Stuck on Social? Why Your Real Estate Marketing Isn’t Getting Traction (and What Actually Works in 2023)

The Social Media Mirage: Why “Posting More” Isn’t the Answer

You’ve heard the advice a thousand times: “Just post more on social media and the clients will come.” So you do it. Listing after listing. Open house flyers. Maybe a ‘just sold’ post tossed in for good measure. But the comments are crickets, the DMs are empty, and the only likes come from your aunt in Boca.

Here’s the thing: social media is not a magic faucet of leads. In 2023, it’s a complex ecosystem—one where tired tactics get lost in a sea of sameness, while savvy real estate pros are quietly building pipelines of trust and attention.

The fundamental shift? Success isn’t about showing up everywhere, but about showing up with intention and resonance in the right places.

The Real User Aspiration: Visibility That Converts (Not Just Vanity Metrics)

Most agents searching for “how to leverage social media for real estate” want one thing: to turn eyeballs into actual business. Likes are nice, but leads pay the bills.

The most important insight: Social media isn’t about broadcasting. It’s about connection—and trust-building at scale. The winners in 2023 are the ones who know how to blend authenticity, targeted strategy, and platform-specific tactics to stand out (and close deals).

Let’s cut through the noise and get into what actually works—beyond “post more listings” or “use all the hashtags.”

Stop Chasing Algorithms—Start Building Micro-Communities

Scrolling through the top Google results, you’ll see the same advice recycled: Post consistently. Use pretty visuals. Engage with your followers. Those things matter, but they’re the basics. They’re table stakes.

What most guides miss: The real power of social media in real estate isn’t scale—it’s intimacy. In a world of endless content, people crave micro-connections with a real human who gets them. That’s where trust (and transactions) are born.

Imagine two agents:
- One floods their feed with generic listings and sales stats.
- The other shares stories about helping a first-time buyer navigate a tricky negotiation, or spotlights a local coffee shop as the heart of a new neighborhood.

Who would you rather follow? Who would you DM when it’s time to buy?

In 2023, community beats commodity every time.

Show Up Where Your Clients Actually Are (Hint: It’s Not Everywhere)

It’s tempting to spray your efforts across Instagram, Facebook, TikTok, LinkedIn, Twitter, Pinterest… and then burn out. The myth of omnipresence is strong—especially in real estate, where “more” feels like “necessary.”

But the most effective agents get surgical about where they show up.

Think about your ideal client:
- Are they mid-career professionals scrolling LinkedIn at lunch?
- Busy parents browsing Instagram after bedtime?
- Gen Z renters discovering neighborhoods on TikTok?

Zero in on two platforms—max—that align with your audience. Get deep, not wide. Master the nuances of those spaces. The agent who dominates Instagram Reels with quick, punchy neighborhood tours will always outperform the one posting the same content everywhere.

Pro Tip: Audit your last 10 deals. Where did those leads first interact with you online? Double down on those channels.

Storytelling Over Sales Pitches: The Secret Weapon of 2023

Let’s be honest: Nobody hops on social media hoping to see another open house flyer. What people crave are stories—about homes, about neighborhoods, about the real people behind the transactions.

One agent I know stopped posting listings altogether. Instead, she shared bite-sized stories: the nervous couple who almost walked away from their dream home (but she brokered a midnight compromise); the veteran who finally found a place to plant roots after years of moving.

Her engagement doubled. Referrals soared. Clients felt like they knew her—before they ever shook her hand.

Here’s how to tap into storytelling:
- Behind the scenes: Share the messy, human moments of your job—the late-night offer, the staging fails, the neighborhood gems.
- Client journeys: With permission, spotlight real clients (blur the details if needed). Walk your audience through the emotional highs and lows.
- Neighborhood narratives: Become the unofficial mayor. Showcase the heartbeat of your market—events, small businesses, local characters.

Stories stick. Listings blend in.

Create Value That Outlasts the Scroll

Algorithms reward engagement, but people reward value. In 2023, the agents who win are those who teach, inform, and inspire—not just promote.

You don’t need to become a TikTok comedian or a full-time YouTuber. But you do need to answer the questions your clients actually have:

• “Is now a good time to buy, or should I wait?”


• “What’s the real cost of selling my home?”


• “Which neighborhoods are up-and-coming (and why)?”

