I
n today's competitive housing market, real estate agents are evolving into social media influencers to stay ahead of the game. Agents like Francesca Baier and Alyssa Curnutt are leveraging platforms like Instagram, TikTok, and YouTube to connect with potential buyers and sellers in innovative ways."If you don't level up, you're going to get washed out," says Baier, a real estate agent with First Look Real Estate. "This is just the new way to market."

    Traditionally, real estate marketing relied on open houses, yard signs, word-of-mouth referrals, and local newspaper ads. Now, agents are using social media to showcase properties with virtual walk-throughs, photos, and aerial shots. Some agents have taken it a step further by partnering with local businesses for paid promotions.

    Curnutt, an agent with REAL Broker LLC, has 25,600 Instagram followers and attributes 10 of her 21 home sales in 2023 to her social media activity. She focuses on hyperlocal content targeting mothers and teens living on Spokane's North Side, using demographic tools to tailor her content to a specific audience."I'm speaking to that person every single time," she says.

    Curnutt primarily creates two types of content: business highlights featuring local businesses and breaking news. Her goal is not to convince people to buy or sell a home but to be top-of-mind when they're ready to make a move. She shares local content, connects with people on social media, and builds trust with her clients.

    Baier's first viral video has generated 1.8 million views since August 2024, and she has over 7,000 Instagram followers. Both agents say creating digital content is crucial for improving their branding and building recognizable online personas that blend professionalism and relatability."I'm very much a brand now," says Curnutt.

    Local businesses benefit from partnering with Baier and Curnutt, who create content that showcases them to a wider audience. Baier's social media presence helps her build trust with clients, who want to know and trust her with their real estate transaction. Instagram has become crucial for Baier's brand, averaging between 500 and 1,000 new followers each month."It's a way to stay in front of people," she says. "It's brand awareness and recognition."

    Baier covers local restaurants, retail businesses, and other topics that her clients and potential clients care about. When choosing what to cover, she keeps her audience in mind, asking herself what she would want to know if she were relocating to Spokane."If you're relocating, and coming to Spokane, you can hop on my platform and discover all the places to go," she says.

    Both Baier and Curnutt agree that having a strong Instagram presence is almost mandatory in today's market. "A lot of real estate agents are realizing you kind of have to," says Curnutt. "It's your digital business card."