The real estate sector has been in the midst of digital transition over the past several years as more buyers begin their pursuit of a dream home or an investment property online.

For many agents, this shift meant realigning their marketing strategies to suit changing buyer behaviours – and research has shown that among the most effective ways to achieve this is by building their online presence.

A 2019 study by the US National Association of Realtors (NAR) has found that 88% of all buyers use the internet to search for homes. In terms of age groups, millennial and Gen Y buyers rely on online research the most, with 92% opting to start their property search via the internet. The report also revealed that internet usage decreased with age, with only half of the silent generation or those aged 73 to 93 going online to look for properties.

Although no figures are available yet for Australian buyers, these numbers reflect the global real estate sector’s increasing reliance on digital marketing.

What are the best social media platforms for real estate marketing?

According to the NAR study, 97% of realtors picked Facebook as the most preferred social media marketing tool. This is followed by LinkedIn at 59% and Instagram at 39%. Only a third of respondents chose Twitter as the top platform for online marketing. Other social media channels that agents can use include YouTube, Pinterest, and Snapchat.


Most property agents choose Facebook as the primary social media tool to market their business – and it doesn’t come as a surprise. Facebook’s strength lies not only on its features, but also on the platform’s user demographics.

A large chunk of Facebook’s target audience belongs to the millennial and Gen Y bracket or the age group that this mostly earning an income and capable of buying a home. The platform also boasts multiple business features that allow users to publish listing-related updates and content, communicate with clients, book appointments, and curate reviews.

Additionally, Facebook’s ad feature enables agents to directly target users who are showing interest in purchasing a property in a particular area.


LinkedIn is another platform dominated by the millennial, Gen X and Gen Y demographic. Although it is not typically a channel used by agents to find clients, LinkedIn is an effective tool for building a network with other real estate professionals.

Realtors can also use their digital resume to demonstrate their industry experience, which is a great way to build their online presence.


Instagram is the perfect platform for posting images and videos, which help in attracting potential buyers. For this reason, many luxury or boutique real estate businesses consider Instagram as a primary rather than a secondary social media marketing channel. The tool’s Instagram Stories feature also allows agents to post quick and personalised updates about their property listings.


Realtors often use Twitter to find and follow current and previous customers, and other real estate professionals who they can interact and share personalized content with. Twitter also allows users to share images and videos.

How can agents build their social media presence?

1. Post great content

Sharing important, relevant, and attractive content is one of the most effective ways to boost social media presence. This includes high-quality images and videos of the properties listed. Presenting interesting facts and features about a property can get potential buyers talking and increase engagement.

2. Take advantage of hashtags

Hashtags make it easier to discover posts centred around a specific topic. The use of real estate or property hashtags help customers find listings on a specific location, so it pays for agents to incorporate these in their social media posts. 

3. Grow your network

When used the right way, social media can help realtors establish a good reputation within the real estate circle and open opportunities to connect with clients and other professionals. Always remember that the primary purpose of social media is to build a solid network – selling a property is often a result of the strong connections and relationships established through these platforms.

How can investors use social media to hire the right real estate agent?

Having the right estate agent can often lead to success in property transactions – and as the property sector undergoes a digital transformation, having a technological-savvy agent brings a lot of benefits.

“In today’s world, social media advertising plays a heavy role in the real estate industry,” says Rebecca Cardamone, director of digital marketing at Melbourne-based Ace Property Agency.

“Vendors and investors must think innovatively and creatively when it comes to selecting the right agent to represent them, so they see the best possible return. It is important to choose an agent that is adapting to the times and can offer you the most exposure possible.”

She shares these tips on how investors can use social media to find the best agent.

1. Check if the agent you are interested in has a social media presence.

“You want someone who can adapt to the times, be innovative and capture the attention of as many buyers and renters as possible for you.”

2. Check the content of their posts.

“Are they consistently posting open homes and rentals? This will tell you if they are making that extra effort to invest in their clients and try to get them extra exposure. Going above and beyond for clients is what you want!”

3. Find out if they have a strong following and getting lots of engagement.

“As an investor, you want maximum exposure – or competing agents on social media may steal buyers and renters from underneath you.”

4. Check what types of properties the agent is promoting.

“This can tell you what niche is important to them and offers some credibility that they are working for clients similar to you.”

5. Find out their morals and values.

“Do they have a community-based account or strictly post rentals and sales only? Do they share personal and fun information about their staff? Do they share testimonials? This will help determine if their values align with yours and if you will work well with them.”

6. See to it that your agent is innovative and fun.

“Are they creative in their social media approach? If they are creative and fun – expect your working experience with them to be similar.”