I posted every day for 680+ days. Here's what it taught me about real estate.
On December 1, 2024, I committed to posting on LinkedIn every single day. 680+ days and 30,000+ followers later, here is what it taught me about buildings, brands and renters.
Posting every day taught me that trust compounds. Real estate is a trust business, so brands that show up on social every day earn it before the first tour.
- →I started on December 1, 2024. 680+ days later I passed 30,000 followers.
- →The first 5+ months got about 10 likes a post.
- →I've met 1,000+ people in real life through it.
On December 1, 2024, I made a decision.
I would post on LinkedIn every single day.
No skipped days.
No excuses.
680+ days later, I passed 30,000 followers.
But that is not the part I want to talk about. I want to talk about what it taught me about real estate.
The first 5 months were brutal
Nobody tells you this part.
For more than 5 months, my posts got about 10 likes.
Every day I wrote something.
Every day almost nobody saw it.
And every day I posted again anyway.
Here is what I learned from that stretch. Consistency is not exciting. It is just the price of being trusted later.
Trust is the whole business
Real estate is a trust business.
A renter is about to hand over a deposit, sign a year of their life away and move their whole world into a space. An owner is about to hand the keys to a stranger.
Both sides are asking the same question. Can I trust this?
Posting every day taught me that trust compounds. People do not trust you after one post. They trust you after the 50th time you showed up and said something real.
Buildings are the same. A renter who has watched your building on their feed for weeks walks into the tour already halfway sold.
DMs turn into real life
The thing I did not expect was how many of those posts would turn into real people.
I’ve met 1,000+ people in real life through LinkedIn. I write about it every week in a series called “From DMs to Real Life.”
A comment turns into a DM.
A DM turns into a coffee.
A coffee turns into a friend, a partner or a deal.
And it is not just me. At Nessoo, hundreds of our leases have come directly from our videos.
That is not a social media story. That is a real estate story. The whole industry runs on relationships. Social just lets you start a lot more of them.
Why real estate brands need to be on social
Here is how I see it.
Most real estate brands treat social like a billboard. Post the listing. Post the “just leased.” Disappear.
That is not how trust gets built.
The renters we serve live on their phones. At Nessoo, that is why we built a media engine that makes organic short-form videos to showcase buildings and lease them up. Across Nessoo’s social media, we now reach 40M+ people a month.
None of that happens if you post once a month and hope.
What I’d tell any real estate brand starting today
These are the same rules I follow every week.
- Document your journey. Do not invent content. Show what you are already doing: the building, the renovation, the lease-up, the team.
- Plan the week every Sunday morning. I sit down every Sunday and map out the week. If you wait for inspiration on a Tuesday, you will not post on Tuesday.
- Turn DMs into real-life meetings. The post is not the goal. The relationship is. When someone reaches out, meet them.
- Survive the quiet months. If your first posts get 10 likes, that is normal. Keep going.
Here is how I see it
680+ days ago, nobody was reading.
Today, posting every day is how I meet people, and how we tell the world what we are building at Nessoo.
Nobody trusts a building they’ve never seen.
So show it to them. Every day.
“Nobody trusts a building they've never seen. Show up every day.”
Frequently asked questions
How long did it take Gabe Einhorn to grow on LinkedIn?
He started posting every day on December 1, 2024. The first 5+ months were slow, with about 10 likes a post. 680+ days later, he passed 30,000 followers.
Should real estate companies post on social media?
Yes. Renting is a trust decision, and renters, especially young ones, spend their time on social apps. Showing up there consistently builds trust before the first showing.
How do you stay consistent posting every day?
Plan the week every Sunday morning, document what you are already doing instead of inventing content, and turn conversations in your DMs into real meetings.
Einhorn, Gabe. “I posted every day for 680+ days. Here's what it taught me about real estate.” Nessoo Report, Nessoo (nessoo.com), Oct 16, 2026.
Co-founder of Nessoo, the verify-first rental marketplace in New York. He writes every Nessoo Report. nessoo.com
Sources
- Gabe Einhorn, LinkedIn, posting daily since December 1, 2024
- Nessoo platform data, October 2026 (40M+ monthly social reach)