In today’s fast-paced digital world, social media isn’t just an option for real estate professionals—it’s a necessity. The ability to connect, engage, and build relationships online can transform your business, as demonstrated by Ed Stulak, a social media strategist and team leader of Orbis Group. With a following of over 88,000 across Instagram and TikTok, Ed has cracked the code to effectively leverage these platforms for business success. Let’s dive into his actionable insights to help you master social media and grow your real estate brand in 2025. 📱
The Digital Business Card: Why Instagram Is a Realtor’s Best Friend
Ed refers to Instagram as the “digital business card of today’s era.” Having been on the platform since 2012, he’s seen firsthand how it opens doors to business opportunities and personal connections. What makes Instagram such a powerful tool? According to Ed, it’s the combination of features that allow for authentic engagement: reels, stories, polls, and even direct messages. He emphasizes that Instagram is more than a platform—it’s a place to cultivate relationships and build trust with your audience.
If you’re new to Instagram or struggling to see results, start by honing your profile. Ensure your bio is compelling, your profile picture is professional, and your branding is consistent across all platforms. “Instagram is free, but that doesn’t mean it’s easy,” Ed says. “Consistency and creativity are key to standing out.”
Consistency Is King: How Often Should You Post?
One of Ed’s golden rules is to show up every single day. While some experts suggest posting one reel per day, Ed reveals that in 2025, top creators are pushing for three reels daily. While that may sound overwhelming, Ed reassures agents that there are other ways to stay visible without burning out. “You can still win on social media by being proactive. Engage with others, comment on their posts, watch their stories, and send meaningful direct messages,” Ed advises.
Here are some practical tips to maintain consistency:
Batch-create content to save time.
Use tools like CapCut or InShot for easy video editing.
Repurpose content from one platform to another.
Engage with your audience daily, even on non-posting days.
Conversations Lead to Conversions: The Power of Being Proactive
Ed’s mantra is simple yet profound: “You cannot convert without conversation.” Waiting for opportunities to come to you isn’t enough. Instead, he suggests taking the initiative to create conversations. Here’s how you can do that:
Send personalized video messages: Instead of generic texts, record a short video acknowledging something specific about the recipient’s profile. Mention their name and make it personal.
Respond to stories: Instagram stories offer endless opportunities for interaction. A quick response can spark meaningful dialogue.
Use hashtags to find locals: Search hashtags relevant to your area (e.g., #SomervilleNJ) and engage with posts to start building connections with potential clients.
“People don’t expect personalized video messages, and that makes them highly effective,” Ed explains. “It’s a simple yet powerful way to stand out and start conversations.”
Leverage Instagram’s Features: Stay Ahead of the Curve
Instagram is constantly evolving, and staying ahead of new features can give you a competitive edge. Whether it’s reels, polls, or the new “Edits” tool, experimenting with these updates during their early adoption phase can increase your visibility.
Ed also shares this golden tip: Instagram rewards users who utilize all its features. “Think of it like a pizza shop,” he says. “If you’re a loyal customer, they’re more likely to give you perks. The same goes for Instagram—it rewards active and consistent users with more exposure.”
Know Your Audience: Create Content That Resonates
One of the most important steps in social media success is identifying your target audience. Ed emphasizes that your content should cater to either buyers and sellers or other agents. Mixing the two can dilute your messaging and make it less effective.
“When you know who you’re speaking to, it becomes easier to create content that resonates,” Ed says. Whether it’s humorous agent-to-agent videos or professional property tours, your strategy should align with your goals and audience.
Overcoming Camera Shyness: Just Start
Many agents hesitate to create content because they feel uncomfortable in front of the camera. Ed’s advice? Start with what you have and practice until you feel more confident. “You don’t need a fancy camera or a big production team,” he says. “Just grab your phone, go to a quiet room, and start filming. Messing up is okay—it makes you relatable.”
Remember, authenticity beats perfection every time. Don’t be afraid to share your personality and embrace imperfections. Those “oops” moments often make your content more engaging and relatable.
Ed’s Biggest Social Media Win: The Power of One DM
One of Ed’s most inspiring stories is how a single Instagram DM led to an 80-unit rental apartment complex deal. “You never know who’s watching your content or who might reach out,” he says. This tale is a reminder of the immense potential social media holds for creating life-changing opportunities.
Final Thoughts: Your Social Media Blueprint for 2025
Social media isn’t just a tool—it’s the lifeline of modern real estate marketing. Whether you’re engaging with followers, experimenting with new features, or crafting authentic content, the key is to stay consistent, proactive, and adaptable. As Ed says, “Expose yourself in every possible way. The more conversations you create, the more conversions you’ll see.”
If you’re ready to take your social media game to the next level, start implementing these strategies today. And don’t forget—success on Instagram and TikTok doesn’t happen overnight. Stay patient, keep learning, and most importantly, have fun along the way. 🎉
Connect with Ed and Tamany
Want to learn more from Ed? Grab his book, “Expose Yourself,” on Amazon. You can also follow him on Instagram at @edstulak for more tips and insights.
Continue the conversation with podcast host Tamany on Instagram at @realtorsocialmediamarketing. Check out her new program, the Ninety-Day Social Refresh, for a complete Instagram overhaul designed for realtors.
What’s your biggest takeaway from this discussion? Let us know in the comments below or send Ed a video message on Instagram—you might just spark your next big opportunity! 🚀
Comments