Best Social Media Platforms Real Estate Agents Need to Invest in 2025

Social media has become an effective tool for real estate professionals and for good reasons.

As of July, 2024, nearly 5 billion people are using social media and people spend on average 2 hours on social media. 

Given the stats, social networks have immense potential to boost visibility, attract clients, and stay updated on real estate market trends. Both homebuyers and sellers are hanging out there and with engaging content you can reach a vast number of leads with little effort and investment. 

In fact, the National Association of Realtors (NAR) reports 53% of realtors now consider social media one of their most important tools—right behind eSignature and MLS apps. 

That being said, as a Realtor you need to know which social media network is most useful and how you can leverage them to grow your business. Our research shows the following 7 social media platforms are best suited for real estate professionals.

1. Facebook
2. Instagram
3. LinkedIn
4. YouTube
5. X (Twitter)
6. TikTok
7. Pinterest

1. Facebook

Facebook has over 3.03 billion active users worldwide, making it the most popular social media platform in virtually every industry, including real estate. Facebook has about 193.5 million users from the US and 30 million Canadian users. 

This versatile platform covers a broad demographic of users, especially people between the ages of 25 to 54, the typical home-buying age. Realtors can use Facebook’s various features to connect with both local and nation-wide audiences.

Features and Use

• Feed Posts: Share property images, videos, and virtual tours and educational contents to increase visibility among target audience. 
• Meta Ads: Facebook’s advertising tools allow you to create targeted ad campaigns across all Meta platforms (Facebook, Instagram, Messenger). 
• Friends List Groups: You can categorize people in your friends list into specific groups to tailor content distribution.
• Call-to-Action Buttons: Create posts with CTA buttons for lead generation, such as links to property listings or scheduling consultations.
• Facebook Groups: Engage with people in Facebook groups to build networks and showcase expertise.
• Facebook Messenger: This is a messenger tool by Facebook where you can send personalized, direct messages and even automate some interactions.
• Facebook Marketplace: List your properties to reach both local buyers and those in real estate Facebook groups.

Facebook Marketing Ideas for Real Estate

• Use Facebook Marketplace to list properties for free and increase your reach.
• Leverage Real Estate Ads for targeted campaigns.
• Facebook Live is perfect for virtual open house tours – make sure to leave a sign in sheet link to track attendees
• Create Polls to engage your audience and learn about their preferences.
• Post a variety of content types, including open houses, testimonials, and satisfied client stories.

Special Note:
To stand out, maintain a consistent content publishing schedule such as property listings, testimonials, market insights, and local community information.

2. Instagram

Instagram is a visuals focused platform with over 2 billion active users. There are 166.15 million users from the US and 19.7 million users from Canada. 

The majority of users are between 18 and 34 years old. It’s a valuable social media platform for real estate agents targeting first-time homebuyers or millennials. Its visual-centric contents can be leveraged to showcase real estate properties through high-quality images, videos, and virtual tours. Instagram’s visual-first platform is ideal for showcasing listings, providing high-quality images that resonate with potential buyers.

Features and Use

• Stories: Stories last 24 hours and can create urgency. You can also create featured story highlights to preserve key contents like property listings or local market updates.
• Direct Messaging: Similar to Facebook, you can easily reach out to people through DMs, allowing one-on-one communication.
• Instagram Reels: Reels are short-form, vertically filmed (9:16) video contents that’s easy to produce with mobile. These types of contents tend to get more visibility with Instagram’s algorithm.
• Instagram Live: Directly engage with your audience in real-time through Live feature, ideal for virtual open houses or Q&A sessions.
• Hashtags & Geotagging: Useful to reach targeted audiences in specific locations or interests, without paying a penny.
• Broadcast Channels: This is an invite-only feature where you can create a more exclusive space to deliver specialized content.

Instagram Marketing Ideas for Real Estate

• Showcase property listings using high-quality images or 15-second videos to catch attention quickly.
• Use Instagram Stories for behind-the-scenes content, such as property staging or neighborhood tours.
• Leverage hashtags and geotagging to ensure your posts are seen by potential clients in your target area.
• Run Instagram ads to promote new listings, open houses, or local market updates.
• Use Reels to jump on trends, maximizing reach with trending sounds and themes.
• Collaborate with other real estate accounts to broaden your audience.

