10 Practical Real Estate Social Media Marketing Strategies (& ideas)

Social media has become a revolutionary phase for real estate. About 99% of home buyers use the internet in their home buying hunts with the ages of 24 and 57.

But here’s the catch: being on social media isn’t adequate. The market is congested, your audience is overwhelmed, and the constant rush of content makes it easy to get away in the crowd. Realtors often struggle with being consistent, making engaging content, and converting followers into potential clients.

The solution? A strategic, resolute approach to social media that cuts through the crowd helps you build meaningful connections and drives sales.

In this blog, we’ll walk you through 10 strategies to help you stand out, increase engagement, and attract leads to your real estate business. Let’s get into it!

1. Initiate a Strong Brand Identity Across Social Media

Your brand identity is what sets you apart from other businesses – it’s the unique persona, style, and messaging. Your logo, color palette as per your brand’s tone, target audience interactions, and everything else shapes how your potential customers see you.

Your

The Reason Why This Strategy Will Help:

A distinct brand identity guarantees that your social media presence is memorable and authentic. It builds awareness, making clients engage with your content and reach out when they need real estate services. The more consistent you are across various platforms, the effortless it becomes for potential house buyers to connect with you.

How to Set Up a Brand Identity?

• Brand Voice: A brand tone—whether professional, approachable, or bold— sustains across all content. Your brand voice should mirror your business values. 
• Branding Aesthetics: Establish a professional presence and ensure that your logo, colors, fonts, and other aesthetics are consistent across all social media platforms.
• Promotion: Use educational posts with engaging, personal content that highlights your real estate expertise and knowledge.
• Professional Bio & Profile: Establish credibility and optimize your social media profiles, including bio and profile images.
• Branded Hashtag: Unique branded hashtags alongside relevant industry hashtags help boost discoverability and brand recognition.
• Engage and Be Active: Interact with followers, acknowledge comments, and keep a consistent posting schedule to strengthen trust.

Take Compass Real Estate for an example. They’ve made a sleek, modern brand identity with a minimalistic logo, clean fonts, and a signature black-and-white aesthetic across all digital platforms. Their Instagram, Facebook, and website carry a unified look, making their brand instantly recognizable.

2. Use Video Marketing for Maximum Engagement

Video marketing is one of the essential tools in real estate social media marketing. From house videos and client testimonials to valuable shots, videos instantly grab potential buyers’ attention and keep them engaged. Instagram, TikTok, and YouTube prioritize video content, and realtors using these marketing channels will outshine the crowded online space.

The Reason Why This Strategy Will Help:

A successful video strategy does more than promote things—it builds connections, educates house buyers, and strengthens brand integrity. Short-form videos (Instagram Reels, TikTok, and YouTube Shorts) emphasize quick attention, while long-form videos (YouTube, Facebook, and website-hosted content) emphasize deeper storytelling.

How to Use Video Marketing?

• Create House Tours: Offer full virtual tours to highlight selling points and give potential buyers a feel for the property before they make any decision.
• Showcase Client Testimonials: Shoot short videos of satisfied customers sharing their testimonials to build social proof and trust.
• Provide Valuable Content: Educate audiences about current industry trends, home-buying tips, etc., to build your brand as an authoritative one.
• Various Video Formats: Use a mix of short, engaging videos of 15-60 seconds for social media and detailed, high-quality videos of 3-5 minutes for in-depth descriptions.
• Use Storytelling: Instead of listing features, describe a home in storytelling terms—why it’s special, how it fits different lifestyles, and what makes the neighborhood friendly.
• Optimize Each Platform: Use TikTok and Instagram Reels for quick, eye-catching content, YouTube for more extended, detailed content, and Facebook for a mix.

A great example is Serhant, the real estate brokerage. Their Instagram and YouTube are filled with high-energy, cinematic property walkthroughs featuring compelling storytelling rather than just listing details.

