If you’ve been in the real estate game for more than five minutes, you’ve probably heard someone say you need to be on social media.
Maybe it was a colleague showing off their latest reel, or maybe it was just that little voice in your head while you doom-scrolled Instagram at 2 AM.
But unfortunately, for a lot of agents, social media feels a lot like a chore. It feels like one more thing on a to-do list that’s already longer than a CVS receipt.
However, it’s important to recognize that marketing your business on social media isn't just about posting pretty pictures of houses. It’s about psychology. It is about connection. And if you aren't doing it, you are leaving money on the table.
Our founder, Adam Ortman, recently joined the Lab Coat Agents podcast to discuss all things consumer psychology, namely as they relate to real estate. In this guide, inspired by that podcast, we’ll break down exactly why you need to stop lurking and start engaging.
The Power of Connection Over Transactions
What was the last big purchase you made? Maybe it was a car, or maybe it was just a really expensive coffee machine.
Did you buy it because of the specs listed on the box? Likely, the answer is no. Instead, you probably bought it because you felt good about the brand, or maybe a friend recommended it. You felt a connection.
Adam hit the nail on the head during the podcast interview when he said, "When you boil down advertising and marketing and media in general, it is really all about that connection."
Real estate is weirdly unique. Buying a home is arguably a top-three life event, right up there with marriage and having kids. But unlike those other two warm-and-fuzzy milestones, buying a house involves a transaction. It involves money. And whenever money is involved, people get defensive.
Your potential clients are walking around with their guards up. They’re thinking, "Am I going to get screwed on the price? Is this agent just trying to get a commission?" This is a natural human reaction to a high-stakes financial exchange.
Nevertheless, social media is your secret weapon to disarm that defense mechanism, since it allows you to move the relationship from "transactional" to "relational" before you even shake their hand. By showing up consistently and authentically, you are no longer “just a salesperson.” Now, you become a familiar face. You become a resource. You become a human being rather than a suit trying to close a deal.
Stop Swimming in the Crowded Pool
Let's talk about what Adam calls "herd theory." It’s basically the monkey-see, monkey-do effect. You see another agent post a photo of themselves standing awkwardly in front of a sold sign, holding a key, and you think, “I should do that, too.”
Suddenly, your feed is identical to every other agent in your town. It’s a sea of "Just Sold!" and "New Listing!" graphics that all look exactly the same.
In the podcast, host Jeff used the analogy of public pools. One is packed shoulder-to-shoulder with people. The water is murky, and it’s loud. Deafening.
The other pool has one person in it. So, which one do you choose? Logically, you’d pick the empty, clean pool. But psychologically, humans tend to pick the crowded one because we assume something must be wrong with the empty one.
In marketing, you want to be the empty pool, but you need to tell a story that makes people want to jump in.
If you’re just copying what everyone else is doing, you’re blending into the noise. Everyone is saying the same thing. To stand out, you have to tell a different story. You have to tap into your client's motivations, priorities, and fears.
Instead of just posting "3 Bed, 2 Bath, $500k," try telling a story about who would love that home. Talk about the backyard where a family can have their first summer BBQ. Talk about the commute that saves them an hour a day so they can get to their kid's soccer game. Solve their problems, rather than just listing features.
Why You Can’t Out-Robot a Robot
AI is everywhere, and it’s getting smarter. AI can write listing descriptions faster than you. It can schedule posts more consistently than you. It can analyze data better than you.
But Jeff made a brilliant point during the show: "AI will never have a personality. It will mirror us. It will mimic us. It will sound like us, but it will never be us."
If your entire social media strategy is generic market updates and robotic listing descriptions, you are in trouble. AI can do that, and it can do it for free. What AI cannot do is have a personality. It cannot have an opinion on the best pizza place in your neighborhood. It cannot share a funny story about a showing that went wrong. It cannot express genuine passion for pickleball (more on that later).
Your personality is your moat, the one thing that protects your business from being automated away.
76% of consumers say they would purchase from a brand they feel connected to over a competitor. Clearly, people crave human connection. They want to know who you are, not just what you sell.
