Posting your real estate graphics on Facebook is like bringing business cards to church, technically allowed, but also… why???

In this episode, Chelsea and Kayla are showing you exactly how to use Facebook to market your real estate business in a way that makes sense for the platform.

Your Facebook personal page isn’t a lead generation machine. It’s not designed for you to go viral or reach thousands of strangers. It’s your digital neighborhood gathering, the place where your high school bestie, your former coworkers, and your kids’ friends’ parents all hang out together. These people already know you, already like you, and probably already know you sell real estate. So you don’t need to convince them!

Your Facebook Personal Page is a Holiday Party

Think about the last holiday party you hosted or attended. You weren’t walking around handing out business cards or showing everyone a slideshow of your latest listings, right? You were probably asking about someone’s kids, talking about where to grab the best coffee in town, or swapping stories about the weirdest showing you had last week.

That’s exactly how your Facebook personal page should feel.

Chelsea describes it perfectly: your Facebook is like your backyard party. Everyone there already knows you. It’s literally capped at 5,000 friends because Facebook isn’t trying to help you reach the masses. It’s designed for these smaller, more intimate connections.

And that’s actually beautiful when you think about it. Because these people don’t need to be sold to. They just need to remember you exist and that you sell real estate.

The fastest way to get forgotten is to get ignored. And if you’re treating your personal page like a business billboard, you’re probably getting ignored a lot.

The Facebook Business Page Reality Check

Let’s get the elephant out of the room real quick: your Facebook business page.

Here’s the truth. Back in 2018, right before Chelsea launched Modern Agent Social Club, Facebook announced they were going to start decreasing the reach of business pages because everyone started treating them like billboards. Feeds were full of junk, engagement tanked, and people stopped wanting to hang out on the platform.

So what does that mean for you?

Chelsea’s take: have a Facebook business page if you want one. Link it in your personal page’s about section. Pin a video to the top where you introduce yourself and maybe give people a way to get on your email list or follow you on Instagram. Think of it like your front yard. Keep the landscaping nice, the grass cut, maybe plant some flowers. But don’t spend hours out there waiting for someone to walk up and knock on your door.

Your personal page is your backyard party. That’s where people are coming in, having grasshoppers, swapping family stories, and actually connecting with you.

And if you want to run ads someday, you’ll need that business page. But as far as posting there regularly and treating it like your main strategy? You can totally let that go.

The One-Click Facebook Strategy You’re Not Using

Ready for the easiest Facebook strategy of your life?

Connect your Instagram stories to your Facebook personal page.

That’s it. Everything you post on Instagram stories will automatically show up on your Facebook stories. You’re not thinking about two different platforms. You’re not creating separate content. You’re just letting the people in your sphere see what you’re already sharing on Instagram.

And if you’re using stories the way Chelsea and Kayla teach — with that content cocktail of real estate, local, and personal — then your Facebook people are getting the perfect behind-the-scenes look at your life and your business. They’re seeing you every single day without you lifting an extra finger.

It’s the kind of one-click solution that actually makes sense because it works with how both platforms are designed.

Graphics on Facebook? We Don’t Know Her!

Those beautiful carousel graphics you’re making for Instagram, the ones with the perfectly curated fonts and the swipeable tips… they don’t belong on Facebook!

Kayla’s found that every time she posts a graphic on Facebook, it just doesn’t reach as many people. But when she posts the same text with an iPhone photo instead, it performs so much better. This is because of how people use Facebook.

When you’re scrolling through your feed and you see a graphic, your brain automatically registers it as “business thing I don’t need.” You swipe right past it. But when you see an iPhone photo of someone sitting in their car with a coffee, or a candid shot from a showing, or a picture of someone’s Christmas tree, your brain says, “Oh, that’s my friend. Let me see what they’re up to.”

So if you have a carousel graphic about why you didn’t quit real estate or your favorite local spots, take that text and pair it with an organic iPhone photo instead. Maybe it’s you with your on-brand beverage. Maybe it’s you in the front seat of your car. Maybe it’s you opening the door to a listing.

It needs to feel like you hopped in your car, had five minutes to kill, and thought, “I want to share this.” Not like you spent an hour in Canva.

And here’s the bonus: you can actually turn one piece of content into two. Use the carousel text as one Facebook caption, and then use the actual Instagram caption as a totally different post. You’re not repeating yourself but maximizing what you’ve already created.

