09/02/2026
Being a Realtor right now is… interesting.
Post your closings so people know you're successful.
Don't post your closings because it looks like you're bragging.
Show your listings.
Don't show too many listings or people will think that's all you do.
Post on social media every day.
But don't make everything about real estate.
Call your database.
But don't bother people.
Follow up.
But don't chase.
Be authentic.
But be professional.
Build a personal brand.
But make sure it's not too much about you.
Spend money on marketing.
No, save your money and prospect.
Pick a niche.
But don't limit yourself.
Be available for your clients.
But have boundaries.
Work harder.
But don't burn out.
And somewhere in the middle of all that advice, we're supposed to figure out how to actually run a business.
The truth is, being a Realtor right now is a strange combination of salesperson, marketer, negotiator, counselor, problem solver, content creator, small business owner, chauffeur, researcher, paperwork chaser and professional "let me find out."
And most of the part people see is the smallest part.
They see the SOLD post.
They don't see the buyer who lost three houses before finally getting one.
They see the new listing video.
They don't see the conversations with a seller who's scared their home won't sell.
They see someone handing over keys.
They don't see the inspection that almost killed the deal, the appraisal issue, the financing scare, the 47 phone calls, or the problem at 9:30 at night that somehow needed an answer by 9:32.
And yes, we get paid when a transaction closes.
But we also work a lot of hours when nothing closes.
We spend money before we make money. We market homes, pay dues, buy signs, drive hundreds of miles, host open houses, answer calls, write offers, show properties and follow up with people who may not buy or sell for another two years.
There isn't a salary waiting on Friday.
There isn't a guaranteed paycheck for doing everything right.
So we're constantly trying to figure out how to stay visible without being annoying, successful without bragging, knowledgeable without pretending we know everything, and persistent without making people want to block our number. 😂
And maybe the answer isn't choosing the "right" side of all that conflicting advice.
Maybe it's figuring out what kind of Realtor you actually want to be.
I want people to know I sell houses.
Of course I do. This is my business.
I want to celebrate my clients when they get the keys.
I want to show the homes I'm excited about.
I want to talk about the market.
I want to share the wins.
But I also want people to know there's a real person behind the real estate.
Someone who genuinely worries about whether her clients are making the right decision.
Someone who gets excited when an offer gets accepted.
Someone who is disappointed when a deal falls apart.
Someone who sometimes sits in the car after an appointment wondering if she said the right thing.
Someone who is still learning, still adjusting and still building.
Because being a Realtor isn't just opening doors and posting SOLD pictures.
It's building a business based largely on whether people trust you enough to call you when they're making one of the biggest financial decisions of their lives.
And I don't think there's a perfect Instagram strategy for that.
So I'm probably going to keep posting the houses.
I'm going to celebrate the closings.
I'm going to share some of the messy parts too.
I'm going to talk about real estate because I genuinely love what I do.
And I'm going to keep showing up as myself.
Because after all the scripts, strategies, algorithms, coaching and conflicting advice…
people still hire people.
And that's the part of this business I never want to forget.
Picture of my grandbaby bc she’s cute ❤️❤️
Cassandra Jones
