Buyers and sellers often search Instagram, TikTok, and YouTube before they ever call an agent, making social media their first impression of you. The challenge is knowing where to focus your time.
With myriad platforms and constantly changing trends, it’s easy to spread yourself too thin. This guide explores six key platforms for real estate social media in 2025, showing you how to choose the right channels based on your skills, interests, and audience, create authentic content, and leverage AI and emerging tech to grow your business and close more deals.
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What’s happening in social media real estate marketing in 2025
Real estate has always been about relationships, but the way those relationships form has changed. Today’s buyers and sellers are digital-first, meaning they often meet you and your brand online before they meet you in person.
Consider these trends shaping the 2025 landscape:
- Short-form video dominates. TikTok, Instagram Reels, and YouTube Shorts drive unprecedented engagement, especially when content is raw, authentic, and filmed vertically.
- Social media doubles as a search engine. Younger demographics increasingly use social apps to search for neighborhoods, agents, and real estate tips instead of relying on Google.
- Authenticity beats polish. Viewers prefer “real” over perfect. A simple iPhone video showing behind-the-scenes moments can outperform a slickly produced property tour.
- AR and virtual experiences are on the rise. Augmented reality filters, interactive virtual tours, and live-streamed open houses are fast becoming must-haves for serious marketers.
- AI is no longer optional. From automated captions to predictive analytics, AI tools help agents work smarter, not harder.
Luxury Presence clients have embraced these trends to achieve remarkable results. In 2024, our clients’ sales volume grew 17% year-over-year, nearly double the growth rate of other agents operating in the same markets. By leveraging cutting-edge digital strategies, these agents are outpacing competitors and closing more deals.
How to choose the right real estate social media platform for you
Trying to be everywhere at once leads to burnout and inconsistent posting. The most successful real estate professionals focus on a select handful of platforms where they can maintain consistent, high-quality content and connect meaningfully with their target audience.
Here are key questions to consider that will help you decide where to focus your efforts:
- Who is my audience?
- Where do my ideal clients spend their time online?
- Am I trying to reach first-time buyers, downsizers, luxury sellers, investors, or other agents (referral network)?
- What kind of content do I create best (or want to create)?
- Do I enjoy being on video?
- Am I better at writing thoughtful, professional content?
- Do I have strong visuals of properties, neighborhoods, or lifestyle?
- What aspects of my brand and business do I want to highlight?
- Authority and expertise
- Relatability and approachability
- Luxury and lifestyle branding
- What resources do I have?
- Do I have time to create frequent, short-form content?
- Do I have the budget for polished video and editing?
- Do I need something simple and easy to manage as a solo agent?
- What is my long-term goal of social media marketing?
- Build a recognizable personal brand beyond my local market?
- Dominate my local community and sphere of influence?
- Target and attract high-net-worth or luxury clients?
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Facebook: Community engagement and hyper-local targeting
Facebook remains a vital tool for many real estate professionals, particularly in suburban and luxury markets where homeowners and families are highly active. If your goal is to stay connected with your sphere, reach local homeowners, and promote listings or open houses, Facebook is the right platform for you.
Why it matters in 2025:
- Despite competition from newer platforms, Facebook’s group features and ad targeting make it a hub for hyper-local marketing.
- Neighborhood groups are powerful spaces to connect with potential clients organically.
- Live streaming allows for virtual open houses and real-time engagement.
Traditional audience:
Primarily attracts homeowners and established families, often ages 30–60. It’s ideal for reaching local communities, past clients, and prospects looking for neighborhood updates and real estate services.
Ideal content:
- Hosting live Q&A sessions about the local market.
- Running ads targeting buyers in specific zip codes.
- Building a branded group for past clients and referrals.
- Engaging with local groups.
Pros:
- Deep, localized ad targeting.
- Multiple content types: live video, carousels, events, and polls.
- Strong community-building opportunities.
Cons:
- Organic reach continues to decline.
- Requires paid ads for consistent visibility.
Getting started with Facebook marketing
Start by creating a dedicated business page with professional branding, complete contact info, and a clear call-to-action button.
Post consistently: mix listings, market updates, home tips, and community content three times per week. Use engaging formats like videos, carousels, and client success stories to build trust.
Run targeted ads to reach your ideal audience by location, demographics, and interests. Begin with a small budget, track performance, and scale what works.
Join local Facebook groups to engage authentically, answer questions, and position yourself as a community resource, without hard selling.
Finally, monitor analytics monthly to see what content drives results and adjust your strategy for continued growth.
Instagram: Visual storytelling and lifestyle marketing
View this profile on Instagram
Instagram continues to dominate for lifestyle-driven content, making it essential for agents who specialize in luxury listings or want to establish a polished brand. If your goal is to showcase stunning visuals, build your brand personality, and engage younger buyers, Instagram is ideal.
Why it matters in 2025:
- Instagram has evolved into a discovery platform, with users searching hashtags and geotags for neighborhood insights.
- Carousels are regaining popularity, offering multi-frame storytelling.
- Reels remain a top driver of engagement, especially when content feels authentic.
Traditional audience:
Popular among younger homebuyers and visually driven audiences, typically ages 25–45.
Ideal content:
- Professional photography for luxury listings.
- Hyper-local topics like restaurant spotlights or neighborhood events.
- Branded Reels with trending audio for increased reach.
Pros:
- Strong visual appeal and high engagement potential.
- Built-in e-commerce and advertising tools.
- Perfect for lifestyle branding.
Cons:
- Requires consistent, curated visuals.
- Algorithm changes can disrupt reach.
Getting started with Instagram
Start with a professional profile; use a clear headshot, branded bio, and a link to your website or listings.
Post consistently with high-quality photos, Reels, and Stories. Mix content like property tours, market tips, behind-the-scenes moments, and local highlights to engage followers.
Use strategic hashtags and geotags to increase reach. Keep captions concise but informative, with a call to action such as “Schedule a tour” or “DM for details.”
Engage daily by replying to comments and messages, and interact with local accounts to grow your network organically.
Track Insights to see which posts drive the most engagement, then refine your content strategy for better results.
LinkedIn: Building authority and referral networks
LinkedIn isn’t just for job seekers. For real estate professionals, it’s a powerful platform for establishing expertise and forging referral relationships. If your goal is to build professional networks and establish thought leadership, LinkedIn is your best platform.
Why it matters in 2025:
- LinkedIn’s audience includes developers, investors, and other professionals seeking trusted partners.
- Its algorithm favors thoughtful, educational content over self-promotion.
Traditional audience:
Targets professionals and referral partners, such as mortgage brokers, investors, and business owners.
Ideal content:
- Publishing in-depth market analyses or quarterly reports.
- Networking with other agents for relocation referrals.
- Sharing client success stories with data-backed results.
Pros:
- Strengthens credibility and trust.
- Builds B2B referral pipelines.
- Organic reach remains strong for professional content.
Cons:
- Less direct consumer engagement.
- Requires professional, polished messaging.
Getting started with LinkedIn marketing
Set up a polished profile with a professional headshot, branded banner, compelling headline, and complete experience section.
Post value-driven content like market insights, educational tips, client success stories, and local industry news. Mix short updates with longer-form posts or articles to demonstrate expertise.
Engage by commenting on posts, joining relevant groups, and connecting with local professionals such as mortgage brokers, builders, and business owners.
Use LinkedIn’s search tools to identify leads and send thoughtful, personalized connection requests instead of generic messages.
Track analytics to see which posts and connections generate the most engagement, and refine your strategy over time.
TikTok: Authentic, high-reach video marketing
@aarongrushowhomes Ever see a shark aquarium in a house?! #shark #fish #fishtank #aquarium #house #mansion #luxury #amazing #beautiful #fyp ♬ Can We Kiss Forever? – Kina
TikTok’s growth shows no signs of slowing, and in 2025, it’s one of the most influential platforms for connecting with younger buyers. If your goal is to connect with first-time buyers, grow awareness through fun, relatable content, and showcase your personality, TikTok is a strong option.
Why it matters in 2025:
- TikTok doubles as a search engine for real estate education and neighborhood insights.
- Short, authentic videos can reach massive audiences organically.
Traditional audience:
Draws younger, highly engaged audiences, often ages 18–35.
Ideal content:
- Explaining market trends in 30 seconds or less.
- Quick home tour teasers that drive viewers to your website.
- Myth-busting videos that build trust with buyers.
Pros:
- Exceptional organic reach potential.
- Creative and fun content opportunities.
- Low-cost marketing compared to other platforms.
Cons:
- Requires frequent posting and trend awareness.
- May not appeal to older demographics.
Getting started with TikTok marketing
Create a professional account with a clear headshot, branded bio, and link to your website or listings.
Post authentic, creative content like quick property tours, before-and-after transformations, homeownership tips, and behind-the-scenes moments. Aim for vertical videos under 60 seconds with strong hooks in the first 3 seconds.
Use trending sounds, hashtags, and challenges to boost visibility while staying true to your brand.
