Layer in two or three of these elements, and your content will land harder, get shared more and start actual client conversations, Josh Ries writes.
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Earlier in my real estate career, I avoided social media like the plague. I thought it was just noise, a distraction, something agents did when they didn’t have real leads. But I started noticing something: the agents who consistently had a full pipeline were showing up online and doing it well. Once I saw how much leverage social media could create, I knew I couldn’t ignore it anymore.
So I jumped in. And let me tell you, it was rough. My early posts flopped. I tried to sound smart, professional and “on-brand,” but it didn’t connect. Over time, after testing dozens of styles, tones and formats, I found a formula that consistently got real engagement.
This article breaks that structure down not as a cookie-cutter template, but as a flexible framework you can shape around your own voice, market and audience.
Emotional compression: Make people feel seen fast
One of the biggest breakthroughs came when I started practicing emotional compression. It’s the art of saying something big in a really small space. Instead of explaining the whole situation, you go straight to how it feels. The right sentence can collapse an entire client scenario into a moment of instant recognition.
This is especially powerful in real estate, where buyers and sellers deal with stress, uncertainty, doubt, urgency and fear all at once. If you can sum that up in a short line, they’ll stop scrolling. They’ll feel like you understand them before they’ve even spoken to you.
I like to say, “If you don’t hook them, you can’t convert them.” Social media doesn’t give you much time, so the hook has to punch.
Examples like these work because they carry emotional weight with no setup:
- “I almost sold too early, until I saw what my neighbor’s house went for.”
- “We didn’t pick the lowest rate. We picked the lender who answered our call.”
- “I thought pricing low would get us multiple offers. It didn’t.”
These aren’t just catchy lines. They reflect what buyers and sellers are already thinking and feeling but haven’t said out loud yet. That’s what earns trust in three seconds or less.
Clear belief stance: Be the guide with a point of view
Real estate content is often too soft. Agents try not to offend, so they water things down until nothing lands. The truth is, if you want people to follow and hire you, you need to have a clear point of view. Belief stances are what build authority and set you apart from the generic advice everyone else is recycling.
A belief stance is when you stop hedging and say what you actually believe. No maybe. No middle ground. Just clarity.
Here’s what that looks like:
- “You don’t need to sell before you buy. You need a plan.”
- “If your Realtor doesn’t walk your appraisal, find a new one.”
- “Zillow is not your pricing strategy.”
Each one makes a statement. Some people will disagree, and that’s a good thing. Posts like this create stronger alignment with your ideal clients. They see that you’re confident, experienced and willing to lead. And when you have clear beliefs, people come to you with better questions, more trust and a higher likelihood of converting.
Strategic polarity: Filter the right clients in
Polarity is the natural result of being honest in public. You’re not trying to be edgy or provocative. You’re just refusing to dilute your message to try and please everyone. And in real estate, that’s a competitive advantage. Because the truth is, not every lead is a good lead.
Great lead generation not only attracts the right people, it repels the wrong ones. When you create content with a clear line in the sand, you’re doing future-you a favor. You’ll attract more aligned buyers and sellers, and you’ll waste less time on people who were never the right fit.
Here are a few examples that do exactly that:
- “If your only goal is to ‘win the deal,’ I’m not your agent.”
- “Overpricing isn’t confidence. It’s self-sabotage.”
- “Buying the cheapest house on the block isn’t always smart.”
Each of these signals who the post is for and who it’s not for. That’s not a loss. That’s positioning. The ones who lean in are far more likely to work with you and trust you throughout the process.
Identity signaling: Show clients you understand them
When you create content, you’re not just marketing services. You’re building an emotional bridge. Identity signaling is what makes that bridge strong. It’s when someone reads your post and instantly thinks, “This person gets me.”
You do this by speaking directly to the life stage, emotional state or context of your ideal client. You’re not talking to everyone. You’re talking to someone specific. And that specificity is what builds loyalty.
Examples of this in action:
- “If you’re buying your first home solo, you’re going to hear a lot of opinions. Here’s how to tune them out.”
- “Selling the home you raised your kids in? That’s emotional. Let’s talk strategy and peace of mind.”
- “You’ve been pre-approved, toured six homes and nothing feels right. That’s normal. Here’s what to do next.”
These posts aren’t just helpful tips. They’re identity mirrors. They make your audience feel understood. And people who feel understood are far more likely to reach out, ask for help and become long-term clients.
How this shows up in my best-performing posts
When I look back at my best-performing real estate posts, they almost always include two or more of these elements. But the ones that really broke through, the ones that sparked conversations, DMs, referrals and leads, stacked all four.
Here’s one that hit hard:
Post:
We stopped obsessing over the asking price.
Instead, we focused on the net.
That shift helped our sellers walk away with more money and a lot less stress.
Why it worked:
It delivered emotional compression in the first line, tapping into sellers’ fear of leaving money on the table. It took a clear belief stance: Net proceeds matter more than list price.
It had strategic polarity, pushing against a common industry assumption that “listing higher is better.” And it used identity signaling by speaking directly to thoughtful sellers who care about outcomes, not appearances.
That post didn’t go viral. But it did generate three direct conversations with real sellers in my market. That’s the kind of performance I care about.
Build your own version of this framework
You don’t need to follow this formula rigidly. But when you start layering in even two or three of these elements, you’ll notice your content lands harder, gets shared more and starts actual client conversations.
Cut the fluff. Say something that matters. Speak directly to the people you want to work with. And trust that your voice, backed by relevance and clarity, is more powerful than any trending audio or generic template.
This is how you make social media work for your real estate business — not just for reach, but for revenue.
Josh Ries is a real estate broker and a lead generation consultant. You can connect with him on TikTok and Instagram.
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