Learn how realtors increase Facebook visibility (on Instagram too), to get more exposure & engagement by making these simple changes to posts, reels & other content they create to keep up with Meta's ever changing algorithms.
In today’s fast-paced digital world, one of the most overlooked metrics that drastically impacts your social media visibility is dwell time—and if you’re a real estate agent, team leader, or broker owner, ignoring it can hurt your business. At Icenhower Coaching & Training, we constantly study the shifts in social media platforms like Facebook and Instagram to ensure our clients stay ahead of the curve.
So let’s dig into what dwell time is, why it matters, and most importantly—how realtors increase Facebook visibility (and Instagram too!) by mastering this concept.
Listen to this episode of The Brian Icenhower Podcast.
VIDEO: Dwell Time – How Realtors Increase Facebook Visibility (Instagram too!)
What Is Dwell Time?
Dwell time refers to how long someone stops and pauses on your content. They may not like, comment, or share. In fact, they may never interact publicly at all—but if they linger for just a few seconds, the platform takes note. Facebook and Instagram track that pause as engagement, and their algorithms use it to determine what content should be shown to more people.
So while likes, comments, and shares still matter, the silent scroller who lingers is now just as important. And that’s a game-changer for real estate professionals looking to grow their presence online.
Why Dwell Time Matters for Realtors
As a real estate professional, your visibility on social platforms is critical. Whether you’re showcasing listings, building your personal brand, or educating your audience, Meta’s algorithm updates now prioritize content based on dwell time. That means the longer people stay on your post—even without clicking anything—the more people Facebook or Instagram will show it to.
So if you’re still posting like it’s 2015 with plain listing photos and one-liners, it’s time to adapt. You don’t just want views—you want attention.
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Social Media & Digital Marketing: Online Masterclass for Agents
ICT Online CourseSocial Media & Digital Marketing
Learn how to build your brand, grow your audience, and generate leads through powerful social media and digital marketing strategies designed specifically for real estate agents.
Step-by-step training to master content creation for Facebook, Instagram, LinkedIn, YouTube, and more
Discover how to create posts, videos, and ads that attract engagement and generate leads
Learn branding and messaging strategies to stand out in a crowded online space
Gain insight into paid advertising, retargeting, and analytics to measure success
Develop a digital marketing plan that supports your long-term business goals
Includes downloadable content calendars, ad templates, and campaign checklists
Grow Your Online Brand
Build a recognizable presence that keeps you top of mind with buyers, sellers, and your sphere.
Create Content That Converts
Use proven posting strategies to turn engagement into real business opportunities.
Master Digital Marketing
Learn how to run ads, track results, and expand your reach with confidence.
Designed for all learning types
Video Training
In-depth video training walking you through each module of the course, explaining the strategies, tips, and best practices for using Canva for real estate agents.
Written Workbook
Detailed and downloadable written workbook that provides you with a bullet point outline, summarized text, action steps, key takeaways, as well as space for taking notes.
Instructor Materials
Teach this course at your organization with the help of our downloadable presentation notes, presentation files, and Instructor's Manual.
Course curriculum
Enrollment includes access to the following course materials for 6 months
Module 1: Facebook Personal Page - Generating Organic Business- Video: Facebook Personal Page – Generating Organic Business
- Workbook: Facebook Personal Page – Generating Organic Business
- How to Create a Friends List on Facebook
- Video: Facebook Business Page
- Workbook: Facebook Business Page
- BONUS HELP: Creating a Facebook Page for Your Business
- BONUS HELP: Adding Essential Information to Your Facebook Page
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 1
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 2
- BONUS HELP: Stock Photo Download
- BONUS HELP: How to Use Canva Tutorial
- BONUS HELP: How to Find Royalty Free Images
- Facebook Description Examples
- Facebook Cover Templates
- Keyword Research Toolkit
- Keyword Examples
- Successful Facebook Ad Examples
- Video: Instagram: Your Homepage & Content
- Workbook: Instagram: Your Homepage & Content
- STAY Social Media Strategy Calendar – Social Media Images
- STAY Social Media Strategy Calendar
- Video: Websites, Landing Pages & CRMs
- Workbook: Websites, Landing Pages, & CRMs
- Keyword Research Toolkit
- Keyword Examples
- Video: Real Estate Blogs
- Workbook: Real Estate Blogs
- Video: Video Marketing
- Workbook: Video Marketing
- Pre-Listing Video Examples
- Pre-Listing Video Scripts
- 12-Month SOI Video Touch System
- Video: YouTube for Real Estate Agents: Creating Your Channel & Videos
- Workbook: YouTube – Creating a Channel & Video
- Video: Pinterest, LinkedIn, & Twitter
- Workbook: Pinterest, LinkedIn, & Twitter
- Video: Your Google Presence & Advertising
- Workbook: Your Google Presence & Advertising
- Video: Online Reviews
- Workbook: Online Reviews
- Best Practices for Generating Google Reviews
- Asking for a Review
- Asking for a Google Review Template
- Leave Us a Review Social Media Template
- Google Review Request Email Template
- Example Video: Reviews Request
- Google Review Script & Instructions for Staff
- Quick Tip: Reviews for each location
- Online Review Job Post (Word doc with social post text)
- Online Review Job Post (PowerPoint design file template)
- Advanced Techniques for Getting Google Reviews
About this course
- $249.00
- 53 lessons
- 8 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- SCRIPTS to help you ask for Online Reviews, the new online currency for real estate agents.
