#57 Rachel Melby - From Instagram to Real Estate: How Authentic Content Creates Clients

The Mostly Real Estate Podcast, with Declan Spring

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When Rachel Melby moved to El Cerrito she created an Instagram account to document her discoveries in this charming Bay Area community. What began as personal exploration blossomed into IG's "The Little Hill" – a thriving online community celebrating local treasures, architecture, and neighborhood events. What Rachel couldn't have anticipated was how this authentic community-building would later become the foundation for her successful real estate career.

Rachel's journey represents what many agents aspire to but few achieve: converting genuine community engagement into business opportunities without sacrificing authenticity or trust. As she explains, "I wanted to make sure that people were opting into my real estate journey rather than me shoving it down their throats." This thoughtful approach led her to create a separate IG account, "Little Hill Real Estate", while carefully managing her original platform – a strategy that paid dividends as community members eagerly followed her professional evolution.

Throughout our conversation, Rachel shares practical wisdom about creating content that resonates. From finding your voice on social media to adapting to algorithm changes, she emphasizes versatility and consistency above all. "Learn how to do a little bit of everything," she advises, noting that mastering various content formats helps you pivot when platforms evolve. For those intimidated by content creation, Rachel suggests identifying specific barriers – whether it's camera shyness or concern about specific followers – and addressing them head-on.

Beyond digital strategies, Rachel has increasingly focused on bringing her online community offline through events like the annual Summer Kickoff Festival and partnerships with the El Cerrito Historical Society. This holistic approach to community engagement has positioned her as both a trusted local resource and a go-to real estate professional in a competitive market. Her insights into current market conditions reveal the value of hyperlocal expertise, particularly as insurance concerns reshape buyer preferences between hill and flatland properties.

Whether you're a seasoned agent looking to enhance your social media presence or considering a career in real estate, Rachel's experience offers a blueprint for success built on authentic connection rather than aggressive self-promotion. Subscribe to the podcast for more conversations with innovative real estate professionals who are redefining what it means to build community-centered businesses.

Rachel Melby is a licensed CA REALTOR® DRE#02179456

Declan Spring is a licensed CA REALTOR® DRE#01398898

Chapters

1. Introduction to Rachel Melby (00:00:00)

2. The Little Hill Instagram Community (00:08:39)

3. Managing Two Instagram Accounts (00:13:35)

4. Finding Your Voice on Social Media (00:22:25)

5. Social Media Strategy and Growth (00:33:04)

6. El Cerrito Real Estate Market Update (00:40:27)

7. Career Advice and Community Events (00:47:24)