The Role of Social Media in Real Estate

Social media in real estate
Social media has become one of the most critical tools for real estate agents. Although it may seem overwhelming to step into the world of constant communication, it has become an essential part of the business for those wanting to sell to younger audiences.

Here’s how to utilise the biggest social media platforms for your business.


Facebook is set up extremely well for real estate agents, which is why so many of them are already using it. While you may not be reinventing the wheel here, you could put yourself at a distinct disadvantage by ignoring this site just because it’s popular. Facebook allows agents to register for business accounts, with which you can build a legitimate resource for yourself.

On Facebook, you can post listings, reply to reviews, create galleries, book viewings and interact with potential clients. You can also opt to post paid Facebook ads that allow you to target specific demographics, making pursuing different suburbs and client groups a breeze. We have more tips on using Facebook to generate leads here.


This social media platform is preferred by the millennial buying group, which are quickly breaking into the real estate market. It’s ideal for carousel-style photo galleries, quick info and listing details of homes. It’s also easy to refer back to as clients can bookmark photos and posts. It makes it easy to connect your listing to nearby businesses and shops, creating a fuller profile for the listing.

The Instagram reels and story features are great for showing videos of homes. In 2020 many potential homebuyers had to switch to virtually viewing homes instead of visiting them in person due to covid restrictions. This meant that social media was their first point of contact for real-life footage of homes that hadn’t been expertly retouched.


While LinkedIn may not necessarily be the place to promote your listings, it’s a great way to build your business legitimacy. Acting as a digital CV, this social media site can show clients your working history in an easily digestible format.

You can also set up business pages on LinkedIn, allowing you to connect agents and businesses together. This is a good network building platform and agents can easily interact with each other or view what others in the field are getting up to.

Want To Sell On Social?

When selling on social, tailor your content to the chosen medium. For example, Facebook may be able to handle higher character counts than Instagram, where people are looking for punchy details and short bullet points to be able to scan and assess relevant info clearly. Put the most sought out components (like price) near the bottom to ensure clients are viewing the whole post.

Ensure that your social media feed is made up of diverse posts. Listings are great but should be timely and mixed in with other information such as client testimonials, sales and agent profiles. Video stories are great for walkthroughs and to promote community or in-home events.

You should also double-check that your contact info is clearly stated on your social media accounts and if you’re allowing messages or chat through your social media, commit to checking in regularly. Once you’re set-up, keep your content fresh and consistent to guarantee you’re encouraging interaction.

For great selling strategies on how to serve the needs of your real estate clients, enrol with us here at Global Real Estate Training. We offer affordable, high-impact online real estate training courses that help you improve your real estate career anywhere in Australia. For more information, contact us today.

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