Begin by setting specific goals, understanding your target audience, and selecting the most suitable platforms. Develop engaging content that offers value, such as local market updates, client success stories, and educational tips. Maintain consistent activity with daily, weekly, and monthly tasks to keep your presence active and relevant. Ensure compliance with industry regulations and ethically share testimonials to build trust.

Social media is no longer an optional piece of an effective real estate marketing plan. It’s an essential channel for building your brand, attracting leads, and staying top-of-mind in your market. You might feel overwhelmed, uncertain, or intimidated when it comes to the variety of social platforms out there, or maybe you think you need thousands of followers to succeed. Here’s the truth: you can create a powerful social media presence with a well-structured plan, even if you’re brand new to the industry. You don’t even have to dance on TikTok to make it happen! This guide is designed to walk you through everything from choosing the right platforms and creating compelling content, to scheduling, engaging, and measuring ROI. It also addresses common misconceptions along the way. By following these steps, you’ll gain confidence, save time, and start seeing real results in the form of more leads, more clients, and more closings.

Without clear social media marketing objectives, you’re just posting blindly. Goals give you direction, and metrics help you measure progress. Are you trying to generate leads, build brand recognition, or increase client interaction? You’ll also need to pick which metrics you’ll watch to measure success.

1️⃣ List out 2–3 primary goals:

• “Generate 20 new buyer leads by the end of the quarter”

• “Increase post engagement by 10% in the next 90 days”

2️⃣ Assign Key Performance Indicators (KPIs) you’ll use to track each goal. This might include:

• Number of leads generated per month

• Engagement (likes, comments, shares, messages)

• Number of new followers

3️⃣ Use a lead tracker or real estate CRM to monitor these metrics.

🚨 Pro-Tip 🚨 Keep your goals realistic and focused. It’s better to have one clear goal and nail it than to juggle five and get overwhelmed.

Pinpoint exactly who you’re trying to reach, whether it’s first-time homebuyers, downsizing sellers, Veterans, etc, and create “personas” that capture their key characteristics. Knowing who you’re talking to helps shape your messaging, tone, and content so it resonates and leads to quality engagements and conversions.

• Think about your ideal client type(s). What are their demographics (age, family status, income)?

• Analyze the data in your client database and look for trends.

• Identify their biggest pain points (lack of affordable options, confusion about loan processes).

🚨 Pro-Tip 🚨 It’s less about precise data and more about figuring out who’s moving, why they’re moving, and what questions they’re asking about your local market. Which of your recent clients did you most enjoy working with? Who do you WANT to work with?

Choose 1-3 platforms (Facebook, Instagram, TikTok, etc) to be the main focus of your efforts. Think back to your ideal client persona and determine where they are most likely to hang out.

• An older demographic is probably more active on Facebook. If you’re targeting downsizing seniors, creating social posts on TikTok might not be your best bet.

• A first-time buyer in their 20s or 30s is more likely to be active on Instagram and TikTok where they can find engaging, easily digestible short-form content.

🚨 Pro-Tip 🚨 If you’re short on time or are overwhelmed by the options, start with one primary platform that aligns best with your audience (often Facebook or Instagram for real estate) and expand once you see success.

One of the biggest social media myths out there is that you must create a business page that’s separate from your personal profile. That’s simply not true. Creating a business page makes sense for certain use cases (like if you’ll be running paid ads, for example) but why not leverage your personal profile’s friends/followers instead of starting over from scratch with a business page that has zero followers and no traction?

• Make sure all your profiles include consistent branding (same headshot, banner, logo, and colors where possible).

• Write a concise, benefit-driven bio (“Helping first-time buyers find the perfect home in Denver”).

• Include relevant links to your website or landing page.

🚨 Pro-Tip 🚨 Pin a post at the top of your profile that introduces yourself as an agent and links to your website or a lead form. This ensures new visitors (and old friends) immediately see how you can help them. It’s an easy way to blend personal and professional without managing a separate business page right away.

Related: Take Control of Your Online Profiles to Get More Clients (https://www.breakthroughbroker.com/take-control-of-your-online-profiles-to-get-more-clients)

As with most things in real estate, check with your local board, MLS, or broker for any requirements they have in place

• Include Necessary Disclaimers: Depending on your market, you might need to add disclaimers about your licensing status or affiliations. For example, “Licensed Real Estate Agent in [State]” or “Member of [Local Realtor Association].”

