Long before I was thinking about Sora and real estate, I was thinking about wine.

Back then, I was working in the wine business around the same time Gary Vaynerchuk was filming Wine Library TV in the back of his family wine shop. Gary was the first person to open my eyes to the power of social media.

Fast-forward to now, and Gary’s pointing at something new again: Sora, an AI-powered social media app where AI generates every video in the feed. No cameras, no filming, just prompts. It’s like Instagram, but 100% fake videos.

I filmed this quick video below to show you:

• How Gary’s early wine and YouTube days impacted the way I show up online
• Why I’m paying attention to Sora as the next big experiment
• How I’m personally blending Sora and real estate content without letting it eat my entire day

If you’re an entrepreneur or a Realtor who’s curious about Sora but doesn’t want another time-sucking platform, this is for you.

Why Sora and Real Estate Belong in the Same Conversation

So what is Sora, really?

In simple terms: Sora lets you type (or speak) a prompt, and it turns that into a short AI-generated video with sound. Think “social media feed,” but every clip is born from text instead of a camera.

Here’s why Sora and real estate actually make sense together:

• Real estate is visual and story-driven.
• Sora removes all the friction of filming, staging, and editing.
• You can test ideas for content, brand, and hooks quickly—then bring the winners to your other platforms.

As a busy agent/entrepreneur, I’m not trying to become a full-time Sora creator. I’m using Sora as a fast, playful way to experiment with my brand and build a content library that could pay off later.

How I Use Sora and Real Estate Content in Just 5 Minutes a Day

My rule is simple: five minutes a day. That’s it.

Here’s the workflow:

1. Open Sora.
2. Hit the mic and dictate a prompt.
3. Optionally tag characters (like Gary Vee or whoever you want to “co-star” with). See my example here.
4. Let Sora generate the video.
5. Fix the caption (delete the prompt and instead post a thoughtful caption that is keyword-rich about your post). Post. Walk away.

You don’t need to treat Sora like a thorn in your side. You don’t need a 30-minute scripting session. You can literally talk into your phone, let the app do the heavy lifting, and then get back to your real work—serving clients, negotiating deals, or running your business.

Over time, you’re building a library of content on Sora, which I believe will help a lot with brand awareness as the platform grows.

5 Smart Ways to Use Sora and Real Estate Together

1. Use The Sora Video for Entertainment, Then Teach in the Caption

Right now, Sora is excellent for entertainment value but much less reliable for deep, accurate education within the video itself. The AI model is still evolving, and trying to get it to deliver a perfect, step-by-step educational explanation on-screen is hit-or-miss.

So here’s what to do instead:

• Let Sora handle the fun, entertaining video:
  • A dramatic, cinematic tour of a mountain cabin.
  • A playful conversation between a house and its future owner.
  • A “day in the life” of a dream listing.
• Then use your caption to deliver the real educational content, like:
  • “3 things to check before buying a vacation home”
  • “What you MUST know about inspections.”
  • “Pros and cons of buying vs. renting in this market”

Important detail: when Sora finishes your video, and you post it, the app will automatically use your prompt as the caption unless you make changes.

Make sure you delete that default prompt caption and replace it with a thoughtful, educational caption that supports your brand and your audience. Think of the video as the hook and the caption as the mini masterclass.

2. Turn Sora Into a 5-Minute-a-Day Habit (Not a Burden)

The key to using Sora and real estate together without burning out is to keep your commitment tiny.

Give yourself a rule like:

• One video a day.
• One prompt.
• Five minutes, max.

You can literally dictate a quick idea like:

“A first-time homebuyer walking through a surreal, dreamlike house while a voiceover talks about what they wish they knew before writing their first offer.”

Then hit generate, tweak the caption, post, and close the app. You’re consistent, but you’re not chained to another platform. Note: Because SORA is an entertainment platform, add some crazy stuff into your videos. You can see what I’ve done here.

3. Tag Characters (Like Gary Vee) to Make Relatable, Shareable Content

One of the most fun parts of Sora is being able to tag people or “characters” so they show up in your videos. Gary Vaynerchuk has literally encouraged people to make videos with him in Sora, so of course, I had to jump on that.

For example, you could create:

• A video where Gary Vee and a real estate agent walk through a listing, talking about long-term branding.
• A scenario where you and Joanna Gaines are having a conversation about how to stage your new listing.

This kind of content is fun, a little absurd, and very shareable, perfect for catching attention while still tying back into Sora and real estate topics like property marketing, branding, and client relationships.

4. Use Sora as a Testing Ground for Content Ideas

Don’t think of Sora as an isolated platform. Think of it as a testing lab.

You can:

• Try different hooks:
  • “What your agent isn’t telling you.”
  • “3 mistakes buyers keep making.”
• See which video style gets more watch time or engagement.
• Take your winning Sora and real estate ideas and expand them into:
  • Instagram Reels / TikToks you film in real life
  • YouTube Shorts
  • Longer YouTube videos
  • Blog posts and emails

Sora becomes the quickest way to see what resonates before you invest more time and energy into producing “real” content around it.

5. Aim Every Sora Video at Your Actual Niche

Yes, you can use Sora for random, viral-style content. But if you’re an entrepreneur or Realtor, you’ll get more long-term value by making your prompts specific to your niche.

Examples:

• “A couple touring homes while a narrator explains the emotional rollercoaster of buying your first house.”
• “A realtor and a talking contract explaining contingencies in plain English.”
• “Local wildlife explaining how tourism affects the market in your small town.”

When you consistently connect Sora and real estate in your content, you’re training your audience (and future clients) to associate you with expertise in this space, even if the videos themselves are playful and surreal.

So give it a try, if only because Gary Vee says so, just make sure to let me know what you think.

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About Me

I’m Ragan Erickson, Realtor®, marketer, and entrepreneur with eXp Realty, and part of Powerhouse, a community of 600+ who believe in collaboration over competition.

After building and selling a tech company in the wine industry, I brought that same business mindset to real estate, using social media, modern marketing, and AI to grow a brand that attracts clients and opportunity.

Now, I help other agents do the same: build scalable businesses, attract dream clients, and create freedom through multiple income streams, from real estate sales to revenue share.

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