Turn Instagram Reels Into Real Estate Closings: 6 Steps That Actually Work
EMC Weekly Agent Power Hour Recap with Liz Brown
Social media can feel like another full-time job when you're already trying to run a real estate business. During this EMC Weekly Agent Power Hour, Liz Brown shared a practical approach to making social media easier, showing up consistently, and ultimately turning content into conversations and leads.
Liz has been posting videos consistently for about six and a half years and has built an audience of more than 175,000 followers across social media. She also coaches agents on building their online presence.
If you missed the live session—or don't have an hour to watch the replay—here are the biggest takeaways.
1. Social Media Is Supposed to Be Social
Liz started by asking the group how they felt about their current social media presence and what platforms and content they naturally enjoyed creating.
Her bigger point was simple: social media is social.
Some of the relationships that have led to opportunities in Liz's business started with people she met through social media. She encouraged agents to actually get to know people online, share their profiles, interact, and build relationships instead of treating social media like a digital billboard.
The goal isn't simply to post. It's to connect with actual people.
2. Use Stories to Show What You're Actually Doing
Liz explained the difference between Stories and feed content and why Stories can be useful for showing the people who already follow you what you're doing right now.
When someone asked how to make Stories more interesting, Liz's answer was to stop thinking that every Story needs to be highly produced.
She shared examples from her own life, including her chickens, dog, daughter, work, Zoom calls, real estate, and even her journey learning to swim.
Her advice was to think about:
What do I want buyers and sellers to see me doing during the day?
That could be:
A photo with text on the screen
A quick video of what you're working on
A talking-head video
Showing something on your computer
A quick update about something happening in your life
The content doesn't need to be complicated. It just needs to give people another way to get to know you.
3. You're a Whole Person, Not Just a Real Estate Agent
One of the biggest themes of the conversation was letting more of your personality show up online.
Liz talked about agents who have other interests, businesses, hobbies, or parts of their lives outside of real estate. Her advice was not to automatically hide those things because they aren't directly related to buying or selling homes.
She shared that she teaches BodyPump, talks about her chickens and horses, and shares her swimming journey.
The point isn't to stop talking about real estate. It's to give people something else to connect with.
As Liz put it, you're a whole person—not just a real estate agent.
4. Don't Reinvent the Wheel: Model What Already Works
Liz encouraged agents to research content that is already performing well instead of trying to figure everything out from scratch.
Her approach:
Search social media for content in your space.
Look for videos that are already getting strong engagement or views.
Find one you like.
Copy the link or take a screenshot.
Give it to AI and ask how you could create something similar for yourself.
Take the framework and make it your own.
Liz emphasized that modeling something that works doesn't mean becoming another person.
You're still going to create the video differently because you're a different person.
Her phrase for this was simple:
Success leaves clues.
The goal is to recognize those patterns and use them instead of constantly starting from zero.
5. Make Your Profile Easy to Understand
Liz also walked through what she wants people to see when they land on an agent's profile.
She recommended making it immediately clear:
Who you are
What you do
How you can help
How people can reach you
She also keeps the same profile photo across her primary social platforms so people can easily recognize her.
The idea is simple: don't make someone hunt for the information they need.
6. Stop Waiting Until Your Content Is Perfect
Liz spent time addressing one of the biggest reasons agents don't post: the voice in their head telling them the content isn't good enough.
She called her own inner critic "Cheryl."
Her advice was to post anyway.
Liz shared that she started making videos during COVID from her garage after being encouraged to create a video every day. Those early videos weren't perfect, but they were a starting point.
Her approach today is still centered around taking action instead of waiting for everything to be perfect.
One example she gave was a video she created during the call. She acknowledged that it wasn't perfect and posted it anyway.
The lesson wasn't that quality doesn't matter. It was that perfection shouldn't prevent you from ever putting anything out.
7. Liz's 6-Step Map for Turning Social Media Into Leads
This was the core strategy Liz wanted agents to understand.
She described a process that takes someone from seeing your content to eventually becoming a lead and starting a conversation.
Step 1: Post the Video
The first step is simply to create and post the video.
Liz demonstrated a style that doesn't require a complicated production. A video can include text on the screen while you're walking, working, or doing something else.
The important part is getting the content out there.
Step 2: Tell Them What to Do
Your caption needs to direct people toward the next step.
Instead of simply telling someone to "DM me," Liz recommended giving them something specific to do.
For example, if you're offering a checklist, tell them to comment a specific word such as "checklist."
Make the next step easy.
Step 3: Send Them Somewhere
Once someone responds, you need a way to actually deliver what you promised.
Liz explained that this can start manually. If someone comments asking for a checklist, you can message them and ask for their email so you can send it.
As you build your system, you can use landing pages or squeeze pages.
Step 4: Give Them Value First
Liz emphasized giving people something useful before asking them for business.
Examples she mentioned included:
Selling guides
Buyer guides
Relocation guides
Checklists
Other useful resources
Her philosophy was to keep giving value and become someone people trust.
Step 5: Collect Them in Your CRM
Once someone gives you their information, they become a lead that you can follow up with.
Liz specifically talked about collecting leads through a CRM and using landing pages or squeeze pages to automate that process.
The goal is to have a system for collecting the people who raise their hand and show interest.
Step 6: Start the Conversations
The final step is the conversation.
Liz explained that the conversation may not begin with someone immediately calling to buy a house.
It might start with a simple question.
She gave the example of someone messaging her about whether snakes eat chickens in Virginia. That person may not look like a real estate lead at first.
But after additional conversations, that same person could eventually reach out about looking at houses.
The point is that the relationship can start small.
And the content you post consistently becomes part of the follow-up because people continue seeing you online.
8. Use Trial Reels as a Testing Ground
Liz also walked the group through Instagram's Trial Reels feature.
She explained that Trial Reels can be shown to non-followers without automatically placing the video on your main feed.
She described them as a testing ground.
Some of her Trial Reels receive hundreds of views while others receive hundreds of thousands, even when the videos are similar. She uses that information to see what is working.
Liz said she posts one to two Trial Reels a day and then lets stronger-performing content onto her main feed.
At the same time, she emphasized that agents should still post on their main feed consistently.
The Trial Reel can be the testing ground, while the main feed continues to stay active.
9. Make Creating and Repurposing Easier
Liz also addressed the part of content creation that many agents struggle with: editing.
She currently uses the Edits app for editing and explained that she can either post directly to Instagram or download the video and move it to other platforms.
She also uses Repurpose to distribute videos across platforms without manually reposting everything.
Her larger point throughout the call was consistent:
Make the process easier.
If editing is taking so much time that it prevents you from doing your actual real estate work, find a system or an editor that makes the process manageable.
Final Takeaway: You Don't Have to Do It Perfectly
Liz's approach to social media isn't about creating the perfect video every time.
It's about showing up, making the process easier, giving people value, and creating opportunities for conversations to happen.
You can start with one video.
You can show people what you're actually doing.
You can model content that's already working.
You can test ideas with Trial Reels.
And you can build a system that moves people from watching your content to eventually becoming a lead and starting a conversation.
As Liz demonstrated during the call, the video doesn't have to be perfect.
You just have to post it.
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