Key Strategies for Real Estate Social Media Marketing

Everything is online now. From shopping to socializing, from finding a restaurant to buying a house—people turn to social media. The numbers don’t lie. 4.65 billion people use social media worldwide. That’s more than half the planet. And real estate? It’s no different. 90% of real estate agents already use social media to generate leads and sell homes.  And guess what? Leads from social media convert faster as Real Estate Social Media Marketing works great.

Why? Because people trust what they see. They want virtual tours, client testimonials, and behind-the-scenes glimpses. They want to feel the home before they ever step inside.

A real estate social media marketing plan isn’t just about posting listings.

It’s about storytelling.

It’s about engagement.

It’s about turning social media posts into sold homes.

Why Social Media Matters in Real Estate

Reach More Buyers Than Ever

Years ago, people drove around looking for “For Sale” signs.

Now, they scroll through social media platforms.

31% of referral traffic to real estate websites comes from social media.

That means nearly a third of all people looking for homes start their search on platforms like Instagram, Facebook, TikTok, and YouTube.

If you’re not active there, you’re invisible.

Engagement Drives Sales

It’s not just about being seen. It’s about keeping your target audience engaged.

• Listings with videos get 403% more inquiries than those without.

• Short-form content (Reels, TikToks, YouTube Shorts) performs better than static images.

• Interactive content (polls, Q&As, live tours) makes buyers feel involved.

Check out the best Real Estate Social Media Marketing Packages.

The Best Social Media Platforms for Real Estate

Not all social media platforms work the same way.

Some are great for showcasing properties with high-quality visuals.

Some are built for real estate professionals to connect with investors.

Some make it easier to reach first-time buyers and local sellers.

So, which social media marketing platforms should you focus on?

Let’s break it down.

1. TikTok: Goldmine for Real Estate Agents

A few years ago, no one thought TikTok would matter in real estate.

Now? It’s one of the most powerful ways to generate leads—especially among younger buyers.

Why?

• TikTok’s algorithm favors organic reach—you don’t need to spend thousands on ads.

• Short, engaging videos perform best, and real estate is all about visuals.

• Hashtag-driven discovery helps reach specific demographics like #FirstTimeBuyer or #LuxuryHomes.

TikTok Strategies for Real Estate Agents

1. Showcase properties in 30–60 seconds.

• Highlight unique features of a home.

• Add catchy music and on-screen text.

2. “Day in the Life” videos.

• Show the behind-the-scenes glimpses of a real estate agent’s daily work.

• Share funny or relatable moments from client meetings.

3. Educational content for first-time buyers.

• Explain mortgage tips in bite-sized videos.

• Offer quick market updates on home prices.

4. Storytelling through home transformations.

• Use before-and-after staging to make listings more appealing.

• Share success stories of buyers finding their dream homes.

Want to maximize your impact? Pair TikTok with Instagram Reels for cross-platform exposure.

2. Instagram: The Ultimate Visual Storytelling Platform

Instagram is the go-to platform for real estate marketing.

Why? Because real estate is visual, and Instagram is built for that.

Key Instagram Features for Real Estate Agents

1. Instagram Reels: The best way to reach a large audience.

• Use quick, high-quality property tours.

• Add trending sounds to boost engagement.

• Show unique selling points in under 30 seconds.

2. Instagram Stories: Perfect for real-time engagement.

• Use polls and Q&As to interact with potential buyers.

• Share daily updates on market trends, new listings, and price reductions.

• Add geo-tags to increase discoverability.

3. Direct Messages (DMs): Your lead conversion tool.

• Encourage inquiries with “DM for details” CTAs.

• Automate responses for common questions.

4. Instagram Highlights: Keep key content visible.

• Organize past listings, client testimonials, and neighborhood tours.

• Showcase important FAQs for first-time buyers.

Tip: Add a link in a bio that directs users to your landing page with featured listings.

3. YouTube: The Powerhouse for Long-Form and Short-Form Video

YouTube isn’t just for funny videos.

It’s one of the most powerful social media platforms for real estate.

Why?

• YouTube videos rank on Google—helping buyers find your listings.

• Long-form content builds trust and authority.

• YouTube Shorts give you a TikTok-like reach for quick engagement.

