Picture this: You’ve spent hours crafting the perfect social post about the local property market.
It gets decent engagement, a few likes, maybe some shares.
But then… nothing.
Those interested followers scroll on, never to be seen again.
Many agents I know spend considerable time on social media without a clear path to convert that attention into something more valuable.
They create great content that attracts interest but miss the opportunity to build their email list – which is the only digital marketing asset you can say you own.
There is a way you can convert these fleeting ‘moment in time’ interactions to become part of your overall client nurture plan.
Why This Matters
The average person needs 13+ touchpoints before making a property-related decision. Social media algorithms make consistent visibility nearly impossible.
Email marketing still has the highest ROI of any marketing channel, delivering an industry-leading ROI of approximately $36-40 for every $1 spent – significantly outperforming other channels…
- SEO: around $22 for every $1 spent
- Paid advertising: typically $2-5 for every $1 spent
- Social media: approximately $1-3 for every $1 spent
- Event participation (Trade Shows) $1-3 for every $1 spent
And… if you don’t believe me on that, ask the legend of real estate marketing in Cranbourne, Jo Mooney!
Build a Bridge
The bridge between social media and your database – or email list – is often called a lead magnet, so today we will run with a two-step workflow to create one.
Note that a lead magnet is just a fancy way of saying you give away something for free in exchange for a person’s email address.
This could be anything from an ebook to a calculator, a quiz, a swipe file, an educational email course or many other amazing things.
How to use it on social
Before:
Social media post: “The market in North Bondi is changing! Contact me to learn more about current opportunities.”
After:
Social media post: “The market in North Bondi is changing! Download my free ‘North Bondi Property Valuation Worksheet’ to estimate your home’s current value before you speak with an agent. Link in bio.”
What you’ll need to create it :
- Your large language model of choice (eg Claude, ChatGPT, Gemini)
- A couple of handy prompts
The Workflow:
- Step 1: Tell ChatGPT or Claude what you need help with
- Step 2: Train ChatGPT or Claude to create the template for you.
The Prompts:
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*This article was originally published by AI Powered Agents and can be read in full here.
