Dealmakers: 'If You’re Not On Social Media, You’re Invisible'

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“I post 50% about my personal life, 50% about my work life. I’m a 3D version of a human, not just my market report,” she said. “Nobody gives a shit about a market report. If I close the deal and I fall in love with my client, I’m going to talk about how great my client is.” In other words, Wainwright's social media presence is authentic — one of the most essential qualities of a successful social media presence.

Accordingly, Wainwright’s posts yield dozens of comments, hundreds of likes, and thousands of views. “That’s thousands of people in the business world that now know what I do for a living, and there’s a picture of me attached. I could not have paid for that kind of advertising,” Wainwright said.

She said video is a cornerstone of her strategy — quick takes of her speaking on topics from what to be wary of in a commercial lease, to candid outreach about the difficulties of adjusting to the circumstances of the pandemic. This approach isn’t for everyone, but for those who aspire in posting videos, she said: "I don’t try to be 'perfect.' People are human. Do they care that I accidentally used one wrong word? No. It makes me more human. People think, 'She’s like me,' and that's good, because people do business with people they relate to, people they like."