5 Strategies to Boost Your Real Estate Business with Social Media

Let’s get something out of the way first: social media isn’t a magic wand. You can’t just wave it at your listings and expect a stampede of eager buyers. But—if you’re clever, persistent, and a little bit brave? Social media is more like the Swiss Army knife you wish you’d had all along. It’s not just another place to post your open house flyer. It’s the place to build trust, spark curiosity, and (maybe) even have a little fun in an industry that sometimes takes itself way too seriously.

So, whether your Instagram looks like a ghost town or your LinkedIn is gathering digital cobwebs, let’s talk about how you can use social media to actually move the needle for your real estate business. And if you’re already posting occasionally, but not seeing results? Well, you might be getting some things very wrong (don’t worry, we’ll get there).

Why Most Agents Get This Wrong

Here’s the thing about real estate and social media: most people treat it like a billboard. “Here’s my new listing!” “Open house this Sunday!” “Just sold!” It’s the same stuff, copy-pasted, from Facebook to Instagram to LinkedIn to wherever.

But social media isn’t a one-way street. It’s a block party, and nobody wants to talk to the guy who only shouts about his own achievements.

Case in point:

I once followed a local agent who posted gorgeous homes… but never replied to comments. Never shared a story. Never showed her face. After three weeks, I forgot why I followed her. (So did everyone else, judging by her engagement.)

The fix? You need to show up as a human. Not just a business card with a filter.

So, let’s get into the not-so-obvious strategies that actually work.

1. Stop Selling, Start Storytelling

You know what’s more interesting than a granite countertop?

A family unlocking the door to their first home.

A retired couple downsizing to make room for adventure.

A dog leaping into a backyard pool.

Stories let people see themselves in the spaces you’re selling. Anyone can post “3-bed, 2-bath, move-in ready.” But can you tell the story of what it feels like to live there?

Try this:

- On Instagram, post a photo from the house, but caption it with a moment—“Imagine morning coffee with the sunrise on this porch.”

- On Facebook, share a client’s journey (with their permission, of course): “Meet the Smiths, who just swapped city noise for quiet sunsets.”

Real-World Example:

Remember that viral TikTok of an agent narrating the “day in the life” of a quirky old Victorian home? That home sold in days, above asking—because people fell in love with the feeling, not just the stats.

Actionable Tip:

Start every post by asking: “What story am I telling here?” If it’s just numbers and features, you’re missing the magic.

2. Let Your Face (and Voice) Be the Brand

If your social feed is all houses and no humans, you’re missing out. People buy from people they trust, and trust is built by showing up—awkward smiles, dad jokes, and all.

Why This Matters:

In a sea of templated posts, your voice is what stands out. When you show up on video, or even just in Stories, you’re not just “the realtor.” You’re their realtor.

Three Fixes You Haven’t Tried Yet:

- Weekly Q&A: Go live every Friday to answer real estate questions, big or small. Don’t script it too much—let your personality come through.
- Behind-the-Scenes: Show the hustle. The early-morning coffee before a showing, the late-night paperwork, the “oops, I forgot my shoe covers again” moments.
- Personal Wins and Fails: Did a deal fall through? Did you finally master that tricky drone shot? Share the highs and lows. People love rooting for the real you.

Story Time:

A San Diego agent started doing “Monday Market Meltdowns” on Instagram Stories—sharing both the wildest things that happened that week and honest, sometimes hilarious takes on the market. Her following tripled in six months, and she started getting DMs from prospective clients who said, “I feel like I already know you.”

Actionable Tip:

Commit to showing up—face, voice, all of it—at least once a week. Imperfect is better than invisible.

3. Get Hyper-Local (and Actually Useful)

Here’s an experiment: scroll through your competition’s feeds. Count how many times you see generic real estate tips (“declutter before an open house!”) versus something only a local could know.

Why Hyper-Local Wins:

You’re not just selling houses. You’re selling neighborhoods, lifestyles, morning walks, and the best takeout sushi within five blocks.

