Social Media

Man sitting at a desk and holding a cell phone with a laptop in the background

Social Media

Busakorn Pongparnit / Moment / Getty Images

Quick Takeaways

Make sure you choose the platform that is right for you! There will always be a new “trendy” platform, but the best platform is the one that reaches the most of your clients. There is no need to throw yourself into Tik-Tok if most of your clients use Facebook!
Don’t go into social media without a goal. Your content should be trying to accomplish something, whether it’s gaining new clients, promoting properties, or simply networking. Set out what you hope to accomplish and go from there!
These days, video is everything. From Tik Tok to Instagram Reels, utilize this visual medium to really give your clients an inside view into both your world and their possible future home!

Source: 8 Steps to Build (or Rebuild) Your Social Media Presence (REALTOR® Magazine, Jun. 27, 2022)

Social Media is almost completely integrated into all aspects of our lives now, but there are many ways to keep your social media professional while still allowing clients a glimpse into your brand and business. You can use social media as a tool to network, grow your client base, sell a specific property, and much more! Get creative and the results will come!

Keeping your social media private and safe is of utmost importance, both in your personal and professional life. Make sure to always use unique passwords, two-factor authentication, and familiarize yourself with the privacy settings of each site.

Facebook is still a favorite among REALTORS® and their clientele. It is very easy to create a separate page for your business, and scheduling posts and purchasing ad space can all be done through the Meta Business portal.

Instagram is still an extremely popular app, and Reels – short videos set to music, like Tik Tok, is the new star. Stories are also a great way to promote your business and inventory, as they only stay on your page for 24 hours.

While Pinterest serves a very different function than other forms of social media, it can still be extremely useful in real estate. It serves as more of an inspiration board and gathering place than a selling tool, but can also give clients a taste of your brand, interests, and successes!

Snapchat is perhaps the least popular of the social media platforms, but it certainly has a use for business. Snapchat stories allow REALTORS® to post quick snippets of open houses or market thoughts, and though there are less users, the engagement rate of those users is very high!

Tik Tok is arguably the new social media star, with its creative videos set to sounds taking over the social media world. Real estate and interior design have huge followings on the app, as do some REALTORS®! Tik Tok trends and trending sounds make it easy to get started!

Twitter is another extremely important form of social media with high user engagement. Though it does not have a visual or video component, its strength is the conversations it generates. Vitally important conversations related to real estate, the market, politics, etc. happen on Twitter every day.

See References for more information.

Featured

NAR Mobile App

You’re on top of emails, social media, and daily news. Now, it’s easier to rise to the top with everything you can use to stay in the know on the fly.

Stay Connected

Discover the many ways you can connect with NAR.

Trademark Use on Social Media

Tools to learn about and address complaints of REALTOR® trademark misuse, specifically for usernames on social networks.

NAR Social Media for Associations Guide

Price: $26.95
Member Price: $19.95
Member Savings: $7.00

Buy from the REALTOR® Store

#GetSocialSmart: How to Hone Your Social Media Strategy

Member Price: $24.95

Buy from the REALTOR® Store

How to Rock Your Instagram With Katie Lance (Webinar)

How to Rock Your Instagram Webinar with Katie Lance

Member Price: $29.95

Buy from the REALTOR® Store

References

NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.

Social Media Use for Real Estate Professionals

Back to Basics: Social Media Marketing for Your Brokerage (REALTOR® Magazine, Oct. 29, 2024)

“Your relevance on social media as a brokerage, depends on a plan that’s more robust than simply posting new listings and sold listings or an online welcome for new agents, says social media expert Jenn Herman of Jenn’s Trends in San Diego, Calif. This kind of content, while good at showcasing that your brokerage is full of agents who can get the job done, doesn’t necessarily provide your audience with any value. Instead, focus on creating content that provides useful information to your clients that they can use at any time. Tips for décor, seasonal needs and property maintenance go a long way. You can also focus on local referrals for landscapers, plumbers, cleaners and other home-related needs. Posting useful content on a consistent basis is the first step, but it isn’t enough. Social media is a space for cultivating a community, which means engaging.”

REALTOR® Technology Surveypdf (National Association of REALTORS®, Aug. 8, 2024)

In this survey, “NAR examined REALTORS® current tech usage and their attitudes about the future of real estate technology.” NAR reports that of all tech tools used to get leads, social media gave REALTORS® the highest number of quality leads. 87% use Facebook, 62% use Instagram, 48% use LinkedIn, and 25% use YouTube.

