Social Media Marketing for Real Estate Agents: 6 Tactics to Get More Clients

In today’s competitive real estate landscape, your next client is probably scrolling past your content—or clicking on it.

The difference?

Strategy.

Social media has transformed from a "nice to have" into a make-or-break tool for real estate professionals. Whether you're an independent agent or part of a team, your social presence is often the first impression clients get.

And in 2025, that impression needs to inspire trust, showcase expertise, and spark connection—fast.

So what does social media marketing mean for real estate agents today? It’s not just posting listings. It’s about:

• Attracting and converting the right leads

• Building a personal brand people trust

• Showing up consistently without burning out

• Standing out in a crowded feed

But let’s be honest: it’s hard. You’re managing showings, negotiations, client calls, and paperwork—how are you supposed to keep up with Reels, carousels, Stories, captions, and analytics too?

That’s where this guide comes in.

We’ll walk you through five practical tactics that make social media feel manageable and impactful. From building a personal brand and saving time with smart systems to choosing the right platforms and boosting authentic engagement, these are the steps you can take today to make social media work for you—not the other way around.

What's in the guide

• Why should a real estate agent use social media?
• Tactic 1: Build a personal brand that clients remember
• Tactic 2: Use real estate video marketing to showcase properties
• Tactic 3: Save time with smart content systems
• Tactic 4: Use the right social media platforms
• Tactic 5: Boost engagement by showing up authentically
• Tactic 6: Track what's working so you can do more of it
• How can Sendible help you with real estate social media marketing?

Why should a real estate agent use social media?

First up, let's have a quick chat about why realtors should use social media.

There are several successful marketing techniques to choose from. Why should social media be at the forefront of your mind when managing your digital marketing strategy?

Well, according to the Real Estate in a Digital Age report, 97% of all home buyers used the Internet in their home search, and 51% of them found the home they purchased on the Internet.

That's right - people are heading to the online world, rather than traditional real estate offices or referrals from family and friends, to look for their new home. And while the expertise of real estate agents remains vital to the home buying and selling process, the Internet serves as a tool for all generations of home buyers.

And since social media platforms are increasingly acting as search engines, you're losing potential clients by not growing your presence there.

Another exciting piece of data is that 59% of home buyers frequently used mobile or tablet devices to acquire property information. And one can argue that a significant percentage of those buyers were, in fact, millennials. And younger and older millennials make up to 32% of all home buyers, positioning them at the number one spot on the list.

You can't target this massive chunk of people if you're not making your real estate company visible when they are online.

According to Oberlo, there are 69.2 million millennial social media users in the U.S. alone in 2025, and 45% of them are using it daily. This fact makes social media channels the perfect place to promote your real estate services and properties and catch people who're actively looking to purchase a new property.

Other than numbers, social media channels allow real estate agents to connect with the audience more personally. In today's culture, this has become priceless! But we'll talk about that in a minute right after we cover the most critical factor for launching a successful social media marketing strategy.

Tactic 1: Build a personal brand that clients remember

Your brand isn’t just your logo or headshot—it’s how people feel when they see your name online.

And in real estate, trust is currency. Personal branding helps agents:

• Stand out from local competitors

• Build recognition and reputation

• Attract dream clients who align with their values and style

• Create a business that grows through referrals and repeat clients

What makes a great real estate brand?

1. Optimised profile for searches

Before you worry about what to post, make sure people can find and reach you. Double-check that your social media profiles are fully updated with your:

• Contact details
• Address
• Website
• Profile photo
• Relevant keywords
• Proof of experience
• Clear, searchable username

Source: @annie_lopez_realtor

2. Visual identity

As a real estate agent, you want to make a good first impression and ensure you remain authentic and recognisable. And this starts with your visual identity.

• Professional headshot (no blurry car selfies!)

• Consistent colours, fonts, and filter styles

• Clean, well-lit property photos that align with your tone (modern, luxe, family-friendly, etc.)

