If you’re treating Instagram like a website or worse, a never-ending real estate seminar, we’ve got some things to discuss.
In this episode of Modern Agent Marketing Girls, we’re breaking down what’s actually working on social media right now — and why old-school real estate content just isn’t cutting it anymore. Think less “how to hire the right agent” and more pop culture, storytelling, and content that makes your dream clients say, “OMG, I absolutely need her in my life!”
We’re diving into why your hairstylist totally gets marketing (no, really!), how to create content people actually want to engage with, and why you should be having fun with your content.
After all, if you’re not having fun with it, no one else is either!
Why Your Hairstylist Gets It Right
You know that feeling when you sit down in your hairstylist’s chair, and before you even talk about your hair, you’re deep into a conversation about White Lotus, your latest Target haul, or the chaotic brilliance of Southern Charm? That’s because great hairstylists get it — building relationships comes first, the service comes second.
Chelsea realized this mid-appointment while catching up with her stylist of ten years. Imagine if, instead of swapping show recs and life updates, her stylist spent the whole appointment explaining hair color formulations and the science of highlights. Chelsea would probably fall asleep!
Of course, there’s a time and place for expertise (like when you’re making a major color change), but most of the appointment is usually just real, fun, human conversation.
And that’s exactly how social media should feel.
Kayla, who used to be a hairstylist herself, backed it up — people don’t choose a stylist because they give the most detailed lecture on hair chemistry. They choose them because they like them, they trust them, and they feel comfortable in their chair.
The same applies to real estate. Your clients don’t need a step-by-step breakdown of every single process to believe you know what you’re doing. They need to feel like they know you, like you’re their go-to girl before they ever need you.
How to Create Content That Actually Gets Engagement
People follow accounts that entertain, inspire, or genuinely spark their interest — accounts such as Tonic Site Shop.
Chelsea is obsessed with their content (and for good reason). Instead of posting the typical, “Here’s how to build a website” or “5 reasons to invest in a custom template,” they create fun, bingeable posts about why everyone is obsessed with White Lotus or the psychology behind the Pumpkin Spice Latte obsession.
They use pop culture, storytelling, and strategic case studies to make marketing fascinating. And guess what? Their audience knows they sell website templates because their content speaks for itself.
Kayla pointed out another genius move: they show, not just tell.
When Wicked was trending, they shared what Elphaba’s website might look like using their templates. When Barbie took over last summer, they leaned in with Barbie-themed branding content.
It was timely, relevant, and engaging, so of course when someone needed a new website, Tonic was the first place they thought of.
This is the same energy real estate agents need to bring to their marketing. Instead of cranking out dry, educational posts, make your content fun and relatable. Tie it into topics people actually want to talk about.
Ask yourself two questions:
- What’s something I wish every buyer or seller knew?
- What’s something I love to talk about?
Then, find a way to mix the two. Maybe you relate the home-buying process to a Taylor Swift album era, compare listing negotiations to an episode of Selling Sunset, or explain real estate investments using Monopoly strategy.
The goal is to make real estate content so engaging that people can’t help but stick around.
The Power of a Good Story
If you want content that truly sticks with people, here’s the secret: tell a story.
Stories are how we connect, how we learn, and how we remember things.
Chelsea and Kayla love this approach in their marketing and share a super useful tip involving ChatGPT.
Tell ChatGPT: “I want to tell a story about [insert specific real estate topic here], and I wanna tie it into my love of [insert something you love here — gardening, travel, coffee, whatever].
You might get a killer hook, a fun metaphor, or even an entire post idea that makes real estate feel interesting instead of dry.
Kayla has been using storytelling in her newsletter for years. She literally keeps a running list of great stories on her phone and then ties them to a specific takeaway.
Like the time she found out 30 minutes before class that a paper was due and had to speed-write two pages of nonsense. (Which her professor then read out loud to the class!!!) She’s used this story to illustrate everything from procrastination to thinking on your feet.
So here’s your challenge:
- Start keeping track of your own stories. What funny, frustrating, or relatable moments have happened in your life lately?
- How can you tie them back to what you do?
Our Content in 2022 vs. Now
Kayla took a trip down memory lane, revisiting some of the content we created back in April 2022. And while the captions weren’t necessarily bad, the way we hooked people definitely strikes us as outdated now.
Take this example:
2022 Post Hook: “How to Hire the Right Agent for You.”
Sounds helpful, but today, that kind of hook doesn’t stop the scroll — it reads like an informational brochure.
2024 Post Hook: “POV: You’re a [City Name] local who loves slow mornings, long walks with your dog, and finally buying a house.”
