A real estate agent’s guide to social media
August 13, 2025
Social media isn’t just for sharing selfies and vacation photos. It’s an influential tool real estate agents use to connect with clients, showcase listings and build their brand. With these strategies, agents turn likes and shares into leads and sales.
Embrace your unique story and share it
You’re not just another real estate agent – you’ve got a story to tell. Share who you are, your values and what makes your real estate business unique. Authenticity is key, so let your true self show through by sharing why you became an agent, what drives you and what you love about your job. When you let your personality shine, you become relatable to your audience.
Use a social media content calendar
A content calendar helps you plan, create and promote your real estate business.
It keeps your social media content:
Streamlined: Instead of struggling to keep track of notes and deadlines, a content calendar consolidates everything in one spot.
Consistent: Your audience thrives on consistency. Post regularly to build your brand’s credibility and keep your followers engaged.
On Track: Plan in advance to reduce stress so you’re able to work ahead, post consistently and create value for your audience.
Flexible: A content plan helps you adjust plans as needed for business updates, community needs or industry changes.
Collaborative: If you have an advertising partner, a calendar acts as a communication tool outlining who’s responsible for what and when.
Data-driven: A content calendar lets you track your data and identify what’s working to refine your strategy.
Get to know your audience
It’s time to get personal with your audience. Understand what makes them tick, what they love and how to connect with them on a deeper level. This knowledge is your strategy to create social media content that drives results.
Each group of real estate buyers has unique priorities. Knowing these needs helps you determine what type of content will connect with each client.
First-time homebuyers
New to the process of finding and buying a home
Need guidance through financing, inspections and paperwork
Worry about making the right choice and avoiding mistakes
Families looking to upgrade
Want more space for growing needs
Focus on good schools, safe neighborhoods and amenities
Concerned about selling their current home while buying a new one
Empty nesters downsizing
Seeking a smaller, easier-to-maintain home
Interested in comfort, convenience and low upkeep
May feel emotional about leaving a family home
Investors
Looking for properties with rental or resale potential
Focus on return on investment and market trends
Value speed, efficiency and data-driven decisions
Real estate social media content that connects
To connect with your audience, center social media content around what matters most to your buyers and sellers and build your reputation as a leader in real estate. This means featuring homes and assisting your clients throughout the process to build trust and referrals.
Help buyers envision life in a new home by highlighting perks that appeal to them. These motivators often play a bigger role in decision-making than square footage or curb appeal.
Include topics on what motivates someone to buy:
Wellness and fitness options like pools, parks, walking/biking trails and community rec centers
Child-focused areas like playgrounds, daycares, pre-schools, after-school programs or enrichment programs
Activities like museums, libraries, art galleries, music venues and theaters
Essentials like grocery stores, gas stations, restaurants and healthcare facilities
Transportation access to major highways or public transit
Buying or selling a home is a major event. Use your expertise to address pain points buyers might have during the purchase process and offer reassurance to help clients feel more confident.
Start with topics like:
Tips to manage stress during the buying/selling process
Fear of overpaying or what happens in a bidding war
Difficulty finding the right property
Discovering what you can live with and what you can’t
Understanding inspections and appraisals
Real estate listings are extremely popular, even to those not buying a home. Use social media to bring the house or property to life. Make someone want to live there.
You can appeal to buyers’ wants and needs when you:
Tell a story – paint a picture of the life the home offers
Highlight key features and create virtual tours
Post before a listing goes live to generate excitement
Promote open houses with visuals and map directions
Share client testimonials and selling/buying success stories
Being a helpful resource builds authority and trust for your real estate agency. Share timely, relevant insight that guides your community through each stage of their journey, with:
Details on local market trends, interest rates and inventory levels
Advice on applying for a mortgage, putting a home up for sale, negotiating offers, understanding closing costs, etc.
Regular updates on current mortgage rates and how they affect buyers and sellers
Create social media content that looks good and performs better
Say goodbye to cookie-cutter content and hello to content that grabs attention with these tips:
Always have a consistent visual identity, such as your logo, colors and fonts and ensure your brand’s voice and tone are the same across every platform.
Mix up your posts with eye-catching visuals, informative videos, engaging polls, informative blog teasers, carousel posts, user-generated content features and more.
Keep it fresh, keep it interesting and keep posting. A consistent and creative social media presence is the foundation of a standout brand.
Pro tip: Use professional videographers to showcase a property in its best light and make it stand out.
Supercharge your reach with targeted ads
You don’t need a big advertising budget to make a big impact. With targeted ads, you can reach potential buyers and sellers based on their interests, demographics, location and more. Use compelling call to actions to capture leads like “Request a Free Home Valuation” or “Sign up for our weekly e-newsletter!”
Strengthen your reach with paid social media advertising:
Facebook & Instagram ads: Target by age, location, interests and more.
YouTube ads: Serve ads to people most inclined to engage with your agency.
Google ads: Ready when people search for real estate agents or agencies.
LinkedIn ads: Great for business-to-business and real-estate investor marketing.
X ads: Blend in with real-time conversations and trending topics.
Stay top-of-mind with your audience by retargeting relevant ads. These reconnect with people who’ve already shown interest by serving follow-up ads to people who:
Watch your videos
Click your ads
Like, comment or share your post
Follow your page
Geotargeting focuses your ads on specific locations for higher engagement, qualified leads and a solid ROI for your ad spend.
Most social media platforms let you target by:
State
Zip code
County
City
Radius around a pin (e.g., 5 miles around your agency)
If you want your social media ads to reach the right audience, SEO optimization ensures your content is easily found, using keywords and best practices so your brand stands out whether on Facebook, Instagram or LinkedIn.
Connect and grow your brand on social media
You don’t want to just post on social media. You also want to participate. Respond to comments, have conversations with your followers and show them you value their support. This interaction builds relationships, loyalty and lasting connections.
Ask your clients to become your advocates and referral sources. Encourage them to share their experiences and tag your business. It’s one of the most effective ways to drive engagement and offers social proof to inspire others to choose you to be their real estate agent. Remember to always acknowledge and thank people who tag your business or leave comments.
Expand your reach by teaming up with influencers who share your brand’s values and vision. Partner with local interior designers or home builders to talk about the latest trends in the design and home improvement industry. It’s a great way to introduce your agency to new audiences and grow your authenticity as a real estate agent.
Follow legal guidelines for social media
When using social media as a real estate agent, it’s important to follow all legal and ethical standards. This protects your business and your client.
Keep these things in mind with your content calendar and posts:
Always comply with fair housing laws by avoiding language that could be seen as discriminatory.
Make sure your property descriptions and claims are honest and accurate.
If you’re representing a property, clearly state your role as an agent.
Respect your clients’ right to privacy.
Never share client information or images without their permission.
Social media is your source for building your brand and generating client leads. While it takes time and effort, your long–term strategy will keep you top-of-mind with current and future clients. You want to be the first person they think of when they’re ready to buy or sell.
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