3. Voice and story

Your voice and story are what make you you. It's what makes your content authentic. While you can change your tone to better target the audience on different platforms, you must be sure to stay true to your foundation.

Here are some tips on how to do it:

• Share what makes you passionate about real estate

• Use captions to talk like you would in person—whether warm, witty, direct, or educational

• Add context to listings: why it’s special, who it might be perfect for

• Create a unique hook that you'll use to start your videos

4. Expertise and value

There is more than one way to show your expertise and start building trust. It's not just about sharing testimonials and awards; it's also about the free value you provide and how you interact with your social media community.

Source: @markchatburn

These are just some of the things you can experiment with:

• Post local market updates and explain what they mean

• Offer first-time buyer tips, selling timelines, or mortgage FAQs

• Create content that teaches and builds trust, not just sells

• Create Q&A posts
  
  
• Respond to comments in a meaningful and helpful way

5. Community focus

The best way to target the local market is to get involved with the community. If you're serious about winning the hearts of your local buyers, you might want to try some of these:

• Highlight local businesses, parks, events

• Celebrate community wins

• Show your genuine connection to the neighbourhoods you serve

Bonus tips for solo real estate agents:

• Use your face—people want to work with you, not a logo

• Add personality to Stories and Reels (humour, real talk, life updates)

• Create a bio that says who you help and why

Bonus tips for real estate teams:

• Create brand guidelines so everyone is consistent

• Show team members’ unique strengths and voices

• Use team wins, milestones, and listings as brand-building content

Example post ideas:

• “Why I love selling in [neighbourhood name]”

• “Meet the team: What drew us to real estate”

• “Before & after: What staging did for this sale”

Your personal brand should make people feel like they already know you before they even reach out. And when it does? You’ll spend less time chasing leads—and more time serving the ones who are already sold on you.

Tactic 2: Use real estate video marketing to showcase properties

Clean images and carousels work wonders when it comes to introducing a new property.

But, short-form videos are trending on social media for a reason.

97% of marketers say video has helped increase user understanding of their product or service, 76% say it’s increased sales, and 76% experienced more support queries after using video in their strategy.

If that's not an excuse to use real estate videos in your social media campaigns, I don't know what is.

But while you might already know how to record, upload and promote video content on social media, you'll need to adapt and test new video formats if you want to make your content a success.

For example, you could create:

• A series of Instagram Stories to show the interior of a property they're selling (remember, these expire after 24 hours unless pinned to an Instagram profile ).
  
  
• A Facebook Live video at one of their open house events (this format works exceptionally well in social media online communities).
  
  
• A Story which encourages its followers to take part in a property Q&A.
  
  
• A YouTube video that explains the step-by-step process of buying a house.
  
  
• A series of Tik-Tok videos that promote the benefits of being a real estate agent, premium listings, behind-the-scenes, etc. Remember that you can repurpose TikTok videos as Instagram Reels.

Tactic 3: Save time with smart content systems

Let’s face it—between showings, client calls, contracts, and networking, finding time for content creation can feel impossible. That’s why having systems in place to streamline your social media is critical.

Smart content systems save you hours each week while helping you show up consistently and strategically.

Create a content calendar

Planning in advance takes away the guesswork and stress.

• Pick 3–5 content pillars to rotate between (e.g. listings, local tips, client wins, FAQs, behind-the-scenes).

• Choose how often you want to post (start with 2–3x a week).

• Plug in post ideas for the next 2–4 weeks so you’re never starting from scratch.

Batch content creation

Create content in one sitting to save time and reduce context switching.

• Dedicate 1–2 hours each week to batch write captions and film short-form videos.

• Use templates to speed up graphics (Canva is your friend).

• Schedule everything in one go using a platform like Sendible, Later, or Buffer.

Repurpose what you already have

You don’t need to reinvent the wheel. Reuse and remix high-performing content across channels.

• Turn a blog post into Instagram carousels or LinkedIn updates.

• Chop a long-form video into 3 Reels or TikToks.

