8 social media tips for real estate agents

Social media tips for real estate agents are essential for building a strong online presence, attracting potential clients, and showcasing properties effectively. In this guide, we’ll share 8 powerful strategies to help agents maximize their social media impact. Whether you’re an experienced realtor looking to refine your digital marketing approach or a newcomer eager to establish your brand, these tips will give you the competitive edge needed to thrive in the real estate market.

Why social media marketing is important

With 4.88 billion social media users worldwide and the average person spending over two hours daily on various platforms, it’s no surprise that social media has become a dominant marketing force even surpassing traditional methods like word-of-mouth and online reviews.

For real estate agents, social media isn’t just an option, it’s a must-have strategy. According to the National Association of Realtors, a whopping 87% of Realtors use Facebook, while 62% leverage Instagram, 25% utilize YouTube, and 15% tap into TikTok. Why? Because social media is the top source for real estate leads.

How Social Media Supercharges Real Estate Marketing

Increased Visibility: Reach potential buyers and sellers beyond your immediate network, boosting your discoverability and attracting high-quality leads.
Targeted Advertising: Platforms like Facebook and Instagram let you pinpoint your ideal audience based on demographics, interests, and behaviors—maximizing your return on investment.
Engagement & Interaction: Social media allows real-time responses to inquiries, helping agents build trust and foster relationships with potential clients. Plus, comments, likes, and shares create a sense of community and encourage word-of-mouth marketing.
Visual Storytelling: Real estate thrives on aesthetic appeal, and social media is built for eye-catching photos and videos. Virtual tours, home transformations, and behind-the-scenes content captivate audiences and boost engagement.
Establishing Credibility: Regularly sharing market updates, home-buying tips, and industry insights positions you as a trusted expert, attracting a loyal audience.
Networking & Referrals: Engaging with fellow industry professionals on social media opens doors for collaborations, partnerships, and referrals, expanding your business opportunities.

8 social media tips for real estate agents

Be yourself

One of the best social media tips for real estate agents is to create authentic, personal content. While some realtors hire ghostwriters for their marketing copy, this approach often lacks a genuine voice and fails to establish a real connection with potential clients. Studies show that consumers prefer to engage with businesses on a personal level, making it crucial for agents to craft their own social media content that truly reflects their personality and brand. By showcasing your unique style and character across different platforms, you can build relationships before a client even reaches out. A great example of this is how some realtors use TikTok to inject humor and personality into their content, making them more relatable and approachable.

Educate your buyers

One of the most valuable social media tips for real estate agents is to share real-life lessons from challenging experiences. Educating clients about common real estate pitfalls helps them make smarter decisions, leading to a smoother home-buying process and better-qualified leads. If you have a blog, consider writing articles with expert tips and then promoting them on your social channels. You can also post bite-sized insights, like a “Real Estate Fact of the Day” on Twitter, using hashtags like #realestate to boost visibility. By sharing valuable knowledge, you position yourself as a trusted resource while keeping your audience engaged.

Reply to comments both good and bad

A key social media tip for real estate agents is to engage with your audience promptly and professionally. Responding to comments shows that you’re active, approachable, and invested in client relationships. However, not every comment deserves your energy—ignore online bullies and avoid getting drawn into unnecessary debates. Instead, focus on acknowledging positive feedback and addressing genuine inquiries. Many potential buyers reach out about listings that may no longer be available—don’t let their frustration be a dead end! Use it as a chance to redirect their interest to other properties, turning a missed opportunity into a potential sale.

Post regularly and strategically

A successful social media strategy for real estate agents is just like building relationships in real life; it requires consistent, valuable interactions that keep people engaged without overwhelming them. The goal is to create just the right amount of touchpoints so your audience gets to know you as an agent while staying interested in your content.

Adjust & Adapt: Pay attention to audience feedback! Engagement levels, follower growth, and interactions will tell you if your strategy is working or needs tweaking.
Schedule for Success: Use social media tools to schedule posts in advance, allowing you to focus on showings, closings, and client meetings while maintaining a strong online presence.

