For those who’re struggling to market your enterprise on social media, or worse, haven’t even began but, you may be in for a impolite awakening in 2025. Whilst you had been pulling your hair out attempting to give you the right submit concept, different brokers in your farm space simply…did it. Certain, they made errors, however at present, their social media advertising helps them construct their private manufacturers and generate leads — even whereas they sleep.
In fact, constructing a social media presence that generates leads when you sleep isn’t straightforward. It requires strategic planning, the best instruments, and perhaps most significantly, a mindset shift. To assist, we put collectively our greatest methods for actual property social media advertising that also work, frequent errors to keep away from, how to decide on which platforms to concentrate on, and our favourite free and paid social media instruments that may lower your work in half.
First, let’s dig into why social media remains to be the very best advertising instrument for each agent.
The aim of actual property advertising is easy however not straightforward: Get individuals who wish to purchase or promote actual property to know, like and belief you sufficient to select up the cellphone and name you. Leads that decision from conventional advertising methods like pay-per-click (PPC) adverts or postcards in all probability already belief you — they wouldn’t name you in the event that they didn’t — however that’s the place the laborious work of getting them to know and such as you begins. That’s quite a lot of stress for one cellphone name and the place most new brokers fail.
When leads contact you after following you on social media, the laborious work of getting them to know and such as you is already carried out. For those who comply with my ideas beneath, your social media account will showcase not solely your actual property experience so leads belief you — but additionally your distinctive persona, humorousness, day-to-day triumphs and struggles, and even your hobbies and household life. It’s like beginning off on third base!
It’s additionally backed up by science. Research present that 58% of individuals can be prepared to pay MORE to work with somebody who doesn’t work for an enormous firm, however has a longtime private model. Social media offers you the right alternative to construct a model that resonates.
Now that you’ve a greater concept of why social media is so essential for your enterprise, right here’s a fast breakdown of the advertising alternatives and disadvantages for the 5 largest platforms.
If you wish to get your advertising in entrance of a purchaser or vendor who’s near a transaction, Fb remains to be the very best place to do it. Interval. An astonishing 70% of all adults in the USA use Fb, and greater than 54% of these customers are over the age of 35. If that quantity doesn’t ring any bells, it ought to. It’s the median age for a typical first-time residence purchaser. Even higher, not like different social media platforms, greater than 20% of Fb’s customers are over the age of 60 — the median age for residence sellers in 2023!
Fb Professionals & Cons
- Focused promoting for purchaser and vendor leads
- Demographics are good for reaching property homeowners
- Reputation is waning in comparison with different platforms
- Tougher to go viral than on Instagram or TikTok
Finest advertising methods for Fb in 2025:
- Selling listings
- Participating together with your group
- Lead nurturing
- Promoting for purchaser & vendor leads
Since Instagram’s customers skew a bit youthful than Fb, you’ll be much less prone to market to householders over 60 on the platform. That stated, the proportion of customers within the 35 to 44 age vary is almost an identical to Fb, so it’s a really perfect platform to succeed in first-time patrons and youthful sellers. It’s additionally simpler to go viral, with larger engagement than Fb. Meaning extra private interactions with potential leads — a key advertising metric in 2025.
Instagram Professionals and Cons
- Greater engagement than Fb
- Can attain a youthful demographic
- Fewer possible sellers over 60 than on Fb
- Video focus means text-based adverts received’t carry out as nicely
Finest advertising methods for Instagram in 2025:
- Educating patrons and sellers with video
- Selling listings
- Participating with potential leads
- Constructing model consciousness
- Focused promoting alternatives
I ranked LinkedIn the third finest instrument for advertising your enterprise for one easy cause. It’s the very best place to search out high-income professionals relocating to your farm space. Even higher, since most of your competitors can be centered on Fb and Instagram, you may be one of many solely Realtors they’re speaking to.
Linkedin Professionals and Cons
- Excessive-income skilled viewers
- Excellent for locating company relocation shoppers
- Fewer customers than different platforms
- Decrease engagement than different platforms
- Restricted advert concentrating on choices
Finest advertising methods for LinkedIn in 2025:
- Networking with relocation leads
- Lead nurturing
- Market updates
- Market predictions
- Educating patrons and sellers
Whereas YouTube is extra of a search engine than a social media platform, it’s nonetheless a superb channel to succeed in first-time patrons. Why? YouTube makes use of an algorithm just like Google’s, which suggests it prioritizes native content material. So in case your lead is looking Google for the very best neighborhoods in your farm space, your YouTube video masking that matter will not be solely extra prone to present up of their search outcomes, it’s additionally extra prone to be promoted to that lead each time they log in to YouTube.