• Repost your own best-performing content after 4–6 weeks with a new hook.

• Tesimonials and referrals are a great piece of evergeen content, so ensure to capitalise on it.

Use automation intentionally

• Set up auto-replies on Instagram DMs for FAQs.

• Schedule your evergreen content to post on repeat with queues.

• Use AI tools (like ChatGPT) to draft caption starters or brainstorm ideas—but always personalise.

Delegate if you’re in a team

• Assign content types by strength (e.g., one agent records videos, another writes captions).

• Use shared folders and calendars to stay in sync.

• Consider outsourcing graphic design or editing if budget allows.

Tactic 4: Use the right social media platforms

You don’t need to be on every social media platform—you just need to be on the right ones. Choosing the right platforms helps you connect with your ideal clients, maximise your time, and create content that actually performs.

Here’s a quick breakdown of the top platforms real estate agents should consider in 2025:

Instagram

• Best for: Visual storytelling, branding, property tours, personal content

• Why it works: Most buyers and sellers scroll here first. Reels, Stories, and carousels offer dynamic ways to showcase homes, share tips, and build trust.

• Tips: Post regularly, use location hashtags, share behind-the-scenes content, and keep your bio link updated.

Facebook

• Best for: Community engagement, local outreach, long-form updates

• Why it works: Still a go-to platform for homeowners aged 30–65. Great for sharing listings, joining local Groups, and running targeted ads.

• Tips: Join community groups, use Facebook Events for open houses, and share testimonial videos or review highlights.

LinkedIn

• Best for: Building credibility, networking with professionals, investor outreach

• Why it works: Perfect for thought leadership and B2B relationships. Share insights, wins, and articles to position yourself as the expert.

• Tips: Optimise your profile, post market updates, and comment on others’ content to grow visibility.

TikTok

• Best for: Reaching first-time buyers, showcasing personality, educational videos

• Why it works: Short-form video is highly engaging, and TikTok is still one of the fastest-growing platforms.

• Tips: Post home tour snippets, fun facts about buying/selling, and myth-busting real estate tips.

Google Business

• Best for: Local visibility and SEO

• Why it works: When people search “realtor near me,” Google Business helps you show up. It also integrates reviews, photos, and updates.

• Tips: Add weekly updates, upload photos of new listings or closings, and respond to every review.

X (formerly Twitter)

• Best for: Local news, quick insights, thought leadership

• Why it works: Useful for agents who want to comment on market trends, share tips, and connect with local media or businesses.

• Tips: Use Twitter threads to share tips or insights, and reply to community posts to stay visible.

Threads

• Best for: Casual updates, community conversations, building familiarity

• Why it works: Threads is a growing platform tied to Instagram, great for posting hot takes or conversational content.

• Tips: Share quick advice, local shoutouts, and personal updates. Keep it casual and authentic.

Bluesky

• Best for: Early adopter presence, niche authority

• Why it works: Still growing, but a good opportunity to build a strong brand voice with minimal competition.

• Tips: Share unique insights, link to your blog or listings, and experiment with voice and tone.

Tactic 5: Boost engagement by showing up authentically

You’ve built a brand. You’re posting consistently. But if no one’s interacting, you’re leaving opportunity on the table.

Engagement isn’t about chasing likes for vanity’s sake—it’s about starting conversations that lead to relationships, trust, and eventually, business.

Why engagement matters

• Algorithms reward content that gets interactions.

• Engaged followers are more likely to become leads.

• It builds social proof and shows that people value your perspective.

Tactics to spark real engagement

Ask and listen

• End your captions with questions: “Would you live here?”, “What’s your biggest home-buying fear?”, “How much do you think this one listed for?”

• Run polls or quizzes in Stories to get quick feedback.

• Use Instagram’s Q&A sticker or LinkedIn’s comment prompts to invite conversation.

Reply like a human

• Respond to comments quickly—and personally.

• Thank people for engaging, answer their questions, and keep the conversation going.