3 Key types of real estate content

Time-Sensitive/Promotional: Highlight new listings, open houses, and market updates with eye-catching photos, videos, or live virtual tours.
Evergreen & Informative: Share home-buying tips, renovation ideas, and financial checklists that remain valuable year-round.
Fun & Entertaining: Show off your personality! Share local restaurant reviews, community updates, or even a viral meme to keep your audience engaged.

Pro Tip: Not every post has to be original! Share testimonials, retweet industry news, or repost valuable real estate content to keep your feed fresh and relevant. Social media brings in the leads, but it’s your personality, expertise, and real-world relationship skills that close the deal.

Remember your old customers

Social media isn’t just for finding new clients it’s also a powerful tool for maintaining relationships with past buyers. Many homeowners feel a rush of excitement after closing on a home, but within a year, 70% forget their real estate agent’s name! Don’t let all your hard work go to waste, stay connected through social media so that when they (or their friends) need an agent again, you’re the first person they think of.

How to keep clients engaged after closing:

Share evergreen homeowner tips: Think about all the things you wish you knew when moving into a new home. Post content like home organization checklists, DIY decor ideas, seasonal maintenance tips, and money-saving hacks to keep clients engaged long after move-in day.
Become a local guide: Now that your clients have settled in, they’ll be interested in community news, restaurant recommendations, and family-friendly events. Position yourself as their go-to source for all things local!
Stay Visible, stay relevant: A simple post about home trends, neighborhood updates, or even a shout out to past clients keeps you on their radar. The goal? When it’s time to move again (or refer a friend), they’ll remember your name and not just as that agent from last year.

You should use video

One of the top social media tips for real estate agents is to embrace video content. With over 1 billion daily video views on TikTok, it’s clear that video is a powerful tool in home marketing. While it might be tempting to skip the effort of filming and editing, high-quality videos can create an emotional connection with potential buyers that photos alone can’t achieve. Home buyers are visual by nature, and a well-crafted video can bring a listing to life. Plus, uploading videos to YouTube can boost your website’s search engine ranking, making it easier for buyers to find your listings when they start their home search on Google.

Prioritize connections and relationships over going viral.

One of the most important social media tips for real estate agents is to focus on local engagement rather than going viral. While viral content might bring in thousands of views, it often reaches people with no real interest in your market. In real estate, local connections are everything, so it’s crucial to create content that resonates with potential buyers and sellers in your area. Instead of just posting listings, show people why they should hire you, share behind-the-scenes moments, market insights, and content that addresses common real estate concerns. Beyond posting, active engagement is key. Join local forums, respond to comments, answer real estate questions, and provide helpful advice to position yourself as a trusted resource. Social media isn’t just about marketing, it’s about building relationships that turn into real clients.

Measure your channel and keep learning

As a busy real estate agent, you’re juggling emails, open houses, yard signs, and personal life, so spending hours on social media without results just isn’t an option. But how do you know whether tweets, Facebook posts, or Instagram stories are actually bringing in leads?

Instead of relying on guesswork, track your social media performance. Engagement metrics like likes, comments, and shares are a great start, but if you really want to see what’s driving sales, consider using unique landing pages for each platform. These pages direct potential clients to contact you, view listings, or book consultations all while tracking where your leads come from.

By continuously monitoring which platforms, campaigns, and content types perform best, you can refine your strategy for maximum impact. The optimization process never stops, but over time, it leads to more clients, better engagement, and a stronger brand presence.

Top real estate media platforms

Facebook

With over 3 billion monthly active users, Facebook provides unmatched audience reach, making it a powerhouse for real estate marketing. It’s also one of the few platforms that effectively engages multiple generations, from first-time homebuyers to seasoned investors.

Best for Targeted Advertising: Facebook’s ad platform is a goldmine for real estate professionals. You can target specific demographics, behaviors, and locations, ensuring your ads reach the right audience. Retargeting ads are especially valuable, they remind users who visited your site but didn’t take action, helping to convert interest into leads.

Leverage Visual Content: Facebook supports photos, videos, and virtual tours, making it easy to showcase properties. Eye-catching visuals can drive traffic to landing pages, property searches, or single listing sites, grabbing attention mid-scroll.

