How Real Estate Agents Can Increase Engagement by Telling Client Stories on Social Media

Why Client Stories Matter for Social Media Engagement

I just wrapped up a one-hour Zoom session with a fantastic brokerage in West Atlanta, and I shared something we’ve been seeing first-hand in our results: the impact of client storytelling on social media engagement and lead generation.

We talked about “watch time,” also called “dwell time” on social media posts.

Good news for those avoiding video: You can achieve the same engagement results with photos, if you get the consumer to dwell on your post.

How do you make them stop scrolling and pay attention?

By having your client help tell their story and showing them why it benefits them.

How to Get Seller Buy-In for Social Posts

Here’s the exact script we share with sellers at the end of every appointment after they’ve signed the contract:

"Do you believe that working with an agent who understands marketing on social media today is important?

Perfect! From time to time you’ll see me on my phone capturing footage or shooting quick videos. I do this to capture content so I can use it to promote your listing and get more eyeballs on your home.Do you have any objection to being in any of the footage?

By chance, are you on Instagram or Facebook?

Great! Then if it’s okay with you, after we’re done today, I would like to get a selfie with you in front of the home so I can start teasing the listing by telling a story about your home. This will gain interest and cause people to reach out and ask questions about your property, make sense?

(If they aren’t resistant and they are on social media, take the conversation further)

Now, when I do post to social media—whether a selfie or a quick video—if I tag you as a collaborator and you accept, it can potentially double or even triple exposure on your home. That creates more interest and puts you in a position of leverage. May I explain?

(Explain how leverage = $$$)

Finally, I am going to send you a short list of questions to help me build a story about your home. We use your answers to create marketing copy specifically for your property, which helps drive traffic. If I send them today, can you have the answers back in a day or two?

Thank you, I look forward to going to work for you and maximizing your home’s exposure across all channels, including social media."

Step 1: Send the Seller Questionnaire

Immediately after leaving the appointment, send your seller this message:

“Hi Jeff Glover here. This is my cell.

When you get a chance, can you answer the following questions? This will help me in creating marketing that drives traffic.

• How long have you lived in the home?

• How much have you invested into it?

• Did you raise your kids here? What did they enjoy most?

• What did you and your spouse enjoy most about the house?

• What about the property itself?

• What will you miss most about the property?

• What are you most proud of about the property?

Anything else worth mentioning about what you love about the home/property?

Thank you, Jeff”

Make any necessary changes to this message, depending on your client and their unique situation. These questions help you build a compelling client story for your post instead of relying on a generic “Just Listed” Canva template that everyone else is using.

Step 2: Write Compelling Copy

Once you have their answers, write your post using our proven format:

Hook → Info → Hook → Info → Punch

• Hook: Something emotional or intriguing that makes people stop scrolling

• Info: A detail about the property or experience living there

• Hook: Add a personal connection or unique angle

• Info: Key home features or neighborhood highlights

• Punch: A clear, engagement-focused call to action (encourage comments, not DMs)

You can write it yourself or use tools like ChatGPT for assistance.

Step 3: Post and Collaborate

1. Post to both Instagram and Facebook.

2. Share to Stories separately (don’t auto-share Instagram Stories to Facebook).

3. If approved, tag the seller as a collaborator. This doubles or triples exposure because it pushes the post to their network.

4. Engage with every comment (reply with a question to keep the conversation alive).

Get in the habit of doing these four things every time and you'll slowly start to get leads from people who have been seeing your posts.

Bonus: Why This Works

• Client collaboration doubles reach (their friends and family see your posts).

• Personal stories create emotional connection, increasing dwell time and engagement.

• Comment-focused posts boost algorithm performance, leading to more leads and potential listings.

Final Takeaway

Throw away the old, generic Canva templates.

Start telling real client stories with their help. Get them excited, get their buy-in, and watch your social media engagement (and lead flow) grow.

If you think you want to add social media to your business plan, schedule a free strategy call and let's outline a path forward.