Like in many other industries, social media marketing is also crucial in real estate. Effective marketing strategies will enhance your visibility, boost brand awareness, attract more potential clients, and foster trust and credibility. Moreover, it’s cost-effective and a great way to showcase properties in a creative and unique way.
However, it’s not enough to just incorporate real estate social media marketing into your overall digital marketing efforts. You need to follow the trends and user behavior, while constantly updating your strategies accordingly.
In this guide, we’ll tell you more about this form of marketing while giving you a bunch of tips, strategies, and the tools you can use to stay ahead of your competition and gain more clients.
Why Social Media Is Crucial for Real Estate in 2025
Social media has a vital role today in generating leads and increasing trust in your brand. With as many as 54% of real estate agents saying that social media is the best source for high-quality leads, it’s clear how important it is.
More than that, as many as 92% of realtors use Facebook for leads, while 68% use Instagram, and 52% use LinkedIn, showing that these three are the most popular picks among realtors.
There’s also a shift toward younger and digitally native buyers, largely because millennials represent the second-biggest portion of buyers. Millennials occupy 29% of the market, versus 42% for boomers. Millennials are now the largest generation in the US, so these 29% are even more important. However, despite that, baby boomers should still be the main target market.
When it comes to ROI, 60% of real estate agents believe that social media offers the best ROI. The numbers support this, since the top agents get conversion rates of 12% with social media, while the industry average is 4.7%.
Top Platforms to Prioritize in 2025
You’ve seen the three most important social media platforms based on how many realtors use them, but here’s a bigger list of the platforms you should prioritize, together with what makes each important and where each works best:
- Facebook: Still the biggest network with the most diverse demographics. The sheer numbers make it crucial in marketing. It’s great for targeted advertising, while visual content fares best.
- Instagram: With up to 2 billion users, it’s not a platform to miss. It’s best to have personal content, so a mix of property images and personal stories is always great. Instagram is significant for building awareness, but there are other tips to consider.
- LinkedIn: Since as many as 30% of Americans use it, it should be a part of your strategy. It’s best suited for networking and thought leadership. Even though it might not sound like it for your industry, it’s still best to share written content here.
- YouTube: With 2.5 billion people using this video-sharing platform, you shouldn’t miss it, although many realtors do. If you don’t have the budget, even informal videos made with a good phone can do the trick.
TikTok is another platform you should consider, even though it’s used mostly by the younger generations who are not a big part of the home-buying market. Still, a good deal of millennials use it, and it’s a great place to gain an organic following through creativity and authenticity.
Winning Content Ideas for Real Estate Agents
Since high-quality visuals matter the most for the real estate industry and the social media environment, you should focus on content like
- Virtual tours
- 3D walkthroughs
- Renovation content (before and after videos or images)
- Drone videos
- Professional photographs
You should also build trust and expertise through:
- Market updates
- Home buying and selling tips and guides
- Client testimonials
- Ask me anything sessions or Q&A posts
You should focus on video-first strategies by sharing short videos on most platforms you use, while taking advantage of Instagram Reels and Stories, but also YouTube Shorts.
Being consistent is crucial, and you can always utilize content calendars, especially if you plan to use multiple platforms. Research the best posting times for each platform and create a calendar in an automated social media tool like Hootsuite or Buffer.
Leveraging Influencers and Partnerships
The rise of micro-creators and local influencers is evident, fueled by the emergence of big-name influencers and the broader industry surrounding them, as well as other content creators.
Unlike big-name celebrities, these local names can be perceived as more authentic and trustworthy, making their recommendations more powerful, even if they reach a much smaller audience. Their engagement rates are higher, and audiences are more niche and locally focused.
Due to all of this, it can be very cost-effective to partner with them, and they should always be a part of your real estate marketing plan. Here are some tips on how to collaborate with them:
- Partner with the right people
- Define your goals early on
- Ensure to give them creative freedom
- Encourage them to focus on storytelling
- Gravitate toward long-term relationships, not one-off campaigns
- Don’t forget to have written and clear contracts
- Ensure they clearly disclose when their content is sponsored
Paid vs Organic Social Strategies
Both paid and organic social media strategies have their uses as they offer distinct advantages.
