In a crowded housing market, one Montco real estate agent is taking a different approach, writes Abigail Covington for The Philadelphia Inquirer.
Ross Abel, a newer agent with eXp Realty, is part of a growing wave of “realty-influencers” using social media to connect with buyers. But instead of flashy home tours, Abel’s Instagram account focuses on something less obvious: local housing policy.
Through his page, Abel breaks down zoning decisions, development trends, and community debates across Montgomery County. Many buyers don’t typically hear about it during a home search. The goal isn’t immediate sales, but long-term trust.
“It’s a long-term approach,” Abel said, noting that his content is designed to make him a reliable local voice before clients ever need an agent.
That strategy reflects a broader shift in real estate. According to the National Association of Realtors, social media has overtaken traditional tactics like cold-calling as the industry’s top lead generator.
Agents are increasingly building personal brands online, giving potential clients a sense of personality and perspective before ever meeting.
For Abel, the payoff so far has been engagement, not transactions. His posts have sparked conversations around local issues and drawn in residents eager to better understand how decisions impact their neighborhoods.
To learn more about Jenkintown’s Abel and the broader trend in the real estate community, visit The Philadelphia Inquirer.
