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.