Social media for Canadian brokers
Four posts a month, which is a cadence a working brokerage can actually sustain. With examples, what to measure, and the part everybody gets wrong, which is what happens after somebody replies.
CovioIQ has no social media features and this page is not selling any. It is here because the enquiry that arrives in a DM and dies there is a CRM problem, and that part we do know about.
A month that is possible
Four posts, one a week, three of which write themselves from work you already did. A plan that needs daily content is a plan that stops in March.
Week 1 — answer a question you actually get asked
“"Does my home policy cover the shed?" It depends on the wording, and that is not a cop-out. Detached structures are usually covered as a percentage of the dwelling amount. Worth checking yours before you store anything expensive in there.”
Why it works: Real questions rank, get saved and get shared. Also the easiest post to write, because you answered it three times this month.
Week 2 — something local and timely
“Freeze warnings this week. If you are leaving the house for more than a few days, most policies expect the water shut off or the heat maintained. Worth two minutes to check what yours says.”
Why it works: Local and seasonal is where a broker beats a national brand. A direct writer cannot post about your weather.
Week 3 — show the work
“Spent this morning on a commercial renewal where the premium jumped 18%. Turned out the building valuation had been auto-updated twice. Worth asking why, not just accepting the number.”
Why it works: No names, no numbers that identify anybody. Demonstrates expertise without a testimonial you would have to fabricate.
Week 4 — something human
“A photo of the team, a community thing you sponsored, a new hire. One sentence, no pitch.”
Why it works: People buy insurance from people. This is also the post that gets engagement, which makes the other three visible.
The compliance line
A post that explains how something generally works is education. A post that tells somebody what cover to buy is advice, and being on Instagram does not change that. Keep to the general, and say "check your own wording" when it matters, because it usually does.
Never post anything identifying a client, including a story specific enough that their neighbour would recognise it. And if you are reposting a client compliment, get their agreement in writing first. Your provincial regulator and your errors-and-omissions carrier both have views on advertising; this page is not a substitute for either.
What to measure, and what to ignore
Ignore follower count. It is the metric platforms show most prominently and the one least connected to writing business.
Measure two things: enquiries that started here, and how many became clients. Both require the lead source to be recorded at intake, which is a process problem rather than a social one.
Four posts a month producing two enquiries a quarter is a reasonable outcome for a local brokerage. We are not going to publish a benchmark, because we have not measured one and neither has anyone quoting you a number.
The handoff, which is where most of this leaks
Somebody replies to a post asking about coverage for a rental property. Right now that conversation lives in an app on one person's phone. It is not in your pipeline, it has no owner, nobody else can see it, and if that person is off on Friday it does not exist.
The fix is mechanical, not clever: the moment a social conversation becomes an enquiry, create the lead, set the source to the platform it came from, assign an owner, and set a dated next action. Then continue the conversation wherever it started.
That is step one of the lead management procedure, and recording the source is what eventually tells you whether any of this posting is worth the hour a week.
Somewhere for the enquiry to land
CovioIQ records a lead source on every contact and scores leads partly on it, so a referral and a cold enquiry are not treated the same. No scheduling, no posting, no social integration — that is not what it does.