As the real estate industry continues to evolve, social media has become a vital tool for agents looking to connect with clients, build their brands, and stay competitive. In 2025, platforms like Instagram, TikTok, and LinkedIn are not just a part of the marketing mix—they are essential to success. This digital shift reflects broader changes in consumer behavior and the need for agents to engage with potential buyers and sellers in more innovative, accessible ways.
In this article, we explore how real estate professionals are using social media to grow their businesses and stay ahead in a fast-changing landscape.
The Rise of Social Media in Real Estate: A Game Changer
In the past, real estate agents leaned heavily on traditional advertising methods such as print ads, cold calls, and direct mail campaigns. But in the past decade, social media has completely transformed the way agents interact with clients. Today, platforms like Instagram, TikTok, and LinkedIn give real estate professionals the power to market properties, share insights, and build personal connections with both local and global audiences.
Real estate agents now regularly post property listings, share market tips, and offer behind-the-scenes glimpses of their daily work. More importantly, social media allows agents to showcase their personalities, build trust, and position themselves as local experts.
Take Sarah Lawrence, a real estate agent in Los Angeles, who has witnessed firsthand the impact of social media on her business. “Social media isn’t just a way to showcase listings,” she said. “It’s how we build relationships. People trust you more when they feel like they know you on a personal level.”
Instagram: Visual Appeal and Connection
Instagram has quickly become one of the most powerful tools in a real estate agent’s arsenal. The platform’s focus on visual content, including photos, stories, and reels, makes it perfect for showcasing properties, especially when the market relies heavily on first impressions.
According to the National Association of Realtors (NAR) 2024 Real Estate in a Digital Age Report, Instagram is the most used platform among real estate agents, with over 80% of agents reporting that they use it to promote their listings. The platform’s visual format, along with its powerful features like direct messaging and location tagging, allows agents to engage seamlessly with their audience, whether they’re looking for luxury homes or first-time buyer tips (National Association of Realtors, “Real Estate in a Digital Age,” 2024).
John Miller, an agent based in Miami, has found Instagram to be instrumental in growing his real estate business. He regularly posts high-quality photos and video tours of luxury properties, which has helped him reach a much wider audience. “It’s not just about showing a house,” Miller explained. “It’s about telling a story. People want to see how a space feels, and Instagram’s video capabilities allow me to do just that.”
TikTok: Engaging a Younger Audience
While Instagram remains a dominant force, TikTok has emerged as a powerful platform for reaching younger buyers. The app’s viral content, short-form videos, and creative algorithm make it a goldmine for real estate agents targeting Millennials and Gen Z.
A 2024 NAR report found that 37% of Millennial and Gen Z homebuyers discovered their homes through TikTok, a trend that has only grown in 2025 as more agents turn to the platform for marketing (National Association of Realtors, “TikTok and Real Estate,” 2024). TikTok’s ability to quickly generate viral content has been a game-changer for many agents looking to engage younger, tech-savvy buyers.
Kimberly Hayes, a real estate agent in Dallas, has gained over 100,000 followers on TikTok by blending humor with property tours, renovation advice, and real estate tips. Hayes’ TikTok videos often feature trending sounds and memes, providing entertainment while offering valuable insights into the real estate process.
“People don’t just want to see properties; they want to feel like they’re part of the journey,” Hayes said. “TikTok allows me to be real with my audience while still offering them helpful information. It’s a great way to connect with younger buyers in a way that’s not stuffy or formal.”
LinkedIn: Building Professional Credibility
While Instagram and TikTok shine for personal branding and showcasing listings, LinkedIn remains the go-to platform for building professional credibility. It’s an ideal space for agents to connect with colleagues, mortgage brokers, developers, and potential clients, especially in the luxury and commercial real estate sectors.
Robert Harris, a commercial real estate agent in New York City, is a prime example of how LinkedIn can be used to position oneself as an expert. Harris regularly posts articles about market trends, investment opportunities, and tips for navigating complex real estate deals. This thought leadership has helped him build connections with investors and business owners who rely on his expertise.
“LinkedIn is about showing you know your stuff,” Harris said. “It’s not about flashy posts or gimmicks; it’s about offering valuable insights. When you can do that, people trust you with their business.”
Social Media and Client Relationships: Beyond the Sale
In 2025, real estate agents are leveraging social media not just for attracting new clients but also for maintaining long-term relationships with past clients. Staying top-of-mind is crucial in an industry driven by referrals, and platforms like Facebook, Instagram, and LinkedIn allow agents to continue providing value long after a transaction is completed.
Rachel Gomez, an agent in Austin, Texas, regularly checks in with clients on Instagram and Facebook, offering helpful home maintenance tips, local event recommendations, and market updates. “Even after we close a deal, my clients still reach out to me for advice on things like property taxes or renovation projects,” she said. “Social media allows me to maintain a relationship with them that goes beyond just buying or selling a home.”
This ongoing engagement is crucial for agents looking to secure future referrals. By staying connected and offering valuable content, agents can continue to build trust with clients, ensuring they come back for future real estate needs.
Challenges and Pitfalls of Social Media for Real Estate Agents
Despite its many benefits, social media also presents a host of challenges. For one, managing multiple social media accounts can be overwhelming, especially for agents who already have busy schedules filled with property showings, client meetings, and paperwork.
Additionally, creating content consistently can lead to burnout. The pressure to stay “on” all the time—constantly posting, responding to messages, and keeping up with trends—can be mentally exhausting. Not to mention, there’s no guarantee that every post will go viral or generate significant business.
Sarah Lawrence noted, “Social media isn’t a magic bullet. It requires consistent effort, and results take time. You have to engage with your audience authentically and post content that’s relevant to their needs.”
Conclusion: The Future of Real Estate and Social Media
As we move further into 2025, it’s clear that social media is no longer optional for real estate agents—it’s a necessity. Platforms like Instagram, TikTok, and LinkedIn have transformed how agents market properties, engage with clients, and build long-term relationships. Those who embrace these digital tools are well-positioned to thrive in an increasingly competitive and tech-savvy real estate market.
For real estate professionals, mastering social media is key to staying ahead of the curve. Whether you’re a seasoned agent or just starting out, harnessing the power of social media will be crucial in shaping the future of real estate.
by: Gregory Chen