Social Media for Real Estate:

8 Jaw-Dropping Secrets

Whether you’re an agent, a brokerage firm, or a trailblazing real estate app, social media for real estate gives you a direct line to engage with your target audience, drive sales, and thrive in today’s competitive market. While paid ads give you a short-lived visibility boost, organic social media channels help you build genuine engagement and trust with prospective clients, resulting in a stronger brand reputation.

You probably landed on this page because you don’t know where to start with social media marketing or want to improve your existing strategy. You’ve come to the right place! This article will share the best tips and tricks to organically grow your social media presence and position your real estate business as an indisputable leader in your niche.

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Why Is Social Media for Real Estate Important?

When done right, social media marketing for real estate can drive incredible results for your business, from improving your visibility to nurturing better relationships with future, present, and past clients.

Better Visibility and Reach

Creating real estate content for social media helps you reach more people and expand your reach within target markets. Consistently posting engaging content across your social media channels increases your brand awareness and allows you to create a broader network of potential buyers and sellers. In fact, according to the National Association of Realtors, 77% of real estate agents actively use social media for real estate in some form.

Authentic Relationships

Real estate professionals can use social media platforms to interact and connect with their audiences. Through storytelling, behind-the-scenes content, and personalized responses, real estate businesses can humanize their brand and create an emotional connection with their audience that goes beyond transactions.

Remember that buying is, first and foremost, an emotional decision. When you utilize real estate social media marketing to start meaningful conversations and develop deeper relationships with your audience, your brand will be the first thing that comes to their minds when they want to sell or buy real estate.

real estate social media
social media ideas for real estate

Lower Cost Than Ads

Organic social media marketing is a cost-effective strategy to generate leads and increase brand awareness, especially when compared with other marketing approaches like paid ads.

Paid ads can give your real estate business immediate exposure, but you’ll need to make a significant investment to maintain visibility. In contrast, organic social media marketing relies on content creation, community engagement, and relationship building to naturally grow a loyal audience. Building a strong social media marketing strategy takes more time than paid ads, but it also leads to deeper relationships, better brand reputation, and more sustainable results over time.

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Social Media for Real Estate: 8 Tips for Increased Sales

Now that you know about the incredible benefits that a strategic social media presence can create for your real estate business, let’s go over tangible tips that will help you grow your social media accounts.

1. Know Your Target Audience

The first step to creating an effective social media strategy is to identify and research your target audience. If you want to create content that resonates, you need to have a deep understanding of your target audience’s desires, problems, and goals.

So, what should you know about your target market to create your social media strategy? You’ll need to pay attention to both demographics and psychographics.

  • Demographics: tangible characteristics of your audience, such as age, location, income level, and family status.

  • Psychographics: intangible characteristics of your audience, such as interests, goals, concerns, values, lifestyle preferences, buying behavior, and more.

Understanding your audience’s demographics helps you concretely visualize the type of people that you are targeting on your social media platforms. In turn, understanding psychographics helps you create social media posts that forge an emotional connection and truly resonate with your audience because they are speaking directly to their wants and needs.

Once you’ve gathered enough insights about your target audience, create detailed customer avatars to represent different segments of your target market. Here’s an example:

Sarah is a 35-year-old married professional with two young children living in the suburbs. She works as a project manager in a nearby city and values a balance between work and family life. Sarah wants to upgrade from her current starter home to a larger property with more space for her growing family. She is looking for neighborhoods with good schools, parks, and family-friendly amenities. Sarah wants to have a backyard for her kids to play in and a home office if she ever needs to work remotely. She also wants to learn about local real estate market trends and mortgage options to make an informed decision.

When you understand your target audience, you’ll also be able to create social media posts using a format that your audience resonates with. For example, your audience may be more receptive to video content, infographics, professional real estate photography, client success stories, and more.

2. Decide on Your Social Media Platforms

There are many different social media platforms out there, and each of them offers unique features and focuses on different demographics and user behaviors. It’s important to pick social media platforms that best align with your target audience and the nature of your real estate business.

  • LinkedIn: A professional networking site ideal for connecting with real estate professionals, sharing informative content, and establishing credibility as a real estate expert.

  • Facebook: One of the oldest social media platforms, Facebook is great for community building and property listings to reach a broad audience of potential buyers and sellers.

