What if scrolling was also a work tool?

In our last post we talked about presence. Now let's get down to business: how to put it into practice?

Growing on social media doesn't necessarily mean posting more. Often, it simply means paying more attention to what's already happening around us. A story, a conversation in a local group, a post from a business in the area or even that seemingly purposeless scroll can be opportunities to get to know the people, the territory and the conversations that are happening better.

And the best? You don't need to create another piece of content for that. Just make use of small habits that can make a difference, especially at a time when the pace of production slows down.

Here are five simple ways to grow on social media without posting all the time. Let's start with the simplest.

💬 1. Comments as a person, not as an emoji machine

No "top", "congratulations", "great opportunity" or loose emojis. A helpful, local, or conversational comment can do more for your presence than a hastily made post.

Example: if a local business posts a new terrace, instead of commenting "👏👏", you can say: "That space was really well used. For those who live here in the area, it is one of those details that make the neighborhood more pleasant at the end of the day.”

If a local store announces a reopening, you can comment: "Good news for the area. This type of commerce makes a lot of difference in neighborhood life."

If a local association advertises an event, you can add: "Excellent initiative. These events help a lot to show the life that this area has, especially at this time of year.”

The goal is not to look like a salesman. It is to appear present, attentive and connected to the territory.

💭 2. Respond to stories as if starting a real conversation

Stories are one of the easiest ways to start conversations without forcing anything. People show where they are, what they like, what they value, who they are with, what areas they frequent and what experiences they associate with the place where they live or would like to live. If someone posts a beach, restaurant, work at home, move, vacation or outing in the area where you work, there is a natural opportunity to chat without selling.

Example:

"This beach continues to be one of the best options for those who want to escape a little from the hustle and bustle in August. Did you go early or did you still get a lot of movement?”

Or:

"I also really like this restaurant. In fact, this street has gained an interesting life in recent times.”

If an old client posts a photo of the balcony, garden or new house, you can write: "It's good to see this house already looking like summer. I hope it's being put to good use.”

🤝 3. Use local groups to be helpful, not to promote yourself

In the Facebook groups of neighborhood, condominium, parish or municipality, most consultants only appear when they want to advertise a property. Try doing just the opposite: answering questions, recommending services, sharing local information, or helping someone better understand an area.

Example: if someone asks for schools, you can help with a balanced answer about options in the area. If someone asks for transport, you can explain access, schedules or alternatives. If someone is looking for a painter, a moving company, a gardener or someone for small repairs, you can recommend trusted contacts. If you have a question about a street, a construction site or a local service, you can contribute useful information.

This creates noise-free presence. And over time, your name starts to get associated with someone who knows the area, helps without always asking for something in return, and participates in the community consistently.

🔎 4. Turns scrolling into market research

Scrolling can also be an informal form of market research. Look at the restaurants that are opening, the areas that are most talked about, the works that are happening or the doubts that are repeated in the local groups.

All of this can feed into future posts, customer conversations, and zone arguments.

If you see several people talking about a lack of parking in an area, that could be content. If you notice that a street has gained new commercial spaces, that could be a story. If you encounter several questions about living near a certain school, this can turn into a useful post. If you notice that an area is being talked about more and more, it might be worth observing it better in the field.

📍 5. Follow who influences a change before it reaches the portals

Not all interesting information about an area appears first in the news or on real estate portals. It often appears on the networks of those who are tampering with the territory. 

Follow the parish councils, city councils, local associations, architects, promoters, merchants, new restaurants, cultural spaces and projects that are being born in the areas where you work.

A new bike path, a redeveloped market, a school under construction, a restaurant about to open or a new green space may seem like small novelties, but they help you understand how a neighborhood is changing and give you context that can be very useful in a conversation with a customer.

Perhaps, in the end, the point is not to appear anymore, but to appear in the right places. Being in conversations, getting to know people, understanding the territory and creating relationships that don't just start when there is a business to do. And it is this way of being in real estate that we value at Homebook.