When you become the go-to person for what it’s like to live here, you become irreplaceable.

Be the Local Legend:

- Feature small businesses. Interview the owner of the new bakery, review the farmers’ market, spotlight the dog park.

- Curate “best of” lists—coffee shops, playgrounds, hiking trails, you name it.

- Share local news that actually affects homeowners—school rezoning, new parks, road changes.

Real-World Example:

A Toronto realtor became the go-to for “hidden gems” in her neighborhood. Her guides on the best patios and under-the-radar events got shared far beyond her follow count. She’s now considered a local tastemaker, and guess who people call when they want to move to her area?

Actionable Tip:

Dedicate one day per week to “local spotlight” content. Not just real estate—anything that makes your community unique.

4. Embrace Video (Your Way)

If you’re waiting for the perfect lighting and a flawless script… you’ll be waiting forever. Video is the fastest-growing format on every platform, and it’s where trust is built fastest.

But I Hate Being on Camera:

Join the club. Most people do. The trick isn’t to be perfect—it’s to be real.

Video Ideas That Aren’t Cringe:

- Short “myth-busting” clips: “No, you don’t need 20% down to buy a home. Here’s why.”
- Quick walkthroughs of homes, focusing on unexpected features (“Look at this secret pantry!”)
- Answering real questions from your followers.

- “Day in the life” clips—show the reality, not just the highlight reel.

A Little Secret:

The most-watched real estate video I’ve ever seen? It wasn’t slick or polished. It was an agent walking through a fixer-upper, narrating all the wild things she’d found—old wallpaper, a secret room, a garden full of gnomes. It was authentic, funny, and massively shareable.

Actionable Tip:

Post one video per week. Messy, unfiltered, and true to you. The more you do it, the easier it gets.

5. Start Conversations, Don’t Just Broadcast

If you want people to care, you have to care first. Social media is a two-way street—think less “megaphone,” more “coffee shop chat.”

How to Spark Real Engagement:

- Respond to every comment—even if it’s just a heart emoji or a quick “thanks!”
- Ask questions in your captions: “Which backyard would you choose?” or “What’s your must-have feature in a home?”
- Run polls or quizzes (“How much do you think this house is listed for?”)
- Share follower stories or testimonials (with permission).
- Jump into community groups—not just to promote, but to help. Answer questions, offer advice, be genuinely helpful.

Real-World Example:

A Denver agent built a Facebook group for first-time buyers in her city. She answers questions, shares resources, and never pitches herself directly. Now, the group has 2,000+ members, and almost all her new clients come from there.

Actionable Tip:

Set aside 15 minutes a day for “social listening”—commenting, DMing, and connecting without expectation. It adds up, fast.

Some Things You’ll Learn Only by Doing

You can read all the “top 10 Instagram hacks” you want, but real traction comes from experimenting. Try, tweak, repeat. What works for someone else might flop for you, and vice versa. Algorithms change, trends come and go, but being real—genuinely, generously real—never goes out of style.

Let’s be honest: you’re not just selling square footage. You’re selling a feeling. A future. The possibility of home. Social media, at its best, is just a new way to tell that story—one imperfect post, one honest comment, one shared laugh at a time.

So, dust off your phone. Try one new thing this week. Let them see the real you—and watch what happens.

Bonus: 3 Things to Stop Doing Right Now

Just for fun (and to save you some time), here’s what to stop doing if you want your social strategy to work:

• Stop auto-posting the same thing everywhere. Each platform has its own vibe. Instagram loves visuals. LinkedIn likes insights. Facebook wants connection. Tailor your posts.


• Stop using too much jargon. “Turn-key investment opportunity” means nothing to most people. Speak like a human.


• Stop chasing follower count. 200 engaged locals > 10,000 random bots.

Social media isn’t just a marketing tool. It’s your handshake before the handshake. Use it wisely, weirdly, and with a little bit of heart.

Now go show us what you’ve got.