Real Estate Marketing on Social Media: What You Need to Know

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Written By Tommy

DealBloom aims to share the latest tips and strategies to help realtors, brokers, loan officers, and investors navigate the world of real estate.

Before diving into this real estate marketing on social media topic, be sure to save our guides on cold emailing, cold calling, text message marketing, direct mail marketing, and using ringless voicemails.

Additionally, here are 25 lead generation ideas for real estate.

Now, let’s dive into social media marketing for real estate professionals…

As a real estate professional, you’re probably already using real estate social media marketing to grow your business. However, are you sure that you’re getting the best results possible from your efforts?

Read this guide to learn how to harness the power of real estate marketing on social media to generate real estate leads and clients consistently.

Why use social media for real estate marketing

If you’re one of those real estate professionals who still think that social media can’t do much for their business, keep reading to learn how you can benefit from social media marketing.

Social media can help you:

Improve brand awareness

People are more comfortable with doing business with companies they’re familiar with, which makes improving brand awareness crucial for generating more real estate leads and clients for your company.

Social media enables you to get your company in front of a large number of people quickly and make your brand more recognizable in the process.

Generate leads

44% of homebuyers search for properties on the Internet before looking anywhere else.

66% of today’s homebuyers are millennials, 76.8 million of them using social media on a regular basis in the US alone. This makes social media the perfect place to promote real estate property.

Moreover, social media users give out a lot of personal information about themselves, including their name location, age, interests, marital status, etc. This makes it easy for real estate professionals to reach these people with personalized, hyper-targeted property ads.

Finally, social media platforms allow you to stay in touch with former and current clients, which can result in repeat business or valuable referrals.

Engage with leads and clients

Social media gives you the opportunity to communicate and engage with potential leads and clients via post comments and one-on-one conversations through social platforms’ direct messaging systems, thus developing deeper and more meaningful relationships with your target audience.

Gather feedback and social proof

By giving you a direct means of communication with your target audience, social media enables you to gather genuine feedback from your clients so that you can improve the way you do business.

Social media platforms are also a great place for collecting and showcasing reviews and testimonials that can help you build trust and allow you to convert more leads and clients.

real estate social media marketing

Ideas for real estate social media posts

Not sure about what you should post on your social media pages? Here are some ideas for social media posts for real estate professionals.

New listings

Social media can help you reach a large number of homebuyers with your property listings.

Make sure to use stunning, high-quality property photos for all your listings, and you’ll have no trouble garnering interest and getting your properties seen by a large number of social media users.

Don’t just use regular old photos, though. Incorporate 360-degree photos and videos into your social media property listings as well to attract as many interested parties as possible.

Apart from allowing buyers to have an easier time learning all the details about the property you have for sale, social media also gives them the ability to easily contact you and ask for more information through a platform’s messaging system.

real estate social media marketing

Industry and market news

Sharing property listings isn’t the only thing you can do on social media. You can also use your social media pages to share industry and market news with your audience.

This will help to build trust with your audience, as well as establish you as an authority in the industry.

When creating these types of posts, avoid using industry jargon that most people won’t understand. Use simple language instead, and focus on facts and stats that are relevant to your target audience.

real estate social media marketing

Client testimonials

Posting client testimonials is a great way to showcase social proof and build trust. Ask a few of your satisfied clients to write or record a short testimonial describing their experience with your business.

Make sure that your testimonials mention your client’s name, their goal, and the obstacles that kept them from achieving that goal, as well as how you helped them to finally get what they wanted.

real estate social media marketing

Home improvement, renovation, and real estate tips

Homeowners and homebuyers alike are interested in home improvement, renovation, and real estate. You can educate your audience and establish authority by posting tips on these topics.

Videos are a great format for these kinds of tips and have excellent potential for going viral, which can expand your business’ reach significantly and help you generate more leads and clients.

real estate social media marketing

How to generate real estate leads with social media

As you can see, real estate marketing on social media doesn’t have to be hard.

In this section, we’re going to talk about how you can generate real estate leads with social media. We’re going to talk about social media strategy as well as discuss how you can use the most popular social platforms for real estate lead generation.

Start with a social media audit

The first thing you should do when looking to improve your social media lead generation results is to perform a social media audit.

An audit will give you an insight into the results you’re currently getting from social media, as well as help you identify areas for improvement.

List all your social media pages in a spreadsheet, and note down how many followers each page has, what kind of engagement rates you’re getting across platforms, as well as how much referral traffic each social network is generating for your business.

Look at your best-performing posts and analyze them to understand how they were able to outperform all your other social media content so that you’ll have a better chance of replicating their success in the future.

Take a deep dive into your audience and note down your followers’ demographic profile by looking at their gender, age, and location.

Putting all of this information on paper will allow you to gain a better understanding of your audience and the types of posts they respond to the best. This, in turn, will enable you to create better social media content in the future.

Set goals

In order to improve your social media results, you’ll need to set specific goals that you want to achieve. This will give you a benchmark for success and increase your chances of outperforming your previous results.

