Posted by Want to stand out as a real estate agent in a crowded online world? Here’s how to build a strong digital presence that attracts clients without feeling fake or salesy. Let’s be real, the internet is flooded with real estate agents. Everyone’s posting listings, throwing around buzzwords like “dream home” and “perfect investment,” and let’s not even talk about the cringe-worthy TikTok dances some agents attempt. Please. Just stop.
So how do you build an online presence that actually gets you clients instead of eye rolls? I’ve made plenty of mistakes over the years (RIP my 2012 Facebook ads), but here’s what actually works.
Be a Person, Not a Walking Business Card
People don’t want to follow a real estate bot that only posts listings and generic market stats. They want to connect with a human. That means showing personality, your actual personality, not some polished corporate version.
When I started sharing behind-the-scenes moments (like the time I accidentally locked myself out of a client’s house during a showing), my engagement shot up. Why? Because it was real. Post about your wins, your mistakes, your favorite local coffee shop. Let people see who you are beyond the suit and the sold signs.
Stop Ignoring Video Yes, Even If You Hate It
I used to avoid video like it was the plague. “I’m not an actor,” I’d say. But here’s the truth: Video builds trust faster than anything else. You don’t need fancy equipment, just your phone and decent lighting.
Try short neighborhood tours (“Here’s why I love this block”), quick market updates, or even just answering common buyer questions. The key? Keep it casual. No script, no stiff delivery. Imagine you’re talking to a friend, because in a way, you are.
SEO Isn’t as Scary as It Sounds
I know, “SEO” sounds like tech jargon, but it’s just about making sure people can actually find you. Start simple:
- Use phrases real people search for, like “best neighborhoods for families in [your city]” instead of “luxury home specialist.”
- Write blog posts answering common questions (think “First-time homebuyer mistakes to avoid”).
- Add location tags to your posts so local buyers see you.
You don’t need to be an expert, just think about what you’d Google if you were moving to a new area.
Engage Instead of Broadcast
Posting content is great, but if you’re just talking at people, you’ll never build real connections. Respond to comments. Comment on other local business pages. Share posts from your favorite bakery or hardware store and tag them. Be part of the community, not just the real estate corner of it.
Consistency Beats Perfection
You don’t need to post three times a day. In fact, please don’t, no one wants that much content from anyone. But showing up regularly (even if it’s just a few times a week) matters way more than posting sporadically with Oscar-worthy productions.
Set a realistic schedule. Maybe it’s a market update every Monday, a neighborhood feature on Wednesdays, and a fun personal post on Fridays. Stick with it, and over time, people will start to recognize and trust you.
The One Thing Most Agents Forget
Almost every real estate agent’s website has the same generic “About Me” page: “I’m passionate about helping clients find their dream home!” Yawn.
Your “About Me” page should actually be about you. Do you have a weird obsession with 80s music? Did you grow up in this town? Do you have a rescue dog who occasionally photobombs your listings? That’s the stuff people remember.
Final Thought: It’s a Marathon, Not a Sprint
Building an online presence takes time. You won’t go viral overnight (and honestly, you probably don’t want to). But if you show up consistently, focus on being helpful instead of salesy, and let your personality shine through, you’ll attract the right clients, the ones who actually like working with you.
What’s your biggest struggle with building an online presence? Let me know, I’ve probably been there too!
References
National Association of Realtors. (2023). 2023 real estate in a digital age report.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.