YouTube Strategies for Real Estate Professionals

1. Full property walkthroughs.

• Film a high-quality property tour showcasing every detail.

• Provide narration with valuable insights about the home and neighborhood.

2. Neighborhood guides.

• Share local hotspots like cafes, schools, and parks.

• First-time buyers love learning about their potential new community.

3. Home-buying tips & educational content.

• Break down mortgage rates, home inspections, and investment strategies.

• Position yourself as a trusted expert in the real estate industry.

4. Behind-the-scenes agent content.

• Show a day in your life as a real estate agent.

• Share market trends and success stories from past clients.

Tip: Cross-promote your YouTube content on Instagram, TikTok, and Facebook to drive traffic.

4. Facebook: Still Essential for Real Estate Marketing

Facebook might not be as trendy as TikTok, but it’s still one of the best social media platforms for real estate marketing.

Why Facebook Still Works for Real Estate

1. Facebook Groups build an exclusive community.

• Create a private group where buyers get early access to listings.

• Post market updates, new properties, and success stories.

2. Facebook Marketplace: A hidden gem for real estate.

• List properties for sale and connect with local buyers.

• Use targeted ads to reach specific demographics.

3. Facebook Live: Real-time property showings.

• Host live open houses where buyers can ask questions.

• Provide market insights in an interactive format.

4. Facebook Ads: Hyperlocal targeting.

• Use targeted ads to reach people looking for homes in specific areas.

• Retarget people who viewed your listings but didn’t reach out.

Tip: Use Facebook posts with engaging captions and high-quality property photos to drive engagement.

5. LinkedIn: The Go-To Platform for Luxury and Investment Real Estate

LinkedIn isn’t just for job seekers.

It’s a goldmine for networking with investors, developers, and high-end buyers.

How Real Estate Professionals Can Leverage LinkedIn

1. Position yourself as a luxury expert.

• Share market insights and luxury real estate trends.

• Highlight success stories from past high-end sales.

2. Connect with other industry professionals.

• Build a professional network of mortgage brokers, interior designers, and architects.

• Engage with other real estate professionals to expand your reach.

3. Post long-form articles with valuable content.

• Write about market updates, investment opportunities, and first-time buyer tips.

• Become a go-to resource in the real estate industry.

4. LinkedIn Groups for investor networking.

• Join or create real estate investment groups.

• Share exclusive off-market deals and investment insights.

Tip: If you specialize in luxury presence, LinkedIn is the place to be

Which Social Media Platforms Should You Focus On?

The key? Create content that fits the platform.

• Use Instagram & TikTok for short videos.

• Use YouTube for long-form property tours.

• Use Facebook for community building & ads.

• Use LinkedIn for high-value networking.

Want to learn how to maximize your strategy?
Check out Top Real Estate Social Media Strategy Tips.

Content Strategies That Work in 2025

In real estate, social media isn’t just about posting listings anymore. It’s about telling a story, making connections, and helping people visualize their dream home before they ever step inside.

It’s about keeping your audience engaged with creative, interactive, and valuable content.

So, what’s working in 2025? What kind of content is getting attention, generating leads, and actually converting followers into buyers?

Let’s break it down.

1. AI-Powered Virtual Staging

Ever walked into an empty house and struggled to imagine what it could look like?

That’s exactly why virtual staging has taken over real estate marketing. But in 2025, we’re taking it up a notch.

With AI-powered virtual staging, buyers don’t have to guess what an empty or outdated space could look like—it’s shown to them instantly.

Here’s how it works:

• A buyer looks at a property listing online.

• They swipe on an interactive slider that shows the “before” (empty room) and “after” (fully furnished, stylish space).

• They can even customize it—choose different furniture styles, color schemes, or layouts.

This makes listings more engaging, more interactive, and way more effective.

Think about it: if a buyer can already see a home’s potential, they’re more likely to reach out and schedule a showing.

And the best part? No need for expensive staging—AI does it for you.

2. Augmented Reality (AR)

Imagine this: A buyer is standing in an empty home. They pull out their phone, open Instagram or Facebook, and suddenly…

They can place a couch in the living room. A bed in the master suite. A dining table right where it should be.

