Social Media Real Estate Marketing: How to Crush It Like a Pro

Wondering why some agents seem to be everywhere on social media while others seem to fade into the background?

It’s not magic—it’s social media real estate marketing done right.

This article explores:

    • Practical tips for growing your brand and visibility on social media
    • Tools that help you reach your ideal clients
    • Strategies for consistent posting, interaction, and lead generation

Written by: Deirdre Paige
Deirdre Paige

Deirdre Paige

Content Writer

Deirdre Paige is a content writer at Wise Pelican with nearly a decade of experience, specializing in data-driven content and social media campaigns for the real estate industry.

Published: April 14, 2022
Multiple devices showcasing different digital platforms for social media real estate marketing.

Social Media Real Estate Marketing is Not a Choice Anymore

You can’t afford to sit on the sidelines of social media.

Think about it—where are your potential clients spending hours every day?

Yep, scrolling through social media.

This isn’t just a place to post listings; it’s a space to build relationships, create trust, and become the agent everyone wants.

You want to be the agent that when your client is talking to her friends and tells them you are their agent – they say, ‘Oh my gosh! I follow her on Instagram!’

Your goal is to be THAT agent.

Social media marketing for real estate isn’t only about visibility.

This marketing strategy is about building your brand.

Social Media Real Estate Marketing 101

The key to finding success with social media real estate marketing is consistency.

Consistency in your posting schedule.

Consistency in your voice.

Consistency in your brand.

Consistency in your engagement.

Engagement and Interaction

Every like, comment, and share is an opportunity for a connection.

Connection builds trust.

Even a simple ‘great listing!’ or ‘Tell me more’ on a post is more than engagement.

It’s a chance for people to get to know you.

Make the most of these opportunities.

Carve out time each day, whether it is while drinking your coffee in the morning or while unwinding after your day, to interact with your audience and engage on other pages.

I call it the Power 10.

It is 10 minutes a day that I spend engaging and networking on social media Monday through Friday.

If only five minutes work for you or you have time for 20 minutes, just make time.

Tools for Creation

You don’t have to be a graphic designer or a professional videographer anymore.

Below are some of the best user-friendly tools on the market.

Graphic Design Tools:

  • Canva
  • Adobe Express
  • AdCreative.ai
  • Snappa
  • Stencil

Video Creation Tools:

  • Vimeo Creator
  • VEED
  • Lumen5
  • InVideo
  • Filmora

Adding these tools to your real estate marketing strategy can make your efforts more engaging and help you stand out.

Simple gestures, like including real estate agent thank-you gifts for your loyal clients or social media followers, can leave a lasting impression when paired with a visually appealing, professional online presence. Pair these with creative touches inspired by real estate pop by ideas, such as small seasonal surprises, to strengthen relationships while maintaining a visually appealing and professional online presence.

The 80/20 Rule When Marketing Real Estate on Social Media

Proof of production and home tours are great, but don’t let that be the only thing you post.

Yes, your audience wants to see your activity.

But, they will grow tired of only seeing your activity.

Have you heard of the 80/20 rule?

In social media real estate marketing, this is how it goes:

  • 80% of your posts should focus on engaging, educating, entertaining, or providing value to your audience – not directly promoting your products or services.
  • 20% of your posts should be direct promotions of your business

You want people to look forward to your posts – not grow tired of your content.

Keep it fresh!

Create content your audience can easily engage in.

Real Estate Social Media Marketing Ideas for your 80%

  • Market updates
  • Community events
  • Client success stories
  • Property Styling Inspo
  • Weekly Real Estate Myth Buster
  • Polls & questions
  • FAQs
  • Home History Highlights

Ideas for your 20%

Your 20% will showcase all of your proof of production.

But don’t stop there.

Of all the social media marketing tips for real estate I am giving you, across the board, it is always more engaging if you spice things up!

And this starts with your title or description.

Here are some ideas:

  • New Listing Sneak Peek
  • “Your Perfect Match” Listings
  • Sold Success Story
  • “First Dibs” on Coming Soon Listings
For optimal engagement, publish on Instagram 1-2 times a day, on Facebook 1- 3 times daily, and on LinkedIn 3-5 times per week.

