By Berin Klawiter
🏡 1. Start With a Story — Not Just a Gallery
When your photos hit the MLS, don’t just drop them in and hope for the best — craft a narrative.
I always pre-sort the photos I deliver to flow like a buyer’s tour through the space, starting with the property’s strongest selling points. This saves you time and mental energy when uploading, and more importantly, it creates an emotional hook for buyers.
Before you post, pause and ask:
“Who is this property for, and what story am I telling them?”
Is it a peaceful cabin retreat? Lean into the views, the quiet, and the slow pace of life it offers.
Is it a downtown bungalow? Lead with walkability, nightlife, and flexible spaces for entertaining.
It’s okay if your imagined buyer isn’t exactly who ends up purchasing — just like women are the primary buyers of men’s deodorant, marketing isn’t always about targeting the obvious demographic. It’s about creating a vibe that draws people in.
On the MLS, pair your photos with a property description that reinforces this story — and when possible, embed a video for even more impact.
📱 2. Use Social Media as Your Personal Stage
Instagram and Facebook aren’t just for posting listings — they’re where you shape your personal brand.
Yes, share your listing photos when they’re fresh. But don’t stop there. Think of social media like a uniform: everyone wears one, but everyone wears it differently. This is your chance to show your style — the way you approach selling homes, the lifestyle you champion, and the personality behind your work.
People follow you not just to see houses, but because they like you.
As Ninja Selling teaches, the best way to sell real estate is simply to stay top of mind. Show your life, your wins, your work, and your passion — and yes, your listings.
I’m always happy to design custom graphics and post formats to make sharing listings easier and more on-brand.
(Check out my Listing Launch Kit
or book a shoot
to get started.)
🏘 3. Don’t Overlook 3D Tours — They Have a Place
I used to skip 3D tours, thinking they were just gimmicks — but the data has changed my mind.
3D tours are powerful for two key scenarios:
Out-of-town buyers who can’t easily visit in person
Sensitive sellers who need to limit foot traffic
They’re also becoming more relevant with the new NAR settlement requiring buyers to sign with an agent before seeing homes — 3D tours give prospective clients a way to preview homes before committing to work with you.
That means fewer wasted showings, and more serious buyers walking through the door.
🌟 4. Your Brand Is You
If you feel “salesy” posting listings, it’s usually a sign that your personal brand isn’t fully defined yet — and that’s okay.
The truth is, you are your brand.
Your listings are proof of the value you bring, and your visuals are the hook that tells that story.
I just went through this same process for BK Captured: clarifying what I stand for, who I serve, and what makes me different. Once you do the same, posting content stops feeling like selling — it starts feeling like sharing who you are.
Remember: in a world where no one has time to read 1,000 words, a single strong image can do it for you.
⚡ 5. Make Your Content Work Harder For You
You’re busy. You don’t have hours to spend scheduling posts or editing videos — and you shouldn’t have to.
While I don’t offer social media management myself, I do offer retainer-based media packages for agents who work with a marketing team or social media manager.
This ensures your posts stay personal, fresh, and on-brand — not filled with the generic stock content that kills credibility and makes every agent’s feed look the same.
Let your media reflect you, not the algorithm.
💬 Final Thought
You’ve already invested in professional visuals — now let them work for you.
By crafting a story, posting with personality, and using the right tools, your listings can rise above the noise and reach the buyers who matter.
And when you’re ready for your next listing launch, I’ll be here to help you make it shine.
