking to Bluesky in droves. Bluesky, not Threads, is looking like the biggest threat to X right now. Threads didn’t embrace political content. That style of content drives a lot of engagement. Former X users weren’t getting that on Threads.

On Facebook, a lot of people only log in for Groups. They almost never post themselves but engage in groups. WhatsApp, Instagram, and others are doing broadcast channels through DMs. In other words, people are joining cliques more than ever. Private communities through Slack, Discord, Skool and more are popping up. 

Your job in 2025 is to find where your ideal clients are spending time and meet them there. Go where your audience feels comfortable and engage authentically.

 

Be helpful, not salesy

 

You don’t have to be pushy to get sales. You don’t have to be in their face all the time with aggressive offers. Sometimes you only have to be there and have their best interest at heart. 

This isn’t even a new trend, but as content ramps up more and more it’s becoming more pronounced than ever. People want a helpful advisor. Not slimy sales tactics. They want experts who know their stuff. Ones they believe are passionate about it. 

It’s okay to show you’re passionate about topics. Passionate about protecting your clients. About getting them results and helping them. Show your passion, show how you help.

Put yourself out there.

 

Non-marketing bonus trend

 

It has been a tough 18 months. Between REM and my marketing agency, Just Sell Homes, we’ve seen two very distinct approaches from Realtors:

1. Reactive: “Well, the market is unpredictable, I’ll see where we end up and be happy if we make it through.”
2. Proactive: “Let’s analyze where every dollar is going. Where our efforts are going. Let’s double down on what’s working, and be ruthless in cutting what’s not.”

The Realtors who are left standing are the ones tracking the numbers, analyzing the data, and making informed decisions. As I like to say, “Hoping to survive without a plan is shakier than a 50-year-old deck in a hurricane.”

I know what you’re thinking, “Andrew, that’s not a real expression”

You know what? Every expression started out as someone saying something a little weird.

 

Here’s to 2025

 

Whatever you’re doing, the focus should be on quality. What I was doing back when I got into the real estate industry as an agent hasn’t changed that much. Ten years ago, it was Facebook, Twitter and blogging. My approach has always been to create content that people will like.

Then I promote it on the different platforms I’m using in the way the platforms will like. That was true then ago, it’s true today, and it will be true 10 years from now. The key is knowing what makes good content, and how platforms want you to use them.

Help them reach their goals with users, and they’ll return the favour by putting you in front of more of them.

In the new year, focus on one or two trends that resonate with your business and execute them well. A clear, focused strategy will always beat trying to do it all.

I want to thank you for a great year of supporting us here at Real Estate Magazine. Looking forward to an even better 2025, we have a lot of big plans in the works and I’m excited for you to see them.

 

As a real estate professional, you likely have a lot on your plate. From juggling the day-to-day responsibilities of home showings, open houses and client inquiries to managing your personal life, it can be overwhelming, to say the least.

You’re constantly on the move, ensuring every detail is perfect, every client is satisfied and no opportunity is missed. Amid all this hustle, finding time to dedicate to social media can seem impossible.

 

Work smarter, not harder, by repurposing content across all platforms

 

Social media, however, is a critical component of your marketing strategy. It’s where your dream clients discover you, where you build your brand and where you can showcase listings and your expertise. But when creating content, engaging with followers and staying up-to-date with fleeting trends feel like just another mountain to climb, it’s easy to push social media marketing to the bottom of your to-do list.

If this sounds familiar, it’s time to work smarter, not harder, by finding clever ways to maximize your social media marketing efforts without sacrificing quality or consistency. The answer is simple: repurpose your content across all platforms. Today, we’re sharing our agency-approved tips for repurposing your content quickly and effectively, saving you time and energy. 

 

1. Turn blog posts into social media posts

 

Blog posts are a goldmine for content. If you’ve spent time writing detailed, informative blog posts, don’t let them sit idle on your website! Instead, break them down into bite-sized social media posts or repackage them on LinkedIn. 

For example, a “5 Tips for First-Time Home Buyers” blog post can be transformed into a five-part Instagram carousel or a series of tweets. This not only maximizes the value of your blog content but also keeps your social media feed active and informative. Additionally, you can repurpose your blog posts on LinkedIn to extend your reach further. A new headline, bullet points and updated image can make your older content feel fresh and new. 

 

2. Create video snippets from long-form videos

 

A well-shot long-form video can be repurposed into Reels, TikToks or YouTube Shorts. For example, if you’ve filmed a video tour of a property or an in-depth discussion on market trends, you can extract shorter clips highlighting key points. 

These snippets are perfect for engaging your audience on platforms where short-form content thrives. Additionally, shorter videos are more likely to be shared, increasing your reach and attracting new followers.

