The real estate sector, long dominated by traditional forms of marketing and publicity, is undergoing a significant transformation. In the age of social media, it is no longer enough for real estate companies to rely solely on brochures, billboards, or print ads to attract buyers. Social media platforms—particularly Instagram, Facebook, Twitter, LinkedIn, and even TikTok—have become central to real estate publicity strategies. In fact, savvy developers and agents now view social media not just as an optional tool, but as an essential part of their marketing and brand-building efforts.
When done right, social media can be a game-changer. It allows real estate professionals to engage with potential buyers and tenants in a personal, authentic way. Social media’s ability to showcase properties, tell stories, and engage with customers in real-time offers a level of interactivity and immediacy that traditional methods cannot match. But it’s not just about posting beautiful photos or promotional videos—successful social media campaigns in real estate rely on creating community, building trust, and fostering genuine connections.
Let’s break down why social media can be a powerful tool for real estate PR, and explore a few case studies where it has been executed particularly well.
1. The Visual Appeal of Real Estate on Instagram
Real estate is inherently visual, and Instagram is the ideal platform to showcase this. The app’s emphasis on stunning visuals—photos, videos, Stories, and Reels—has made it the go-to platform for showcasing properties, design details, and architecture. Developers, agents, and property managers have learned to use Instagram not only as a space to show off properties but as a brand-building tool that tells a story. A recent example of this is The Collective, a co-living space in London. Their Instagram account is a perfect blend of lifestyle imagery and real estate promotion. They post high-quality images of their unique spaces, but also images that promote their community and the social aspect of their living environment. This approach is not just about selling a place to live; it’s about selling an experience—a sense of belonging, connection, and shared values.
In terms of engagement, Keller Williams, one of the largest real estate franchises globally, has embraced Instagram as a major part of its marketing strategy. They regularly post virtual tours, local market updates, and success stories from both agents and clients. The posts blend high-quality visuals of homes with captions that inform followers about neighborhood trends, home-buying tips, and customer testimonials. This informative approach helps build credibility and trust with an audience, and it’s not just about pushing properties.
For luxury real estate, Instagram is an invaluable platform for creating aspirational content. Developers like One57 in New York City and The Shard Residences in London have used Instagram to generate excitement around their high-end properties. For these brands, social media helps them convey a sense of exclusivity, quality, and status. Through high-end photography, videos, and branded content, these projects position themselves as aspirational, attracting affluent buyers and investors.
2. Facebook Ads and Targeted Marketing
While Instagram may attract the most attention for real estate professionals, Facebook remains a powerful tool—especially when it comes to targeted advertising. Facebook’s robust advertising platform allows real estate marketers to specifically target potential buyers based on geographic location, income level, age, and even interests. This makes Facebook ads incredibly effective for real estate PR, especially when promoting properties in specific markets or neighborhoods.
A good example of effective use of Facebook Ads is Redfin, an online real estate company that has successfully integrated Facebook’s paid advertising tools into its marketing strategy. Redfin uses Facebook to promote properties to highly specific demographics, targeting people who are actively searching for homes in a given location. The ability to show highly targeted ads based on behavioral data allows companies like Redfin to focus on high-quality leads, ensuring that their campaigns yield a high return on investment.
Additionally, Facebook’s community-building potential allows agents to create local neighborhood groups, share real estate tips, and promote events. For example, Berkshire Hathaway Home Services in Southern California has effectively used Facebook to connect with buyers and sellers by promoting open houses, showcasing virtual tours, and even sharing market insights in a way that directly resonates with the local community.
3. Twitter and LinkedIn: Building Thought Leadership and Industry Authority
Real estate professionals have also found success with platforms like Twitter and LinkedIn—two networks that focus more on professional relationships, industry trends, and real-time updates. While Instagram and Facebook may dominate the visual space, Twitter and LinkedIn offer opportunities for real estate professionals to demonstrate their expertise, share insights, and engage with other professionals in the field.
Ryan Serhant, a well-known real estate broker in New York and star of Million Dollar Listing New York, uses Twitter and LinkedIn not only to promote properties but to share his thoughts on the real estate market, leadership, and entrepreneurship. His Twitter feed is a mix of motivational quotes, market insights, and updates about his real estate ventures. This positions him as a thought leader in the industry, and as a result, attracts a wide range of followers—from potential buyers to other real estate professionals and even media outlets.
On LinkedIn, Zillow has built a solid presence by focusing on providing industry insights, market research, and trends. Real estate professionals on LinkedIn can take advantage of its professional networking capabilities by sharing blog posts, articles, and infographics that provide real value to potential clients and industry peers. Zillow’s posts about real estate market trends, new technology, and data-driven insights not only promote their platform but also establish them as thought leaders in the real estate tech space.
