Social Media Strategy: What Actually Works in 2025
Most real estate agents use social media like it's 2015. Post a listing, hope someone sees it, repeat. In 2025, that approach is dead. Here's what actually works.
"Nobody cares about your listings on social media. Your followers are there to be entertained, inspired, or educated - not to scroll through property specs."
📱 The Content Mix That Works
Educational/Value content
Personal brand content
Property listings & results
Engagement & interaction
The Brutal Truth About Real Estate Social Media
Here's what most agents don't want to hear: nobody cares about your listings on social media. Your followers are there to be entertained, inspired, or educated - not to scroll through property specs.
The agents who win on social understand this. They use listings as one small part of a broader strategy focused on building trust and staying top of mind.
Content That Actually Performs
High-Engagement Content Types:
Market Updates
Simple graphics showing median prices, auction clearance rates, or days on market for your area
Sold Stories
Share the story, not just "SOLD!" - "Listed for $X, sold at auction for $Y after Z days"
Behind the Scenes
Show the work - setting up at 7am, negotiating at 10pm. The reality humanizes you
Local Area Content
Feature local businesses, parks, schools. Show you know and love the area
Client Moments
Happy clients at settlement (with permission). Video testimonials. Social proof that delivers
Platform Strategy
- • Visual storytelling
- • Property showcases
- • Reels for reach
- • Stories for daily engagement
- • Community groups
- • Longer-form content
- • Older demographics
- • Targeted ads
- • B2B connections
- • Thought leadership
- • Professionals relocating
- • Often overlooked!
Engagement Is Everything
Posting is only half the battle. The algorithm rewards accounts that have real conversations, not just broadcast content.
Engagement Rules:
- • Respond to every comment within 2 hours
- • Reply to DMs the same day
- • Comment on local businesses and community pages
- • Share and support other local content
The Posting Schedule
Consistency matters more than frequency. Better to post 3 times a week reliably than 7 times one week and zero the next.
Realistic Schedule for Busy Agents:
What NOT to Track
Vanity Metrics (Ignore):
- • Likes (easy to game)
- • Follower count (quality > quantity)
- • Impressions (meaningless alone)
Real Metrics (Track These):
- • DMs and comments
- • Profile visits
- • Website clicks
- • Saves and shares
"A save or share means someone found your content valuable enough to keep or recommend. That's worth more than a thousand likes."
Too Busy to Do Social Media Right?
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