While leading sessions at real estate conferences over the years, the question I heard from agents most often was, “How can I use Facebook to get leads?”

I’ve always hated that question, because it assumes that Facebook is an even playing field for everyone. It’s not.

There’s a common misconception that any agent can make any tool work for them. It’s simply not true. One CRM system can be a boon to Jane Agent’s business, while John Realtor sees no impact despite a perfectly up-to-date database and a content calendar so beautifully curated it’d make Arianna Huffington weep.

So rather than trying every new trend, system or tool in the hopes that one of them will win you leads, start by considering your personal brand. Step back and ask yourself one very simple question:

“When do people like me best?”

The reality is, you can’t do it all. But by auditing your best relationships, whether they be personal or professional, you can discover your best potential client base. Then, identify the marketing or system channels that will help you build out that community to bring you success.

A few examples:

Perhaps you’re a great teacher who can easily explain complex topics to novices. Try hosting seminars or webinars to first-time buyers, who will need a patient and knowledgeable agent to guide them through the process.

Or you’re a home design expert who helps friends and clients decorate and remodel with the latest trends. Fantastic — create a lifestyle board on Pinterest, using an assortment of personal photos and listings you’ve staged perfectly. Engage with do-it-yourselfers, home stagers and remodelers to create a community, then watch your traffic increase with each repin.

Your clients love you because you live for negotiating and you love to broker difficult deals. Experiment with cloud software until you find the one that allows you to shift most quickly from title histories to the latest offer, thereby drawing out the details needed to win high-pressure deals.

Are you the person who always knows the best plumber, the best running trails, the Starbucks with the most outlets open on Saturday afternoons? If you’re the go-to expert for all things local, own it. Start a blog featuring your trusted services and favorite spots, and offer $10 local business gift cards to those who comment, share or engage with the posts.

And last, maybe you have that unique ability to garner 60 likes from a quick anecdote posted on Facebook. Congrats! YOU are the person who can draw leads in on Facebook — because people already like you on Facebook.

This list goes on and on. But before you embark on hours of new posts or data integration only to realize the tool isn’t for you, remember that relationships are at the heart of real estate.

By focusing on the relationships you’ve had success with, and finding tools that allow you to recreate those relationships in your business, you’ll not only attract great clients — you’ll have fun doing so.

Gina Thelemann is the marketing coordinator at Inman News.

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