That’s Augmented Reality (AR)—and it’s changing the way people buy homes.

With AR filters on social media platforms, buyers can:

• Visualize furniture in an empty space before they even move in.

• Experiment with different styles and layouts in real-time.

• Walk through virtual neighborhood tours to explore the surrounding area.

For real estate agents, this means you can offer a high-tech, immersive experience without buyers even stepping inside a home.

It’s engaging, futuristic, and—most importantly—it helps homes sell faster.

3. Behind-the-Scenes Real Estate Content

People love a good story.

And in real estate? The best stories come from the everyday hustle—the challenges, the wins, the behind-the-scenes moments that most buyers never get to see.

Forget overly polished, picture-perfect content. In 2025, buyers want real.

Here are a few ways to bring your audience into your world:

• A day in the life of a real estate agent—the early morning meetings, the property tours, the last-minute staging before an open house.

• Real challenges in real estate—a tough negotiation, a deal that almost fell through, the excitement of closing day.

• “Guess the listing price” challenges—post high-quality photos of a home and let your followers take a guess before revealing the actual price.

These kinds of posts do two things: they educate your audience and they keep them engaged.

They make you relatable. Trustworthy. Someone buyers feel comfortable reaching out to.

And that? That’s how you build relationships that turn into sales.

4. Neighborhood Time-Lapse Videos

Buying a home isn’t just about the house itself—it’s about the local community.

People want to know:

• How has the neighborhood changed over time?

• What’s being built nearby?

• Are other selling property values increasing?

That’s why time-lapse neighborhood videos are gaining popularity.

Think of it like this:

• Show an old image of a neighborhood from 10 years ago.

• Show the same spot today—new restaurants, parks, and developments.

• Talk about the market trends—why home values are rising and what makes this area a great investment.

It’s storytelling meets real estate marketing.
And it’s powerful.

Because when buyers can see how a neighborhood has grown and improved, they feel more confident investing in it.

5. Exclusive VIP Groups for Buyers

People love feeling like they’re getting inside access.

So, what if you could create a members-only group where serious buyers get first dibs on new listings?

That’s exactly what many real estate professionals are doing with Facebook groups and Telegram channels.

Here’s how it works:

• You create a private group for buyers in your area.

• You post off-market listings before they hit the public.

• You share exclusive market insights and local events.

• You give members early access to open houses and virtual tours.

This creates urgency. It builds meaningful connections. It makes buyers feel like they’re part of something special.

And when do people feel exclusive? They act faster.

The Power of Influencer Marketing in Real Estate

People trust people more than they trust ads.

When someone is thinking about buying a home, they don’t just scroll through listings. They look for opinions, experiences, and recommendations. They want to hear from real people, not just real estate agents.

That’s where influencer marketing comes in.

Influencers aren’t just for fashion and beauty brands. They are everywhere—fitness, food, travel, business, and yes, even real estate social media marketing.

If a local lifestyle influencer shares a video of a stunning new home with a caption like, “Dream home goals 😍—Who else is ready to move in?”
That home instantly gets thousands of eyes on it.

And here’s the magic:

• Those followers already trust the influencer.

• If the influencer recommends something, it feels personal, not like an ad.

• It creates real engagement—comments, shares, conversations.

Who Are the Best Influencers for Real Estate?

You don’t need to partner with a celebrity. In fact, micro-influencers (people with 5,000–50,000 followers) often bring better results because they have a highly engaged audience.

Here are a few influencer types that can help grow your real estate business:

1. Local Lifestyle Influencers

These are people who showcase the best restaurants, coffee shops, parks, and experiences in the city. Their followers are often local buyers who are invested in the community.

How to collaborate:

• Invite them to an open house and let them document their experience.

• Ask them to review a new luxury apartment complex.

• Have them share a before-and-after renovation story from one of your listings.

2. Interior Designers & Home Decor Experts

These influencers already attract people who are obsessed with homes. Their audience is made up of potential buyers, homeowners, and investors who love design.

How to collaborate:

• Have them create a home styling video using one of your listings.

• Partner with them for a “How to stage your home for a quick sale” post.

• Feature them in your Instagram Stories offering tips on making a space look more modern.

