How do you effectively utilize social media to generate leads for your real estate business? What platform or strategy has been most successful for you?

Question

Discover powerful social media strategies that can revolutionize your real estate lead generation. This comprehensive guide draws on insights from industry experts to help you navigate the digital landscape effectively. From leveraging local Facebook groups to mastering Instagram's visual appeal, these tactics will elevate your online presence and attract potential clients.

Yancy Forsythe · Answer

To generate leads through social media, I focus on consistency, storytelling, and targeting local pain points. Instead of blasting listings, I use platforms like Facebook and Instagram to share real stories—before-and-after photos, seller success stories, and quick videos that answer common questions like "Do I need to make repairs before selling?"
What's been most successful is local content that solves problems—like "3 ways to sell your house fast in [city] without an agent." I pair that with short-form videos and use location-specific hashtags and modest ad spend to boost posts to homeowners in our target zip codes.
The goal isn't just to be seen—it's to be remembered when someone needs to sell. Leads don't always come instantly, but with the right strategy, they come steadily.

Jason Moss · Answer

The most successful strategy for generating real estate leads is posting hyper-local content in targeted Facebook groups. I join groups like "[City] Real Estate Investors" and share quick tips, such as "3 ways to spot undervalued rentals in [neighborhood]," with a link to a lead magnet on my website, like a free market report. I keep the content helpful, not salesy, and engage with comments to build trust.
Facebook groups work best because they're filled with motivated buyers and investors who trust community input. One post in a 10,000-member group drove 200 clicks to my site in a week, resulting in 15 leads, with 2 converting to clients. It surpasses broad ads by focusing on niche audiences, and the organic buzz from group shares amplifies my reach. Simply post 1-2 times weekly and follow up quickly to keep the pipeline flowing.

Betsy Pepine · Answer

Social media is now an integral part of real estate, and I know how to leverage it to its fullest potential. The key lies in strategy and consistency. I upload content on Facebook, Instagram, and LinkedIn, sharing information that provides real value to my audience. From market news to tips on purchasing a home and success stories, I aim to share information that will help people make informed decisions. This approach positions me as an authoritative figure, and leads are generated as a result.
Instagram has been the most effective platform for my business. As a visual platform, it allows me to showcase listings in an attractive manner, posting high-resolution images, virtual tours, and community features. Reels and Stories have proven to be incredibly helpful in building interest and creating urgency for new listings or open houses. Additionally, Instagram's sponsored posts help me target the right audience, ensuring my information reaches active buyers or sellers.
I've found that being authentic and engaging is crucial. People want to work with real individuals, not faceless businesses. Interacting with customers by responding to comments, liking posts, and having genuine conversations through direct messaging have all played a significant role in developing a strong, loyal following. It's not so much about selling houses; it's about building connections that lead to long-term success.

Jock Breitwieser · Answer

At ADU Marketing Pros, we have discovered that Instagram is our most effective real estate lead generation platform due to its highly visual nature and targeting capabilities. Our data indicates that real estate professionals who consistently post before-and-after transformation-type content weekly generate three times more qualified leads than those using traditional listing posts alone.
The strategy that delivers the highest ROI isn't just posting property photos; it's implementing what we call our 'Space Transformation Framework.' This approach showcases the journey of converting underutilized spaces into income-generating ADUs through sequential posts that tell a complete story. When these posts include specific metrics like 'This garage conversion now generates $2,200 monthly income,' we see lead quality improve dramatically with conversion rates increasing by over 30%.
For platform-specific tactics, we've found success with Instagram Stories for day-to-day construction updates, carousel posts for before/after comparisons, and IGTV for virtual tours. We supplement this with targeted ads using custom audiences built from website visitors interested in ADU content. This multi-format approach on a single platform has proven more effective than spreading efforts across multiple platforms with less consistent messaging.

Parker McInnis · Answer

Effectively using social media to generate leads in real estate comes down to consistency, authenticity, and strategy. In my experience, the most successful approach has been combining educational content with behind-the-scenes footage of flips, walkthroughs, and client stories. People want to see not just the finished product, but also the process--and more importantly, they want to connect with a real person, not just a business.
Instagram and Facebook have been the most productive platforms for me. Instagram is great for visually showcasing properties, before-and-afters, and quick video reels that highlight features or offer tips to buyers and sellers. Facebook, on the other hand, works well for longer-form posts, community engagement, and targeting local homeowners through paid ads or neighborhood groups.
Reels and short-form videos have become a go-to strategy because they're getting the most organic reach. I use them to offer quick real estate tips, bust myths, or walk through real-time renovations. I also repurpose that content across platforms, including TikTok and YouTube Shorts, to stretch the value out of each piece.
That said, the key to turning followers into leads is making it easy for them to reach out. I always include a call-to-action--whether that's booking a free home evaluation, sending a DM, or clicking a link to fill out a short seller form. And I respond fast. Social media leads expect a quick reply, so speed to lead is everything.
Ultimately, the platforms and content formats evolve, but what never changes is the importance of showing up consistently and building trust. That's what turns engagement into deals.