Which Social Media Platform is Best for Real Estate?

With so many social media platforms, it is easy to get overwhelmed.

Choose two that work for your goals.

In real estate, Facebook and Instagram are best for lead generation and visibility.

LinkedIn is great for networking.

Every platform has its strengths and weaknesses.

1. Facebook

Facebook is your digital neighborhood.

Use community groups, events, and Facebook Live to engage with your audience.
Hosting a virtual open house?

Facebook Live lets you take potential buyers on a walk-through without them leaving their couch.

And don’t overlook community groups—they’re a hot spot for connecting with people who might not be buying today but will remember you tomorrow.

Facebook is where the 80/20 rule should always be enforced.

The National Association of Realtors (NAR) found that 52% of realtors get more leads from Facebook than any other platform, including MLS.

2. Instagram

Instagram is your visual portfolio.

This is where you show off properties and build your brand.

Reels, Stories, and your grid give you multiple ways to grab attention.

Show the local coffee shop where you get your morning coffee, the hidden garden patio tucked away behind your favorite brunch spot, or the golden-hour view from the rooftop of your newest listing.

3. LinkedIn

LinkedIn is your networking hub.

This is the platform where you let your expertise shine.

LinkedIn is ideal for sharing market insights, connecting with other professionals, and joining groups that increase your industry visibility.

Post a quick market update, a recent client success story, or a behind-the-scenes look at your latest project.

Mention a blog you found useful, or better yet, a blog you wrote!

4. YouTube

If you’ve got stories to tell, YouTube is the place to go long.

From neighborhood tours to detailed walk-throughs, YouTube lets you show potential clients the lifestyle of the area, not just the property.

Consistency on YouTube is just as important as it is on Facebook or Instagram.

YouTube’s algorithm strongly (and I can not emphasize strongly enough) favors channels that post content regularly.

This consistency can greatly increase your visibility and help grow your audience on the platform.

If you decide you can post twice a week, you have to stick with that.

If not, you will quickly see your views plunge.

Do not bite off more than you can chew.

YouTube loves niches in real estate.

Even if you sell other property types, focus on creating videos centered around your niche.

5. TikTok:

Surprise!

Real estate has found its place on TikTok.

Reach new audiences with creative videos.

Show a behind-the-scenes look at your day, a quick property tour, or even funny stories from showings.

According to TikTok, the platform recommends posting one to four times a day.

That may seem like a lot—and it is, especially considering that posting three to five times a week on Instagram Reels is typical.

The good news is that you don’t have to always have a plan when it comes to TikTok.

This platform is all about showing your personality—don’t be afraid to keep it light and fun.

You get followers on TikTok by making them laugh.

Real estate can be a serious business, but there’s nothing better than showing off its quirky side.

Real estate social media marketing ideas for TikTok:

Try a ‘House Hunters be like’ skit, where buyers say, ‘We want a mansion, but our budget is…,’ while you’re mentally calculating just how many zeroes are missing.

Or do ‘Things Clients Say’ and act out requests like, ‘Can we get it for half price if we pay cash?’ or ‘I want something private but close to everything.’

And when fresh ideas are running low, pull out the Realtor Dictionary to hilariously define terms like cozy (translation: tiny) or fixer-upper (it’s about to fall apart).

These funny, always-relevant bits keep people coming back—and clicking follow.

Create a custom TikTok geofilter with your branding for your newest listing. Every time you post from the location, people in the area will see where the listing is (and your brand). The more you use custom geofilters, the more familiar your audience becomes with your name and brand!

How Do I Make My Real Estate Social Media Engaging?

If you want real engagement, your social media has to do more than just exist in someone’s feed.

It needs to grab attention, spark connections, and make people want to come back for more.

1. Write Scroll-Stopping Hooks

Have you ever scrolled past a post without a second glance?

Don’t let that be your content!

Start with a hook that pulls people in.

Try ‘Would you believe this backyard is in the city?’ or ‘This is what $500,000 can get you in [your city] right now!’