Social Media - Statistics and Facts (Statista, Jul. 16, 2024)

“Social media’s popularity and reach are expanding along with the global digital population. Online platforms, which allow users to access a wide range of information, are a part of everyday life and are continuously changing how people engage with one another globally. In their early years, social media sites were mostly seen as online communities for younger populations, however, people of all ages regularly use such platforms for matters of business, socializing, dating, politics, and daily communication.”

The Complete Guide to Marketing Real Estate on Social Media (Hootsuite, May 9, 2023)

“Social media for real estate is an essential tool for promoting listings, generating leads, and building a long-lasting brand. It also helps agents establish relationships with potential clients, nurture existing ones, and cultivate a network of industry professionals. Still, when it comes to marketing real estate on social media, there are certain strategies and tactics that can maximize the reach of your message. This guide will outline the best practices for using social media as a real estate agent, brokerage, or firm.”

The Playbook: Turbocharging Your Social Media for More Clients and Listings (RISMedia, Nov. 28, 2022)

“You can create compelling and informative soundbites to reach your audience in a timely manner, which is a great way to get noticed. You can interact with your audience multiple times a day in numerous ways. You can show your clients and potential clients the network you have and the thousands of successful transactions you’ve secured. You can position yourself as an expert by explaining specific codes or rules within your area that buyers or sellers may not know. People love to be informed, so be that expert source for them.”

Elevating Your Brand with Social Media (Center for REALTOR® Development, Oct. 19, 2020)

“Social media is a huge part of real estate, especially in today’s climate. Social media is the modern method of communication, and also allows small businesses and individual to have a broad impact.” In this podcast from the Center for REALTOR® Development, Katie Lance, an industry social media expert, “talks about content optimization, some of the heavier aspects of social media, and how we can be intentional with the time we spend on social media.”

Using Privacy & Security Settings

Read the privacy policies of Facebook, Foursquare, Google+, Instagram, LinkedIn, X (formerly Twitter), TikTok

Simple Online Security for Social Media Accounts (Wirecutter, Apr. 22, 2022)

“In the case of most social networks, “private” means keeping your account private from other people, not from the company itself, which may sometimes change how it wants to use the data it collects from your activities. As always, make sure that each of these accounts has a unique password and two-factor authentication enabled.”

A Guide to Social Media and Privacy (Digital Marketing Institute, Aug. 2, 2022)

“As a person responsible for social media accounts you need to avoid sharing fake information or engaging with trolls. Use moderators if you find yourself dealing with malicious comments or posts. You can also use moderation tools or reporting options across social media channels to deal with it.”

Trademarks Use on Social Media (National Association of REALTORS®)

“These resources can help members and associations address complaints about the misuse of the REALTOR® marks on the Internet, specifically for usernames on social media sites such as Twitter and Facebook.”

Facebook for Real Estate Professionals

So many "getting started" guides were written so long ago that most of their info is not relevant anymore. For the basics, visit the help section of Facebook itself.

Facebook for Realtors: How to Set Up Your Page to Get More Leads (The Close, Sep. 4, 2024)

“When you compare it with TikTok and Instagram reels, a real estate Facebook page may feel like a thing from the past. However, Facebook for Realtors is still incredibly important because the platform attracts an audience more likely to buy and sell real estate. Your Facebook page will display your brand more clearly than other platforms, with opportunities to link to your website, display a call to action, and show your headshot, logo, and other marketing materials.”

The Ultimate Guide to Facebook Lead Ads for REALTORS® (REALTORS® Property Resource)

“On the surface Facebook Lead Ads look like every other ad, but when the ad is selected, a form is opened within Facebook that can auto-populate the consumer’s contact information directly into your form. Which means they do less leg work to complete the form, and don’t have to leave Facebook. If we were to compare this ad type with historical lead collection, you’d see it’s really not all that different. Think about what many real estate agents have been doing on their website for years by creating a specific landing page with a special offer. For example, a “What’s my home worth?” bar. And of course, there is a form the consumer can use to submit their request for more information. All that can be done now inside Facebook using Lead Ads.”

Instagram for Real Estate Professionals

28 Instagram Posts that Attract Clients (The Close, Sep. 24, 2024)

“Social media is the go-to method for marketing your real estate business online, and Instagram is proving to be one of the best social media networks for realtors. However, consistently creating good-quality real estate Instagram posts can be challenging. To help you get more ideas, here are 28 unique Instagram real estate post examples and templates.”

