Social Media Marketing for Real Estate Agents: Strategies & Examples to Help Build Your Network

Gone are the days of tirelessly capturing a property with flat photos; it's time to transform how you showcase your residential real estate listings so that they can stand out in a digitally driven, socially networked world. 

In this article, we'll explain how you can set your real estate business apart (and up for success) on social media, particularly withMatterport.

Why real estate agents should use social media marketing

Social media has become essential for connecting with today's tech-savvy buyers and sellers—even more than real estate advertising. The reasons below show just how powerful these platforms can be for real estate professionals who want to be competitive and grow their client base.

Reach potential home buyers, sellers, and renters where they are

Nearly everyone is online these days. Around 72% of American adults use social media, and most buyers—99% of millennials and 90% of baby boomers—start their home search online. If you're not active on social, you're missing a huge opportunity to connect with them where they're already looking.

Your peers already leverage social media

Most realtors, particularly those who are successful, are already ahead of the game when it comes to social media. And platforms like Facebook, Instagram, and LinkedIn are popular tools for marketing properties, especially with 57% of agents actively using social media in some way. 

Plus, another study revealed that social media accounts for 52% of high-quality leads in real estate. If your competition is there, you need to be, too—or you'll miss out. 

Take advantage of technology to set yourself apart

Real estate has evolved so much over the last few years that, at this point, virtual tours and 3D imagery aren't just trendy—they're what buyers expect. 

Homes with 3D tours get 49% more qualified leads, and solutions like Matterport's Digital Pro package give you everything you need to make your listings stand out. So, if you want to wow potential clients during their homebuying experience, this is how you do it.

7 social media channels to grow your real estate marketing business

There are so many social media platforms out there that it's easy to feel overwhelmed. Don't worry—we've got you. Let's walk through the platforms that can help you reach your audience and how to create content that actually grows your online presence.

1. Facebook

Facebook has a huge user base and tons of features, and that's why it's a powerful platform for digital marketing.

Audience: Facebook has a diverse (and vast) user base with demographics spanning millennials, Gen X, and baby boomers.

Content types: Facebook supports a versatile range of formats, such as images, videos, and long-form text posts. 

How to succeed: Create a business page if you haven't already, and engage your audience. Start sharing new listings and market updates, post events for virtual tours and open houses, and make sure to engage with potential customers—especially on Facebook groups—by responding to comments and returning messages promptly. And, of course, your social media team should already be familiar with including hashtags and geotags to make your posts more discoverable on Instagram.

Example:

Facebook post example - still 2

See the original post on Facebook here

Why it works/what could make it even better:

  • High-quality images and videos of property interiors and exteriors

  • Live videos for open houses and events

  • Long-form posts or articles about the home buying/selling process and the real estate market

2. Instagram

As a visually-focused platform, Instagram is perfect for showcasing your properties.

Audience: Instagram's user base skews younger, primarily millennials and Gen Z, so it's a good bet for reaching first-time home buyers.

Content types: It’s a visual medium, so you need Instagram posts with high-quality images and short videos. Also, don’t forget about Instagram stories and reels. 

How to succeed: The look and feel of your profile is everything. That means choosing a high-quality profile picture, writing a compelling bio, and sticking with a unique visual style and color scheme for your posts.

Example:

Instagram example - Brass Monkey

See the original post on Instagram here

Why it works/what could make it even better:

  • Stunning images of a property and amenities, possibly organized into carousel posts

  • Short video clips of behind-the-scenes staging, virtual tours, or market updates

  • Longer-form video content, such as home tours or educational episodes

3. LinkedIn

LinkedIn is an excellent platform to be on if you're looking to network or develop professional relationships.

Audience: LinkedIn is a networking platform at the end of the day, ideal for connecting with fellow real estate agents, brokers, developers, and investors.

Content types: LinkedIn supports text posts, images, videos, and articles that should focus on informative real-estate content and thought leadership. 

How to succeed: It should go without saying, but make sure your LinkedIn is set up with a professional profile photo, along with details about your experience and accomplishments. Then there's networking: join and participate in relevant LinkedIn groups to set yourself up as a credible expert in the field.

Example:

LinkedIn Example - Home Foundation Documentation

See the original post here.

Why it works/what could make it even better:

  • Informative articles about market trends, insights, and industry news

  • Video interviews with real estate industry experts, partners, or clients

  • Company updates and milestones

4. X (Formerly Twitter)

Twitter's fast-paced, real-time nature makes it unique among social media platforms.

Audience: Twitter's users are interested in getting and sharing timely updates & news.

Content types: Twitter supports short text posts, images, and videos; just make sure you pay attention to character limits (which can also vary nowadays).

How to succeed: Be concise yet engaging. Given the limited real estate (pun intended) you have for each tweet, stick with attention-grabbing text, hashtags, and visuals. And they don't call it social for nothing; engage with your local community, respond to tweets, and retweet what you enjoy.

Example:

X/Twitter example - SEO blog

Why it works/what could make it even better:

  • Eye-catching images and brief descriptions

  • Real estate market updates, news, and trends

  • Quick tips and advice related to home buying, selling, or renting

5. YouTube

YouTube offers immense potential for video real estate marketing.

Audience: Often referred to as the world's second-largest search engine after its owner (Google), YouTube gives you access to a broad user base of potential new home buyers.

Content types: Videos, videos, and more videos, ranging from the entertaining to the informative

How to succeed: Create a dedicated channel for your brand that you're active on, regularly upload high-quality videos, and build a fanbase by asking viewers to like or share your videos, and encourage them to subscribe to your channel. That way, YouTube's algorithm favors you in its search results (remember, it is the second biggest search engine!)

