5 Essential Tips for Real Estate Agents to Improve Their Social Media Presence

In today's digital-first real estate market, your social media presence isn't just a nice-to-have—it's essential for success. Research shows that 37% of buyers now find their agent online, making digital discovery more common than traditional referrals. Even more compelling, 71% of buyers report they're more likely to work with agents who have a strong social media presence.

If you've been posting inconsistently or struggling to generate leads from your social channels, you're not alone. Nearly a quarter of agents using social media aren't seeing meaningful results. The difference between success and frustration often comes down to strategy. Let's explore five proven ways to transform your social media presence from static to strategic.

1. Prioritize Video Content to Quadruple Your Engagement

Video has emerged as the undisputed king of real estate social media content in 2025. The statistics are staggering: listings featuring video receive 403% more inquiries than those without. That's not a typo—four times more potential buyers reaching out because of video content.

Why does video work so well? It allows prospective buyers to experience properties in ways that static photos simply can't match. A well-crafted video tour helps buyers envision themselves in the space, understand the flow of rooms, and get a genuine feel for the property before ever scheduling a showing.

What types of video should you create?

Start with property walkthroughs and virtual tours—73% of homeowners say they're more likely to list with an agent who uses video. But don't stop there. Consider creating:

Short-form content for Instagram Reels and TikTok showcasing property highlights

Neighborhood spotlight videos highlighting local amenities and community features

Market update videos discussing trends and buyer/seller tips

Behind-the-scenes content showing your day-to-day work as an agent

According to recent data, short-form video drives the highest engagement rates across platforms, with users spending over half their time on TikTok and Instagram watching short clips. You don't need expensive equipment or a production crew—authenticity often trumps polish. Your smartphone and natural lighting can produce content that resonates with today's buyers.

Pro tip: Repurpose your video content. Take a full property tour video and break it into multiple shorter clips for different platforms. Extract key quotes or statistics to create graphics. This approach maximizes your content investment without burning you out.

2. Build Your Personal Brand Beyond Property Listings

One of the biggest mistakes agents make on social media is treating their profiles like an MLS feed. While showcasing listings is important, leads that come from social media arrive with the heavy lifting already done—they've seen your expertise, personality, and everyday life woven into your posts, so by the time they reach out, they already feel connected.

Your social media presence should answer a fundamental question: Why should someone choose you over another agent?

How to build a memorable personal brand:

Share your expertise and unique perspective on the local market. Are you an expert in first-time homebuyers? Do you specialize in a particular neighborhood? Make that clear through your content. Post market insights, home buying tips, and seller advice that demonstrates your knowledge.

Let your personality shine through. People want to work with humans, not corporate robots. Share appropriate glimpses of your life, your values, and what matters to you outside of real estate. Do you volunteer? Have a passion for local businesses? Support community events? These elements make you relatable and memorable.

Maintain consistency across all platforms. Use the same professional photo, similar color schemes, and a consistent tone of voice. This helps people recognize your content immediately, whether they find you on Facebook, Instagram, or LinkedIn.

Studies show 74% of people would pay more to work with someone who has a strong personal brand. That's the power of building authentic connections through social media.

3. Master Platform-Specific Strategies

Not all social media platforms are created equal for real estate marketing. While Facebook may have the widest reach, Instagram drives higher engagement for real estate businesses, and 75% of agents say social media is their top lead generation channel. The key is understanding where your ideal clients spend their time and what content works best on each platform.

Facebook: Best for reaching established buyers and sellers. 92% of U.S. realtors use Facebook for lead generation, making it the most popular platform in the industry. Use Facebook for detailed listing posts, community engagement, joining local groups, and running targeted ads. The platform's sophisticated targeting options allow you to reach specific demographics based on location, age, interests, and behaviors.

Instagram: The engagement leader, particularly effective for reaching women and younger buyers. Instagram's visual nature makes it perfect for showcasing beautiful listing photos, before-and-after home transformations, and lifestyle content. Instagram posts with at least one hashtag receive 12.6% more engagement than those without. Leverage Stories for behind-the-scenes content, Reels for short property tours, and carousel posts for highlighting multiple listing features.

LinkedIn: Often overlooked but powerful for building your professional network and generating referrals. This platform is ideal for sharing market reports, industry insights, and establishing yourself as a thought leader. It's particularly effective for commercial real estate and connecting with other professionals who can refer clients to you.

