This answer applies 3 methods from the guide, led by one.
Choose a useful territory
Work at the intersection of audience questions, actual knowledge and a service you can deliver.
- 1Collect recurring questions from real conversations.
- 2Group them into a few useful themes.
- 3Choose a point of view supported by checked evidence.
- 4State the service connection without turning every post into a pitch.
Hold when: Do not imitate expertise you cannot support. Use only approved voice and rights-cleared material.
Read it in Broker Brain →Measure the relationship, not applause
Move relevant responses into a one-to-one conversation only with permission, then measure useful follow-through.
Read it in Broker Brain →Turn expertise into a clear promise
Describe the decision you help with, the useful work you do and the limits you keep.
Read it in Broker Brain →Use your clients' questions as the yardstick
An audit needs a yardstick, and the method “Choose a useful territory” gives you one: the questions your audience actually asks, what you know, and the service you can deliver. Before you look at a single post, write down what clients ask you before they commit.
- 01List the ten questions you hear most, from your messages, viewings and appraisals, in the client's own words.
- 02Mark who asks each one: a first-home buyer, an owner thinking of selling, an investor, a landlord.
- 03Star the three that come up most often. Those are the ones your marketing must answer.
- 04Cross out any you could not answer responsibly, follow-up included. Those belong with a lawyer, lender or adviser, not in your feed.
Read your promise as a stranger would
Your bio and the top of your website are your promise. “Turn expertise into a clear promise” asks two things of it: does it sound specific or interchangeable, and would you be comfortable proving each part? Read it, then everything else, strictly. If a question is not answered where a client would look, it is not answered.
- 01Bio: does the first line say who you help, where, and with which decision? “Passionate about property” says none of them.
- 02Could a client repeat your promise in their own words after reading it once?
- 03Is every claim in it something you could show: a licence, recent sales, work you have done?
- 04Your last nine to twelve posts: count the listings, “just sold” posts, quotes and charts, against the posts that answer a client question.
- 05For each starred question: is it answered anywhere a client would find it?
- 06Every figure: does it have a source and a date? Every post: does it give the reader a reason to reply?
- 07Your live listings: does the first line say who the home suits, and are the running costs there?
- 08Search your own name, and ask an AI assistant about you. What comes back, and is it right?
Rank the gaps and fix three
The biggest gap is the question clients ask most with nothing answering it. Rank the gaps that way, then fix the top three before touching anything else.
Each fix is small: one post that answers the question, one line in your bio, one page on your website. Before you change anything, name the posts that already started real conversations, so you keep doing them.
- 01Rank the gaps: most-asked question with no answer first.
- 02For each of the top three, write one post, bio line or page that answers it, with every figure sourced.
- 03Name the posts already starting conversations, and keep them.
- 04Change one thing at a time so you can tell what made the difference.
Measure the relationship, not applause
“Measure the relationship, not applause” swaps likes and views for what matters: the replies that became a real conversation, the needs those people had, the next step agreed and the time it took. Count those for a month before you change anything, so you have a baseline of your own.
Ask every new client how they found you and what made them get in touch, and note the answers. Attribution is never certain, so treat it as a guide rather than proof. After a quarter, choose one improvement, run it and compare it with the baseline.
Check your market's privacy and advertising rules as part of the audit: whether a post showing a home and a price counts as an advert, and whether you have permission for every contact you message.
What gets in the way
Treating likes and views as proof the marketing works.
Count the replies that became real conversations over the last month, and keep the themes that start them.
Assuming the marketing team or agency has it covered.
Hand them your ranked list of client questions and ask which posts answer each one.
Posting charts and market updates to look like the expert.
Pick one number that changes one client's decision, give its source and date, and explain what it means for them.
Believing you need a bigger following before marketing pays off.
Audit what reaches your contact list and past clients too. They already know you, which no follower count measures.
Questions agents ask next
How often should I audit my real estate marketing?
A full audit once a quarter suits most agents, with a quick monthly look at which posts started conversations. Audit again whenever you change your area or the kind of client you want.
How do I write a real estate agent bio that says who I help?
Lead with who you help, where and with what decision, such as “I help families buy their first home in [area].” Add one thing a client can check, such as your licence or recent sales, and one next step. Leave out “passionate” and “dream home”, and anything you could not prove.
Why is my real estate content not working?
Usually because it talks about you and your listings rather than the reader's question, or because it gives no reason to reply. Check each post has one client question, one checked fact and one clear next step.
Can I audit my own marketing?
Yes, with the steps above. The hard part is reading your own feed as a stranger would, so ask a client you trust, or someone outside real estate, to tell you what they think you do and who you help.
What should a marketing audit cover besides social media?
Your live listings, your website, what comes up when someone searches your name, and what AI assistants say about you. Clients meet you in all of those before they call.