Today, traditional real estate marketing strategies are no longer enough. Buyers and sellers both are active on the internet and social media platforms. For real estate businesses, this shift presents an opportunity to reach target audience every day and make them take a mental note of your brand.
In this blog, we'll look at the state of real estate social media marketing, go over the best channels to reach your leads, and other actinable things likehow to choose the right one, what are some content ideas to get you started.
Why social media marketing is important for real estate?
In 2024, 97% of homebuyers (of all generations) used the Internet for their home search, and social platforms are dominant tools of the Internet.
If you, as a real estate agent, think a website alone will suffice for your marketing efforts, it’s time for a wake-up call. Real estate social media marketing is a must:
1. To tell a story; connect on a personal level
Real estate isn’t just about transactions; it’s about people’s lives and dreams. If you are a real estate agent, people will want to know more about your brand or service before they can find you credible and develop a relationship of trust.
Creating a personal brand on your socials lets you take control of your most important asset, i.e., your name and image. Posting personal experiences— stories about properties, clients, and your journey in the industry, organically connects you with your target audience. It highlights your credibility, keeps you on top of their minds, and boosts your clients' trust in you.
Madison Malibu is the best example of personal branding in real estate currently. He posts about life, family, and real estate and has over 100K followers on Instagram.
2. To generate quality leads; better than MLS
According to the National Association of Realtors' recent survey, 52 percent of realtors in the USA agreed that social media gave them the highest number of quality leads in 2024. This was followed by customer relationship management (CRM) (32 percent) and their local MLS (26 percent).
There are over five billion social media users, meaning that your past, current, and nearly all future clients are likely to be active on these platforms.
Consistently sharing value-driven content and running targeted ads will position you as an active and approachable real estate expert in this group. It will leave a lasting memory of you in your prospects, increasing the likelihood of future sales // NQUIRIES. Also, the interactive features allow potential buyers to comment, or ask questions, creating an easy journey for sale.
3. To establish your credibility; show them your happy clients
Social proof is most effective when it comes to achieving more sales as people pay heed to other people’s (sales/purchasing) experience. You tell them you are the best, and they won’t buy, but if your clients speak highly of you, they are most definitely gonna give you attention.
You must post about your every sale, challenges you overcame, testimonials videos, and professional accolades. It will instill more confidence in your TG about you.
Which social platforms are best for real estate marketing?
Here are the five best platforms that are most effective for real estate social media marketing/
Facebook is currently the favorite platform of real estate agents with eighty-seven percent using it for business. It is also people’s favorite platform with over three billion monthly active users. note about age based targeting
Facebook group is a golden feature for real estate agents. It allows them to build a close community and share listings, insights, and targeted promotions for inclusive experiences.
Facebook ads are also the best investment to make in social media marketing. In the past, Facebook ads relied on broad targeting within a geographic radius. Whereas now, with the special ad audiences you can upload your past client database, and Facebook finds users that are the most like them for displaying ads. Hence, a more targeted experience.
Janti Patel, a Texas real-estate agent is crushing on this platform. He has a following of over 12k followers and is super consistent with his posts. His content strategy is focused on posting real estate listings, showcasing homes, price updates, and new properties in the Longview, TX area.
Instagram, being highly visual, is perfect for real estate. You can showcase dynamic content in short video formats and reach a broader audience. Instagram reels are favored by algorithms, getting engagement rates between 6.59% and 8.77%, depending on the number of followers.
You can also use local hashtag campaigns to reach community audiences and show your personal side to build trust. Make sure to make a business account and connect it to the Facebook page for running ads. Also, optimize your Instagram bio by including your market area, broker, unique value, and accolades.
Christina Weiss is a great example here.
She uses aesthetic neighborhood, locality, and community (around the property) reels to present the luxury of living North of NYC to her TG.
LinkedIn is more on the professional side, but since it’s evolving into more of a social platform rather than just a resume space, it’s putting a lot of emphasis on video content, giving you exposure that's competitive with other platforms.
You can take short-form content from TikTok or reels and repost it on LinkedIn. Also, write LinkedIn articles to establish expertise. These articles are searchable and great for building relevance in your industry.
Make sure to optimize your profile with a high-quality headcover and banner image, and accolades in bio. Write a compelling summary that adds context to who you are, what makes you unique, your goals, and who you serve.
Also, complete your skills, education, and accomplishments sections, as these add credibility.
Ricky Carruth, a Real Estate Broker, is a good example to look up to. He is consistent with his posts and also publishes articles. Also, have a look over his skills section, it is very well-optimized to detail what services he offers.
YouTube
YouTube is best for creating top-of-funnel content for brand awareness, videos on this platform last forever. YouTube videos build a deeper trust with your audience, and if you simply optimize videos, you can publish a video today and keep generating client interest.
YouTube shorts are another tool to generate higher engagement rates as they are short, direct, and more interesting. You can use it to get more engagement.
Armando & Pearl Nava, the owners of NavaRealtyGroup, create a variety of YouTube content centered around real estate in Dallas, Texas.
Their content is focused on inspiring and educating viewers with a blend of luxury home tours, personal real estate journeys, and practical insights into the housing market.
They get good engagement on their videos from views to comments.
TikTok
Right now, TikTok allows realtors to run ads without many restrictions, targeting specific people in your market. This is a very cost-effective way to reach thousands.
TikTok also has the highest organic engagement rate, making it a powerful way to build your brand, stay top of mind, and close deals through value-driven videos.
Mike Sherrard, a global real estate group leader & licensed Realtor at eXp Realty who has helped over 5000 Realtors scale says “ TikTok based on the organic engagement for real estate agents is astronomical. We have agents in my organization at eXp that are crushing it with TikTok just by doing market-focused centric videos—not dancing or doing anything silly, but they're building a massive brand and they're converting at scale.”