P.S. Using a question as a hook is always a good idea (did you notice how many questions are in this blog? It must work because you are still reading!).

Keep it short, keep it compelling, and make people want to click.

2. Embrace the Cringe of Social Media Real Estate Marketing

Yep, it’s okay to show up imperfectly.

Trying to be too polished all the time can make you look less real.

Got a funny story from a showing?

Share it!

Ever had a door that wouldn’t open during a showing?

Those moments make you real—don’t hesitate to share your authentic self; that’s what people like.

The more genuine you are, the more relatable you’ll seem.

3. Optimize Your Profile for Conversions

Make it easy for people to reach you.

Your bio should have a clear call to action.

It can be a “send message” button or a link to a landing page with your latest listings.

Don’t make clients hunt for ways to get in touch—put it right there for them.

Should I Use a Social Media Content Calendar?

A content calendar keeps you organized and cuts out the last-minute stress— it makes sure you reach clients with purpose.

It is your real estate social media roadmap—saving you time while keeping your posts consistent.

Here’s how it works for you:

Keeps You Visible

Regular, planned posts keep you on clients’ feeds.

With a calendar, you’re posting consistently, not leaving it up to chance.

Saves You Time

Batching posts weekly or monthly means you’re working efficiently, which frees up more time for clients and showings.

Have you ever meal prepped?

It’s like that.

Pick a day once a week, and get busy with your social media marketing plan for real estate!

Adds Variety to Your Content

A calendar lets you plan a mix of topics so your posts stay fresh.

It helps you avoid repetition and keeps followers interested.

Simple Tools to Get Started

  • Pallyy: An intuitive platform designed for visual content. Pallyy simplifies scheduling and managing posts across multiple social media channels. It is ideal for agents aiming to maintain a consistent online presence.
  • SocialBee: Perfect for scheduling across multiple platforms. SocialBee offers tools for planning, posting, and recycling content with an easy-to-use interface ideal for solo agents or small teams.
  • Meta Business Suite: Ideal for Facebook and Instagram users. This tool lets you schedule posts, track engagement, and manage messages—all in one place.
  • Buffer: If you’re active on multiple platforms, Buffer streamlines scheduling and lets you track performance—a helpful option for managing content across different social channels.

How Can I Avoid Common Social Media Mistakes?

Even pros can have slip-ups.

Here are the most common pitfalls in real estate social media marketing and how to dodge them.

Hiding Behind Your Brokerage

Yes, your brokerage is part of your brand, but people are hiring you.

Put your personal brand front and center.

You have to include your broker on your marketing materials—that’s a given.

But you are the star.

Let your personality and brand shine through.

Let clients get to know you as a real person, not just as an extension of a larger company.

Avoiding Video

Video isn’t optional anymore.

If you’re not comfortable on camera, start with short clips or simple property tours.

The more you practice, the more natural it will feel and the more engagement you’ll get.

YouTube is the second-largest search engine, right behind Google.

Not Posting a Variety of Content

Remember the 80/20 rule?

This may be the most common social media faux pas real estate agents make.

Mix it up!

Show listings, share market insights, spotlight local businesses, and let clients get a peek into your life.

This balance makes your feed interesting and helps clients feel like they already know you.

Only Using Your Headshot

People want to see more than just your face.

A headshot’s great for professional branding, but if that’s all you’re posting, it can make you seem one-dimensional—just a title with a smile.

Share photos of your favorite spots or a peek into your daily life.

Let your clients see that you’re more than just a real estate agent; you’re a person they can connect with.

It’s all about making yourself relatable and real.

Measuring Success and Looking Ahead

Set goals, track your metrics, and adjust as you go.

Knowing your engagement rates, conversion goals, and other important numbers helps you stay on top of what’s working and what isn’t.

It’s all about looking at the data to make wise decisions and refine your strategy as needed.

Stay flexible and keep improving so you’re always moving forward.

Bottom Line

Social media real estate marketing is more than just posts; it’s where clients start to know and trust you.

Show up consistently, stay real, and keep your profile the one they come back to—so when they’re ready, you’re the agent they already have in mind!

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