Should I Hire the Agent I See on Social Media?
Is the agent you see on social media actually the right person to hire when you’re buying or selling a home?
Short answer:
Maybe… maybe not.
Some agents are incredible on social media and incredible at real estate.
Others are incredible on social media because they aren’t doing much real estate.
Here’s how to figure out which is which — so you don’t hire someone based on likes, laughs, or camera charisma alone.
Not All Agents Show Up on Social Media the Same Way
In real estate today, you’ll see two extremes:
1. Agents you can’t find anywhere on social media
They’re quiet.
They’re private.
They’re old-school.
And sometimes they’re wildly productive, experienced, and incredible to work with — they just don’t feel the need to film every moment of it.
2. Agents who seem to be everywhere, all the time
Funny reels.
Trendy dances.
Lip syncs.
House tours.
Daily “I’m so busy!” stories.
Some of them know what they’re doing.
Some of them don’t.
And for you as a buyer or seller, those two things can look exactly the same from the outside.
What Social Media Can Mean (The Good Side)
Let’s be fair — social media can absolutely be valuable.
✔ For Sellers
If an agent has a large following, your home will get more eyeballs, faster. That’s a real advantage.
✔ For Buyers
You may learn from their videos, keep up with market changes, and see homes earlier.
✔ For Everyone
Social media can show personality, communication style, and whether you may click with them.
There’s nothing wrong with any of that.
But Here’s the Reality: Great Social Media ≠ Great Agent
There are agents who spend hours a day making content…
…but have almost no real clients.
No experience writing contracts.
No negotiation practice.
No track record beyond Instagram views.
If someone’s entire brand is “funny skits,” it doesn’t tell you:
How many homes they’ve actually sold
Whether they understand pricing strategies
If they can negotiate repairs
Whether they’ve successfully closed deals for both buyers and sellers
Whether they’ve ever handled a tricky inspection, appraisal, or multiple-offer situation
These are the things that matter when real money is on the line.
Look at the Content, Not the Views
Ask yourself:
Is their content actually helpful?
Do they talk about:
laws
contract changes
new rules
local market shifts
negotiation tips
real estate strategy
buyer and seller education
Or is it just jokes, dances, and “look at me showing a house” videos?
There’s a big difference.
The “I’m So Busy!” Red Flag
Real estate trainings for years have taught agents:
“Always make yourself look busy.”
So you’ll hear:
“Oh my gosh, I’m slammed!”
“Back to back showings today!”
“Four offers to write!”
Sometimes it’s true.
Sometimes it’s… performance.
Busy doesn’t always mean productive.
And social media can make anyone look busy.
Don’t Be Afraid to Ask About Real Sales
If you’re hiring someone to help you buy or sell your biggest asset, you have every right to ask:
How many homes have you sold this year?
How many were buyers vs. sellers?
What areas do you specialize in?
There are also third-party sites that show sales history (not always perfect, but they give you a sense of activity).
A great agent won’t be offended — they’ll be proud to answer.
What About Agents Who Aren’t on Social Media at All?
Being off social media does not mean someone isn’t a great agent.
Some of the best agents in Jacksonville, St. Augustine, and St. Johns are relationship-based, old-school, service-driven, and extremely busy without ever posting a single reel.
Not every person’s strength is social media — and that’s okay.
✔ For Buyers
A non-social agent can still be phenomenal.
Knowledge > Instagram.
✔ For Sellers
If the agent isn’t big on social media, the brokerage’s social media presence matters more.
A strong brokerage can promote the listing even if the individual agent prefers traditional methods.
So… Should You Hire the Social Media Agent?
Maybe.
If:
Their content is informative
They have real experience
They truly sell homes
Their numbers back up the persona
Not if:
All you see is entertainment
They don’t talk about real estate
They can’t answer questions clearly
They can’t show actual results
The point is simple:
Choose the agent whose knowledge and experience match your goals — not the one with the catchiest reel.
Final Takeaway
Social media is a tool — not a qualification.
Great agents can be very active or not active at all online.
What matters is whether they:
know their stuff
understand the process
can negotiate
can communicate
and can actually get your home sold or help you get into one
That’s what you’re hiring them for.
Want Honest Guidance on Choosing the Right Agent?
We’re here to help you understand what actually matters and what doesn’t — no pressure and no gimmicks.
Call CrossView Realty at 904-503-0672 or email info@crossviewrealty.com.
Or fill out the Contact Us form — we’ll help you make the right call for you.