- SOCIAL MEDIA TEMPLATES that provide you with a great jumping-off point to get your social media channels rolling with clean, professional content.
- VIDEO MARKETING EXAMPLES from top-producing agents that will provide you with inspiration and help you get started with video marketing.
- SOCIAL MEDIA CALENDAR to help you build your own daily prompts and inspire creative and effective posting across all social media channels.
- VIDEO TUTORIALS that walk you through step-by-step and teach you how to set up your social media home pages for maximum impact.
- OPTIONS for how you learn best. Each module provides a downloadable PDF workbook as well as a featured video of Brian Icenhower, teaching the topic at hand. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICT online course, you will receive an official designation of "Certified Social & Digital Marketing Expert" or CSDME upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.
Reviews
"I use ICT systems, the Icenhower Institute, and the coaching program to coach and train my team of over 30 agents. I use the ICT dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
InstructorBrian Icenhower.
Brian Icenhower is the CEO and Founder of Icenhower Coaching & Consulting (ICC), which provides customized coaching and training programs to many of the highest producing real estate agents, teams, and brokerage owners in North America. This progressive company also produces online courses, podcasts, training materials, speaking events, video modules, and real estate training books.
Brian has been in the real estate industry for decades, and he has witnessed and studied the advent of social media and what it means for Realtors. Part of a Realtor's job is to adapt and change as new technology presents itself, and with social media and digital marketing, it is no different.
Brian has distilled the information you need as a Realtor to not only survive but thrive in this age of social media and digital marketing, and it's all inside this online course. Brian leads this course where you will learn the cutting edge strategies and systems that provide positive results, engage your audience, increase your sales, and grow your business.
Transform your social media into a lead-generation machine.
Enroll in Social Media & Digital Marketing: Online Masterclass for Agents (ICT) to master the content, strategies, and systems that help real estate agents attract clients online. Build your personal brand, boost engagement, and turn followers into closings.
Start elevating your online presence today. Add to CartTalk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
See all courses
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
Instructor
How Realtors Increase Facebook Visibility Using Dwell Time
Let’s break it down into actionable strategies.
1. Start Strong with a Hook
The average video view is considered to be three seconds—yes, three! That means your first few words (or visuals) are everything. Use hooks that grab attention right away, such as:
“You won’t believe what happened at this showing…”
“The #1 mistake buyers make—don’t do this!”
“Here are five things I wish every first-time homebuyer knew.”
Whether it’s written or spoken, that hook must be immediate. Facebook ADHD is real—we scroll fast. Make people stop.
2. Use Short Videos with Captions and Overlays
Most people watch social media videos with the sound off—up to 95%! That’s why using text overlays and captions is essential.
Tools like Captions.ai, CapCut, and Instagram’s new Edits app make this easy and professional-looking. Add your message as a text overlay, even if it’s just a quote over B-roll footage like opening a door or walking through a kitchen.
These videos don’t have to be long—5 to 8 seconds is often enough to grab attention and increase dwell time.
3. Create Scroll-Stopping Still Content
If you’re not ready to go all in on video, you can still boost dwell time with still images:
Use carousels. Posting multiple photos in one post encourages people to swipe through each one, increasing time spent.
Post as reels. Even still images can be posted as reels with background music and text overlays, which perform far better than regular posts.
