How to Attract, Connect and Convert Real Estate Agents

Megan Galbraith breaks down exactly how Foundation Mortgage attracts real estate agent partners by leading with social media education classes, Instagram/Facebook story engagement, and a content-rich office environment — with no direct selling. LOs and branch managers who want a repeatable, education-first system for building agent referral pipelines should listen closely.

Takeaways you can run this week

• Run Instagram/Facebook Stories daily: get on while driving, at Starbucks, or between meetings — talk like you're texting a friend about your day. Use Stories to build personal connection; use Reels for reach to new audiences.
• Tag up to 25 target agents on every educational post or video you publish — they are notified and must see it. Build a recurring tag list of agents you want to convert and apply it consistently.
• DM target agents by engaging with their Stories first (comment on their kid's photo, their listing, their vacation). Once a back-and-forth exists, offer a free social media or digital audit consultation — no pitch, just value.
• After each class, have LOs call every attendee within 24 hours with this script: 'Hey [name], thanks for coming to the class. If you'd like to go deeper on Instagram, I'd love to sit down and show you one-on-one.' That call is the appointment ask.
• Send a post-class survey via Jotform asking: What did you enjoy? What didn't you like? What would you like to see next time? Use responses to improve class structure and content topics each cycle.
• Promote each class every single day from announcement to event day: post on all platforms, go live in Stories talking about it, DM the Eventbrite link directly to target agents, and have LOs post about it too. Skipping daily promotion visibly drops attendance.

The playbook

1. 1. Identify target agents: search local hashtags (e.g., #KnoxvilleRealtor), engage with their Stories and posts consistently.
2. 2. Get into their DMs organically — comment on personal content first, then transition to a business conversation.
3. 3. Offer a free social media consultation or digital audit — invite them to your office (or Zoom if remote).
4. 4. During the office visit, show your space and what agent partners get access to (media room, content backdrops, equipment). Let the environment do the selling.
5. 5. When agents ask 'How do I get access to this?' — introduce them to the LO who will be their partner.
6. 6. Promote upcoming group classes daily via Stories, posts, DMs, and Eventbrite. Email the list the day you announce and again the week of the class.
7. 7. Before each class, print the sign-up list and distribute to LOs so they know who's coming. Capture walk-in names manually at check-in.
8. 8. Co-teach classes with 1-2 LOs rotating so agents bond with the LOs, not just the marketing person.
9. 9. After class, assign unclaimed attendees to LOs who taught that session. LOs call each one within 24 hours.
10. 10. Send a Jotform survey post-class to every attendee. Review results and adjust content, structure, and promotion for next class.

Worth quoting

“No better person can market your company or your business than yourself.”

“Stories are where you really build relationships with the people following you — that's where I've captured the most business.”

Best for

LOs or branch managers who want to stop cold-calling agents and build a steady inbound referral stream through education-based marketing and social media content.

Links from the show notes

• Here
• Here
• Here