Agents do well to strike a balance between creating content that can be shared throughout the entire Web and content/interaction that is exclusive to past and current clients. Rohm, Kaltcheva, and Milne (2013) presented the foundations of Web 2.0 consumer engagement to include creating meaningful content and abandoning a degree of control over the modification and distribution of it all the while cultivating a communal sense of togetherness among an agent's clients.

Astutely, these points speak to how exclusivity can create a sense of camaraderie and affinity for a brand, while publicly share-able and relevant content can expose the real estate agent's brand to untapped markets. Real estate practitioners that focus their social engagement only on clients may detrimentally alienate new buyers and sellers while offering only generic content may undermine existing and past clients' sense of connection to the real estate agent's business.