#638: Elevating Your Social Media Game: Strategy, Engagement, and Results with Spencer Yankowski

John Kitchens Coach Podcast | Life. Coaching. Real Estate

Elevating Your Social Media Game: Strategy, Engagement, and Results with Spencer

In this episode, John Kitchens is joined by Spencer, an experienced real estate agent and social media strategist, who dives into how agents can leverage social media to generate meaningful business results. Spencer originally presented this strategy at the Kitchen Table Mastermind event in Pittsburgh, where his insights gained significant attention for their practicality and impact. This episode breaks down Spencer’s process, explores the power of consistent social media use, and shares actionable tips for agents looking to master this essential marketing channel.

Key Themes Covered in this Episode:

1. The Current State of Social Media in Real Estate: Spencer shares his observations on how the real estate landscape has shifted. While traditional methods like cold calling, door-knocking, and hosting open houses still work, agents who incorporate social media consistently are seeing some of the strongest momentum in the industry. He refers to Alex Hormozi’s “Core Four,” where social media plays a critical role in building brand awareness and generating leads. Social media is no longer a luxury; it’s a necessity. Agents who embrace this shift, develop a strategy, and stay consistent will see real results. Spencer emphasizes that building a robust online presence isn’t about chasing vanity metrics but focusing on intentional connections that translate into business.

2. Old School vs. New School: The discussion highlights the evolution of the real estate business. While traditional approaches have their place, the power of social media cannot be overlooked. Spencer explains how it’s easy for agents to default to “old school” tactics because they feel safe and familiar, but the shift to digital engagement is transforming how buyers and sellers make decisions. This doesn’t mean abandoning tried-and-true methods—it means enhancing them. Social media is where the eyeballs are, and agents must be where their audience is spending their time. The goal isn’t just visibility but creating a deeper level of engagement and familiarity.

3. A Framework for Social Media Success: Spencer outlines a practical framework for agents to build a sustainable social media presence. The key to his strategy is maintaining a content plan based on the acronym FILM:

   • Family: Share authentic, personal moments that let people see the human side of your business.

   • Inspiration: Use motivational quotes or stories that resonate with your audience.

   • Lifestyle: Highlight your hobbies and interests to attract people who share similar passions.

   • Memes: Incorporate humor and relatable content to show personality and connect on a lighter level.

4. Each content type serves as a unique way to connect with potential clients, making your profile more than just a sales pitch. Instead, it becomes a place where people feel connected to who you are, not just what you sell.

5. Time Management and Intentional Use: One of the biggest challenges Spencer sees is agents spending time passively on social media. He stresses that a successful social media strategy requires intentional time management. Instead of “doom scrolling,” agents should focus on specific engagement strategies, broken into four 15-minute segments:

   • Geo-Tagging: Find posts and users in your target local area and engage with them.

   • Local Business Interaction: Connect with local business pages and their followers.

   • Story Interaction: Like and comment on story posts to re-engage with your followers.

   • Feed Engagement: Comment thoughtfully on posts in your feed to build relationships.

6. This structure maximizes an hour of time and ensures that your social media activities are strategically aligned with your business goals.

7. Getting Hyper-Local with Your Strategy: Spencer emphasizes the importance of going “hyper-local” in your social media efforts. It’s not just about gaining followers; it’s about connecting with people who can become actual clients in your local market. He gives an example of promoting a listing in a small town outside of a major city and using that as a hook to connect with locals who might be interested in buying or selling in that area. One way to achieve this is by engaging with local businesses and influencers. For example, if a community has a popular coffee shop, follow that business, engage with their content, and interact with their followers. These are the people living and spending in your area, making them prime prospects.

8. Creating Value That Resonates: Social media success hinges on creating value. Whether it’s educating your audience on the home buying process or providing updates on the local market, agents must offer something more than just promotional content. Spencer’s strategy involves blending personal stories with professional value, so potential clients see the agent as a person first and a service provider second. Building this balance is key. By consistently providing valuable content, agents create a digital presence that people trust and want to engage with. Spencer likens it to creating a “hook” in your stories that draws people in and keeps them invested in your feed.

9. Metrics That Matter: Spencer urges agents to focus on the right metrics. While high view counts and follower numbers look good, they don’t necessarily translate to business success. Instead, he recommends tracking metrics that directly impact your business, such as the number of meaningful conversations started, local leads generated, and engagement with local followers. He shares an example from his own business: In 90 days, his social media content reached over 66,000 unique users, compared to 449 views from traditional real estate platforms. This stark contrast shows the power of strategic social media use for generating attention and leads.

10. The Importance of Authenticity: Both John and Spencer agree that agents should embrace who they truly are. Authenticity attracts the right clients while repelling those who won’t be a good fit. This is a positive outcome, as it means more time working with people who value your unique approach. Spencer shares stories of how he’s used his interests, like running and home construction, to connect with clients who have similar passions. This authenticity creates deeper relationships, making the sales process smoother and more enjoyable for both parties.

11. Implementing the Who, Not How Philosophy: John and Spencer touch on Dan Sullivan’s concept of “Who, Not How.” For agents overwhelmed by the idea of managing all aspects of their business, finding the right “who” to handle specific tasks can free up time and energy. This might mean hiring someone to handle paperwork or bringing in a social media assistant. The key is to focus on what you do best and find support for the rest. This approach not only increases productivity but also prevents burnout, allowing agents to stay consistent in areas that drive business growth.

12. Taking the Next Step: John and Spencer encourage agents to start small and build momentum. Whether it’s identifying content pillars, setting a weekly posting schedule, or experimenting with different engagement strategies, the goal is to get started and stay consistent. They emphasize that building a strong social media presence isn’t an overnight process—it’s about showing up, adding value, and making meaningful connections.

Action Steps:

• Develop a Content Strategy: Choose 3-4 content buckets and commit to posting consistently.

• Implement Structured Engagement: Use Spencer’s 60-minute engagement framework to build relationships.

• Get Hyper-Local: Focus on connecting with businesses and people in your immediate market.

• Track What Matters: Measure success based on engagement and lead generation, not just follower count.

Connect with Us:

• Instagram: @johnkitchenscoach
• LinkedIn: @johnkitchenscoach
• Facebook: @johnkitchenscoach