Real Estate Social Media Strategy 2025: The Complete Playbook
Social media has evolved from optional to essential for real estate agents. The agents dominating their markets aren't just on social—they have intentional strategies that turn followers into clients.
This playbook covers exactly how to build a social media presence that generates real estate leads in 2025.
The Current Social Media Landscape for Real Estate
Platform Rankings by Lead Potential
- Instagram — Still #1 for real estate lead generation
- TikTok — Fastest-growing reach for agents
- Facebook — Best for older demographics and groups
- YouTube — Long-form content and SEO
- LinkedIn — Commercial real estate and luxury market
Key 2025 Trends
- Video dominance: Short-form video outperforms all other content
- Algorithm shift: Engagement matters more than followers
- AI integration: Tools that create content faster gaining adoption
- Authenticity premium: Polished less important than genuine
Instagram Strategy for Real Estate
Profile Optimization
Username:
- Include location if possible (@austinrealtorjane)
- Keep it simple and memorable
Bio Formula:
[Your Market] Real Estate Agent 🏠
Helping [Target Audience] find [Value Proposition]
[Social Proof] — [Number] Families Served
👇 [CTA]
[Link to Link Tree or Website]
Example:
Austin Real Estate Expert 🏠
Helping first-time buyers find dream homes
Top 5% Agent — 150+ Happy Families
👇 Free Home Buyer Guide
linktr.ee/janeaustinrealtor
Content Pillars
Balance these content types:
40% — Property/Professional
- Listing tours
- Just listed/sold
- Market updates
- Educational content
30% — Personal/Behind-the-Scenes
- Day in the life
- Personal moments
- Behind-the-scenes of transactions
- Your real estate journey
30% — Community/Lifestyle
- Local restaurants and spots
- Neighborhood highlights
- Community events
- Lifestyle content relevant to your market
Posting Strategy
Frequency: 1-2 feed posts daily, 5-10 stories Best Times: 11 AM, 7 PM local time Format Mix: 70% Reels, 20% Carousels, 10% Static
Reels Best Practices
- Hook in first 1-2 seconds
- 15-30 seconds optimal length
- Use trending audio
- Add text overlays
- Strong CTA at end
Hashtag Strategy
Use 5-15 hashtags per post:
Broad (2-3): #realestate #realtor #dreamhome Niche (3-5): #firsttimehomebuyer #realestatelife #housetohome Local (5+): #austinrealestate #austinhomes #atxrealestate
TikTok Strategy for Real Estate
Why TikTok Matters in 2025
- Highest organic reach of any platform
- Younger demographic actively house hunting
- Algorithm favors good content over followers
- Video-native platform aligns with property marketing
Account Setup
Username: Simple, memorable, include location Bio:
[City] Real Estate 🏡
[Value Prop in one line]
[CTA] 👇
Content Strategy
What Works on TikTok:
- Price revelation videos
- "Wait for it" reveals
- Day in the life
- Storytime content
- Trend participation
- Educational quick tips
What Doesn't Work:
- Overly polished, salesy content
- Long introductions
- Generic "beautiful home" tours
- Content without personality
Posting Strategy
Frequency: 1-3 videos daily Best Times: 7 AM, 12 PM, 7 PM Length: 15-30 seconds performs best
Growing on TikTok
- Post consistently — minimum once daily
- Use trending sounds — even under static videos
- Engage in comments — respond to every comment
- Collaborate — duet other real estate creators
- Cross-post — share TikToks to Instagram Reels
TikTok-Specific Features
- Stitch: React to other content
- Duet: Side-by-side with other videos
- Green Screen: Use images as backgrounds
- Live: Weekly lives build community
Facebook Strategy for Real Estate
Who's on Facebook in 2025
- 35-65+ age demographic dominates
- Higher homeownership rate than younger platforms
- Active in local community groups
- Longer-form content acceptable
Page Optimization
- Complete all business info
- Add services (buyer representation, listing, etc.)