 

3. Share email content on social media

 

Your email newsletters are another untapped resource for social media content. If you’ve crafted an insightful email update for your subscribers, don’t hesitate to share it on your social platforms. This strategy not only saves you time but also promotes your email list, driving more traffic to your primary communication channel and increasing your database of leads.

You can post snippets of your email and a call-to-action inviting followers to subscribe to your list for more exclusive insights. For example, you might pull out a key statistic or an interesting takeaway from an email, and turn it into a visually appealing social media post. Pair it with a compelling call-to-action like, “Want more exclusive insights? Subscribe to our newsletter for the updates!” 

 

4. Bring your audience behind-the-scenes content

 

People love getting a peek behind the curtain! Sharing behind-the-scenes content humanizes your brand and builds a stronger connection with your audience. Whether it’s a day-in-the-life of a real estate agent, a sneak peek of an upcoming listing or a glimpse of your team at work, this type of content is both engaging and easy to create. Behind-the-scenes posts give potential clients a taste of what it’s like to work with you, fostering trust and familiarity.

For example, you can document a day-in-the-life of a real estate agent by sharing short clips on Instagram Stories, from your morning coffee to showing homes and meeting clients. You can also host a Facebook Live video tour of your office, introducing your team and giving a real-time look at your work environment. Additionally, you can write a LinkedIn article titled “Behind the Scenes: A Day in the Life of a Real Estate Agent,” detailing your daily routine and the challenges you face. 

 

5. Repurpose testimonials

 

Client testimonials are powerful marketing tools that build trust and credibility with potential clients. Instead of limiting them to your website, you can also share them on social media. Create visually appealing posts featuring quotes from happy clients, or have past clients film short video testimonials. Highlighting positive feedback on social media can reassure potential clients and encourage them to reach out to you.

 

By repurposing your content, you can maintain a consistent and engaging social media presence without the constant pressure of creating new material from scratch. Implement these strategies to streamline your marketing efforts, and watch as your online presence grows with minimal added effort.

Working smarter, not harder, will allow you to focus on what you do best: helping your clients find their dream homes!

 

Social media is what we make of it — for better or worse. I recently shared how competition drives innovation at the best of times, but when things are tough, comparison leaves us miserable. Expanding on what’s helped me achieve authenticity with integrity, here’s some more food for thought.

 

Build a real brand

 

I’m not talking about pretending you’re on a private jet or going to Fyre Festival or driving your Bugatti, unless that’s your actual life. I’m talking about thinking about what makes YOU happy and finding those in alignment. 

Here’s an example from my experience.

Jiu-jitsu is a bit of a niche sport. Maybe not so much these days, but when I started back in 2005 it was akin to the movie Fight Club in most people’s minds. As a kid I was bullied and martial arts was something I naturally gravitated towards. Having made it a part of my life for more than a decade, it taught me discipline and resilience and I still give it credit for much of my success today. I didn’t share much about my life in that world back then because I never thought it mattered. Why would anyone buying real estate care about jiu-jitsu?

The reality was I was overlooking the fact that on the mats daily were police officers, lawyers, musicians, tradespeople and everything in between. As I shared more and more about my progression in the sport, more people would engage on those posts and my newest listing or sale — by a LARGE margin. DMs would come asking for gym recommendations — they would show up and I would make new friends. Then it clicked again when I met one of my mentors, Ryan Serhant, who said, “No one wants to be sold, but everyone loves shopping with friends.”

In one year I did close to a dozen transactions strictly from my gym family. I helped them relocate the building, all without ever pitching anyone. 

Actually, when I think about it, I ACTIVELY didn’t speak about real estate, but it always came up. Because through my content, I was sharing what I was doing day-to-day when I wasn’t in the gym. This led to giving my people the ability to decide if I was right for them. Rather than trying to sell someone who would never want to work with me anyway, this was a much more natural and sustainable approach. Not to mention the hack of getting to do something I love all while building my business.

So what is it you love? Restaurants? Sewing? Fitness? Fishing? Cars? Cats? It doesn’t really matter. What matters is that you don’t hide your light. The more you shine your light, the more the right people can find it.

 

Tell stories of your true journey — reputation is built over time but lost forever in a moment

 

People love stories. They love hearing about struggle and, more than that, when the underdog overcomes the struggle. New agents struggle with what to share and often make the mistake of trying to showcase they are more advanced in their careers than they actually are.

 A trend in real estate is new agents booking “previews” of luxury listings and attempting to showcase those listings as their own. They’re hoping to build a reputation of being a “luxury agent” without having the skill set to go along with handling clients of this calibre and complexity.

