If anyone knows the power of social media for real estate, it’s: Mike Schulte. Last year, a customer slipped into his direct messages with a multi-million dollar transaction. Schulte has never met the man and still does not know what he looks like.

“Every time we interacted was through social networks,” Schulte said.

Schulte, a Queens-based Citi Habitats real estate agent, exemplifies a growing trend in real estate: it’s impossible to ignore social media.

“If you don’t play where everyone else is paying attention,” says Schulte, “you may still be relevant today, but in 24 months you will be irrelevant.”

According to Schulte, everyone pays attention to social. “Think about the amount of time people spend on their phones,” he says. “Now think how much of that time is spent on social media.”

Two years ago, he came to realize that he needed to redouble his social media efforts for real estate to stay relevant. “I started posting every day,” he says.

His goal? Being helpful.

“Information is always so tightly guarded to the chest. People don’t share. I realized there was an opportunity there,” he says.

Schulte decided to focus his real estate social media on two areas in which he is an expert: real estate and New York City. Schulte was born and raised in Queens. “The videos I released in the beginning were very specific to the industry and a lot of the dynamics that come with trades,” says Schulte. However, it wasn’t long before he added another element to his strategy. “There is another value I can provide by telling the New York story,” says Schulte.

Schulte now has a videographer who follows him daily to capture his working style and shoot video clips for social media.

The effort paid off when a client reached out to him via Instagram and wanted help buying a property in New York City.

FREE guide: Become a social media marketing wiz with this free Social Media Toolkit for Realtors.

While your social media strategy may not give you a one-time gold mine, consistent effort over time can help build trust with potential customers. Here are some helpful ways to up your social media game.

What if you struggle with real estate social media?

Sometimes, no matter how hard you try, social media can seem daunting and difficult to understand. But don’t let that discourage you. Seek help instead. Here are two ways you can improve your social media skills.

Getting started on social media can pay off for your business – who knows, you just might have the next $1 million success story!