- Enable messaging with fast response
- Regular posting schedule
Content Strategy
What Works on Facebook:
- Longer form educational content
- Just listed/sold with stories
- Market updates and news
- Personal milestones and wins
- Community involvement
Facebook Groups Strategy
Option 1: Join Local Groups
- Find community groups in your area
- Be helpful first, promotional sparingly
- Answer real estate questions
- Build reputation as the local expert
Option 2: Create Your Own Group
- "[City] Home Buyers & Sellers"
- "[City] Real Estate Community"
- Provide value through market updates
- Build an owned audience
Facebook Ads
Facebook remains valuable for:
- Just listed promotion to geographic area
- Just sold social proof
- Seller lead generation
- Retargeting website visitors
Content Creation Workflow
The Batch Creation Method
Don't create content daily. Batch it weekly:
Content Day (1 day/week):
- Film 5-7 talking head videos
- Create listing videos using AI tools
- Design carousel posts
- Write captions for the week
- Schedule everything
AI Tools That Speed Up Creation
Video Creation: RealStateVideo — Create listing videos in 60 seconds
Writing: ChatGPT/Claude — Captions, scripts, educational content
Design: Canva — Carousels, stories, graphics
Scheduling: Later, Planoly, Meta Business Suite
Weekly Content Calendar Template
| Day | Primary Content | Stories |
|---|---|---|
| Monday | Market Update (Reel) | BTS: Week ahead |
| Tuesday | Listing Tour (AI Video) | Poll: Feature preference |
| Wednesday | Educational Carousel | Quick tip |
| Thursday | Behind the Scenes (Reel) | Day in the life |
| Friday | Listing Tour (AI Video) | Weekend plans |
| Saturday | Community/Lifestyle | Open house coverage |
| Sunday | Personal/Meaningful | Week reflection |
Lead Generation Through Social
The Funnel
Awareness: Reach through consistent posting Engagement: Value-driven content builds trust Conversion: CTAs drive DMs and inquiries Client: Nurture to transaction
Effective CTAs
Weak: "Contact me for more info" Strong: "DM 'HOME' and I'll send you the address"
Weak: "Let me know if you have questions" Strong: "Comment your must-have feature below"
Converting DMs to Clients
Response Speed: Under 5 minutes when possible First Message Template: "Hey [Name]! Thanks for reaching out about [Topic]. [Answer their question]. Quick question — are you actively looking or just starting to explore?"
The Goal: Move from DM to phone call ASAP
Lead Magnets for Social
Offer value in exchange for contact:
- "DM 'GUIDE' for my First-Time Buyer Checklist"
- "DM 'PRICES' for the [Neighborhood] price guide"
- "DM 'SEARCH' and I'll set you up with listings"
Measuring Social Media Success
Metrics That Matter
Vanity Metrics (Know, but don't obsess):
- Follower count
- Likes
Meaningful Metrics:
- Profile visits
- Website clicks
- DMs received
- Saves and shares
- Story engagement
Business Metrics:
- Leads generated
- Showings booked
- Deals closed from social
Monthly Review Questions
- Which content performed best? Why?
- What drove the most profile visits?
- How many leads came from social?
- What should I do more of?
- What should I stop doing?
Common Social Media Mistakes
1. Inconsistency
Posting daily for 2 weeks then disappearing for a month kills momentum. Sustainable consistency beats bursts.
2. All Listings, No Personality
If your feed is just listings, you're forgettable. The personal content is what makes you memorable.
3. Ignoring Comments and DMs
Social media is SOCIAL. Respond to every comment and DM. This is where relationships form.
4. Not Using Video
In 2025, refusing to do video is like refusing to answer phone calls in 2005. It's the dominant format.
5. Overly Polished
Authenticity outperforms perfection. Your iPhone video will often outperform professional production if it feels real.
Your 30-Day Social Media Kickstart
Week 1: Foundation
- Optimize all profiles
- Set up content creation tools
- Create first batch of content
- Post daily, engage with others
Week 2: Consistency
- Maintain daily posting
- Try 3 different content formats
- Identify what resonates
- Respond to all engagement
Week 3: Acceleration
- Double down on what works
- Add stories strategy
- Start using AI video tools
- Engage in communities
Week 4: Optimization
- Review analytics
- Adjust content strategy
- Develop lead magnet
- Plan next month
Tools Summary
Essential Stack
Video: RealStateVideo — AI listing videos Design: Canva — Graphics and carousels Scheduling: Later or Meta Business Suite Writing: ChatGPT — Captions and scripts
Optional Upgrades
Editing: CapCut or InShot Analytics: Metricool or Sprout Social Link-in-Bio: Stan Store or Linktree Hashtags: Flick or Display Purposes
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