Maintaining a consistent social media presence doesn't mean constantly scrambling to come up with something new to post.
You don't need to be selling (or buying) a property every other week to have something worth posting.
How I Stay Visible Without Doing Deals at Volume
If you're a boutique agent like me, you've probably wondered how you're supposed to maintain a consistent social media presence when everyone else seems to be announcing another listing, sale or purchase.
Volume agents have a natural advantage here. They have a constant stream of new transactions to turn into content.
But if you've deliberately chosen to run a smaller business, work with fewer clients or prioritise lifestyle over volume, you can't rely on a never-ending supply of new results to keep your social channels alive.
And honestly, that's not necessarily a bad thing.
I've always believed there's more to building a personal brand than posting a sold sticker every fortnight.
The trick is learning to recognise the content opportunities you already have, rather than constantly searching for something new.
Here's what I post to stay visible, relevant and connected with my audience, even when business is ticking along quietly.
1. Client Testimonials
Let's start with the obvious one.
If you've been in business for a while, chances are you've collected some lovely feedback from your clients. But are you actually doing anything with it?
I gather my testimonials and break them into bite-sized snippets that I can turn into individual posts or carousels.
One great testimonial can become several pieces of content, particularly if the client has spoken about different aspects of your service.
Did they appreciate your negotiation skills? Your communication? Your ability to navigate a difficult situation? Each of these can become its own post.
If you haven't been collecting testimonials, start now. And where appropriate, encourage clients to leave a review on Google as well. It gives prospective clients an independent place to read about their experience working with you.
The beauty of testimonials is that they do some of the selling for you.
Rather than constantly telling people how good you are, you can let your clients explain it in their own words.
And you don't need to publish them all at once. Spread them out over several weeks and you've got a ready-made content library for those days when your creative juices have completely dried up.
2. Past Results
I love this one because it combines a little nostalgia with a reminder that you've been around the block a few times.
Head to your social media memories and see what you were doing three or four years ago. Chances are, you'll find a property you purchased, a client milestone or a result worth revisiting.
You don't always need a new transaction to demonstrate your expertise.
For example, if you secured a property for a client at a competitive auction three years ago, why not share the story again?
Something as simple as:
PURCHASED IN ASCOT.
Three years ago today, my clients secured their dream home following a hotly contested auction. We went head-to-head with competing buyers and came away with the keys.
A little trip down memory lane, a reminder of your experience and a chance to tell the story behind the result.
What's not to love?
Of course, make sure you have the appropriate permission to share the property images and details, particularly if you're revisiting an older transaction.
The other advantage of sharing past results is that it demonstrates longevity. You're not simply someone who has appeared on the scene recently. You've got a track record, experience and stories worth telling.
And those things count.
3. Market Updates
If people follow you because they're interested in property, give them a reason to keep paying attention.
Market updates are an easy way to create relevant content without needing a new client transaction.
You could share auction clearance rates, recent sales, changes in property values, new infrastructure projects or interesting developments in the areas you service.
You could even highlight a new café opening in a neighbourhood you know well.
The important thing is to add context rather than simply reposting a statistic.
What does the information actually mean for your audience? Why should they care? Is there something buyers, sellers or investors should be paying attention to?
You don't need to write a research paper every time you post. A short observation or a useful takeaway can be enough to demonstrate that you're engaged with your market and understand what's happening on the ground.
Just make sure your figures are accurate, current and sourced appropriately.
And remember, you don't have to wait for a major market announcement. Sometimes, the smaller local developments are the ones your audience will find most interesting.
4. Local Events and What's Happening in Your World
I'm often at local events, despite the introvert in me occasionally begging for a night on the couch with Uber Eats.
Whether it's a property launch (I'll admit, I'm particularly partial to the ones involving champagne), a friend's book launch, a business function or a social event, I'll usually take a photo and share a little of what's happening.
Why?
Because it shows people that I'm active in the local area, connected with other professionals and aware of what's happening beyond the four walls of my office.
In real estate, relationships matter. People like knowing that you have a genuine presence in the market and that you're connected with people who know people.
There's also a practical benefit.
I have interstate and international clients who own property in Brisbane, and they enjoy seeing what's happening locally. Sharing a new restaurant, a neighbourhood event or a development update helps them feel connected to a place they might not visit regularly.
Your social media doesn't have to be a constant stream of property advice. Sometimes, showing people that you're part of the world they're interested in is enough.
And no, you don't need to attend every networking event in town to make this work. One good photo from an event you're already attending is perfectly adequate.
We're trying to build a business here, not a second job as a professional event attendee.
5. Lifestyle Content
This is where people sometimes get a little nervous.
Surely, if you're a real estate agent, everything you post should be about property?
Not necessarily.
Some of my most viewed and most engaged-with posts have had absolutely nothing to do with real estate.
I've shared my gym routine, places I love to dine in Brisbane (I'm a foodie, so this comes naturally), champagne lunches, what Ben and I are doing on the weekend and photographs from our travels.
Yes, the champagne probably helps keep things on brand.
But there's a bigger point here.
People don't just engage with your professional expertise. They also connect with your personality, interests and lifestyle.
Lifestyle content gives people an opportunity to get to know you without feeling as though they're being sold something.
You're not asking them to buy a service, listing a property or pushing another call to action. You're simply sharing a small part of your life.
And that's often what makes you more relatable.
Think about it. If someone follows you for property advice, they probably don't need you to deliver a property lesson in every single post. Sometimes, they're happy to see the restaurant you visited on the weekend or the beautiful place you escaped to on holiday.
These little glimpses also give people something to connect with when they see you again.
I once shared photographs from a trip to Queenstown. Many of my clients visit regularly, so the post gave them an easy reason to reach out and start a conversation.
That's the beauty of lifestyle content. You never quite know which shared interest might spark the next conversation.
And that conversation might eventually lead to a referral, a new client or simply a stronger relationship with someone already in your network.
Not every post needs to generate a lead directly to be valuable.
The Secret Is Variety, Not Volume
If there's one thing I'd encourage you to take away from this, it's that you don't need to be constantly creating something new.
You need a bank of content you can draw on consistently.
Client testimonials. Past results. Market updates. Local events. Lifestyle.
Rotate between these five categories and you'll have a much easier time maintaining your presence without feeling pressured to produce something brilliant every time you open Instagram or LinkedIn.
And don't overlook the content sitting right under your nose.
That client email praising your service? Content.
The property you purchased a few years ago? Content.
An interesting conversation you had about the market? Content.
A new restaurant opening in an area you know well? Content.
A photograph from your last holiday? Absolutely content.
You don't need to manufacture an interesting life or invent something clever to say every week. You simply need to become more observant about the experiences, knowledge and relationships you already have.
So the next time you find yourself staring at a blank social media screen wondering what on earth you're going to post, take a breath.
Go back through your photographs. Revisit an old result. Share a client testimonial. Talk about something happening in your local market.
Or, if all else fails, post a photograph from your last holiday.
You never know who might see it, relate to it and think of you the next time they need your expertise.
Your next client might not come from your next big marketing idea. They might come from a simple post that reminds someone you're still here.
Our Queenstown trip in 2022.
Many of my clients visit Queenstown, so sharing familiar destinations and experiences gives them something to connect with and often sparks a conversation. It's a simple way to stay front of mind without every post needing to be about property.
