Real estate attracts a certain kind of person—driven, competitive, and often, naturally social. So, it’s no surprise that many agents are drawn to platforms that allow them to market themselves in a way that feels familiar… social media.

But here’s the problem:
For a lot of agents, social media becomes a comfort zone, not a strategy.

Why Social Media Feels Safe

For new agents (and even seasoned ones), real estate can be intimidating. Contracts, negotiations, lending details—there’s a lot to learn. Add marketing on top of that, and it gets overwhelming fast.

Social media, on the other hand, feels easy.
It’s familiar.
It’s controllable.

For many, it’s safer to post a reel or share a story than to pick up the phone and make a follow-up call. And that’s exactly why so many agents spend their time on social platforms instead of doing the real work of relationship-building and prospecting.

The “Monkey See, Monkey Do” Effect

Remember the old story about cutting the ends off the ham? A family passed down a tradition of trimming both ends of a ham before cooking it… not because it made the ham better, but because the pan was too small four generations ago.

This is exactly how many agents treat social media.
They see others doing it—and assume it must be the way.
They follow trends without questioning if those trends actually build a business.

Why This Matters for New Agents

If you’re a brand-new agent, it’s tempting to pour your energy into what you know—especially when learning the real estate business feels overwhelming. You might not know how to write a contract yet, but you do know how to post on Instagram.

And so, you hope that by mastering social media, the real estate results will follow.

But here’s the truth:
Marketing only works when it’s paired with skill.
Posting alone won’t build your database, earn client trust, or sharpen your negotiation skills.

What Successful Agents Really Do

They learn the business.
They make the calls.
They follow up consistently.
And yes—they use social media as a tool, but not as a crutch.

If you want to grow a career in real estate, stop hiding behind posts and start stepping into real action.

Final Thought

Comfort zones feel safe—but they don’t close deals.
Want to stand out?
Get uncomfortable. Make the calls. Have the conversations. And use social media as a complement, not your entire strategy.