One of the most common questions agents ask is simple. “What should I post on social media?” Most agents are looking in the wrong place. They monitor influencers with hundreds of thousands of followers and try to replicate content that was never designed to generate real estate business. Actually, the answer is easier than you think.
The best social media content in real estate doesn’t always come from people with large audiences. It comes from agents who understand how to create content that actually resonates with the people they want to serve.
Recently, I took a closer look at agents across the country who are generating real referrals and real listings through social media. They serve different markets, different demographics, and different price points, but they have one thing in common: It means you’re creating content with a purpose. Here are 10 agents and the lessons you can learn from each one.
Colby Anderson: Become a neighborhood expert.
Colby Anderson serves the Florida 30A market and has achieved tremendous growth by creating content centered around specific communities. He doesn’t try to talk about every district, but instead focuses on one district at a time. The result is evergreen content that continues to appear every time people search for your community.
An example of a recent community overview is one that showcases nature walks at Seagrove.
Lesson: Don’t create content about your market. Create content about specific regions within your market.
Connect with us on Instagram and TikTok.
Taylee Hunt: Build a community around your audience
Taylee Hunt has done a great job of creating a sense of community by connecting with moms in the real estate industry and sharing their experiences. Her content isn’t just about housing. It’s about people. She shares lessons learned, business insights, and personal experiences that resonate with her ideal audience.
One of her most successful recent posts was sharing about being 3 1/2 weeks postpartum and how she’s prioritizing what’s important to her family this pregnancy compared to years ago after giving birth. The post resonated with other moms in the real estate industry.
Lesson learned: Your most valuable content may not be about real estate. It’s about the people you serve or the people you can encourage.
Connect with us on Instagram and TikTok.
Dusty Ballard: Own your own small town
Dusty Ballard has proven that you don’t need a major metro market to build a significant presence. By documenting his travels, presenting listings, and partnering with local businesses, he has become a trusted voice in the community.
One of the most impactful and creative videos he has produced is a video shot for a song about his community titled “That’s Them Jackson County Ways.” He wrote a song about his area and had the AI set the music. He then enlisted the help of some friends to shoot a video showcasing the community’s rural lifestyle.
Don’t be overwhelmed by writing songs. If you’re not sure if you can create it yourself, the AI can help you create it. Here’s that video:
Lesson: If you’re in a small town, lean into it. Community content creates community trust.
Connect with us on Facebook and Instagram.
Rachel Kilmer: Documenting the relationship
Rachel Kilmer has built an impressive business in just a few years, but what stands out most is her focus on relationships. While many think young agents are winning because of technology, Rachel’s success is rooted in connections. Social media simply amplifies that relationship by documenting her journey as an agent.
She is authentic on social media, showing her sphere of influence and how her past clients enjoy being part of her tribe. One example is a social post documenting her adult Easter egg hunt party. Here’s that video:
Lesson: Social media should be fun and should enhance relationships, not replace them.
Connect with us on Instagram and TikTok.
Eugene Gonzalez: Become your local news source
Eugene Gonzalez positions himself as a trusted source for local information. A new development? he’s talking about it. Infrastructure improvements? He covers them. Business announcements? He shares them.
Gonzalez will report on new developments and infrastructure using a green screen video format. Here’s an example of a video that worked for him.
Lesson learned: When people want information about your community, you should be the first thing they think of.
Connect with us on Instagram and TikTok.
Holly Darcy: Authenticity is a power move
Holly Darcy shares her personal insights as a mother, real estate agent, and military spouse, as well as creating content that showcases the communities she serves. She shows up in an authentic way that attracts her ideal clients along her journey as an agent.
While many of her posts do well, the ones on topics that resonate with her ideal audience go viral, with over 347,000 views compared to just over 2,000 followers on Instagram. Here is that post:
Lesson: Be yourself. Introduce your community and your life. Authenticity is unbeatable.
Connect with us on Instagram and Facebook.
Omar Reshid: Documenting the Journey
Omer Resid has gained attention for documenting his daily experiences and sharing the lessons he has learned along the way. His content feels authentic because it is authentic. He inspired other young agents and young entrepreneurs, leading to explosive growth in his career.
He provides insight into the market and what it’s like to be a young and successful agent. Some of his best content are his daily posts. This is an example of this type of post.
@omerreshid_ realtor day in the life📲 #dayinthelife#realestate#realestateagent#realtor#realtoroftiktok#sales#fyp#viral#lifestyle#realtorofinstagram#youngentrepreneur ♬ Original song – Aideen
Lesson: Scripts are not always necessary. In some cases, people simply want to know your perspective as an agent and behind-the-scenes perspective.
Connect on TikTok and Instagram.
Megan Sullivan: Introducing Marketing
Megan Sullivan demonstrates the power of consistently marketing your list through video. Every listing is an opportunity to showcase not only the property but also her expertise. She provides additional content that answers common questions and personal information for buyers and sellers.
This is an example of a listing video that generates leads and serves as marketing for future listing customers to watch.
Lesson: Every listing is marketing for the next listing.
Connect with us on Instagram and Facebook.
Katherine Osborne: Tell your story
Katherine Osborne does an amazing job of sharing her story, background, and itinerary. Focusing on Dallas’ luxury market, her posts include elegant home tours, market updates, and community overview videos. Before people connect with real estate, they connect with people. A great example of this is the introductory video pinned to the top of her profile. This is the link to that video:
Lesson learned: Your story is often your most underutilized marketing asset.
Connect with us on Instagram.
Alyssa Curnutt: Be a community resource.
If I had to choose one agent who knows local content, it would be Alyssa Curnutt. She is always focused on new businesses, local developments, and community news. Real estate content becomes part of a larger strategy, rather than the entire strategy. This is an example of a video in which she announced the creation of a new zipline company in downtown Spokane.
Lesson: People follow local resources long before they need a real estate agent, and she is a great example to follow.
Connect with us on Instagram.
conclusion
The biggest takeaway from studying these agents is simple. That means you don’t need a large following. You need a clear purpose and the ability to model yourself after successful agents in other markets. Agents who are successful on social media today aren’t necessarily creating the most polished content. They create the most relevant content.
they are answering questions. They are introducing the community. they are telling a story. They document relationships. And most importantly, they are creating content that is useful to the people they want to attract. This is a strategy that any agent can copy.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with us on Instagram and LinkedIn.
