Stop Building Your Real Estate Business on Rented Land: How to Get Followers Off Social Media and Into Channels You Own

How do I get my followers off social media platforms and onto other channels so I still have access to them if something changes?

I treat social media like the front door, not the house. My goal is to consistently move followers into “owned” channels like my email list, blog, and CRM so I can still reach them even if the algorithm changes, my account gets hacked, or a platform shuts me down.

Why I never want my whole business living on Instagram, TikTok, or Facebook

I love social media. It’s powerful. It’s free reach. It’s how people discover you fast.

But here’s the hard truth: you don’t own any of it.

The algorithm can change overnight. Your reach can drop without warning. Your account can get hacked. You can get flagged, restricted, or shut down. And if that happens, you can lose years of content, momentum, and access to the people you’ve built relationships with.

That’s why I’m always thinking about one thing:

How do I move my followers off the platform and into channels I control?

Because if something ever happens, I still want a direct line to my people.

“Rented attention” vs “owned audience” in real estate

Let’s break this down in plain English:

Rented attention (social platforms)

• Instagram followers

• TikTok followers

• Facebook followers

• YouTube views (you don’t own the relationship unless they subscribe AND you can reach them outside the platform)

You can build a big audience here and still wake up one day with 10 percent reach.

Owned audience (channels you control)

• Email list

• Blog traffic and subscribers

• CRM database

• SMS list (used responsibly)

• Community groups you manage (with member emails captured)

When you own the audience, you control how and when you communicate. No algorithm permission slip required.

What I’m actually trying to build (and what I recommend you build too)

I’m not trying to “go viral.” I’m trying to build a repeatable system where social media feeds into an audience I can reach anytime.

Here’s the simple model:

Social content → Clear call to action → Owned channel → Consistent follow-up → Opportunities

If you’re a real estate agent, lender, or anyone building your business through relationships, this matters because your business is not built on likes.

It’s built on conversations, trust, and staying top of mind.

The real goal: move people one step closer, not 10 steps at once

Most people mess this up by asking for too much too soon.

They post a Reel and the CTA is basically:“Hire me, refer me, send me business.”

That’s not how people behave online.

Instead, I focus on a tiny next step:

• “Grab my checklist”

• “Download the guide”

• “Join my email list”

• “Get the templates”

• “Comment ‘GUIDE’ and I’ll send it”

That’s it. One simple action.

Then once they take that step, I can nurture the relationship off-platform.

The best owned channel for real estate professionals: email

If I had to choose one channel to build forever, it’s email.

Why?

• Everyone has an email address.

• It’s portable. If you switch platforms, you keep your list.

• You can segment and personalize.

• You can drive real results consistently (events, deals, referrals, introductions).

And here’s the biggest reason:Email gives you leverage.

One piece of content can turn into:

• A blog post

• A weekly newsletter

• A follow-up sequence

• An invite to an event

• A resource library that positions you as the expert

That’s how you stop chasing attention and start building a real engine.

My step-by-step system to get followers off social media

Here’s the framework I use and recommend. You can set this up once, then refine it over time.

Step 1: Create a destination you control

Pick one “home base”:

• A blog (best long-term SEO play)

• A simple landing page

• A link-in-bio page that actually captures leads (not just links)

If you want organic traffic over time, your blog is the move. Search traffic is the closest thing to free leads that compounds.

Step 2: Offer something worth subscribing for

People don’t join email lists because they “support you.” They join because it helps them.

So I build what I call micro lead magnets. Quick wins.

Examples that work well for real estate agents:

• Open House Checklist

• “What to do after you go under contract” timeline guide

• Seller prep checklist

• Inspection objection cheat sheet

• “How to ask for reviews without it being awkward” template

• Vendor list (be careful about compliance and how you present it)

• 
  

Examples that work well for lenders:

• First-time buyer guide

• Pre-approval checklist

• Rate watch weekly update template

• “What documents do I need?” PDF

The best lead magnet is something your ideal client would say:“Wait, can you send me that?”

Step 3: Build a simple capture process

You need a way to collect:

• Name

• Email

• Maybe phone (optional)

Then send them the thing instantly.

This can be as simple as:

• Website form + automated email delivery

• A landing page + Mailchimp workflow

• A “comment a word” automation that sends the link (then the link captures email)

The key is: get the contact info into your system.

Step 4: Put a CTA in everything you post

Every Reel, carousel, story, YouTube description, and pinned post should have a clear next step.

Here are CTAs that work without feeling pushy:

• “Want the template? Comment ‘TEMPLATE’ and I’ll send it.”

• “I’ll send you my checklist. Comment ‘CHECKLIST’.”

• “Grab the free guide at the link in my bio.”

• “If you want my weekly market tips, subscribe on my site.”

Don’t rotate 10 CTAs. Pick 1 to 2 per month and stay consistent.

Step 5: Deliver value off-platform every week

Once they subscribe, you need a simple rhythm.

My favorite is weekly:

• 1 short email

• 1 helpful tip

• 1 link to a resource or blog post

• 1 soft call to action

That’s it.

Consistency beats intensity.

Step 6: Organize your list so it becomes an asset

If you treat your email list like one big bucket, you’re missing the power.

Segment at least lightly:

• Agents

• Lenders

• Past clients

• Sphere

• Investors

Then you can send more relevant stuff, which improves opens and clicks and keeps your list healthy.

What readers will learn from this post

• Why relying only on social media is risky for your business

• The difference between rented attention and owned audience

• The simplest system to move followers from Instagram to your email list

• Lead magnet ideas that actually work for real estate professionals

• CTAs you can use without sounding salesy

• A weekly content rhythm that keeps you top of mind

  
  

Practical examples you can copy today

Example CTA for a Reel

“Comment the word ‘GUIDE’ and I’ll DM you the link to download it. It’s free.”

Example CTA for a carousel post

“I put the full checklist on my blog. Link in bio.”

Example CTA for YouTube

“Want the exact template I use? It’s linked below. Download it free.”

Example weekly email format (simple)

Subject: “Quick tip for this week”

Body:

• 2 to 4 sentences that teach something

• 1 link to the resource

• 1 question to encourage replies

That last part matters. Replies are a relationship signal and they help deliverability.

Common mistakes I see (and how I’d fix them)

Mistake 1: Posting nonstop but never collecting contact info

Fix: Add one clear CTA to every post.

Mistake 2: Making the lead magnet too big and complicated

Fix: Make it a quick win. One page. Checklist. Template.

Mistake 3: Only emailing when you need something

Fix: Email consistently, even when you are not selling.

Mistake 4: Driving everyone to a generic link-in-bio with 14 options

Fix: Drive to one primary action. Subscribe. Download. Join.

Mistake 5: Building on a platform you can’t control

Fix: Treat social as the top of the funnel, not the foundation.

Final takeaway

I’m always going to use social media, but I refuse to let it be the only way people can find me.

If the algorithm changes tomorrow, I still want to reach my people.

So every week, I’m doing some version of this:

• create content

• offer a resource

• capture the email

• nurture the relationship off-platform

That’s how I build something stable.

That’s how you build a business that lasts.

Questions? Contact:

Jerad Larkin, Chicago Title

Phone: 303.630.9430

Email: Info@MileHighTitleGuy.com

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