You’re Posting Every Day… & Still Broke. Here’s Why.

Let’s cut the fluff—if you’re a mortgage or real estate professional using social media just to “get likes,” you’re doing it wrong.

Social media isn’t just a digital billboard—it’s a prospecting tool. If you’re not using it to create real connections, generate conversations, and convert leads into clients, then you’re wasting your time.

That’s why I sat down with Michelle Berman-Mikel, founder of Beyond the Method and a social media prospecting coach. Not a “social media coach”—a prospecting coach. There’s a difference. And that difference? It’s the gap between looking good online and actually making money from it.

If you’re tired of posting content that gets engagement but no business, Michelle is about to change the way you think about social media forever.

Why Most Mortgage & Real Estate Pros Fail at Social Media

Most people fall into one of two traps when it comes to social media:

1. They don’t post at all.
   • They’re afraid of looking stupid.
   • They don’t know what to say.
   • They overthink every post and never actually hit “publish.”
2. They post content that goes nowhere.
   • They chase likes, views, and followers instead of conversations and clients.
   • They post about rates, deals, and generic real estate tips—but nobody responds.
   • They spend hours editing videos, only to get zero engagement from the right people.

Sound familiar? If so, you’re not alone—but you don’t have to stay stuck.

The Shift: From Content Obsession to Conversion Optimization

Here’s the truth: your goal isn’t just to “show up” online—it’s to get business.

And that requires a strategy that turns social media into an actual lead generation tool.

Michelle breaks this down into three steps:

1. Leverage What You Already Have

Instead of chasing new followers, start converting the ones you already have.

• If you have 300 connections, why are you worried about follower 301?
• You’re not doing 300 deals a year, so why aren’t you maximizing the audience already watching you?

The goal isn’t to be popular—it’s to be profitable.

2. Create Content That Builds Connection, Not Just Visibility

Most LOs and agents post content expecting immediate leads—but that’s not how it works.

Instead, you need to build relationships FIRST.

• Stop posting about rates—nobody cares.
• Start sharing your life, your passions, and your personality.
• People do business with people they like and trust—so let them see the real you.

Pro Tip:
🔹 Combine your personal life with your business message.
🔹 Example: If you love bourbon, do a “Bourbon & Business” series where you sip whiskey and share home-buying tips.
🔹 Why? Because people will remember that.

3. Use Social Media for Actual Prospecting

This is where the magic happens.

Stop waiting for people to DM you—go out and start the conversations yourself.

Michelle’s strategy? Use social leverage.

Example:

• You see a post from someone you want to connect with.
• Two people you already know have commented on it.
• BOOM—you now have a reason to message that person:

“Hey [Name], I see you’re connected with [Person A] and [Person B]. How do I not know you yet? Let’s fix that.”

This instantly breaks the ice and leads to real business relationships.