Social media guide for real estate professionals

Overview

Levels
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Real estate professionals who use social media usually have a strong advantage over those who don’t. Social media is like a 24/7 open house. Done well, it builds trust even before the first showing, it generates qualified inquiries, and it keeps your pipeline steady through seasonal swings. This guide is for agents, teams, and brokers who want to run social like a repeatable system so it drives appointments, listings, and referrals.

Key takeaways

What is a real estate social media program?

Real estate online marketing includes the ongoing, planned use of social platforms to attract, nurture, and convert buyers, sellers, renters, and referral partners. Instead of sporadic listing blasts, a program blends consistent:

Your goal: Use a consistent real estate social media presence to become the trusted local professional long before someone is transaction ready.

Why do real estate pros need social?

Consumers spend a significant amount of time on social media, and many turn there to vet local providers. 31% of US consumers use Instagram for local business reviews, and 20% use TikTok when choosing real estate and related services (agents, contractors, clinics). If you’re not engaging your audience where they’re looking, you risk losing out to competitors.

What are the components of high-performing social media marketing for real estate agents?

High-performing real estate social starts with a simple truth: Buyers discover you online before they ever step into a showing. In fact, 51% of recent buyers found the home they purchased on the internet, which is why your social presence, content system, and capture paths matter as much as yard signs and open houses.

Use this checklist to build end-to-end:

How do you build a social media campaign for real estate? Here are 7 essential steps

Step 1: Define your niche and promise

Now is the time to sort your real estate marketing ideas for social media. To begin, write two lines:

  1. Audience and area: “First-time buyers in North Hills + surrounding suburbs.”
  2. Promise: “Clear weekly guidance, tours, and lender intel that make buying simple.”

Pressure-test with 10 post ideas you can make this week (e.g., “$500k tour,” “3 grants you didn’t know,” “North Hills dog-park loop”). If you can’t list ten quickly, narrow the niche or add a second area you truly know.

Step 2: Pick platforms and purpose

Different channels do different jobs:

Choose two primary channels to start. Define a weekly cadence you can sustain (e.g., 3 Reels + 2 carousels + daily Stories).

Step 3: Build repeatable formats (series)

Series save time and train your audience to expect value. Mix 3–5 of these:

Document the template for each series: hook, three beats, CTA, cover image style.

Step 4: Produce for the scroll (and the save)

The best social media posts for realtors structure for attention and action:

Tip: Shoot in batches (2 hours - 6–8 Reels). Keep a shared asset folder: logo overlay, lower third, end card with contact info.

Step 5: Route interest like a pro

Visibility without capture is vanity. Organic social media traffic converts to sales at 2.4% (B2C) and 1.7% (B2B), which is lower than higher-intent channels like email and SEO. This shows that impressions alone rarely become outcomes without capture paths (i.e., CTAs, lead forms, DMs). For success, real estate agent social media marketing strategies must make next steps frictionless.

Step 6: Add paid fuel (light but targeted)

A little budget amplifies winners:

Set simple goals: cost per lead (CPL), appointments booked, and close rate from paid vs. organic. Kill underperformers quickly.

Step 7: Measure, refine, stay compliant

Review weekly:

Before you redo everything, fix what people see first: the thumbnail, your first on-screen words, and the opening line. Also keep a simple do/don’t list where you can see it, so you don’t accidentally break any rules.

Real estate social best practices

Quick campaign checklist

✅ Say who you help, where you work, and what you promise — in one sentence
✅ Pick two main social platforms and decide how often you’ll post each week
✅ Create 3–5 repeatable post types you can use again and again (what’s the hook, what you show, the call to action)
✅ Gather your brand basics in one place (logo, text overlays, end screen, caption starters)
✅ Set up a simple “link in bio” page, a few free resources to collect leads, and make sure new leads flow into your contact list/CRM
✅ Plan a tiny ad budget to boost your best posts and retarget people who watched
✅ Every week, check saves, clicks, DMs, and appointments, and note what worked
✅ Keep a short do/don’t rules list visible (fair housing, MLS, brokerage disclosures)

Social media content for realtors works when it’s a system, not a scatter. Pick an audience and promise, build a few repeatable series, capture interest with clear next steps, and measure what leads to appointments and contracts. Keep it local, human, and helpful, and your social presence will become your most dependable source of new business, steadily growing and compounding over time.

Ready to bring your social media campaign to life? Use Adobe Express to create social posts, schedule content, and stay on brand, all with no design experience needed.

Frequently asked questions.

How often should real estate agents post on social media?
Start with a sustainable cadence: 3–5 feed posts per week (at least 2 Reels/Shorts), plus daily Stories. Consistency beats bursts. Increase only when you can maintain quality and timely follow-up.
What types of posts convert best?
Education that solves a real problem (pre-approval steps, payment math, inspection tips), neighborhood/lifestyle content that answers “what’s it like to live here?”, and social proof (reviews, closings, behind-the-scenes). Pair each with a clear next step (DM keyword, link, calendar).
Do I need separate accounts for personal and business?
You can blend your accounts, but keep it intentional: 80% value to your target audience, 20% human moments. If personal content overwhelms your niche, create a dedicated business handle and cross-share selectively.
How do I handle leads in DMs without being pushy?
Acknowledge, add value, and ask permission to move to text: “Happy to send the net sheet—what’s the best number?” Then set the expectation for next steps (quick call, showing window, lender intro).
What metrics matter most in social media marketing for realtors?
Track saves, profile taps, link clicks, and DMs for early signals; monitor inquiries, appointments, signed clients, and closed volume for outcomes. Attribute by source in your CRM.
What about compliance and fair housing?
Avoid language that implies preference or exclusion (families, schools as “best,” etc.). Don’t target or discourage protected classes. Follow brokerage/state disclosure rules and MLS guidelines for photos and remarks. When in doubt, use neutral, fact-based descriptions and link to official sources.
How do I promote listings without spamming?
Follow a 1:3 ratio — one promotional listing post for every three value posts. For listings, rotate tour, “this or that” comparison, neighborhood angle, and price/offer strategy insights. Always include a soft CTA (“DM ‘TOUR’ for showing slots”).

Try Adobe Express today

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