  • Instagram: One of the most popular social media platforms that’s perfect for showcasing property listings using high-quality photos and videos, as well as engaging with your audience through stories and reels.

  • TikTok: An innovative platform that focuses on short-form video content, TikTok is a great opportunity to showcase your personality, share educational tips, and reach a younger audience like Gen Z and millennials.

  • Pinterest: Visual discovery platform where you can get creative with featuring property inspiration, interior design ideas, and neighborhood highlights to generate leads and traffic to your website.

  • YouTube: Ideal for creating video tours, tutorials, and neighborhood guides to educate and engage your audience while demonstrating expertise in the real estate market.

Be strategic about the social media platforms that you choose. Rather than spreading yourself too thin across multiple platforms, focus on mastering one or two where your target audience is most active. Consistency is key to building trust and maintaining engagement over time. It’s hard to stay consistent if you’re marketing on too many platforms (especially if you didn’t do a lot of social media marketing in the past), so get confident with one platform before tackling the next one.

What Is the Biggest Social Media Platform for Real Estate?

When it comes to real estate social media, figuring out what the best platform for your business is depends on your target audience and goals. LinkedIn and Facebook are traditionally popular social media channels for the real estate industry. Recent research shows that 67% of REALTORS® use Facebook and 49% use LinkedIn for professional purposes.

If you’re a real estate agent, Instagram can be a great way to build a personal brand and create deeper connections with your target audience. TikTok is an effective way for real estate professionals to reach potential clients who are Gen Z or millennials. Pinterest and YouTube are not as popular in the real estate industry as other social media sites, but they can still generate impressive results with the right social media strategy.

3. Develop Your Brand Voice

It’s essential to develop a distinct brand voice for your real estate business to use across all social media accounts. Your brand voice expresses your brand’s personality and values. When you maintain a consistent brand voice across platforms, you create a cohesive and memorable experience for your followers. This reinforces your brand identity and creates a deeper connection with your audience!

For example, maybe you’re a real estate professional who wants to be known for being friendly, energetic, and aspirational. Or maybe you’re a real estate crowdfunding app that strikes the perfect balance between professionalism and approachability. Spend some time thinking about what you want your real estate to be known for and express that in your brand voice.

4. Use Storytelling

There’s a well-known statistic that stories are 22x times more memorable than facts alone, and real estate professionals need to be aware of the power of storytelling. Using real estate social media to turn property listings into interesting stories helps you create an emotional connection with your audience and improve brand recall. As a result, you’ll enjoy better engagement and conversions.

So, how do you use storytelling in real estate social media marketing?

When creating content, focus on the benefits more than on the features. If you’re a real estate agent writing a property listing, focus on explaining how it feels to live in this space vs. simply listing out how many bedrooms and bathrooms the property has. If you’re a real estate agency, share success stories of past clients who found their dream homes or investment properties using your services. Remember that you’re creating content for human beings and tap into the emotional aspect of homebuying!

5. Take Your Audience Behind-the-Scenes

One of the biggest benefits of real estate social media is how easy it is to share more relatable and personalized content. One effective strategy for generating leads and converting potential buyers is to use your social media account to take your audience behind the scenes of a specific property listing. This creates an emotional connection and makes your property listing more memorable.

If you’re a real estate agent, behind-the-scenes content helps you build your personal brand and create stronger connections with your followers. When you share content like staging a property, meeting with clients, or attending open houses, you humanize yourself as a real estate professional and create a sense of authenticity. Remember that social media’s main goal is connection. Focus on building relationships and establishing rapport. Over time, this will bring more potential clients to your doorstep (no pun intended!).

6. Educate Your Audience

Sharing educational content on your real estate social media allows you to position yourself as a knowledgeable and trusted resource in the industry and provide value to your audience. Focus on creating informative content, such as guides, tips, and market insights, so your followers can make informed decisions about buying, selling, or investing in real estate.

Get creative with the type of educational content you create and see what resonates best with your target audience. How-to guides on home buying or selling processes, neighborhood spotlights, analysis of market trends, investment strategies, and home improvement tips are all great ways to demonstrate your expertise in the real estate world.

7. Engage with Your Community

Your social media marketing strategy should be focused on building deeper relationships with your audience, and the best way to do that is to engage with your followers and connections.

