Social Media Mistakes That Hurt Business
Agents should focus on consumer-centered posts, avoid politics, engage followers and mix personal with real estate content to build trust.
NEW YORK — Real estate coach Brian Icenhower says too many agents damage the lead and referral potential of their own social media channels by posting agent-focused material and using their personal pages.
He recommends agents go all-in on their business profiles and make sure they consistently post relevant consumer-centric content. Agents should focus on sharing how much they have helped their clients achieve their dream homes or sell their home.
Social feeds should not feel like a billboard of new listings, "just sold" graphics or open houses. Agents should post three personal posts for every one real estate related one. These personal posts should be about providing sneak peaks into your personal life, not sharing your life story. They should build connection and engagement, while one real estate post should showcase services performed.
Never share religious or political posts because you are trying to build a reputation for your business, not choose sides. Icenhower warns, "Politics and religion will shrink your target market in half instantly."
Agents also need to engage with their followers and other people's posts. Like at least 10 posts, comment on 10 others and reshare five posts or send five direct messages. This formula enables agents to reach out to at least 125 people per week. All posts should make the agent look warm and accessible.
Once social media engagement increases, agents should move those contacts into their CRM program for more regular contact and for providing actionable information for those actively looking to buy or sell a home.
Agents also should become the local expert, a person that homeowners call when they need a plumber or a dog groomer. Making local connections can lead to more referrals and a cadre of loyal clients.
Source: RISMedia (06/17/25)
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