Social Media Strategies with Chelsea Peterson
In this episode, Katy welcomes returning guest Chelsea Peterson, founder of Modern Agent Social Club. Chelsea is known for helping real estate agents stop being boring and start showing up with personality and purpose online. As the creator of Modern Agent Monday, Chelsea highlights agents who are using strategic and creative marketing, and she’s back to share how you can do the same.
Why “Private Sales” Are Misleading and a Marketing Opportunity
Chelsea and Katy discuss a viral blog post about a well-known design couple—let’s call them Neil and Luly—who “privately sold” their home. While their story makes FSBO (For Sale By Owner) seem trendy and simple, the truth tells another story. They had fewer than 15 showings despite a massive online audience, and a buyer’s agent still played a major role.
Instead of being frustrated, Chelsea encourages agents to use stories like this to educate their audience. Create content that explains what’s really involved in a successful home sale and highlight what buyers and sellers miss when skipping professional representation.
Look Outside Real Estate for Inspiration
Many realtors fall into the trap of copying each other’s content. Chelsea recommends looking beyond the industry for fresh ideas. Whether it’s how a boutique markets their products or how bloggers show personality, agents can adapt these strategies to connect with their sphere.
This mindset powers the Modern Agent Monday series, where Chelsea features real agents using social media to creatively educate, relate, and generate business. The focus is on being helpful, not salesy.
Stop Posting “Sold” and Start Sharing Stories
Katy and Chelsea agree: the traditional “sold sign” post needs to go. It does nothing for your audience and often makes the transaction seem effortless—sending the wrong message. Instead, talk about what it took to get the sale done: staging, marketing, negotiations, or creative solutions.
When you show the story behind the sale, you give your audience a better understanding of your value. Use posts, videos, or reels to illustrate the client experience and your role in it.
Build a Foundation Before You Expect Results
Before expecting Instagram to deliver leads, Chelsea urges agents to build a solid foundation. This includes:
-
Posting consistently for at least 3 months
-
Balancing real estate expertise with personal content
-
Clearly communicating what makes you different
Don’t expect leads overnight. Social media is about relationship-building. When people feel connected to you, they’ll trust you with their referrals and their business.
Create a Funnel: From Follower to Client
Once you’re consistently present on social, build a funnel to turn followers into clients. This might include:
-
A clear bio that says what you do and who you serve
-
A call-to-action that invites people to learn more
-
A freebie, video series, or email newsletter that offers ongoing value
Email allows deeper connection. Your goal is to move followers off the app and into your nurture system where you can serve them directly.
How to Use Instagram Features Strategically
Instagram is more than just a feed—it’s multiple tools in one. Here’s how to use each:
-
Feed: Highlight the client experience, educate, and inspire. Think of it like the front window of a boutique.
-
Stories: Show behind-the-scenes content that builds relationships. Be relatable and consistent.
-
Reels: Share fast, micro-educational or entertaining videos. Keep it simple and visually engaging.
-
Highlights: Turn your best stories into ongoing resources—think “local tips,” “about me,” or “how to work with me.”
Stories are especially powerful because they let people “get to know you” without the pressure of a permanent post.
Make It Fun Again
Chelsea emphasizes that social media should be fun, not a chore. If creating content feels draining, simplify. Skip the polished grid and focus on sharing what you enjoy. The best-performing content often comes from being real and relatable.
Stories, in particular, offer a low-pressure way to build trust. They disappear after 24 hours, allowing you to experiment and connect without overthinking.
Community Over Competition: Social Media is a Conversation
Success on social media doesn’t come from automation—it comes from engagement. Chelsea recommends setting aside small blocks of time to comment, like, and message others in your community. Commenting on posts from local businesses, bloggers, or lenders can help grow your visibility and network.
Don’t underestimate the power of connecting with other local professionals—even if they’re not your direct clients.
Optimize Your Instagram Bio
Once someone finds you, your bio needs to clearly explain:
-
Who you are
-
What you do
-
Where you work
-
How they can connect with you
Avoid generic phrases like “I love helping buyers and sellers.” Instead, use specifics: “Helping first-time buyers in Denver with a side of cold brew and corgi content.” Show your personality and include a clear call to action.
Spotlight on a Modern Agent
To close the episode, Chelsea toasts Sophia O’Coffey, a standout member of the Modern Agent Social Club who actively educates her followers with story-driven content. Sophia recently addressed the “private sale” myth in her own stories, adding value and perspective in a compelling way.
You can see more examples of agents like Sophia every Modern Agent Monday on Chelsea’s second Instagram account: @modernagentsocialclub.
Where to Find Chelsea
Follow Chelsea on Instagram at @thechelseapetersen and check out @modernagentsocialclub for weekly features. Visit her website for free resources, membership information, and her new foundational course launching soon.
Final Thought
If you’re still struggling with what to post, remember this: social media is not just about marketing—it’s about building trust. Show up as yourself, consistently. Offer value. And don’t forget to have fun with it.
Want to build a better online presence? Start by watching Chelsea’s free video on how to connect authentically with your audience—link in the show notes.
ratethispodcast.com/hustlehumbly
