Class Overview In this class, Bob Latigona teaches real estate agents how to use social media as a practical, relationship-based prospecting tool without feeling fake, salesy, or forced. Agents will learn that social media is not about becoming an influencer, going viral, or performing for strangers. It is about showing up consistently where their sphere already spends time, sharing useful local real estate information, engaging with people they already know, and creating natural conversations that can lead to trust, referrals, appointments, and long-term business.
What You Will Learn
- Why social media prospecting is about showing up, not showing off
- Why agents feel fake online and how to shift from a performance mindset to a relationship mindset
- How to use the five content pillars: Personal, Professional, Local, Educational, and Proof
- How to create a simple weekly content plan that keeps you visible without overthinking every post
- How to use market updates, home search links, home equity posts, and local content to create conversations
- Why comments, stories, short videos, and direct messages are important relationship tools
- How to use AI to help create content without losing your own voice
- How to track meaningful social media conversations and follow-up opportunities in your CRM
Class Recording Watch the full Chapter 9 training session below. This class explains how to use social media to stay visible with your sphere, share helpful real estate content, and create conversations without feeling fake or overly promotional. Agents will learn how to post with purpose, use the five content pillars, engage with people online, send thoughtful direct messages when appropriate, and turn online visibility into real relationship-based prospecting activity.
Class Resources Use the resources below to review the class, complete the workbook, and put the training into action. Download Chapter 9 Workbook
Action Steps Complete these steps after watching the class:
- Review your social media profiles and make sure your photo, bio, market area, contact information, and online resource hub link are clear.
- Choose the main platform you will focus on first, such as Facebook, Instagram, LinkedIn, or a local community platform.
- Create one post idea for each of the five content pillars: Personal, Professional, Local, Educational, and Proof.
- Post one local market update using a simple town, numbers, takeaway, and next-step format.
- Comment thoughtfully on 20 posts from past clients, sphere contacts, referral partners, local businesses, or community pages.
- Post one story using a behind-the-scenes moment, local moment, quick market thought, poll, or simple question.
- Send up to five thoughtful direct messages when there is an appropriate reason, such as a comment, question, request, existing relationship, or welcomed interaction.
- Use AI to draft one caption or short video script, then edit it so it sounds like your own voice and fits your local market.
- Track every meaningful reply, comment, direct message, request, and follow-up opportunity in your CRM.
Action Steps
Back to Chapter 8 Back to Summer of Prospecting Go to Chapter 10