Real Estate July 10, 2024

Navigating Social Media and Controversial Topics

Maximizing Your Real Estate Potential:

Navigating Social Media and Controversial Topics


In the ever-evolving landscape of real estate, agents need to be strategic in their approach to social media and the sharing of personal views on controversial topics. This post will explore the best practices for Realtors, focusing on the advice from Mike Ferrante of the 21 Mike Team at Century 21 HomeStar and Tony Geraci, Broker/Owner of Century 21 HomeStar.

1. The Role of Social Media in Real Estate

Social media is an indispensable tool for real estate agents to stay top of mind with their sphere of influence and to generate new business. However, the way agents use social media can significantly impact their success. In today’s digital age, the temptation to share personal views on politics, religion, and other controversial topics is high. But is it wise?

2. Understanding the Risks

Tony Geraci, with over 30 years of experience in real estate, mortgage, and title, emphasizes the importance of maintaining a neutral stance on social media. “When you have things in life where there’s certain sides, and people are so passionate, my most passionate thing is my family and my business. I suggest agents don’t bring anything out that could upset a whole group of people because it will affect your business. You’re in sales, and it’s a numbers game,” Tony advises.

3. Finding Your Tribe: The Alternative Approach

There are two schools of thought regarding posting controversial content. One approach, is to “find your tribe.” This means aligning with people who share your views and doing business with them. While this can foster strong connections with like-minded individuals, it also risks alienating a significant portion of potential clients.

4. Advantages and Disadvantages of Controversial Posts

The primary advantage of sharing your stance on controversial topics is that it can strengthen your bond with clients who share your views. However, the disadvantage is equally significant. You risk alienating potential clients who hold opposing views, thus limiting your market. In a diverse society, maintaining a broad appeal is often more beneficial.

5. Responding to Direct Questions

Agents often face direct questions about their views on controversial topics. Tony’s advice is clear: “My job is to help you with your real estate needs. What I believe shouldn’t cloud your mind about my ability to assist you.” This professional approach ensures that clients feel supported regardless of personal beliefs.

6. The Impact of Personal Choices

Beyond social media, personal choices such as tattoos and piercings can also influence client perceptions. While society has become more accepting, these choices can still be divisive. Tony shares, “Some people cover their tattoos for professional reasons, while others proudly display them. It’s a personal decision, but agents should be aware of how it might affect their business.”

7. The Broader Market Context

The current real estate market is experiencing a decrease in transactions, making it even more crucial for agents to avoid unnecessarily limiting their client base. In times of market contraction, maintaining a broad appeal is essential for continued success.

8. The Influence of External Factors

Tony highlights that external factors such as elections can temporarily slow down the market as people wait to see the outcome. However, he stresses that agents’ success is ultimately determined by their actions, not external events. “No matter who’s president or what the economy looks like, your success depends on your efforts,” Tony asserts.


Navigating the complexities of social media and personal beliefs in real estate requires a strategic approach. By focusing on professionalism and broad appeal, real estate agents in Greater Cleveland and Northeast Ohio can maximize their potential. Whether choosing to share personal views or remain neutral, the key is understanding the impact on your business and making informed decisions.

For personalized advice and more insights into real estate strategies, you can reach Tony Geraci at 216-374-1269 or visit Stay connected with Mike Ferrante and the 21 Mike Team at Century 21 HomeStar for more tips on thriving in the real estate market.


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