Social Media Strategies for Modern Realtors

How Today’s Agents Can Stand Out, Build Trust, and Win More Listings

In today’s fast-paced real estate market, a strong social media presence is no longer optional — it’s essential. And while Instagram and TikTok are leading the charge in short-form video and viral reach, Facebook remains one of the most powerful platforms for relationship-building, community visibility, and local lead generation.

Below are practical strategies Realtors can use across social media to increase engagement, build authority, and attract more buyers and sellers.

1) Prioritize Short-Form Video — Your Most Powerful Lead Tool

Short-form video is the most effective way to build visibility and trust quickly.

What to post:

• 20–30 second property tours

• Neighborhood or local business spotlights

• Market update snippets

• Buyer/seller FAQ videos

• “Day in the life” behind-the-scenes

• Myth vs. fact segments

Authenticity wins on all platforms. Real beats polished.

2) Instagram: Use Reels + Stories to Stay Top-of-Mind

Reels: Your Discovery Tool

Instagram favors Reels for reach. Aim to post 3–5 per week.

Reel ideas:

• New listings

• Renovation highlights

• Quick tips for buyers or sellers

Stories: Your Relationship Tool

Post daily Stories to strengthen your connection with existing followers:

• Open house prep

• Polls about design trends

• Quick market insights

• Personal moments that humanize your brand

Stories disappear in 24 hours, which makes them a perfect place to stay present without overthinking.

3) TikTok: Leverage Trends + Consistency to Explode Reach

TikTok’s algorithm rewards creativity and consistent posting.

TikTok best practices:

• Use trending sounds (professionally and on-brand)

• Post 1–2 short videos per day

• Use on-screen text to deliver quick value

• Reply to comments with video responses

• Keep videos vertical, fast-paced, and authentic

TikTok is ideal for reaching younger buyers, first-time homeowners, and relocation clients.

4) Facebook: Your Community & Conversion Powerhouse

While Instagram and TikTok help you go viral, Facebook helps you build deeper long-term relationships — especially with homeowners 35+.

Why Realtors should Still prioritize Facebook:

• Strong local community engagement

• Highly shareable posts among neighborhood audiences

• Facebook Groups = powerful referral sources

• Marketplace allows rental promotion

• Great platform for open house events

• Built-in trust through real-name accounts

Facebook may not feel trendy, but its conversion potential is high.

Facebook Strategy Breakdown

Use Your Personal Profile (Professionally)

Many agents overlook this.
But people want to work with someone they know — not just a business page.

Post a mix of:

• New listings

• Personal wins and client stories

• Local recommendations

• Community involvement

• Real estate insights (avoiding jargon or legal claims)

Keep it authentic, not salesy.

Build and Engage in Facebook Groups

Groups are Facebook’s strongest feature for local real estate.

Join or create groups for:

• Local neighborhoods

• First-time buyers

• Moms’ groups

• Yard sale/community swap groups

• Local events/activities

Be helpful, answer questions, and offer value — but avoid hard selling.

Use Facebook Live for High Engagement

Live videos get higher reach and longer watch times.

Ideas:

• Live walkthrough of new listings

• Open house previews

• Market Q&A sessions

• “Ask a Realtor” coffee chats

Even 5–10 minutes can earn strong engagement.

Post Valuable, Shareable Content

Facebook loves content that sparks conversation.

High-performing posts include:

• “Which kitchen would you pick — A or B?”

• Community event photos

• Market infographics

• Before/after staging photos

• Local business spotlights

These posts get shared into neighborhood circles — multiplying your reach.

Use Facebook Events for Open Houses

Events make your open houses:

• Easy to find

• Easy to share

• Easy to invite people to

Be sure to include:

• Photos

• Description

• Link to the MLS listing (if allowed)

• Contact info

Events also give your open houses a higher algorithm presence.

5) Smart Hashtags (Instagram & TikTok)

Instagram:

Use 8–15 hashtags mixing:

• Local: #NashvilleHomes #MiddleTennesseeRealtor

• Niche: #LuxuryRealEstate #StarterHome

• Content-based: #HomeTour #RealtorTips

TikTok:

Use 3–5 broad tags:

• #realestate

• #realtor

• #homebuyingtips

• #murfreesboro

(No hashtags needed on Facebook.)

6) Put Your Face on Camera — It’s What Converts

Across all platforms, the highest-converting content features you.

Show:

• Who you are

• What you know

• How you help

• Why your clients trust you

People hire the person they feel most connected to — your face and voice are your biggest branding tools.

7) Convert Views Into Leads

Each platform gives you simple ways to move viewers into conversations.

Instagram:

• “DM me ‘BUYER’ for today’s checklist”

• Contact button

• Link in bio for scheduling

TikTok:

• Link in bio

• Video replies

• CTA overlays

Facebook:

• Messenger button

• Event invites

• Comment-to-message automation (if set up on a business page)

Don’t be shy — people need clear direction.

8) Stay Compliant & Professional

At Hywater, we always encourage:

• No legal or tax advice

• No confidential client information

• No promises or guarantees

• MLS-compliant photos and video

Your professionalism on social media becomes part of your brand.

Final Thoughts

Instagram helps you get discovered.
TikTok helps you go viral.
Facebook helps you convert that visibility into real community trust — and real closings.

By combining all three platforms, modern realtors can position themselves as the most visible, approachable, and knowledgeable agents in their market.