Instagram Story Analytics: How to Measure the Metrics that Matter (HootSuite, Jul. 18, 2024)

“Stories disappear after 24 hours. But with a solid understanding of Instagram Story analytics, you can ensure they have lasting impact. With top of the feed placement, links, and interactive stickers, Instagram Stories are a prime channel for brands to drive awareness, traffic, sales, and engagement. Learn how to measure Instagram Stories analytics and which metrics to track so you can optimize Stories to achieve your goals.”

The Ultimate Guide to Instagram Privacy (Comparitech, Sep. 28, 2023)

“Thinking about signing up with Instagram, but worried about your privacy? Have you ever wondered about how much information you’re giving away when you post, or asked if there are better ways to control who can see your information? We all want to enjoy our social networks to connect with family, friends, and followers, but sometimes we have stories we don’t want the entire world to see. Knowing what your privacy options are before signing up can help you feel more comfortable when using the app and enable you to share moments with confidence.”

Pinterest for Real Estate Professionals

13 Powerful Pinterest Real Estate Marketing Ideas from the Pros (The Close, Mar. 14, 2024)

“One of the biggest myths about Pinterest is that it’s just recipes and craft projects, a social media platform for DIYers. It is far from that—Pinterest is a search engine. Pinterest’s own research shows that nearly 90% of pinners use Pinterest at some point to help with their buying decisions. Pinterest can help realtors establish an authoritative voice in the field and a reputation for knowledge and resources, all things that a homebuyer or seller would consider extremely important.”

11 Tips on How to Use Pinterest for Real Estate (Fit Small Business, Nov. 3, 2023)

“According to the National Association of Realtors (NAR), Pinterest is used only by 8% of realtors. However, it can be a valuable tool for building an agent’s brand, promoting evergreen content, and generating traffic to a website and social media pages. Plus, with such a small percentage of agents staying active on the platform, the opportunity to generate traffic is even better. Learning how to use Pinterest for real estate is a relatively simple process, but it’s important to have the right tips and tools to be successful.”

What Makes Pinterest a Powerful Platform for Real Estate Marketing (RIS Media, Oct. 20, 2021)

“With over 450 million active users worldwide, Pinterest is an ideal social platform for real estate professionals. In fact, Pinterest welcomed over 100 million new users to the platform in 2020—a 37% rise from 2019. Pinterest is a very visual social media platform where you can pin images, videos, inspiration and information on boards, directly to your audience. It is also the leading platform for directing traffic to your website.”

Snapchat for Real Estate Professionals

Snapchat for Business: The Ultimate Marketing Guide (HootSuite, Mar. 31, 2022)

“While Facebook, YouTube and Instagram are still seeing significantly more users than Snapchat each month, using Snapchat for business could still be effective way for your brand to reach a new audience…Not sure what Snapchat is? We’ve got a beginner’s guide that will provide you with the basics and walk you through the platform.”

Snapchat Marketing for Real Estate Agents (Medium, Sep. 24, 2021)

“Snapchat is a messaging application where you can share your snaps with your friends. It is very popular for the plethora of filters it offers, Snapchat stories, and geotagging. A common perception prevails that teenagers only use Snapchat. The perception that teenagers abundantly use Snapchat is true as every 6 out of 10 internet users between age 13 to 24 use Snapchat in the US alone. However, Snapchat is becoming popular among adults alike. Therefore, realtors cannot ignore this growing platform of 265 million daily active users globally.”

Snapchat in Real Estate (Missouri REALTORS®, Jan. 31, 2020)

“Most REALTORS® can agree on the importance of Facebook. It’s hugely beneficial to those of us working in the industry. Instagram, Twitter and LinkedIn are also overwhelmingly popular but Snapchat has remained a controversial topic in both the social media and real estate space. Conversations about the platform often dance around the same question - should you be using Snapchat? At first glance, Snapchat may not seem like a natural fit for REALTORS®, however, there are more than 300 million users, 90% of which are between 13 and 24 years old. This isn’t a demographic that is typically buying property, but it does show that Snapchat is a good way to connect with younger people who aren’t using Facebook. It’s also much more casual than other social platforms with posts disappearing after 24 hours. So, at first glance you may think it is difficult to use professionally, however, the causal attitude is what makes it a valuable tool for REALTORS. Here’s how you can use Snapchat for your business.”