YouTube Professionals and Cons
- The typical time watching one video is 10x longer than Fb or Instagram
- Native content material is prioritized within the algorithm
- A lot decrease engagement than Fb or Instagram
- Constructing an viewers takes longer
- Restricted advert concentrating on choices
Finest advertising methods for YouTube in 2025:
- Hyper-local content material
- Neighborhood guides
- Restaurant evaluations
- Educating first-time patrons
- Native market predictions
Until you’ve been hiding out in a cave with JD Salinger, you’ve in all probability been interested by advertising your enterprise on TikTok. Whereas a handful of brokers have been racking up tens of millions of views on the platform, connecting with leads who wish to purchase or promote a house could be difficult. There are two the explanation why. The primary cause is that the common age of a TikTok person is a lot decrease than that of Fb or Instagram. The second cause is that the platform prioritizes leisure. It’s the crack cocaine of social media.
That stated, the proportion of TikTok customers within the 35 to 45 age vary is rising on daily basis. That makes TikTok a wise advertising play for the lengthy haul. Solely 12% of Realtors used TikTok to market their enterprise in 2023. We count on that quantity fo develop in 2025.
TikTok Professionals and Cons
- Simpler to go viral than on different platforms
- Lengthy-form movies from different platforms could be reused on TikTok
- Decrease common age than different platforms
- Restricted, however rising, advert concentrating on choices
Finest advertising methods for TikTok in 2025:
- Behind-the-scenes movies
- Dwelling excursions
- Humorous content material
- Skits and memes
- Educating first-time patrons
- Native market predictions
Whereas X has the best demographics to succeed in patrons and sellers, it’s the least helpful platform to market your enterprise. Native concentrating on is nearly non-existent, and most X customers use the platform to search out breaking information. Expert entrepreneurs can use X’s promoting to succeed in potential patrons and sellers based mostly on the content material they interact with, nevertheless it’s tough. There’s one advertising process that X is ideal for — discovering breaking actual property information and influencer developments to submit on Fb, TikTok, and Instagram.
X Professionals and Cons
- Huge variety of customers
- Demographics are perfect for shopping for and promoting actual property
- Decrease common age than different platforms
- Restricted, however rising, advert concentrating on choices
Finest advertising methods for TikTok in 2025:
- Curating content material to submit on different platforms
- Networking with actual property influencers
Now that you simply’re (hopefully) impressed to go all-in on social media this 12 months, let’s undergo the very best methods for constructing your “know, like and belief” issue to begin producing motivated leads.
1. Prioritize popularity over attain
The important thing to profitable actual property social media advertising is to construct significant connections with folks in your farm space who wish to purchase or promote actual property. Making a viral submit that will get 10,000 likes may increase your ego, nevertheless it received’t assist you promote extra homes if none of these folks stay in your farm space. This is the reason creating an avatar of your ultimate shopper and creating content material for them (and solely them) needs to be your main aim on social media.
To generate leads out of your social media posts, it’s essential to know your ultimate shopper’s wants, fears and needs, and know the issues they want you to unravel for them. So earlier than you submit something, take the time to determine who your ultimate shopper is and what they want and need from you.
Right here’s an instance of a submit that targets empty-nesters with an emotional hook.
2. Write scroll-stopping hooks
Even when you’re THE hyper-local market skilled, folks won’t ever realize it in the event that they don’t click on in your posts. That’s the place hooks are available. Hooks are brief phrases that entice somebody to click on in your submit. Good hooks pique curiosity or reply a burning query your ultimate shopper has at a particular stage of their shopping for or promoting journey.
Scroll-stopping hooks are essential for constructing engagement on social media. Not only for getting extra views and likes, however for folks scanning your profile for the primary time to see what you discuss to resolve in the event that they wish to comply with you. Nicely-crafted hooks will persuade them to take a look at extra of your posts and (hopefully) name you. Right here’s a superb instance of a scroll-stopping hook to get followers to learn instructional content material. Who doesn’t wish to be taught mortgage secrets and techniques banks don’t need you to know?
In order for you scroll-stopping hooks and academic content material like this, try the viral actual property advertising firm that wrote it: Espresso & Contracts. They’ve lots of of attractive, done-for-you templates and scripts for Reels, Tales, carousel posts, and rather more. All created by Realtors, for Realtors.
3. Deal with storytelling
A scroll-stopping hook may persuade somebody to click on in your submit, however a compelling story will preserve them there. So, if you wish to generate leads from social media, concentrate on telling tales that resonate with native patrons and sellers.
Why do tales work so nicely for producing leads on social media? Research present that individuals bear in mind as much as 22 occasions extra data from a narrative than from information alone. Meaning individuals who watch or learn your tales can be way more prone to keep in mind that you’re a hyper-local market skilled, a tough employee or that you simply provide concierge-level customer support.
