Top social media strategy to turn posts into profits

According to REA national customer training manager Tara Christianson, successful marketing requires a well-considered mix of content tailored to the agent’s audience while also being future-focused to build a solid pipeline over time.

“To be successful in social media marketing, agents have to think about their current demographic, but also who they wish to attract as they want to start planting the seeds for the people they want to work with down the road,” Christianson told REB.

“I think that's one of the things that social media can do very well for agents, is to lay that groundwork even before people realise they want to buy or sell their property, and by that time they know who agents are not only as a professional but as a person too.”

Christianson, whose day-to-day is to help real estate professionals use digital strategies, said that social media remained one of the few online channels where audiences actively seek advice and information, not just advertising.

Used well, she said that social media can educate or entertain, giving agents visibility.

“Social media serves two clear purposes: to educate or to entertain, giving agents the opportunity to tailor their content depending on which type of audience they want to attract.”

However, she said that agents shouldn’t rely on a single social media platform, such as being an Instagram or TikTok agent, but should maintain a presence across multiple channels and focus on genuine differentiation, not just platform-based gimmicks.

“They shouldn’t put all their eggs in one basket; it’s dangerous because the algorithms change very quickly.”

Here is how to effectively build a strong social media strategy:

The 3-part content strategy

According to Christianson, agents should use the “rule of three” and create three types of content that work together like “three Beyoncés” rather than a single strong piece and two weaker ones.

In content marketing, she said it translates to creating content that attracts the right audience, nurtures their engagement, and ultimately converts them into leads.

To be an effective strategy, she said that agents must be very specific about who they want to reach, where to find them, and what message will resonate amid all the noise.

1. Attract new audiences

Christianson said that even before posting content on social media, agents should market themselves by ensuring their profiles are up to date and accurately reflect who they are.

She said that before engaging with an agent, over three-quarters of sellers will use online sources such as Google or even ChatGPT to dig more about the realtor's profile, reviews and reputation.

“The first step in attracting new clients is introducing them to you and your brand, whether at an individual or agency level.

“This starts with ensuring your online presence – profiles, agency websites, and search results are accurate and reflect the image you want to project.”

“You need to control the information people find when they Google you or ask AI tools, revisiting and updating your profiles as needed.”

She said agents should craft profiles that are easy for both people and algorithms to read, using bullet points, testimonials, actual reviews, and, at the end, the clear reasons why sellers should choose them.

Similarly, Christianson said agents should extend the strategy to social profiles by tailoring content to their audience and showing them immediately whether their account is relevant to them

“People don’t have time to waste. When people stop on your social profile, they're going to want to know, is this for me or not straight up.”

“Agents can also post client stories, testimonials, instructional guides, and quick wins to help them catch the new audience's attention.”

“However, agents need to engage actively; they can’t just post and leave; they need to respond immediately and interact with others.”

Additionally, at the end of their profiles and social media posts, Christianson said agents should include a call to action to ensure potential customers can reach them directly.

2. Nurture content for the existing audience

According to Christianson, agents should analyse their audience to understand who their core followers, advocates, and cheerleaders are, and identify who is missing.

She said nurturing an audience requires more than constant property posts, urging agents to broaden content beyond listings and focus on local and hyper-local news, community stories, live videos for authenticity, and practical solutions to common client problems.

“Consistency and showing the human behind the brand are key to building trust and engagement.”

“People really respond well to the people who are social and who express who they are.”

She said community storytelling and relationship-building are essential, even when content is not directly tied to immediate deals.

While some agents will be very creative, Christianson said that AI can help build a clear content strategy and calendar.

“While AI can generate content ideas, shot lists, and tone guidance, it should never be used without sense-checking for accuracy and brand voice.”

She said that at the moment, short-form videos have been trendy, consistently outperforming other content across most social platforms and can be easily repurposed across channels like YouTube to maximise reach.

“Agents should overcome their fear of video, focus on being purposeful, and remember it doesn’t need to be perfect to be effective.”

Additionally, she said agents can also repurpose existing content, such as blog posts, into tailored social media pieces for different platforms.

“AI can also help diagnose where content is underperforming and suggest ways to improve attraction, nurturing, or conversion.”

3. Convert content into leads

While posting content boosts agents' visibility, Christianson said the most important aspect of social media is genuine engagement.

She said before posting, agents should have a clear hook to lead value-driven content that educates or reassures the audience.

“Your hooks should reflect real client concerns, grab attention and spark conversation.”

Once a post is published, Christianson urges agents to stay active in the first 15–20 minutes and respond quickly to comments and messages to build trust and signal relevance to social media algorithms.

“Agents should interact with other accounts to reinforce the “social” aspect of social media, as interaction helps nurture relationships and makes it easier for people to engage in conversations.”

Christianson said making it easy for people to engage increases conversion opportunities. Finally, she said effective engagement, automation, and clear direction turn content into measurable business outcomes.

Additionally, Christianson said that every post must clearly state what the audience should do next, using simple, direct calls to action.

“DM automation tools can help guide people seamlessly to the next step, such as requesting information or resources, streamlining agents’ workflow.”

Avoid the tall poppy syndrome

While for some agents social media is a given, Christianson said that for others it seems unnatural and uncomfortable.

“Agents have to look at it like a continuation of their service in the online space.”

She said that nowadays, many people hesitate to reach out to agents immediately but still want to learn about their local market, lifestyle, and community features.

Real estate agents can effectively translate their local knowledge online by adopting a service-focused approach, which overcomes fear and provides genuine value to potential clients.

“It's not just meant for advertising, but also how agents can help their communities and be those hyper-local experts,” she concluded.