Rethinking Social Media for Repeat Business
Focusing on past customers and contacts with helpful, timely posts can spark conversations, build familiarity and drive referrals over time.
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, Josh Ries, a real estate broker and a lead generation consultant, said in Inman.
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.
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.
“Your sphere, your database, your past clients, your SOI, whatever you want to call it, this is the most profitable source of business in real estate. Not because it is the most exciting, but because it is the cheapest to nurture and the easiest to convert,” Ries said.
Source: Inman (02/05/26) Ries, Josh
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