See the difference? Instead of sounding like a real estate textbook, the new version feels relatable. It builds connection first. The message is still the same (helping people find the right agent), but now it invites engagement instead of just stating a fact.
Here are some more examples…
Example 1: Selling Yourself Without Sounding Salesy
2022 Hook: “Now Accepting New Clients!”
(This feels like a business card. No one is stopping their scroll for this.)
2024 Hook: “What’s a mini consult like? Let me show you.”
(This one shows instead of tells, making it feel more inviting and personal.)
Example 2: Local Content That Actually Works
2022 Hook: “Weekend Events in [City Name].”
(Sure, it’s helpful, but people can Google this.)
2024 Hook: “Where you’ll find me every Saturday in April.”
(This makes it personal and intriguing — people now want to know where you love to go, and that builds connection.)
Example 3: Making Market Updates Fun
2022 Hook: “Supply & Demand: What’s Happening in the Market Right Now.”
(Boring, right?)
2024 Hook: “Makeup & Market: Listen in on my latest client convo while I get ready this morning.”
(This makes the same info feel more casual, relatable, and engaging.)
We’re seeing this shift across industries. Clear and professional works great for a website, but on social media, you have to stop the scroll first. That means ditching the corporate-sounding hooks and making your content feel like something people naturally want to engage with.
Social Media is Like Dating
Think of social media like dating. It’s fun, light, and full of casual conversations at first. You’re building a connection, getting to know each other, and maybe even flirting a little. But just like dating, there are levels to this relationship.
When someone follows you, that’s like a first date. They’re intrigued, but not ready for a commitment.
If they sign up for your email list, that’s a little more serious, like becoming exclusive.
And when they finally reach out for a consult? That’s when the engagement begins (literally).
Now, imagine you went on a first date and the other person immediately started talking about marriage. You’d probably run, right? That’s how it feels when agents jump straight to “Now accepting new clients!” on social media. It’s too soon.
Instead, the goal is to create content that eases people in, builds trust, and keeps them coming back until they’re ready to work with you.
Look for Inspiration Outside Your Industry
If you want to create social media content that actually connects with people, stop looking at what other real estate agents are doing.
Kayla and Chelsea spend all day studying marketing, and most of their inspiration doesn’t come from real estate. It comes from people from all sorts of industries who get how to create content people want to consume.
Take Tori Sprankel, a brand designer who’s been on the podcast. She doesn’t post about file types, color theory, or the technical side of branding. Instead, she shares behind-the-scenes moments of working in the margins of motherhood — something her audience deeply relates to. And when they need a brand designer, she’s the first person they think of!
Or look at authors like Sara Adams and Abby Jimenez. They’re not posting about their writing process or how they structure dialogue. They’re creating content around how their books feel — building a community of readers who love the same things.
Then there’s Claire Kinney, a fashion blogger. She doesn’t post “5 Steps to Build an Outfit” or “How to Dress for Your Body Type.” She shares “Do these two things, and you’ll feel unstoppable.” It’s simple. It’s engaging. And it makes people want to follow her.
Why Being a Good Fit Matters in Real Estate
Finding the right real estate agent involves trust and connection.
Chelsea shared how many people end up frustrated with their agents simply because they weren’t the right fit. Maybe they didn’t feel comfortable pushing back on pricing or voicing concerns. Maybe communication styles didn’t align. Whatever it was, it wasn’t the best experience, and it didn’t have to be that way.
Clients are looking for the agent they feel comfortable texting at 9 p.m. when they’re having a mild (okay, major) freakout about their offer. The one they trust to guide them without second-guessing every step.
And when you focus on attracting clients who genuinely click with you, everything snowballs. They’re more likely to refer their friends (who are also your ideal clients), leave glowing reviews, and make your job way more enjoyable.
Kayla saw this firsthand in her early years of real estate — her business took off because one client found her on Instagram, loved her approach, and sent an entire pipeline of referrals her way.
That’s the goal. You don’t need every client. You need the right ones — the ones who wouldn’t dream of working with anyone else. The ones who feel about you the way you feel about your go-to hair girl.
Ready to Attract Your Dream Clients?
Here’s your homework: Take a look at your content. Are you treating Instagram like a website, or are you actually giving people a reason to follow, engage, and trust you? If it’s feeling a little too much like a real estate seminar, it might be time for a refresh.
Need help? We’ve got you. Grab our 2025 Trending Content Ideas to get inspired and start creating posts that actually attract your ideal clients.
And as always, slide into our DMs if you want to talk Southern Charm… or, you know, real estate.
Xoxo,
The Marketing Girls
Mentioned in the episode:
♡ Book: Email Storytelling Playbook
This episode was edited by Adrienne Cruz.