There’s nothing worse than getting an opportunity for a sale, only to have them know very quickly that you’re not qualified. Reputation is something built over time but lost forever in a moment. 

Instead, share your ACTUAL journey and where you’re at. People want to be part of the come-up.

Just learning contracts? Take time to be around people with experience and share that journey with your community. Formulate unique perspectives and insights. You’ll quickly find that people appreciate frank candour rather than being sold.

For example, I once shared about the residency clause in the typical APS. I learned that a BUYER could be liable for capital gains if the seller was a non-resident and fled before paying. Furthermore, if the agents didn’t do their due diligence in identifying the parties, they could be sued.

I shared this in a post on Instagram when I only had 150 followers. A builder was in the middle of a deal, saw the video and told me he saved himself from a costly mistake. He never liked the post. He never shared it. But, he did call me for coffee and a partnership which, to me, is far more valuable. 

 

Social media can save you from the wrong clients

 

I almost forgot to mention how much social media saved me from the wrong clients. The business we’ve built would not survive on a discount model. That’s not saying that a discount model doesn’t work for others or is wrong, it’s just not what we chose. 

Putting out as much content as we have, I’m positive that we’ve saved hundreds of hours of effort from working with people who don’t see the value in what we do. 

There are nearly eight billion people on the planet. If only one billion want to sell their houses with me, I’m okay with that. Every “no” gets me closer to that one billion. 

 

Now what?

 

You’ve now peeked behind the curtain. You realize that the “fake” side of social media will always be there. At the same time, you realize the “social” side of social media is underutilized. 

It doesn’t mean you need to dance on TikTok. It doesn’t mean you need to book a trip and hire a lifestyle photographer — unless, of course, that’s who you really are. Instead, it means that it’s okay to be yourself.

Share your interests. Share your passions. Find the place where the things you love intersect with what people will pay you for. Share it consistently for long enough, and I’m sure a builder will be calling you before long for that coffee that you always wanted. Attract the right people. Repel the wrong ones. 

 

In today’s digital world, where the majority of consumers research and begin their home search online, a strong social media presence is essential for building a lasting impression in competitive real estate markets across the country.

To stand out in a sea of agents, real estate professionals need an effective social media content strategy to drive business growth. Your content strategy serves as a roadmap for creating valuable, relevant and engaging content that resonates with your target audience and leads to meaningful outcomes.

In this guide, we’ll walk you through three steps to developing an Instagram strategy that converts. By getting the hang of these essentials, you can level up your online presence, nurture client relationships, and generate valuable leads.

 

1. Set clear content goals

 

When crafting your content strategy, kick off by setting goals. For best results, start by identifying your yearly, big-picture aspirations. Next, break it down to quarterly goals, and then each month, zoom in on what really matters to move the needle.

Whether your goal is to increase property inquiries, drive traffic to your website, grow your email list or secure more listings, ensure that each piece of content serves a purpose in achieving your desired outcome.

Goalsetting is an important part of your strategy because it provides a clear direction and purpose for your content creation. Not only that, but it helps you measure the success of your content strategy, providing insights into whether your efforts are yielding the desired results. 

In turn, you can adapt and optimize your strategy based on data and analytics. If you’re not meeting your set goals, you can analyze what’s not working and make the necessary adjustments to improve results. On the flip side, if you’re seeing success you can make note of what is working to optimize your strategy further. 

 

2. Define your content pillars

 

After establishing your goals, we encourage clients to focus on three core pillars for their social media marketing efforts. Keep in mind, your content pillars will differ from your brand pillars. 

While your brand pillars are unique to you, think of your content pillars as the structure and guideline for your content creation efforts. Your content pillars allow you to focus on actions that are aligned with your goals. They also prevent you from getting overwhelmed with too many ideas and ensure that you’re investing your time and energy where it matters most.

Here’s an example for the real estate industry:

• Grow (expand your reach). Showcase property listings, local market updates and neighbourhood insights. 
• Nurture (build trust and connect with potential clients). Share glimpses into your daily life, offer free educational resources and showcase testimonials. 
• Sell (drive conversions). Highlight successful transactions, offer exclusive deals and provide expertise on the buying or selling process. 

Each piece of content you post should prioritize one of these pillars. As a real estate agent, it may feel like you’re often doing all three simultaneously (growing, nurturing and selling); however, by working with content pillars, you can focus on the most important action for your business at any given time. 

Remember, it’s not only about the content you’re creating and sharing — it’s also about the way you’re engaging with your audience. Aim to build personal relationships with your audience by sparking conversations in the DMs. You can foster engagement by inviting questions, sharing polls or hosting Q&A sessions on Instagram Live, positioning yourself as a trusted resource for ideal clients.

