Real Estate Agents: What Motivates You To Share Your Thoughts About Politics on Social Media?

Why do some real estate agents choose to share their political opinions on social media? What are the pros and cons of doing so? At Genuine Hustle 2025 in the Shenandoah Valley, I asked real estate agents Lauren Goché, Coral Gundlach, and Lisa Heindel what motivates them to share their thoughts on politics on social media.

Politics can be a tricky subject to navigate, especially when your social media presence is also an important part of your business. In my previous blog, Should Real Estate Agents Talk About Politics Online?, I shared my thoughts about the potential benefits, risks, and things to consider before speaking up about politics on social media as a real estate agent.

But there's another question I wanted to explore: What actually motivates real estate agents to share their political opinions publicly?

At the Genuine Hustle real estate conference, I had the opportunity to interview three women in real estate whom I've admired for their willingness to speak openly about politics. I was curious to hear their perspectives, and I'm excited to share these conversations with you!

Lauren Goché: Helping People Feel Safe and Welcome

Lauren Goché is a real estate agent in Portland, Oregon, whom I've admired for many years, in part because of how outspoken she is about politics.

Lauren was kind enough to let me interview her at Genuine Hustle.

One thing Lauren said really stuck with me:

"Everything we do is political. Housing is extremely political."

She's absolutely right. Politics and housing are inextricably connected. From affordability and zoning to Fair Housing and homeownership, real estate doesn't exist in a bubble separate from politics!! When I see the inevitable comments on social media that say things like “Stay in your lane!” I’m baffled—real estate is political. Full stop.

I was also especially interested in what Lauren shared about how speaking openly can help potential clients feel more comfortable:

"When I'm outspoken about my views, then honestly, the people who might be afraid to buy houses or think that it's not for them, hopefully I am a safe space."

I reallyyyyy appreciate this perspective. For Lauren, sharing her beliefs is about more than simply expressing an opinion—it’s also a way to communicate who she is and potentially help someone feel safer or more welcome during the homebuying process. And yes, I bet it “repels” a lot of potential clients, too. But that is also kind of the point—or at least one of the effects that is probably for the best.

Thank you for sharing, Lauren! ❤️

And that brings me to another interesting consideration: How does being open about your beliefs influence not only the clients you attract, but also the people you get to work alongside?

Lisa Heindel: Leading a Brokerage While Staying True to Your Values

Lisa Heindel is the Broker, Owner, and Founder of Crescent City Living in New Orleans.

One of the things I've admired about Lisa for a long time is that she openly shares her political beliefs and opinions on social media. As the owner of a real estate brokerage, she's also in an important leadership position, and I appreciate how she uses her influence to set an example.

When I saw Lisa at Genuine Hustle, I jumped at the opportunity to ask her about it!

Lisa acknowledged that not everyone expects a brokerage owner to be outspoken about politics:

"I know that there are people who look at me as a broker owner and think that perhaps I shouldn't be quite so outspoken."

But, as she explained:

"But that's who I am, and that's who all of my agents are."

I think this is such an interesting perspective, especially when you consider how many real estate agents (and brokerage owners in particular) are nervous about sharing political opinions online. I’d even say that most owners consider this a big “no no.”

Of course, there's always the possibility that speaking up could negatively affect your business. I don't want to downplay that. In fact, I explore some of those very real risks in Should Real Estate Agents Talk About Politics Online?.

But there can also be plenty of benefits, both personally and professionally.

Lisa explained:

"I don't think that pretending to be somebody else is going to attract the right clients that we want to work with, and it's not going to attract the right agents that we want to work with."

For Lisa, authenticity matters not only in building client relationships, but also in creating a brokerage with people who share her values. I love this so much.

She also shared another motivation for speaking up:

"We just want to be good citizens and I don't think we can do that by ignoring the things that are happening and not speaking out about them."

I appreciate Lisa's willingness to share her perspective, especially considering her role as a brokerage owner and leader.

Thank you, Lisa! 🌷

Coral Gundlach: Looking at the Bigger Picture

Of course, one of the biggest concerns real estate agents have about discussing politics online is the possibility of losing business.

That was something I was particularly interested in discussing with Coral Gundlach, a real estate agent in Arlington, Virginia.

Coral is also one of the dynamic women who helped organize and host Genuine Hustle 2025. During a rare moment of downtime at the conference, she agreed to a quick interview with me!

One of the things I've admired about Coral is that she consistently speaks up and shares her opinions on politics. I wanted to know more about her experience, especially when it comes to the potential impact on her real estate business.

When I asked Coral about the potential business consequences, she shared:

"It's never affected my business enough for it to matter."

She continued:

"I think if you lose a client because you're a realtor who is trying to save America, that's ok. Honestly, you've gotta look at the big picture."

Of course, that's Coral's personal experience, and not every real estate agent will necessarily have the same outcome. But I was interested in hearing how she weighs those potential business consequences against the issues she feels strongly about.

Coral also spoke about how the people in her community influence her decision to speak up:

"Living in Arlington, Virginia with a lot of our federal workforce being my neighbors and best friends, I cannot be silent."

She added:

"People are suffering and it's at the hands of our actual elected officials."

For Coral, speaking up isn't simply about sharing her political opinions. It's also about the people around her and the issues affecting their lives.

And for her, those concerns are bigger than the possibility of losing a client.

Thank you for sharing your perspective, Coral! 🙏🏼

So, What Motivates You to Speak Up?

One of the things I appreciate about these conversations is hearing the different motivations behind each agent's decision to be outspoken about politics.

For Lauren, it's partly about helping potential clients feel safe and welcome. For Lisa, it's about staying true to her values, leading by example, and attracting people she genuinely wants to work with. And for Coral, it's about speaking up for the people and issues that matter to her, even when there could be business consequences.

I also recognize that plenty of real estate agents choose not to share their political opinions publicly, for all kinds of reasons.

I'm curious to hear your perspective! Feel free to send me a DM on Instagram. ❤️