Stop Chasing Platforms: How Smart Real Estate Agents Choose Social Media That Actually Converts

Written by Coach Emily on February 2, 2026. Posted in Uncategorized.

By Emily Terrell
#1 Real Estate Coach and Speaker at Tom Ferry
Top AI Coach and Systems Strategist

One of the most common coaching mistakes I see isn’t about effort.

It’s about direction.

Agents aren’t failing at social media because they’re inconsistent. They’re inconsistent because they don’t know where to aim.

In 2025, social media success in real estate is less about creativity and more about alignment — with your audience, your energy, and your time.

The Hidden Cost of “Being Everywhere”

When agents try to show up on every platform, three things happen:

The solution is not better content. It’s fewer decisions.

Here’s the decision table I walk agents through:

Once you choose, everything else becomes easier.

Best for agents with a sphere. Engagement matters more than posting frequency.

Best for visibility. Reels outperform static posts consistently.

Best for discovery. No audience required.

Best for credibility. Fewer leads, higher quality.

Best for compounding results. Slow start, strong finish.

Most agents I coach succeed with:

That’s it.

How much time should I spend weekly?
60–90 minutes is enough with batching.

Do I need paid ads?
Not at first. Organic clarity beats paid confusion.

You don’t need to do more. You need to do less — better.