Real estate is naturally perfect for social media. People don't just buy houses, they buy dreams, lifestyles, and futures. Every property has a story, and social platforms let you tell those stories in ways that actually matter to people scrolling through their feeds.
But most agents are doing it all wrong. They post a listing, add some generic captions, and then wonder why their phone stays quiet. The ones actually landing clients understand that there needs to be a value exchange first.
Okay, I know what you're thinking, "TikTok is for teenagers dancing." Wrong. According to Pew Research Center, nearly half of adults under 30 are on TikTok, and guess what? Those are your first-time buyers.
Best For: If you work with a lot of first-time buyers, aren't camera-shy, and can keep up with internet culture without taking yourself too seriously.
While Facebook may seem less trendy than newer platforms, it remains a valuable marketing channel for real estate professionals. The platform has a strong user base among homebuyers and sellers. According to Statista, Men aged 25-34 represent Facebook's largest user segment at 18.5% of the platform's total audience.
This demographic represents a significant portion of the real estate market, as they're often in their prime home-buying and selling years with established purchasing power.
Best For: If you're targeting established families, have some ad budget to work with, or want to become the go-to person in your local community.
Instagram serves as an ideal platform for showcasing real estate visually, ranking as the world's third-largest social network with 2 billion monthly users who spend an average of 33.9 minutes daily on the platform.
Engaging with visual content, the platform provides an excellent opportunity to create emotional connections with potential buyers through compelling property photography and virtual tours.
High-quality images and videos can help generate interest and excitement about properties, often before prospects schedule in-person viewings
Best For: Agents who can take (or afford) great photos, luxury market specialists, or anyone wanting to build a strong personal brand.
{{CTA}}
YouTube functions as both a social platform and a powerful search engine, ranking as the second-largest search platform after Google itself.
Business of Apps reports that YouTube functions as the world's second-largest search engine with over 2.5 billion monthly users, making it ideal for real estate agents to capture clients actively searching for market insights, home tours, and buying advice.
Best For: Agents comfortable on camera, those playing the long game for authority building, or anyone with time to invest in content creation.
Explore our real estate marketing services to take your campaigns to the next level.
Before you hit publish on anything, ask yourself one simple question: Would I actually send this to a friend?
The content that gets shared, saved, and remembered is the stuff that makes people say, "Oh, my friend who's thinking about buying a house needs to see this." When your content starts getting forwarded to people who don't even follow you, that's when you know you're onto something.
Social media algorithms reward regular activity, not sporadic posting when you feel like it.
But consistency doesn't mean posting garbage just to post something. If you don't have anything valuable to say, skip the day rather than damage your reputation with throwaway content.
The goal is progress, not perfection. Your first videos will be awkward. Your first posts might not get much engagement. That's normal. The key is to keep posting and you will get better over time.
Every week, new trends explode across social media. Songs go viral, meme formats take off.
The agents who nail trend-jacking don't blindly copy what everyone else is doing. They find the intersection between what's popular and what's relevant to their audience.
The key is speed and authenticity. Trends move fast, especially on TikTok. If you see something gaining traction on Monday, you need to have your version up by Wednesday or Thursday at the latest. By the following week, it's old news.
Your audience isn't looking for perfection. They're looking for authenticity, expertise, and someone they can trust.
Video content consistently outperforms static posts across every platform. If you're not comfortable on camera, you're fighting with one hand tied behind your back.
Technical tips that make a huge difference:
The most important tip? Practice talking to the camera like you're talking to one specific person, not a crowd. This makes your delivery more natural and conversational.
Social media isn't called "social" by accident. It's supposed to be a conversation, not a billboard. Yet most agents treat it like a one-way broadcast channel.
Here's where most agents go wrong: they think engagement means mindlessly liking every post or leaving generic comments like "Great post!" That's not engagement, that's spam.
On your own posts: Respond to every single comment like you're having a real conversation. If someone asks a question, answer it completely.
On other people's content: Add value, don't just take attention. Share your expertise when it's relevant.
Not sure what content you should post?
Let’s break down the types of content that actually keep people engaged and position you as someone worth following and eventually hiring.
Property walkthroughs are your bread and butter, but the ones that truly resonate with viewers go far beyond a simple room-by-room tour.
The most effective walkthroughs weave a story throughout the space, helping potential buyers picture their morning coffee ritual in that kitchen, their family movie nights in the living room, or their quiet moments unwinding in the master suite.
The Wrong Way: "This is the living room, it has hardwood floors. Here's the kitchen with granite countertops. This is the master bedroom with an en-suite bathroom."
The Right Way: "Okay, picture this, you're hosting Thanksgiving dinner and Uncle Bob is telling his same story for the tenth time. With this open floor plan, you can escape to the kitchen for more wine without missing a beat. And see this island? It's your command center for homework help, morning coffee, and late-night snacking."
Educational content is where you get to flex your expertise without being salesy. The key is addressing real problems with practical solutions. Don't create content that sounds like it came from a real estate textbook.
Explain concepts such as cash flow calculations for investors or home proceeds calculations for people looking to buy and sell.
Topics that consistently perform well:
First-time buyer guidance: "5 things I wish someone had told me before I bought my first house" or "Why your pre-approval letter isn't actually a guarantee (and what to do about it)."
