Social media is no longer an optional marketing channel in real estate. In the past decade, increasing numbers of real estate agents have taken to platforms like Facebook, Instagram, and, more recently, TikTok, to reach broader markets of potential buyers and sellers.
Social media trends are highly dynamic – real estate agents looking to leverage social media effectively for lead generation and market education must stay on top of how buyers are searching for real estate opportunities.
6 Real Estate Social Media Marketing Trends To Know
Here are six of the emerging trends on social media (as of 2025) that real estate agents should generally be across.
1. Video content boosts engagement
Video content is a non-negotiable for real estate social media marketing. Static images of properties do not nearly capture as much attention as short-form clips on TikTok, Instagram Reels, or YouTube Shorts.
Short-form videos also have a higher engagement rate than long-form videos. According to research by Wistia, viewers watch at least 16 seconds of a video under 1 minute (27% of the total video length). The faster you can get the key points of the message, the more likely viewers will stick around and watch.
Showing a home’s features in just 30 or 60 seconds makes it easier for buyers to visualise the space. Avoid long pauses and walking sections between rooms, and remember that videos do not have to look polished and professional to resonate with viewers. Authenticity is the name of the game – people want to know what the property really looks like.
2. Tailored content for local areas
With property prices on the rise across Australia, there’s more uncertainty around property prices than ever. Creating content around property prices in a local area is one of the easiest ways to guarantee an engaged audience.
Videos that directly answer to “What $1.8 million buys you in South Yarra” generally perform well, and it’s not hard to see why. It’s one thing to highlight the features of a property, but what most viewers want to know is what its guiding at.
These kinds of local insights not only attract buyers in the area but also demonstrate to sellers that the agent understands the neighbourhood inside out. Highlighting local amenities such as schools, parks, or cafes alongside video property tours can provide viewers with more context about the lifestyle.
3. Virtual viewings
Virtual property tours are nothing new, but the shift to live streaming has made virtual viewings more interactive than ever. Real estate agents who have garnered a large following host live streams on social media to provide a look at the property in real-time, opening up the audience beyond those who can visit in person.
Virtual viewings can also save time by filtering out unserious buyers. Those attending a live property tour on social media can post comments to ask questions directly. Live streams can also be posted permanently later on for posterity.
4. In-app lead generation
An increasing number of real estate professionals are now using social media apps to generate more quality leads – a report by the National Association of Realtors showed that 54% of real estate agents found social media to be the best source of high-quality leads.
Social media makes it easier for real estate agents to generate leads. Direct messaging means real estate professionals can get in touch with potential buyers to answer questions, set up meetings, and exchange contact information.
Social media platforms also come with built-in analytics for real estate agents to see which posts are generating the most visibility and shares, making it easier to adjust future posts accordingly.
5. Real estate influencers
There’s a growing trend of real estate professionals adopting the role of social media influencers. As a large part of the real estate sales process is connecting with buyers and sellers, it makes sense for agents to market not just services but also personality.
Real estate influencers can reach broader audiences as viewers tend to see influencers as industry experts rather than salespeople, particularly when sharing content about market trends, explaining complex buying or selling processes, and offering practical tips to getting on the property ladder.
6. Networking
If you’re not on LinkedIn, you’re going to get left behind. Networking on LinkedIn can lead to referrals, partnerships, and a broader understanding of industry trends. Real estate agents who know how to navigate LinkedIn or other social media platforms for networking can build credibility and visibility.
Market updates, housing policy changes, or posting about recent sales establishes agents as leaders in the industry, opening up more doors for collaboration and ultimately, success.
Entry Education offers a social media marketing course for real estate agents to stay on top of the current trends and maximise the impact of real estate marketing efforts. Whether you’re a new real estate agent or a seasoned industry expert, Entry Education’s self-paced course can help you take your real estate social media skills to the next level.
