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6 Social Media Marketing
Best Practices for Real

The popularity of social media has exploded as a marketing tool for professionals, influencers, and those who want to make a name for themselves. Popular platforms like TikTok, Facebook, and Instagram boast millions of viewers per day. Are you showing up on your social media platforms? What are you doing to set yourself apart from other real estate professionals?

Set your social game on FIRE with these seven real estate social media best practices. 

Why should I use social media to grow my real estate business?

Social media is an excellent way to open the lines of communication between you and potential leads. With 4.55 billion social media users worldwide as of October 2021, a good chunk of your audience is probably already active on social media. Meet them where they are by making sure you’re showing up online too.

An active social media presence builds trust with your audience while building your brand. Even if they are not ready to purchase at the moment, posting high-quality content consistently will make an impression on them. Then, they will be more likely to seek you out when they are prepared to begin their process. 

The top six real estate social media best practices.

Generate high-quality content.

Every time you post on your social media, you should strive to produce high-quality content that delivers VALUE to your audience. The rapport this generates with your audience will be the nudge they need to answer your call to action or lead magnet. 

So what does it take to produce high-quality content? 

Spend a little money to hire a professional photographer to take photos of available properties if you want to step up your picture game. One of the first things a buyer or investor looks at is pictures of the property. But don’t stop there. You also need professional photos of your AND — that thing that makes you stand out from the crowd. Virtual showings are also on the rise. Take the time to create virtual viewings your clients can explore from wherever they are. 

If you want professional results, you need to use professional tools. Budget an upgrade of your current marketing tool, or hire a team member to arm yourself with the tools you need to create high-quality content. This will drive up your visibility and increase sales. 

Educate your buyers.

Buyers browse social media to see what sparks their interest. Use your platforms to provide tips and knowledge that will draw them in. You can educate them on typical real estate pitfalls or misconceptions about buying or selling property or even add a real estate tip of the day. At Serhant, we circulate neighborhood guides to entice our buyers and educate them on the areas they’re considering. Within, we give them the best coffee shops, parks, and things to do in the neighborhood. Get creative!

Don’t just show real estate.

Provide a good variety of content on your social media platforms. Don’t bombard your audience with listing after listing and fact after fact. Make yourself relatable to your audience. Create a space where people feel like they can get to know you.

Maintain a balanced page with your AND. Give them a look into your life, your interests, real estate photos, tips, and behind-the-scenes videos of activities like staging a house, tours, or interviews. The important part is to be authentic in your posts. Let your personality shine through. 

Be an expert in the local area.

You need to position yourself as the go-to real estate expert in the area. Sell the whole area, not just the house. 

Touch on the education opportunities in the area, the up-and-coming retail market, or the vast array of entertainment offered. Point them to the quaint coffee shop on the corner or the mom-and-pop bakery down the street (remember our neighborhood guides?). 

You must know the ins and outs of the property you are selling and the neighborhood where it is located. Anything extra you can add that may pique the buyer’s interest could be the difference between getting the offer or walking away empty-handed. 

Don’t forget about using video.

It is easy to skip the time and expense of shooting and editing a video, but videos are essential when marketing a home today. 

Buyers and renters use search engines when they begin their property search. YouTube videos can help to drive traffic to your website, increasing rank on those search engines. A video is a powerful tool when done right. 

Most buyers are visual buyers. Photos are nice, but video helps potential clients see all the spaces in the home in a way that photos cannot. It creates a connection and interest in the house. If they’re still curious after watching the video, they can click on a call to action button on your profile to ask for more info. 

Speak to your brand.

Use your social media to build and promote your personal brand. This is ESSENTIAL! Add your professional headshots, logo, and bio to your platforms to showcase who you are and how you do business. Make to be consistent across profiles. Then, use your content to multiply your reach, influence, and income. 

How often should real estate agents post on social media?

Some sources suggest you post a few times a week. Others suggest between three and five times per day. Whatever you decide is best for you and your business, you can use scheduling tools to help cut down on the amount of time you need to spend in front of the computer posting. Whatever you choose, make sure it’s consistent!

What is the best time to post on social media for real estate?

In general, social media managers believe it’s best to post at the following times. HOWEVER, this will not always be the same case with your individual network. Be sure to test and make note of the times that work best for you.

  • Facebook:  Monday through Friday from morning until around lunchtime. 
  • LinkedIn:  Wednesdays at 3:00 pm, Thursdays from 9:00 to 10:00 am, and Friday from 11:00 am to noon.
  • Twitter:  Monday through Thursday, noon to 2:00 pm and Friday at 9:00 am.
  • Instagram:  Anytime before 6:00 pm, weekends included. 
  • Pinterest:  Evenings and weekends. 
  • TikTok:  Monday at 6:00 am, 10:00 am, and 10:00 pm. Tuesday at 2:00 am, 4:00 am, and 9:00 am. Wednesday at 7:00 am, 8:00 am, and 11:00 pm. Thursday at 9:00 am, noon, 7:00 pm. Friday at 5:00 am, 1:00 pm, 3:00 pm. Saturday at 11:00 am, 7:00 pm, 8:00 pm. Sunday at 7:00 am, 8:00 am, 4:00 pm.

Take time to curate your social media platforms to consistently include high-quality photos, videos, engaging and entertaining content, and you will generate new clients and increase your closings.

Interested in learning more real estate social media best practices? If you want to take the next step to ensure that you are knocking it out of the park with your social media, you can find Ryan’s complete guide to creating a personal brand and boosting your digital presence inside the How to Build a Personal Brand course. Then, you can learn how to scale your lead pipeline using social media ads, without having to hire an expensive marketing manager with our Social Ads course. Both are sure to get you CRUSHING your social media game. 

More from Sell It Like Serhant

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Additional content


1 Global Social Media Stats – DataReportal – global digital insights. DataReportal. (n.d.). Retrieved January 17, 2022, from 


  • Ryan Serhant is a founder, entrepreneur, producer, public speaker, bestselling author, star of multiple TV shows, and Chief Executive Officer of SERHANT., the rapidly growing tech-forward real estate organization comprised of two core businesses: brokerage and education. Founded in 2020, SERHANT. is a content-to-commerce technology ecosystem revolutionizing the sales industry. SERHANT. is home to the first ever full-service, award-winning, in-house film studio solely dedicated to real estate content, and its digital education platform is comprised of more than 14,000 members across 110 countries.