They mix luxury home tours, behind-the-scenes client interactions, and expert real estate advice, keeping their audience engaged while reinforcing their brand authority.

3. Build Trust With Social Proof & UGC Content

Trust is vital in real estate; social proof is your credibility builder. Buyers and sellers feel confident dealing with an agent with a proven success track record. UGC, testimonials, and success stories act as word-of-mouth social marketing in the digital space, influencing potential buyers before they reach out to you.

The Reason Why This Strategy Will Help:

People trust real experiences over fake advertisements. When house buyers see real clients sharing their testimonials, they will likely choose you over your competitors. Social proof in the form of testimonials, before-and-after property transformations, and UGC posts improve your brand.

How to Build Trust With Social Proof & UGC?

• Customer Testimonials: To showcase your expertise, post customer testimonials, online reviews, or social media sharings from satisfied clients.
• Encourage Clients to Share Their Experience: Ask buyers and sellers to share their experience and tag your real estate brand on social media.
• Feature Before-and-After Transitions: Showcase homes before and after staging or renovation to give the impact of your services.
• Use Social Media Highlights: Create a dedicated “Client Success” story highlight on Instagram or a “Testimonials” section on Facebook.
• Engage With UGC: Repost user-generated content, acknowledge comments and thank clients publicly for their contributions.
• Run a Hashtag Campaign: Encourage clients to share their home-buying journey using your brand’s hashtags like #SoldWith[YourName] or #DreamHomeBy[YourAgency].

Blue Horizon Realty, a boutique real estate agency in Miami, transformed its social media strategy by prioritizing social proof and user-generated content. They encouraged past clients to share their home-buying experiences through testimonials, highlighting what made their journey smooth and stress-free.

4. Use Hashtag & Geo-Tagging Strategies

Hashtags and geotags are useful tools for increasing visibility and connecting with the right audience in real estate social media marketing. When used calculatedly, they help potential buyers, sellers, and investors identify your content while searching for properties in specific locations.

The Reason Why This Strategy Will Help:

Social media platforms highlight relatability and engagement, and brilliant hashtag and geo-tagging strategies guarantee your posts reach the right people at the right time. Whether a buyer is looking for a home in their preferred neighborhood or a seller is checking out local market areas, these tactics help put your brand where it matters the most.

How Hashtags and Geo-Tagging Will Be Helpful?

• Use Location-Based Hashtags – Incorporate city, neighborhood, and property-type hashtags (e.g., #MiamiHomes, #AustinLuxuryRealEstate, #DallasFirstTimeBuyer).
• Leverage Trending Real Estate Hashtags – Research high-performing industry hashtags (e.g., #DreamHome, #HouseHunting, #OpenHouse)
• Geo-Tag Every Listing and Post – Tag your exact location on Instagram, Facebook, and TikTok to boost local discoverability.
• Combine Long and Niche Hashtags – Mix high-traffic real estate hashtags with hyper-local ones to capture both general and targeted audiences (e.g., #RealEstateInvesting, #ChicagoCondoLife, #HomeByuingTips) 
• Engage with Location-Tagged Posts – Interact with users checking into locations relevant to your listings, such as local coffee shops, parks, or landmarks (e.g., #MiamiBeachViews, #NYCBrunchSpots)

Urban Nest Realty, a small real estate agency in Chicago, saw a surge in engagement when it started implementing geo-tags and localized hashtags in its Instagram strategy. By consistently tagging its posts, it began appearing in searches by potential buyers looking for properties in those areas.

5. Implement a Data-Driven Posting & Scheduling Strategy

A strategic posting and scheduling strategy approach leverages analytics to determine the best and most effective times and content types for audience engagement. Instead of posting randomly, realtors can refine their social media strategy by aligning content with audience behavior patterns.

The Reason Why This Strategy Will Help:

Real estate marketing thrives on strategic timing and consistency. Sharing content when your audience is most active ensures property listings, client testimonials, and expert insights reach the right buyers and sellers at the perfect moment.

