• It's at the social fringe -- the brother-in-law's brother-in-law, the doctor's mechanic -- where many real estate agents find new business.
  • When a follower shares your post, they put your name in front hundreds of new eyeballs.
  • When you share real estate news articles, summarize key points and contribute personal insight about how the news might affect local home sellers and homebuyers.

Social networks make it possible to reach more and more people to whom you’re meaningfully connected. It’s at the social fringe — the brother-in-law’s brother-in-law, the doctor’s mechanic — where many real estate agents find new business.

Thankfully, Facebook has formalized these relationships. These “friends of friends” are databased, searchable and accessible. But how can an agent turn these secondary connections into leads and clients?

You need more than engagement. You the need the right engagement. When a follower shares your post, after all, they put your name in front hundreds of new eyeballs.

But unless that post proves your value as an agent — that is, unless you’re representing one of those “10 top Malibu mansions” — you’ll appear to be just another friend or coworker.

Pett / Shutterstock.com

Pett / Shutterstock.com

To engage with secondary connections, help your followers help their friends. Provide valuable information and real estate advice that’s worth passing on.

Here are three suggestions for reaching the edges of your social sphere:

1. Demonstrate industry knowledge.

The homebuying process is complicated enough, but changing laws and regulations make it even harder to follow. When you share real estate news articles, be sure to add value.

Summarize key points and contribute personal insight about how the news might affect local homesellers and homebuyers. Your followers will be more inclined to share a post that applies directly to their friends and family.

2. Tell a problem story.

Many agents share client success stories and photos of beautiful homes, and such posts often draw cheers. But those in the market need to know about pitfalls and mistakes, too.

Introduce a real estate problem, such as a common remodeling error or an open-house faux pas, then share a solution learned through years of experience.

3. Make a thoughtful recommendation.

As an agent, you know more about homeownership than most anyone. Help your followers help their friends with timely, concrete suggestions.

Many people might not think to schedule snow removal in October, for example, but a plowing contractor will be too busy when the first storm hits.

When you suggest fall cleanup, add value by recommending a favorite lawn care provider or share sale information at a home improvement store.

As a medium, social media seems to lend itself to bright images and impulsive clicks. After all, it’s hard not to “like” a photo of a cat asleep on the beam of a for-sale sign.

Although such content often creates engagement, it does little to grow your personal brand. Demonstrate your value as a real estate agent with content that creates meaningful, professional engagement.

Instead of posting things your social followers want to see, provide content that they — and their friends — need to see.

Mike Pontacoloni is director of marketing at MyHomeProNetwork, a real estate technology company.

Email Mike Pontacoloni.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription