Property Marketing Has Moved to Social Media: Here’s How to Get It Right

Insights from our Senior Marketing Manager for Social Media, Aaron Grushow

When I started filming property tours as a real estate agent, I was trying to figure out one thing: what actually makes someone stop scrolling. I had access to a range of listings, from luxury homes to properties with unique features, and I used that as an opportunity to test different approaches.

One video, featuring a West Hollywood home with an open-air shark tank aquarium, ended up reaching 58 million views. That experience shaped how I think about attention.

Now, at Luxury Presence, I spend my time focused on social media strategy every day, and the gap between what works and what most agents are doing is still wide. The standard listing post with a cover photo, a price tag, and a short caption isn’t cutting it.

So, here’s what I’ve learned about marketing properties on social media, and how you can apply it in a way that actually drives results for your business.

Start with the story

Think about your audience, the person most likely to buy the home, and decide what would stand out to them. What would they notice first? What would make them pause for a second longer than everything else in their feed?

Once you have that clarity, the content becomes much easier to shape. You are giving context to the property and helping someone understand why it matters.

One of the agents I look to as a model for this is Shannon Gillette, who leads one of the top-producing teams in Arizona and has built a consistent marketing system around her listings.

She approaches every property with a clear narrative in mind, and that shows up in how her team creates content.

She scripts listing videos as if the buyer is completely new to the area, walking through the home, the neighborhood, and the lifestyle in a way that feels specific and easy to follow. As she said to a colleague, “storytelling is important because watching a well-produced video of a home for sale is a much different experience than scrolling through photos.”

She also asks the sellers questions that tend to surface details most agents never include. What do you love about living here? What does your routine look like? Those answers usually uncover moments that buyers connect with right away.

Instead of opening your video with square footage and price, start with something the buyer can immediately visualize. That could be the rooftop view at night, the way the kitchen opens into the main living space when you’re hosting, or a quiet office setup with natural light where someone could actually work.

What stands out to me is that Gillette applies that same level of thought to every listing. The approach stays consistent, and that consistency is a big part of why it works.

Video is where the opportunity is

Video plays a central role in how buyers experience a listing today, and there is still a window of opportunity for agents who are willing to lean into it.

At the same time, it’s easy to overthink how it needs to be done. Early on, I spent a lot of time producing highly edited videos, assuming that more effort would lead to stronger performance. In a lot of cases, it didn’t.

Some of the videos that performed best were the ones that felt the most natural. They were clear, direct, and easy to follow. They showed something interesting right away and gave people a reason to keep watching.

That changed how I approached content. The focus shifted toward creating something that connects quickly and holds attention, even if it’s simple.

Instead of defaulting to a standard property montage, think about how the format of your video can support the story you’re trying to tell.

That could be a full walkthrough, a voiceover that guides someone through the space, or a format where you’re on camera moving through the home. Each approach gives you a different way to shape the narrative.

What matters is choosing a format that helps you highlight what makes the home stand out and makes it easier for someone to connect with it.

Think in systems, not posts

One of the biggest shifts I see with agents who are getting consistent results is how they approach content overall. What starts to happen is they think in systems, where each listing creates multiple pieces of content instead of just one post.

A single property can support a longer-form video, shorter clips, and supporting posts that reinforce the story across different platforms. Each piece plays a role, and together they extend the reach of that listing.

Shannon Gillette is a pro at this. She creates a full video for every listing, then builds additional content around it and supports it with targeted promotion. The intention is to make sure the right audience actually sees it.

Take that property tour you recorded and create a full YouTube video walking through the home and neighborhood, three short clips for Instagram and/or TikTok, each focused on a specific feature or moment, a quick talking-head video explaining who the home is perfect for, and a story series showing behind-the-scenes moments like staging or prep.

This sounds like a lot, but tools like CapCut and Edits have made editing accessible enough that anyone with a phone can produce a clean, engaging video.

The content itself matters, and the way it is distributed plays just as important a role in how far it goes.

Make it easy to take the next step

Once your content starts to generate attention, the next step is making sure that attention leads somewhere.

Take a look at your profile and what happens after someone lands on it. Is it clear who you work with? Is there a natural next step for someone who is interested?

If you’re creating content around a specific neighborhood or buyer, the call to action should line up with that. Someone shouldn’t have to think about what to do next.

What this looks like in practice is pretty straightforward. If you’re talking about a specific neighborhood, send people a neighborhood guide. If the content is geared toward first-time buyers, point them to a buyer guide. If it’s a listing, give them a way to reach out for similar homes in that area.

A lot of agents do the hard part, which is getting someone interested, and then stop there. The next step isn’t always clear, and that’s where you lose people.

Communication is what makes it stick

Content is what brings attention to a listing, and what you do with that attention matters just as much.

One of the things I’ve taken from Gillette’s approach is how closely she ties her marketing back to the seller experience. She’s talked about how many sellers feel like they have no insight into what’s happening once their home goes live, even when there is marketing behind the scenes.

Her team solves that by making the marketing visible. Sellers can see how their property is performing, where it’s being promoted, and what kind of attention it’s getting.

This means keeping your sellers connected to the marketing itself. That can be as simple as sending a weekly update on how your listing content is performing, sharing where the property is actually showing up, whether that’s social, ads, or video, and talking them through what you’re adjusting and why so they understand how you’re trying to improve results.

When sellers can actually see the strategy in action, it changes how they experience the process. They feel informed, they feel confident in what you’re doing, and that’s what turns one transaction into repeat business and referrals.

The shift is already happening

The agents who are seeing results in their social media property marketing are the ones who are intentional about how they show up. They have a clear sense of who they are speaking to, they focus on telling better stories, and they stay consistent over time.

You don’t need to overcomplicate it. Pay attention to what captures your own attention, apply those patterns in a way that feels natural to you, and keep refining as you go.

Over time, that consistency builds familiarity and trust. When someone is ready to make a move, you are already top of mind.