Snapchat—Learning the Basics (Snapchat)

Learn and discover all the ways you can use Snapchat—from creating an account to sending and spotlighting snaps.

TikTok for Real Estate Professionals

The Complete Guide to TikTok Analytics: How to Measure Your Success (HootSuite, Sep. 24, 2024)

“How do you evaluate success on TikTok? There are many metrics to look at: follower count, likes, comments, shares. But TikTok analytics go deeper: they allow you to measure weekly and monthly growth, total video play time, information about who is watching, and more…Track the right metrics, and you’ll be able to hone in on the tactics that really work…read to learn which TikTok metrics you should be tracking, where to find them, and how you can use them to your advantage.”

Real-Estate Agents Turn to TikTok and Instagram Reels to Market Properties – and Themselves (The Wall Street Journal, Oct. 19, 2022)

“Property tours have become common on TikTok, Snapchat, YouTube and Instagram, as short-form video exploded in popularity. They received an extra boost when the pandemic made showing apartments and houses in person more difficult, real-estate agents say. Now, new video apps dedicated to real estate are emerging, giving agents another place to promote their properties—and their personal brands.”

Tik Tok for Real Estate Professionals: A Guide to the Basics (realtor.com®, May 18, 2022)

“TikTok is a fun, fast-paced social media app full of dance videos and comedy sketches. But did you know you can use TikTok for lead generation in real estate? If you’ve never been on the social media app, you might not be certain what, exactly, it is or how to use it. This article will give you a starting point for understanding and creating real estate content for TikTok.”

Leveraging TikTok to Build Your Brand (National Association of REALTORS®, May 5, 2022)

“With its broad reach and high activity level, TikTok can be an invaluable marketing tool for real estate professionals, said Heather Haase, an agent with HER, REALTORS®, in Dayton, Ohio, during Tuesday’s session, “Let’s Talk About TikTok: A Hands-on Workshop,” at the REALTORS® Legislative Meetings in Washington, D.C. Haase, who goes by the handle @daytonrealestatedarling(link is external) on TikTok, is an expert on the app that allows users to post and share videos up to 10 minutes in length and add music, backgrounds, and a variety of image-altering filters.”

TikTok for Business (TikTok)

Use this resource guide from TikTok to manage ads, start your first campaign, and read about issues for both small and large businesses on the TikTok for Business Blog.

X (formerly Twitter) for Real Estate Professionals

How to Grow a Real Estate Business with Twitter (Breakcold, Nov. 8, 2023)

“Twitter has become a powerful tool for businesses, including those in the real estate industry. If you're looking to expand your reach and grow your real estate business, understanding Twitter's role is essential. In this article, we will explore the impact of Twitter on business growth, how to set up a professional Twitter profile, strategies for building your audience, creating engaging content, and using Twitter for networking and building relationships.”

Twitter for Real Estate Agents: 11 Ways to Use Twitter to Grow Your Real Estate Business (Agent Wealth Hustle, Mar. 1, 2022)

“Twitter can be a powerful tool for real estate agents looking to grow their businesses. It’s a great way to voice opinions, network, and build relationships. In fact, there are over 290 million active users using the social media platform every month around the world. That’s a lot of potential connections! But how can you use this tool to your advantage?”

eBooks & Other Resources

eBooks.realtor.org

The following eBooks and digital audiobooks are available to NAR members:

Auditing Social Media: A Governance and Risk Guide (eBook)

Build Your Brand with Pinterest (eBook)

Facebook for Dummies (eBook)

Facebook Marketing (Audiobook)

Influenced: The Impact of Social Media on Our Perception (eBook)

Instagram For Business For Dummies (eBook)

Instagram for Dummies (eBook)

Instagram Marketing (Audiobook)

LinkedIn for Dummies® (eBook)

The Magic of Digital Marketing: Tips for Real Estate Agents (eBook)

Social Media Marketing: A Guide to Growing Your Brand with Social Media (eBook)

Social Media Success for Brands – Strategies to Grow Your Audience and Increase Sales (eBook)

TikTok for Dummies (eBook)

The Truth About Facebook—How to Use Facebook for Marketing and Advertising, and Much More—The Facts You Should Know (eBook)

Twitter for Dummies (eBook)

Pinterest Marketing for Dummies (eBook)

Twitter for Dummies (Audiobook, eBook)

New titles are being added all the time. Do your own search in the eBook Collection. Try 'social media' as a term in the 'search eBook Collection' box.

Have an idea for a real estate topic? Send us your suggestions.

The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.