Share market updates with context and candor. Break down complex processes with infographics or quick videos. Offer actionable checklists for buyers and sellers. When in doubt, ask yourself: Would I save this post for later? Would I send it to a friend?

High-value content ideas:
- “3 First-Time Buyer Mistakes (and How to Dodge Them)”
- “What $500,000 Buys in [Your City]—Right Now”
- “5 Overlooked Costs When Selling Your Home”

Make yourself the go-to resource—not just another agent shouting into the void.

Humanize (and Personalize) Everything You Post

Ever notice how some agents seem to magnetize loyal fans—even in crowded markets? They’re not just posting “real estate content.” They’re sharing themselves.

In 2023, faceless brands get ignored. People want to do business with people.

• Use your face. Literally. Profiles with a real, smiling photo get more engagement.


• Write the way you speak. Ditch the jargon; keep it conversational.


• Share your “why.” Not just why you love real estate, but why you love serving your specific community.

A top producer I consulted with was struggling to connect with downsizers. She started sharing her own journey of moving her aging parents to a new home—what surprised her, what she’d do differently, what made it meaningful. Suddenly, her inbox filled with messages from people in the same boat.

Vulnerability = trust. Trust = clients.

Action Steps: Simple Shifts That Drive Results

Here’s where most agents get stuck: They read the advice, nod along, but never change their habits. If you’re ready to actually see ROI from social, try these (not-so-obvious) moves:

• Batch your content, but make it personal. Spend a morning each month scheduling posts—but leave room for real-time stories and reactions as news breaks or deals close.


• Reply to every DM and comment. Every interaction is a chance to plant a relationship seed.


• Collaborate with local businesses. Co-host a livestream with the local bakery, or run a giveaway with a neighborhood gym. Their audience becomes your audience.


• Track what works. Revisit your analytics monthly. Double down on what gets saves, shares, and DMs—not just likes.

Remember: It’s better to have 100 raving fans than 10,000 indifferent followers.

The Platforms That Matter (and How They’ve Changed)

Instagram: The home of visual storytelling (and, in 2023, short-form video reigns). Reels are essential—think quick tours, myth-busting, mini Q&As. Stories are your backstage pass. Carousels still crush for educational posts (“5 Steps to Prepare Your Home for Sale”).

Facebook: Still huge for certain demographics (especially 40+). Neighborhood groups are goldmines—join, contribute, and never spam. Live video open houses work if you bring energy and answer questions live.

TikTok: Not just for teenagers anymore. Fast, punchy market takes and witty neighborhood spotlights can go viral—and lead to real inquiries. Authenticity is non-negotiable.

LinkedIn: The dark horse for luxury and investment properties. Share market insight, economic trends, or your take on local development. Position yourself as an expert, not just an agent.

YouTube: Best for depth. Home tours, market breakdowns, and “how-to” guides get search traffic for years. A single, well-optimized video can deliver leads for months.

Don’t try to master every platform. Pick one or two, learn their language, and become indispensable there.

Avoid the Most Common Social Media Traps

Even seasoned agents fall into these 2023 pitfalls:
- Over-automation: Scheduling is helpful, but don’t let your feed become soulless. Authenticity can’t be outsourced.
- Chasing trends blindly: Not every viral sound or meme fits your brand. If it feels forced, skip it.
- Focusing only on sales: If 90% of your posts are listings, you’re pushing people away. Think community first, sales second.

When Real Life and Social Media Intersect

A client once told me, “We felt like we already knew you from Instagram. You were the only agent who didn’t feel like a robot.” That connection is the new cold call.

Social media isn’t a billboard—it’s a handshake, a coffee chat, a behind-the-scenes pass into your world. The agents who treat it that way are the ones who win, even (especially) when the market gets tough.

The 2023 Playbook, in a Nutshell

• Prioritize connection over broadcasting.


• Master one or two platforms—don’t scatter yourself thin.


• Tell real stories, not just stats or sales.


• Add value that lasts beyond the scroll.


• Let your human side shine through.

The agents who leverage social media best in 2023 aren’t the ones who post the most. They’re the ones who make people feel something—hope, trust, excitement, relief. That’s the path from follower to fan to client.

Feeling stuck on social? It’s not about doing more. It’s about doing different—and doing it with heart.

Your next client might already be watching. What will you show them?