Social media isn’t about creating something new, luxury agent Latham Jenkins writes. It’s about documenting your market, your land and your lifestyle.
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I spend most of my days walking land, studying light, checking water, watching weather move through a valley or standing still long enough to understand how a place actually works. That’s the job. What I didn’t realize early on was that these everyday moments would become the foundation of the content people connect with most.
Most agents already carry deep market knowledge. We understand pricing, zoning, inventory constraints and buyer behavior. The challenge isn’t expertise. It’s learning how to translate that knowledge into something visual, human and worth pausing for in an endless scroll.
That shift happened for me when I stopped thinking like a marketer and started thinking more like a real human who works but also lives in one of the most beautiful mountain towns in America. Instead of asking what would perform well, I began paying closer attention to what felt true.
The result was content that reflected the way I actually experience properties and the land, not the way listings are typically presented. When something feels grounded and honest, people tend to respond.
Combining personal and professional content
Not only do I use my professional social channels to gain exposure for my listings, but I also use them just as much for my personal brand and lifestyle. I’m actively showing my audience what life is like in Jackson Hole, Wyoming, while showcasing the properties I’m listing.
I shoot all of the photography and video for every listing I bring to the market, not because I want to replace professional crews, but because being behind the camera changes how you see a place. When you’re holding the lens, you notice things you might otherwise miss: The way frost lifts off a river at sunrise or how long elk or bison pause before crossing a pasture.
Those details rarely make it into listing copy, but they are often what buyers see and remember most.
Credit: Latham Jenkins
Most of my content comes from things I would be doing whether a camera was there or not: Walking a boundary line, checking water flow, watching seasonal changes in a valley or driving into the Gros Ventre.
In one of my most viewed videos (15.2 million views on Instagram), I shared one of my listings, Red Hills Ranch. It includes a reflection and brief synopsis of the property and its history, along with the incredible views and what the property offers. These moments resonated with my audience because they reflected what it actually feels like to be there, not what the property looks like through words on paper.
Lifestyle comes before logistics
I also learned early on that lifestyle has to come before logistics. When I post about a ranch, I’m more likely to show how the land is used, horses moving through pasture, trails disappearing into the national forest or snow settling into tracks that haven’t been touched since the night before. Those visuals communicate lifestyle more quickly and effectively than any list of amenities.
Shooting my own content also keeps the narrative consistent. The tone, pacing and perspective stay aligned across platforms, and nothing feels overly produced or disconnected from reality. Over time, that consistency builds trust. People begin to recognize the lens through which I see properties and land, and they understand that what I share reflects my real experience.
In terms of what actually makes someone stop scrolling, I’ve found that simplicity almost always wins. Jackson Hole is already a breathtaking place, and the privilege of living and working here gives me the opportunity to showcase the land in a way that feels respectful and true to its character.
Of course, I want my listings to reach as many people as possible, but I don’t shy away from sharing the real, behind-the-scenes moments, either. That perspective allows the audience not only to see the property, but to understand what it feels like to live there. They get the full circle experience, and that matters because viewers are smart. They want to feel something, not be sold to.
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I don’t treat social media as a lead funnel. I see it as a long-term record of how I work and what I value. Over time, that record becomes more meaningful than any single post. Red Hills Ranch has earned more than 19 million views across platforms, not because of aggressive promotion, but because the story was allowed to unfold naturally.
Social media isn’t about creating something new. It’s about documenting what’s already there. If you know your market, your land and your lifestyle deeply enough, the content will follow.
March is Marketing and Branding Month at Inman. As the spring selling season kicks in, we’ll examine the proven tactics and new innovations driving results in today’s market — and celebrate the industry’s top marketing and branding leaders with Inman’s Marketing All-Star Awards.
Latham Jenkins is a residential luxury real estate broker in Jackson Hole, Wyoming. Connect with him on Instagram or Twitter.
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