 

3. Create your monthly content calendar

 

The key to a consistent Instagram presence? Planning. Instead of brainstorming new ideas from scratch for every piece of content, you can leverage your established pillars and current goals to generate relevant topics and angles. This saves you from staring at a blank page with the dreaded question, “What the heck do I post today?” 

Start by mapping out key topics and themes for the month ahead, plugging in special occasions, open houses, local events or anything else that automatically translates into a marketing opportunity. From there, fill in the blanks with valuable content that aligns with your key goals.

 

For real estate professionals looking to thrive in today’s digital landscape, a strategic social media marketing strategy is no longer optional but fundamental to your success. A winning Instagram strategy blends clear, strategic goalsetting, consistency and the right mix of content. By following these steps, you can create a memorable online presence that remains top of mind with your target audience.

 

You hate social media because you think it’s fake.

You think it’s fake because you see many people showing versions of themselves that seem “off.”

You don’t post because you’re scared you must do the same to succeed. 

Meanwhile, the people who grow the most understand that the OPPOSITE is true. 

 

I was just like you

 

Early on in my career, I was super naive. I saw people with more significant followings and assumed they were the real deal. I wondered why I only had 100-200 followers. I wondered why I only got four likes on a post, and what I had to do to become an authority in real estate. 

I put out SO much content, hosted events and supported other people like CRAZY, but I didn’t see any traction online. I watched other accounts (TOO much) grow by tens of thousands of followers and felt like I was failing. 

Then I noticed something.

My phone was ringing. People called me saying they wanted my content and wanted to work together. 

I got listings. We grew. 

I also noticed those same people with 5-10 times my following were NOT selling. Online, they looked great, but it didn’t translate to REAL relationships. 

 

Then I figured out the problem

 

When I reached a certain threshold, I started getting pitched to BUY followers — the new trend in getting engagement/comments/views.

The more things change, the more they stay the same. 

It felt GROSS, and I had to make a decision. If I was going to go that route, there was no going back.

Some people will do it because, “It’s sales, baby!” If that’s your jam, go for it. For me, when people hear my name, what’s more important to me is this proverb:

“A good name is to be chosen rather than great riches, loving favor rather than silver and gold.” 

This business is fraught with pitfalls. Competition is great. Comparison is not.

In the best of times, competition drives innovation. It can show us what’s possible and help us refine our best selves. 

In the worst of times, comparison leaves us miserable, despite the fact that we still have so much. 

So how can you solve this? Here’s what helped me achieve authenticity with integrity.

 

Shut out the noise

 

What you focus on expands. I did a time audit and started catching myself when I was spending more time worried about my competition than growing my own business. So, I researched better ways to curate my feed: 

 

1. Unfollow and block people

 

I know this sounds aggressive but it was necessary at the time. It may not have been a “them” problem — their content actually WAS that good. Rather, it was me realizing that to accomplish the dreams I had required drastic measures, and this was one of them. 

I FORCED myself to unfollow anyone that gave me that negative feeling.

It wasn’t a lot of work. I didn’t overthink it. I just went off feel. 

At first, it didn’t make a difference. But, after being thoughtful about it for a couple of months, I found myself being MUCH more productive online. Posting with a purpose and GHOSTING. Not doomscrolling or feeling bad. WIN. 

 

2. Build community

 

After I figured out who I didn’t want in my feeds, I realized the algorithms on ALL platforms WANT to serve you the RIGHT people. 

Think about it.  If your feed is filled with terrible things, it’s probably more a reflection of what you actually look at or engage with.

Did you know that just PAUSING on a post for 1.5 seconds counts as an impression?

When I realized this I did another quick Google search: “How to clean up your feed on ‘insert any social platform here’”

I’ll save you the research:

• Click “see less” 
• Click “X” to close the post
• Unfollow 

Every single platform has a simple way to tell it you don’t want that content in your feed. Ask yourself when you last took time to TELL the platforms what you WANT.

Same as unfollowing people, it didn’t take much effort. It was simple actions done consistently over time that allowed me to succeed here.

This was one of the BIGGEST unlocks. Slowly but surely so many people I wanted to communicate with were popping up in my feed.

So much of what I didn’t like about social media went away: The petty political arguments. The provocative. The violence. The fear.

 

Social media is not fake unless you assume so or engage with it in that way

 

What dominates the bulk of people’s feeds adds nothing good to your lives, I promise you that. 

What dominates my feed is a community of people who are driven and intelligent, with integrity. 

What dominates my feed are things that make me smarter.