Boost Engagement & Community Building: Use comments, likes, and shares to interact directly with potential buyers. Joining or creating local Facebook groups related to real estate, community events, or neighborhood news helps build trust and visibility in your area.

Do’s: Keep a balance between professional and personal content. Use high-quality visuals, clear calls to action, and relevant hashtags to boost discoverability.

Don’ts: Avoid overly promotional content. The biggest mistake agents make is focusing too much on selling and not enough on engagement. A mix of valuable, informative, and entertaining content builds stronger relationships and trust with potential clients.

Instagram

With over 2 billion monthly users, Instagram is a must-have tool for real estate agents—especially since 60% of users are aged 18-34, making it a prime platform for first-time homebuyers and young investors.

Best for Building Brand Awareness: Instagram’s visual nature makes it the ideal platform for showcasing stunning property photos and videos. While lead generation is possible, most agents use Instagram to increase visibility, establish authority, and stay top of mind with potential clients.

Focus on Visual Appeal: Instagram is all about aesthetics. Keep your static posts curated and high-quality, while using Instagram Live, Stories, and Reels for personal, behind-the-scenes, and spontaneous content. This balance helps build trust and relatability with your audience.

Engagement is Key: Instagram’s algorithm rewards interaction. Responding to likes, comments, and DMs boosts visibility and credibility. Take time to comment on local businesses, engage with potential clients, and actively participate in real estate discussions, this positions you as a valuable community member, not just a salesperson.

Do’s: Your personal brand matters more than ever. Blend professional property showcases with personal content—share behind-the-scenes clips, open house tours, and quick market insights. Reels and Live videos are perfect for communicating your personality and expertise.

Don’ts: Inconsistent branding, low-quality photos, or disorganized posts can hurt engagement. Since Instagram is a visual-first platform, make sure your content maintains a cohesive, polished look to attract and retain followers.

With over 1 billion active users and 30% of American adults on the platform, LinkedIn is a goldmine for real estate professionals—yet it’s often overshadowed by flashier platforms. But here’s the truth: LinkedIn is where serious business happens and where high-value leads are waiting.

Best for Networking & Thought Leadership: Forget dance trends; LinkedIn is your stage for credibility. It’s the go-to platform for connecting with fellow real estate professionals, industry leaders, and potential clients. By sharing market insights, investment tips, and industry trends, you can position yourself as a trusted expert in real estate.

Content Over Aesthetics: Unlike Instagram or TikTok, LinkedIn is less about visuals and more about valuable content. While images and infographics help, the real game-changer is thought-provoking, shareable posts. Use compelling headlines and industry expertise to spark conversations and establish authority.

Engagement Matters: Liking, commenting, and reposting aren’t just polite gestures; they build your presence. To boost interaction, always include a call to action in your posts whether it’s a question, a poll, or a hot take on the market. Don’t shy away from bold opinions (just be ready for the debate!).

Do’s: Join LinkedIn Groups to network, exchange ideas, and build referral relationships. Being active in these spaces opens doors to partnerships, collaborations, and new business opportunities.

Don’ts: A weak profile or lack of engagement makes you invisible. Don’t just post and disappear—comment, share insights, and genuinely network to stay top-of-mind in the industry.

YouTube

With 2.5 billion monthly users, YouTube is the ultimate real estate stage—yet only 9% of small businesses are taking advantage of it. That’s a huge opportunity to stand out, rank higher on Google, and bring in clients through video marketing.

Best for Standing Out & SEO: A well-optimized YouTube channel doesn’t just get views; it drives traffic to your website and outranks competitors. Since Google favors video content, your property tours, market updates, and home-buying tips can appear in top search results—giving you an edge over the competition.

Visual Focus: Video, Video, Video – YouTube is all about video, whether it’s polished home tours, casual neighborhood highlights, or quick real estate tips. Camera shy? No worries! AI tools and voice overs can help you create content without stepping in front of the lens. The key is to entertain, educate, and reflect your brand personality.

