In today’s digital-first world, if you’re not harnessing social media, you’re missing out and failing to keep your business competitive. For real estate agents, a strong social media game isn’t optional; it’s essential for staying visible, building trust, and attracting clients in a crowded market.
With most homebuyers starting their search online, platforms like Instagram, Facebook, TikTok and YouTube enable real estate professionals to connect with clients, showcase properties, and generate high-quality leads, often more efficiently than traditional methods.
That said, many agents are still unsure how to maximise social media, while others are pioneering a path to success by becoming top guns in the field.
Social media’s power
The influence of social media in the real estate industry is evident, with over half of agents in the US reportedly using it for lead generation and 63% leveraging it to promote listings, according to the National Association of Realtors (NAR). Industry leaders have realised that social media isn’t just about visibility – it’s a vital tool for driving engagement and building lasting client relationships.
Top real estate professionals have used social media to expand their reach, build credibility, and establish their brands.
Ryan Serhant, known for his luxury listings in New York City, has built a global reputation through his strategic use of social media and media appearances. Other prominent figures, like Ben Caballero in Texas, leverage high transaction volumes alongside a strong online presence. Mauricio Umansky (The Agency) and Josh Altman (Douglas Elliman) in Los Angeles have also cultivated followings and brand loyalty through social platforms and television, expanding their reach significantly.
In Australia, Gavin Rubinstein of Ray White TRG is a leader in the social media space, having developed a brand that reflects his focus on luxury properties. Internationally known agents, like the UK’s James Harris and David Parnes of Bond Street Partners, who star on Million Dollar Listing Los Angeles, have showcased how a strategic media presence can broaden an agent’s influence beyond local borders.
Building trust online
For Australian real estate agents looking to stand out in a crowded market, digital and social media strategist Melanie Hoole from Hoole Marketing, and Steve Carroll, CEO of Digital Live, offer practical guidance.
According to Melanie, social media remains underutilised by Australian agents.
“Social media in real estate is still largely an afterthought,” she says. While agents acknowledge its benefits, they often lack the knowledge or investment to make it work effectively.
“Organic posts stopped working in 2012 … People think if you post, anyone who follows you will see it. But it’s like putting a leaf in the wind – there’s no guarantee it’ll reach anyone.”
Further, Steve echoes the need for authenticity in today’s social media landscape and with AI-generated content proliferating, he believes agents can stand out by simply being themselves.
“With an increasing volume of AI-generated content, consumers are looking for an authentic read,” he explains. His message to agents is clear: “Be you.”
Additionally, he emphasises the importance of building credibility through social proof: “Your brand and credibility are built on what others say about you, not on what you say about yourself. Get on top of your reviews!”
Content strategies that work
Beyond just boosting visibility, real estate agents should focus on a thoughtful content strategy. As Steve explains, this means going further than simply sharing news updates.
“Be a translator of information, not just a distributor,” he suggests. He explains that agents should make news relevant to their audience, turning facts into stories.
“A distributor might tell their social followers that there’s a new government in Queensland; a translator tells a story about what this change means for first-home buyers, investors, and downsizers within their audience.”
Melanie also stresses that most agents rely too heavily on posting listings alone, which she calls “putting properties in a digital shop window.”
For Melanie, effective social media marketing means engaging the community, not just showcasing stock.
“If you only post listed and sold properties, you’re only interesting to 5 per cent of your community,” she says. To build long-term engagement, she suggests discussing local events, market trends, and unique aspects of the area to make agents relatable and memorable.
Both industry experts highlight the importance of platform-specific strategies. Steve notes that LinkedIn, for example, is ideal for sharing insightful, industry-relevant content that positions agents as credible professionals.
“People don’t come [to LinkedIn] to kill time; they come to invest time in learning,” he explains. Meanwhile, Melanie reminds agents that Facebook remains the largest platform in Australia, especially among baby boomers and downsizers.
“Instagram is only a third of the size of Facebook and skews much younger,” she says.
What’s your plan?
A consistent content plan is also crucial in social media success. Steve recommends a diverse posting schedule to keep followers engaged.
“Some agents only post when they are in front of a Sold sticker. Boring!” Instead, Carroll suggests a monthly plan of 13 posts covering high-interest topics, story-based posts, calls to action, breaking news updates, and opinion pieces.
“Millions of customers search for property professionals online like they are choosing a Netflix movie on a Saturday night – if they’re not attracted to the first thing they see, they move on,” he says.
A compelling profile, according to Steve, is essential to prevent potential clients from scrolling past.
Why video content is a game-changer
Video marketing has also become increasingly valuable in real estate, with listings featuring videos attracting up to 49% more qualified leads according to NAR.
Virtual tours and short walkthroughs allow potential buyers to immerse themselves in a property without leaving their homes.
“High-quality visuals, engaging stories, and consistent branding help agents build credibility,” Melanie says. She notes that video content is particularly effective because platforms like Meta prioritise video, meaning that it reaches a wider audience.
The digital future of real estate
For agents still relying on traditional methods, Melanie poses a critical question: “How do we break old habits and get agents to understand they need to pay to play?
“Agencies using paid advertising combined with quality data to reach the right audience are the ones outstripping others.”
To compete in the digital age, she believes agents must embrace paid advertising and consider social media a serious investment.
Steve also stresses that the shift from traditional marketing to digital is not just an option but a necessity, saying, “Marketing is about putting your message where people are – and today, that’s online.”
