Episode 123: Social Media Updates for 2022 with Chelsea Peterson
If you’re looking for real estate content that converts, this is your go-to episode. Social media changes fast, and this conversation breaks down exactly what real estate agents need to know in 2022. We’re joined again by Chelsea Peterson, social media strategist and founder of Modern Agent Social Club. Chelsea shares how to keep up with platform updates, use Instagram more effectively, and create content that actually leads to client connections and closings.
What’s Really Changed in Social Media
Instagram introduced more updates than ever, including the rise of Reels, the link sticker for all accounts, and the new collaboration feature. These tools can help you reach new clients—but only if used intentionally. Chelsea reminds us that not all content leads to business. That’s why creating real estate content that converts should be your goal, not just posting for likes or views.
Avoid the Shiny Object Syndrome
Agents often get distracted by trends, jumping from one tactic to another without sticking to a strategy. Chelsea shares why your strategy should be rooted in your goals, your audience, and your local market. Ask yourself: are you just making content, or are you connecting with potential clients?
What to Post: Local and Intentional
To connect with your local audience, keep your posts hyperlocal. Think coffee shop round-ups, neighborhood tours, and behind-the-scenes peeks at your listings. Video content, even with the camera flipped away from your face, can still make an impact. You don’t have to be on camera to create meaningful, engaging content.
Don’t Chase Vanity Metrics
Chelsea encourages agents to move beyond likes and focus on conversion. Check how many people are clicking your profile, visiting your links, or sending you messages. That’s what matters. Use content to tell the story of what it’s like to work with you, and show your personality so people want to reach out when they’re ready to buy or sell.
The Power of Niche and Consistency
Identifying a niche—like first-time buyers or move-up families—can sharpen your messaging and help you attract the right followers. Don’t worry if your niche evolves. Social media allows you to shift your brand naturally over time. Chelsea also shares tips on how long it takes to build traction (hint: give it 3+ months of consistent effort).
Easy Wins: Stories, Polls, and DMs
If you’re not ready for full-on Reels, start with Stories. Share your day, ask questions with polls, and use link stickers to build engagement. Documenting your journey—even if you’re a brand-new agent—builds credibility and trust. You don’t need closings to create value on social media.
End-of-Year Content Ideas
Need post ideas right now? Chelsea walks us through a “12 Days of Local Gifts” series to support local businesses and build community goodwill. She also suggests reflecting on lessons learned in your business this year or connecting fun holiday themes back to real estate content.
Why You Only Need One Account
Managing both a personal and business Instagram account can be overwhelming and ineffective. Chelsea advises keeping one account that blends your personal and professional life. That way, followers get to know the real you—not just a stream of listings.
What’s Ahead in 2022
Chelsea shares her predictions for the coming year:
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Video is non-negotiable
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Personal branding will outperform polished marketing
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Reels are here to stay, but so are conversations
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Email lists will be critical for staying connected
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Collaborations (with lenders, inspectors, or local businesses) will drive reach
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Audio content and storytelling will play a bigger role
Final Takeaway
The best real estate content that converts is intentional, personal, and consistent. Use social media as a way to connect, not just promote. If you stay focused on your audience and build relationships, your content will naturally lead to business.
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