Real Estate Social Media Marketing Guide (2025)

Today’s homebuying journey starts online. Many potential buyers begin their search by browsing properties for sale digitally, highlighting the shift from traditional methods to digital exploration. For real estate businesses, this means having a strong online presence is no longer optional, it’s essential.

Social media is one of the most powerful (and affordable) ways to connect with future clients, showcase your expertise, and stay top of mind in a crowded market.

In this comprehensive guide, we'll walk through everything you need to know to build an effective real estate social media presence in 2025 – from platform selection and content planning to ad strategies and common pitfalls to avoid. Let’s dive in!

Why Social Media Matters for Real Estate Agents

Social media isn't just a trend, it's a powerful tool in the real estate industry. According to the National Association of REALTORS® (NAR) most recent survey data, 52% of respondents reported that social media generated their highest number of quality leads in the past year, outperforming CRM systems and local MLS platforms.

But why exactly does social media matter so much in real estate? First, it's where your clients are spending their time. The average American spends about 2.5 hours on social media daily. When someone's thinking about buying or selling a home, they're likely researching agents and properties on these platforms.

Social media also gives you authentic relationship building. You can showcase not just properties but your personality, expertise, and local knowledge. This builds trust before clients ever meet you in person.

Visual storytelling sells properties! Real estate is inherently visual, and social media's emphasis on photos, videos, and virtual tours aligns perfectly with showcasing properties.

Plus, the cost-effectiveness is unbeatable. While traditional marketing have their place, social media marketing gives you an incredible return on investment compared to traditional advertising channels like print or billboards.

The first step: know your audience

Before we jump into strategies, platforms, and posting, it's crucial to know who you're trying to reach. Who are you really talking to?

The first rule of effective social media marketing is understanding exactly who you're trying to connect with. This will not only guide your content but also help you choose the best platforms and the right strategy.

In real estate, your audience typically falls into key segments:

These groups can be further categorized as: potential sellers, potential buyers or past clients. Each group has different concerns, questions, and motivations. Tailoring your content to address the specific needs and interests of these groups will make your social media efforts more effective.

Best Platforms for Real Estate Marketing

Not all social media platforms are made equal. That’s why we talked earlier about understanding your audience, because if you’re marketing homes, you want to show up where your potential buyers or sellers already are. Choosing the right platform can be the difference between crickets and closings. If your ideal clients are scrolling Instagram at night or networking on LinkedIn during lunch, that’s where you need to be.

So first, let’s break down the most popular social platforms for real estate:

Most successful agents focus deeply on 2-3 platforms rather than trying to maintain a presence everywhere.

What platforms real estate agents are actually using

We know what each platform is good for, but what are real estate professionals actually using? According to the latest Technology Survey from the National Association of REALTORS® (NAR):

• 87% of realtors use Facebook
• 62% of realtors use Instagram
• 48% of realtors use LinkedIn
• 25% of realtors use YouTube

These numbers show where the industry is spending time, but what’s really working on those platforms?

We asked a few professionals in the field to weigh in:

“By using Instagram Reels to sell unique aspects of properties, I have seen engagement levels rise by 35%. LinkedIn has also been helpful when reaching out to investors and building leads, especially in B2B real estate deals.”
‍— Devin Ramos, Founder & CEO of Simplifi Real Estate & Maid in America Cleaning Services

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“With 11 years in property and real estate social strategy, I’ve seen firsthand how platforms like Instagram Reels and LinkedIn Stories can turn passive scrollers into serious buyers. One recent example: A listing for a London townhouse brought in 12 qualified leads within 72 hours of posting 'unfiltered' video tours that highlighted unique period details.”
— Charles Whitehead, Director of Pearl Lemon Properties

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“Our most effective channel has been Instagram—using Reels and carousel posts to showcase properties, local market trends, and behind-the-scenes content. We recently had a single Instagram Reel featuring a neighborhood spotlight drive over 15,000 local views and result in 12 property inquiries.”
‍— Mark Sanchez, Founder of Gator Rated, a real estate platform

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“Social platforms like LinkedIn and Facebook are fantastic for showing off listings and connecting with buyers in real estate. For example, an agent I worked with successfully sped up the sales process by running targeted Facebook ads for virtual home tours.”
‍— Adam Yong, Founder of Agility Writer

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"Platforms like Instagram and Facebook are fantastic for visually scouting potential properties and getting a feel for different neighborhoods. LinkedIn helps me connect with other professionals, which can lead to off-market opportunities. Even platforms like Twitter can provide real-time insights into market sentiment and economic news."
— Matt Vukovich, President of Matt Buys Indiana Houses

These expert insights, paired with the data, tell us two things:‍

(1) agents clearly recognize the value of social media, and (2) many are diversifying their presence to reach different segments of their audience—and they're seeing real returns.

Content Strategy: What to Post and How Often

The content question is what trips up most agents. And again, this is totally tied to your audience. So the first question is: what your audience wants to see?

A good strategy is using the formula follows the 80/20 rule: 80% value-giving content, 20% promotional content.

