I’ve seen too many talented real estate professionals miss out simply because they treat social media as an afterthought. In today’s market, your next buyer—or seller—might not be walking through your office door. They’re scrolling Instagram. If you’re not showing up there, you’re invisible.
News Recap: Social Media Is Now Core to Real Estate Marketing
In a recent industry piece, a seasoned broker emphasized that many of their sales now stem directly from social media followers. The article, featured in Real Estate News (June 2025), underscores a rising trend: real estate agents who lean into social platforms—particularly Instagram, TikTok, and Facebook—are reaching more clients, selling faster, and gaining long-term visibility.
1. Social Media Isn’t Optional—It’s a Competitive Edge
Years ago, a strong MLS listing and polished flyer might have been enough. Not anymore.
Today’s buyers, especially millennials and Gen Z, are shopping with their thumbs. According to the National Association of Realtors, 47% of homebuyers begin their search online—and over 70% of millennials use social media to research homes and agents. If you’re not posting there, someone else is—and they’re winning your leads.
2. One Platform Done Right Beats Being Everywhere Poorly
Many agents make the mistake of trying to be everywhere—Instagram, LinkedIn, TikTok, YouTube. The smarter approach? Focus your energy on the platform that aligns with your brand and your audience. For the luxury housing market, Instagram might be the best visual medium. For commercial brokers, LinkedIn offers professional reach. Pick one, master it, then scale.
3. Paid Posts Aren’t a Gimmick—They’re Precision Tools
Let’s be clear: $6 a day on a well-targeted Instagram boost isn’t an expense, it’s an investment. You can geo-target potential buyers within a 20-mile radius of your listing. That’s direct-to-eyeballs marketing with zero waste—something traditional print ads can’t match. Even better? Those clicks often turn into followers, building your long-term brand.
Smart Moves for Real Estate Agents Right Now
Start with a Public Profile
Make sure your account is open to the public. Private posts limit visibility and kill organic growth.
Use Local & Niche Hashtags
#DallasHomes #SoCalCondos #NYCViews—hashtags act like search engines inside social platforms. Use them strategically.
Test a $5–$10 Boost on Your Next Listing
Even a small paid campaign can dramatically expand your reach. Focus on your zip code and real estate interest groups.
Engage, Don’t Just Broadcast
Comment back, like others’ posts, and show your personality. People follow people—not property listings.
Quick Explainer:
What’s a “boosted post” on Instagram?
A boosted post is a regular Instagram post that you pay to promote to a wider or targeted audience. It appears like a normal post but shows up on the feeds of users who don’t follow you—ideal for growing visibility.
Have questions? Here’s what other agents are asking:
Do I need professional photos and videos?
Not always—but clear, well-lit images are a must. Your phone is likely good enough, especially with natural light.
Should I use TikTok even if I’m not comfortable on camera?
Only if it fits your style. Instagram’s photo-focused posts or Facebook’s community groups might suit you better.
How often should I post?
Consistency matters more than frequency. Start with 2–3 posts per week, and build from there.
Final Thought
This is about being visible to the right people at the right time. You’re not trying to become a TikTok star—you’re trying to build trust, show expertise, and spark real conversations that lead to closings. I’ve seen it work, over and over.
