By Aaron Grushow, Senior Marketing Manager, Social Media, Luxury Presence Agents ask me about new Instagram features pretty often, and most of the time my answer is that it does not change much about how you should be posting. This one might.

  I've spent years working on social media strategy at Luxury Presence, and the pattern I see over and over is this: agents who are generating business know exactly who they're talking to. They've identified their ideal client archetype, and everything they post speaks directly to that person.

Most agents treat social media like a megaphone. They post listings, share market stats, and hope the algorithm does the rest. The agents generating actual business from social media are doing something different.