When Kelly Althof said her real estate brand would be a French 75 — simple, fun, and elevated — we knew we were in for a good conversation. As a Modern Agent Social Club member, church leader, podcast host, cheerleading coach, AND former English teacher, Kelly’s got the kind of layered, real-life experience that makes her marketing feel anything but cookie-cutter.

In this episode, she joins Chelsea for a coaching-style chat, in which we talked about what it really looks like to market without being pushy, how to turn everyday moments (yes, even Shark Week and school pickup lines) into strategic content, and why your best marketing doesn’t come from chasing trends but from knowing who you are and owning it.

Turning Engagement Into Leads (Without Being Pushy)

Kelly’s not new to this feeling: someone leaves a comment on a post, responds to a story, or gives a post a like, and suddenly, your marketing radar starts buzzing. You know they’re thinking about making a move, but you don’t want to be that agent who slides into their DMs like a cold pitch at a networking event.

So how do you turn that casual engagement into actual leads without feeling like you’re chasing people down?

Chelsea shared a few simple strategies:

1. Use your stories to create gentle entry points.

Start with something simple to build connection, like a morning story of your coffee or school drop-off routine. Then, weave in a soft call to action like a poll (“Thinking about buying this year?”) or question box (“Want my free prep checklist?”).

These light touches invite your followers to engage when they’re ready, allowing them to raise their hand on their own terms.

2. Repeat your offers like a favorite chorus.

Most agents mention their services once, maybe twice, and assume people will remember. But repetition builds recognition.

Bake your offers into your regular content, like adding a quick CTA on the last slide of a carousel or at the bottom of a caption. If you offer free buyer consults, a “Home Prep Checklist,” or a first-time buyer guide, make that clear often.

The key is to talk about it so casually and consistently that people start to associate you with that solution.

3. Treat your lead magnets like little doors into deeper connection.

If someone downloads your freebie, that’s your green light to follow up. Chelsea suggested delivering a little bonus after they opt in, like a short “buyer bootcamp” email series or a video walkthrough of what to expect next.

It’s a way to keep the momentum going without being pushy, and it gives your leads a chance to get to know your process before committing to anything big.

Instead of trying to convert every like into a lead, the real win is staying visible, offering value, and creating moments where potential clients can self-identify and say, “Hey, I want to know more.”

Freebies That Actually Work

When it comes to lead magnets, simpler almost always wins. Chelsea broke it down into two kinds of freebies that real estate agents should have in their marketing toolbox:

Freebie #1: A local freebie that gets people on your list.

A local events roundup, neighborhood guide, or “10 favorite coffee shops in Orlando” PDF can be a fun, low-pressure way to grow your list with people who may not be ready now but could be down the road.

Freebie #2: A client-specific freebie that gives a quick win.

This is where you solve one small but real problem for your ideal client. Think: a “Showing Prep Checklist” for sellers or a “First 3 Steps to Buying Your First Home” for new buyers. Instead of handing someone a full course on real estate, you’re giving them a starting point, something they can use right now.

Kelly shared how she used to hand over a full buyer consult guide that looked more like a workbook. Then she realized her clients were feeling like her kids when she gave them four instructions and they could only remember one. Now she uses a simplified “Buyer Bootcamp” to break things down step by step, and her clients are actually reading it.

Pro tip: Give a little more than expected.

Once someone downloads your freebie, don’t let the trail go cold. Chelsea loves following up with a bonus touch like a mini email series or a helpful video that walks them through what to expect next. It keeps the momentum going, and more importantly, it builds trust before there’s ever a contract on the table.

What Does “The Data” Even Mean?

When agents talk about tracking their Instagram data, it can start to feel like you need a spreadsheet, a strategy team, and a strong cup of coffee just to keep up. But as Kelly shared, most of her actual leads don’t show up in the metrics, at least not in the obvious ways.

They’re not always the ones liking, commenting, or saving posts. They’re the silent watchers. The ones screenshotting your tips, forwarding your post to their partner, or mentally bookmarking you as their go-to agent long before they ever DM you.

So what matters when it comes to data?

Chelsea’s answer: pay attention to patterns and conversations more than any one post.

If your carousels always get saved, your face-to-camera videos consistently get more views, or your “Just a Reminder” stories lead to a spike in email list signups — that’s a pattern worth leaning into. Don’t worry about every post performing. Focus on the formats and topics that keep showing up as effective.

Likes and comments can be helpful, but they don’t always tell the full story, especially in real estate. Instead, look at your reach (how many people saw the post), shares (how many sent it to someone else), and whether you’re gaining new followers from the content you’re posting.

If a specific type of post tends to spark DMs or replies that’s a sign to do more of that. Conversations are often a better indicator of connection (and potential business) than a spike in likes.

And if you want more eyes on your page, create posts that someone would want to send to a friend: your go-to date night spots, your favorite place to grab coffee after cheer practice, or an upcoming event in your area. Local, personality-driven content tends to get more reach, especially when you tag businesses or make it relatable to your community.

At the end of the day, “the data” doesn’t need to feel intimidating. You’re not looking for perfection—you’re looking for clues. The goal is to figure out what’s resonating with your people and do more of that.

Posting with Intention > Posting All the Time

Kelly brought up something so many agents can relate to: the pressure to show up constantly on social media… and the guilt spiral that starts when you don’t.

