Real estate success is all about hyper-local connections and trust. No algorithm or marketing campaign can compete with that. But showcasing your offerings on the right platforms can turn casual browsers into serious buyers.
It’s Saturday morning, and potential homebuyers are swiping through property listings on Instagram while lounging on their couch, coffee in hand. They haven’t even called an agent yet.
Welcome to real estate in 2025, where your social media game can make or break your business.
For social media marketers working for large real estate groups, balance is hard to find. You’ve got corporate branding to maintain, local markets to please, and properties that need buyers yesterday.
Unlike other industries, real estate success is all about hyper-local connections and trust. No algorithm or marketing campaign can compete with that. But showcasing your offerings on the right social media platforms can turn casual browsers into serious buyers and make you the go-to expert in every market you serve.
Let’s explore the social media channels that can help you build some serious digital curb appeal and convert it into properties sold!
1. LinkedIn
LinkedIn has evolved beyond job-hunting and resume-swapping. It’s also the place for real estate pros to flex their expertise.
While you won’t find listings cluttering the feed, many real estate agents use LinkedIn to strengthen their reputations. You’ll see savvy realtors posting thought leadership content, mortgage brokers connecting with partners, and developers networking with investors.
LinkedIn is your sweet spot for balancing personal branding with company visibility. Share those success stories, nurture professional relationships, and watch referrals roll in naturally.
How real estate agents should use LinkedIn
Thought leadership is everything on LinkedIn. So drop market analyses that show you know your stuff—think quarterly sales trends, neighborhood insights, and investment opportunities.
Redfin is crushing it with their real estate reports. They mix housing updates, neighborhood rankings, and market trends with polls and expert interviews.
Success stories also pack a punch when you frame them as lessons, not humble brags. Tell the story of how you helped a first-time buyer navigate a bidding war or found the perfect commercial space for a growing business.
Before you start posting to LinkedIn, decide on a content mix. You might post 60% educational insights, 30% success stories, and 10% team or brand highlights. Schedule your posts to go up when LinkedIn is buzzing: weekdays, mid-morning, or lunch.
And don’t just broadcast—jump into others’ posts, too. LinkedIn is a two-way conversation you have to keep going if you want to build relationships and get more referrals without the hard sales grab.
2. TikTok
TikTok is the place where scroll-stopping real estate content thrives. Once a short-form video platform, TikTok has evolved into a legit platform for real estate pros. The platform’s user base grew from 21% to 33% between 2021 and 2023, and 95% of TikTok users say they go to the app for entertainment.
There’s serious gold to be mined on TikTok if you’re a real estate professional or marketer for a real estate brand. It’s your chance to show off your brand’s personality, make properties pop, and reach those younger buyers who might not see your content on other social networks.
What real estate brands should post on TikTok
TikTok loves authenticity over perfection, and its rapid-fire algorithm favors casual property tours, myth-busting posts about buying and selling, and “here’s what your budget gets you” clips. Day-in-the-life content showing behind-the-scenes staging and listing prep hits big too.
RE/MAX (@remax) is doing great on TikTok with 18.8K followers. They post a solid mix of branded content, educational content (like “five things you need at your open house”), and posts with their real estate agents front and center.
Who can resist the TikTok of the RE/MAX hot air balloon soaring dreamily into the sky? Obviously not the 5.8 million people who watched it.
One important thing to note about TikTok is that it likes consistency. Aim for a posting schedule of 3–5 times weekly and engage with comments within the first hour after posting for maximum algorithm boost.
3. Facebook
Everyone keeps predicting Facebook’s demise. But with more than 3 billion monthly active users spending an average of 31 minutes daily on the platform, it’s still the digital town square where people discover local businesses.
Where LinkedIn brings professional polish and Instagram serves aesthetic dreams, Facebook thrives on community connections. It’s the perfect place to feature properties and personality while tapping into local audiences through Facebook’s unmatched demographic targeting.
How real estate businesses should use Facebook
Sasha Vasquez of luxury real estate brokerage Douglas Elliman Texas nails the local connection game on Facebook. Whether she’s volunteering with a community nonprofit or highlighting a listing in an Austin neighborhood, Sasha’s authenticity shines through and resonates with buyers.
Ready to start building your own connections on Facebook? Here are some high-performing content types to try:
- Neighborhood spotlights: Create mini-guides for local attractions, school districts, and community events.
