Why Some Agents Are Everywhere Online (And You’re Not)
Ever wondered why you keep seeing the same agent pop up on your feed?
You're scrolling Instagram or Facebook, and there they are... again.
Showcasing new listings, sharing sales results, offering free resources.
Do you ever find yourself asking, How is this agent following me around?
Well, it's not by accident and it's actually not that difficult to achieve.
This is all part of a strategic paid marketing funnel designed to make them impossible to ignore.
Now, imagine this. Imagine if you were the one showing up consistently in front of motivated sellers in your local market, every day.
Every time a homeowner scrolls they see:
? Your new listings.
? Your sales results.
? Your irresistible offers & resources.
You quickly become the agent they can't forget whilst your competitors remain invisible.
If you've ever wanted to create this kind of omnipresence for yourself, you're in luck.
Today, I'll break down exactly how a real estate marketing funnel works and how you can use it to attract, nurture and convert sellers on autopilot.
Why Most Agents Struggle with Social Media
Ever feel like you’re doing all the right things on social media?
e.g:
Posting listings.
Sharing market updates.
Maybe even running a few ads.
But… nothing actually leads to a tangible sale.
This is exactly why so many agents dismiss social media as a waste of time.
They’ve tried being “active” like everyone says.
They’ve posted their listings and achievements.
Some have even dabbled in ads.
And yet… no real, consistent business has come from it.
So I get the skepticism, especially from older, more experienced agents who have built their businesses through traditional prospecting.
To them, social media feels like just another marketing fad.
Social Media Isn’t a Replacement, It’s a Multiplier
Let’s strip it back to the core.
What does social media ACTUALLY provide?
? Attention: 99% of people are glued to their phones. With Meta’s (Facebook & Instagram) algorithm, we can put your content in front of motivated sellers in your market.
? Engagement: Buying attention isn’t enough. You need the right messaging and strategy to make sellers engage with you.
? Trust & Action: Consistent, strategic marketing content moves people from, “I’ve seen this agent before” → “I trust this agent” → “I’m reaching out.”
The same principles carry over from traditional prospecting, but instead of knocking on doors or cold calling, you’re putting yourself in front of sellers at scale where they actually spend time.
Traditional Prospecting vs. Paid Social Media
Think about it intuitively:
More sellers are scrolling on their phones than waiting by their letterbox for your flyer.
More homeowners are scrolling online videos than reading print ads in the local paper.
More people are engaging on social media than answering cold calls from unknown numbers.
The game hasn't changed, its just moved.
Instead of waiting for people to need an agent and hoping they remember you, social media ensures they see you consistently and trust you before they even need you.
Why Visibility Alone Isn’t Enough
Now, here’s the mistake most agents make:
They assume that being “seen” on social media is enough.
They think that if people keep seeing their name, they’ll automatically reach out when they’re ready to sell.
But here’s the thing, visibility is only the first step.
Engagement is what moves people forward.
Trust & action are what generate listings.
That’s where a proper paid social media funnel comes in.
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Instead of randomly posting or running ads without a system, a strategic funnel guides potential sellers through 3 key stages:
1?? TOF – Awareness (Top of Funnel)
Goal: Get your content in front of sellers considering a move in the next 0-12 months.
Content Type:
? Just Sold & Just Listed Ads
? Evergreen Offers (e.g., Free Market Appraisal, Home Value Report)
What happens here?
At this stage, sellers start recognising you, but most aren’t ready to take action yet. They’re just observing.
This is actually where most agents stop.
They get some views, some engagement… but no actual business.
They assume social media doesn’t work because no one is reaching out yet.
The best agents don’t stop here, they nurture people to the next stage.
2?? MOF – Engagement (Middle of Funnel)
Goal: Build trust, increase engagement, and nurture homeowners until they’re ready to take action.
Content Type:
? Video Retargeting Ads (e.g., “How to increase the sale price of your property by [x] amount”)
? Database Interaction (Personalised SMS & Email Follow-Ups)
What happens here?
Sellers start engaging with your content. They're now watching your videos and responding to your messages.
This is where we separate the serious prospects from the tire-kickers.
3?? BOF – Lead Conversion (Bottom of Funnel)
Goal: Convert engaged prospects into actual seller leads & appraisal appointments.
How It Works:
By this stage, sellers have seen your ads, watched your videos, and engaged with your content multiple times. They know who you are, they view you as a credible agent, and they’re much warmer than a cold lead.
Now, it’s time to get them to take action.
What Happens Here?
? Direct CTA SMS & Email Campaigns
? Pipeline Alerts & Prioritised Follow-Up
? Exclusive Offer Retargeting Ads
What makes this so effective?
They already know & trust you – These aren’t cold leads, they’re warm contacts who have been exposed to your brand multiple times.
You’re reaching them across multiple touchpoints – They see your appraisal offer in ads, their inbox, and their text messages.
It creates urgency – Timely, personalised messages nudge them toward taking the next step without feeling like a hard sell.
Wrapping It Up
If you’ve made it this far, I applaud you.
These are high-level marketing concepts that most agents never take the time to understand. But if you do, you gain an edge over 99% of your competition.
The goal of this piece wasn’t just to show you how social media works, but to shift the way you think about it.
Most agents never question traditional prospecting methods like cold calls, letterbox drops, door knocking, because they’ve been around for decades. The proof is already there. They work.
But social media? It’s newer, constantly evolving, and harder to get right. There’s no single playbook that everyone follows, which means two things:
1?? Bad actors take advantage of the hype, selling generic lead-gen campaigns that don’t actually convert.
2?? Most agents don’t stick with it long enough to figure out what works.
Here’s what I need you to take away:
Social media isn’t something you just ‘try’ and hope for the best.
You pay for attention. That’s the easy part. The hard part? Turning that attention into actual business.
When you dial in a system that does both, you win.
If this resonated with you and you’re ready to stop guessing, shoot me a message and let's have a chat!
Creating Marketing Systems That Build Brands, Generate Leads, and Drive Growth | Head of Ops @ MomentMarketing.co
1 周Very well said ?? those who can adapt will win in the long run.