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What happens when you combine in-depth construction knowledge, real estate expertise, and authentic social media content? For Ellie Ridge, it created a phenomenon that transformed her from a recently laid-off Meta employee to a successful realtor with 234,000 Instagram followers in just two years.
This conversation takes us through Ellie's fascinating journey, beginning with her unique background. As the daughter of a master roof framer (and later home inspector), Ellie grew up absorbing valuable knowledge about building structures that would eventually become her professional superpower. When her family lost their home, 13-year-old Ellie developed a fierce determination for financial security that would shape her future decisions.
Ellie shares the pivotal moment when, at age 24 while working in tech, she purchased her first home. She approached this not as her dream home but as a strategic investment – a mindset she now passes on to her first-time homebuyer clients. After being laid off from Meta two years ago, she joined her mother's real estate business, bringing a fresh perspective and emphasis on construction knowledge.
What makes this episode particularly valuable is Ellie's candid discussion about social media success. She reveals how her construction-focused content unexpectedly went viral, the mental health challenges that came with sudden internet fame, and her approach to creating sustainable, authentic content. Rather than focusing on algorithms or growing followers, she emphasizes the importance of genuine passion: "Make videos about stuff you love talking about. People can feel when you care about it."
For real estate professionals and anyone interested in building an online presence, Ellie offers practical insights about lead generation, conducting effective open houses, and maintaining multiple business channels rather than relying solely on social media. Her journey demonstrates how specialized knowledge and authentic communication can create a unique path to success in a competitive field.
Ready to learn how someone turned construction knowledge into social media gold? Listen now and discover strategies you can apply to your own business and online presence.

Follow Ellie Ridge on Instagram @ellieridgerealtor

Ellie Ridge is a licensed CA REALTOR® DRE# 02217753

Declan Spring is a licensed CA REALTOR® DRE#01398898