Real estate social media marketing is more important than ever. Agents who thrive on social media get more leads, close more deals, and make more money. However, most agents still struggle with social media. According to our agents’ survey, 82% of working Realtors think they need to improve their social media presence. 

To help you become one of the 18% who are excelling on social media this year, we worked with 10 top-producing agents and our coaching team from The Close Pro to put together this list of the best real estate social media marketing tips for 2022.

1. Switch Up Your Location Tags on Instagram

Eric Simon aka The Broke Agent | IG, @thebrokeagent

“Switching up your location tags on Instagram is a quick and easy way to get in front of more people and boost engagement. So instead of just tagging your farm area as your location on every single post, try tagging different neighborhoods, businesses, coffee shops, gyms, or even more general locations like your city or state.

“Just remember that you don’t need to be in that specific location to tag it, but your tags should at least make sense. So don’t tag the country club as your location to look cool in a Story about your open house.”

Related Article
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2. Get a Boost From the Pros to Supercharge Your Real Estate Social Media Marketing

Becky Brooks, Digital Marketing Manager, The Close | IG, @theclosedotcom

“Most agents I talk to have two major pain points marketing themselves on social media: consistency and creating unique content for their audience. If this sounds like you, consider using a social media marketing company like Coffee & Contracts.

Each month, Coffee & Contracts sends you a content calendar filled with fresh new content to post on Facebook and Instagram—that means no more guessing about what to post every day. You also won’t find any generic “content” here. Every template on Coffee & Contracts is created by Florida Realtor Haley Ingram and her team of professional graphic designers and animators. They even include templates for Stories, scripts for viral Reels, and captions to build engagement.”

Visit Coffee & Contracts

3. Focus on Variety & Be Your Authentic Self on Instagram

Yawar Charlie, Aaron Kirman Group at Compass IG, @yawarcharlie

“Social media marketing regarding real estate is something that I’ve been focusing heavily on. I’ve learned from some of the most successful real estate agents that you need variety to have a good Instagram account. They don’t hit anybody over the head with listing after listing or boring real estate facts. It’s a very balanced page between life, interests, and real estate. All the posts are very tasteful and give the viewer insight as to who that real estate agent is as a person.

“Balance it with good real estate photos and tips, as well as behind-the-scenes videos of you doing different activities (including staging a house, doing an interview, doing a tour, and so on). The most important factor in all of this is that you have to be your authentic self in your posts.”

4. Learn the Best Times to Post on Different Social Media Platforms

The Close Pro Coaching Team | IG, @theclosedotcom

Even if you have the best content in your city to post on social media, it won’t do you any good unless your audience sees it. This is why learning the best times to post on different social media platforms is so important. Here’s a quick cheat sheet:

best times to post on social media

5. Get a Professional Logo Before You Try to Build Your Brand on Social

Emile L’Eplattenier, Managing Editor, The Close IG, @theclosedotcom

“One of the biggest mistakes new agents and teams make when building their brands on social media is forgetting the basics. If you want to create a successful brand, you’re going to need professional headshots and a professional logo at a minimum. One secret of professional branding is that a great logo doesn’t have to cost thousands of dollars.

A great logo can be very affordable if you use a service like Tailor Brands. They’ve got an easy-to-use logo maker that will help you design something professional in minutes for your website, business cards, and social media accounts.”

Visit Tailor Brands

6. Ask Your Followers Questions to Build Engagement

Gabrielle Show, Estates Agent, Compass | IG, @gabrielleshow

“I find that when I post a listing and ask my followers a question, I will get more engagement and, in turn, more exposure. A million agents are posting photos of a kitchen, but when you ask ‘What would you cook here?’ it allows your followers to picture themselves in that kitchen and living in the home. People want to follow YOU, not just your business. It’s important to mix it up and post lifestyle, family, and friends—and keep it real.

“After I post a photo, I’ll make sure to consistently post to my Story for the rest of that day. The photo you posted will drop further down the timeline after an hour or so while your Story will keep drawing people to your page to see your new post.”

7. Remember The 80/20 Rule When Choosing Platforms to Focus on

The Close Pro Coaching Team | IG, @theclosedotcom

The Pareto principle, also known as the 80/20 rule, is the simple but powerful idea that eighty percent of your results will come from twenty percent of your efforts. If you look at your lead generation, advertising, marketing, or even your personal relationships, chances are you’ll find the Pareto principle at work.

