TL;DR
In 2025, social media is no longer a side hustle for real estate agents—it’s your storefront, referral engine, and trust-builder rolled into one. Instagram Reels, Facebook Groups, and even newer platforms like Threads or TikTok are shaping how buyers and sellers find agents. Success doesn’t come from blasting listings. It comes from showing up consistently with content that’s useful, community-focused, and visually engaging. Done right, your feed becomes a pipeline of warm leads and a credibility check you can’t afford to skip.
Why Real Estate Still Wins on Social Media
Every buyer or seller in 2025 checks an agent online before making contact. If your social presence is dead, inconsistent, or feels like a sales pitch, they’ll move on.
Think of your social channels as an always-on referral. They show proof that you’re active, connected to the community, and tuned into the market—things buyers and sellers value when choosing who to trust with their biggest purchase.
Instagram & Reels: The Modern Open House
Instagram has doubled down on Reels, and they’re now one of the fastest ways to get in front of local buyers and sellers. Realtors can:
Film 30–60 second Reels of property walkthroughs.
Use carousel posts to highlight multiple angles or “before and after” staging shots.
Add geo-tags and trending audio to push your content into local feeds.
Instagram’s AI recommendations now prioritize hyperlocal content. That means posts about your specific neighborhoods get boosted more than generic real estate tips.
Facebook: Community > Sales
Facebook remains strong for agents, but the way to win here is through Groups and community-driven content.
- Create or join neighborhood Groups where buyers and sellers are active.
- Share market updates with a focus on clarity (ex: “What rising rates mean for first-time buyers in [City]”).
Use Facebook Ads sparingly but strategically to retarget website visitors or open house attendees.
Update for 2025: Facebook’s algorithm now gives more weight to “conversational posts.” That means posts with polls, questions, and community discussions reach further than static listing dumps.
Threads & X (Twitter): Quick Takes & Networking
Threads has become the quieter but growing alternative to X (Twitter), with more thoughtful discussions around housing trends and local markets. Meanwhile, X still works for quick takes and staying visible with local business accounts.
- Share 1–2 insights per week on Threads to build thought leadership.
On X, amplify local news, retweet housing updates, and keep your name circulating.
Neither will directly generate leads like Instagram or Facebook, but both strengthen your digital reputation.
TikTok: From Trendy to Trusted
In 2025, TikTok isn’t just for dance trends, it’s a search engine for Gen Z and Millennials entering the housing market. Agents who win here:
- Post short, authentic videos breaking down complex buying or selling steps.
- Use local hashtags (#AustinHomesForSale, #NYCRealtorTips).
Answer common questions in under 30 seconds.
Even if you don’t think your audience is there, remember: younger buyers are moving into the market, and TikTok is where they’re looking first.
What Hasn’t Changed: It’s Not About You
If your feed is 90% “Just Listed” posts, you’re doing it wrong. The agents standing out in 2025 are the ones who:
- Share market-smart education.
- Show up with community-first content.
Use storytelling—client wins, neighborhood highlights, or quick Q&As.
When you stop treating social media like a megaphone and start treating it like a conversation, prospects notice.
Next Steps for Advisors & Service Pros
If you’re posting inconsistently or burning out trying to do “all the platforms,” pause. Start with the one where your buyers and sellers actually are, and get consistent there first. Then layer in others as capacity allows.
At Plum Direct Marketing, we help professionals like you turn social media from a time-sink into a lead machine—with strategies that feel human, not gimmicky.
Let’s talk about your social strategy.
FAQs
1. Why is social media marketing for real estate important in 2025?
Because buyers and sellers check agents online before reaching out. A solid presence in social media for real estate marketing helps you build trust, show local expertise, and stay top-of-mind when prospects are ready to act.
2. What’s the best approach to social media marketing for real estate agents?
Focus on helpful, client-centered content. Share Reels, community updates, and quick market insights instead of only posting listings. This positions you as a trusted advisor, not just another salesperson.
3. Which platforms drive the most results in social media marketing for realtors?
Instagram (Reels + carousels) and Facebook (Groups + community posts) lead the way. TikTok is growing fast with younger buyers, while Threads is gaining traction for thought leadership.
4. Are there practical real estate marketing ideas for social media that actually work?
Yes—short-form video tours, polls about housing topics, “before and after” staging content, and Q&A posts consistently attract engagement. The key is mixing listings with educational and local-focused posts.
5. How can brokers benefit from social media marketing for real estate?
Brokers can use platforms to promote their agents, showcase brokerage culture, and build a pipeline of brand awareness. Social media marketing for real estate brokers also helps attract both new agents and clients.
6. Does social media really generate real estate leads?
Absolutely. Studies show buyers and sellers research online before contacting an agent. Strong, consistent social media marketing for real estate keeps your name visible, builds credibility, and drives direct inquiries.
