In today’s real estate landscape, the line between your personal and professional presence on social media should be far more blurred than most agents think. There is a common question I hear all the time: Should I separate my personal content from my business content?
My answer is simple. No, not entirely.
It Comes Down to Authenticity
Whether you realise it or not, potential clients are observing you online. In many ways, they are already interviewing you before a conversation has even begun. And while they certainly want a capable agent, they also want to know who you are as a person.
The days of polished, corporate-only profiles are fading fast. What people are looking for now is connection. They want to work with someone relatable, approachable, and grounded in the community.
Real Estate Has Come Full Circle
The industry has shifted. What started as a cottage-based, community-focused trade became a corporate ecosystem. But post-COVID, we’ve seen a return to the local model. People are choosing agents based on trust, familiarity, and referrals. They want to work with someone who is not only in the area, but of the area.
This shift has made relationship-building more important than ever. And relationships start with transparency.
Show What You Do Off the Field
If your social media only reflects your sold stickers and auction results, you’re missing a major opportunity. Clients want to see behind the curtain. What motivates you? What does your routine look like? How do you balance your life? What are your values?
These glimpses into your world create a sense of affability that simply cannot be replaced by property photos.
Be Seen as a Whole Human
At the end of the day, people want to work with someone they like and trust. And trust is built through consistency, openness, and connection.
So ask yourself honestly, does your online presence reflect who you really are? If not, it may be time to let the curtain drop just a little more and invite people to get to know the human behind the agent.
Because people do business with people. Not just professionals.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions