Be honest: how many times did you decide to get serious about social media only to end up quitting when your video only got 2 likes?
And yet, as we know, 46% of real estate businesses cite social media as their top tech tool for generating high-quality leads.
In this article, we break down Nora Schenider's advice from our recent /RealEstate episode, where she explains that the best strategy on social media for realtors has nothing to do with creating the perfect piece of content.It has everything to do with showing up—strategically, consistently, and with purpose. Today, we share the behind-the-scenes systems Nora uses to post high-quality, high-impact content while still juggling the demands of a full-time real estate business.
Spoiler: it doesn’t involve a film crew or expensive gear.
Consider this your real estate social media playbook, based on what’s working for Nora and other forward-thinking agents right now.
Let’s start with the basics: real estate social media is the use of social platforms to showcase your expertise, build relationships, and stay top of mind with potential buyers, sellers, and referrers.
Nora boils it down perfectly:
“You’re getting business and building relationships all for free. And it’s while you sleep.”
According to the National Association of Realtors, 60% of agents say social media provides the highest quality leads compared to any other tech tool (NAR 2024 Technology Survey). But many realtors still struggle to balance posting consistently with the demands of showings, contracts, and client care.
That’s where batching comes in.
“Real estate is my full-time job. Social media isn’t. So I batch my content.”
Nora doesn’t create content in real time—at least not her reels (videos). She sets aside a day or two every few months to film 3 months’ worth of content. She changes outfits, plans her shots, and edits everything later using tools like CapCut.
“All the summer content on the Real Geeks channel? I filmed it in two or three days.”
This method, called content batching, is a productivity strategy where you group similar tasks to maximize efficiency. It’s commonly used by marketers to avoid content burnout—and in Nora’s case, it allows her to keep selling homes and stay visible online.
Think you need a bunch of expensive gear to get started? Think again.
Nora’s gear setup proves you don’t need a massive budget to look like a pro. In fact, if you've got a modern phone and access to natural light, you're good enough to get started.
But if you're a gear-snob and want to be fully prepared, here’s Nora's social media starter kit (all from Amazon):
✔ Moft phone stand: MagSafe-compatible, great for countertops and desks.
✔ OctoBuddy: A suction cup mount that sticks to windows, mirrors, and more—perfect for time-lapses and vertical shots.
✔ Ring light: For clean indoor lighting that flatters you and your listings.
✔ iPhone back camera: She shoots everything in 4K at 60 fps for crisp video.
“Just make sure the sun is facing you if you’re outdoors. And use the back camera for the best quality.”
She edits everything on CapCut (the $20/month version), though she says the free version is great too. Instagram’s own editing tool, Edits, is her go-to for simple videos (and also free).
Nora treats Instagram stories and reels very differently:
· Stories (only lasting 24hs) = fast, casual, real-time. “The interval between camera click and post is like… seconds.”
· Reels (evergreen on your page) = polished, intentional, and batch-filmed.
This division matches how audiences use the platform. Stories are ephemeral and meant for daily updates; reels are algorithm-friendly and discoverable long after posting.
Pro Tip from Nora:
“Post a variety. Don’t let your grid get stale. Stories, still photos, carousels, reels—they all play a different role.”
Platforms like Instagram actually reward content creators who post in a variety of different formats. So it's a good idea to have a unique strategy for each.
For example, you can consider using Reels to explain market trends, and image carousel posts to showcase a new listing or a new facility in your neighborhood. Meanwhile, you use stories to update people on your workday and share time-sensitive events.
“I think of someone clicking on my profile for the first time. Does it look busy? Am I spamming reels?”
Nora cares deeply about her profile’s aesthetic—but not at the expense of authenticity. She filters her stories, color-corrects photos on her iPhone, and plays with layouts and fonts. But at the end of the day, her golden rule is:
“The thing that stays consistent in all of my videos? It’s not a font. It’s not a color. It’s me.”
That kind of brand consistency—where the person is the brand—is why people trust her.
This 2023 study showcases the balance social media content creators must strike between being "authentic" and being "aspirational". Researchers observed that consumers who perceived social media creators as more authentic had greater purchase intentions for the endorsed products.
In other words, while yes, you want to showcase your expertise and professionalism, your focus should be on helping your audience connect with you as a person. Don't be afraid to look imperfect and share aspects of your life that have nothing to do with real estate – you want your leads to relate to you.
One of the biggest mistakes Nora sees?
“Realtors treat social media like a one-way street. It should be a conversation.”
She emphasizes liking, commenting, responding to polls, tagging local businesses, and reposting others’ content to build your digital reputation.
In fact, 87% of people say they’re more likely to work with someone who responds to them on social media (Sprout Social, 2024).
Her advice is simple: don’t ghost your own audience.
“It’s like walking past someone on the street and not saying hi back. You wouldn’t do that in real life.”
When Nora posts a reel, she doesn’t just tag people—she uses Instagram’s collab feature to co-post content with other creators or brands.
Here’s the difference:
· Tagging: Notifies the tagged account and shows the post under their “tagged” tab (but not in their main feed).
· Collaborating: Shares the post on their feed—meaning their audience sees it too.
“It’s the best for growth. But it only works if the person accepts your collab request.”
She uses this with local businesses, Real Geeks, and other realtors to expand reach and gain followers from adjacent audiences.
Nora’s secret weapon for growth? Trial reels.
“It’s a way to test a reel in front of an audience that’s not your followers.”
Unlike regular reels, trial reels go to non-followers only. If it does well, you can post it later to your main grid.
This lets you test content and grow your audience without spamming your current followers—an elegant way to scale thoughtfully.
Many young agents default to TikTok and Instagram—but Nora urges realtors to meet their clients where they already spend time.
“I post on Facebook because that’s the market that’s actually buying homes right now.”
And she’s right. According to Pew Research Center (2024), 72% of U.S. adults aged 50–64 use Facebook—but only 30% of them use TikTok.
If you’re working with first-time buyers in their 20s, TikTok and Instagram may be your sweet spot. But if you’re listing family homes in the suburbs, Facebook could be the better bet. And if you're working with investors, go for LinkedIn.
Nora used to keep her business and personal Instagrams separate… until she had a realization: “I needed to stop being self-conscious. Real estate isn’t a 9-to-5 job. It’s your life.”
Since merging her accounts, she’s seen more DMs, more referrals, and more real conversations. She posts where she eats, who she meets, and what she’s learning.
That openness is what builds trust—and eventually, clients.
Nora’s closing advice is simple: “Just post. Let everyone know you’re a realtor. It’s the best way to get clients.”
Forget waiting until your feed is perfect. Forget worrying about the algorithm. Just show up consistently, stay authentic, and serve your audience.
That’s how real estate social media actually works.