• Display Brokerage Information: Clearly state your brokerage name and contact information in your profile bio or a dedicated section of your page.

• Avoid Misleading Claims: Ensure that all your posts are truthful and do not make exaggerated claims about properties or market conditions. Transparency is key to maintaining credibility.

• Respect Privacy Laws: When sharing client testimonials or success stories, always obtain explicit permission from your clients. Avoid sharing sensitive personal information without consent.

🚨 Pro-Tip 🚨 Quality over quantity. It’s better to consistently post high-value content a couple of times per week than to simply push out a bunch of content because you feel like you have to.

Posting at the right times can significantly boost your engagement rates. While there’s no one-size-fits-all answer, here are some strategies to determine when your local audience is most active:

• Understand Your Audience’s Routine: Think about the daily routines of your target audience. For example, first-time buyers in their 20s and 30s might check social media first thing in the morning, during lunch breaks, or after work hours.

• Experiment with Different Times: Start by posting at various times of the day (morning, afternoon, and evening) and monitor which slots get the most engagement.

🚨 Pro-Tip 🚨 Start by posting during typical high-traffic times for social media, such as early mornings (7am-9am), lunch hours (12pm-2pm), and evenings (6pm-9pm). Adjust based on the specific engagement trends you observe in your local market.

Different people prefer different formats. Diversify your content to keep your audience interested and engaged.

• Plan a blend of image posts, short videos, stories, and long-form text posts that tell a story.

• Rotate between entertaining, educational, and promotional posts.

🚨 Pro-Tip 🚨 Videos are powerful in real estate and typically see higher engagement across all platforms. Consider quick home tours, market updates, or “how-to” videos to boost engagement.

Don’t fall into the self-promotion trap. Posting “Just Listed” images for your recent listings is great, but don’t let it become the ONLY content you post. Your content should focus heavily on providing value that addresses someone’s needs, challenges, and desires.

For example, a first-time home buyer is less likely to care about how many recent listings you’ve had. They want to get clarity on the costs of buying a home, learn down payment and loan options, figure out how interest rates impact what they can afford, and understand how the whole buying process works in the first place.

• Ask yourself, “What’s in it for them?” before posting.

• Keep your personas in mind and speak to their specific pain points and goals.

• Use the “inspire, equip, or support” checklist before posting to ensure it meets at least one of these criteria:

o Inspire: Does this post motivate or encourage my audience (sharing a success story, showing the bright side of the market)?

o Equip: Does it give them useful information or tools (a short tip for budgeting a down payment, a checklist for home staging)?

o Support: Does it offer help or empathy (advice for overcoming first-time buyer anxiety, a reassuring message about market fluctuations)?

Here are some proven real estate content ideas that capture attention, spark conversations, and position you as a trusted advisor in your market. Mix and match these concepts to keep your feed interesting and valuable.

Local Market Updates

• What to Share: Market snapshots summarizing current inventory levels, median prices, and time on the market.

• Why It Works: Prospects often want a quick snapshot rather than an in-depth economic analysis, so simple stats or charts go a long way.

🚨 Pro-Tip 🚨 Tie the data to “real-world” concerns, like how the number of available homes impacts first-time buyers.

Neighborhood Spotlights

• What to Share: Community reports, walkthrough videos of local hot spots, restaurant recommendations, upcoming events, and hidden gems.

• Why It Works: Demonstrates your area expertise and gives followers a taste of the lifestyle they could enjoy by moving there.

🚨 Pro-Tip 🚨 Partner with local businesses for cross-promotion (e.g., a coffee shop interview) to reach a wider audience.

Behind-the-Scenes Glimpses

• What to Share: Day-in-the-life reels, open house prep, staging tips, or the paperwork process.

• Why It Works: Humanizes you and shows you’re more than a “for-sale sign.” People love authenticity and feel more comfortable reaching out.

🚨 Pro-Tip 🚨 Keep it casual and genuine. Unpolished moments can sometimes resonate more than a highly produced video.

