Why Agents Shouldn't Rely on Social Media for Leads

By Troy Davis

With over 22 years of proven success in real estate, Troy has established himself as a top leader in Butte County, California.

There’s a lot of hype right now about social media. Everywhere you turn, someone is telling you to post more, boost more, run more Facebook ads, and throw money at the algorithm to generate leads.

I get it. Social media is part of the game. It’s important to be in that world, share your wins, post educational content, and stay top of mind with the people who follow you.

But here’s what I want you to hear: don’t rely on social media as your primary lead generation strategy. There are more profitable, more reliable lead sources out there, and most agents are either ignoring them or not giving them the attention they deserve.

Past client testimonials are one of the strongest lead sources we have. When someone you’ve already worked with tells their friend, their coworker, or their neighbor about the experience they had with you, that referral comes in warm. They already trust you before you’ve even had a conversation. That kind of lead doesn’t come from a boosted post. It comes from doing great work and staying connected to the people you’ve already helped.

Your sphere of influence is the other big one. Your SOI is the network of people who already know you: friends, family, past clients, neighbors, people you’ve met through your community. Building and maintaining that list is one of the most valuable things you can do for your business. And the way you build it isn’t complicated. You just get out there and be a real person.

Join a club. Go to the baseball games. Hit up yard sales on the weekends. Go to car shows. Go fishing with your buddies. Spend quality time with people outside of a screen. We don’t always do enough of this, but those small moments out in the community with your friends, family, and the people around you are what build the relationships that turn into business down the road.

People want to do business with a real human being, not an entity on Facebook. Yeah, our world seems to revolve around screens and phones, but at the end of the day, people want to connect with someone they know, like, and trust. When they get to that point with you, they’re going to call you when it’s time to buy or sell. That’s just how it works.

So keep posting on social media. Share your wins. Put out helpful content. But don’t mistake that for your lead generation strategy. The real business is built face-to-face, in your community, with the people who already know you or are getting to know you.

If you want help figuring out what to post on social media, I’m happy to share some ideas. But more importantly, if you want help building a strategy around your sphere of influence and reconnecting with the people who can actually send you business, reach out.

Call or text me at 530-570-1630, email me at troy@troydavisrealestate.com, or visit careers.actionrealtyca.com. I’d love to help you grow your business.