Turning Likes Into Leads: Brian Icenhower’s  Guide to Social Media That Actually Sells Homes

In a digital world where agents chase likes, views, and followers like gold coins in a video game, Brian Icenhower gives us a reality check: vanity metrics won’t pay your mortgage. 

With over three decades of real estate experience and a coaching empire that serves top-producing teams and brokerages nationwide, Brian’s approach to social media is refreshingly tactical.

It's not about looking cool – it’s about getting clients.

Today, we break down his /RealEstate episode with Chris Whitling, where he explains the exact blueprint that's driving his success.

Expect to learn Brian's 3:1 posting strategy, his unique method to maximize engagement, and how to effectively move your leads into your CRM so they can translate into sales.

Your Facebook Isn’t a Diary. It’s Your Website.

Brian's first nugget of wisdom might be a hot take: people don't go to websites anymore.

Instead, he believes, realtors and agents should start treating their Facebook pages as their website.

And he's got a point. Every agent has a website, where they display they host the same pages and they display the same properties. And yes, you need to have one so you can showcase the services that you offer.

But nowadays, people want to connect with who you are. Especially in our industry, where our job is often to help clients with one of the most life-altering decisions  they'll ever make, like moving homes.

It makes sense, then, that they'll be curious about who we are rather than what we can do for them. Because let's be honest – we all have access to pretty much the same properties and provide pretty much the same service.

The real differentiation comes in who we are as a person. Our expertise, our reputation, our communication style, our work ethic, and yes, that "it" factor of how well we get along with our clients.

This means that your social media presence is your storefront. And if it’s sloppy, political, or filled with red Solo cups, you might as well put a “Closed for Business” sign on your page.

Brian warns agents against mixing personal controversy with professional presentation.

“If you wouldn’t put it on your website, don’t put it on your Facebook. If you're in a bikini drinking out of a red Solo cup... would you put that on your website?”

The 3:1 Posting Formula: Baby Pics, Not Just Listings

Brian's second truth bomb is this: no one wants to follow an Instagram account that only posts listing photos. That’s why he teaches the 3:1 content ratio: for every real estate-related post, share three personal (but polished) posts.

“You need to post things that get engagement,” he explains.

“If you had a baby and posted it on Facebook, you’d get 300 likes. So even if you don’t have a baby—borrow someone else’s baby. Take a baby.”

Jokes aside, the point is simple: high-engagement posts boost your algorithmic visibility. Then, when you do post a real estate video or listing, more of your sphere will actually see it.

And yes, this means being a little vulnerable. “It’s a lot easier than prospecting or cold-calling,” Brian reminds agents.

“But you do have to get over yourself. Drop your ego for your family and for your goals.”

Remember, these people (your leads) are trusting you to guide them through a major life decision. They'll want to do it with someone likable, professional, and caring.

Engagement Beats Posting—The “10-10-5” Method

While most agents focus solely on what they’re posting, Brian emphasizes something even more powerful: what you’re doing with other people’s content.

He teaches a quick but effective daily routine:

10 likes per day — React positively to 10 posts from people in your sphere.

10 comments per day — Leave kind, personalized comments.

Instead of “Great photo!” or “Congrats!”, go for "This is awesome, John." and "You guys look great, Tess!"

5 messages or shares per day — Either share someone’s post or send them a direct message.

This "10-10-5" approach can be done in under 30 minutes a day, turning passive scrolling into meaningful touchpoints.

And the math here is insane: “You're touching 30 people a day,” Brian notes. “That’s 150 a week. That’s 600 contacts in a month where you just made everyone feel awesome about you. And guess what happens when you do that? They start liking your posts too.”

This creates a feedback loop that boosts your visibility, deepens relationships, and ultimately brings in referrals.

Build Your Sphere, Then Move Them Into Your CRM

Now, after we post strategically and we engage actively, it's time to move our social media leads from "likes" to long-term follow-ups.

“You've kind of teed up this database,” Brian explains. “Now they all belong in your sphere of influence. So at that point, we’ve got to put them into our CRM.”

Use simple messages to request contact info:

“By the way, I’ve got something I want to send you—do you have an email?”

“While I’ve got you, if you send me your email I can forward you a recent blog I wrote on this!”

Don’t overthink it—timing helps. “If you just interacted with a post,” Brian adds, “then you send the message, it's like ‘Hey I was just thinking of you because I saw your post.’”

Boom—new contact, new connection, new lead.

Help Before You Sell: Be the Local Connector

Want to be remembered? Help people with non-real estate problems.

Brian explains, “If someone posts that they had a flood or their basement is leaking, be the person who says, ‘Hey I’ve got great contractors—I’ll send over a few.’”

Become their resource rather than another salesperson.

He continues, “We are uniquely positioned to be the center of the business referral industry. Most top agents have relationships with all the top attorneys, accountants, electricians, plumbers, dentists… business just gets referred back and forth like you wouldn’t believe.”

Be people's "referral guy/girl". The one they think about when they have an issue that someone within their community can help with.

That’s what builds trust. And trust is what builds business.

Don’t Let Your Ego Sabotage Your Business

Hopefully by this point you've noticed a trend in Brian's advice: social media success requires humility.

It’s not about showing off; it’s about showing up.

“If you're posting angry political posts, bikini photos, or bragging about how much money you make—you’re shrinking your audience,” he says. “Politics and religion will cut your reach in half. Fast.”

Want to win? Be warm. Be likable. Be helpful. And above all, be consistent.

Takeaway

You don’t need a marketing agency or a viral video to grow your business online. What you do need is Brian Icenhower’s formula:

·  Show up daily

·  Be personal but polished

·  Help people

·  Ask for business

·  Follow up in your CRM

·  That’s how you turn likes into leads—and leads into closings.

Stay tuned for part II of this article, where we break down Brian’s biggest social media “don’ts” and why too many agents are accidentally repelling clients instead of attracting them.

Looking for more?

Visit EisenhowerCoaching.com to learn more about Brian’s programs and training resources.