For that 80% value portion, consider content like:

• Local market updates with actual insights (not just "it's a great time to buy!")
• Neighborhood spotlights featuring local businesses
• Home maintenance and improvement tips
• Client success stories (with permission)
• Behind-the-scenes glimpses of your process
• Educational content about financing, inspections, or the closing process
• Before/after renovation reveals
• Answers to common questions you receive

For the 20% promotional content:

• New listings with professional photography
• Virtual tours
• Open house announcements
• Just sold announcements (with actual sale data if possible)
• Client testimonials

And don’t forget: People hire people they like, so don't be afraid to occasionally share appropriate personal content that builds connection. Here’s a great example from Martin Boonzaayer, CEO of The Trusted Home Buyer:

I went live during a walkthrough of a distressed property and talked through my thought process. A seller who had been following me for months finally reached out saying, “I feel like I know you now—I trust you more than anyone else I’ve
talked to.” Social proof goes a long way when you’re in people’s feeds regularly.

That’s the power of showing up authentically and regularly in someone’s feed.

👉 If you’re still wondering what to post on real estate social media, we’ve got you covered with 15 content ideas and a free calendar template to help you stay organized and inspired.

How often should realtors post on social media?

Consistency and quality are key to a real estate social media strategy. As Arthur Favier, CEO of Oppizi and expert in effective marketing strategies points out, consistency is everything. One or two posts won't move the needle. Social media rewards frequency, relevance, and adaptability.

Now, this doesn’t mean you have to post every single day, but showing up one day and vanishing for the next 6 months won't help.

Most professionals find that 2-4 posts per week across platforms works best for them. But finding your ideal posting frequency depends on two things:

• Your audience’s expectations
• The platform you’re using (what works on Instagram might not work on LinkedIn)

For time management, the batch content creation approach works well for busy agents. Set aside 2-3 hours once a week to create multiple posts rather than trying to create content daily.

Automation tools can also help tremendously. Using social media scheduling tools like MeetEdgar helps maintain your social presence even during busy periods and saves a lot of time.

Real Estate Ads: Do They Work?

The short answer: Yes, but only when strategically deployed.

According to Predis.ai, 48% of real estate agents believes that social media ads are the most effective marketing strategy. But despite those promising stats, paid ads can feel like tossing money into a void if you’re not doing them right. But when done with intention and strategy, they can be incredibly effective for generating leads and building trust with future clients.

As Nathan Mathews, CEO and founder of Roofer, puts it: “Never treat paid ads like a megaphone.”.

He’s spot on. Nathan shared that they spent $800 on boosted Reels and got zero conversions. But when they reworked that same content into a carousel post titled “Is your roof silently leaking?” and spend just $150, the cost per lead dropped from $72 to $14. Why? Because the content was curiosity-driven, helpful, and spoke directly to a problem people didn’t know they had.

Johell Aponte from Move On House Buyers shares a similar approach. His team uses Facebook ads not just to sell, but to educate offering selling tips, sharing real client stories, and building trust with homeowners who are exploring their options. That kind of value-first content drives leads that are warm and ready to convert.

The key takeaway here: focus on value, not volume. Your ad shouldn't scream for attention, it should spark interest and offer a solution.

Mistakes to Avoid on Real Estate Social Media

We gathered insights from real estate professionals and marketers who have seen what works and what doesn’t when it comes to social media. Here are some of the most common missteps to avoid, so you don’t have to learn the hard way.

1. Posting without a plan

If you post randomly, it’s hard to stay consistent or get good results. Many agents only post when they have something to sell, and that’s not enough. Consistency builds trust and keeps your audience engaged over time.

2. Only selling, never helping

If every post is a sales pitch, people will tune out. Use your content to educate, explain, and guide. Share tips for homebuyers, answer common questions, and walk through real situations. This positions you as a helpful expert, not just another agent.

3. Not talking to your audience

Social media is not a one-way channel. Some agents post but never reply to comments or messages.

Don’t just post and disappear. Take time to respond to comments, reply to DMs, and engage with others. These small actions build real relationships that often lead to referrals and sales.

4. Hiding behind the brand

People connect with people, not logos. Show your face, speak casually, and share real moments from your work. Whether it’s a short video or a story post, authenticity helps build trust faster than any polished promo ever could. People trust people. If your profile only shows listings and logos, it’s harder to connect.

5. Not using storytelling

Just showing a house’s features isn’t enough sometimes. People like real stories and every home and every client has a story. If you focus only on features and square footage, you miss the chance to connect. Use storytelling to make your content more relatable and memorable.

6. Ignoring local reach

Your followers need to be local to become clients, right? Neglecting local content and reach makes it harder for local people to find you. Your unique value is your local market knowledge, so showcase it! And use local hashtags and tag your city in posts to improve visibility where it matters most.

7. Ignoring analytics

Not reviewing what works leads to repeating ineffective strategies. Set up a monthly reporting system that focuses on conversion metrics rather than engagement metrics. Track which types of content generate not just engagement but actual business inquiries.

Putting It All Together

Now it's time to turn these insights into action!

Start by understanding your audience—what they care about and how they use social media. Choose the platforms where they’re most active. Plan your content with a healthy mix of helpful, authentic, and engaging posts. Batch-create your content so you’re not scrambling to post every day, and schedule ahead to stay consistent without the stress.

Want to make your life easier? Let MeetEdgar put your social media on autopilot, so you can focus on building real connections and closing more deals.