We’re excited to introduce you to the always interesting and insightful Kristen Jacoby. We hope you’ll enjoy our conversation with Kristen below.
Kristen, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Socials to Social actually started completely by accident. I was so tunnel-visioned in real estate at the time — head down, focused on clients, closings, and building my business — that I didn’t even know much about the event industry. TikTok became this creative outlet for me, a space to just be myself and have fun again. I started vlogging my life, sharing little moments, and connecting with people online in a really casual, authentic way.
It had nothing to do with business or real estate — it was purely me sharing life. I was posting lighthearted, creative content, not thinking twice about it (or at least trying my best not to. I struggle with anxiety and constantly overthink). But people started connecting with that authenticity. They saw a girl figuring out a new city and trying to build something meaningful. Slowly, that audience turned into a real community — people who were craving the same kind of connection I was. That’s when the idea for Socials to Social really took root.
I didn’t even go by my full name on TikTok — I used “KJ,” my nickname — because I wanted to keep it separate from my professional world. I never expected it to turn into a brand. But over time, the online energy started translating into real-life experiences. People didn’t just want to watch; they wanted to meet, move, and be part of something. That’s when Socials to Social was born — turning a creative outlet into a community.
It worked because it was never forced. I wasn’t trying to build a business; I was filling a gap that I felt personally. And that authenticity became the heartbeat of everything we do now.
Kristen, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Kristen Jacoby — most people know me as KJ — and I’m the founder of Socials to Social, a lifestyle and events brand that transforms online energy into real-life connection. I’m also a licensed real estate professional, but the story of how I ended up here — building a community brand that bridges digital and physical worlds — started long before any of that.
My childhood shaped a lot of who I am today. I lost my dad to brain cancer (glioblastoma) when I was nine years old. It was devastating, but it also built an inner strength, resilience, and independence that have guided me ever since. I didn’t understand it then, but that experience gave me a deep sense of purpose — a drive to live fully and chase the visions I see for my life. I’ve always believed that we all have something inside of us — a pull, a feeling — and the difference is whether we act on it.
I played Division I field hockey and trained competitively from ages 14 to 19, which taught me discipline, teamwork, and how to perform under pressure. When I decided to walk away from sports, I lost what had been my identity for years. I needed to pour myself into something new, something that challenged me in a different way. I transferred schools, got my real estate license, and started selling homes while finishing my finance degree at Virginia Tech.
Real estate gave me an incredible foundation in sales and human connection — but I also learned that I hate being “sold to.” That realization shaped my philosophy: I lead with authenticity, not pressure. That approach influences not just how I handle real estate, but how I built Socials to Social from the ground up.
The brand actually began unintentionally. I started posting on TikTok as a creative outlet — documenting my life, exploring Raleigh, and just having fun. I never posted about real estate, and I didn’t even want people to find me through that lens, which is why I went by “KJ.” Over time, those videos started resonating. People who were new to Raleigh or craving connection began reaching out. Without realizing it, I had built a digital community that mirrored what I was seeking myself: belonging.
That online energy became the foundation for Socials to Social. The concept was simple — take the online community I had built and bring it to life. The first event sold out instantly. It proved that people don’t just want to “go out”; they want to feel part of something real.
Today, Socials to Social curates elevated experiences that make connection feel cool again — from fitness and wellness events like Sweat & Social, to DJ-driven parties, mixers, and collaborative brand activations. We design everything — the lighting, the music, the partnerships, the crowd experience — with intention, to create a vibe that’s modern, inclusive, and magnetic.
What sets us apart is authenticity. There’s no corporate energy or forced networking. It’s organic, fun, and community-driven. Every event feels like an extension of the brand’s DNA — chic, approachable, and rooted in connection. We’re solving a cultural problem: people are more digitally connected than ever but lonelier than ever. Socials to Social bridges that gap by creating spaces that actually bring people together.