Selling preparation: "The $50 fix that adds $5,000 to your home value" or "Why I tell my sellers to hide their family photos (and what to display instead)."
Humor is one of the fastest ways to build connections with people. When someone laughs at your content, they feel more connected to you as a person, not just as a service provider.
Content that works:
Market absurdities: "Houses in 2023: 'Cozy' means you can touch all four walls while standing in the center. 'Open concept' means they removed a wall and called it renovation. 'Move-in ready' means it has a roof."
Relatable homeowner struggles: Acting out the internal monologue of someone trying to stage their house. "Should I hide the fact that I have children? Do normal people have this many coffee cups?"
Good real estate memes work because they take formats people already understand and apply them to situations every buyer, seller, or agent recognizes. They're not trying to be original—they're trying to be relatable.
How to create memes that don't suck:
Use current formats: Don't try to bring back memes from the 2010s. Pay attention to what's popular right now and adapt those formats.
Keep text minimal: The best memes communicate their point quickly. If you need paragraphs to explain your meme, it's not working.
Quality matters: Blurry, poorly cropped, or hard-to-read memes reflect poorly on your brand. Use proper meme generators or design tools.
Tools like Canva, Mematic, or even built-in social media creation tools make it easy to create professional-looking memes.
Sharing and commenting on industry news positions you as the agent who stays on top of what's happening and, more importantly, understands what it means for real people trying to buy or sell homes.
Your value isn't in finding the news; it's in interpreting what that news means for your specific market and clients.
Examples of Industry News:
Interest rate changes: Don't just share that rates went up or down. Explain what that means for a typical buyer in your market.
Policy changes: New lending requirements, tax law updates, or regulation changes affect real people in real ways.
Local development news: New businesses, infrastructure projects, or zoning changes can significantly impact property values and lifestyle.
Read Deeper: Learn how to create a real estate content marketing strategy to secure more leads
{{CASESTUDY}}
Let's be real about something: social media marketing can absolutely take over your life if you let it.
The goal is to create a system that works for you, not one that works you to death. Let me show you how the most successful agents structure their social media efforts for maximum impact with minimum burnout.
The difference between agents who burn out on social media and those who use it successfully often comes down to the tools they use. The right software can turn a 3-hour daily social media commitment into a 30-minute one, without sacrificing quality or consistency.
Scheduling Platforms That Actually Work:
Later: Fantastic for visual planning, especially Instagram. You can see exactly how your feed will look before you post anything. The free version handles basic scheduling for most agents.
Hootsuite: More robust analytics and team management features. Great if you're working with an assistant or want detailed performance tracking across multiple platforms.
Buffer: Clean interface, reliable scheduling, and solid analytics. Their "Pablo" tool for creating quick graphics is surprisingly useful for real estate content.
Content planning is where most agents either succeed or completely flame out. The sweet spot is a planning system that lets you create a week's worth of content in 2-3 focused hours, then execute that plan with minimal daily effort.
The Weekly Content Planning System That Actually Works:
Strategy Session (45-60 minutes):
Batch Creation (60-90 minutes):
For agents looking to streamline their content creation even further, AI tools can be incredibly helpful for generating ideas and overcoming creative blocks.
Read Deeper: ChatGPT prompts for social media marketing to supercharge your planning process.
There comes a point in every successful agent's business where trying to do everything yourself becomes counterproductive. Social media is often one of the first things agents consider delegating, but it's also one of the easiest to delegate poorly.
The key is understanding which parts of social media require your personal touch and which can be handled by others without losing authenticity or effectiveness.
What You Can Delegate:
What Should Stay Personal:
Most successful real estate agents spend 15-30 minutes daily on social media once they have systems in place. This breaks down to about 10 minutes for engagement (responding to comments, participating in conversations) and 15-20 minutes for content creation and posting.
Start with the platform where your target clients spend the most time, but if you're unsure, I'd recommend Instagram for most agents.
Instagram is visual (perfect for real estate), has strong engagement across age groups, and offers multiple content formats (Feed posts, Stories, Reels) that let you experiment with different approaches.
Yes, but remove watermarks as it's about leverage. Creating something once then distributing across multiple channels works, but each platform has its own culture, format preferences, and audience expectations.
Here's the bottom line, social media isn't optional anymore for real estate agents who want to stay competitive. While your competitors are still relying on outdated marketing methods, you have an opportunity to build direct relationships with buyers and sellers exactly when they're making decisions.
For additional support in converting your social media followers into qualified leads, tools like the Realty AI chatbot can be integrated into your website to engage visitors 24/7, answer their property questions instantly, and capture their contact information while you focus on creating content during your busiest seasons.
Pick a platform. Create valuable content. Show up consistently. The results will follow
Don't let another potential client walk away because you weren't available to respond instantly. Madison's pricing is designed to pay for itself with just one additional deal per month.
Before you spend another dollar on marketing that doesn't convert, take 2 minutes to see how Madison turns your existing website traffic into a steady stream of qualified appointments.
Within just a few months, Realty AI helped Team Logue capture 15 high-quality leads, resulting in 3 new transactions worth over $3.3 million. This success generated an estimated $82,500–$95,000 in gross commission income (GCI).
Explore what Realty AI can do for your business
By contacting us you agree to both our privacy policy and our terms and conditions