Example:

Why it works/what could make it even better:

  • Video of property walkthroughs and 3D virtual tours

  • Educational videos about home buying/selling or real estate investing

  • Behind-the-scenes footage or the day-in-the-life of a real estate professional (that shows you working hard for your clients!)

6. Pinterest

Pinterest users expect high-quality visuals and maybe even one or two beautiful infographics every now and again.

Audience: Pinterest is known to have a predominantly female user base interested in design, home improvement, and lifestyle content.

Content types: Anything visual, from images to infographics, and more recently, branching into short-form videos

How to succeed: Create visually appealing content for pins and organize them into what's called boards, each a collection of images under the same theme or idea - for instance, by property type.  

Example:

Pinterest example

Why it works/what could make it even better:

  • Stunning images/videos of property and amenities

  • Curated boards for specific property types, neighborhoods, or design ideas

  • Infographics detailing homebuying tips or real estate market trends

7. TikTok

TikTok is a short-form video platform that's become very popular in recent years, especially among the younger crowd.

Audience: TikTok is a short-form video platform with a predominantly younger user base, including Gen Z and millennials, likely first-time homebuyers or on the cusp of being one.

Content types: Snack-sized videos (measured in seconds, not minutes) with entertaining visuals and catchy music.

How to succeed: Be creative and authentic. Don't be afraid to show your personality, especially if you're humorous, and bonus points if you can work on trending challenges and hashtags.

Example:

Tiktok example - still

See the original post on TikTok here

Why it works/what could make it even better:

  • Quick property tours or teasers

  • A dose of humor by way of behind-the-scenes footage or day-in-the-life videos of a real estate agent

  • Lean into viral trends, challenges, or sounds

11 tips for marketing your real estate business on social media effectively

Below, we’ve put together a realtor's playbook for developing and executing an effective real estate social media marketing strategy.

  1. Define your goals

Start by setting clear, actionable goals for your social media marketing. Are you trying to become the go-to local real estate expert? Or is your primary focus generating leads? 

Knowing what you want to achieve will help you decide what to post and measure your success. So, give some thought to how social media fits into your overall real estate marketing plan—whether it's driving traffic to your website, connecting with clients, or boosting your brand.

2. Identify the target audience for your properties

Not every property appeals to every buyer, and that's okay. Think about who you're trying to reach—first-time homebuyers, luxury buyers, or maybe renters looking to upgrade. The clearer you are about your audience, the easier it is to tailor your content to grab their attention and speak to their needs.

3. Choose the appropriate social media platforms

You don't need to be on every platform—just the ones that matter most to your audience. Facebook is great for older demographics, Instagram shines for visual storytelling, and LinkedIn is a solid choice for networking with other professionals. Pick platforms where your audience spends time, and focus your energy there.

4. Optimize the look and feel of your profiles

Your social media profiles are like your business card, so make them count. Use a high-quality headshot or logo for your profile picture, and write a bio that clearly explains what you do and where you operate. Bonus points if you include a call to action (like "DM for listings!") and a link to your website.

5. Establish a consistent brand voice

Your brand voice is how you show up online—it's what makes your content feel like you. Whether it's friendly and approachable or polished and professional, keep it consistent across all platforms. That way, your audience knows exactly what to expect, no matter where they interact with you.

6. Focus on one social media platform at a time

Master one platform before trying to conquer them all. It's tempting to be everywhere, but spreading yourself too thin can hurt your efforts. Once you've nailed your strategy on one platform and have built a routine, you can use what you've learned as a blueprint for others.

7. Approach social media content strategically

The best content strategy is a mix of variety and value. Share posts that entertain, inform, and inspire—while showcasing your expertise. Here are some content ideas to keep things fresh:

  • Active property listings

  • Property listing for homes that have recently sold

  • Market research and updates

  • Detailed 3D walkthroughs

  • Client testimonials & success stories

Tailor your posts to the platform. For example, Instagram loves visuals, while LinkedIn thrives on insights and industry updates.

8. Create standout content and visuals

Your content needs to stop people mid-scroll. Matterport's Digital Pro package is a great way to make this happen, offering 3D tours, high-quality photos, and preview videos. 

Our recent study found that listings with 3D tours keep viewers engaged for over 3 minutes—compared to less than a minute on standard 2D visuals. So, investing in professional visuals will make your properties impossible to ignore.

9. Engage and build community

Consistency is key, but so is being human. Post regularly—not so often that you're spammy, but often enough to stay on your audience's radar. Reply to comments and DMs promptly, and spark conversation by asking questions or conducting polls. Encourage followers to share their experiences, too—it's a great way to build trust (and a sense of community). 

10. Invest in the right technology

Save time and make your life easier by using real estate marketing tools designed for social media success. For example:

  • Scheduling social media posts: Tools like Buffer, Hootsuite, and Later let you schedule and manage content across multiple platforms in one go.

11. Make data-driven decisions before running ads 

Before spending money on ads, test your content organically. See which posts resonate most, and use that insight to shape your ad campaigns, from the type of content to the format. It's the smartest way to ensure your investment pays off.

After all, successful social media management for real estate requires a strategic approach plus the right technology and content. 

Meet Matterport’s Digital Pro

Digital Pro is an affordable all-in-one property marketing solution that can help real estate agents stand out on social media to win listings, close deals, and make more money. 

It includes a comprehensive package of assets for all your property's social media marketing needs—a digital twin, 25 high-quality HDR photos, a 2D floor plan, and a preview video—all designed to showcase properties professionally and with exceptional quality.

With Digital Pro, you can create scroll-stopping imagery that grab your potential buyers and sellers' attention on social media. Just imagine immersive 3D tours and high-quality photos that can expand your reach to more qualified buyers, no matter where they're located, and win the trust of your new clients with cutting-edge real estate marketing ideas.

Order your Digital Pro package now.