Engage by replying to comments and interacting with other local creators to grow your audience organically.
Track TikTok Analytics to see which videos perform best, then refine your content strategy for maximum reach and leads.
YouTube: Evergreen SEO powerhouse
YouTube is perfect for long-form content and search-driven discovery. In 2025, it’s more powerful than ever for showcasing expertise. If your goal is to educate buyers and sellers, share in-depth property tours, and position yourself as a trusted market expert, YouTube is a perfect fit.
Why it matters in 2025:
- YouTube videos often appear in Google search results.
- Long-form content builds trust and positions you as a local authority.
Traditional audience:
Appeals to a wide range of demographics, with users actively searching for educational and in-depth content. Great for buyers and sellers doing research, such as first-time homebuyers or relocation clients.
Ideal content:
- Neighborhood guides and relocation content.
- Buyer and seller education series.
- Detailed luxury home tours.
Pros:
- Strong SEO and long-term visibility.
- Ideal for complex, educational content.
- Videos can be repurposed across other platforms.
Cons:
- Higher production effort required.
- Slower initial growth compared to TikTok.
Getting started with YouTube marketing
Create a branded channel with a professional banner, logo, and complete profile details.
Post high-quality video tours, neighborhood spotlights, market updates, and educational content like buying or selling tips. Aim for clear audio, good lighting, and professional editing for a polished look.
Use search-friendly titles and descriptions with relevant keywords to improve visibility. Include links to your website and contact info in every video.
Organize content into playlists (e.g., “Luxury Home Tours” or “Market Insights”) to make navigation easy and keep viewers engaged.
Engage viewers by responding to comments and encouraging subscriptions. Track YouTube Analytics to see which videos drive the most views and leads, then adjust your strategy.
X: Real-time conversations and media networking
While X isn’t a direct lead generator, it’s valuable for staying informed and connecting with industry leaders. If your goal is to share quick updates, stay on top of market news, and engage in local or industry conversations in real time, X is the right choice.
Why it matters in 2025:
- X remains a go-to source for breaking news and real-time discussions.
- Journalists and influencers often scout the platform for expert voices.
Traditional audience:
Engages professionals, local news followers, and industry insiders who want real-time updates and quick insights.
Ideal content:
- Sharing quick market updates or commentary.
- Networking with reporters and thought leaders.
- Engaging in industry-related conversations.
Pros:
- Cost-effective.
- Quick, easy updates.
- Strong for media visibility.
- Great for professional networking.
Cons:
- Lower ROI for lead generation.
- Requires frequent posting.
Getting started with X marketing
Set up a professional profile with a clean headshot, branded banner, and clear bio including location and contact link.
Post short, timely content like market updates, new listings, open house announcements, and local news. Mix in quick tips and relevant industry insights to position yourself as a knowledgeable resource.
Use local hashtags and trending topics to boost visibility. Keep posts clear and concise, with a direct call to action when appropriate.
Engage by replying to comments, reposting from local businesses or clients, and joining conversations to grow your reach organically.
Review analytics regularly to see which posts drive engagement and refine your approach.
Is AI is transforming social media marketing
Artificial intelligence (AI) has moved from a futuristic concept to an everyday tool that’s transforming how real estate professionals work. In 2025, AI isn’t just about automation, it’s also about smarter decision-making, personalization, and scale.
Managing social media and digital marketing across multiple platforms can be overwhelming for even the most experienced agents. That’s why Luxury Presence has introduced the industry’s first fully autonomous AI marketing team, a groundbreaking suite of tools designed to help real estate professionals grow their businesses while spending less time on repetitive tasks.
Our AI Ads Specialist automatically builds, optimizes, and manages your ad campaigns across platforms like Facebook, Instagram, and Google. It identifies the most effective audiences, crafts compelling ad copy, and adjusts campaigns in real time to maximize your return on investment, without requiring you to lift a finger.
AI Marketing Specialists
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Your perfect social media match and Luxury Presence
The social media landscape in 2025 is fast-moving, complex, and full of opportunity. Success requires authenticity, strategic planning, and the smart use of technology.
Luxury Presence works with over 32% of the top agents and teams listed in the RealTrends + Tom Ferry report, helping them build cohesive, multi-platform strategies. Our clients averaged $24 million in annual sales volume last year, nearly 10 times the industry average.
Partner with Luxury Presence and harness the power of cutting-edge tools, expert strategy, and AI-driven solutions to grow your business.
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Agents using Luxury Presence grew sales nearly 2x faster than their peers, increased sold listings by 6%, and closed over $300B in transactions. Ready to grow your business? Let us show you how.