Write more. On Facebook especially, long captions matter. Start with a teaser line like:
“This is personal…”
“Not a political post, but…”
These lines trigger curiosity and get users to click “See More,” which adds to dwell time.
Pro tip: Use short paragraphs with space between each. It makes your text easier to read and more likely to be consumed.
4. Include Calls to Action That Encourage Stickiness
Encourage viewers to stay longer and interact:
“Wait for it…”
“Don’t miss tip #5—it’s a game changer.”
“Save this video for later.”
“Share with a friend who needs this!”
These simple phrases make users pause or revisit your post—exactly what the algorithm wants.
While likes, comments, and shares still matter, the silent scroller who lingers is now just as important. And that’s a game-changer for real estate professionals looking to grow their presence online.
Brian Icenhower
5. Respond to and Spark Comment Threads
Don’t just post and ghost.
When you write a post with a strong point of view—or a little controversy—it encourages people to comment. That’s where things get sticky (in a good way). People read the comments. They click. They engage. They dwell.
Plus, when you reply to comments, it brings the post back to life in the feed.
6. Reset Attention with Quick Cuts
If you’re doing longer videos, be sure to switch scenes every few seconds. This technique resets the viewer’s attention span and keeps them engaged longer. Whether it’s changing angles, visuals, or topics, movement matters.
7. Edit Within the App When You Can
Instagram, Facebook, and TikTok all reward content that is edited within their platforms. Use in-app tools for trimming, captioning, or adding effects when possible.
That said, professional tools like Captions.ai and Descript can elevate your content quality. Use them especially for longer or evergreen videos that live on your page.
-
Quick View
Social Media & Digital Marketing: Online Masterclass for Agents
ICT Online CourseSocial Media & Digital Marketing
Learn how to build your brand, grow your audience, and generate leads through powerful social media and digital marketing strategies designed specifically for real estate agents.
Step-by-step training to master content creation for Facebook, Instagram, LinkedIn, YouTube, and more
Discover how to create posts, videos, and ads that attract engagement and generate leads
Learn branding and messaging strategies to stand out in a crowded online space
Gain insight into paid advertising, retargeting, and analytics to measure success
Develop a digital marketing plan that supports your long-term business goals
Includes downloadable content calendars, ad templates, and campaign checklists
Grow Your Online Brand
Build a recognizable presence that keeps you top of mind with buyers, sellers, and your sphere.
Create Content That Converts
Use proven posting strategies to turn engagement into real business opportunities.
Master Digital Marketing
Learn how to run ads, track results, and expand your reach with confidence.
Designed for all learning types
Video Training
In-depth video training walking you through each module of the course, explaining the strategies, tips, and best practices for using Canva for real estate agents.
Written Workbook
Detailed and downloadable written workbook that provides you with a bullet point outline, summarized text, action steps, key takeaways, as well as space for taking notes.
Instructor Materials
Teach this course at your organization with the help of our downloadable presentation notes, presentation files, and Instructor's Manual.
Course curriculum
Enrollment includes access to the following course materials for 6 months
Module 1: Facebook Personal Page - Generating Organic Business- Video: Facebook Personal Page – Generating Organic Business
- Workbook: Facebook Personal Page – Generating Organic Business
- How to Create a Friends List on Facebook
- Video: Facebook Business Page
- Workbook: Facebook Business Page
- BONUS HELP: Creating a Facebook Page for Your Business
- BONUS HELP: Adding Essential Information to Your Facebook Page
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 1
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 2
- BONUS HELP: Stock Photo Download
- BONUS HELP: How to Use Canva Tutorial
- BONUS HELP: How to Find Royalty Free Images
- Facebook Description Examples
- Facebook Cover Templates
- Keyword Research Toolkit
- Keyword Examples
- Successful Facebook Ad Examples
- Video: Instagram: Your Homepage & Content
- Workbook: Instagram: Your Homepage & Content
- STAY Social Media Strategy Calendar – Social Media Images
- STAY Social Media Strategy Calendar
- Video: Websites, Landing Pages & CRMs
- Workbook: Websites, Landing Pages, & CRMs
- Keyword Research Toolkit
- Keyword Examples
- Video: Real Estate Blogs
- Workbook: Real Estate Blogs
- Video: Video Marketing
- Workbook: Video Marketing
- Pre-Listing Video Examples
- Pre-Listing Video Scripts
- 12-Month SOI Video Touch System
- Video: YouTube for Real Estate Agents: Creating Your Channel & Videos
- Workbook: YouTube – Creating a Channel & Video
- Video: Pinterest, LinkedIn, & Twitter
- Workbook: Pinterest, LinkedIn, & Twitter
- Video: Your Google Presence & Advertising
- Workbook: Your Google Presence & Advertising
- Video: Online Reviews
- Workbook: Online Reviews
- Best Practices for Generating Google Reviews
- Asking for a Review
- Asking for a Google Review Template
- Leave Us a Review Social Media Template
- Google Review Request Email Template
- Example Video: Reviews Request
- Google Review Script & Instructions for Staff
- Quick Tip: Reviews for each location
- Online Review Job Post (Word doc with social post text)
- Online Review Job Post (PowerPoint design file template)
- Advanced Techniques for Getting Google Reviews
About this course
- $249.00
- 53 lessons
- 8 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- SCRIPTS to help you ask for Online Reviews, the new online currency for real estate agents.
