Actionable Social Media Advice: Aaron Scruggs

Why Social Media Works Best as an Extension of Your Sphere of Influence

Social media marketing in real estate is most effective when used as an extension of your sphere of influence (SOI) rather than an attempt to become an influencer. Many agents struggle with social media because they:

• Try to emulate influencers, which is time-consuming and ineffective
• Only post transactional content (e.g., "Just Listed" and "Just Sold"), which fails to engage their audience

The key to successful social media marketing is understanding that the people you want to reach are the people who already know and care about you. Social media keeps you top of mind within your existing network, making it a high-leverage marketing tool.

Crafting Engaging Social Media Content

To create an effective and engaging social media presence, follow this simple four-part formula:

• 25% Entertainment – Be yourself. Post about your daily life—your kids, pets, dinner plans. This content is easy to create and helps maintain a connection with your audience.
• 25% Inspiration – Motivate your audience by showcasing aspirational content related to homeownership, lifestyle, and success.
• 25% Education – Share valuable insights, including market stats, real estate tips, and industry knowledge.
• 25% Self-Promotion – Once you've built trust through engaging content, you earn the right to post transactional updates like testimonials, listings, and closings.

This formula ensures that your audience remains engaged while still allowing you to promote your business effectively.

Breaking Down Each Content Category

1. Entertainment: Keeping It Personal

Most people follow you on social media because they are interested in you. Your personal posts—vacations, hobbies, funny moments—keep your audience engaged and connected to you.

2. Inspiration: Creating Aspirational Content

Many social media users engage with motivational and inspirational content. Rather than generic quotes, focus on real estate-related aspirations that resonate with your audience. Examples include:

• Stories of first-time homebuyers achieving their dream
• Before-and-after transformations of renovated homes
• Insights into what's possible in the current market

3. Education: Providing Value Through Market Insights

Educational content is one of the most powerful ways to build credibility. Market stats, insights, and expert advice position you as a trusted real estate advisor.

Topics you can cover:

• Local market stats (using tools like Agent Intel)
• Common homebuyer mistakes and how to avoid them
• Neighborhood insights and investment opportunities
• Home maintenance tips, such as dealing with cast iron pipes or unpermitted additions

By consistently providing valuable and exclusive information, you establish yourself as an authority in the industry.

4. Self-Promotion: Balancing Sales with Engagement

Once you’ve engaged your audience with entertainment, inspiration, and education, self-promotion becomes effective—but it must be done strategically. Instead of simply posting "Just Sold" or "Just Listed," blend your self-promotional content with the other three categories.

Examples of blended self-promotion:

• Education + Self-Promotion: "This home sold for 7% above the neighborhood average—DM me to learn how we did it!"
• Inspiration + Self-Promotion: "So proud of my clients who just bought their dream home—if you’re looking for yours, let’s chat!"

Avoid Low-Value, Generic Content

One major mistake agents make is posting generic content like:

• "Happy 4th of July!" with a stock fireworks image
• "Don't forget to set your clocks back!"

These posts provide zero value and come across as forced self-promotion. Instead, focus on authenticity and professionalism to keep your audience engaged.

Effective Calls to Action (CTAs) for Social Media

A great social media strategy includes strong calls to action (CTAs) that encourage engagement. Every post should guide your audience toward the next step.

Examples:

• Educational post CTA: "Want to know how your neighborhood compares? DM me for a market update!"
• Just Sold post CTA: "This home sold 5% above asking price—want to see what yours could sell for? Let's talk!"
• Testimonial post CTA: "Another happy homeowner! Thinking of buying or selling? Let’s connect!"

By incorporating clear CTAs, you create opportunities for potential clients to engage with you directly.

Getting Started with a Social Media Strategy

The best way to stay consistent with social media is to create a content calendar. Planning posts in advance ensures that you:

• Maintain a balanced mix of content
• Stay consistent despite a busy schedule
• Use tools like Agent Intel to automate and streamline posts

Bramlett Partners provides agents with content templates to make self-promotion easier and more effective.

Key Takeaways

1. Use social media as an extension of your sphere of influence—focus on people who already know and care about you.
2. Follow the 4-part content formula:
   • 25% Entertainment – Personal, fun, and engaging posts
   • 25% Inspiration – Aspirational real estate content
   • 25% Education – Market stats, tips, and expert insights
   • 25% Self-Promotion – Listings, testimonials, and achievements
3. Avoid generic, low-value posts—prioritize authenticity and meaningful content.
4. Include strong calls to action in every post to encourage engagement.
5. Use a content calendar to stay consistent and organized.

By consistently implementing this strategy, you can maximize your social media impact, stay top of mind, and generate more business from your sphere of influence.