Real estate professionals should participate in conversations, respond to comments, and start discussions. You should also consider sharing user-generated content, such as testimonials or photos of happy clients in their new homes. When you engage with your community, you attract new clients and strengthen relationships with existing ones!

8. Stay Consistent

When it comes to real estate marketing, it’s essential to stay consistent with your marketing efforts. When you maintain a regular posting schedule and a cohesive brand voice, you establish credibility, build trust, and stay top-of-mind with your potential clients, existing clients, and your overall social media network. If you struggle with staying consistent and social media engagement, learn more about how we can help you with One-Day Conversion Copy.

Real estate professionals should participate in conversations, respond to comments, and start discussions. You should also consider sharing user-generated content, such as testimonials or photos of happy clients in their new homes. When you engage with your community, you attract new clients and strengthen relationships with existing ones!

Social Media Ideas for Real Estate

If you’re looking for social media posts for real estate, here are a few ideas to use as inspiration!

  • Property Spotlights: Showcase different properties in your portfolio using high-quality photos, videos, and storytelling to highlight key selling points. You could turn this into a weekly or monthly spotlight series!

  • Q&A Sessions: Host a Q&A session to answer common questions about buying, selling, or investing in real estate. Your audience could submit questions in advance or you could lead a real-time discussion packed with real estate advice.

  • Local Area Guides: Highlighting different neighborhoods and communities in your area, including information about local businesses, schools, parks, restaurants, and transportation options. Consider also sharing insights into housing trends and market statistics.

  • Social Proof: Share testimonials and success stories from satisfied clients who have bought or sold properties through your services. Use quotes, photos, or video interviews to share their experience to build trust in your services.

  • Educational Content: Create educational videos and graphics on topics relevant to your audience, such as first-time homebuying tips, investment strategies, or home staging advice. This will help you stand out among industry professionals.

It’s important to experiment with different types of real estate social media content and see what performs best with your followers. Don’t be afraid to try new things or use innovative social media tools!

Social Media for Real Estate Examples

As a digital marketing agency, we’re obsessed with creating content for real estate social media sites. So, we couldn’t resist and created a few mini-social media posts that you could use as inspiration!


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Still Curious?

Frequently asked questions

A: The best social media platforms for your real estate business depend on your target audience and the type of content that you want to share. However, certain platforms, including LinkedIn, Instagram, and Facebook, are typically more effective for real estate professionals than other social media platforms. On LinkedIn, you can network with industry professionals and grow your credibility as a real estate expert. On Instagram, you can build more personal connections with potential clients and leverage high-quality photos and videos for your real estate marketing. Facebook can be a great platform to engage with your community and share property listings.

A: It’s essential to develop a strong marketing strategy, create content that speaks directly to your target audience, and stay consistent with your real estate social media marketing. Start by identifying the platforms where your potential clients are most active, whether it’s Instagram, Facebook, LinkedIn, or others. Then, develop engaging content that showcases your expertise, such as property listings, educational guides, client testimonials, and behind-the-scenes content. Maintain a regular posting schedule and interact with your audience by responding to comments and messages. Most importantly, stay authentic and focus on growing connections!

A: Absolutely! Social media is a powerful marketing tool for real estate businesses to help them attract and convert potential clients. Top real estate agents use social media platforms to showcase properties, engage with new clients, and grow their personal network. It’s important to identify the right social media platforms for you and tailor your content to your target audience, whether it’s luxury house shoppers or first-time homebuyers.

A: There are many ways to use real estate social media as a realtor. You can use LinkedIn to network with real estate professionals and market leaders to grow your authority as a real estate agent. Instagram is a visual platform where you can create both entertaining and educational content for your audience using photos and videos. Facebook groups can be a great way to find new clients and share property listings. Ultimately, it’s important to get creative and see what kind of social media strategy brings you the best results.

A: Both Instagram and Facebook are great social media platforms for real estate businesses. Instagram is a more visually driven platform where you can create high-quality photos and videos to showcase listings, educate your audience, and make personal connections. Facebook can be a great place to find new leads, research market trends, and share the latest listings in your portfolio.

A: To create high-converting real estate social media content, it’s important to research your audience and understand what kind of content they resonate with. Your content should both educate and entertain your followers, so consider sharing property listings, market updates, neighborhood spotlights, and home-buying tips in a way that’s relatable and story-driven. Once you create the content, it’s important to engage with your audience and respond to their comments.

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