‘Digital Door Knocking’ Turns Posts Into Leads
Agents are embracing “digital door knocking,” using genuine online conversations, comments, messages and polls to build trust and attract new clients.
NEW YORK -- Real estate professionals are shifting away from one-sided social media marketing toward a more interactive approach, known as digital door knocking.
Instead of relying solely on posts about listings or market trends, agents are finding success by engaging directly with their potential customers through thoughtful comments and direct messages. This strategy encourages agents to treat social media like a conversation hub, where authentic interactions lead to stronger relationships and potential leads.
Strategies include responding to posts with meaningful messages, congratulating followers on milestones or offering support when someone mentions moving or homeownership stress. These actions help build familiarity and trust, laying the groundwork for future real estate conversations.
Public comments and story replies on platforms that include Instagram and Facebook offer natural entry points for connection. Agents are also encouraged to post conversation-friendly content, including polls, local tips or questions, that invite responses and engagement.
When real estate topics arise organically, agents can provide helpful insights or set up a low-pressure call, allowing the conversation to transition naturally from personal to professional. The goal is to build rapport over time, rather than forcing a sales pitch too early.
Overall, digital door knocking focuses on showing up consistently, engaging sincerely and building relationships first. As agents nurture these connections, business opportunities follow.
Source: RISMedia (07/22/25) Brown, Paige
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