Success Stories and Testimonials

• What to Share: Celebrate a client’s story, like a first-time buyer who thought homeownership was out of reach, or a testimonial from a seller who sold above list price.

• Why It Works: Real-life successes create social proof that you get results. They also reassure hesitant buyers or sellers who may have the same concerns.

🚨 Pro-Tip 🚨 Make the story relatable. Highlight the challenge, how you solved it, and the happy outcome.

“How-To” Guides

• What to Share: Quick tips on financing, home staging, negotiating offers, or starting the home buying process.

• Why It Works: Practical advice establishes you as a knowledgeable resource—perfect for attracting new leads who are still researching.

🚨 Pro-Tip 🚨 Keep the language simple. Avoid jargon and break complex processes into easy-to-digest bullet points or short videos.

Before-and-After Transformations

• What to Share: Photos or videos highlighting renovation projects, staging makeovers, or curb-appeal upgrades.

• Why It Works: People love visual transformations. This type of content also inspires homeowners or sellers to see what’s possible.

🚨 Pro-Tip 🚨 Show rough numbers if possible—like how a small investment in landscaping might add significant value to a home’s listing price.

Lifestyle and Personal Stories

• What to Share: Community volunteering, life in your area, holidays, or any hobbies that tie into local interests.

• Why It Works: Clients connect with agents they like and trust. Personal tidbits can spark conversations and referrals.

🚨 Pro-Tip 🚨 Keep it relevant and somewhat tied to real estate or local life. Avoid oversharing details that don’t serve your brand or audience.

Q&A or AMA (Ask Me Anything) Sessions

• What to Share: Let followers submit questions about buying, selling, or market trends and answer them in short videos or Stories.

• Why It Works: You directly address prospects’ most pressing concerns, and the interactive format boosts engagement.

🚨 Pro-Tip 🚨 Use a sticker feature on Instagram or a dedicated post on Facebook asking for questions to get the conversation started.

Client or Follower Polls

• What to Share: Poll your audience on design trends (“Which bathroom style do you prefer?”), location preferences, or property types.

• Why It Works: Quick polls get people thinking and clicking, which increases reach and reveals what your followers care about.

🚨 Pro-Tip 🚨 Follow up with a short post or Story analyzing the poll results. This shows you’re paying attention to feedback.

Local Events and Partnerships

• What to Share: Market farmers’ markets, charity drives, or open houses you’re hosting. Consider co-hosting events with other local pros (mortgage brokers, interior designers) for broader exposure.

• Why It Works: It underscores your community involvement and gives your audience valuable info about what’s happening around them.

🚨 Pro-Tip 🚨 Tag any partners or relevant local pages in your posts to increase visibility and cross-promotion.

By mixing these content types, you’ll keep your social media feeds fresh and enticing. More importantly, you’ll speak directly to the varied interests and questions your audience has, making you the agent they think of first when it’s time to buy, sell, or simply ask for real estate advice.

Build a library of ready-to-post content including images, quotes, local business spotlights, FAQ videos, etc. Having content ready to go in advance reduces stress and ensures consistency in posting.

• Dedicate a notes folder on your computer or phone for content ideas.

• Design templates and keep them saved.

• Keep a running list of frequently asked questions, local market data, and success stories.

🚨 Pro-Tip 🚨 Batch-create content once a month or once a quarter and schedule it ahead of time.

Hashtags are basically words that describe what your content is about. Many social media users follow hashtags that are interesting to them, allowing your content to show up to those who are more likely to be in your target audience.

• Add topic-specific or location-specific hashtags (#DenverRealEstate, #FirstTimeBuyerTips) to help your content get discovered by people outside of your direct connections.

• Research popular real estate and local hashtags. What are the top agents in your market/niche using in their posts that seem to get more likes/comments/shares? Don’t reinvent the wheel here.

• Use around 5–10 targeted hashtags per post.

• Use a hashtag tracker so you can simply copy and paste in future posts.

🚨 Pro-Tip 🚨 Avoid overly generic, oversaturated hashtags like #realestate or #home. Your posts will simply get buried. Go more local or niche.