Engagement: Subscribers Are Gold – While likes and comments help, subscribers are the real growth engine. More subscribers = more visibility, so always include a call to action: “Like, comment, and subscribe for more insider real estate tips!”

Do’s: YouTube ads are a game-changer. Consider:

In-stream ads (playing before/during videos for a captive audience)
In-feed ads (recommended videos in user feeds)
Pre-roll ads (your content appearing at the start of every video)

Don’ts: Skipping SEO is a big mistake! Use relevant keywords, catchy titles, detailed descriptions, and proper tags to maximize search ability and bring in more leads.

TikTok

With 26% of the internet-using world on TikTok, it’s prime real estate for first-time homebuyers and renters. While nationwide bans are up in the air, TikTok is still a goldmine for visibility—so make the most of it while you can!

Best for Authenticity & Creativity: TikTok thrives on real, engaging content, making it perfect for fun property walkthroughs, before-and-after reveals, and behind-the-scenes clips. The more entertaining and authentic, the better your engagement.

Visual Focus: On TikTok, you’ve got three seconds to hook your audience. Use trending challenges, viral audio, and eye-catching visuals to make real estate fun.

Future marketing trends for real estate social media

The digital world is constantly evolving, and staying ahead of the curve in real estate marketing means keeping up with the latest social media trends. Here’s what’s shaping the future of the industry:

Video is King

From high-quality property tours to neighborhood highlights and personal introductions, video content is a must. Want to stand out? Try live streaming for real-time interaction or VR tours for an immersive shopping experience, especially for luxury properties.

Targeted Social Media Advertising

Forget generic promotions. Advanced targeting on Facebook and Instagram means your ads can reach your exact demographic. Storytelling-based advertising creates a deeper emotional connection, and user-generated content (like testimonials) adds a layer of trust and authenticity.

AI & Data Analytics for Smarter Marketing

AI-powered tools can predict leads and help you personalize your outreach based on user behavior. The result? Higher engagement and better conversion rates.

Green and sustainable homes are trending

Eco-conscious buyers are actively looking for properties with sustainable features. Highlight energy-efficient appliances, solar panels, and smart home technology to appeal to this growing audience.

Automation & CRM for efficiency

Email marketing automation and lead nurturing save time while a powerful CRM helps you manage customer data, conversations, and follow-ups seamlessly.

Prepare for the next big thing

Stay ahead of the game by exploring emerging platforms like blockchain for secure transactions and even the metaverse for virtual property showcases. The future of real estate marketing is digital first!

Adapt to changing buyer preferences

With remote working on the rise, homes with dedicated office space and flexible living areas are in high demand. Additionally, properties with wellness features (like home gyms, meditation spaces, or air filtration systems) are attracting health-conscious buyers.

FAQs

Which social media platforms work best for real estate marketing?
The most effective platforms depend on your target audience. Facebook and Instagram reach a broad demographic, while TikTok and YouTube are great for younger buyers. If you’re looking to connect with other professionals, LinkedIn is the place to be.

Why is visual content so important in real estate marketing?
High-quality images and videos are essential for capturing buyers’ attention and helping them visualize their future homes. Platforms like Instagram, YouTube, and Pinterest are perfect for showcasing stunning listings and engaging content.

How can I engage with my local community through social media?
Share local news, community events, and highlights of local businesses to establish yourself as a trusted real estate expert. Engaging with your community builds credibility and stronger connections with potential clients.

How often should I post on social media to stay relevant?
Consistency is key! Depending on your audience and engagement levels, aim to post daily or at least several times a week to maintain visibility and stay top-of-mind.

What metrics should I track to measure success?
Focus on engagement rates (likes, comments, shares), reach, website traffic from social media, lead generation, and conversion rates to assess your marketing performance and adjust your strategy as needed.

How can social media help me connect with and nurture leads?
Use social media to share valuable insights, showcase your expertise, and engage with followers. Answer questions, join conversations, and use direct messaging for more personalized interactions. The more you engage, the stronger your client relationships will become!

8 social media tips for real estate agents

Why social media marketing is important