You should use organic social campaigns if you want to build brand awareness and foster trust. However, you need to work hard and consistently provide value and engage with your community.
On the other hand, paid social strategies are great for promoting your brand to a bigger and more targeted audience that’s not part of your following. You can quickly promote certain listings through paid campaigns and drive traffic to your website.
Since organic social campaigns are tougher and require more work, here are some tips that can help you boost reach:
- Pose questions in your captions or directly in videos to encourage comments
- Answer comments promptly and don’t ignore questions
- Run quizzes and polls in Stories and other social media features
- Encourage followers to share their own content, like photos of their homes or favorite neighborhood spots
- Go live from time to time to host Q&A sessions, interview community members, or even give property tours
- Always use relevant hashtags if the platform utilizes them
- Create content that can be shared, like infographics, checklists, and guides
- Learn your audience's usage patterns and post at the best times when most of your audience is active
Don’t forget to use A/B testing to see what content works and audience targeting options in paid campaigns to ensure your content reaches the right people.
Tools and Automation to Scale Your Efforts
Tools and automation are crucial today because of the time they save and the improved efficiency they offer. In real estate social media marketing, scheduling tools are at the forefront. Here are some of the main ones to consider:
- Buffer: A simple and easy-to-use tool that’s ideal for smaller teams and individuals. It offers a browser extension, a feature for creating landing pages, and a comprehensive set of analytics.
- Later: A visually focused scheduling tool, Later is ideal for platforms like Instagram. It features drag-and-drop functionality, analytics, hashtag suggestions, and mini-website creation.
- Hootsuite: Great scheduling tool for covering multiple platforms through a single dashboard. It offers bulk scheduling features, detailed analytics, social listening tools, and even team management options.
If you want to create content with AI tools, your best bets are ChatGPT or similar large language models, most notably Google’s Gemini. You can also use similar tools that are more focused on creating marketing copies, like Copy.ai and Jasper.
You can use AI tools to create captions for your videos. The tools we mentioned — ChatGPT, Jasper, and Copy.ai — can do the trick here, but you can also use Lately.ai.
Important note: Even though AI and automation tools are incredibly beneficial, you shouldn’t over-automate in the sense that you forgo the human voice. Real estate is a relationship business, so the human element should always be the biggest part of your marketing.
Measuring ROI and Success on Social Media
Running a social media marketing campaign always includes tracking its success. You need to follow several metrics to determine this, including:
- Return on investment (ROI) — Use the right formula to determine ROI
- Cost per lead (CPL) — This is the cost of social media divided by the number of generated leads
- Your reach — Total number of people who saw your content
- Impressions — Total number of times your content was seen
- Engagement rate — (Total engagements / Total reach or impressions) x 100
- Click-through rate (CTR) — Percentage of people who saw your content and clicked on an embedded link
- Follower growth rate — Track the number of followers you’re gaining and how quickly
You should also track Urchin Tracking Module (UTM) parameters and your Google Analytics dashboard.
Lastly, don’t forget to schedule regular reviews and adjust your strategy to reflect the changes you’re experiencing.
Why Use MAXA for Your Social Media Strategy
You can always use MAXA to create designs and use various marketing templates to up your real estate social media marketing game.
You can get branded templates and easily customize them to fully suit your needs. You can also use our video marketing tools to create professional videos.
Our platform has recently gained the ability to offer social caption suggestions, which can be handy if you want to automate this process. Furthermore, we are soon launching a scheduling tool, so you won’t need to use a separate tool just for that.
Final Tips to Future-Proof Your Social Strategy
Outside of everything we’ve discussed, you need to keep experimenting with different formats of social media posts and even the platforms you’re using. Test everything constantly to keep your strategies foolproof.
Naturally, don’t forget to build a strong and consistent brand voice, but ensure it remains adaptable to new trends.
Most of all, stay consistent, respond to comments and messages from followers, and keep your campaign focused on the community.
If you need help and are willing to give the MAXA tool a try, book a call with us to see what we can do for you.
