She wasn’t doing anything over-the-top. No paid ads. No viral gimmicks. Just Reels, Stories, and the kind of everyday content that feels casual but stays consistent.

We were having a conversation at a content creation workshop. I told her I wanted to speak to agents that could provide case studies of their success with social media. Then she said something that stopped me:

“100% of my business over the past has come from social media.”

After expressing my shock and awe, she continued by explaining that they weren’t “cold leads” but these were people she’d met and connected with on social media.

So what was she doing? Showing up regularly in her followers’ feeds, sometimes for years, until they were ready to call her.

Before Instagram Became Her Best Referral Source

She’d been doing what every agent is trained to do; networking, reaching out to leads on important dates, open houses, etc. But her brand wasn’t staying top of mind.

She wasn’t invisible, but she wasn’t unforgettable either.

Building Familiarity, One Post at a Time

Once she committed to being active on social media with Instagram Stories and Reels, things started to shift. She wasn’t selling and delivering only real estate marketing messages. She was just visible and would share about her day and what her family was up to.

Staying visible is what is called the Mere Exposure Effect. It’s what make people feel like they already know you. “The mere exposure effect states that when the human brain is exposed to the same person over and over again, we build trust with that person.”

So when her Instagram acquaintances needed an agent, she was the agent they wanted to call.

The Quiet Advantage of Consistency

Instead of chasing leads, they started coming to her and sometimes from people she hadn’t seen in years. But they’d followed her stories, seen her posts and watched from the sidelines until they needed an agent.

Instagram Action	Why It Works
Daily Stories	Builds recognition and trust through repetition
Weekly Reels	Creates visual engagement that strengthens recall
Behind-the-Scenes Posts	Humanizes your brand and makes you relatable
Educational Content	Positions you as a trusted, familiar expert

This is the psychology behind successful real estate branding on social.

Why This Matters for Your Business

Are you consistently showing up?

Instagram isn’t just about promotion. It’s your daily reminder that you’re here, active, and ready—whether they’re buying now or in three years.

Be the Agent They Remember

Start small. Post a few stories about what you’re up to in your personal life. Or drop a market tip, share a recent story about how you helped someone buy or sell their house. Keep showing up with value and voice.

You don’t have to do this alone!

And if you need help starting your content, reach out! I’ve got a bazillion ideas and have created content packages specially structured to help agents start and become regular with social media. You don’t have to do it alone!

Read my blog post here about my Listing Day Content package.