"If you want social media to produce real business, Josh Ries writes, stop treating it like a lead vending machine. Make content for those who already know you, because that's where the easiest conversions live. This sounds backward, but you should not be creating social media content to get more real estate leads. I know that goes against what most agents have been told. Post consistently, add hooks, run trends, go viral, fill the top of the funnel. We did that, too."
"It worked on paper. We got reach. We got leads. We got conversations. What we did not get were easy conversions. Those people were hard to close because they did not know us. They did not trust us. They were not emotionally connected to our brand, our process or our reputation. So every lead felt like starting over, and every follow-up felt like work."
Prioritize social media content for existing contacts—past clients, sphere, and database—because they convert more easily and cost less to nurture. Top-of-funnel strategies generate reach, leads, and conversations but produce prospects who lack trust, context, and emotional connection, making conversions difficult. Existing contacts already have context and some level of trust, which reduces the need for heavy pitching and repeated follow-up. Tailor content to what the database needs now, provide consistent relevance, and reinforce existing trust to increase retention, repeat business, and conversion efficiency.
Read at Inman
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