3. Financial & Investment Influencers

Buying a home is a huge financial decision. People often turn to financial influencers for advice on real estate investments and mortgage planning.

How to collaborate:

• Host an Instagram Live Q&A with a financial expert explaining mortgage options.

• Create a joint YouTube video about “How to buy your first home in 2025.”

• Have them break down market trends and why it’s a good time to buy.

4. Real Estate Enthusiasts & DIY Home Bloggers

These are the influencers who tour homes, talk about home value, and share success stories of homebuyers.

How to collaborate:

• Give them an exclusive first look at a new property.

• Have them do a walkthrough tour of a luxury home and post it on YouTube.

• Partner with them for a giveaway (e.g., free home staging consultation).

The Secret to a Successful Influencer Partnership

Working with influencers isn’t just about paying them to post about your listing. It’s about building a meaningful connection that feels authentic.

Here’s how to make it work:

– Pick influencers who match your brand. Their audience should include potential clients in your market.

– Let them be creative. Influencers know what their audience likes. Don’t force them to sound too “salesy.”

– Offer value, not just promotion. Instead of saying, “Look at this home for sale,” try, “Here are 5 things to look for when buying a home—featuring this amazing new listing.”

– Engage with the audience. When people comment on the post, respond! Answer questions, start conversations, and build relationships.

Challenges & Considerations in Real Estate Social Media Marketing

Social media is powerful. It brings in potential clients, builds trust, and helps real estate agents grow their businesses.

But let’s be real—it’s not always easy. The landscape is always changing, and what worked yesterday might not work tomorrow.

Here are some of the biggest challenges real estate professionals face and how to handle them.

1. Social Media Algorithms Keep Changing

One day, your posts are getting thousands of views. The next? Barely anyone sees them.

That’s the algorithm at work. Platforms like Instagram, Facebook, and TikTok constantly tweak how content is ranked. Sometimes, they prioritize short-form videos. Other times, they push interactive content like polls and Q&As.

So, how do you stay ahead?

• Keep testing. Try different content formats—videos, carousels, Stories, Reels.

• Engage more. The more people comment and interact with your post, the more the algorithm favors you.

• Stay updated. Follow platform updates so you know what’s working now.

2. Too Much Sales Content Can Push People Away

Nobody wants to be sold to all the time.

If every post screams, “BUY THIS HOUSE!” or “LIST WITH ME!”, people will tune out. Social media is about connection, not just selling.

A good rule of thumb? The 70/30 Rule.

• 70% engaging content – market updates, behind-the-scenes glimpses, tips for first-time buyers, community spotlights.

• 30% promotional content – property listings, client success stories, open houses.

Think about it this way: Would you follow an account that only pushes sales? Probably not. But an agent sharing valuable market insights, home decor trends, and fun local spots? That’s worth following.

3. Negative Reviews & Online Reputation Management

It’s bound to happen.

Maybe a deal fell through. Maybe a client wasn’t happy. Or maybe someone just had a bad day and left a negative comment.

How you handle it makes all the difference.

• Don’t ignore bad reviews. Address them professionally and show that you care.

• Encourage happy clients to leave positive reviews. A handful of good reviews can drown out a bad one.

• Stay calm. A defensive response can do more harm than the bad review itself.

People understand that mistakes happen. What they look for is how you respond.

4. Consistency is Hard, But It’s Key

Posting once a month won’t cut it. Neither will be posting every day for a week and then disappear for a month.

Social media rewards consistency. But let’s be real—real estate is busy. You’re juggling showings, negotiations, and client calls.

So, how do you keep up?

• Plan your content in advance. A simple content calendar can keep you on track.

• Batch-create content. Spend a couple of hours recording multiple videos so you’re set for the week.

• Use scheduling tools. Platforms like RecurPost can automate your posts, so you don’t have to do it manually every day.

A steady presence keeps your brand top-of-mind for potential buyers and sellers.

5. Balancing Personal & Professional on Social Media

Your social media should reflect your personality—but where do you draw the line?

Should you share personal moments? Family outings? Your morning coffee?

It depends on your brand. Some agents build a strong personal brand by sharing their daily lives. Others keep it strictly professional.

A good balance?

• Share relatable moments—like the excitement of closing a deal or the reality of a busy workday.