Additionally, Twitter’s real-time nature allows real estate companies to respond quickly to breaking news or market shifts, positioning themselves as up-to-date and knowledgeable. Real estate professionals use Twitter to comment on local or national news, whether it’s a change in interest rates or a new government policy impacting housing. This adds to their reputation as informed, engaged, and approachable.
4. Virtual Tours and Facebook Live for Real-Time Engagement
One of the most significant trends in real estate PR is the rise of virtual tours and live-streaming on social media. Platforms like Facebook Live and Instagram Live have proven to be invaluable tools for agents looking to engage directly with potential buyers in real time.
Douglas Elliman, a luxury real estate firm, used Facebook Live to give viewers a real-time, virtual tour of some of their most prestigious properties in New York. By broadcasting the tour live, they offered a more authentic and personal experience for prospective buyers who couldn’t be there in person. During the tour, agents interacted with viewers in the comments section, answering questions and offering additional insights about the property.
In the midst of the COVID-19 pandemic, virtual tours became a lifeline for many real estate agents. Instagram and Facebook were used for live, interactive open houses that allowed prospective buyers to “tour” homes and ask questions directly. Opendoor, the tech-driven real estate company, made heavy use of this trend, providing Facebook Live tours that allowed interested buyers to view properties and interact with agents virtually. The success of these virtual tours speaks to social media’s power not just as a marketing tool, but as a way to enhance customer experience and drive sales even during challenging times.
5. TikTok: The New Frontier for Real Estate Engagement
While Instagram and Facebook have long been the mainstay of real estate marketing, TikTok has emerged as the newest platform with a rapidly growing audience. Initially known for its dance challenges and viral memes, TikTok has quickly become a powerful platform for real estate PR, particularly for younger buyers and renters. The short-form video format on TikTok provides an opportunity to showcase properties in a more dynamic and engaging way.
Real estate agents like Graham Stephan and Enes Yilmazer have built substantial followings on TikTok by sharing quick, engaging property tours, tips for home buyers, and behind-the-scenes looks at the real estate process.Graham Stephan, a real estate agent in Los Angeles, gained popularity for his candid, entertaining takes on the housing market and personal finance. His videos often feature humorous, insightful commentary about the real estate industry, attracting a broad audience of young people who are curious about buying their first home or investing in real estate.
For developers and luxury real estate agents, TikTok offers the chance to showcase homes in a more playful, creative way. Luxury properties are often featured through fast-paced, visually compelling videos that highlight the property’s unique features—think panoramic views, sprawling estates, and high-tech amenities. For example, The Oppenheim Group, a luxury real estate firm featured on Selling Sunset, has a TikTok account dedicated to showcasing their multi-million-dollar listings in visually stunning videos, complete with trendy music and engaging editing.
6. The Importance of Authenticity and Community Engagement
In an era where consumers are increasingly skeptical of traditional advertising, authenticity has become one of the most important factors in real estate PR. Social media allows brands to communicate directly with their audience, creating a more personalized, approachable experience. For real estate professionals, this means engaging with clients and communities in an open, transparent way.
Real estate agents like Barbara Corcoran have mastered the art of authenticity in social media marketing. Corcoran, the founder of The Corcoran Group and a well-known investor on Shark Tank, is active on Instagram, where she shares business advice, success stories, and personal moments. Her posts offer a behind-the-scenes look into her life and her work, creating a sense of connection and trust with her followers.
Another example of effective community engagement is the #OpenHomesTour hashtag on Instagram. This grassroots movement has been championed by agents and developers across the U.S. and Europe, offering virtual open houses where followers can virtually tour homes in different cities. By interacting with potential buyers and sellers in real-time, agents are able to build trust, educate their audience, and offer real-time answers to questions—fostering a sense of community around the real estate process.
Social media has become an essential tool in modern real estate PR. From Instagram’s visual appeal to Facebook’s targeted advertising, and from Twitter’s thought leadership to TikTok’s dynamic storytelling, each platform offers unique opportunities for real estate professionals to engage with clients and communities in meaningful ways. Whether showcasing a multi-million-dollar penthouse or offering virtual tours for first-time homebuyers, social media’s ability to create interactive, authentic, and compelling narratives has revolutionized how real estate professionals communicate with their audience.
The real estate industry is no longer solely about selling homes—it’s about building relationships, trust, and a sense of community. Those who embrace this shift and use social media creatively and strategically will be poised to thrive in a competitive market. Social media in real estate PR, when done right, is a powerful force that can elevate both brands and the buyer experience in unprecedented ways.