- SOCIAL MEDIA TEMPLATES that provide you with a great jumping-off point to get your social media channels rolling with clean, professional content.
- VIDEO MARKETING EXAMPLES from top-producing agents that will provide you with inspiration and help you get started with video marketing.
- SOCIAL MEDIA CALENDAR to help you build your own daily prompts and inspire creative and effective posting across all social media channels.
- VIDEO TUTORIALS that walk you through step-by-step and teach you how to set up your social media home pages for maximum impact.
- OPTIONS for how you learn best. Each module provides a downloadable PDF workbook as well as a featured video of Brian Icenhower, teaching the topic at hand. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICT online course, you will receive an official designation of "Certified Social & Digital Marketing Expert" or CSDME upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.
Reviews
"I use ICT systems, the Icenhower Institute, and the coaching program to coach and train my team of over 30 agents. I use the ICT dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
InstructorBrian Icenhower.
Brian Icenhower is the CEO and Founder of Icenhower Coaching & Consulting (ICC), which provides customized coaching and training programs to many of the highest producing real estate agents, teams, and brokerage owners in North America. This progressive company also produces online courses, podcasts, training materials, speaking events, video modules, and real estate training books.
Brian has been in the real estate industry for decades, and he has witnessed and studied the advent of social media and what it means for Realtors. Part of a Realtor's job is to adapt and change as new technology presents itself, and with social media and digital marketing, it is no different.
Brian has distilled the information you need as a Realtor to not only survive but thrive in this age of social media and digital marketing, and it's all inside this online course. Brian leads this course where you will learn the cutting edge strategies and systems that provide positive results, engage your audience, increase your sales, and grow your business.
Transform your social media into a lead-generation machine.
Enroll in Social Media & Digital Marketing: Online Masterclass for Agents (ICT) to master the content, strategies, and systems that help real estate agents attract clients online. Build your personal brand, boost engagement, and turn followers into closings.
Start elevating your online presence today. Add to CartTalk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
See all courses
-
Quick View
1×1 Solo Agent Weekly Coaching Program
This 1×1 Solo Agent Weekly Real Estate Coaching Program designed to help you increase your production and your commission income with strategies and systems for sustainable business growth.
Bonus: Recommended Tools to Boost Dwell Time
Here are a few of our favorites for editing content that holds attention:
Captions.ai – User-friendly captions with style and teleprompter features.
CapCut – Great for fast editing and creative effects.
Instagram Edits – Instagram’s newest native video editing tool.
Descript – Ideal for desktop editing, though it has a learning curve.
Bringing It All Together
If you take anything away from this, let it be this: your followers may not click, comment, or share—but if they pause, that’s power. Dwell time is one of the most important drivers of your Facebook and Instagram visibility today.
As a real estate agent, you’re not just in sales—you’re in storytelling. Make your content sticky. Make people stop. Make them dwell.
Here’s a quick checklist to increase dwell time on your content:
✅ Hook them in the first three seconds
✅ Add captions and text overlays
✅ Use short, engaging videos or carousels
✅ Post stills as reels with trending audio
✅ Write longer captions with curiosity hooks
✅ Engage in comments to spark conversation
✅ Use apps like Captions.ai for pro-level polish
✅ Edit within the app when possible
By following these strategies, you’ll see a boost in engagement, visibility, and reach—without spending a dime on ads. That’s how realtors increase Facebook visibility in 2025.
Let’s stay ahead of the game. Let’s get people to dwell.