- Facebook groups: Join or create community-focused groups like “Moving to [City Name]” or “[Neighborhood] Homeowners.” These groups help expand your local presence and give members market insights.
- Property narratives: Share the history and unique features behind listings.
- Events and lives: Host virtual open houses, market update Q&As, and homebuyer workshops.
- Targeted ad campaigns: Use Facebook’s demographic filters to target specific buyer segments and maximize your ad dollars.
Time your posts for the best engagement—Facebook content performs best Monday through Thursday between 8 AM and noon. And always include a clear call to action, even if it’s a simple “Comment which feature you love the most about this listing!”
4. Instagram
People come to Instagram for the visuals, so it’s the ideal platform to combine property promos with personal branding. Instagram’s photo grids, Stories, and Reels create a prime environment for real estate professionals to show off stunning properties, highlight neighborhoods, and build personal connections with casual viewers and interested buyers.
How realtors should use Instagram
If you aren’t following Trenton Miller on Instagram, you should be. Trenton’s high-energy real estate speed tours have attracted a following of 253,000 on Instagram. His humorous, off-the-wall approach to property tours makes his content irresistible.
But Trenton also caters to the Instagram algorithm, which prefers visual storytelling that goes beyond basic listing photos. The top-performing real estate content blends:
- Carousel posts: Showcase property features (exterior, interior, unique details) or create before-and-after renovation comparisons to stop the scroll.
- Strategic Reels: Keep property walkthroughs under 30 seconds, focusing on unexpected features like the hidden wine cellar or spa bathroom. Use trending audio with on-screen text for muted viewers.
- Story highlights: Feature neighborhood hotspots, client testimonials, and property types. “Downtown Lofts,” “Waterfront Properties,” and “First-Time Buyer Tips” make great Story Highlights for your profile.
- Interactive content: Create a poll asking “Which kitchen would you choose?” or “Guess the listing price” to engage potential buyers while connecting them with your listings.
When you post to Instagram, don’t forget to include relevant hashtags. They can help you reach new followers and get more likes, comments, and shares. Posting between 11 AM and 1 PM during the week or in the early morning hours (7–8 AM) gives you even more of a boost.
5. Pinterest
Think of Pinterest as your digital vision board. More than 553 million users spend time on the platform planning their futures, including their dream homes. Pinners aren’t just scrolling for entertainment—they’re collecting ideas, planning renovations, and visualizing their next living space.
As prospective buyers and sellers imagine their perfect homes, you can get your beautiful properties and helpful real estate tips in front of them. And when they pin that content to their Pinterest boards, you’re expanding your reach and boosting your brand awareness to other prospective homebuyers browsing the platform.
What real estate agents should share on Pinterest
Pinterest is all about aspiration—something Jennifer Fitze at Compass Real Estate is winning at. She mixes listings, marketing tips, decorating trends, and local real estate insights. Her page balances professional and personal perfectly, featuring her favorite quotes, recipes, and vlog highlights alongside her real estate content.
Take a page from Jennifer’s book and keep your real estate marketing helpful, not salesy. Some high-performing Pinterest content includes:
- Idea boards: Create themed boards like “Kitchen Renovation Ideas” and “Backyard Designs” that spotlight your properties while providing inspiration.
- Infographics: Pins with text overlays explaining processes like “5 Steps to Getting Pre-Approved for a Home Loan” or “What to Expect During the Closing Process” often outperform standard images.
- Local area guides: Create tall, vertical pins that highlight popular neighborhood destinations, school ratings, and community events, then link them back to your area guides.
- Design trends: Share modern farmhouse kitchens, industrial lofts, or smart home features with keyword-rich captions.
Always brand your pins subtly (corner logo works best) and link to relevant listing pages. Nothing kills Pinterest momentum like dead links on must-see listings.
6. YouTube
YouTube offers immersive experiences, which is probably why users spend nearly an hour a day consuming content there. As both the second-largest search engine and social media platform, YouTube attracts viewers researching specific topics, like moving to a certain city or fixing a broken dishwasher.
YouTube users crave knowledge, which means you have a huge opportunity to showcase your properties in more detail, build trust with honest insights, and create evergreen content that works for you 24/7.
How real estate brands can use YouTube
YouTube rewards depth over flash. It’s great for real estate professionals looking for a platform to showcase their expertise beyond basic listing photos and static text posts.