Special Note:
Instagram’s platform is highly visual, and its users are there to scroll for images and short videos. Focus on curating beautiful, high-quality images of your listings, and use Reels and Stories to inject personality into your brand. Consistency and engagement are key, so make sure to comment, like, and interact with other accounts.

3. LinkedIn

LinkedIn is focused on professional networking and boasts approximately 1 billion active users. LinkedIn has about 230 million users from the US and 26.4 million users in Canada. 

For real estate professionals, it serves as a powerful tool for networking, establishing credibility, and generating high-quality leads. LinkedIn is where well-established, high-income professionals, particularly in the 30 to 49 age group hang out, making it a prime platform for targeting luxury house shoppers and real estate investors. 

Plus, you can build networks, share their expertise, and build relationships with brokers, property management companies, and investors.

Features and Use

• Connections: Connect with professionals in your niche, including investors, agents, mortgage lenders, and others. It’s ideal for building referral networks.
• LinkedIn Groups: Similar to Facebook groups, LinkedIn allows you to create or join groups where people with shared interests hangout. 
• Publishing: The LinkedIn Pulse feature allows you to share industry insights, market trends, and valuable content and position yourself as thought leaders in the real estate space. 
• Advertising: LinkedIn advertising allows for targeted ads to specific audiences, making it ideal for reaching out to investors and commercial real estate clients.
• Recruitment: LinkedIn is also effective if you are looking to recruit talent for your real estate team or attract new agents to your agency.

LinkedIn Marketing Ideas for Real Estate

• Optimize profile with a professional photo, headline, and well-written bio that aligns with your expertise in real estate.
• Engage in groups by answering questions on real estate-related topics.
• Post regularly about your latest listings, industry news, and professional achievements to maintain visibility.
• Use LinkedIn’s Advanced Search tool to find local connections and send personalized messages to potential clients or referral partners.

Special Note:
LinkedIn Groups provide an excellent way to foster meaningful relationships with other industry professionals. Engage with these groups regularly to increase authority and attract referral partnerships.

4. YouTube

YouTube is the largest video hosting platform and the second-largest search engine in the world, after Google. It boasts 2.5 billion monthly users (March 2024 data) with 239 million users in the US and 17.6 million users in Canada. 

YouTube offers real estate professionals a valuable platform for branding, education, and lead generation as it caters to users of all ages. As a Realtor, you can leverage YouTube’s video only content format to showcase properties and connect with potential clients. 

It’s ideal for sharing dynamic property tours, neighborhood insights, and educational series on market trends or the home-buying process.

Features and Use

• Playlists: Organize videos into specific categories like property tours, neighborhood highlights, or home-buying tips for enhanced visibility.
• YouTube Shorts: Inspired by the success of Instagram Reels and TikTok videos, YouTube launched Shorts. Shorts are perfect for quick property highlights or market updates.
• Live: Live format videos get more engagement with subscribers in real time.
• CTAs (Call-to-Actions): Add links in videos using cards, end screens, and descriptions for direct traffic to your website or other platforms.
• Community Tab: A space dedicated for non-video contents where you can interact with subscribers through poles or posts.
• Google SERP Visibility: Since YouTube is owned by Google, well optimized videos can appear in Google’s search results page, enhancing visibility.
• Comment Engagement: While YouTube lacks direct messaging feature, you can reply to video comments and engage with your audience. 
• Long-term Visibility: Once published, your videos can generate views and leads for years, making them an evergreen asset.

YouTube Marketing Ideas for Real Estate

• Property Walkthroughs: Create detailed video tours showcasing the key selling points of your listings.
• Neighborhood Guides: Highlight the benefits of local communities, including schools, parks, and amenities, to attract buyers.
• Expert Interviews: Feature local experts like mortgage brokers or interior designers to provide value.
• Real Estate Tips: Share guides, advice and tips on topics like the home-buying process, staging tips, or market updates etc.
• Client Testimonials: Film happy client experience and share them to establish credibility.

