Turning Followers into Leads: The Social Media Conversion Process

Turning likes and views into real client conversations is a clear process. You guide people from a post they enjoy to a form they complete and then to a meeting in your calendar. This guide shows you each step, with simple tools, scripts, and examples tailored to real estate in Australia.

The conversion ladder

Think of conversion like a ladder. Your job is to help people climb each rung.

• Attention. Your content is seen and remembered

• Interest. Your message speaks to a real need

• Click. A simple next step is clear and easy to tap

• Capture. A clean form collects details with consent

• Conversation. You respond fast with helpful value

• Appointment. You book a time and keep the promise

• Nurture. You stay in touch until the client is ready

The three tap rule

Make it possible to become a lead in three taps from any post.

• Tap one. A strong call to action in your post or Story

• Tap two. A clear link in bio or button that says exactly what will happen

• Tap three. A simple landing page with a short form and a clear benefit

If it takes more steps than this, you will lose people.

Set up your foundation in one hour

Use this checklist before you post.

• Link in bio. One single action. Examples

  • Get your free suburb price guide

  • Book a quick online appraisal

  • Download the pre sale checklist

• Landing page. One promise. One form. One thank you page

• Form fields. First name. Email. Mobile. Suburb of interest

• Consent box. A clear line that you will be in touch with property tips and local updates

• Thank you page. Deliver the item. Offer the next step to book a time

• Calendar link. Let people pick a time for a call or a quick visit

• CRM tagging. Tag by lead type such as Buyer. Seller. Landlord. Investor. Downsizer

Offers that make people act

People exchange details when the offer feels helpful and specific. Use one main offer per month.

• Suburb Price Guide. Median price. Days on market. Recent sales

• Free Online Appraisal. A short form and a fast response

• First Home Buyer Kit. Steps. Grants. Loan to deposit basics. Local lenders list

• Downsizer Plan. Timeline. Legal checklist. Moving help. Local services

• Investor Pack. Rental yields. Vacancy rate. Property management fees

• School Zone Map. Catchments. Bus and train links. Family friendly parks

• Auction Day Cheat Sheet. What to bring. Bidding signals. Costs to expect

• Open Home Prep Checklist. One page that vendors can print

• Quarterly Market Snapshot. Branded PDF with plain language notes

Tip. Choose one offer per audience for the month. Do not split attention.

Calls to action that actually convert

Place the call to action where people look and when they are ready.

• Reels. Say the call to action in the first five seconds and in the last three seconds

• Captions. First line states the benefit. Last line gives the action

• Stories. Use Link, Poll, Question, and Countdown stickers to trigger DMs

• Lives. Pin a comment with your link. Repeat the offer every few minutes

• Highlights. Pin your main offer at the front. Name it clearly such as Free Appraisal or Suburb Guide

• Facebook posts. Use a short link and ask for a keyword in the comments to trigger a DM

Sample lines you can copy

• Get the latest price guide for your suburb. Tap the link in my bio

• Want a quick online appraisal in two minutes. Tap to request yours

• Comment PRICE and I will DM the suburb report

• Message me the word CHECKLIST and I will send the vendor prep list

Simple DM scripts for fast replies

Respond within five minutes where possible. Keep each message short and friendly. Below are four simple paths.

Buyer path

1. Thanks for reaching out. Which suburbs are you watching

2. What price range are you most comfortable with

3. I can send matched listings and off market options. What is the best email

4. Would you like a quick call this afternoon or tomorrow morning

Seller path

1. Thanks for requesting your suburb guide. What street is your home near

2. Are you looking to sell soon or just planning ahead

3. I can send a quick online estimate and a pricing range. What is your email

4. Would you like a five minute call to talk through timing and strategy

Landlord path

1. Thanks for the investor pack request. Do you own a property now or are you looking to buy

2. Which suburb and property type

3. I can share a rental estimate and a fee comparison. What is the best email

4. Would you like a quick call today to go over the numbers

Neighbour path after a sold post

1. Thanks for your message about the sale in your street

2. Would you like a quick estimate of your own property value

3. What is the best email and mobile so I can send it today

4. I can also drop a printed report. Would today at 5 or tomorrow at 10 suit

Landing page that converts at first glance

Use one fold only. No scrolling if possible.

• Clear headline. Example

  • Free Suburb Price Guide for Carindale

• One image. A clean map or your face looking at the camera

• Three dot proof list

  • Latest sales and trends

  • Average days on market

  • What buyers pay right now

• Short form with four fields and consent

• Button copy. Send my guide

• Micro text under the button. You can unsubscribe at any time

• Thank you page

  • Confirm delivery

  • Invite to book a call with your calendar link

Content that feeds the conversion engine

Post types that lead into your offer.