There are different goals that you might want to focus on, including brand awareness, lead generation, etc. Whatever goals you decide on, they should be specific and measurable.

It’s also a good idea to give yourself a timeframe for achieving these goals. This will help to focus your efforts and make it more likely that you’ll accomplish what you set out to do.

Decide on the social platforms you’re going to use

The next step involves choosing the social platforms you’re going to use to reach your audience. Note that there’s no reason why you should be on every social platform out there.

Decide on a few platforms where your audience spends most of their time, and focus onimproving your reach there.

We’re going to list the four social networks most real estate professionals should consider using in order to improve brand awareness, generate leads, and expand their professional network.


Apart from being the largest social media platform in existence, Facebook also offers a host of business features that are very useful for real estate businesses.

Real estate professionals can use Facebook to publish listings and updates, book appointments, communicate with leads and clients, as well as curate testimonials and reviews.

Additionally, Facebook’s advertising platform allows you to target specific demographics, aswell as users that have expressed interest in purchasing a property.

Here are a few ideas on how you can use Facebook as a real estate agent.

Create a Facebook Page

Creating a Facebook Page for your real estate business is the first step to harnessing the power of Facebook to generate real estate leads and clients.

Once you have a Facebook Page, you’ll be able to create posts for your listings, create events, educate your audience, create contests, and run geo-targeted ads.

real estate social media marketing

Join Facebook Groups

Facebook Groups are an excellent way of connecting with locals that are interested inbuying or selling property.

More than one billion Facebook users are members of at least one Facebook Group.

You can find relevant Facebook Groups by typing in “[location] + [neighborhood/area/city]”

in Facebook search and then checking the Groups tab.

real estate social media marketing

Once you find a suitable group, click on Join. Your request will most likely need to be approved by a group administrator. After you’ve been accepted into a group, don’t start off by promoting your listings or services.

Engage with group members and share information. Try to be a helpful and valuable member of the group. Once you develop a reputation within the group, slowly introduce a few of your listings every once in a while (if that’s within the group’s rules).

You can also create a Facebook group of your own and add people who’ve expressed aninterest in buying or selling property (including your former clients). Try to keep the group active by frequently posting news, updates, and educational posts, as well as engaging other group members.

Go live

A great way to promote a property on Facebook involves going live at the property itself and taking your audience on a virtual tour.

Make sure to find a time when most of your audience is active and remember to announce your live broadcast one or more days before it actually happens.

Remember to end your live video with a call to action.

Facebook will save your live video, and you’ll be able to use it in your ads too.

Implement a Messenger bot

A Facebook Messenger bot can suggest listings to your audience, list prices, and showcase property features automatically. It’s a great way to provide potential clients with instant information.


Due to its focus on visual content, Instagram is perfect for promoting real estate.

There’s also the fact that as much as 59% of US millennials use Instagram every day, which makes the platform even more attractive to real estate professionals.

As with Facebook, you can use Instagram to post property photos, as well as video walkthroughs of the homes you’re selling.

real estate social media marketing

Instagram Stories are another great way to promote your listings. You can also use Stories to deliver news and updates, as well as engage your audience with custom polls and promotions.

real estate social media marketing

Post high-quality photos

The key to getting attention on Instagram is high-quality visual content. Since the platform is filled with images and videos, yours need to be particularly stunning and eye-catching to be able to gain attention.

The content you post should also align with your brand’s image

Real estate posts for social media using hashtags

You should also use relevant hashtags to increase the reach of your posts and get your listings in front of more people. Here are some hashtags you might want to use for your next Instagram post:

  • #realestate
  • #realtor
  • #luxuryrealestate
  • #justlisted
  • #forsale
  • #newhome
  • #househunting
  • #dreamhouse
  • #properties
  • #propertyforsale
  • #commercialrealestate
  • #homelisting
  • #homeforsale
  • #homesweethome
  • #renovated
  • #houses
  • #architecture
  • #poolwithaview
  • #interiordesign
  • #homedecor

real estate social media marketing

You might also want to use location-based hashtags such as:

  • #[yourcity]
  • #[yourneighborhood]
  • #[yourstate]
  • #[yourcity]homes
  • #[yourneighborhood]realestate
  • #[yourstate]homebuyer


While less popular than Facebook and Instagram, Twitter still has a large user base of 326 million active monthly users.

You can use the platform to tweet about your latest listings, link to guides on staging, moving, or renovation, as well as inform your audience about developments in your town or neighborhood.

real estate social media marketing

As with Instagram, it’s crucial that you use the right hashtags to get your content noticed by more people.

Add a CTA to your profile

Twitter allows you to pin a tweet to the top of your account page. You can use this to pin a tweet linking to your latest listing or lead magnet.

Use Twitter Lead Generation Cards

Apart from posting tweets on the platform, you can also use Twitter Lead Generation Cards to generate leads from Twitter directly. These cards consist of a call-to-action and a form where users can leave their contact details.