So, show your face! We know it’s uncomfortable. We know you hate the sound of your own voice on video. But people do business with people, not logos. Adam mentioned that in every ad experiment his agency has ever run, ads featuring a person always outperform generic product or landscape ads. Always.
Quality Does Not Mean What You Think It Means
When we say "quality content," you probably imagine a cinematic 4K video with drone shots and perfect lighting. You imagine needing a production team and a script.
That’s not what quality means in 2026.
Adam put it bluntly: "I could film a picture of myself on a toilet, and it could get 100 million views." (Side note: we don’t actually recommend doing that on your business page, but you get the point.)
Quality is measured by engagement, not production value. Are people liking it? Are they commenting? Are they sharing it with their friends? That is really the only metric that matters.
In fact, highly produced content can sometimes feel too polished. It feels like a commercial, and people hate commercials. They scroll right past them. A shaky video of you walking through a fixer-upper, talking honestly about the potential (and the smell in the basement), feels real. It feels trustworthy.
HubSpot reports that short-form video has the highest ROI of any social media marketing strategy. And the best part? The barrier to entry is zero. You have a smartphone. You have a personality. That’s all the equipment you need.
Consumer Psychology 101: Know Your Audience
Adam’s background in consumer psychology is fascinating because it shifts the focus from "what am I posting?" to "who am I posting for?"
Most agents think demographics: I want to target 35-45 year olds with a household income of $100k+. That’s a good start, but it’s basic. You need to go deeper into psychographics.
What do they care about? Are they tech-savvy or old-school? Do they value luxury and status, or are they looking for community and safety?
If you’re trying to talk to everyone, you’re talking to no one.
When you create content, picture that one ideal client. What are they afraid of right now? Maybe they’re terrified of interest rates. Maybe they’re worried they will overpay. Address those fears directly. Be the expert who calms them down, not the salesperson trying to rush them into a decision.
The "Pickleball Strategy"
During the podcast, Jeff shared a great example of differentiation. He loves pickleball. (Really, who doesn't these days?)
If he posts about market stats, he’s competing with every other agent in the country. But if he posts about pickleball, he’s connecting with a specific tribe of people who also love pickleball.
Suddenly, he isn't just "Jeff the Realtor." He is "Jeff, the guy who plays pickleball and also happens to sell houses."
When a fellow pickleball enthusiast needs to buy a home, who are they going to call? The stranger on a billboard, or the guy they’ve been watching play doubles on Instagram for six months?
This is also the essence behind Adam’s quote from Sara Blakely (founder of Spanx): "People don't do business with businesses. People do business with people."
Your hobbies, your pets, your coffee obsession…these aren't distractions from your business. They’re the hooks that pull people in. They’re the things that make you human.
If you’re hiding behind your brokerage logo, you’re invisible. Step out in front. Be the local expert who knows the best taco spot. Be the parent struggling to get kids to soccer practice. Be you.
Action Steps: How to Start Today
You don't need a master plan to start. You just need to move. Here’s your cheat sheet to getting started this week:
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Audit Your Bio: Does it sound like a robot wrote it? If so, add something personal. "Realtor, Dog Dad, Taco Enthusiast." Give people a hook.
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Pick One Platform: Don't try to be everywhere. If you love Instagram, go all in on Instagram. If you prefer LinkedIn, stay there. Master one before you branch out.
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Post One Personal Thing This Week: Share a photo of your morning routine, your favorite local park, or a hobby. Tie it back to your life in the community.
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Use Video: Record a 30-second video answering a common question you get from clients. Don't overthink the lighting. Just talk to the camera like you're talking to a friend.
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Engage: Spend 10 minutes a day commenting on other people's posts. Not just "Great post!" Write genuine comments. Build relationships.
Stand Out to Sell Better
The real estate industry is shifting, and the agents who rely solely on old-school tactics are going to find it harder and harder to compete.
But the agents who embrace social media, not just as a billboard, but as a way to build genuine human connection, are going to thrive.
You have the expertise. You have the personality. Now you just need to turn on the camera and share it with the world.
Don't wait for the perfect moment. It doesn't exist. Be kinetic. Keep moving. As Adam says, "Movement is life." And if you need help, reach out to Kinetic319.
Go create something today.