According to NAR, 52% of Realtors use social media to generate leads1. Yet most agents treat social media as a bulletin board for listings rather than a platform for building relationships and demonstrating expertise.
The Problem With "Just Listed" Content
Posting only listings fails because:
- Most followers aren't actively buying or selling
- Listings don't build personal connection
- Everyone posts listings—there's no differentiation
- Algorithm penalties: low engagement = less reach
Content That Actually Works
Educational Content
- Market updates and statistics
- Home buying/selling tips
- Mortgage rate explainers
- First-time buyer advice
- Home maintenance tips
- Investment insights
Local/Community Content
- Neighborhood spotlights
- Local business features
- Event announcements
- Hidden gems and local favorites
- Community news and updates
Personal Brand Content
- Behind-the-scenes of your business
- Your story and why you do this
- Day-in-the-life content
- Client success stories (with permission)
- Personal interests that make you relatable
Engagement Content
- Questions and polls
- "This or that" comparisons
- Local recommendations requests
- Controversial takes (carefully)
Platform-Specific Strategies
- Reels: Short, engaging video (highest reach)
- Stories: Daily updates, polls, behind-the-scenes
- Feed posts: Polished, high-quality images
- Carousels: Educational content, tips, neighborhood guides
- Community groups: Participate genuinely (don't just spam)
- Live video: Market updates, Q&As, open house tours
- Events: Open houses, community events
- Reviews: Build social proof on your page
- Professional insights and market analysis
- Industry commentary
- Business-focused content
- Network with referral partners
TikTok
- Entertaining, authentic content
- Trending sounds and formats
- Home tours with personality
- Real estate tips and myths
- Humor works well
Content Calendar Strategy
A balanced weekly posting schedule might include:
- Monday: Market insight or stat
- Tuesday: Educational tip
- Wednesday: Local business or neighborhood spotlight
- Thursday: Personal/behind-the-scenes
- Friday: Listing or sold (if you have one)
- Weekend: Engagement post or community content
Engagement Best Practices
- Respond to all comments: Within hours, not days
- Engage with others: Don't just post—interact
- Ask questions: Create conversation
- Use Stories: More casual, direct interaction
- DM follow-ups: When appropriate, take conversations private
Hashtag Strategy
- Mix of local and general real estate hashtags
- Research what works in your market
- 10-15 relevant hashtags per Instagram post
- Create a branded hashtag for your business
Paid Social Advertising
Facebook/Instagram Ads
- Target: Homeowners in your area
- Offer: Home valuation, market report
- Format: Video performs best
- Budget: Start with $500-1000/month to test
Measuring Social Media ROI
- Reach and impressions: How many people see your content
- Engagement rate: Likes, comments, shares relative to followers
- Website traffic: Clicks from social to your site
- Lead generation: Form fills or contacts from social
- Follower growth: Building your audience over time
Common Mistakes
- All business, no personality: People follow people, not logos
- Inconsistency: Posting sporadically kills momentum
- Ignoring comments: Signals you don't care
- Being too salesy: Value first, promotion second
- Poor quality images: Hurts brand perception
- Spreading too thin: Better to excel on 2 platforms than struggle on 5
Conclusion
Social media success for real estate agents comes from providing value and building genuine connections—not just posting listings. Create a content mix that educates, entertains, and shows your personality. Be consistent, engage authentically, and remember that social media is a long game.
References
- National Association of Realtors. (2023). Technology Survey.