Are your property posts getting attention but not turning into sales?
Real estate social media is where 96% of home buyers start their search, and with 82% of real estate businesses already active on these platforms, you can see why it’s so hard to turn likes into real clients.
But you’re at the right place! We, at Matter Solutions, have been helping businesses win clients from Google since 2000. Our technical expertise and strategic digital marketing can help you succeed in the 2025 market and join the 46% of agents who rely on social media for their best leads.
In this guide, we’ll share what actually works in real estate social media marketing and strategies that will turn your social presence into a lead-generating machine.
Let’s begin by looking at why social media is so important for real estate agents.
Why Real Estate Agents Can’t Ignore Social Media Marketing
Today’s buyers do their homework long before picking up the phone.
They scroll through Instagram Reels to see what different neighbourhoods are like, then watch TikTok property tours to walk through homes from their sofa. After that, Facebook ads help them compare listings without ever leaving home.
Now, it doesn’t always play out this way, but you get the picture. Our findings tell us that about 74% of buyers check real estate on social media, which means they often know what they like before they even call you.
That brings us to what we think is the most striking thing about being active on real estate social media.
Personal Brand Builds Real Trust
Yes, you can’t (and shouldn’t) ignore having a personal brand, even when showing properties. Social media might be “fake”, but people still want to see personality. And a strong personal brand is what helps top agents stand out and stay ahead.
But some accounts have thousands of followers and still don’t get enough leads, so here’s an early reminder: quality leads matter more than likes or vanity numbers.
Now, if you understand the “why”, we can move on to where to focus your efforts.
Best Social Platforms for Real Estate Marketing
Different social media platforms work in different ways for real estate agent marketing. Some will give you much better results than others. Here’s what you need to know about each one.
Facebook Property Ads
Facebook is still the best place to find local buyers and sellers. About 92% of US real estate agents use Facebook to find new clients.
You can choose who sees your ads by area, age, and income, which makes it much easier to reach the right people. Facebook property ads also get clicked 1.59% of the time they’re shown, which is pretty good compared to other types of advertising (often <0.5%) (source).
Instagram Real Estate Marketing
Instagram works best when you show more than just house photos. We mean, try mixing your property pictures with posts that show what life in the area is like. Posts with multiple photos in a carousel format also tend to get lots of engagement.
Tip: Instagram Reels get 12.6% more likes and comments when you add hashtags, so don’t forget to include them.
TikTok Property Tours
As of 2024, only 15% of real estate agents are using TikTok (source). So, POV: this is your sign to open an account and make your name early!
You can start by making short property tours. Neighbourhood highlights work really well on the platform, too.
LinkedIn Real Estate Networking
LinkedIn is a great way to connect with other professionals who can send you referrals. Start sharing market updates and useful tips to build your reputation as a local expert.
Now all you need is the right content to stand out from other agents.
See also: How AI Is Enhancing Augmented Reality Shopping Experiences
Tools and Content That Drive Real Estate Success
The secret to social media success has always been knowing what to post and having the right tools to help you stay organised. Here’s what successful agents are doing in 2025.
Content Mix for 2025
Your social media is like a good conversation, which means you need different topics to keep your audience interested and engaged with what you’re sharing. Let’s explore some ideas:
- Instead of showing empty rooms, let buyers see how real families actually live in the space, so they can imagine themselves living there too.
- Quick property tours, happy clients’ experiences, and fun neighbourhood highlights make short-form videos engaging because they show real life in a way that’s easy to watch and relate to.
- Offer simple tips for first-time buyers, easy-to-understand mortgage advice, and updates on your local market to help your audience feel more confident and informed.
- Local coffee shops, great schools, and weekend events show what makes your area a special place to live, helping potential buyers imagine themselves enjoying life there.
Planning & Consistency
This is something we all know by now: posting whenever you remember won’t build a strong following. The agents who get real results also plan their content weeks in advance using simple content calendars.
We recommend batching your work by filming several videos in one afternoon. Then you can schedule them to post throughout the following weeks. Many successful content creators follow this approach because it saves time and keeps their content consistent.
Tools like Buffer, Hootsuite, and Later make this process really easy across all your social platforms. You can spend just a couple of hours on Sunday setting up your entire week’s worth of content.
Tracking ROI
Now, let’s be honest about what really matters for your business. Having thousands of likes feels good, but it doesn’t automatically bring in clients who want to buy or sell properties.
Instead, count how many people send you direct messages after seeing your posts. These messages can help you see which leads come from your social media efforts. Sometimes, people will mention they found you online when they call, giving you a clear idea of what’s working.
Most social platforms also offer built-in analytics showing which posts drive the most engagement and website clicks. Use this data to create more of what works.
Ready for Your Real Estate Social Media Breakthrough?
So, now you know what you need to do to succeed on real estate social media: pick the right platforms, create authentic content, and track leads that turn into real clients.
You can try your hand at creating your first TikTok property tour or setting up a content calendar for consistent posting this week. Whatever you decide to start with, just don’t try to do everything at once.
And when you need expert help with your digital marketing strategy, we at Matter Solutions are here to support your real estate agent marketing efforts with proven, results-driven solutions.
Contact us today to get started with a free consultation.
