What Veteran Sellers Need to Know About Going from Referrals to Social Media (Ask Jeb)

Here's the brutal truth about social media for sales: You're already behind, and it's going to be a grind. That's the reality Margarita from Dallas discovered when she called into our podcast. She's a seasoned realtor with 20+ years of experience, built her entire business on referrals and warm market relationships, and suddenly realized she needs to master social media to stay competitive. Sound familiar? You're not alone if you're staring at this digital mountain wondering how the hell you're going to climb it. But what makes Margarita's situation even more challenging and why her story matters to every sales professional reading is this: She's trying to compress 20 years of relationship building into a social media strategy that can compete with people who've been doing this for decades. The Tom Cruise Problem: Building Your Social Media Presence Takes Time Remember the first time you saw Tom Cruise in a movie? For me, it was Risky Business, some kid dancing around in his underwear. He wasn't the "last movie star" then. He was just another actor trying to make it. But here's the thing: Today, if you saw Tom Cruise walking down the street, you'd lose your mind. You'd want selfies, autographs, the whole nine yards. Why? Because over decades, he created millions of micro-interactions that built trust, familiarity, and fandom. That's exactly what you need to do on social media. You need to create fans of YOU. The problem is that most sales professionals want to skip the relationship-building phase and jump straight to the closing phase. They want to post a few listing videos and magically generate leads. That's not how it works. The Algorithm Rewards Consistency, Not Perfection Here's the part that's going to hurt: You need to post every single day. Not when you feel like it. Not when you have something "good" to share. Every. Single. Day. When you first start, your content is going to suck. Your first TikTok video? Three people will watch it. Your first Instagram post? Crickets. Your first LinkedIn article? Your mom and your real estate buddy will like it. I know because I've been there. We've all been there. The algorithms don't care about your feelings—they care about consistency. Think about it this way: You're not just competing with other sales professionals for attention. You're competing with Netflix, YouTube, TikTok, and every other form of entertainment for your prospects' eyeballs. The only way to win that battle is to show up relentlessly until people start recognizing your name and face. The Two-Bucket Strategy: Marketing vs. Lead Generation When you think about social media as a sales professional, you need to separate it into two distinct buckets: Bucket 1: Marketing and Brand Building This is about name recognition, familiarity, and staying top-of-mind. When people in your market are ready to buy or sell, your name should be the first one they think of. This bucket is about volume, consistency, and building your personal brand. Bucket 2: Direct Lead Generation This is about watching what prospects are doing, engaging with them directly, and converting social interactions into sales conversations. This bucket is about quality, relationship building, and moving people from digital relationships to actual appointments. Most people focus entirely on Bucket 1 and wonder why they're not getting leads. Others focus only on Bucket 2 and wonder why their content isn't reaching anyone. You need both working in harmony. Your 3-Pillar Content Strategy System Here's what you need to post consistently: Original Content: This is your unique perspective, your experience, your stories. If you're a 20-year veteran like Margarita, you have war stories that new agents don't. You've survived market crashes, interest rate spikes, and industry changes. Share that wisdom. Curated Content: Find industry articles, market reports, and news relevant to your prospects. But don't just share them—add your own insight. Become an expert by building on other people's content. Engagement Content: This is where most people fail. They post and ghost. They put content out there and disappear. Social media is called "social" for a reason. When people comment, respond. When they share, acknowledge it. When they ask questions, answer them. The magic happens in the comments section, not in the original post. Why This Feels Impossible (And How to Do It Anyway) Let me be straight with you: Social media for sales professionals is a freaking grind. It's hard. It's exhausting. Every day you're trying to figure out what to post, how to engage, what to say. You can use AI to help generate ideas and even draft content, but you still need to show up, be authentic, and put in the work. There's no shortcut, no hack, no magic bullet. But here's the good news: If you're established in your field like Margarita, you have a massive advantage. You already know how to build relationships, ask questions, and solve problems. You already understand your clients' pain points and concerns. Social media is just a new channel for doing what you already do well. The 6-Month Reality Check Don't expect miracles in the first month. Or the second. Or even the third. You're looking at 6 to 18 months of consistent effort before you see real traction. That's not because social media doesn't work. It's because trust takes time to build, and the algorithms need time to understand who you are and who your content should reach. During those first six months, you're going to want to quit. You're going to post something you think is brilliant and get zero engagement. You're going to see competitors getting more likes and followers and wonder what you're doing wrong. That's normal. That's the price of admission. That's what separates the professionals from the wannabes. Building Your Digital Prospecting System Here's where social media integrates with everything else you're already doing. Remember, nothing is dead in sales. Cold calling works, door knocking works, referrals work, and social media works. The key is building a complete system where all these channels work together. Your social media presence should feed your email newsletter, which should drive people to your website, which should capture leads for your CRM, which should trigger your follow-up sequences. It's all connected. If you're not already building an email list from your social media followers, you're missing a huge opportunity. Social media platforms come and go, but your email list is an asset you own forever. The Anti-Vanity Metric Approach Don't get caught up in follower counts and likes. Those are vanity metrics that make you feel good but don't necessarily drive revenue. Instead, focus on: Engagement Rate: Are people actually interacting with your content? Direct Messages: Are prospects reaching out to you directly? Appointment Requests: Are social interactions converting to sales conversations? Email Signups: Are people joining your newsletter or downloading your resources? Remember: You don't need thousands of followers to build a successful business. You need the right followers who are actually in your market and ready to buy or sell. Your Next Steps: Making the Shift If you're ready to build your social media presence, here's your action plan: Week 1-2: Choose your platforms. Don't try to be everywhere. Pick 2-3 platforms where your ideal clients actually spend time. Week 3-4: Create your content calendar. Plan 30 days of posts mixing original content, curated content, and engagement prompts. Month 2: Start posting consistently. Track your engagement and adjust your strategy based on what resonates. Month 3-6: Double down on what works. Analyze your top-performing content and create more of it. Throughout this process, remember that your goal isn't to become an influencer. You want to become the go-to expert in your market. Focus on providing value, answering questions, and building relationships one post at a time. The Integration Strategy: Social + Traditional Here's what I love about professionals like Margarita: They understand that social media isn't replacing traditional prospecting—it's enhancing it. Cold calling isn't dead. Door knocking isn't dead. Referrals aren't dead. But social media allows you to warm up cold prospects, stay connected with past clients, and build relationships at scale. The most successful sales professionals I know use social media as part of their complete prospecting system. They're not abandoning what works. They're just adding new tools to their toolkit. The Bottom Line: No Shortcuts, Just Systems Social media success in sales isn't about going viral or becoming internet famous. It's about building a systematic approach to digital relationship building that compounds over time. It's about showing up consistently, providing value relentlessly, and converting digital interactions into real conversations that lead to closed deals. The professionals who understand that social media should be treated like the long-term relationship-building tool it is will have a massive competitive advantage over those who are still trying to figure out how to "hack" the algorithms. There are no shortcuts. There are no hacks. There's just showing up, every single day, and doing the work. The question is: Are you ready to start grinding? Want to dive deeper into using social media specifically for real estate sales? Check out How to Sell Real Estate (and Almost Anything Else) with TikTok & Instagram at Sales Gravy University—the exact course mentioned in this episode that teaches you how to leverage social platforms for real estate success.