10 real estate agents show you how to win on social media
One of the biggest questions I hear from agents is simple: “What should I post on social media?” Most agents are looking in the wrong places; they look at influencers with hundreds of thousands of followers and try to replicate content that was never designed to generate real estate business. The answer is actually simpler than you think.
The best real estate social media content doesn’t always come from people with large audiences. It comes from agents who have discovered how to create content that resonates with the people they actually want to serve.
I recently did a deep dive into 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 all have one thing in common: they create content with a purpose. Here are ten agents and the lessons we can learn from each of them.
Colby Anderson: Become the neighborhood expert
Colby Anderson serves the 30A market in Florida and has experienced tremendous growth creating content around specific communities. Instead of trying to talk about every neighborhood, he focuses on one neighborhood at a time. The result is evergreen content that continues to appear when people search for those communities.
Here is an example of a recent community overview, showing Naturewalk in Seagrove:
The lesson: Don’t create content about your market. Create content about specific neighborhoods within your market.
Connect Instagram And on TikTok.
Taley Hunt: Build a community around your audience
Taley Hunt has done a fantastic job of connecting with moms in the real estate industry and creating a sense of community around shared experiences. Her content is not just about houses. It’s about people. She shares lessons learned, business insights and personal experiences that resonate with her ideal audience.
One of her most recent top performers was three and a half weeks postpartum and how she’s prioritizing what’s important to her family during this pregnancy, compared to what she did a few years ago after giving birth. This message resonated with other moms in the real estate industry:
The lesson: Sometimes the most valuable content isn’t about real estate. It’s about the people you serve or the people you can encourage.
Connect Instagram And on TikTok.
Dusty Ballard: Own your small town
Dusty Ballard proves that you don’t need a large metro market to build a significant presence. By documenting his journey, highlighting listings and partnering with local businesses, he has become a trusted voice in his community.
One of the most impactful and creative videos he has made was a video recording of a song about his community titled “That’s Them Jackson County Ways.” He wrote the song about his area and had it set to music by AI. He then made the video, along with the help of some of his friends, showcasing the rural lifestyle of his community.
Don’t be overwhelmed by writing a song; AI can help you put one together if you’re not sure you can write one yourself. Here’s that video:
The lesson: If you’re in a small town, lean into it. Community content builds trust in the community.
Connect Facebook And on Instagram.
Rachel Kilmer: Document relationships
Rachel Kilmer has built an impressive business in just a few years, and what stands out most is her focus on relationships. While many people assume that younger agents win because of technology, Rachel’s success is rooted in connection. Social media simply strengthens these relationships by documenting her journey as an agent.
She appears authentically on social media and shows how she makes it fun for her circle of influence and former clients to be part of her tribe. An example of this is her social post documenting her adult Easter egg hunt party. Here’s that video:
The lesson: Social media should be fun and should strengthen relationships, not replace them.
Eugene Gonzalez: Become the local news source
Eugene Gonzalez has positioned himself as a trusted source for local information. New development? He’s talking about it. Infrastructure improvements? He covers them. Business announcements? He shares them.
Gonzalez uses green screen video formats to report on new developments and infrastructure. Here’s an example of these videos performing well for him:
The lesson: When people want information about your community, they should think of you first.
Holly D’Arcy: Authenticity is a power move
Holly D’Arcy creates content showcasing the area she serves and shares personal insights as a mother, real estate agent and military spouse. She shows up in an authentic way that attracts her ideal clients to follow her on her journey as an agent.
Many of her posts perform well, but one in which she addressed a topic that resonated with her ideal audience went viral with more than 347,000 views, compared to her following of just over 2,000 followers on Instagram. Here is that message:
The lesson: Be yourself. Showcase your community and your life. Authenticity is unsurpassed.
Connect Instagram And Facebook.
Omer Reshid: Document the journey
Omer Reshid has turned heads by documenting his daily experiences and sharing the lessons he’s learned along the way. His content feels authentic because it is authentic. He inspires other young agents and young entrepreneurs, leading to explosive growth in his career.
He gives his insights about the market and the fact that he is a young, successful real estate agent. Some of his best performing content is his daily posts. This is an example of these types of messages:
@omerreshid_ real estate agent day in the life📲 #dayinlife#property#broker#broker#realtoroftiktok#sale#fyp#viral#lifestyle#realtorofinstagram#youngentrepreneur ♬ original sound – Aideen
The lesson: You don’t always need a script. Sometimes people just want your perspective and a behind-the-scenes look at your life as an agent.
Megan Sullivan: Show off your marketing
Megan Sullivan demonstrates the power of consistently marketing listings via video. Each advertisement becomes an opportunity to showcase not only the property, but also its expertise. She creates additional content that answers common buyer and seller questions and personal information.
This is an example of a listing video that generates leads and markets to prospective listing customers.
The lesson: Each listing is marketing for the next listing.
Connect Instagram And Facebook.
Catherine Osborne: Tell your story
Catherine Osborne does an amazing job sharing her story, her background, and her journey. She focuses on the Dallas luxury market and includes elegant home tours, market updates and community overview videos. People connect with people before they connect with properties. A good example of this is her introductory video at the top of her profile. This is a link to that video:
The lesson: Your story is often your most underutilized marketing asset.
Connect Instagram.
Alyssa Curnutt: Become the local resource
If I had to pick one agent who has mastered local content, it would be Alyssa Curnutt. She consistently highlights new businesses, local developments and community news. Real estate content becomes part of a larger strategy instead of the entire strategy. This is an example of a video she made announcing a new zipline company coming to downtown Spokane:
The lesson: People follow local resources long before they need a real estate agent and she is a great example to follow.
Connect Instagram.
The bottom line
The biggest takeaway from studying these agents is simple: you don’t need a huge following. You need a clear goal and the ability to model after agents who have had success in other markets. The agents who are winning on social media today aren’t necessarily creating the most polished content. They create the most relevant content.
They answer questions. They present communities. They tell stories. They document relationships. And most importantly, they create content that serves the people they want to attract. That’s a strategy any agent can copy.