How to Execute a Data-Driven Posting Strategy?

• Peak Engagement Times: Platform analytics for Instagram Insights, Facebook Business Suite, etc., ensure when your audience is most active. Real estate content performs best mid-mornings, lunch breaks, and weekday evenings.
• Content Performance: Listings, market insights, success stories) receive the most likes, shares, and comments.
• A/B Testing: Different posting schedules determine what generates the highest engagement and interactions.
• Posting Calendar: Consistency in scheduling by planning posts in advance ensures a steady content flow. 
• Strategies Based on Insights: Monitor engagement trends and adjust posting times and content types, respectively.

Managing a consistent posting schedule can be overwhelming. That’s where tools like SocialPilot’s Real Estate Social Media Templates come in handy—offering pre-designed, high-performing content that keeps your brand active without the hassle of manual planning.

6. Focus on Targeted Paid Advertising Campaigns

Paid advertisement on social platforms like Facebook, Instagram, YouTube, and LinkedIn enables real estate agents to reach their audiences based on divisions like demographics, interests, and behaviors.

The Reason Why This Strategy Will Help:

With organic reach becoming increasingly limited, paid advertisements guarantee that property listings reach the right audience at the perfect moment. A perfectly crafted campaign nurtures potential buyers and maximizes conversion opportunities.

How to Utilize Advertising Campaigns?

• Facebook & Instagram Ads for Promotions: Carousel, video, or story ads highlight property features and USPs.
• Target Based on Location, Income, and Interests: Use detailed targeting options to focus on high-potential buyers.
• Retarget Website Visitors: Re-engage with existing clients with relevant listings.
• A/B Testing: Creatives, headlines, and CTA will resonate best with your target audience.
• Lead Generation Advertisements: Use in-platform lead forms to capture inquiries without requiring users to leave the platform.

Unique Builders, a prominent agency, effectively utilized video footage in their Facebook ads to showcase properties and their surrounding areas. This innovative approach provided potential buyers with a comprehensive view of the property, leading to increased engagement and inquiries.

7. Build Engagement Through Interactive Content

Interactive content uplifts audience participation, making social media engagement dynamic and meaningful. Polls, Q&A sessions, live tours, and interactive posts let real estate brands connect with potential buyers and sellers, making a two-way conversation more than a one-sided sales pitch.

The Reason Why This Strategy Will Help:

When people engage with your content, they recognize your brand and are more likely to trust you when making a real estate decision. High engagement also boosts visibility on social platforms, guaranteeing that your posts appear in more social feeds.

How to Build Engagement?

• Host Instagram and Facebook Polls: Ask followers about their dream home features, ideal locations, or preferences in home design.
• Engage With Q&A Sessions: Go live on Instagram or Facebook to answer real estate-related queries and provide expert insights.
• Run Live Virtual Tours: Showcase listings in real-time, responding to questions and giving personalized walkthroughs.
• Create Interactive Infographics & Carousel Posts: Use visually engaging posts to educate followers about market trends, mortgage tips, or home-buying checklists.
• Encourage Commenting With Open-Ended Questions: Prompt discussions by asking about real estate experiences, challenges, or preferences.

Lincoln Property Company, a prominent real estate firm, has successfully increased audience interaction by integrating interactive polls into its social media strategy.

8. Local Influencer Partnerships & Business Collaborations

Partnering with local influencers and collaborating with businesses is a deal-breaker in real estate marketing. It helps you reach an existing, engaged audience that trusts the influencer or business, boosts brand awareness, and generates high-quality leads.

The Reason Why This Strategy Will Help:

Social media prospers on trust and authenticity. Homebuyers and sellers are likely to engage with real estate brands recommended by influencers or local businesses they already follow. Working with the right social media influencers ensures your content reaches the right audience and drives meaningful engagement.

How to Partner With Influencers?

