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W W W. M A I N E B I Z . B I Z 19 A P R I L 1 5 , 2 0 2 4 F O C U S R E A L E S TAT E / C O N S T R U C T I O N / E N G I N E E R I N G to build trust with our audience, and we do that by showing our lives and doing that authentically." at often brings in new clients, like a family from Vermont he helped close on a house in Kennebunkport six months ago. "e husband said, 'I found you on Instagram. It looks like you eat and sleep real estate, and that's what we want.'" Working in real estate since 2019, Davis is a trained actor who puts his thespian skills to use for the videos he posts on social media; like Portside's Toussaint, he also hosts episodes from Maine for the "American Dream TV" lifestyle and real estate show aired on cable networks. For his own social media, Davis has created a comedy series featuring himself and a fictional client he portrays named Billy. In one episode, Billy — a cheeky, over-confident, self-described graduate of Instagram University living in an RV — asks his real estate agent about get- ting free land on which to start a cult. Davis, who plays both characters, says Billy is meant to portray "the most ludi- crous buyer in the world," and says his followers are mostly other brokers. Each of the six videos recorded so far has gotten between 1,500 and 3,000 views, according to Davis. "Our job is to sell the house fast and at a great price," he says. "Comedy is one way to do that." Davis does 90% of his social media with his phone and CapCut free editing software, but works with Structure Media for help with Billy videos and marketing materials. And on YouTube, he offers a 60-min- ute free course on CapCut for Real Estate Agents. Pressure to post While not everyone in real estate aspires to be a social media influencer, some get extra help from marketing teams at commercial and residential agencies posting a mix of personal and professional content. Commercial real estate firm Boulos, for example, posts photos of its brokers to a host of hashtags like #brokersin- thewild and #BoulosShenanigans, while the Portside Real Estate market- ing team offers social media manage- ment to its brokers for a fee. At the other end of the spectrum, even those who are less active on social media still feel under pressure to do more. at includes mort- gage broker Mark Violette, owner of Maine Mortgage Solutions LLC in Scarborough, who has a monthly con- tract with a company that publishes his blog and social media posts branded with his logo and helps him boost his online visibility. Keen to become more active on Instagram, perhaps with short videos on reverse mortgages and other topics, Violette realizes he needs to set aside more time to do that. "It's one more thing on my plate," he says. Renee Cordes, Mainebiz senior writer, can be reached at rcordes @ mainebiz.biz 2021 2022 2023 22 LOCATIONS ACROSS MAINE & NEW HAMPSHIRE 1 - 8 0 0 - H A M M O N D W W W . H A M M O N D L U M B E R . C O M R E A D Y T O P I V O T W H E N E V E R Y O U R J O B D O E S . AUBURN • BANGOR • BAR HARBOR • BELFAST • BELGRADE • BLUE HILL • BOOTHBAY HARBOR • BRUNSWICK • BUCKSPORT • CALAIS • CAMDEN • CHERRYFIELD DAMARISCOTTA • ELLSWORTH • FAIRFIELD • FARMINGTON • GREENVILLE • MACHIAS • PORTLAND • ROCHESTER (NH) • ROCKLAND • SKOWHEGAN ROCHESTER ROCHESTER Every time I post a video I set personal goals. I am data obsessed. — Cady Toussaint Portside Real Estate S C R E E N S H O T Cady Toussaint of Portside Real Estate Group says Instagram is a key way to reach potential clients.

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