Even higher, since social media platforms like Instagram, Fb, YouTube and TikTok rank content material based mostly on how lengthy folks watch or learn, your content material can be proven to extra folks.
Wish to inform your story on Instagram however nonetheless digicam shy? Don’t sweat it. Simply submit a picture carousel submit with a scroll-stopping hook and inform your story within the caption:
4. Embrace the cringe
One of the crucial frequent excuses we hear from brokers who haven’t began on social media is that they don’t wish to embarrass themselves. They nonetheless suppose each advertising piece they produce must be polished {and professional}. Guess what? Not solely is that this now not true in 2025, however platforms like TikTok and Instagram Reels really reward brokers who create casual content material.
Brokers with lots of of hundreds of followers, like Glennda Baker, simply choose up their telephones, hit document, and begin speaking. So recover from your worry of being good and begin creating content material that resonates with patrons and sellers. Keep in mind, folks wish to work with different folks, not manufacturers.
Will your first few movies make you wish to die of embarrassment? Possibly, however the one method to recover from it’s to get began.
Right here’s an instance of an Instagram submit with a scroll-stopping hook that tells a compelling story. The agent is simply sitting in her automotive speaking into her cellphone.
5. Optimize your profile for conversions
Pinning your finest content material and an “about me” submit to the highest of your profile is among the finest methods to get potential results in contact you. In any case, 100% of the people who find themselves contemplating hiring you’ll click on in your profile first. An optimized profile web page will make it straightforward for them to take the subsequent step — even when that subsequent step is to comply with you.
Your profile bio ought to provide your contact data, together with your cellphone quantity and e-mail tackle, the areas you serve, and ideally, a “hyperlink in bio” instrument like hyperlink.tree that connects them to a touchdown web page in your web site, your Zillow profile or a brand new shopper consumption kind.
In fact, not everybody who clicks in your profile will attain out simply because you may have your contact data listed. To persuade the tire kickers to select up the cellphone or simply offer you a comply with, pin a fast “about me” submit or video, a testimonial, or different content material that tells individuals who you’re and what you possibly can provide them to the highest of your profile.
6. Create content material each single day
As an alternative of ready for inspiration to strike, decide to creating content material for social media on daily basis. As a Realtor, you may have infinite alternatives for content material creation.
Touring a brand new itemizing? Take a fast sneak peek video. Have an open home? Go stay on Fb or showcase your snack desk or advertising supplies. Simply helped a shopper by way of a tough closing? Shoot a fast video telling their story and the way you saved the day.
Actuality exhibits like Million Greenback Itemizing are hits for a superb cause. Social media offers you an opportunity to create your personal!
7. Solely submit content material that helps folks know, like & belief you
For those who’re on the fence about whether or not or to not create content material, ask your self if it is going to assist your target market know, like or belief you extra. If it is going to, submit it! For those who received’t, put it aside to your private account.
Listed below are a number of examples of content material that can assist folks know, like and belief you.
And listed here are some that in all probability received’t.
8. Create a content material calendar to schedule your posts
For those who create content material on daily basis, you may be stunned at how shortly you construct sufficient for a full week (or perhaps a full month) of social media posts. The following step to constructing a bulletproof social media account is to create a content material calendar to schedule your posts.
Your aim is to distribute the content material that will get folks to know, like, and belief you all through the month. For instance, you may wish to schedule market updates on Mondays, instructional movies on Thursdays, and open home promotions on Fridays. Upon getting created your content material calendar for the month, begin loading posts utilizing an automatic social media instrument like Buffer or Hootsuite.
Right here’s an instance of an efficient content material calendar from Espresso & Contracts.
9. Develop your model by serving to your local people thrive
Butcher, baker, candlestick maker — Realtor. It’s laborious to overstate how a lot worth you add to a local people — even when you bought into actual property only for the cash. You assist promote the world to new householders and assist locals construct generational wealth. You assist construct communities, one residence sale or buy at a time. In return, you get a thriving enterprise. A win-win.
Pay it ahead by serving to your group thrive, and your model will develop. A brand new espresso store simply opened on Fundamental Avenue? Interview the proprietor in an Instagram Reel. A historic native diner fell on laborious occasions? Begin a GoFundMe to assist them elevate cash. Even when you don’t get a single new lead, serving to your local people thrive will make you extra smitten by displaying it off to new patrons. There’s nothing extra contagious than enthusiasm!
Now that you realize a bit extra about how one can method social media, let’s check out some frequent errors brokers make.
10. Hiding behind your brokerage
For those who’re a brand new agent, you may be tempted to keep away from the highlight and lean in your brokerage’s popularity on social media. In any case, folks already know, like, and belief your brokerage.