TikTok: The emerging opportunity. Only 12% of realtors currently use TikTok, which means less competition and massive potential for agents willing to experiment with creative, educational short-form videos. This platform is especially valuable for reaching first-time homebuyers and younger audiences.

Strategy tip: You don't need to be everywhere. It's better to excel on two platforms than to spread yourself thin across five. Choose the platforms where your target clients are most active and commit to posting consistently there.

4. Engage Authentically and Respond Promptly

Posting content is only half the battle. The primary goal of real estate social media should always be relationship building. Social media is called "social" for a reason—it's a two-way conversation, not a broadcast channel.

Many agents make the mistake of posting and ghosting. They share a beautiful listing, get comments and questions, and then… nothing. This missed opportunity can cost you valuable leads and damage your reputation.

How to master social media engagement:

Respond to every comment on your posts. When someone takes time to comment, acknowledge them. Answer questions thoroughly, thank them for their input, and keep the conversation going. This not only builds relationships with the commenter but also shows everyone else watching that you're accessible and responsive.

Monitor your direct messages religiously. Serious inquiries often come through DMs rather than public comments. Check your message requests folder regularly—Instagram in particular filters messages from people you don't follow, and valuable leads might be waiting there unnoticed.

Engage with your followers' content too. Don't just expect people to interact with your posts. Like, comment on, and share content from clients, local businesses, and community members. This reciprocity builds goodwill and keeps you visible in their feeds.

Use interactive features like polls, questions, and quizzes in Instagram and Facebook Stories. These tools encourage participation and provide valuable insights into what your audience wants to know. Ask questions like "What's your biggest challenge when house hunting?" or "Which kitchen style do you prefer?" The responses can inform your future content and identify potential leads.

According to industry data, 57% of Realtors believe social media helps maintain client relationships. The agents who succeed on social media are those who view it as a relationship-building tool rather than just a marketing channel.

5. Analyze, Adapt, and Maintain Consistency

The most successful agents on social media don't guess what works—they track it. The fastest way to lose people on social media is to post what you think they want instead of what they're already responding to.

Every social media platform provides analytics showing which posts get the most engagement, what times your audience is most active, and which demographics are interacting with your content. This data is gold—use it.

How to leverage analytics for better results:

Review your insights weekly. Look for patterns in your top-performing content. Did a casual behind-the-scenes video outperform a polished listing tour? Did posts about home staging get more saves than market updates? These clues tell you what resonates with your specific audience.

Identify your best posting times. Analytics show when your followers are most active. Schedule important posts during these peak windows to maximize visibility and engagement.

Track your growth over time. Monitor follower growth, engagement rates, and click-throughs to your website or listing pages. Set monthly goals and adjust your strategy based on what the data reveals.

But here's the catch: All the analytics in the world won't help if you're not consistent. Social media algorithms reward regular posting. Gaps between posts can make it harder to stay top-of-mind with potential clients, while a predictable posting schedule helps maintain visibility and encourages ongoing interaction.

Use scheduling tools like Buffer, Hootsuite, or Later to plan and automate your posts. This doesn't mean sacrificing authenticity—you can still engage in real-time while maintaining a consistent content calendar. Aim for posting at least 3-5 times per week on your primary platforms.

Create content batches. Dedicate one afternoon every couple of weeks to creating multiple pieces of content. Take photos, record videos, write captions, and schedule everything in advance. This approach is far more efficient than scrambling for content ideas every single day.

Take Your Lead Generation to the Next Level

Improving your social media presence requires dedication, strategy, and consistent effort. While these five tips will significantly enhance your results, managing an effective social media strategy alongside all your other responsibilities as an agent can be overwhelming. Between client meetings, property showings, paperwork, and everything else on your plate, creating engaging content and responding to leads in real-time isn't always realistic.

While you're ramping up your social media marketing, a specialized lead generation service can make all the difference. At Clozings, we understand that your time is best spent doing what you do best, closing deals and serving clients. Our comprehensive lead generation system delivers consistent leads directly to you so you don't have to worry about chasing down leads.

Your social media presence is an investment in your personal brand and long-term business growth. But it doesn't have to be your only lead source. Check your territory today to learn how many leads Clozings can provide to you every month. Let us handle the lead generation while you handle what you do best—helping people find their dream homes.

Ready to take your real estate business to the next level? Combine these social media strategies with Clozings' proven lead generation system and watch your business thrive in 2025 and beyond.