• Avoid one-word replies like “Thanks!” or "❤️". Social media algorithms don't appreciate comments like these, but give extra points to those that are related to the query and contain meaningful keywords.

Share stories that resonate

• Highlight client journeys from search to sold.

• Share behind-the-scenes: staging a home, negotiating an offer, attending local events.

• Let people see your process—and your personality. Use POV content to your advantage.

Be helpful, not salesy

• Offer advice, not just ads.

• Share local tips: “Best cafes to meet a mortgage broker”, “3 hidden-gem parks in [area]”.

• Create content that solves problems and shows you’re tuned into their world.

Celebrate your community

• Repost client wins (with permission).

• Shout out local businesses or neighbourhood events.

• Show you're genuinely invested in the place you sell.

What high engagement looks like:

• More profile visits, saves, and shares

• Meaningful comments from potential buyers or sellers

• Increased DMs asking questions about your services

Tactic 6: Track what’s working so you can do more of it

It’s easy to post and forget—but if you’re not tracking what’s working, you’re guessing. And in real estate, data-driven decisions can help you double down on what drives results and ditch what doesn’t.

Why metrics matter

• They show what resonates with your audience.

• They help you prove ROI on your time and content.

• They guide smarter, more efficient content planning.

Key social media metrics to track

1. Reach and impressions

• What it tells you: How many people are seeing your content.

• When it matters: Great for awareness campaigns, new agents, or brand building.

2. Engagement rate

• What it tells you: Who’s actively interacting with your posts.

• What to look for: Likes, comments, shares, saves, clicks—and whether your content is sparking reactions.

3. Website traffic and link clicks

• Use tools like Google Analytics or Bitly to track how much traffic your social posts drive to listings, contact forms, or your website.

4. Leads and inquiries

• Monitor DMs, form submissions, and contact requests tied to specific content or campaigns.

• Ask leads how they found you—it’s worth tracking manually too!

5. Conversions

• If possible, track how many leads turn into showings, clients, or closed deals.

• Even if you can’t automate this, reviewing past deals for source trends helps.

Tools to help

• Instagram/Facebook Insights for post-by-post breakdowns

• LinkedIn Analytics for profile views and content reach

• Google Business Profile to track local searches and website taps

• Sendible or a similar tool for dashboards and reports across platforms

How to review and refine

• Set a 30-minute monthly review to check your top posts and lowest performers.

• Look for patterns: Is video outperforming carousels? Are Reels shared more than Stories?

• Use these insights to shape your content calendar.

How can Sendible help you with real estate social media marketing?

While you can schedule or post images, videos, and carousels on any social media platform natively, this opens room for mistakes, missed opportunities, and above all else, waste of precious time.

This is why a user-friendly social media tool like Sendible can be a strong ally.

Here's a breakdown of features that can be useful depending on your realtor brand status.

How can stand-alone realtors benefit from a social media tool?

• Schedule in bulk a month's worth of content in a matter of minutes
• Tailor one post for each social media platform from one place with AI Assist
• Post content at optimal times calculated based on YOUR followers' activity
• Save hashtags in the Content Library and say goodbye to copy-pasting
• Keep all your analytics in one place
• Stay on top of industry news through RSS feeds and easily add articles you'd like to share to Content Library

How can real-estate agencies benefit from a social media tool?

• Everything from above
• Better content management through integrations like Google Drive, Dropbox, Google Chrome extension, or features like Content Library and Custom tags.
• Assigning tasks such as approvals or important messages
• One-click engagement reports to stay on top of the performance in seconds
• Google Analytics integration for a more in-depth overview of data
• Campaign labelling and tracking (handy for tracking social media campaigns or content pillars)

How can real-estate franchises benefit from a social media tool?

• Everything from the two previous lists
• Branded social media management software
• Secure connection of new profile without sharing passwords
• Sharing localised content
• Sharing branded messages to numerous profiles, at the same time, with Custom Tags
• Sharing access to branded and pre-approved images through the Content Library