This method has two huge issues: First, nobody cares that you simply work for Douglas Elliman. They care if in case you have the information and experience to get them what they need. Second, folks like following different folks on social media, not large manufacturers. Ryan Serhant’s private Instagram has nearly two million followers. His SERHANT. brokerage account has a little bit underneath 400,000.
11. Avoiding video
In actual property social media advertising, video remains to be king. Itemizing movies give patrons a a lot better concept of what a property is actually like than even the very best pictures, and research present that eye contact, even on video, helps construct belief with customers. What higher method to give your potential shoppers a sneak peek of what it’s actually prefer to work with you?
Video is not only about promoting properties and constructing belief. It could additionally get your content material in entrance of extra folks. Algorithms on social media platforms like Instagram and Fb closely favor video, and also you received’t be capable of submit something on TikTok or YouTube with out it.
12. Not posting a wide range of content material
One of the crucial frequent errors I see brokers and brokers make on social media is posting the identical kinds of content material over and over. Certain, movies are an ideal method to get your followers to know, like, and belief you, however not your entire followers will wish to watch them. As an alternative, concentrate on selection if you plan out your content material calendar. You’ll enhance your odds of reaching extra followers, and as a bonus, you’ll make your profile extra interesting. A superb rule of thumb is to submit round 80% enjoyable content material and 20% promotional content material.
13. Solely utilizing your headshot
The times of getting one hyper-glossy headshot that you simply plaster in every single place are lengthy gone. Don’t get me mistaken, a superb headshot is a vital a part of your private model. However does it really mirror who you’re as an individual? Does it give potential leads a style of what it may be prefer to spend 4 hours in your automotive with you subsequent Sunday?
As an alternative, take the time to shoot way of life photos so as to add a little bit of your persona to your market updates, instructional content material and different non-video content material. Right here’s an instance of an agent utilizing a way of life photograph as an alternative of a headshot on Instagram:
If you wish to save time, cash, and energy advertising your model on social media this 12 months, these three instruments are must-haves.
If you wish to save time, cash, and energy in your social media advertising this 12 months, these three instruments are must-haves:
Finest for video modifying: CapCut
Beginning worth: Free – $9.99 per 30 days
For those who’ve watched a viral video or meme on social media in the previous couple of years, chances are high it was edited with Capcut. Capcut gives most of the similar instruments skilled video editors use in a light-weight, easy-to-use platform. Even higher? You should use a fundamental model of Capcut without cost.
Finest for scheduling & automated posting: Buffer
Beginning worth: Free – $6 per 30 days for single customers
Fortunately, social media posting instruments like Buffer have made manually posting your content material a factor of the previous. With Buffer, you possibly can load a month’s price of content material and it’ll submit it to your account for you — robotically. It even contains an AI assistant and touchdown web page builder. All without cost.
Finest for social media templates: Espresso & Contracts
Beginning worth: $54 per 30 days
Based in 2018 by Realtor Haley Ingram, Espresso & Contracts takes the guesswork out of selling your private model on social media. Focusing totally on Instagram, Espresso & Contracts has nearly the whole lot it’s essential to plan, create, and submit a full 12 months of social media content material from day one. They’re making actual property social media a prettier place to scroll, and for that, we’re grateful.
Finest for Fb & Instagram promoting: StreetText
Beginning worth: $59 per 30 days
Streetext is an inexpensive and easy-to-use platform that gives confirmed templates and funnels for promoting on Fb. It’s essential if you wish to begin promoting on Fb however don’t know the place to begin. As an alternative of leaping into the deep finish, you need to use their plug-and-play adverts to begin producing leads immediately.
Finest for content material creation: A flagship smartphone
A simple method to enhance your social media advertising is to spend money on the very best cellphone you possibly can afford – ideally a flagship from Apple or Samsung. Right here’s why: The standard of your cellphone’s digicam, microphone and processing energy issues greater than you suppose. The newest and biggest iPhone may not be 10x higher than your 3-year-old burner cellphone, nevertheless it WILL be higher. Even delicate enhancements in photograph and video high quality will help your model look extra polished {and professional} on social media. Advertising and marketing is a sport of inches. For those who’re 1% higher than your competitors, you’ll develop sooner and ultimately, achieve extra market share.
Actual property social media advertising: The total image
Opposite to what many so-called consultants declare, social media remains to be the very best place to market your actual property enterprise. Not like conventional advertising, it offers you the right alternative to get potential patrons and sellers to know, like and belief you over the lengthy haul.
For those who concentrate on constructing your private model, making significant connections together with your viewers, and use the best instruments, it may possibly assist you generate leads and construct a enterprise that survives in any market.
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