• Problem posts. Name a common worry. Offer the guide

  • Example. Are buyers still lowballing in Springfield. Get the latest results in the suburb price guide

• Proof posts. Share a result with one learning

  • Example. Sold in eight days. Ask me for the pre sale checklist we used

• How to posts. Teach one small step

  • Example. Three photos angles that sell kitchens. Get the full photo prep checklist

• Local love posts. Show you know the area

  • Example. Best dog walk tracks in Everton Park. Grab the suburb guide if you are moving soon

• Open home posts. Invite and convert

  • Example. Open Saturday 10 to 10.30. Comment PRICE for the suburb guide and contract

• Story flows

  • Frame one. Hook question

  • Frame two. Tip or stat

  • Frame three. Poll or question sticker

  • Frame four. Link sticker to the offer

Retargeting that multiplies results

Warm audiences convert better. Build and use these groups.

• People who viewed your videos this month

• People who visited your landing page but did not submit the form

• People who messaged your page in the last 365 days

• Past open home visitors and past appraisal leads uploaded as a custom audience

Show them fresh proof posts and the same main offer for the month. Keep it simple.

Speed matters more than anything

Lead quality improves when you reply fast.

• Aim to reply within five minutes during business hours

• Use saved replies on Instagram and Facebook

• Use a shortform template in your CRM

• If you miss the window, send a quick loom style video reply to stand out

• Always offer two times for a call to make it easy to say yes

Compliance made simple

Keep trust by doing the basics right.

• Ask for consent before adding anyone to email or SMS lists

• Clearly state what they will receive and how often

• Include an easy way to opt out in every email

• Protect personal information in your CRM and keep access limited

• Avoid making promises on price. Share ranges and recent facts

Measure what matters each week

Track these numbers so you know where to focus.

• Reach. How many locals are seeing your content

• Profile visits. How many click through to your bio

• Link clicks. How many reach your landing page

• Landing page conversion rate. Leads divided by views

• Leads to conversation rate. How many you spoke with

• Conversations to appointment rate. Actual meetings booked

• Appointments to signed client rate

• Cost per lead if you are boosting posts

Use a simple sheet. If a number is weak, fix the step above it in the ladder.

A seven day conversion sprint

Use this mini plan to switch your social from likes to leads in one week.

Day one

• Choose one offer for one audience

• Build the landing page and thank you page

• Set the link in bio

Day two

• Record one Reel and one Story sequence that lead to the offer

• Write three captions with a clear call to action

Day three

• Post the Reel and Stories

• Reply to every comment within one hour

• Start DMs with saved scripts

Day four

• Share a proof post about a client result

• Add the offer to your Highlights

• Boost your best post to people in your service area

Day five

• Run a live Q and A for ten minutes

• Pin a comment with your link

• Save the live to your profile

Day six

• Post a local love piece that ties to the offer

• DM anyone who engages and ask one simple question

Day seven

• Review your numbers

• Improve the landing page headline if conversion is low

• Plan next week using what worked

Examples of clear conversion paths

Pick one and stick to it for at least two weeks.

• Post to DM to calendar

  • Reel about a fresh sale

  • Comment PRICE triggers a DM

  • DM script offers a five minute pricing call

  • Calendar link booked

• Post to link to form

  • Story with Link sticker to Suburb Guide

  • Landing page collects details

  • Thank you page offers a quick call

• Open home to list

  • Facebook Event for the open

  • Registration form sent with reminder

  • After the open send the Suburb Guide and offer an appraisal

Team workflow for speed and quality

Even if you are a solo agent, think like a team.

• Daily

  • Check DMs and comments morning and afternoon

  • Reply within five minutes when active

• Weekly

  • Create two pieces of content that sell the main offer

  • Review metrics and decide one improvement

• Monthly

  • Refresh the lead magnet with new stats and stories

  • Clean your CRM tags and update nurture sequences

Nurture after the first touch

Not every lead is ready today. Keep the relationship warm.

• Send a welcome email with the item promised

• Share one high value tip each week

• Add a simple soft offer in every message

  • Example. Want a quick check of your current value. Reply VALUE

• Send a personal check in after two weeks

• Invite to a short local webinar or a drop in coffee chat once a month

Final checklist you can copy

Before you post again, confirm the following.

• One main offer live this month

• Link in bio points to that one offer

• Landing page is simple and fast

• Form has four fields and clear consent

• Thank you page delivers value and offers a call

• Saved DM scripts ready for Buyer. Seller. Landlord. Neighbour

• Calendar link ready

• CRM tags and a short nurture sequence set

• Metrics sheet ready to track

Follow this process and your social media will move from nice to have to lead machine. Keep the ladder short. Keep the offer clear. Reply fast. Measure weekly. Improve one step at a time. This is how you turn followers into leads and leads into clients.

Author Ken Hobson
ken@agentslibrary.com.au