Get more leads, not likes, with these social media post ideas from Jimmy Mackin of Listing Leads.
Many agents still confuse being visible on social media with being effective. they are not the same. Recently, I sat down with Jimmy Mackin, co-founder of Listing Leads, to talk about what’s actually working right now: real conversations and closings, not views.
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Mackin’s idea was simple. “We have to focus on being cheap and fast.” “What can I do right now that won’t cost much and will give me immediate feedback?”
This feedback loop is what makes social media so powerful. Test, adjust, and improve in real time. And agents who lean into that are converting content into clients. Here are some of the frameworks he says are currently working well.
Real estate social media posts that generate real leads.
Challenge what people believe to generate curiosity
One of the quickest ways to generate engagement is to challenge the beliefs your audience already holds. For example, online home appraisal estimates. Most agents know they have time off from work. Most consumers consider themselves accurate. That gap creates opportunity.
“You have to create a curiosity gap,” Mackin says. “You’re not just providing information; you’re making someone wonder, ‘How wrong is my house?'” Posts that highlight recent significant drops in home values, combined with suggestions to check your own home, consistently drive responses. The key is what happens next.
“Handoff is where people fumble,” Mackin said. “Once someone responds, you need to act quickly to make it easier to continue the conversation.”
This is an example of this type of post.
Sell your insights, not just a list
Many agents are hesitant to post because they don’t have a listing. That’s the wrong way of thinking. One of the most effective strategies today is “deal of the week,” where agents use analysis to find the best opportunities in the market.
“Consumers don’t want more choice; they want a plan,” Mackin said. Instead of posting a property, you are positioning yourself to do work on the property’s behalf, including reviewing properties, identifying value, and uncovering opportunities.
“I’m not going to sell the house,” he said. “You’re selling your analysis,” and that creates conversation.
This is an example of this type of post.
Turn buyers into lead generators
Most agents are waiting for inventory. Created by top agents. This is where the “magic buyer” strategy comes into play. Rather than waiting for the right home to come on the market, we advertise our buyers’ needs, price range, location, and criteria and ask our viewers to share.
“The top 3% don’t wait for inventory,” Mackin said. “They’re the ones making it.” This works because you can convert your audience into a distribution channel. It also strengthens your identity as an active business person.
This is an example of this type of post.
Build interest before providing value
Another effective strategy is to create a sense of anticipation before sharing information. Instead of listing the price drop, put it first. So you’re rethinking the market. You are looking for the best deal. Will they want it if you find it?
“I like to work before I work,” Mackin said. This simple change turns ordinary market updates into engaging content. This makes people more likely to participate and respond to the process.
This is an example of this type of post.
Reduce friction and increase conversation
At the heart of it all is one principle: reduce friction. Most agents struggle with one thing: joining the conversation instead of closing. “The bottleneck for most agents is not conversion,” Mackin says. “It’s a conversation.”
The solution is to make the first step easy. Instead of asking “Do you want to sell?” ask something smaller. It becomes more conversational. There’s less pressure. “If you want more conversation, shift from asking people to make big decisions,” he says. That way you can attract people.
The goal is not attention. it’s an action
Social media isn’t about looking busy. It’s about creating opportunities. This means your posts need to do more than just get views. You should get a response.
“You have to separate yourself from your emotions and let the market tell you what will work,” Mackin said. “And the only way to do that is to produce more.”
After all, the agents who win on social media aren’t the ones with perfect posts. They’re the ones who post consistently and make it easy for people to say yes.
March is Marketing and Branding Month at Inman. As the spring sales season begins, we examine the proven tactics and new innovations that are delivering results in today’s market, and celebrate the industry’s top marketing and branding leaders with Inman’s Marketing All-Star Awards.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