Special Note:
Consistency is crucial for growing your YouTube channel. Regularly upload a variety of videos, such as property walkthroughs, neighborhood tours, and how-to videos. Use YouTube Shorts for quick, bite-sized updates to keep your audience engaged. Leverage SEO strategies by including relevant keywords in video titles, descriptions, and tags to enhance discoverability.

5. X (Formerly Twitter)

X, previously known as Twitter, is primarily known for its real-time updates and conversational format. It has 586 million monthly active users (as of 2024). There are 105.42 million X users in the US and 14 million users in Canada. 

X offers real estate professionals an effective platform to share industry insights, market trends, and property listings. With a diverse user base spanning from young adults to seniors, X allows you to engage in ongoing discussions and showcase expertise.

Realtors can also use the platform to build personal brands by sharing industry knowledge, local updates, and promoting listings.

Features and Use

• Communities: Communities are like Facebook groups where you can join and engage in discussions.
• Content with Links: Include direct links in your posts to drive traffic to your webpage where property listings are hosted.
• Hashtags: Hashtags help you increase visibility of the posts and reach a broader audience.
• Multi-format Content: Leverage a variety of content types such as text, photos, videos, and GIFs.
• Real-time Updates: X is perfect for sharing up-to-the-minute news, making it a great platform for property announcements, open house promotions, and local real estate trends.
• Networking Opportunities: Use X to connect with local businesses, real estate professionals, and potential buyers in your market.

X Marketing Ideas for Real Estate

• Local updates: Share local real estate news or market insights to position yourself as a trusted expert in the community.
• Property promotions: Regularly tweet property listings, virtual tour links, and open house announcements to reach potential buyers quickly.
• Engagement strategies: Engage in relevant conversations using hashtags like #RealEstateTips or #OpenHouse, and interact with other professionals or potential clients.
• Success stories: Share brief stories or success moments with clients to build credibility and trust in your real estate services.

6. TikTok

TikTok is often associated with entertaining, short-form content, but its rapidly growing user base offers a unique opportunity for creative real estate professionals. TikTok has over 1 billion monthly active users worldwide with 150 million users in the United States and about 15 million users in Canada. 

TikTok is predominantly popular among younger audiences due to its visual and fast-paced format. This makes it perfect for presenting properties, offering home tours, and building connections through creative video content with a younger audience, including first-time homebuyers and renters. 

However, TikTok requires a high posting frequency to remain visible and you must have 1,000 followers to add a clickable link to your profile.

Features and Use

• Playlists: TikTok allows you to create playlists by organizing content into different categories (buyer information, home tours, and seller tips).
• Pinned Videos: Similar to Facebook and Instagram, you can pin up to three videos to the top of your profiles. Use this feature to highlight key listings or introduction videos.
• Engagement Tools: Make use of unique engagement features like video replies, stitching, and dueting to interact directly with followers and other creators.
• Easy Sharing: TikTok provides direct sharing options to Instagram, Facebook, email, or text, making it easy to distribute content across multiple platforms.
• Reach a Younger Audience: TikTok is perhaps the best social networking site for real estate professionals to reach younger demographics, including first-time homebuyers.

TikTok Marketing Ideas for Real Estate

• Create short property video tours.
• Share “Day in the Life” videos to give a behind-the-scenes look.
• Share educational content like home buying tips or market updates.
• Collaborate with other real estate agents or local businesses to increase reach.

Special Note:
Use popular trends, behind-the-scenes content, and formats to boost visibility and reach new audiences. Focus on educational yet entertaining content to establish yourself as an expert. Consider collaborating with other creators to increase your reach.

7. Pinterest

Surprised to see Pinterest in this list?

Pinterest is a visual-focused platform with an aspirational nature and is often underestimated for real estate promotions. 

It has 522 million monthly users with nearly 84 million user base in the US and 10.05 million active users in Canada. 

It is a great fit for showcasing properties to homebuyers who are looking for home type and decoration inspirations. Pinterest is particularly popular among users aged 18 to 49, a demographic likely to be involved in homeownership and property searching. 

It’s a search engine-driven platform, which means  your contents will retain visibility well after publishing.

Features and Use

• Themed Boards: This is similar to Playlists, where you can create interest based content categories such as rental properties or luxury homes. 
• Group Boards: Join or create group boards to increase audience reach.
• Secret Boards: These are private boards you can use to share exclusive property ideas with clients.
• Pinterest SEO: Leverage keywords in pin descriptions, board titles, and images to expand visibility. 
• Link to Website: Pins can link directly to your real estate website, improving traffic and generating leads.