You can combine Lead Generation Cards with a lead magnet such as a guide containinghome buying tips in order to generate valuable homebuyer leads on the platform.

Stay in touch with clients

Twitter is also a great way to stay in touch with current and former clients, either through Direct Messages or via @mentions.


LinkedIn is a business-oriented social platform that’s used by more than 500 million people.

While LinkedIn isn’t exactly the best place to generate homebuyer leads, it’s great for networking with fellow real estate professionals and establishing mutually beneficial relationships.

You can do this by adding other professionals to your LinkedIn network and interacting with them, as well as joining LinkedIn groups and participating in group discussions.

real estate social media marketing

A quick way to add more people to your network is to allow LinkedIn to invite all your email contacts to connect with you on the platform. While this might not be the most personal way of connecting with people on LinkedIn, it can give your network a great start.

LinkedIn also gives you the opportunity to network with business owners that might belooking to purchase or rent commercial property. You can also use LinkedIn to network with mortgage brokers, home appraisers, and similar professionals that might be of help to your business.

Create a content calendar (and stick to it)

The final step involves gathering the visuals and creating the copy you need to publish your social media posts. Put all of these into a real estate social media content calendar so that you’ll have an easier time staying on track and publishing content regularly.

Best practices for real estate marketing on social media

We’ve gone through the top social media platforms you should use to generate real estate leads. Now we’re going to look at some best practices and social media tips for real estate agents you need to keep in mind when promoting your listings and business on social media.

Optimize your profiles

No matter which social platforms you use, it’s crucial that you take the time to optimize your social profiles.

This includes filling out all the information about your business, such as your physical address, website, phone number, and email address, as well as using a high-quality profile photo that aligns with your brand.

This will ensure that potential leads and clients won’t have a hard time finding you on social media, and will be able to recognize your content with ease. It will also make it easy for anyone to find multiple ways to contact you to inquire about properties.

social media marketing for real estate

Cater your content to specific client personas

As a real estate agent, you most likely have different types of clients: from first-time homebuyers to house flippers.

If this is the case, you should take the time to create or curate content that caters to every specific type of client you deal with in order to have the best chance of engaging potential leads and clients.

Engage with your audience

Apart from regularly posting on your social media pages, you should also put in the effort to engage with your audience. Respond to people’s comments and messages, and participate in discussions to keep your audience active and engaged.

Use videos

With people spending 30 minutes per day watching videos online, and 55% of them consuming at least one video every single day, using videos on your social media pages is ano-brainer.

You can use videos to introduce yourself and your business, showcase properties, educate your audience, and show off your satisfied clients.

real estate social media marketing

Stay consistent

Consistency is key when it comes to generating great results on social media. Try to stayactive and post regularly on all your social media channels, as well as interact with your social audience.

This will give you the best chance of generating leads and clients from social media on a regular basis.

Take advantage of social ads

Most social platforms allow you to create hyper-targeted ad campaigns that are able to reach people based on their interests, behavior, and demographics.

This makes it easy for real estate professionals to reach the people that are mostlikely to be interested in their listings.

Take advantage of this by creating social ad campaigns on platforms such as Facebookand Instagram.

Real estate marketing on social media can generate leads and clients

All real estate professionals should be active on social media. Social media allows you to improve brand awareness, generate leads, engage with your target audience, and gather valuable feedback and social proof.

There are different types of content real estate professionals can share on social media, including new listings, industry and market news, client testimonials, and home improvement tips.

When looking to improve your social media strategy and generate more real estate leads with your social media pages, it’s wise to start by performing a social media audit to gain an understanding of what has and hasn’t been working for you so far. You should also set one or more specific and measurable goals for your social media efforts to increase the chances of outperforming your previous social media results.

When deciding on the social platforms you’re going to use, it’s important not to fall into the trap of trying to be on every social network out there. Pick a few platforms where your audience spends most of their time and focus on them exclusively. Most real estate professionals would benefit from using platforms such as Facebook, Instagram, Twitter, and LinkedIn.

Facebook, in particular, offers the most options for real estate lead generation. Real estate professionals can create Facebook Pages, join Facebook Groups, and take advantage of features such as live video streaming and Messenger bots to generate leads on the platform.

Instagram, on the other hand, allows real estate agents to reach a wider audience with their property listings through the use of hashtags. It also provides an opportunity for engaging an audience further through advanced features such as Story polls.

Twitter is another social platform that can enable real estate professionals to generate leads on a consistent basis. Profile call-to-actions, Twitter Lead Generation Cards, and the platform’s direct messaging system are all great ways to reach more people and stay in touch with your current clientele.

Real estate agents and investors that are looking to expand their professional network can use platforms such as LinkedIn to meet and communicate with fellow industry professionals, as well as reach business owners that might be looking to purchase or rent property.

Finally, it’s crucial that real estate agents create a content calendar that will allow them to keep track of all their social media activity. This will allow them to manage their social media posting much more effectively.


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