A complete social media content calendar + video scripts + local positioning strategy. Generate leads organically without spending money on ads. Get daily content prompts, ready-to-post captions, and the exact framework top agents use to build authority.
Your information is used only to personalize this playbook and won't be stored without your consent.
Get the complete 30-day playbook, all video scripts, hashtag strategies, and the Local Expert Authority Framework.
Great real estate agents own 5 content pillars. This playbook rotates through them strategically so you're never running out of ideas:
The old approach: "Look at my listings!" The new approach: "Look at what I know about this market." Here's the shift:
Week 1: Establish authority through knowledge. Market updates, neighborhood deep-dives, education. Show you know the market better than anyone.
Week 2: Prove your expertise works. Client stories, market predictions, case studies. "Here's how I helped someone win in this market."
Week 3: Show your unique process. Behind-the-scenes, your framework, your team. Differentiation happens here.
Week 4: Convert interest into action. Direct CTAs, "thinking about selling," comment for a resource, book a call.
The rule: 70% educational/entertaining, 20% social proof, 10% direct selling. People follow you for value, not ads.
One piece of content should become 5 posts. Here's how top agents multiply their effort:
1. The Hero Content: Shoot one video (8-10 minutes) on a topic. "What $500k gets you in different [city] neighborhoods" or "5 things sellers get wrong about pricing."
2. Instagram Reel: Chop the best 30 seconds, add captions, hook in the first frame.
3. TikTok Video: Use a different 30 seconds with a trending sound.
4. Facebook Post: First 2 minutes + text callout + link to full video.
5. LinkedIn Article: Write a 500-word essay version with data and insights.
6. Email/Newsletter: "Here's this week's market insight" with snippet.
Effort: 1. Return: 6x reach, 6x engagement, 6x opportunities to convert.
Instagram/Instagram Reels (Your Primary Platform): Reels = algorithm priority. Use this for: market updates, neighborhood tours (video), client wins, behind-the-scenes, tips. Hook must work in first 1 second. Captions should have personality. Post 4-5x/week, Reels should be 30% of your output.
TikTok (Fastest-Growing, Underused by Agents): Algorithm is generously in your favor if content is good. Trends matter. Same content as Instagram but more casual, more personality. 30-45 second videos work best. Post 3-4x/week. The agents dominating TikTok right now are getting 100k+ views on regular videos.
LinkedIn (Your Credibility Platform): Longer-form, more professional. Market insights, industry commentary, thought leadership. This is where relocation agents and luxury agents win. Post 2-3x/week. Articles (not quick posts) get 5-10x more reach.
Facebook (Your Audience Base): Your followers skew 40+. Share market updates, neighborhood guides, video links, event announcements. Facebook favors video. Post 3x/week.
YouTube (Build a Long-Term Asset): Post one longer video/week. Neighborhood tours, market analysis, Q&A, new agent tips. YouTube subscribers are GOLD — they're your warmest audience. Link to YouTube in your other platforms.
General Twin Cities (Minnesota) timing:
Pro tip: Use platform analytics to see when YOUR specific followers are online. Adjust based on data, not guesses.
Stage 1: Discovery — Someone finds your content (usually through hashtags or recommendations). They don't know who you are yet. Your job: stop the scroll. Hook them with something valuable or entertaining.
Stage 2: Engagement — They like, comment, share, or save your post. This signals interest. Your job: reply to every comment within 1 hour. Answer questions. Be friendly. This is where relationship starts.
Stage 3: Consideration — They follow you or start viewing your Stories. They're warming up. Your job: be consistently valuable. Give them 2-3 pieces of valuable content for every ask. Build trust.
Stage 4: Nurture — They've been following for 2+ weeks and engaging. Time for a soft ask: "DM me if you want to talk about your market," "Comment [WORD] for my neighborhood guide," "Click the link in my bio for my free buyer checklist."
Stage 5: Conversation — They DM you or click. Now: ask qualifying questions. "What brings you to my DMs?" "Are you thinking about buying or selling?" "What's your timeline?" This separates serious from curious.
Stage 6: Call — If they're serious, ask for a call. "I'd love to tell you more. When's good for a 15-min call this week?" Make it easy to say yes.
The key: social media doesn't close deals. Conversations close deals. Your job is to get them comfortable enough to have a conversation.
The Instagram algorithm cares about comments more than likes. A post with 50 comments will outreach a post with 500 likes. Here's how to get comments:
Reality: 1% of your followers will engage. That's normal. Your job is to nurture that 1% into clients.
Save this list for days when you don't know what to post:
Get all 30 days of ready-to-post content, video scripts, hashtag sets, and the complete Local Expert Authority Framework.
Minimum 3-5 times per week to stay visible. The sweet spot is 4-6 posts per week across all platforms. Consistency matters more than frequency — better to post 3x/week reliably than 10x for a week then disappear for a month. Use a scheduling tool so you can batch-create content on Sunday and post throughout the week.
Yes. The framework is universal — market updates, neighborhood spotlights, tips, behind-the-scenes, social proof. What changes is the specific content. A luxury agent might feature "What $2M gets you in Wayzata," while a first-time buyer agent posts "Mistakes first-time buyers make." The pillars stay the same. Personalize it for your niche.
Not to start. Use your phone camera. iPhone videos look professional. Natural light is your friend. Bad audio kills videos more than bad visuals, so if you're using headphones or a phone mic, get at least a $20 lavalier mic. For polished content (neighborhood tours, listing reveals), yes, hire a professional. Cineminn's video services are built for this. But you can start today with just your phone.
Focus on education first. Market insights, neighborhood spotlights, buyer/seller tips. You don't need sales to build authority. New agents often have an advantage — you're hungry, you're learning, and you can share that journey. Talk about what you're studying, how you're preparing, neighborhoods you're learning about. Social proof will follow.
The funnel is engagement → DM → conversation → call → client. Don't ask for business in the first comment. Build relationship first. Engage with their content. Answer their questions. When they're warm enough, offer value (free consultation, market analysis, buyer checklist). Only after that do you ask for business. Most agents skip steps 1-4 and go straight to "let's set up a time to talk." That doesn't work.
Yes. Use 25-30 hashtags, mix of popular (#realestate — 100M posts), medium (#[city]realestate — 100k posts), and niche (#[city]luxuryhomes — 5k posts). Niche hashtags are goldmines — less competition, higher-quality followers. Put hashtags in the first comment, not caption (looks cleaner). Change hashtags weekly so you're not spammy. This playbook includes specific hashtag sets for each day.