Luxury agent Latham Jenkins writes that social media is not about creating something new. It’s about documenting your market, your land, and your lifestyle.
I spend most of my day walking on land, studying light, examining water, observing weather movements in the valley, and staying still long enough to understand how a place really works. That’s the job. What I didn’t realize early on is that these everyday moments would become the foundation of the content that people connect with the most.
Most agents already have deep market knowledge. We understand pricing, zoning, inventory constraints, and buyer behavior. The challenge is not expertise. I’m learning how to translate that knowledge into something visual, human, and worth stopping in my endless scroll.
That shift happened for me when I stopped thinking like a marketer and started thinking like a real person, working and living in one of the most beautiful mountain towns in America. Instead of thinking about what would work, I started paying more attention to what felt true.
The result is content that reflects the way I actually experience real estate and land, rather than the typical way property information is presented. People tend to respond when something feels grounded and honest.
Mix personal and professional content
Not only do I use my professional social channels to increase exposure for my products, I use them for my personal brand and lifestyle as well. I actively show my viewers what living in Jackson Hole, Wyoming is like while showing the properties I list.
I take all photos and videos of every property I put on the market. This is not because I want a professional staff to take my place, but because being behind the camera changes the way I see the place. With a lens, you notice things you might otherwise miss, like how frost falls off a river at sunrise or how long elk and bison pause before crossing a meadow.
These details are rarely included in the listing copy, but they are often the ones that buyers see and remember most.
Credit: Latham Jenkins
Most of my content comes from things I would have done whether the camera was there or not. Walk along the border, check the water flow, observe the seasonal changes in the valley, and drive into Gros Ventre.
In one of my most viewed videos (15.2 million views on Instagram), I shared one of my listings: Red Hills Ranch. This includes a discussion and brief overview of the property and its history, as well as the stunning views and what the property has to offer. These moments resonated with audiences because they reflected not just how a property looks in words on paper, but how it feels to actually be there.
Lifestyle takes priority over logistics
I also learned early on that lifestyle had to take precedence over logistics. When I post about ranches, I often show how the land is used, how the horses move through the pastures, how trails disappear into the national forest, and how snow settles on roads that haven’t been touched since the night before. These visuals communicate lifestyle faster and more effectively than any list of amenities.
Filming your own content also keeps your story consistent. The tone, pacing, and perspective are consistent across platforms and never feel overly staged or disconnected from reality. Over time, that consistency builds trust. People begin to recognize the lens through which I view real estate and land and understand that what I share reflects my real-life experience.
I’ve found that simplicity almost always wins when it comes to actually stopping people from scrolling. Jackson Hole is already a breathtaking place, and the privilege of living and working here gives me the opportunity to showcase this land in a way that feels respectful and true to its character.
Of course, I want my list to reach as many people as possible, but I also don’t hesitate to share real behind-the-scenes moments. That perspective allows the audience to not only see the property, but understand what it’s like to live there. This is important because they get to experience it full circle, and viewers are smart. They want to feel something. It’s not about being sold to.
I don’t treat social media as a lead funnel. I think of this as a long-term record of how I work and what I value. Over time, that record becomes more meaningful than a single post. Red Hills Ranch received more than 19 million views across platforms, not because of aggressive promotion, but because the story was allowed to unfold naturally.
Social media is not about creating something new. It’s about documenting what already exists. If you have a deep enough understanding of your market, location, and lifestyle, the content will follow.
March is Marketing and Branding Month at Inman. As the spring sales season begins, we examine the proven tactics and new innovations that are driving results in today’s market, and celebrate the industry’s top marketing and branding leaders with Inman’s Marketing All-Star Awards.