What dominates my feed are people who are IN my community. 

Social media is meant to be social. It’s not fake unless you assume it is or engage with it in that way.

Social media is the cafeteria at your high school. You choose the table to sit down at, and guess what? You can stand up and change tables anytime. So, I did.

I doubled down on MY people. The ones who cheered for us and wanted us to win. I continued trying to provide valuable solutions to their problems regardless of the vanity metrics.

It took me a LONG time, but the platforms figured out who I was talking to, and the compound effect is undefeated. We’ve now reached over nine million people and climbed across multiple platforms, but that’s unimportant.

What’s important is that we continue to find the RIGHT people.

What’s important is slow growth over time will yield something sustainable and valuable. 

Stop worrying about followers. Stop worrying about likes. Stop worrying about views. 

Instead, focus on the human beings at the other end of the DM or phone call. They are REAL people. Stop treating your “community” like income lines on a spreadsheet. When you do that, everything will change.

 

Stay tuned for my next piece with more on how you can use social media in a way that helps you achieve authenticity with integrity.

 

In 2023, HubSpot reported that the main reason 63 per cent of realtors were using social media was to promote their property listings. Given today’s digital landscape, this hardly comes as a surprise. 

But does social media really lead to leads for realtors?

 

An end to door-knocking and cold-calling

 

While the days of door-knocking and cold-calling aren’t quite over yet, social media might be calling for the end of an era.

“I was actually making 50 to 75 cold calls a day when I first started and wasn’t enjoying it,” says Conor Kelly, an agent with Stonehaus Realty. “So, I started doing two TikToks and one Instagram story a day. I was anticipating it to take three to five years to get a decent lead flow. But, a month and a half later, the phones started ringing.”

If you’re a realtor who’s interested in social media platforms but you’re unsure where to start, follow these tips from other agents who live and breathe social media.

 

Tip 1: Listen to your audience

 

When it comes to social media, it can be easy to overlook the “social” component. Social media is more than about creating high-quality content — it’s also about engaging and listening to your audience.

When Alex Dunbar, an agent with the Real Brokerage, first started creating content in 2018, he was making videos he thought would be of interest to his audience, primarily on educational topics like explaining property transfer tax or closing costs. But then he started analyzing data on what his audience was actually most interested in.

“Now, I go back at the end of the year and actually look at where all my deals come from,” says Dunbar. “I can tell you I had this many come in through TikTok, YouTube or Instagram.”

Listening to his audience has helped Dunbar create content now that is more aligned with what his audience is truly interested in seeing — whether that’s city and neighbourhood guides, moving and relocation tips or market updates on Greater Vancouver, for example.

 

Tip 2: It’s not all about you 

 

Imagine you’re having dinner with someone and they only talk about themselves the entire time. No fun, right?

Same goes for your social media content. It shouldn’t be all about you.

Take Tyler Burrows, an agent with Oakwyn Realty. He’s recently gained social media attention with his hashtag #TouringWithTyler. Burrows regularly posts walkthrough video tours of properties for sale, especially unique ones like lofts, on his social media accounts. The catch? They’re not his own listings.

Now, Burrows estimates that about half of his leads come from social media. Not only has he been able to build relationships with the listing realtors of the properties he’s viewing, but people have begun reaching out to him when they’re in search of properties similar to the ones in his video tours, like lofts.

 

Tip 3: Don’t let the trolls get to you

 

While your social media engagement will likely be mostly positive, it might also attract the occasional troll or two in your comment section.

“Some of them are so bad that I can’t even say them here,” says Kelly.

It may be easier said than done, but the simplest advice would be to simply ignore the trolls. 

“I just don’t let other people’s words have power over me,” Dunbar mentions.

 

Tip 4: Give it time

 

Becoming a social media sensation isn’t an overnight process. Having a strategy and being consistent is key to a realtor’s success.

“You have to consistently put things out on a daily, weekly, monthly, annual basis to actually start to see results,” says Dunbar. “If people see you one time, they’re not immediately going to like you or build trust with you. But when they see you’ve been doing it over a long period of time, that’s when they’re going to reach out.”

“Views don’t necessarily equal deals,” explains Kelly. “I didn’t get a legitimate lead until I went to a presale in Mission and ended up closing four deals off of that one video.”

But, it took time and a consistent social media presence for Kelly to gain that level of influence from a single video. Gaining credibility and trust might be more important metrics than views, impressions and engagement rates — even if they can’t quite be quantified.

 

There’s no one formula for social media success. What might work for one realtor might not work for another. It’s about finding your voice and what works best for you.

“The important thing is you do it your way,” says Burrows. “And you stick to it.”