SANTO DOMINGO - Entrepreneur and content creator Juan Musa , founder of Global Refriauto, offered real estate agents and professionals a practical and direct overview of how to leverage social media to generate sales organically and effectively.
Her presentation “Authenticity in Networks” was part of the Plusval Summit 2025 , held last Tuesday in the auditorium of the Pedro Henríquez Ureña National University (UNPHU).
Musa emphasized that selling on social media goes far beyond simply posting a product . “The key lies in consistency, authenticity, and a genuine connection with your audience,” she explained. “It’s not about selling every day, but about being top of mind for your ideal customer year-round. When the time comes to buy, they’ll want to buy from you,” she said.
The speaker explained that to stand out in an environment as saturated as social media, it's essential to understand the psychology of the ideal client , define the target audience, and use natural language. He emphasized that, instead of simply showcasing properties or services, agents should include content that entertains, educates, or provides value, even if it's not directly related to real estate.
The formula “Hook, Story and Offer”
During his presentation, the businessman shared a method for structuring high-impact videos: Hook , Story, and Offer .
- Hook: Capture attention in the first three seconds with a powerful question, phrase, or image.
- Story: tell a short story that connects emotionally.
- Offer: close with a clear and attractive proposal.
“On social media, we compete for seconds of attention. If you don't grab their attention from the start, even if your video is perfect, the user will scroll past,” Musa stated, while insisting that authenticity should always take precedence over excessive production.
Musa encouraged real estate professionals to showcase personal aspects of their work—such as hobbies, travels, or everyday experiences —to strengthen their connection with their audience. She explained that this type of content allows potential clients to perceive a sense of closeness and trust, two crucial elements when closing a sale.
He also recommended defining “content pillars” that serve as a basis for planning and diversifying publications, thus avoiding monotony and maintaining long-term interest.
A meeting to boost the sector
The Plusval Summit 2025 brought together representatives from the six offices that make up the brand, located in Santo Domingo Norte, Santo Domingo Este, Santiago and Punta Cana.
The program included presentations by other speakers on current topics for the development of real estate agents: "Summit Strategies: Learnings to conquer your peaks," given by Thais Herrera; and concluded with the "Commercial Service Model 4.0 (MAC)" and "Sales Mindset," presented by renowned international experts in sales and leadership, Juan Carlos and Mauricio Ramírez.