The content that performs best on YouTube typically includes:
- In-depth property tours: Give viewers the full virtual experience so they can visualize living there.
- Market update video content: Teach viewers about the local market with a monthly or quarterly analysis of trends, positioning you as the go-to expert.
- Educational series: Create first-time homebuyer guides, investment property analyses, and renovation ROI breakdowns to build authority while answering commonly searched questions.
- Behind-the-scenes content: Show the work that goes into preparing a property for the market—staging, high-quality photography, and marketing strategies.
Berkshire Hathaway HomeServices (@BHHSRealEstate) creates some phenomenal YouTube Shorts, giving viewers expert tips on everything from developing a stylish yard to exploring different cities across the U.S. Since all of these videos are less than 180 seconds, they pack a big punch in a tiny, accessible package.
But remember, the key to YouTube is consistency. Going viral is great, but you have to start by posting regularly. Optimize every video you post with keyword-rich titles, detailed descriptions, and custom thumbnails featuring property highlights or your branding. Batch-film content when you can to save yourself time.
Why real estate marketers need a social media management tool
If you’re marketing for a large real estate business, you’re probably acutely aware of the struggle to manage social media for the entire brand across multiple platforms. Not to mention the delicate balance between keeping everything on brand and letting individual branches or realtors create content that speaks to their specific demographics and showcases their personalities.
A social media management platform for multi-location brands makes the chaos manageable.
Sked Social centralizes planning, posting, engagement, and analytics, so you can maintain corporate brand standards while giving regional teams the flexibility they need to connect with local markets. And you’ll have all the data leadership wants about ROI and new client acquisition right at your fingertips.
Sound like just what you need? Get started with Sked Social now!
Manage all of your social media platforms with one easy-to-use solution
Sked Social is an all-in-one solution that’s perfect for multi-location businesses in the real estate industry. With visual planning tools, automated posting, built-in approvals, centralized assets, and more, you’ll keep your brand consistent while giving regional offices flexibility to connect locally.
Plan, schedule, and auto-post content
With Sked’s intuitive planning tools and Instagram grid planner, you know what posts will look like in your followers’ feeds and on your profile—before you post.
Schedule everything up to weeks in advance, from new listings Instagram carousels to Facebook neighborhood spotlights. Sked will automatically publish your posts at optimal engagement times.
Collaborate with realtors and other team members
Collaboration tools keep your brand cohesive while still allowing branches to speak to local markets. Corporate can pre-approve content, provide template access to on-brand assets, and implement simple approval workflows. Meanwhile, regional teams can collaborate easily with built-in commenting and tagging.
Communicate seamlessly with potential clients
When a listing catches someone’s eye, respond instantly with Sked’s unified social inbox that brings comments and messages from every platform into one place. Assign team members to handle specific inquiries, track response times, and keep every interaction on brand.
Automate social media reporting
Stop cobbling together screenshots for your quarterly marketing meetings. Sked’s powerful analytics dashboard tracks all the metrics that matter: Instagram engagement rates and reach, TikTok video performance, Facebook page impressions, LinkedIn follower growth, and so much more.
Plus, you can monitor competitor performance, measure audience growth by region, and generate PDF reports to prove your team’s ROI while protecting your brand reputation across every market you serve.
Find out what prospective home buyers are talking about
Wondering what buyers in your market want? Sked’s social listening tools reveal which home features create the most buzz, how your brand stacks up against competitors, and what amenities matter most to your target audience.
Monitor sentiment around new developments, spot emerging market trends, and adjust your listings to highlight what today’s buyers are searching for.
Simplify social media marketing with Sked Social
As we’ve covered, each platform plays a unique role in expanding your social media presence. But managing a multi-location real estate brand is a lot to keep up with, and if you’re doing everything manually, there’s not a lot of time left (if any) to work on a tailored strategy for each site. That’s why you need Sked!
Sked Social streamlines everything from scheduling and collaboration to analytics and social listening. Add unlimited users at no extra cost, scale painlessly as you grow, and lean on AI-powered assistance for content creation.
When you’re not dealing with the constant chaos of juggling your social media accounts, you can focus on the important stuff—like attracting more engaged followers, generating leads, and moving your properties faster.
Book a demo today to see how Sked can elevate your digital marketing across every platform!
