Social media for real estate agents: what really works

Social media for a real estate agent can be a formidable source of listings and buyers. It can also be a huge waste of time, when you post listing visuals without a strategy and nobody watches them. The difference comes down to a few simple choices: the right network, the right formats and consistency. Here is what really works, and what you are better off stopping.

Which network to choose

Each network has its audience and its use:

• Instagram: ideal for showing properties of character, building a polished image and reaching local buyers and sellers.
• TikTok: very wide reach, even for new accounts. Perfect for video tours and advice. Read our article on TikTok and real estate.
• LinkedIn: for your professional network, investors, partners and recruitment.
• Facebook: still useful locally, especially in neighbourhood or town groups.

There is no need to be everywhere. Two networks well looked after are better than five abandoned ones.

The formats

Not all formats are equal:

1. The vertical video tour: the king of formats. It takes viewers through a property in 30 to 60 seconds.
2. Advice to camera: a frequent question, a mistake to avoid, a legal point explained simply.
3. The neighbourhood: shops, schools, walks, local life.
4. Behind the scenes: a day in the life of an agent, a signing, an anecdote.
5. The result: a property sold, with the client's permission.

What works less: static listing visuals with a price and a floor area, which look like all the others and that nobody shares.

The agent's face

On social media, people follow people more than brands. An agent who shows themselves, explains, advises and tells stories becomes a local reference. Sellers recognise them, buyers message them.

Showing yourself does not mean showing everything. It is enough to appear regularly, naturally, in useful videos. Read our article on personal branding for real estate agents.

Consistency

It is the most underestimated factor. An account that posts three videos then disappears for two months builds nothing. A few rules:

• Set a sustainable pace, for example two videos a week.
• Prepare your content in advance, filming several subjects on the same day.
• Recycle intelligently: one long tour can give several short clips.

Consistency beats perfection. One polished vertical tour a week is better than one monumental film a quarter.

Turning it into contacts

An audience is useless if it does not get in touch:

• Say clearly how to reach you in your bio and your videos.
• Reply to every message, quickly. Read our article on replying to messages from prospects.
• Offer a concrete step: a valuation, a viewing, a call.
• Track contacts in a simple tool, so nobody gets lost.

The places filmed by AchMedia Real Estate have been seen by more than 100 million people, without paid advertising. But what counts is the useful contacts those views trigger.

Content ideas for a month

To never run out of ideas, here is a typical month for a real estate agent:

1. Week 1: a video tour of a new property, advice on valuation.
2. Week 2: a video about a neighbourhood, a frequent buyer question.
3. Week 3: a video tour, behind the scenes of a signing with the clients' permission.
4. Week 4: a property sold, advice on preparing a house.

By alternating properties, advice and behind the scenes, you reach buyers, sellers and your network at once.

Mistakes that waste time

• Posting listing visuals with no video, which look like all the others.
• Copying trends unrelated to real estate.
• Buying followers, who bring no real contacts.
• Posting a lot, then disappearing.
• Ignoring comments and messages.
• Talking only about yourself, without bringing value to the viewer.

Every minute spent on social media should help you get noticed, reassure people or create a contact.

LinkedIn for real estate agents

LinkedIn is often underestimated by agents. Yet it reaches relocating executives, investors, business owners selling their homes, and partners such as notaries, mortgage brokers and developers. Post local market analyses, successful sales and more in-depth advice there. The tone is more professional, but video works very well there too. Read our article on real estate agency communication.

The minimum kit to get started

You don't need a studio to get started on social media. The minimum kit:

1. A recent phone that films in high quality.
2. A pocket stabiliser, for smooth tours.
3. A small lapel mic, for videos to camera.
4. A simple editing app, to cut, add text and music.
5. A light tripod, for talking to camera.

With this kit, an agent can produce good-quality tours and advice. Exceptional properties then deserve a professional shoot, with a drone and a cinematic edit.

Build a weekly routine

Consistency comes from routine. For example: on Monday, you choose the week's subjects; on Tuesday, you film two properties and a piece of advice; on Wednesday, you edit; on Thursday and Friday, you post and reply to messages. One or two well-organised hours are worth more than improvised posts. This routine quickly becomes a habit, and your social media presence builds without excessive effort. Read our article on personal branding for real estate agents.

Frequently asked questions

How much time a week should you spend on social media?

A few well-organised hours are enough: half a day of filming, a little editing, then a few minutes a day to reply to messages.

Do you need professional equipment?

Not to start with. A recent phone and a stabiliser are enough for tours and advice. Exceptional properties deserve a professional film.

What if I'm not comfortable on camera?

Start with tours where you don't appear, then gradually add a few moments talking to camera. Confidence comes with practice.

Does social media replace the portals?

No, it complements them. The portals serve active buyers; social media also reaches those who are not looking yet.

Should you have a personal account or an agency account?

They complement each other. The agency account carries the collective image; the agent's personal account builds the relationship of trust.

How long before you get contacts?

The first messages often arrive with the first property videos. Contacts from sellers tend to come with consistency, over several months.

For your agency

Discover our training and production offer on the Real estate agencies page, and read what we presented to the Christelle Clauss directors.