TL;DR

Stay authentic and visual. Use smart hashtags, video, scheduling tools, and automation. Focus on quality over quantity, mix content types, and embrace trends like AR, UGC, and community-building.

Why Social Media Matters for Real Estate Professionals

Social media is essential for generating leads, engaging audiences, and establishing thought‑leadership. Listings with compelling imagery and videos perform significantly better. Plus, 88% of home buyers still prefer virtual tours even after the pandemic.

Key Tips to Elevate Your Real Estate Social Media Strategy

1. Visual Appeal

  • Use professional listing photos.

  • Design consistently using templates.

  • If budget is tight, use royalty‑free images (e.g., Dreamstime, Pexels).

2. Agent‑Driven Content

  • Authentic voice: Let agents speak in their own tone.

  • Useful and engaging: Provide value and keep it simple.

  • Trust first, sell later.

3. Smart Hashtag Use

  • Research relevant tags: General (#RealEstate), niche (#BeachHomes), trending, and location-specific.

  • Use only 3–5 hashtags: More can look spammy.

4. Leverage Paid Ads

  • Use display, video, carousel, and story ads for broader reach.

  • Set clear goals, optimize via A/B testing, and tailor audience targeting.

5. Incorporate Video Content

  • Go live, share pre-recorded tours, podcasts, or Q&As.

  • Answer questions, highlight success stories, feature your team, and spotlight happy clients.

6. Run Social Media Contests

  • Use polls, quizzes, “vote your favorite,” or giveaways.

  • Offer property evaluations or partner incentives to spark engagement.

7. Use Marketing Automation

  • Tools like Xara streamline scheduling and branding.

  • Implement via: import brand assets, customize templates, train agents, and create a feedback loop.

  • Stats: automation boosts lead engagement and quantity significantly.

8. Build a Social Media Calendar

  1. Use AI‑driven tools to plan content.

  2. Analyze platform analytics for best posting times.

  3. Rotate between three content pillars: promotional, educational, trend-driven.

  4. Schedule using tools like SocialBee, Buffer—or post directly from Xara.

9. Choose Platforms Wisely

  • Prioritize where your clients are: examples—Facebook (used by ~67% of agents), Instagram, LinkedIn, WhatsApp Business, TikTok.

  • Avoid overextending to platforms where your audience isn’t active.

10. Balance Content Pillars

  • Trendy: Stay current with features, neighborhoods, or design trends.

  • Promotional: Highlight listings, deals, open houses.

  • Educational: Share market insights, how‑tos, and real estate guidance.

Dos & Don’ts at a Glance

Dos:

  • Showcase your human side.

  • Maintain a consistent brand across platforms.

  • Engage actively and promptly.

  • Share informative, helpful content.

Don’ts:

  • Ignore privacy regulations.

  • Delete criticism—handle negativity professionally.

  • Overwhelm with sales content.

  • Use one‑size‑fits‑all approaches across platforms.

  • Be inconsistent in posting.

  • Short‑form video, live tours, and immersive visuals dominate.

  • AR/VR property experiences are growing.

  • Niche communities (e.g., eco‑homes, luxury properties) are effective.

  • Sustainability content resonates.

  • User‑generated content (UGC) enhances engagement.

  • Interactive features like polls and shoppable posts are rising.

  • Podcasts can boost credibility and connection.

  • AI tools help—but don’t replace human creativity and strategy.

Next Steps

After reading:

  • Browse Xara’s real estate templates.

  • Customize using OpenAI tools for better text.

  • Download, post, or schedule your designs easily.

Q&A

Q: What’s the best format for real estate social media posts?
A: Aim for visually compelling posts—use high‑quality images or templates and concise, authentic captions.

Q: How many hashtags should I include?
A: Use 3–5 carefully chosen hashtags—too many can harm visibility and seem spammy.

Q: What kind of content should I post?
A: Mix three pillars: trend‑based posts, listing promotions, and educational insights—this strategy builds trust and engagement.

Q: How can I save time creating content?
A: Use automation and scheduling via tools like Xara, Buffer, or SocialBee; import brand assets, customize, train your team, and monitor feedback.

 

Create your social media materials with Xara for free

 

Ethan Ives