March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
Social media isn’t just a place to post pictures of your listings — it’s a lead machine if you use it right. The problem is that most Realtors either overcomplicate it or don’t stay consistent long enough to see results.
I recently sat down with @rich_your_realtor, otherwise known as Rich Pobre, a Las Vegas agent who figured it out. He didn’t reinvent the wheel or spend thousands on ads. He kept it simple, stayed consistent and built a system that now brings in hundreds of monthly leads — all from social media.
His journey started in late 2023 when he decided to reset his Instagram. He removed fake or inactive followers and committed to one thing: Post one real estate Reel every single day. That’s it. No excuses. No worrying about whether a post would “go viral” or not. It just shows up daily with valuable content that buyers actually care about.
The post that took off
Three months into his new strategy, one of Pobre’s posts exploded. It was a simple house tour featuring a new-build home offering a $1,000 earnest money deposit deal. Nothing flashy. No over-the-top editing. Just a straightforward post showing a great deal — and it pulled in 310,000- plus views. That one post changed everything.
Pobre quickly realized that social media success isn’t about getting every post to go viral — it’s about staying consistent so that when one does take off, you’re ready for it. If you get 500 views on a post and you post daily, that’s 15,000 views a month. That kind of exposure changes your business, Pobre said.
Where most Realtors go wrong on social media
The biggest mistake Realtors make? They try to be enjoyable instead of being interested. Pobre doesn’t post content just to sound smart or rack up likes; he’s focused on what buyers actually want to see.
Instead of generic “how to buy a home” posts, he leans into:
- Home tours with real deals buyers care about
- Eye-catching, colorful graphics to make his content stand out
- Hooks that spark curiosity and drive engagement
- A system to capture leads directly from comments
And most importantly? He doesn’t stop posting just because one post doesn’t take off.
Why this matters for Realtors
Pobre believes that in the next few years, social media will replace Zillow as the top lead source for agents. Buyers want real content from real people — not just another ad. They’re making connections with Realtors before they’re ready to buy, and the agents who build that trust now will dominate the market later.
Realtors think social media is too crowded, but we’re still early. In a few years, new agents will enter the market with 30,000-plus followers and built-in credibility. Pobre said that if you’re not building your brand now, you’ll play catch-up later.
So what should agents be doing right now?
- Pick and own a niche — first-time buyers, luxury, new construction, whatever. Just commit.
- Post daily, even when you don’t feel like it. Momentum is everything.
- Engage with your audience. Comments, shares and conversations drive growth.
- Don’t pay for ads (yet). Learn what works organically first, then scale it later.
Rich built his social media brand from scratch in under a year. He doesn’t just get leads — he’s built a machine that runs on autopilot.
If you’re still on the fence about social media, this is your sign to start.
Connect and see Pobre in action on his social media accounts: Instagram and YouTube.
Rick Guerrero is the Director of Branch Sales and Strategic Partnerships at US Mortgage Corp. You can follow him on Facebook or connect with him on LinkedIn.