So keep the Pareto principle in mind when choosing which social media networks to spend your precious time and resources on. To help you choose which platforms will give you the best ROI, check out Close Pro coach Chris Linsell’s in-depth guide to social media networks here:

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8. Focus on E.A.T.

Erica Langendorff, Founder & President, ELR PR, Linkedin

Engagement: Reply to comments on your posts. Get your followers to engage by asking them questions like, ‘White Marble or Black Granite?’ Hearing from your followers helps you better understand what content to post in the future.

Authenticity: It’s not just about pretty pictures. Strike a balance between polished, beautiful photography and the gritty behind-the-scenes details (e.g., sweeping the floors to prep for an open house, painting walls, and so on). It helps tell the story of how you arrived from point A to point B.

Thought leadership: Showing your listings or parts of the neighborhood are always great, but here is your time to shine as a thought leader and expert. Why is one apartment layout better or worse than the other? What are some unique parts of the neighborhood? As the agent, you are the expert, and it is important to remind your followers of that.”

9. Learn the 5 Secrets of Writing Great Titles & Captions (& Why They Work)

The Close Pro Coaching Team | IG, @theclosedotcom

Social media algorithms use keywords to sort content and clicks and engagement to rank it. So if you have a weak article or video title, it doesn’t matter how good your content is because the algorithms won’t show it to anyone.

Here are five quick tips to writing great titles and captions for your real estate social media content:

  1. Create FOMO and a sense of urgency
  2. Keep your titles short and sweet (60 characters or less).
  3. Use alliteration when possible.
  4. Be specific: use numbers whenever possible.
  5.  Use brackets or parentheses (they help build curiosity).
Related Article
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10. If You Want Professional Results, Use Professional Marketing Tools

The Close Pro Coaching Team | IG, @theclosedotcom

It still amazes me how many agents think they can just wing it and create professional content for social media without using professional tools. Unless you’re a natural graphic designer or video editing maestro, chances are using unprofessional tools is going to make your content look…. well, unprofessional. Seems obvious, right?

For some reason, we still have to convince agents that saving $50 a month isn’t going to be better for their business than upgrading to a professional marketing platform like Lab Coat Agents Marketing Center or upgrading from the free version of Buffer.

Related Article
26 Real Estate Marketing Tools Every Agent Needs (+ Reviews & Pricing)

11. Don’t Forget About YouTube

Enes Yilmazer, Real Estate Content Creator | IG, @enesyilmazerla

“Build your brand authentically via content, for example, YouTube videos. Putting yourself out there through YouTube is an intimate way to showcase your personality and how you do business. This can help build brand awareness on a larger scale. We can make an impact on other people and gain business just from the content we create.”

Related Article
How This Georgia Realtor Gets 70% of Her Clients From YouTube

12. Measure Your Results & Test Constantly

The Close Pro Coaching Team | IG, @theclosedotcom

There’s a saying in the fitness community that applies to real estate agents trying to succeed on social media perfectly: “That which gets measured, gets improved.” It’s a straightforward formula that most agents ditch in favor of a shotgun approach on social media.

Social media platforms like YouTube, Twitter, Instagram, and even Pinterest offer professional-level analytics that let you figure out which content your audience responds to and the best time and format for posting it. You can even try A/B testing the same content. Make a post on one subject with a blog post and another with a video, and see which performs better.

13. Document Local Events & Invite Colleagues to Curate Your Stories for a Day

Mimi McCormick, Estates Director, Compass | IG, @mimimc67

“Document your local cultural events (e.g., festival, museum, pop-up) via Instagram and Facebook stories. It’s much more effective than a static announcement of what to do in your neighborhood. Invite a colleague or client (e.g., interior designer, landscaper, or crystal healer) to guest-curate your page/story for a day via your social channels.”

Related Article
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14. Post Bite-size Summaries of Studies & Other Market Data

The Close Pro Coaching Team | IG, @theclosedotcom

Since your goal on social media is to position yourself as the go-to real estate expert for your audience, posting in-depth studies or other market data can be a great way to show off just how carefully you follow the market.

The only problem is that many studies or data put out today are complicated and open to interpretation. Don’t just settle for a journalist’s hot take. Instead, come up with your conclusions from the data and share them with your audience.

Related Article
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15. Post a 50/50 Mix of Business & Personal Stories—Think Aspirational & Celebratory

Jonathan London, Director Estates Division, Aaron Kirman Partners, Compass | IG, @jonathanlondonla

“Post a 50/50 mixture of business and personal stories. You want to be seen as relatable as well as prolific in business. Post several stories at three different points in the day, every day. That way, you gain the most engagement as everyone is on Instagram at various times throughout the day.

