The Truth About Social Media Success in Real Estate
Here is Why Views
Don't Equal Value
Recently, I had the pleasure of joining Chris Bowers from EXp Realty on his weekly podcast to discuss why realtors need a strong social media presence. During our conversation, Chris asked a question that really got me thinking: "How does a realtor measure success with a Reel, Post, or Story?"
While I shared my thoughts on the podcast, I want to dive deeper into this topic because it's crucial for every real estate agent trying to build their business through social media.
The Numbers Game vs. Real Results
Let's be honest - we've all been there. You post a Reel, and suddenly it hits 100,000 views. Your heart races, you feel like you've finally "made it" on social media. But then... silence. No leads. No messages. No conversions.
Meanwhile, that "boring" market update you posted last week with only 500 views? It just landed you two qualified leads.
This isn't a hypothetical scenario - it's a pattern I've seen repeatedly in real estate social media. And it teaches us an invaluable lesson: success isn't about the number of views; it's about the quality of engagement and, ultimately, conversions.
Why Conversion Matters More Than Virality
In the real estate industry, we need to shift our mindset about what constitutes "successful" content. Here's why:
Quality Over Quantity: A smaller, engaged audience of potential buyers and sellers in your market is infinitely more valuable than thousands of views from people who will never need your services.
The Power of Nurturing: Your existing followers are gold. These people have already shown interest in your content and, by extension, your services. Focus on nurturing these relationships rather than constantly chasing new followers.
Strategic Content Creation: When you focus on conversions rather than views, your content strategy naturally becomes more focused and effective. You start creating content that:
Addresses specific pain points in your market
Showcases your real estate expertise
Includes clear calls to action
Links to strategic landing pages
Provides genuine value to potential clients
Creating Content That Converts
I understand the challenge of content creation. As real estate agents, we're already wearing multiple hats - negotiator, marketer, advisor, and more. With "100 tabs open" in our minds, coming up with fresh, engaging content can feel overwhelming.
But here's the secret: effective content doesn't have to be complicated. In fact, some of the most converting content comes from your daily experiences as a real estate agent:
Market insights from your latest showings and buyer/seller experiences
Common questions you answer during client meetings
Behind-the-scenes glimpses of your listing preparation
Tips and advice based on real transactions
The Framework for Success
To create converting content consistently, follow this simple framework:
Start with Expertise Use your real estate knowledge as the foundation for every piece of content.
Add Value Provide insights or information that your audience can't easily find elsewhere.
Include a Clear Call to Action Tell viewers exactly what you want them to do next.
Make It Accessible Ensure you have a landing page or easy way for interested leads to connect with you.
Track and Adjust Monitor which content generates actual leads, not just views.
Moving Forward
As you develop your social media strategy, remember that going viral shouldn't be your goal. Instead, focus on:
Creating content that speaks directly to your target market
Building relationships with your existing followers
Providing clear pathways for engagement
Measuring success by leads and conversions, not views
The real estate industry is relationship-driven, and your social media should reflect that. Don't get caught up in the vanity metrics that don't translate to real business growth.
Taking Action
Ready to transform your social media strategy from view-chasing to lead-generating? Start by auditing your current content:
Which posts have generated actual leads?
What topics resonate most with your target audience?
How clear are your calls to action?
Are you making it easy for potential clients to take the next step?
Remember, every post doesn't need to go viral to be successful. It just needs to reach and resonate with the right people - those who actually need your real estate services.
Your social media success story starts with shifting your focus from vanity metrics to real results. Because at the end of the day, two qualified leads are worth more than a hundred thousand views.
