Let’s get one thing out of the way: if you still think social media is just for teenagers doing dance trends or posting flat whites, you’re leaving serious money on the table. For modern estate agents, social media isn’t just a “nice to have” – it’s your secret weapon. Used properly, it can win instructions, boost brand visibility, build trust, and ultimately generate leads that convert.
This is your no-fluff, jargon-free guide to making social media work hard for your estate agency in 2025 and beyond.
Table of Contents for The Ultimate Social Media Playbook for Modern Estate Agents
1. Choose the Right Platforms (Spoiler: It’s Not All About Facebook)
Each social platform has its own vibe, audience, and algorithm. You don’t need to be on all of them – just the right ones for your brand and your market.
Let’s break it down:
- Facebook – Still the broadest reach for homeowners aged 35+. Great for community engagement and advertising.
- Instagram – Ideal for showcasing beautiful homes with a visual-first approach. Use Reels and Stories to keep things fresh.
- TikTok – Surprisingly powerful for local awareness and relatability. Quick tips, quirky listings, and agent personalities work well.
- LinkedIn – Often overlooked, but fantastic for positioning yourself as a market expert, especially for commercial listings.
- YouTube – Longer-form video content (e.g. tours, Q&As, neighbourhood guides) helps build brand authority.
Need help managing it all? Our social media marketing for estate agents service keeps your voice consistent and your feed working 24/7.
2. Define Your Goals and Audience
Before you post a single picture of a hallway or garden view, get clear on what success looks like. More instructions? More valuation enquiries? More traffic to your listings?
Ask yourself:
- Who are you trying to reach – sellers, buyers, landlords?
- What platform do they use the most?
- What kind of content do they engage with?
Tailoring your content to the right people on the right platform is where the real magic happens.
3. Build a Brand, Not Just a Feed
Your feed should feel like an extension of your agency – not a random scroll of listings. A consistent visual identity and voice help people recognise (and trust) you.
Branding basics:
- Use consistent fonts, colours, and filters.
- Create templates for property posts, testimonials, and local content.
- Develop a tone of voice – whether professional and informative, or light-hearted and relatable.
Want to tie your visual identity to a digital presence that converts? We also build high-performing websites for estate agents designed to support your brand across platforms.
4. Nail the Content Mix: The 60–30–10 Rule
Balance is everything. Too many sales posts = people tune out. Too much fluff = missed opportunities.
Use this mix:
- 60% helpful content – local guides, staging tips, mortgage updates.
- 30% brand-building – team intros, behind-the-scenes, community wins.
- 10% promotional – listings, valuation offers, calls to action.
This keeps your feed engaging, useful, and human.
5. Get Strategic With Video (Short and Long Form)
Video is the highest-performing format across platforms. It’s no longer optional — it’s essential.
What works:
- Instagram Reels or TikTok videos – “Top 3 staging tips to sell faster”.
- Live Q&As – “Ask an Agent Anything” sessions on Facebook.
- Day-in-the-life videos – let your audience see the real people behind the brand.
Want support crafting a short-form strategy? Try our TikTok marketing for estate agents – even if you’re camera-shy.
6. Create a Social Media Calendar (So You Don’t Lose Momentum)
The biggest barrier to consistency? Panic-posting at 7am before your first valuation.
Fix that:
- Use tools like Buffer or Later.
- Plan 2–3 weeks of content at a time.
- Schedule engagement time into your routine.
Or let us take care of the planning – our estate agent digital marketing services include social calendars that stay ahead of the game.
7. Write Captions That Spark Conversations
Don’t just describe the property. Use captions to start conversations.
Try this:
- Ask questions: “Would you choose a period or new-build kitchen?”
- Tell short stories: “This family has lived here since 1989…”
- Include CTAs: “Tap for a viewing link”, “DM us for floorplans”.
Struggling with ideas? How to Write Property Listings That Google (and Buyers) Love is a great place to start.
8. Engage, Don’t Just Broadcast
Posting without engaging is like shouting into a megaphone in an empty room. Social is two-way.
Daily tasks:
- Reply to every comment and DM.
- Like and comment on local business posts.
- Join local Facebook Groups as your business and participate.
This boosts your visibility – and your credibility.
9. Boost Your Best Posts With Ads
If a post is performing organically – don’t waste the moment. Boost it.
Best practices:
- Target geographically to stay hyperlocal.
- Use CTA buttons: “Book your free valuation”.
- Track actual leads, not just likes.
We manage high-performing Facebook and Instagram ad campaigns that turn scrolls into seller leads.
10. Track What Works (And What Doesn’t)
You can’t improve what you don’t measure.
Keep an eye on:
- Website clicks from social
- Lead form completions
- Post engagement rates
- Audience growth
Use Meta Business Suite, Google Analytics, and UTM tracking to see where your best leads are coming from. Our estate agent PPC services integrate all of this data into a clear view of ROI.
11. Use Testimonials and Success Stories
Social proof turns browsers into believers.
Try:
- Turning 5-star reviews into visual quote cards.
- Video clips from happy sellers.
- Before-and-after images of staged homes that sold fast.
Client success should be front and centre – just make sure you have permission to share.
12. Collaborate With Local Influencers and Businesses
Strategic partnerships expand your audience fast.
Ideas:
- Run a giveaway with a local bakery or cafe.
- Interview a mortgage broker in a live stream.
- Feature an interior designer’s tips on staging.
Build your local digital network – it’s just as valuable as your real-life one.
13. Don’t Forget Stories and Reels
Reels and Stories are where visibility happens – especially if you’re posting frequently.
Content ideas:
- Just-listed walkthroughs
- Morning routines from your team
- Weekly “myth-busting” videos
For inspiration, see our blog on 7 TikTok Video Ideas Estate Agents Can Use to Build Local Buzz.
Final Word on The Ultimate Social Media Playbook for Modern Estate Agents: Social Media Is No Longer Optional
Estate agents aren’t just competing for listings – you’re competing for attention. Social media is where that attention lives.
The agents who win in 2025 are:
- Consistent
- Brand-focused
- Human in tone
- Strategic in execution
Want a playbook tailored to your agency? Get in touch about our social media marketing services, or book a free digital strategy consultation today.
Because your next instruction might start with a scroll – not a valuation request.