Your followers need direction. Guide your audience to take the next step, whether it’s clicking a link, signing up for a newsletter, or sending you a DM. A strong CTA can drastically improve engagement, expand your reach, and improve lead generation.

• Decide the goal of each post (“DM me for a free market report”).

• Write a concise CTA (“Ready to see your home’s true value? Message me now!”).

• Test different versions to see what works for you.

🚨 Pro-Tip 🚨 Make sure your CTA is focused on benefits/value. Instead of simply saying “Contact Me,” say “Send me a message to find out what your home is worth!”

Check Notifications and Messages

• Spend a few minutes each morning and afternoon responding to comments, mentions, or direct messages.

• Quick responses show you’re active and attentive, turning casual inquiries into genuine conversations.

• Make sure your notification settings are turned on so you can spot new messages fast.

Repurpose Successful Content

• If you shared a great tip on Instagram yesterday, convert it into a Facebook post or a quick LinkedIn status update today.

• One piece of content can reach new audiences on different platforms, saving you time and effort.

• Don’t just copy-paste. Adapt the format and caption so it fits each platform’s style and audience.

Schedule Your Posts

• Use a planner and set aside an hour to load up your content calendar for the week

• Scheduling frees you from the daily scramble, ensuring you stay consistent even on your busiest days.

• Review upcoming posts on Monday to fine-tune captions, images, or hashtags for any late-breaking news or trends.

Watch for Trending Topics

• Skim local and national headlines and see if any real estate angles tie into what people are already talking about (interest rate changes, local events).

• Joining relevant conversations boosts your visibility and positions you as a timely, in-the-know agent.

• Avoid jumping on trends that don’t resonate with your audience or reflect well on your brand.

Create Themes

• Choose a couple of topics (e.g., “how to prep your home for sale” or “understanding today’s mortgage rates”) and base most of your posts on that theme each week.

• A theme keeps your content organized and builds anticipation. Followers know what to expect and look forward to your insights.

• Tease the next theme in your final post of the current week/month to stir curiosity.

Update Your Content Calendar

• Lay out key dates, local events, or home-buying seasons that you want to highlight in the coming weeks.

• A fresh, updated content calendar means fewer last-minute scrambles and more impactful storytelling.

• Leave room for spontaneity. Keep a few open slots for those lightning bolts of inspiration.

Review Your Performance • Check your social media stats (likes, comments, shares, clicks) and see how they measure up against your goals.

• Tracking helps you understand which posts connect best and which tactics need fine-tuning.

• Track which leads result in closings. Knowing exactly where your deals are coming from proves your ROI.

Observe Competitors

• Analyze successful local agents’ content, noting which topics or formats get the most engagement.

• Spot gaps to fill or ideas to improve on and build those into your content plan.

• Do NOT copy-paste someone else’s content. Use competitor insights as inspiration to refine your unique voice.

Social media is a powerful tool to establish your real estate brand, generate quality leads, and stay top-of-mind with potential clients. By clearly defining your goals, identifying your audience, and consistently delivering valuable content, you’ll see better engagement, stronger relationships, and more closings. Remember, it’s not about going viral overnight; it’s about building lasting trust and visibility in your local market.

Follow the Action Items Checklist to Get Started:

Strategy

• Define 2–3 specific social media goals and associated metrics.

• Create ideal client personas.

• Choose 1–3 social platforms where your audience is most active.

• Optimize profiles (consistent branding, clear bios, links).

• Decide on a posting frequency and schedule.

Content

• Draft a mix of text, image, and video posts.

• Double-check every post’s purpose (inspire, equip, support).

• Build or expand your content vault.

• Research and prepare relevant hashtags.

• Add a clear CTA to every post.

Daily

• Check notifications and respond to comments and DMs.

• Repurpose successful content onto another platform.

Weekly

• Schedule your posts in advance for the upcoming week.

• Identify trending topics or hashtags to use.

Monthly

• Develop a weekly/monthly theme and map out content around it.

• Update and review your social media content calendar.

• Compare engagement, reach, and lead generation metrics with your goals.

• See what competitors are doing and improve on good ideas.

Good luck, and happy posting! Need Inspiration? Browse Breakthrough Broker’s social media library to customize and download done-for-you images, videos, and more!