How Realtors Can Use Social Media to Attract More Clients

With billions of people scrolling every day, platforms like Instagram, Facebook, TikTok, and LinkedIn offer massive opportunities to connect with buyers and sellers. The key is not just being present—but showing up in ways that build trust, deliver value, and spark real conversation. If you're a realtor looking to boost your brand and bring in more clients, social media isn't optional—it's essential.

Why Realtors Should Leverage Social Media

Years ago, real estate success relied heavily on referrals, door-knocking, and word of mouth. While those methods still matter, social media is where today’s clients are hanging out. Buyers look at Instagram to view homes. Sellers check LinkedIn to find agents. Facebook groups are filled with people talking about neighborhoods, and TikTok videos often go viral showcasing unique homes.

When you use social media correctly, you’re not just marketing listings—you’re marketing yourself. That means creating content that shows your personality, highlights your expertise, and gives followers a reason to reach out. A quick home tour, a behind-the-scenes look at a day in your life, or tips on getting a mortgage can all bring value. Social media is not just about the sale—it's about the relationship. Realtors who share helpful, honest, and consistent content see their engagement—and their client base—grow.

What Kind of Content Works Best?

To really connect with people online, your content needs to be both helpful and human. It’s not about perfect photos—though those help—but about creating stories. Post testimonials from happy clients. Record quick videos with tips on staging a home. Go live during open houses to show properties in real-time. Share your thoughts on the market or give updates about neighborhoods.

You can also use social media to answer common questions. For instance, “What’s the best time to buy a house?” or “How much should I put down?” When people see that you’re willing to share knowledge for free, they’re more likely to trust you when it’s time to make a move. It’s all about positioning yourself as the go-to expert in your area.

Gregory Rozdeba, CEO of Dundas Life, has seen the power of educational content on social.

“At Dundas Life, we used LinkedIn and YouTube to explain life insurance in simple terms—and that made a big difference. People want answers they can understand, not sales pitches. By breaking things down clearly, we built trust and brought in more qualified leads. Realtors can do the same—turn expert knowledge into short, helpful posts and watch how your audience grows.”

Building a Strong Social Media Strategy

Just posting once in a while won’t get you results. Realtors need a plan. Start by choosing your platforms—Instagram and Facebook are musts, TikTok is great for younger buyers, and LinkedIn works for networking. Then, set a schedule. Aim to post at least 3-4 times per week, mixing in photos, videos, and stories. Use tools like Canva to make graphics or tools like Later to schedule posts ahead of time.

Consistency is key. Even if your videos don’t go viral, showing up regularly builds your brand. Engage with your audience, reply to comments, and comment on others’ posts too. Use hashtags smartly and always include a call to action—something simple like “DM me for listings” or “Follow for more tips.” The more active and helpful you are, the more people will remember you when it’s time to buy or sell.

Mike Wall, Real Estate Agent and Investor at EZ Sell Homebuyers, believes in keeping content personal and real.

“We’ve flipped over 100 homes, and social media helps us share those stories in ways that stick. I post before-and-afters, updates from the field, and honest lessons from each project. That kind of realness builds trust and keeps our brand top of mind. People don’t just want houses—they want to work with people who know what they’re doing and care.”

Carl Fanaro, CEO of NOLA Buys Houses, uses simple videos to build community trust.

“At NOLA Buys Houses, we keep it down-to-earth. I shoot short clips talking about how we help sellers, even ones in tough spots. It’s not fancy, but it’s honest—and people respond to that. One video got us five direct messages in two days from folks ready to sell.”

Paid Ads vs. Organic Reach

Organic content builds relationships over time, but sometimes you need to speed things up. That’s where paid ads come in. Facebook and Instagram ads let you target specific groups—like first-time buyers in your city or homeowners over 50. You can promote listings, share success stories, or offer a free home valuation. Even a $5/day budget can make a difference if your message is clear and your audience is right.

But don’t think paid ads can replace showing up authentically. People may click on an ad, but they’ll check your profile before reaching out. If it’s empty or inactive, they’ll bounce. That’s why your organic posts matter just as much as your ads. A strong combination of both brings the best results—ads draw them in, and content keeps them there.

Yarden Morgan, Director of Growth at Lusha, has helped teams scale quickly using social ads with the right touch.

“At Lusha, we use data-driven targeting for campaigns, but what really moves the needle is human-centered messaging. It’s not just ‘buy now’—it’s ‘here’s how we solve your problem.’ We tested ad creatives that felt like real conversations and saw engagement jump by 40%. Realtors should think the same way—connect first, then convert.”

Turning Followers Into Clients

Followers don’t automatically become clients—you have to guide them. Make it easy for people to contact you. Use link-in-bio tools like Linktree, offer freebies like home-buying checklists, or invite them to message you directly. The key is moving people from “just looking” to “let’s talk.” One way to do this is through direct messaging. When someone likes or comments, don’t be afraid to start a chat and ask how you can help.

Also, make sure your social links back to your website, lead forms, or calendar tools. Give people more ways to reach out. And don’t forget the power of testimonials—share stories from happy clients to show what it’s like to work with you. That kind of social proof helps turn casual scrollers into serious leads.

Barry Smith, Founder of Homesmith, uses social media to show real outcomes and build long-term trust.

“At Homesmith, we post photos of real homes, real sellers, and real solutions. One post about helping a family sell fast got shared 25 times—and that brought in new referrals. We also highlight our community work, which makes people feel good about working with us. For realtors, your story is your superpower—share it with pride.”

Conclusion: Social Media is Your Modern-Day Referral Engine

In today’s real estate world, social media is more than just a place to post pretty pictures—it’s where clients find you, learn about you, and decide if they want to work with you. It’s your digital handshake. The realtors who win on social are the ones who show up consistently, provide real value, and connect with people in meaningful ways.

Experts like Gregory Rozdeba, Mike Wall, Carl Fanaro, Yarden Morgan, and Barry Smith have all seen how smart social strategies can drive real results. Whether you’re new to real estate or a seasoned pro, start using social media as a tool, not just a platform. With the right mindset, content, and consistency, your next client might just be one post away.