The brokers getting the most traction on social media are doing two things consistently:
Creating content and starting conversations.
The content creates opportunities. The DMs turn those opportunities into relationships.
You're not messaging people asking if they need a mortgage every day. You're simply being social. Responding to stories. Thanking people for their support. Starting genuine conversations.
That's the part most brokers skip.
Social media gets a lot more effective when you remember the word "social" is right in the name.