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Are you tired of getting likes on your posts but seeing zero actual business coming from your social media efforts? You’re not alone.

As real estate agents, we often make a critical mistake on social media—we treat it like a billboard instead of what it truly is: a networking event.

I’ve coached over 200 agents at one of the world’s top brokerages, and I can tell you that likes don’t equal relationships. But engagements lead to conversations, and conversations lead to clients.

Let me walk you through three powerful, practical ways to transform those surface-level social media interactions into leads that actually grow your business.

Shift Your Social Media Mindset

Before we get into specific strategies, let’s address the fundamental mindset shift needed to succeed on social media.

Your followers need to know, like, and trust you before they’ll ever do business with you. Just posting and collecting likes isn’t enough—they need real interaction from you.

When someone likes or comments on your post, treat it like they’ve said hello to you in person at a networking event. Would you ignore someone who walked up and greeted you? Of course not!

Social media isn’t just a digital billboard; it’s a relationship-building tool that gives you the opportunity to connect with more people than you could ever meet face-to-face.

Strategy #1: Engage With Commenters Like You’re At A Party

When someone comments on your post, they’re initiating a conversation. Don’t leave them hanging!

Here’s how to turn comments into conversations:

• Reply with a question to keep the conversation flowing
• Take the conversation to DMs for more personal connection
• Reference something specific from their comment to show you’re truly listening

For example, if you post a just-listed video and someone comments “That’s in my neighborhood!” don’t just say “Thanks!” Instead, ask: “What do you love most about that area? Have you lived there long?”

This approach transforms a casual comment into a meaningful exchange—the first step toward building a relationship that could eventually lead to business.

Strategy #2: Leverage Polls and Question Boxes

Polls and question boxes are goldmines for engagement, yet most agents don’t use them effectively.

These tools do something powerful—they make people think. And when people think, they start looking for solutions. If you’re positioned correctly, you become that solution.

Here’s how to use them effectively:

• Ask targeted questions related to your expertise
• Make questions timely and relevant to current market conditions
• Follow up personally with everyone who responds

For example, you might ask: “Are you thinking about buying this year?” or “What’s your biggest concern about today’s real estate market?”

When someone responds, you’ve earned the right to continue the conversation. You can send a DM saying: “Thanks for responding to my poll! I’d love to hear more about your thoughts on buying in this market.”

This creates a natural opening for more meaningful conversation without feeling pushy or sales-oriented.

Strategy #3: Use Social Proof and Testimonials to Spark Conversations

People trust what others say about you far more than what you say about yourself. I never call myself a great coach—I let my clients do that for me.

Testimonials and success stories create instant credibility and naturally spark conversations.

Here’s how to leverage them effectively:

• Share a specific success story from a past client
• Include a call-to-action that invites similar conversations
• Ask questions that help others see themselves in the same situation

For example, post a testimonial from a first-time buyer and add: “Helping Keisha find her dream home was such a rewarding experience! Thinking about buying your first home? Let’s talk about your goals—I’d love to hear what you’re looking for.”

This approach positions you as a proven problem-solver rather than just another agent looking for business.

Your Follow-Up Strategy Is Everything

If you don’t have a solid follow-up strategy, you don’t actually plan to convert leads into clients.

Follow-up is for conversion. Period.

Once you’ve initiated these conversations through comments, polls, or testimonials, you need a systematic approach to nurture these relationships:

• Save leads to targeted lists for organized follow-up
• Check in consistently at 30, 60, and 90-day intervals
• Offer genuine value with each touchpoint (market reports, free guides, etc.)
• Always reference your initial interaction to maintain context

Without this follow-up system, you’re leaving money on the table. The agents who win on social media aren’t necessarily the ones with the most followers—they’re the ones who consistently follow up and build genuine relationships.

Treat Social Media Leads Like Real Relationships (Because They Are)

The most successful agents on social media know how to make online leads feel like they’ve known them for years. It’s a skill developed over time.

Remember, you build relationships on social media the same way you build them in real life:

• Spend time with people
• Ask questions about their wants and needs
• Share relevant aspects of your life and business
• Offer value without expecting immediate returns
• Listen more than you talk

When you approach social media this way—as the starting point of a relationship rather than a megaphone for your listings—you’ll see a dramatic shift in both engagement and conversion.

Stop Waiting for Leads to Fall in Your Lap

The biggest mindset shift you need to make is to stop passively waiting for leads and start actively creating them.

Social media gives you incredible leverage—one post can put you in front of thousands of potential clients. But that’s just the beginning.

As my grandmother used to say, “You got to bring the fish in before you clean it.” Social media helps you cast a wider net, but it’s what you do after you get a bite that determines your success.

Create a plan for how you’ll engage with people on social media, how you’ll move them into your world (your email list, your phone, or ideally, face-to-face meetings), and how you’ll nurture those relationships over time.

With this approach, social media becomes not just another marketing tactic, but a powerful engine driving your real estate business forward.

The engagement equation is simple: Meaningful interactions + consistent follow-up = clients and closed deals.

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Are you ready to take your real estate business to the next level? Join my Blueprint Program where I teach you the exact systems and strategies I’ve used to build multiple 7-figure businesses. Click HERE to learn more!