What Level of Social Media Are You Actually Playing as a Real Estate Agent?

Let’s be honest. Most people don’t hate social media. They just don’t know what level they’re playing at.

If social media feels frustrating, inconsistent, or like a waste of time, it’s usually not because it doesn’t work. It’s because expectations don’t match strategy.

I see this all the time when I’m teaching classes, working with agents one-on-one, or helping them think through their marketing. Someone says, “Social media doesn’t work for me,” but when we dig in, they’re actually trying to jump levels without a plan.

Social media isn’t one thing. There are levels to it. None of them are wrong. The problem starts when you’re playing one level but expecting results from another.

Let’s break this down.

The Three Levels of Social Media for Real Estate Agents

Every agent using social media falls into one of these three levels. Knowing which one you’re currently playing at is the most important part of building a strategy that actually works.

Level 1: Digital Presence

Just existing online so people can find you

This is the foundational level. At this stage, social media acts like a digital business card.

Your goal here is simple:

• When someone searches your name, you show up

• Your profile looks legitimate and active

• People can quickly understand who you are and what you do

  
  

This level matters more than most agents realize. Think about how many times someone:

• Gets referred to you

• Hears your name at an event

• Sees your sign or mailer

• Meets you once and looks you up later

If your profiles are empty, outdated, or nonexistent, trust erodes immediately.

What Level 1 looks like in real life

• A completed Instagram bio and profile photo

• A handful of posts that show you’re active

• Basic information about your market and role

• No pressure to post daily or go viral

At this level, social media is about credibility, not content volume.

If this is where you are, that’s okay. You are still winning compared to agents who have no digital footprint at all.

Level 2: Top-of-Mind Marketing

Staying visible with past clients and prospects

This is where most successful agents should live.

At Level 2, social media becomes a relationship tool. You’re not trying to reach everyone. You’re staying visible with people who already know you.

Your goal here is simple:

• Remind people you exist

• Reinforce trust and familiarity

• Be present when someone is ready to move, refer, or ask a question

This is where consistency matters more than perfection.

What Level 2 content looks like

• Educational tips

• Market insights

• Behind-the-scenes moments

• Community involvement

• Real conversations and opinions

You’re not chasing trends. You’re showing up regularly so that when someone thinks real estate, they think of you.

This is also where most frustration comes from. Agents post occasionally, see no immediate business, and assume it’s not working. But Level 2 is about long-term familiarity, not instant ROI.

If someone has been watching you quietly for a year and then reaches out when they’re ready, social media did its job.

Level 3: Lead Generation and Business Growth

Actually generating real business from social media

This is the level everyone talks about, but very few people build correctly.

At Level 3, social media becomes intentional. Every post has a purpose. Distribution matters. Systems matter.

Your goal here:

• Generate inbound conversations

• Drive traffic to landing pages, emails, or offers

• Convert attention into leads and appointments

This level requires structure.

What Level 3 actually involves

• Clear messaging

• Repeated themes

• Calls to action

• Video content

• Retargeting and ads

• Email follow-up

• Content being repurposed everywhere

This is not just “posting more.” This is marketing.

The mistake I see agents make is trying to jump straight to Level 3 without mastering Level 1 or Level 2. That’s where burnout happens.

Why Social Media Feels Frustrating for Most Agents

Here’s the truth.

Social media usually feels frustrating because expectations are misaligned.

You might be:

• Posting like you’re at Level 1

• Expecting Level 3 results

• Without any supporting systems

That’s not a content problem. That’s a strategy problem.

If you’re only posting once in a while, not driving traffic anywhere, and not following up with people, social media can’t magically produce deals.

It’s doing exactly what you built it to do.

How to Know What Level You’re Currently Playing

Ask yourself these questions honestly.

You’re at Level 1 if

• You post occasionally

• Your goal is simply to look legitimate

• You are not tracking engagement or leads

  
  

You’re at Level 2 if

• You post consistently

• Past clients and friends engage with your content

• People say “I see you everywhere”

• Referrals happen quietly over time

  
  

You’re at Level 3 if

• Content drives traffic to links or offers

• You capture emails or leads

• You retarget viewers with ads

• You can trace business back to content

None of these are wrong. The only mistake is pretending you’re at one level while operating at another.

Choosing the Right Level on Purpose

Here’s what I tell agents all the time.

You do not need to play Level 3 to be successful in real estate.

Many agents build incredible businesses living comfortably at Level 2. Strong relationships, referrals, and visibility compound over time.

Level 3 makes sense when:

• You want to scale

• You want predictability

• You want leverage

• You want inbound opportunities

But it only works when built on top of Levels 1 and 2.

What I Recommend for Most Real Estate Agents

If you’re unsure where to start, this is the simplest approach.

1. Lock in Level 1

   • Clean profiles

   • Clear messaging

   • Professional presence

2. Commit to Level 2

   • Consistent posting

   • Educational and personal content

   • Show up weekly, not daily

3. Layer in Level 3 later

   • Calls to action

   • Email capture

   • Retargeting

   • Ads and systems

Social media works best when it supports your business instead of stressing you out.

Final Takeaway

Social media is not the problem. Unclear expectations are. Once you know what level you’re playing at and choose it intentionally, everything gets easier. Content feels lighter. Results feel more realistic. Momentum builds naturally. You don’t need to do everything. You just need to do the right things for the level you’re on.

Questions? Contact:

If you want help figuring out what level makes sense for your business, or how to move to the next one without overcomplicating things, I’m always happy to talk it through.

Jerad Larkin Chicago Title Colorado

📞 303.630.9430

📧 Info@MileHighTitleGuy.com

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