• Collaborate With Local Lifestyle Influencers who have an engaged audience in your area. Ask them to feature your listings, attend open houses, or share home-buying tips.
• Partner With Mortgage Brokers, Interior Designers, and Home Service Providers for cross-promotional content such as Instagram Lives, blog posts, or collaborative social media giveaways.
• Leverage Community-Driven Events by teaming up with local businesses to co-host neighborhood events, home decor workshops, or market trend discussions.
• Cross-Promote Content by tagging partners in posts, using branded hashtags, and engaging in their comment sections to drive mutual traffic.

The Agency RE, a high-end real estate brokerage, successfully expanded its brand visibility by partnering with Los Angeles-based lifestyle influencers and interior designers. They attracted a broader audience of luxury homebuyers by featuring stunning property tours and exclusive home décor tips on influencer accounts.

9. Optimize Listings & Showcase Properties Creatively

An optimized real estate listing does more than list features—it captures potential buyers and compels them to take action. Realtors can enhance engagement and attract buyers by showcasing properties creatively with high-quality visuals, captivating experiences, and compelling descriptions.

The Reason Why This Strategy Will Help:

With the profuse number of listings online, generic descriptions and basic images no longer cut it. Buyers expect visually rich, engaging content that makes them feel connected to a property before they even step inside. Innovative listing strategies—such as drone footage, virtual tours, and lifestyle-based storytelling—set realtors apart and increase the chances of conversions.

How to Optimize Creatively?

Here’s how to optimize property listings and make them stand out:

• Use High-Quality Visuals: Invest in professional photography to capture properties in the best light.
• Incorporate Storytelling: Instead of just listing features, craft a narrative that helps buyers visualize their life in the home.
• Leverage 360-degree Virtual Tours: Allow potential buyers to explore properties remotely, providing an immersive experience.
• Utilize Drone Photography: Showcase expansive properties, unique architecture, and scenic surroundings with aerial shots.
• Highlight Key Selling Points: Focus on standout features like smart home technology, energy efficiency, or custom interiors.
• Create Engaging Listing Descriptions: Use persuasive and inviting language instead of generic property details.

The Oppenheim Group, a luxury real estate brokerage, has mastered the art of creative property showcasing. Their listings go beyond standard images and descriptions—each property is presented with high-resolution photography, cinematic video tours, and expertly crafted descriptions that highlight lifestyle benefits rather than just specifications.

10. Monitor Performance & Adapt Strategies

Real estate social media marketing isn’t just about posting content—it’s about tracking performance, understanding what works, and refining strategies. Monitoring key metrics guarantees that efforts transit into real engagement, leads, and ultimately, sales.

The Reason Why This Strategy Will Help:

Social media algorithms, audience behaviors, and market trends are evolving. Realtors who regularly analyze their performance data and adapt their strategies accordingly can stay ahead of the graph.

How to Evaluate Performance?

Here’s how realtors can monitor and optimize their social media strategies effectively:

• Track Key Metrics: Monitor engagement rates, reach, click-through rates, and conversion metrics to assess content performance.
• Use Analytics Tools: Leverage Social Media Analytics tool for deeper analysis.
• Identify High-Performing Content: Focus on replicating successful posts while improving underperforming ones.
• Test and Refine Strategies: Conduct A/B testing for different content formats, posting times, and ad creatives.
• Adapt Based On Real-Time Trends: Stay updated on social media trends and adjust content strategies to match shifting audience preferences.

Douglas Elliman Real Estate strategically incorporates a “Link in Bio” CTA across its Instagram videos to drive potential buyers to its website. By tracking click-through rates and engagement metrics, it assesses which property listings or content types generate the most interest.

Key Takeaway

Success in real estate social media marketing isn’t about sporadic posting or following trends mindlessly. It’s about strategic execution, brand consistency, and meaningful engagement—all tailored to capture the right audience’s attention at the right time.

Managing multiple platforms, scheduling posts, analyzing insights, etc., can be overwhelming. That’s where SocialPilot comes in — allowing your businesses to reach higher effortlessly.