Recommended read: 6 TikTok Real Estate Videos And Creators To Inspire You
How to pick the right social media platforms for real estate?
The best social media platform is where an agent's ideal clients are active. Understand it with the following methods:
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Know your target demographics: The younger lot uses Instagram & TikTok, while location-based Facebook groups work best for targeting neighborhoods.
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Take into account the type of real estate you're selling: Instagram and Pinterest are ideal for luxury listings (due to visual appeal), & LinkedIn is great for posting commercial properties (due to business-oriented connections).
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Competitive analysis: See where other successful agents (of your niche) in your area are most active.
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Understand the platform’s strength: YouTube is for detailed property walkthroughs/ educational content, Facebook is for community connections & running ads, and Instagram & TikTok are for dynamic content & running ads.
After analyzing all of this, choose one or two platforms to start with. Along with this make sure, you use the same headshots across every one of the platforms as it is easy on people’s memory. You can use tools like ChatGPT to help generate video outlines and keep your consistency.
Also, while being consistent with your content strategy, do not aim for massive followers or subscriber count, instead build a niche audience with valuable content.
Here are some content ideas to attract leads on social media
Here are 10 real estate social media marketing content ideas to help you attract potential leads:
1. Short videos- Reels, Shorts, TikTok
Short videos are trendy and well-received by the audience. In the latest HubSpot Report, 37% of the customers mentioned they prefer to discover products through short-form videos, 8% prefer long-form videos, and 17% favor the video livestream.
People love short videos because of their quick nature. So if your target audience is on Instagram or TikTok, start posting short videos. Create content playlists with topics like- buyers' tips, sellers' tips, relocation, property tours, monthly market updates, cost of living in your city, pros and cons of living there, or things to know before moving.
He previously completed a 365-day series where he answered real estate questions daily. Currently, his content focuses more on "just listed" and "sales" videos, along with advice and market insights.
Nothing fancy—he simply takes his phone, shoots in vertical style, and consistently posts reels.
2. Hashtag campaigns
Local hashtag campaigns are great to create buzz around your services. They help reach community audiences and work effectively for brand awareness. One idea is to use locality hashtags in your campaigns like Navafamilytx.
Or include property hashtags like Moe Sankar.
3. UGC
User-generated content is one of the most effective word-of-mouth advertising strategies. The UGC content is created by your clients, social media followers, and target audience and is more memorable than branded content.
Encourage your clients to speak up for you, ask for reviews, and consistently post them on your social channels. Also, use UGC in your social ads for greater impact. This is how Cindy Raney & Team does it.
However, many real estate agents on socials are underutilizing this strategy; hence, there is a big opportunity for you to stand out with UGC content.
4. Influencer Partnerships
Collaborating with local influencers helps you expand your reach and build trust with your target audience. You can partner with lifestyle, family, or home decor influencers to showcase your properties, neighborhoods, or events.
5. Promote the Neighborhood
Showcasing the lifestyle of a neighborhood attracts potential buyers who value the community experience. Content like walkthroughs of parks, local coffee shops, or popular hangouts resonates well with buyers looking for more than just a house.
For example, Carrie Nicholson, when selling beach properties, shares photos of the neighborhood and dolphins to keep it fun and detailed.
Christina Weiss is another example that showcases farms, shops, and outskirts for better impact.
6. Industry and Market News
Share short explainer videos, infographics, or Q&A sessions on topics like market trends, mortgage updates, or new real estate laws. This positions you as a knowledgeable and reliable source of information.
7. Home Tips and Renovation Ideas
Create how-to guides, DIY project reels, or Pinterest boards on topics like staging tips, increasing curb appeal, or small upgrades for higher ROI. This not only engages current homeowners but also attracts new followers interested in home improvement.
8. Feature a Team Member
Highlighting the people behind your real estate agency shows potential clients the faces they’ll work with, making your brand relatable and approachable. For example, you can create short interviews where team members share their roles, favorite client stories, or tips for buying/selling a home.
9. Event Coverage
Host or attend events like open houses, networking gatherings, or property launches, and document them through stories, reels, or live videos. Focus on behind-the-scenes moments, client interactions, and any key highlights for relatability.
10. Address Misconceptions
Clearing up real estate myths can educate your audience and establish your expertise. Create posts or videos that debunk common misconceptions, such as “You need 20% down to buy a house” or “Now is not a good time to sell.” Position yourself as a knowledgeable guide by breaking these myths with facts and insights.
11. Use Memes
Memes are a fun, shareable way to humanize your brand and engage your audience. In real estate, memes about the challenges of home buying, hilarious "just sold" situations or market trends can connect with your followers and increase reach. Memes are particularly effective for targeting millennials and Gen Z, who appreciate humor and relatable content.
FAQs
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Does social media marketing work for real estate?
Yes, social media marketing works wonders for real estate. It generates higher leads than CRM and MLS combined. Social media content helps your target group know your personality, listing & sales updates, market trends, and social proof which helps you stay at the top of mind.
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How to sell real estate using social media?
You can start by focusing on one or two social media platforms and create content that provides value. Most importantly—stay consistent, focus on creating a personal brand, and post good-quality testimonials and social proof. Also, showcase property listings with high-quality visuals, host virtual tours or live open houses, and engage with comments and DMs regarding doubts & queries.
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What is the best social media for real estate?
The best social media platform for real estate is where your target audience is. After analyzing age demographics, the platform’s strength, and competing analysis, you’ll get clarity on which platforms to trust in the beginning. We have discussed this in detail in our blog.
