I Used to Be That Agent Who Only Posted When I Had Something to Sell. Here's Why I Was Wrong.
Three years ago, I was scrolling through my own feed and had a moment that changed everything.
Post after post: "Just Listed!" "Sold in 48 hours!" "Another happy client!" And then I realized something uncomfortable—I was that agent. The one who only showed up when I had a transaction to celebrate.
No wonder my engagement sucked.
The Wake-Up Call: Your Audience Isn't Always Buying
Here's what finally hit me: The average homeowner stays in their home for 13.2 years now. In some markets, it's closer to 18 years. That means for every person ready to buy or sell, there are dozens who won't be in the market for another decade.
But here's the thing—those people still have questions. They still need help. They're still living in your community, making decisions about their homes, their neighborhoods, their lives.
And if you're only talking to them when they're ready to transact? You're invisible the other 99% of the time.
The Day I Started Posting Like I Actually Lived There
I remember the exact moment everything shifted. It was a Tuesday morning, and my neighbor texted me: "Do you know why there are so many police cars on Maple Street?"
I drove over, found out it was just a training exercise for the local academy, and posted about it. Simple. Honest. Helpful.
That post got more engagement than my last five listings combined.
Not because people were fascinated by police training, but because I was acting like what I actually was—someone who lived there, cared about what was happening, and took the time to find out.
What I Post Now (And Why It Works)
The "I Saw This and Thought You Should Know" Posts
New playground equipment at Jefferson Park
Which restaurants are hiring (especially helpful during the recent labor shortage)
Road construction updates that actually affect people's commutes
The story behind that new mural downtown
The "I've Been Here Long Enough to Know" Posts
Where to find parking during the farmers market
Which coffee shop has the fastest WiFi for remote work
The best walking routes when you have visitors
Why the elementary school boundary lines matter (even if you don't have kids)
The "Let Me Save You Some Time" Posts
Property tax deadlines and what they actually mean
Home maintenance schedules that work for our climate
Local contractor recommendations (the ones I'd actually hire)
Market updates that focus on what affects homeowners, not just buyers
The Numbers Don't Lie (And Neither Should Your Content)
Since I made this shift, here's what happened:
My referral rate increased by 60%
People started tagging me in their own neighborhood questions
I became the person others recommended when someone asked "Do you know a good realtor?"
But more importantly, I started having conversations instead of just broadcasting announcements.
Someone comments about the new bike lane, and suddenly we're talking about walkability and property values. Someone asks about the school district, and I'm sharing insights about long-term investment potential.
That's when you know you're not just another agent posting listings—you're a community resource.
The Truth About Building Trust in 2025
Here's what I've learned: People don't hire the agent with the most "Sold" signs. They hire the agent they trust. And trust isn't built through transaction announcements—it's built through consistent, helpful presence.
When 70% of Americans think buying a home is unrealistic right now, and homeownership rates for people under 35 are at a four-year low, our industry has a bigger challenge than just moving inventory. We need to rebuild confidence in homeownership itself.
And that starts with showing people that we're not just here for the deal—we're here for the long haul.
The Question That Changed Everything
Instead of asking "What can I post that will generate leads?" I started asking "What would be helpful for someone who just moved to my neighborhood?"
That shift—from thinking like a salesperson to thinking like a neighbor—changed not just my content, but my entire business.
Because when you post like you live there, people start to see you as someone who belongs there. Someone who cares about the same things they care about. Someone they can trust with the biggest financial decision of their lives.
Your Turn
Look at your last ten posts. How many of them would be useful to someone who isn't buying or selling right now?
If the answer is "not many," you're not alone. But you can change that starting today.
Share something helpful. Something human. Something that reminds people that you're not just an agent—you're a neighbor who happens to know a lot about real estate.
Your future clients are out there right now, living their lives, dealing with their challenges, making decisions about their homes and their community.
Be the person they remember when they're ready to make their move.
What's the most helpful (non-transactional) content you've seen from an agent in your area? I'm always looking for inspiration from people who are doing this right.
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