Most realtors play the wrong game on social.
They chase followers, try to go viral, post trends, and after months of work they have nothing closed to show for it.
Kina De Santis plays a different game.
In 6 years she built her Orange County team from zero to $102 million in volume.
This year she's on track for 25-30% growth.
Her Instagram has fewer than 9,000 followers. She doesn't care.
Those 9,000 people are buying or selling around 30 homes with her this year, from Instagram alone.
What she built is a system. Content, conversion, and team. Here's the playbook.
— Andrew
Part 1: Content Strategy
She posts content only people in her market care about. That's the point.
The funnel, top to bottom:
Top: House tours: Wide reach, easy to consume. Kina still posts them. It's not where she differentiates.
Middle: Expert conversations: Unscripted discussions about what's actually happening in the OC market.
The 50- and 60-year-old agents who have that knowledge aren't posting it, that's Kina's gap.
Bottom: Culture content: Team videos.
The Lunar New Year party Reframe hosts every year, a look at who Reframe really is.
This is where trust becomes a decision
TikTok vs. Instagram:
Instagram drives more leads by volume: Most of Reframe's inbound comes from here.
TikTok drives higher-quality leads: Followers show up knowing about Kina's wedding, her dogs, her whole life. They arrive pre-sold.
Cadence: 6 original pieces a week, posted to both platforms in different orders so nobody sees the same video twice in one day.
Roughly 25-30 posts a month.
The math: Kina generated about $50M in social-driven volume last year. At 25 posts a month, every post is worth roughly $4,000 in revenue. Once you know that number, investing in content gets a lot easier.
Part 2: The Conversion System
Kina doesn't post and wait,she has a system that converts at a rate most agents won't believe.
200+ leads per quarter in 2025
40% sign a buyer broker agreement
30 deals closed per quarter
Industry average for internet leads is 1-3%. Reframe converts at 10-15%.
3 to 10 times higher.
What makes Reframe's conversion different:
A real person responds to DMs around the clock, not an auto-reply.
Every active client is on Real Scout,the VA pulls every property a client favorites, extracts MLS info buyers can't see, and sends it over before the tour. Including details that change the buying decision.
When a buyer opens escrow, they get a full email walking them through everything plus Google Calendar invites. The VA builds it. The agent gets CC'd. That's 2 hours saved per transaction. For an agent doing 10-15 deals a year, around 20 hours back.
Part 3: The Team
Kina didn't build a team because she wanted to, she built one because she had to.
Three times in six years, an autoimmune disease took her out for 6 to 8 months.
If her business depended on her showing up every day, it would have collapsed, so she built systems and people that kept everything running with or without her.
That's the lesson. The team isn't a luxury. It's what keeps the business alive.
Steps to start
Define your market: Not "the metro area." The neighborhood, the city, the specific zone where you want to be the go-to. The more specific, the more powerful the content.
Build the funnel in three layers: House tours to attract. Expert conversations to qualify. Culture to close the trust. All three need to live in your feed.
Post to TikTok and Instagram: Same content, different order. Not double the work, double the distribution.
Track every lead from first contact: What platform, whether they signed, whether they closed. Kina has a spreadsheet on every single one.
Delegate what doesn't need you: DM responses, listing info, post-close follow-up. Start with a part-time VA.
Think in clients, not transactions: Kina spoke with a buyer in 2020. They closed in 2025. Now she's helping the whole family.
Kina took 6 years to build this. You don't have to start from scratch.
WANT THE FULL STRATEGY?
Search on How She Sells $102M/Yr With Real Estate Content Without Going Viral YouTube or your favorite podcast app to watch the complete episode now!
We manage 50+ YouTube channels that generated over $11 million in GCI last year.
I'm breaking down the exact system behind why 99% of agents fail to generate leads on YouTube, and what the 1% who scale from $100K to $1M+ actually do differently.
In this episode:
Why YouTube is a trust-building asset, not a vending machine
The Google 7-4-11 rule and how it explains why leads take time
The 3-layer local brand strategy (magnet market, umbrella market, micro niche)
How to architect your channel like a lead funnel, not a content feed
Here are 12 new ideas to inspire your next video:
2.3x - This New Development Will Reshape {CITY/AREA}
2.1x - {CITY/AREA}’s Mega Projects That Will Change Everything
10.16x - The Difference Between {AREA A} vs {AREA B} vs {AREA C} ({CITY/STATE})
12.13x - Small Towns Near {CITY/AREA} Everyone’s Moving To in {YEAR}! (Before Prices Jump Again)
6.5x - {CITY/AREA}’s Insane Megaprojects That Will Transform the {REGION}
2.7x - {CITY/AREA} Is About to Change Forever…
2.5x - {X} Reasons Why {CITY/AREA} Will Thrive Over The Next {X} Years
61.5x - If I Were Retiring in {CITY/AREA}… I’d Retire Here
3.8x - Where the Old Money ACTUALLY Lives in {CITY/AREA}
11x - {PROJECT NAME} Just Went Vertical (Here’s What That Means)
21.1x - The Way People Are Living in {CITY/AREA} Is Changing Fast
1.9x - Why Some Neighborhoods in {CITY/AREA} Become So Popular So Fast
I hope this helps inspire your next video!
Rapid Fire For Your Consumption:
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I appreciate you reading,
Andrew Bayon
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