At the dynamic intersection of social media real estate marketing is Elise LoSasso, a distinguished broker at The Agency Denver. With a skillful understanding of that all-important word—“authenticity”—and a knack for personal connection, Elise has mastered the art of leveraging social platforms to cultivate a thriving business and foster IRL relationships. “I do about $45M in sales a year and 50% of my business comes from IG and the rest is referrals,” says Elise. “If that statistic doesn’t show proof is in the pudding then I don’t know what does!”
In this exclusive interview, Elise (@elosasso on IG and @eliselosasso on TikTok) unveils her top tips and insights to help real estate agents elevate their online presence and harness the power of social media—and she would know, Elise has 27,000 followers on IG more than 20,000 followers on TikTok. From the importance of being genuine to the magic of consistency and the strategic use of platforms like Instagram and TikTok, Elise shares her journey and the lessons she’s learned along the way.
What are your main tips or rules when it comes to your social media presence?
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BE YOURSELF.
People know when you have an online personality versus what’s real. They want to get to know you, not your alter ego in real estate.
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Keep Things Personal.
If you have two accounts, one for business and one for personal, delete the business or merge them together if you can. Only working off your personal account is the best rule. This way the public and your clients can see your life with and without real estate. Don’t be afraid to show what you’re up to on the weekend and weeknight—whether it be the gym, kids’ functions, happy hours, parties, etc. It’ll grow your following and make people feel like they can relate! A good mix of posting about work and pleasure always hits better than just work!
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Post 5x a Week + Stories Everyday.
CONSISTENCY IS EVERYTHING. Get in the habit of doing 3 reels, 2 stagnant posts and quick stories daily. This will post to both your Facebook and Instagram and you’ll always be in front of people. Stories can be simple and fun but also have great value. As a guideline: Reels and stagnant posts should always center on something that means a lot to you personally and something of value when it comes to work.
What are the most common mistakes you see when it comes to agents and social media?
They only post about once or twice a week expecting to grow their following and don’t include anything about their personal lives in their social media. People want to know your likes and hobbies and enjoy being able to see your personality. Strange as it sounds, the parasocial-like relationship you have with followers builds comfortability and trust—two things clients look for in a real estate agent.
Which platforms are you most active on, and why?
Instagram is my bread and butter. I feel like IG compared to other platforms offers the perfect mix of business and personal. TikTok is close behind, but it’s a tougher algorithm when it comes to real estate. I have another 20k followers on TikTok so it’s silly for me not to post to both since they both accept the same length of reels, videos, posts and stories. I’m working on it!
Also with IG, I feel that I can connect with other agents across the country more effectively and the messaging is so easy and personal. I can’t tell you how many relocation referrals I’ve gotten from IG from agents in different states and countries!
Do you prefer static posts or videos? And why?
I prefer stories (which feel like live videos) and reels. They are the best marketing and get the most views and shares. People feel like they really get to know you through video. Reels also allow you to do really cool edits and music!
To date, what is your best-performing post? And why do you think it resonates?
My best-performing reel was a personal one regarding Thanksgiving and not fighting with my family—it was funny! It has almost 1M views. My reels average about 8,000 views so this is huge. I think it’s because it was so personal, funny and everyone can relate to the family stress around the holidays.
If you could have known one thing earlier regarding social media, what would it have been?
Do not purchase followers! I bought 5,000 once and it was a mess that took forever to clean up. Invest in professional videos right away! You can hire an independent contractor or a professional team but either way, it’s worth every penny for the quality, edits, music, etc. Plus it’s just a huge time saver.
What advice would you give an agent who is intimidated by social media?
Practice practice practice. If you have a niche that works for you great but if you’re not at least trying social media, you’re losing thousands of dollars in commissions. What works for me may not work for you, but what’s the harm in trying?
Can you give an example of how a social media post led to new business?
I do about $45M in sales a year and 50% of my business comes from IG and the rest is referrals. If that statistic doesn’t show proof is in the pudding then I don’t know what does! I had a 65-year-old developer see my IG and interview for a 4,000-home new construction community. Agents from around the world send me their referrals. The opportunities and connections are priceless and endless!
