Real to Reel: How Julie Provenzano Leverages Social Media Marketing Into Sales
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In this CandysDirt.com series, we’re taking a look at what North Texas Realtors are doing in social media, how it impacts their business, and what some of the biggest players’ keys to success are. To be successful in social media, most don’t focus on just one platform but instead launch their branch on multiple outlets to reach as many audiences as possible. Today, we’re looking at what success looks like across the various platforms.
Most people are aware that the major social media outlets have slightly different mechanisms for posting and different audiences that consume them. Facebook defines the four major outlets this way: “TikTok focuses on raw, trend-driven, short-form video content designed for virality, while Instagram emphasizes high-quality visuals, aesthetics, and curated content (Reels/Stories). Facebook centers on community, community-driven content, and link-sharing with a broader demographic. TikTok prioritizes authentic, direct-to-camera content over polished production, often rewarding high-energy, fast-paced videos.”
In terms of audience, Search and Social cited, “Facebook targets a broad, older demographic (30s-60s+) for community and news, Instagram targets younger adults (18–34) for visual lifestyle content, and TikTok dominates with Gen Z/young Millennials (16–24) focused on short-form entertainment, trends, and authenticity.”
So a business professional using these sites for marketing purposes would want to tailor their content with this information in mind. That being said, with many sources saying you need to be posting at least daily — do you need four different posts for each outlet daily? That’s a heck of a lot of content. Plenty of sources say no. As long as you’re targeting your customer with excellent content within those groups, you should be fine. And you’re increasing your reach with the same content to different audiences – the people that follow you on Facebook won’t be the same people that follow you on TikTok.
Someone who knows a lot about this in the real estate world is Julie Provenzano with Julie Provenzano Group at Compass Real Estate. She has made a huge splash in the social media world, and I spoke to her about her success across several platforms.
First and foremost, I asked Provenzano how she went about establishing her brand on social media. She said the most important thing to her was that she didn’t want to play a role. “You have to be authentic,” said Provenzano. “I wanted to show people what they’re going to get when they meet me in person.”
It’s a strategy that worked. Provenzano has 207,000 followers on Facebook; 125,000 followers on Instagram; 86,000 followers on TikTok, and 36,000 on YouTube. Julie partners with Clipsy, a Dallas-based social media content strategy and video production company, to script, film, and distribute her content across multiple social platforms. Her following was built organically — she says she was never looking to become a real estate influencer beyond posting about her own listings and things she wants to talk about.
Sent from my iPhoneHer following was built organically — she says she was never looking to become a real estate influencer beyond posting about her own listings and things she wants to talk about.
I asked Julie how necessary she thinks social media is to the real estate business, and she said to a certain extent it’s not. Some people just post their listings and that’s it. Others don’t use it at all. It’s there as a tool to be used. As for Provenzano, it’s been a crucial part of her business.
“It’s been a great stream of business for me,” she said. At first, other agents saw her online and felt they knew her to refer business. Over time she says it has shifted to more clients seeing her on social media and coming to her that way. “People feel like they know me before we’ve had our first phone call,” she said.
Any advice for other agents struggling with their social media? “Agents need to think of social media as their own free media channel to reach out, not just to this city but to other states, other countries, and really think through and be responsible with the message they’re putting out there,” said Provenzano.
“Think beyond the glitz and glamour to substance … anyone can windmill their legs out of a Lamborghini. In this time when everyone is starting to sound the same using ChatGPT, find your own unique voice.”
You can follow Julie Provenzano Group at Facebook, Instagram, TikTok, and YouTube.