• Keep private moments private—but let people see the human behind the business.

• Engage in real conversations. Reply to comments of prospective clients, answer questions, and build relationships with your audience.

People do business with those they trust. A little personality goes a long way.

6. Keeping Up with Trends Without Losing Focus

It’s tempting to chase every new trend, but here’s the truth: Not every trend is worth following.

Instead of spreading yourself thin:

• Pick 2-3 key platforms and focus on mastering them.

• Adapt trends that fit your style—don’t force it.

• Keep your main goal in mind: to do lead generation and close deals.

7. The Challenge of Getting Engagement

Ever feel like you’re posting into the void? Like nobody is liking, commenting, or sharing your content?

Here’s the thing—people don’t engage with boring, generic posts.

They engage with valuable content. Here are a few examples:

• Ask questions. “What’s your dream home style?”

• Share a compelling story. A heartwarming first-time buyer success story works wonders.

• Make it interactive to maintain visibility. Polls, Q&As, and “This or That” posts boost engagement.

The more you actively engage, the more interested buyers will engage with you.

8. The Pressure to Be on Every Platform

Facebook, Instagram, TikTok, LinkedIn, YouTube… it’s a lot.

But guess what? You don’t need to be everywhere.

Instead of trying to manage five platforms poorly, focus on the ones where your audience is.

• Doing targeted advertising for luxury buyers? LinkedIn and Instagram might be best.

• Want to connect with first-time buyers? TikTok and YouTube Shorts are great.

• Working with local families? Facebook Groups and community-based content will work wonders.

Find where your audience spends time. Master those platforms first.

Essential Tools for Real Estate Social Media Marketing

1. RecurPost

RecurPost is a social media scheduling tool that helps manage posts across multiple platforms. Features include:

• Recurring Updates: Schedule recurring updates to keep your content fresh.
• Content Library: Store evergreen posts for easy access.
• Detailed Analytics: Track engagement and performance metrics.
• Pricing: Starts at $25 per month for individual users.

2. Canva

Canva simplifies creating professional visuals for social media posts. Key features include:

• Templates: Use customizable templates tailored for real estate marketing.
• Design Tools: Create high-quality images and graphics easily.
• User-Friendly Interface: Perfect for creating everything from flyers to social media graphics​.

3. ChatGPT

ChatGPT assists in content creation by generating ideas, writing copy, and interacting with your audience. Key benefits include:

• Content Generation: Generate posts, property descriptions, and responses.
• Consistency: Maintain consistent communication with your audience.
• Interactive Engagement: Respond to comments and messages effectively​.

4. Animoto

Animoto allows you to create high-quality videos easily. Key features include:

• Video Creation: Produce virtual tours, client testimonials, and market updates.
• User-Friendly Interface: Accessible for all skill levels.
• High-Quality Output: Highlight property features dynamically​.

5. Lumen5

Lumen5 transforms blog posts into engaging videos. Key features include:

• Video Creation: Convert written content into videos.
• AI-Driven: Simplifies the video creation process.
• Wide Reach: Perfect for platforms like YouTube and TikTok.

Tip: Essential tools for real estate social media marketing include platforms that enable real estate social media automation, allowing you to schedule posts, manage listings, and engage clients seamlessly—all while saving time and increasing your reach. A real estate digital marketing agency can help you choose the right tools and tailor automation strategies to enhance your marketing efforts.

Final Thoughts on Real Estate Social Media Marketing Plan

The way real estate works has changed. Video content is now the most powerful tool to boost social media presence, AI is shaping the future of real estate marketing strategy, and authenticity is what truly connects with buyers. Social media is no longer optional—it’s essential. If you’re still treating it as an afterthought, you’re already falling behind. The key to success is staying consistent, engaging with your audience, and adapting to new trends.

If you want to grow your business on several social media channels, generate leads, connect with other real estate agents, and sell more homes, you need to take action now. Start creating a social media account, share user-generated content, and try sharing valuable insights, build relationships, and make social media work for you.

Frequently Asked Questions

Ayushi Jain

Ayushi Jain is a content writer with expertise in creating engaging, SEO-friendly content across various industries. With a focus on storytelling and clarity, she helps brands connect with their audience effectively.