How to Actually Share Listings on Facebook Without Feeling Annoying

Okay, so let’s talk listings.

You’re not going to post “New Listing!” with a slideshow of professional photos. That’s giving billboard energy. And remember, we’re at a holiday party here.

Instead, think about how you’d actually bring up a new listing if you were talking to your neighbor at a Christmas gathering. You’d probably say something like, “I just listed this house that’s straight out of the nineties, but in the coziest way. The front porch is perfect for decorating with garland and lights. I’m obsessed.”

So take that exact vibe and put it on Facebook.

Chelsea’s strategy: put yourself in the listing. Take a photo of yourself sitting on that gorgeous sun porch with a book and a glass of wine. Or standing in the kitchen that’s perfect for hosting. Or on the front porch imagining all the holiday decor potential.

Post that single photo and add context in the caption. Talk about the lifestyle and what you love about it. And then maybe ask a question like, “Could you see yourself reading here every morning?” or “Wouldn’t this be perfect for holiday entertaining?”

And if the listing isn’t Instagram-worthy? Go deeper. Find the angle. Maybe it’s perfect for someone who wants to add sweat equity. Maybe it’s in walking distance to something really desirable. Maybe it has a huge yard with no HOA where you could have chickens and goats.

Or maybe you focus on something totally random, like the time you got chased by roosters at a showing and you share that story with a photo of the property. People love a good story. And honestly? They love complaining about their HOA even more. So give them something to talk about!

Facebook Groups: Building Community Over Fishing for Leads

Facebook groups can be amazing. But only if you’re doing them for the right reasons.

Kayla’s created something like 20 groups over the years. One of them — a local group for her city — now has 18,000 people in it. And while she kind of regrets starting it (because managing 18,000 people is a lot), she also knows that if she was still doing real estate full time, that’s a massive opportunity to stay visible and build relationships.

But don’t join 30 local groups thinking you’re going to get in front of everyone. Instead, pick one group or start one that actually aligns with who you are and the people you want to connect with. Go deep instead of wide.

Chelsea loves the idea of starting a group that’s part online, part in-person. Like a book club that meets once a quarter, but in the meantime, you’re sharing book recommendations and talking about which books are turning into movies. Or a walking group where you get together every week and have a Facebook group to organize meetups.

It could be a wine club, a running club, a decluttering group, a cooking group. It doesn’t matter what it is as long as it’s something you actually care about and something that brings people together.

And whatever you do, don’t make it about real estate. Make it about community. The magic happens when you build relationships online and offline in the place where you live. That’s where the referrals come from. That’s where the clients come from.

Real estate is a relationship business. So lead with the things you have in common with people, not with your need to get something out of them.

Oh, and before you start posting your free home seller guide in every group you’re in, take a second to think about how many times you’ve actually commented, added to conversations, or shared posts that have nothing to do with real estate. When you’re known for just being helpful and present, then when you do share a resource, people actually care.

Your One-Minute Weekly Facebook Strategy

Ready for your homework?

This week, share one photo on Facebook. Make it holiday-themed if you want. Maybe you just put up your tree. Maybe you’re watching Home Alone with a glass of wine.

In the caption, add a little splash of real estate. Something like: “Finally watching Home Alone with a glass of Cabernet after a long day of showings” or “Cozied up after reading an offer for my buyers on the cutest house.”

The house doesn’t need to be in the photo. The buyers don’t need to be in the photo. The offer doesn’t need to be in the photo. Just add that tiny bit of context so people know what you’ve been up to.

And then ask a question. “Have you watched Home Alone yet this year?” or “Home Alone 1 or 2 — which one’s better?”

People will love answering. And suddenly, you’ve got conversations happening. You’ve reminded people you sell real estate. And you did it without posting a single graphic or feeling salesy.

You could also create a photo album on Facebook, kind of like the photo carousels you’d post on Instagram. Call it “November in Review” or “A Week in Real Estate.” Just go through your camera roll, grab the last 10 photos, and post them with a little list in the caption of what you did that week.

It takes one minute. And it’s the perfect blend of real estate, local, and personal without feeling like you’re trying too hard.

Because at the end of the day, Facebook should be the easiest thing you do. It’s not your main entree. It’s the side dish. Instagram is where you’re going deep. Facebook is where you’re just staying visible with the people who already like you.

So keep it light. Keep it real. And remember: you’re not at church handing out business cards. You’re at the holiday party, catching up with people you actually know.

This episode was edited by Adrienne Cruz.