“Be aspirational and celebratory in your postings, but never cross the line into boastful and self-consumed—it doesn’t translate well, and less of your audience will react.”

16. Use Humor, But Make Sure It’s Appropriate

The Close Pro Coaching Team | IG, @theclosedotcom

Since most people use social media to escape their lives, humor almost always does well on any platform. Posting memes and funny videos will show your audience that you’re not just a hyperlocal expert but someone they might want to have a beer with. Just avoid topics that are controversial, overly negative, or too racy for prime time TV.

If you want to start making your own memes, the Kapwing app is a good place to start. Or, if you want custom-branded memes that are ready to post, check out The Broke Agent’s content on Coffee & Contracts.

Related Article
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17. Don’t Be Afraid of Paid Social

James Rozanski, Associate Creative Director, Marketing at VTS | IG, @real_newyork

James Rozanski is the former head of marketing at REAL New York. He said, “Facebook and Instagram offer so many amazing targeting opportunities for agents—from specific areas to interests, to periods of people’s lives like newborns or marriages, or any combination thereof. The thought of an additional spend is often scary for agents, but when you think about where people are spending a lot of their time, it’s a no-brainer to spend some effort there.”

Related Article
How to Create Real Estate Facebook Ads That Actually Generate Leads

18. Write Scripts for Your Videos & Rehearse Them

The Close Pro Coaching Team | IG, @theclosedotcom

While many agents think they’re great at improvising, the cold hard truth is that few are. Improvisation is a skill like any other and takes time, effort, and practice to get better at. That’s why writing a script—even a rough script—and then practicing it will quickly improve your videos.

You don’t have to read it word for word, but coming up with a structure and a few key phrases to repeat will make your videos easier for your audience to understand and hopefully interact with.

Related Article
21 Real Estate Videos Top Agents Use To Generate & Nurture Leads

19. Don’t Be Afraid to Let Your Personality Shine Through

Jennie Priel, The Agency, Los Angeles | IG, @jenniepriel

“Try to make yourself relatable to your audience. Create a forum where people do not just see listings, but get to know the agent. Have fun with it and be genuine. Don’t be afraid to let your personality shine through.”

Related Article
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20. Get in Early on Newer Platforms Like TikTok

The Close Pro Coaching Team | IG, @theclosedotcom

Can you imagine being one of the first Realtors to start using YouTube or Instagram? After more than a decade of using those platforms, how many followers or views do you think you’d have today? How many engagement tricks could you have learned before any other agent in your city?

We’re not saying you should put all your free time into TikTok, but at least take the time to learn about and test new platforms before writing them off. If you build a following, it might even open up doors for your career. Brokerages are constantly chasing the next big thing on social media. New York City agent Madison Sutton recently found herself in the middle of a bidding war between two luxury brokerages based on her success on TikTok.

Related Article
21 Real Estate Social Media Marketing Tips From Top Agents & Coaches

21. Give Your Audience a Video Tour of Local Open Houses Once a Week

Tony Bruno, The Fridman Group, Compass | IG,

“Go out on a Tuesday for broker’s open houses, target around four new listings to go to, and post two to three photos and videos. Remember not to give too much info—just a good teaser video and photos with a location of what city the listing is in. People will start reaching out for more info, and you will know who is in the market to buy or sell.

“Also, when it comes to your feed, remember that your followers want to feel a personal connection as well as an interest in your homes, so make sure to add your own touch to your feed, whether that be your own lifestyle or personal photos of yourself or with friends.”

Related Article
27 Open House Ideas That Will Actually Get You Leads

BONUS TIP: Avoid Posting About Politics, Especially on Facebook

The Close Pro Coaching Team | IG, @theclosedotcom

Although real estate agents are rarely shy about their opinions, sharing your political views on social media is almost always a mistake. First, because you run a very real risk of alienating half of your audience (or more), and second, if you don’t have your facts right, you risk coming across as naive to people with a more nuanced understanding of political issues.

While posting your political opinions may be cathartic, social media algorithms reward engagement, which means they reward fighting. Do you really want your most engaging posts to be filled with people fighting about politics?

Related Article
15 Social Media Mistakes All Agents Should Avoid

Over to You 

Have a killer real estate social media marketing tip to share? Let us know in the comments.

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