Over the past decade, social media has become a major force in real estate business development. Joseph Bograd, leader of The Bograd Team, has leveraged digital marketing to expand his real estate operations from Pennsylvania into Florida and New Jersey, amassing more than 300,000 social media followers in the process.
Building a Business Amid Crisis
Bograd entered real estate after watching his father build a successful practice serving Russian-speaking clients in Philadelphia’s suburbs. “My father got into real estate at a young age. He didn’t have the language, so he was basically basing his business off of the new wave of Russian-speaking clients coming over from the former Soviet Union,” Bograd says.
After considering careers in culinary arts and law, Bograd started in real estate at age 20 in 2001. The market was rising, but the 2008 financial crisis soon tested his resolve.
“When 2008 happened, I was really nervous. My twins were just born, and I remember looking at my wife thinking, ‘I don’t know what’s going to happen with the real estate market, the financial market, the mortgage crisis,’” Bograd recalls. Instead of cutting back, he increased his marketing spend, investing in billboards and launching a stronger social media presence.
This decision to double down while others pulled back enabled Bograd’s team to gain market share and become the top-ranked team in Pennsylvania.
Refining the Digital Marketing Approach
Bograd began using social media as a marketing tool in the late 2000s, but his current momentum comes from a focused video strategy started about three years ago.
“I started doing videos consistently with TikTok and YouTube and Facebook and Instagram maybe in the last three years. I hired a videographer that was really instrumental in my consistent posts,” he explains. The team now posts three times daily across major platforms, supplemented by regular story content.
The investment in professional video has produced clear results. “We’ve established over 300,000 subscribers amongst the few platforms that we’re on, and we definitely have gained quite a bit of exposure from that,” Bograd says. The team is nearing 100,000 followers each on YouTube and TikTok, with Instagram also contributing substantial reach.
Expanding into New Markets with Digital Tools
This digital presence has allowed The Bograd Team to grow beyond Pennsylvania. Three to four years ago, Bograd obtained real estate licenses in New Jersey and Florida, using social media to connect with clients in new markets.
The Florida venture stands out for its rapid success. Working with his Florida partner, Jess, the team closed $30 million in sales volume last year and expects to surpass that in 2025. “A lot of our clients that are contacting us are from social media because of our presence and what they’re seeing,” Bograd notes.
Recent Florida projects include an 11-home development in Dania Beach starting at $1 million, sales such as a $9 million Bentley unit, a $5 million penthouse, and a $3.4 million property in Lake Mary. The team currently holds eight active listings in the state.
Regional Market Differences
Operating in three states gives Bograd a direct view of how local market conditions vary.
“There is definitely a lot more inventory in Florida than there is where I’m at in Pennsylvania and New Jersey. Pennsylvania houses seem to move a little bit faster because there’s less inventory,” he observes.
Florida’s market, especially for condominiums, requires targeted marketing. “Florida is inundated with a lot of inventory, especially condos. They take a special person, and we kind of pinpoint the out-of-town buyer, the Snowbird, somebody looking for a vacation home, somebody looking to downsize.”
Bograd also notes that customer service expectations differ by region. His own experience as a buyer in Florida revealed slower agent response times, motivating his team to prioritize faster, more attentive service.
Luxury Market Remains Strong
The luxury segment continues to outperform the broader market across all three states. “The higher-end listings are selling, believe it or not, faster than the mid-tier listings,” Bograd reports. Recent luxury sales have been all-cash, with buyers largely unaffected by interest rates.
“These buyers are cutting checks and they’re not even thinking twice. The higher-end market is a different marketplace altogether,” he explains. This group includes individuals with inherited wealth, successful business backgrounds, or those who have benefited from favorable market cycles.
Insurance and Risk in Florida
Insurance costs have become a major factor for Florida buyers, especially for mid-tier properties. “If the homeowner’s insurance or flood insurance on a property you’re buying for $2–3 million is going to cost you $25,000–40,000 a year, that’s definitely going to be a big number for them to budget for every year,” Bograd says.
Some buyers are choosing condominiums where insurance is included in association fees, while others opt to forgo certain coverage and accept the risk. “I know some clients that don’t even have flood insurance because they’re like, ‘In the rare hurricane situation where my house gets demolished, then I’ll have to rebuild it, and I’ll take my chances.’”
Limited Impact from NAR Settlement
The recent National Association of Realtors (NAR) commission settlement has not affected Bograd’s business. “What actually happened hasn’t changed much for me. Actually hasn’t changed anything at all. I’ve only had one person actually say that I’m not going to pay a commission to the buyer broker,” he reports.
He stresses that many clients misunderstand the new guidelines. “I think a lot of buyers are misinformed. I think a lot of sellers are misinformed on the new NAR guidelines. What you need to do as an agent is do the research and then explain it to your clients on exactly what happened.”
Current Market Outlook
Bograd describes today’s market as similar to 2012-2015, which he considers balanced compared to the volatility of the COVID-era boom. “I like the fact that a lot of the agents that got into the business for the wrong reasons have all been sifted out, and the agents that know what they’re doing, they understand the NAR guidelines.”
He sees Florida as offering the best immediate opportunities for buyers due to increased inventory and softer prices. “The market there has softened a bit. If you’re looking to buy something in Florida, there’s definitely some opportunity there right now.”
However, he acknowledges that rising prices have made homeownership more difficult for first-time buyers. “The median sale price is not what it used to be, and it’s definitely priced some buyers out of the market. $100,000 unfortunately doesn’t get you much anymore.”
Looking Ahead: Further Expansion
The Bograd Team is considering opening one or two Florida offices, with possible locations near Fort Lauderdale and Naples. Establishing a physical presence would complement their digital strategy and support further growth in the state.
Bograd’s experience shows that a focused digital marketing strategy, combined with strong fundamentals and a willingness to expand, can provide a significant edge in today’s real estate industry. His approach—investing in marketing during uncertain times, maintaining a consistent digital presence, and delivering high service levels—offers a practical roadmap for agents aiming to build multi-state businesses.
