Our top agents who work with KW always say that real estate has always been a relationship business. What has changed is where those relationships are formed, nurtured and strengthened.
Today, social media is one of the most powerful relationship platforms for building and maintaining relationships in real estate. But despite constant platform changes, algorithm updates, and new tools, agencies and businesses that are actually growing aren’t chasing shortcuts. Through each connection, we build trust, which leads to scale expansion.
From my perspective, working with agents and leaders across the market, the most effective social strategies have common foundations: authenticity, consistency, and a clear sense of identity.
Here’s what’s actually driving results:
Claim market leadership
Many agents are afraid to talk about their success and the unique backstories that make them who they are. They focus on serving clients and supporting others, sometimes at the expense of clearly communicating their value.
But leadership is not a marketing claim. This is an important business signal.
Consumers want authenticity. They are asking: Why should I trust you? What makes you different in this market? What resonates with you? What evidence supports your expertise?
Agents who clearly communicate their proof points, such as volume, years of experience, customer success, market insights, and personal backstory, make it easier for consumers to choose and empathize with their agent.
If you don’t define your leadership story, someone else will. Social media is a place to consistently and confidently reinforce your position.
Reliability exceeds production value
Highly produced content may look impressive, but it often doesn’t drive engagement.
Today, the most effective real estate content is personal, imperfect, and real.
A short video shot on a cell phone, a candid behind-the-scenes moment, or a candid market comment is often better than a polished graphic or scripted message. why? Brands don’t pretend to be people; people connect with people.
What is your “big reason” to be an agent? Tell us about it. Authenticity builds trust. And trust drives conversations that allow you to scale slowly.
Even more powerful is vulnerability. Sharing challenges, lessons learned, and market realities humanizes your brand and makes it more relatable. This empathy often turns passive viewers into active leads.
measure what matters
Follower counts and impressions can be misleading. While it looks good on paper, it doesn’t necessarily translate into business.
On social media, engagement such as comments, direct messages (DMs), shares, and conversations are the true indicators of relevancy.
Every comment is a gateway to connection. Every DM is an opportunity to deepen your relationship. Even if engagement is low, it’s still valuable feedback. You’ll know what resonates and what doesn’t. Please listen to it all.
The goal is not to go viral. The goal is to maintain relationships with the people most likely to do business with you.
Consistency is a competitive advantage
Social media growth is rarely driven by one great post. It is driven by a clear voice and consistent message.
Consistency builds trust, strengthens brand identity, and increases recognition over time.
Agents who treat social media like a business discipline rather than a side project will see stronger long-term results. This means testing and iterating. Try out the format. Experiment with content types. Learn from performance. Growth comes from refinement, not perfection.
Make your content social first
What works in newsletters, presentations, and market reports may not necessarily work on social platforms.
High-performing agents adapt their content to fit the way people consume information today. That means it’s short, visual, and easy to understand.
Turn newsletters into short posts Break down market updates into simple visual explanations Share one insight per video Repurpose client stories into short narrative content
This “ready to eat” approach increases engagement and retention.
Keep your voice intact, even with AI
AI can accelerate content creation, but it can’t replace authenticity.
Viewers can tell when content feels generic or automated. AI should support your workflow, not replace your voice. You are still a brand. Your perspective, experience, and tone create trust.
Technology increases speed. Technology alone cannot foster relationships. And it’s not a replacement for relationships.
conclusion
The bottom line is that social media can be more than just marketing. With these best practices in mind, this becomes a scalable relationship engine that reflects who you are, what you stand for, and why your clients should choose you.
And at Keller Williams, a successful social media strategy is just one part of a larger commitment to helping agents succeed in business and life. We invest in our entire agent and support sustainable growth through training, coaching, technology and community.
See how Keller Williams helps agents grow: https://thrive.kw.com/
