Rethinking Social Media for Real Estate
Instead of chasing algorithms, one expert suggests agents should flip their strategy, starting with familiar faces to drive steady business.
NEW YORK — Social media can be more effective for real estate agents when it is used to stay connected with people they already know rather than to chase new leads.
A database-first approach focuses on creating content that answers common questions, explains market conditions and addresses everyday concerns for past customers and contacts. This type of content keeps agents relevant and top of mind without relying on aggressive selling or viral tactics.
“Make content for the people who already know you, because that is where the easiest conversions live. Then let the algorithms do their job and distribute that same clarity to new people who need it, Josh Ries, a real estate broker and lead generation consultant, said in Inman. “Build for your database first. The leads will follow.”
Posts that provide clarity or timely context tend to generate more natural conversations and ongoing engagement, which can lead to referrals and repeat business over time. Social media platforms often extend the reach of content that resonates, allowing useful messages to reach new audiences without being created for them specifically.
When used as a relationship tool instead of a lead vending machine, social media supports steady visibility and meaningful interaction, helping agents build business through familiarity, trust, and consistent presence.
Source: Inman (02/05/26) Ries, Josh
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