by Devone Richard
Written by Devone Richard
Social media didn’t ruin real estate.
It distracted realtors from making real money.
Somewhere along the way, the industry stopped rewarding production and started rewarding attention. Likes replaced listings. Followers replaced fundamentals. And too many agents confused visibility with profitability.
The result?
A generation of busy realtors who look successful online—but struggle to build consistent income offline.
Social media creates motion without progress. Realtors spend hours filming content, chasing trends, and posting daily—yet can’t tell you their conversion rate, average commission, or monthly revenue target.
Being visible feels productive.
It isn’t.
Seven-figure realtors don’t track likes.
They track closings, margins, and leverage.
Social media rewards entertainment, not execution. Algorithms promote flash, not fundamentals. As a result, many agents optimize for reach instead of revenue.
They know how to:
But they haven’t mastered:
Real estate isn’t a content business.
It’s a decision business.
The most dangerous phrase in real estate today is:
“I’m busy.”
Busy agents chase low-quality leads, post nonstop, and stay reactive. Profitable agents control inventory, build referral pipelines, and protect their time.
Social media didn’t create hustle culture—but it amplified it. And hustle without structure leads to burnout, not wealth.
High-producing realtors don’t disappear from social media. They demote it.
They use it to:
They don’t use it as their primary income engine.
Social media supports the business.
It does not become the business.
The real money in real estate still comes from:
Agents who return their focus to fundamentals don’t just earn more—they last longer.
Social media made real estate louder.
It did not make it more profitable.
Realtors who stop chasing attention and start building structure will always outperform those chasing algorithms.
Because real money doesn’t trend.
It compounds.
—
Devone Richard, Real Estate Broker
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