What I’m most proud of isn’t the numbers or growth — it’s the perseverance behind it all. I’ve faced moments of uncertainty, challenges I’ve had to handle quietly, and seasons that tested me. But I kept going. That’s my personal mantra — keep going. It’s what I tell myself when things get heavy, because I trust my vision and I know everything happens for a reason. There are always blessings in the lessons.
At the end of the day, I want people to know that Socials to Social is more than an events company. It’s a movement rooted in courage, creativity, and connection — a reminder that when you lead with authenticity and keep going, you can build something that not only changes your life, but connects thousands of others along the way.
Can you open up about how you funded your business?
When I started Socials to Social, there wasn’t any outside funding — it was completely self-funded from day one. Everything I built came from my own savings and the income I earned through real estate. I had just come off my best 5 months ever in real estate of selling just shy of $10M as a independent agent , which gave me a little breathing room and the confidence to finally take a risk on myself. I’ve been a saver since I was a teenager, and I’ve always been intrigued by investing and diversifying my financial portfolio. This time, instead of stocks or real estate, I decided to invest in an idea I truly believed in.
In the beginning, I hosted a lot of free events — but free doesn’t mean free. I was personally funding every single one — from the insurance to decor, and operations — just to create a great experience for people. It was important to me that those first events felt intentional and elevated, even if it meant I was coming out of pocket. I could see how much people enjoyed them, how much connection they created, and I knew it was worth it.
At first, I actually felt bad charging people. It was never about the money — it was about building something that felt genuine. But as it grew, I quickly realized this had turned into a full-time job and a full-scale business with real expenses, a team, and operational costs.
Luckily, my background in real estate gave me the negotiation and business skills to find creative ways to make it work — building partnerships, working with venues, and structuring collaborations that aligned with the brand. But at the end of the day, I fully funded it myself because I believed in it that much. I didn’t even flinch putting thousands into Socials to Social, because deep down I knew it was something special.
Now, as the company continues to grow, I’ve had to shift my mindset — to understand that it’s okay to charge for something that adds value and takes resources to create. Every event still has heart behind it, but I’ve learned that building a sustainable brand also means honoring the worth of the work it takes to bring it to life.
Any insights you can share with us about how you built up your social media presence?
My journey with social media has been anything but straightforward. For a long time, I actually struggled with it. I felt like I had to show up as a filtered version of myself — always polished, always professional — because my Instagram was tied so closely to my real estate business. I worried that if I showed too much of my real life — the unfiltered moments, the travel, or even just having fun in my twenties — people would talk or think it would hurt my reputation.
It reminded me a lot of my years playing Division I field hockey, when my entire identity was tied to performance. Later, that identity shifted to real estate. But at some point, I realized that Kristen Jacoby isn’t real estate. She’s an imperfect, evolving human who happens to sell homes and build community. That shift took me a couple of years to fully step into, but once I did, it changed everything.
That’s when TikTok became my creative outlet — and honestly, where things really grew. TikTok was never tied to my professional side, so I didn’t overthink it. I just created. I learned the platform by trial and error; my early videos weren’t great, but I kept practicing. Over time, I got more comfortable in front of the camera and developed a style I loved: storytelling and vlogging. Filming myself used to feel awkward, but now I’ll record in public with the flash on and not care at all. That growth gave me confidence I didn’t even realize I was missing.
I also found a deep appreciation for creativity in the process. There’s so much artistry in social media — from editing to sound to pacing — and when you treat it as an outlet instead of a job, it becomes something meaningful.
My biggest advice to anyone building an audience is this:
Be yourself, fully. Don’t chase trends or worry about being perfect. Consistency matters, but not in the “post every day” sense — in the energy you bring and how real you are. Share what feels authentic to you, not what you think people want to see. When you stop performing and start showing up as your whole self, the right people will find you — and that’s when the real connection begins.
Contact Info:
- Website: https://www.socialstosocial.co/
- Instagram: https://www.instagram.com/kristennjacoby/
- Linkedin: https://www.linkedin.com/in/kristenjacoby/