Pinterest Marketing Ideas for Real Estate

• Create boards for different property types like “Luxury Homes” or “Beachfront Properties.” 
• Showcase neighborhood highlights by creating boards for local attractions, schools, parks, and restaurants.
• Collaborate with local businesses like interior designers or contractors.

Special Note:
Pinterest is a visual platform, so ensure that your property photos are high-quality and inspirational. Use keywords to optimize your pins for search visibility, and leverage group boards to collaborate with other professionals.

Tips for Posting on Social Media as a Real Estate Professional

1. Show Social Proof

Share success stories and testimonials from past clients. Real-life results help build trust and encourage potential clients to reach out.

2. Experiment with Content Formats

Diversify your posts by using photos, videos, carousels, and status updates. Different formats appeal to different audiences and can increase overall engagement.

3. Use Strategic Hashtags

Hashtags increase the discoverability of your posts. Use real estate-specific and local hashtags that are relevant to your niche. However, don’t overload posts with too many hashtags. Use hashtags like #realestate and #homesforsale alongside local tags such as #MiamiRealEstate.

4. Create Educational Content

Position yourself as a knowledgeable resource by sharing educational content about the home-buying process, market trends, and real estate tips. You can share short video series explaining first-time homebuyer tips or current market conditions. 

5. Engage with Followers

Actively responding to comments, answering questions, and acknowledging feedback do wonders for fostering trust and encourages repeat visits to your social media profiles.

6. Collaborate with Other Professionals

Partner with other professionals to expand your network Feature each other’s listings to promote it on your social media accounts.

7. Stay Consistent

Consistency is key! Develop a content calendar to stick to regular content publishing. You can use social content scheduling tools to keep publishing even during busy times.

8. Be Yourself

Show your genuine personality on social media so you can stand out from competition and communicate better with your audience.

9. Cross Promote Social Channels 

Let your audience know you are active on different social platforms so they can connect with you over all channels. 

10. Get Inspiration from Others

Many real estate professionals are actively using social media to their advantage and have developed a sizable audience base. Find these competitors and get inspiration from the posts that are working for them.

How Investing in Social Media Benefits Your Real Estate Business

1. Boost brand visibility
2. Real-Time client interaction
3. Cost-Efficient marketing 
4. Precision audience targeting
5. Drive traffic to website 
6. Expand reach 
7. Establish credibility and authority

Content Ideas for Real Estate Social Media Marketing

1. High-quality property photos and videos that showcase the property’s best features 
2. Success stories and client testimonials from past clients for credibility and social proof
3. Highlight significant business achievements and milestones to build authority and trust with your audience
4. Market trend news or housing data 
5. Home tips and renovation ideas
6. Showcase your involvement in real estate event

Frequently Asked Questions (FAQs)

1. What Social Media Platform Do Realtors Use Most?

The most commonly used social media platforms by real estate professionals are Facebook, Twitter and Instagram. These platforms have a broad user base and allow connecting with diverse audiences.

2. Do Social Media Sites Work for Real Estate?

Yes! Social media platforms are highly effective in real estate marketing. They help agents:

• Reach diverse audiences 
• Promote property listings 
• Build brand awareness and credibility
• Foster relationships with clients and industry professionals

3. How Often Should I Post on Social Media for Real Estate?

The frequency of your social media posts should balance staying visible without overwhelming your audience. Here are general posting guidelines:

• Facebook: 3-5 times per week
• Instagram: Daily or 3-4 times per week (include Stories and Reels)
• LinkedIn: 2-3 times per week
• X (formerly Twitter): 1-3 posts per day 
• Pinterest: At least 3-5 pins per day 

4. What are the Advantages of Social Media for Real Estate?

Social media offers numerous advantages for real estate professionals, including:

• Brand visibility and awareness 
• Lead generation 
• Networking opportunities 
• Cost-effective marketing
• Engagement and relationship-building 

We hope this article helps you achieve your desired success by leveraging social media. Let us know if you need more help with real estate-focused social media promotion.