One truth that has yet to change, no matter how much AI seems to be taking over, is, people trust people. Not ads. Not flashy graphics. Not even the best captions you’ve ever written. They trust stories from real humans.
That’s where user-generated content (UGC) comes in. In a world full of polished promos, UGC cuts through the noise. It’s real. It’s relatable. And when done right, it can become one of your most powerful marketing tools. Here’s how to tap into it as a real estate agent trying to scale.
What Is User-Generated Content?
UGC is any content, be it photos, videos, testimonials, social media posts, created by your clients, not you. Think: the couple who posts a selfie with the “just sold” sign. The Instagram story of someone toasting champagne in their new kitchen. The quick shout out from a buyer thanking you for going the extra mile.
These moments are gold. They don’t just celebrate your wins, they show potential clients what it’s like to work with you in real life.
Why It Works So Well
UGC builds trust fast. It feels authentic, because it is authentic. A recent report from Nielsen shows that 92% of consumers trust UGC more than traditional advertising. When buyers or sellers see someone like them having a great experience, it creates an emotional connection that no sales pitch can.
It also adds social proof, an invisible but powerful layer of credibility that says, “You’re in good hands here.”
How to Get Clients to Share
The key is to make it easy and fun. Most people want to share exciting milestones, they just need a little nudge.
Here’s how to make that happen:
- Celebrate on closing day: Set up a quick photo op or video moment. Offer to take a photo for them and text it right away so they can post it.
- Create branded props: A cute “Just Bought” sign, a branded doormat, or even a “keys in hand” boomerang moment can give them something visual and fun to share.
- Ask (at the right time): Once the transaction is done and they’re all smiles, say something like, “If you share this online, tag me, I’d love to cheer you on!”
You’re not begging for content. You’re inviting them to document their own win, and giving them a reason to loop you in.
What to Do With Their Content
When a client tags you or posts something about your work together, that’s your green light to repurpose.
With their permission, you can:
- Repost it to your Stories or feed
- Add it to a testimonial highlight on Instagram
- Use it in a client spotlight carousel
- Feature it in your newsletter
- Pair the image with a quick caption about how you helped them win
This doesn’t have to be complicated. You’re simply showing the human side of your brand—and letting others do the storytelling for you.
Make UGC Part of Your Strategy
Start treating UGC like the powerful asset it is. Keep an eye out for those shareable moments. Ask for feedback. Celebrate your clients publicly. And remember: every successful deal is a story waiting to be told.
You don’t have to do all the heavy lifting.
Sometimes, the best marketing comes straight from the people you’ve already helped.CTA:
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