TL;DR

• Reddit is a live focus group. Listen for unfiltered questions, test topics fast, and earn trust by giving balanced, useful answers.
• Substack is your owned hub. Turn common questions into search-friendly posts, send them by email, and build a list you control.
• Keep it compliant. Show your DRE license number and responsible broker name anywhere you control the page. Keep language clear and inclusive.

Reddit: a live focus group for real buyers and sellers

Used well, Reddit is the best market-listening tool you will touch.

Little-known benefits

• Unfiltered consumer questions. Threads reveal the exact language buyers and sellers use. Save questions, answer thoughtfully, then expand your best answers into Substack posts.
• Hyperlocal sentiment. City subs surface school talk, ADU chatter, insurance issues, and neighborhood changes you can address in listing prep and pricing conversations.
• Rapid content testing. Share neutral explainers and notice what sparks follow-up questions. High-interest topics become your next newsletter or short video.
• Reputation through helpfulness. Consistent, cited replies position you as a steady voice. Keep it educational and avoid solicitation.

Where to spend time (examples)

• r/RealEstate, r/FirstTimeHomeBuyer, r/Mortgages, r/RealEstateInvesting
• City subs like r/LosAngeles, r/SanDiego, r/Sacramento, r/BayArea, r/orangecounty
• Interest subs like r/ADU, r/PersonalFinance, r/landlord, r/Insurance

Tip: Read each sub's rules. Many ban self-promotion. Answer in-thread and let your profile carry compliant contact info.

Plug-and-play Reddit post formats

1. Explain it like I am moving: "5 things to check before you buy a condo in {{YourCity}} (HOA edition)."
2. Decision trade off: "Buy now vs. wait a year in {{YourCity}}? Here is a simple way to model the payment risk."
3. Process map: "Offer timelines in 2025: where buyers freeze and how to keep momentum."
4. Local decoder: "What new ADU rules changed in {{YourCounty}} - plain English."

Profile bio template

{{FirstName}} {{LastName}}, CA Real Estate Salesperson (DRE {{DRELicense}}) with {{BrokerName}} (DRE {{BrokerLicense}}). General info only. Not legal or financial advice. {{Email}} | {{Phone}}

Substack: your owned media hub

Substack is an email-first publishing platform that makes it easy to build a library of helpful posts and send them to subscribers.

Little-known benefits

• Compounding library. Every post is easy to find in search and link later when the question pops up again.
• 1 click multimedia. Host a simple podcast or short video explainers inside the same place as your newsletter.
• Cross promotion. Recommendations from adjacent newsletters help new readers discover your work.
• Soft end-of-post CTA. Invite readers to office hours or a Q&A form. Relationship first, sales second.

Newsletter positioning ideas

• Local Market Decoder - {{YourCity}}: two charts, one takeaway, and what to watch.
• Offer Anatomy: a weekly breakdown of real offers (redacted) and the lessons.
• Neighborhood Notes: three small things that moved the block - permits, schools, businesses.
• Landlord Ledger: micro how-tos for mom and pop investors.

3 email welcome sequence (copy ready)

Email 1: "Welcome - here is your home buying map"
Link your best 3 posts for beginners.
CTA: "Reply with your timeline and a neighborhood you are watching."

Email 2: "What lenders wish buyers knew before pre-approval"
Five short truths.
CTA: "Want a quick look at a quote you got? Hit reply. No obligation."

Email 3: "Office hours for {{YourCity}} readers"
Offer two 20-minute slots per week for Q&A on Zoom.
Compliant signature block below.

Quick start checklist - 7 simple steps

1. Create or clean your Reddit profile and Substack. Add the compliant bio and footer.
2. Lurk in 5 to 7 target subreddits. Collect 25 recurring questions.
3. Publish Substack Post #1 that answers the most common question.
4. Give thoughtful Reddit answers on three threads - no links unless asked.
5. Publish Substack Post #2 - a local decoder about permits, ADUs, or insurance.
6. Record a 4 to 6-minute audio summary as a Substack podcast.
7. Offer two "office hours" slots next week. If someone asks for next steps, point them to your profile.

Compliance guardrails for California DRE

• First point of contact materials like bios, websites, profile pages, and many electronic ads should display your DRE license number and your responsible broker's name in a font size no smaller than the smallest text used.
• Social media and online ads follow the same rules as print. Be clear, truthful, and include required identifiers where you control the page.
• Keep it current. If terms, names, or status change, update or take down the content.
• Fair housing. Avoid preference or limitation language. Use inclusive phrasing.
• No bait and switch or undisclosed inducements. If you mention rebates or credits, describe them accurately and involve lenders when needed.

Related reads

• Micro-Market Mastery: MOI, DOM & $/SqFt (LA 90026)
• Turn Open Houses into Referral Machines

Need help setting up your Reddit or Substack account, or want the done-for-you Content Flywheel Kit?
Let’s talk.

Editor’s note: For marketing education only—not legal advice. We align with C.A.R. forms and California DRE rules. We are not a law firm and do not provide legal advice. Always follow your Broker of Record’s policies.