Chelsea replied that being consistent doesn’t require posting every day but posting with intention. Here’s how:

1. Forget the content calendar overwhelm. Start with a signature series.

Pick one type of post and one day of the week. Maybe Tuesdays become your “real estate mindset” Reel days. Maybe Thursdays are for your favorite local spots. The goal is to create a rhythm that feels manageable, repeatable, and personal to your brand without having to reinvent the wheel every week.

This approach builds trust with your audience and gives the algorithm more data to work with, which helps your posts reach the right people more consistently.

2. Give the algorithm something to work with.

It’s not that the algorithm is “punishing” you when you miss a post; it’s just that if you post super sporadically (like one week, then disappear for a month), Instagram doesn’t have enough info to know who should see your content.

Even posting once or twice a week on a consistent schedule can help the platform (and your people) understand what you’re about and when to expect you.

3. Make it fun (and low-lift) by getting your audience involved.
Chelsea shared a simple tip: let your followers vote on your next post topic. Not only does this give you content ideas, but it also makes your audience feel part of the process and holds you accountable to deliver what you promised.

Plus, it’s way easier to stay motivated when you know people are excited for what’s coming next.

4. When in doubt, go micro.

You don’t need to create massive guides or week-long campaigns. Think small: one tip, one recommendation, one story.

If you want to highlight local spots, don’t list ten. Just post about your Saturday morning coffee run or the high school football game your family never misses.

The bottom line: You don’t need more content. You need content that’s more you, shared consistently, with a clear intention behind it.

Does Scheduling Instagram Posts Affect Engagement?

For Kelly, scheduling content has been one of the only ways to stay consistent with social media. But even with the convenience of planning posts ahead, there’s still that little voice of doubt: Is this actually hurting my engagement? Would this post perform better if I showed up and hit “publish” in real time?

Chelsea’s take: Not at all. The algorithm’s not out to get you, and scheduling your posts might actually be the thing that keeps you showing up.

But it’s still a good idea to be a little active on the app when a post goes live. It doesn’t mean you need to hang out online all day, but even a quick story or comment shows the algorithm that you’re present and helps nudge your content into more feeds.

Oversharing? Or Just Being Real?

When Kelly first started showing up more consistently on Instagram, she found herself swinging between two extremes. One week she was posting behind-the-scenes cheerleading moments and life with teenagers. The next? Full-on professional mode with polished real estate advice and graphic-heavy posts. It left her wondering: Where’s the middle ground? And is there such a thing as oversharing?

This is a conversation a lot of agents wrestle with. How much is too much, and how do you blend personal with professional without feeling like you’re putting your whole life on display?

Chelsea pointed to the difference between being personal and being private. You don’t need to post every detail of your day to build connection. In fact, just giving people enough of a peek behind the curtain — something that sparks curiosity or invites conversation — is often all it takes.

To help strike that balance, Chelsea shared her go-to formula: the Modern Agent Content Cocktail. It’s one part real estate, one part personality, and one part local content. If you’re sharing something real estate-heavy, toss in a splash of personality. If it’s more lifestyle-driven, ground it in your identity as a local agent.

And when Kelly brought up the pressure of staying polished or “on-brand,” Chelsea reminded her: your vibe is your brand. Whether your colors lean more elevated and moody or fun and colorful, the key is picking something that feels like a reflection of you, not what you think will impress people on Instagram.

That’s where consistency really comes from—not in fonts or filters, but in how your content makes people feel. And if the whole thing still feels a little cringy, Chelsea said to ask yourself whose voice is in your head when that feeling comes up. Sometimes, identifying that inner critic (even if it’s just your teenager rolling her eyes) is the first step toward letting it go and owning your space online.

Instagram vs. TikTok: Where Should You Focus?

If you’ve ever found yourself wondering whether you’re “missing out” by not jumping on TikTok, you’re not alone.

Like many of us, Kelly has been on Instagram since the beginning, so it feels familiar, fun, and full of possibility for her. But when friends started building their businesses on TikTok and encouraging her to do the same, she gave it a try, only to realize something important: just copying and pasting your Instagram content onto TikTok doesn’t cut it. The audience is different. The format is different. The captions, trends, and even the tone are a whole new world.

Chelsea totally got it. She’s heard the argument a million times — some agents going viral on TikTok, others swearing by Instagram — and her take was refreshingly grounded: focus on where your people are, and where you actually want to be.

If your local community is active on Instagram, that’s your green light. You’ll build deeper relationships there, create content with more ease, and spend less time trying to crack the code on a platform that doesn’t feel intuitive.

Plus, Instagram does a pretty great job at helping you train your algorithm locally. When you’re posting about your town, tagging local businesses, or showing up at community events, Instagram takes the hint and starts putting your content in front of more people nearby.

As for TikTok, some agents have success with it, but it often works more like a stage than a dinner party: bigger audience, less intimacy. And in real estate, it’s those warm, organic connections that matter most.

The real key, Chelsea said, is owning the platform you love, showing up with consistency, and making sure you’ve got a solid foundation (like an email list) that’s truly yours, no matter what happens with social media trends.

Whether you’re posting a reel, writing an email, or having a casual chat at church, the goal is the same: build trust, show up as yourself, and stay top of mind in a way that feels natural.

So if Instagram is your thing, lean in. Create content that makes you feel at home. And let the rest of it go.

This episode was edited by Adrienne Cruz.