Social media is an essential tool to nurture relationships with clients and prospects, establish credibility, and generate leads. But with so many platforms available, it can be overwhelming to decide where to focus your efforts. Should you double down on Instagram’s visual appeal, tap into Facebook’s large user base, or leverage LinkedIn’s professional network?
In 2025, these three platforms continue to dominate, but each platform has a different culture. Here’s some information to help you determine which platform aligns best with your goals.
Instagram thrives on high-quality images, engaging videos, and interactive storytelling—making it an excellent platform for showcasing your personality and your listings. It’s especially popular among millennial and Gen Z buyers who use the platform for home inspiration and market research.
Best Types of Content:
I still believe in the 80/20 rule. Social media works best to help you build relationships. Of course, you want to include your listings, but people will engage more with content that is personal.
Directly from the head of Instagram, carousels (multiple photos) will reach more people, and if you add music to it, it shows up in the reels tab.
Despite shifts in social media trends, Facebook remains a powerhouse and it still has the highest number of daily users.
Best Types of Content:
The same content you’re posting on Instagram will also do well on Facebook. One big difference is that you can post links to articles. You can also highlight local businesses, upcoming events, and market trends to position yourself as a neighborhood expert.
LinkedIn can be a goldmine for realtors looking to connect with clients and prospects. It’s a great place to establish credibility and showcase your expertise.
The best thing you can do on LinkedIn is connect with past clients and interact with the content they’re posting.
You can post your own content, including stories about how you helped a client buy or sell a home, and your insights in market trends.
You should also consider connecting with people in related industries such as mortgage brokers, real estate lawyers, home inspectors, interior designers, etc.
Conclusion
Each platform offers benefits for real estate professionals, and the best approach is often a combination of all three.
No matter which platform you choose, consistency is key. Experiment with different content types, track your engagement, and adjust your strategy based on what resonates most with your audience.
