A real estate agent can get 4 million views on a post and still not immediately convert a client. Another can get more than 140 people requesting a local guide from a single post.
Both examples illustrate something I see agents struggle with all the time: figuring out which posts are actually moving their business forward.
Through my work developing content strategies for real estate agents and seeing how those ideas perform when agents put them into practice, I get an interesting look at what happens after a post goes live. Some results are obvious, like a new client inquiry or a closed transaction. Others take longer to show up.
Across those experiences, I’ve noticed seven types of posts that can create opportunities beyond the view count. Here’s how to make them work for your business.
Real estate social media ROI: 7 posts that turn views into clients
1. Local opinion posts
Instead of posting another generic list of the best restaurants in town, give people something they can actually weigh in on.
Try unofficial city awards, neighborhood superlatives or a ranking of the best breakfast burritos. Specific topics invite locals into the conversation.
Agent Alisa Cox shared that her “Unofficial San Antonio Awards” post generated more than 140 comments requesting her spring guide.
View this post on Instagram
What I love about this approach is that the audience gets to participate, and there’s a natural next step for anyone who wants more. Create a post around a local debate, then offer a related resource in the comments.
2. A post that actually invites someone to hire you
Take a look at your last 10 posts. Would a stranger know who you help and how to work with you? Agents can spend months posting useful information without inviting anyone to become a client.
One format I love is an “Application to Be Your Realtor” post. Think of it as a playful application where you describe the clients you’d love to work with, what they can expect from you and how to get started. Have fun with the qualifications while showing people what makes your approach different.
Agent Sarina Spinelli-Wagner reported that her version generated DMs, including one that eventually became a closed buy-and-sell transaction.
View this post on Instagram
You can use her original carousel as inspiration, and then adapt the questions and qualifications to the clients you want to attract.
3. A personal story your ideal client can relate to
Think about experiences that shaped how you see home or community.
Maybe you moved across the country and had to start over. Maybe you chose a smaller home to live in a neighborhood you loved. Or maybe your first buying experience taught you something you wish every client knew.
I recently spoke with agent Shauna McCoy on Above Asking about an Instagram Reel that reached around 4 million views. She shared that her kids share a room so their family can live within walking distance of the beach. The tradeoff sparked strong opinions, but she said the post wasn’t one that converted right away. Some of her smaller talking-to-camera posts, however, have brought people into her DMs because they recognized their own experiences in hers.
View this post on Instagram
That’s why the details matter. Give someone enough of the real story to recognize a feeling, a decision or a stage of life they’ve experienced themselves.
4. A trend that still connects to your market
I’m all for jumping on a trend, especially when you can make it relevant to your ideal client.
One creative example I’ve seen matched Huntsville neighborhoods with ’90s R&B artists. People recognize the music, have opinions about the comparisons and might learn something about the neighborhoods along the way.
You could adapt the idea by matching neighborhoods to television characters, personality types or different lifestyles. Before using a trend, ask whether someone who might actually move to your area would find it interesting.
Check out this FREE template for creating these posts.
5. Hyperlocal identity posts
Every city has its own little language, habits and things that only locals understand. Turn those into content.
“Things We Say in [City]” is one example. You could also create posts about signs someone grew up in your neighborhood, the businesses everyone remembers or the oddly specific things people do in your market.
Familiar references make people think of someone who’d appreciate the post. Look for details that make locals feel instantly understood.
6. Saveable seasonal guides
One of my favorite questions to ask when planning local content is whether someone would actually want to come back to it later.
Think fall bucket lists, summer activities with kids, holiday events, weekend itineraries or a guide to everything happening in your city this month.
Create something useful enough that people want to save it, share it or request a copy. Offer a downloadable version, invite people to subscribe to your local email list or turn the guide into a recurring resource. Pay attention to which topics generate saves and requests.
7. A recurring local series
I think agents put unnecessary pressure on themselves to reinvent their content every week. Some of your strongest ideas should become recurring series.
A monthly local edit can feature new restaurants, events, neighborhood updates and businesses you’re excited about. The format stays familiar while the information changes.
A weekly neighborhood spotlight or monthly relocation roundup gives people a reason to return.
Someone might discover you through a local guide, follow your monthly edits for a year and eventually reach out when they’re ready to move. You’ll probably never know which individual post deserves credit because the relationship developed over time.
Track conversations, downloads, leads and closings. Before deciding what to post next week, get specific about your future client. What would they share, care about or remember?
Then create something worth sticking around for.
Alyssa Stalker is a real estate branding strategist and host of the Above Asking podcast. Connect with her on LinkedIn or Instagram.