Jerry Hendriks · Answer

In real estate, social media isn't about blasting listings — it's about building relationships and community trust. For us, Facebook and Instagram have been the most effective platforms because they allow for a mix of professional updates and personal connections.
We focus on posting consistently about local events, behind-the-scenes insights, market updates, and success stories — not just "for sale" properties. We also prioritize genuine engagement: replying to comments, celebrating client milestones, and offering helpful advice.
That said, content remains a challenge — for us and for many realtors. We are always looking for ways to improve the quality, consistency, and creativity of our social media and online presence. It's a work in progress, but we know that building authentic, helpful content pays off over time.
— Jerry Hendriks, Broker of RecordRE/MAX Hendriks Team Realty, Niagara & Hamilton

Anthony Mc Cann · Answer

Social media is one of the most powerful methods for generating real estate leads if used purposefully. Instead of simply posting to stay visible, we focus on creating genuine engagement and value-driven content that speaks directly to our target market.
Our strategy begins by establishing where our potential buyers and sellers are spending time. Instagram and Facebook have been our most effective platforms, especially when used in conjunction with hyper-local postings and purposeful calls to action on our part. However, we don't simply post listings. We leverage social media as a platform for narrative to showcase local neighborhoods, share client success stories, and answer common questions about the buying or selling process.
One approach that always guarantees results is running targeted video ads. Short, authentic videos like home tours, renovation behind-the-scenes, or brief market updates tend to perform extremely well, especially when we market them to a targeted geographic audience. These aren't just visibility videos; they are designed to spark conversations, drive traffic, and capture leads.
We've also succeeded by linking content to places like FindQo.ie, where individuals are proactively looking for real estate tips and trusted agents. For example, we might write about "Top 3 Mistakes First-Time Buyers Make" with a swipe-up to our full article on FindQo.ie. This enables very interested users to be directed to a longer piece of content where we offer downloadable checklists or local guides in exchange for contact details.
Most importantly, we treat each interaction, comment, like, or private message as a lead. Fast replies, solid advice, and relevant content matter a great deal in turning passive fans into active customers.
In short, social media is not a broadcast medium; it's about building relationships. Used intelligently and supported by strong platforms like FindQo.ie, it's one of the cheapest and most scalable lead generation tools in modern real estate.

Joseph Commisso · Answer

I use social media to build trust by sharing real before-and-after renovation stories, seller testimonials, and quick educational videos about how our process works. The goal is to show that we're real people solving real problems — not just another cash buyer. Facebook has been the most successful platform for generating leads because of its local community reach and ability to target distressed homeowners through boosted posts and neighborhood groups. One strategy that works well is posting "Just Bought" stories with a relatable caption that highlights the seller's situation and how we helped. It creates social proof and encourages others in similar situations to reach out.

Patrick Schultz · Answer

For our real estate business, Facebook ads have been one of the most effective tools for generating leads—especially when targeting local Dallas/Fort Worth homeowners looking to sell their houses for cash.
The reason? It's all about alignment. Facebook skews toward an older demographic, and that's exactly whom we're trying to reach. According to Federal Reserve data, baby boomers hold nearly 50% of the home equity in the U.S. housing market. That means the people most likely to have a paid-off house—and to consider a cash offer—are already active on the platform.
Facebook ads allow us to speak directly to them. We can show our faces, explain how the process works, and build trust. It's personal, localized, and powerful. With the right targeting and message, Facebook becomes more than just a marketing channel—it becomes a direct line to our ideal sellers.

Adam Hutcheson · Answer

Effectively utilizing social media to generate leads in real estate comes down to consistency, authenticity, and providing value. I've found that Instagram and Facebook have been the most successful platforms for me, especially when paired with strategic content and community engagement.
On Instagram, I focus on visually appealing content--property tours, behind-the-scenes of my day as an agent, client testimonials, and neighborhood spotlights. Reels and Stories are particularly excellent for live interaction and quick updates. I also use targeted hashtags and geotags to maximize discoverability.
Facebook has worked for me in terms of hosting targeted ads and establishing relationships through community groups. I put out value-driven content on a consistent basis--home-buying tips, market trends, and success stories. I also conduct live sessions periodically to answer FAQs, which establishes trust and makes me an authority.
My most successful strategy overall has been a combination of:- Educational content (tips, infographics, brief videos)- Client-based storytelling (posting real-life success stories)- Lead magnets, like a free buyer/seller guide, offered in exchange for email subscriptions- Follow-up with DMs and personalized video messages to interested leads
Ultimately, it comes down to being visible, being real, and being genuinely useful. When folks can tell that you're enthusiastic and knowledgeable, they're more likely to contact you when they're ready to make a move.

Johan Hajji · Answer

Social media plays a big part in bringing in strong leads in real estate and property management. The trick to doing well is picking the best platforms, sharing useful content, and making sure your message matches what your audience needs.
In real estate, Instagram and Facebook work best. Instagram gives a great space to show off properties with plenty of photos and videos. Facebook is still great when aiming at certain groups through focused ads and chatting with communities. Both platforms help a lot with retargeting, which is super helpful to turn curious users into real leads.
Content drives every successful social media game plan. Great posts cover property tours, makeovers before and after, stories from happy clients, advice on investments, and updates about local real estate trends. These formats help gain trust, spark conversations, and show off know-how. Sharing useful info—like expected rental yields in different areas or tips on managing local rules—gets more attention than hard-sell posts.
Another big part of success comes from using paid ads with strong ways to collect leads. Running ads aimed at specific groups, like landlords in certain neighborhoods or investors from overseas, paired with streamlined landing pages or forms, boosts conversions. Facebook's Lookalike Audiences and Instagram Story Ads work well to reach the right crowd.
Consistency and responsiveness hold a lot of importance. Posting often, replying to comments, and answering questions help create trust and guide potential clients through the process.
With proper strategy, social media works as more than just a way to build a brand. It becomes an affordable and direct way for real estate experts to bring in leads.

Ryan Chaw · Answer

As a seven-figure investor, I've found that advertising my rentals in local Facebook housing groups has been really effective. I rent to college students, so I post ads of my rentals with great pictures and a map showing the distance to campus. Since many students don't have cars, easy walking distance to school is a huge plus for them. This principle applies no matter who your target audience is: think about what they're looking for, and provide it to them. With this Facebook strategy, I get about 10-12 leads within a few days of posting my ads, which gives me plenty of potential renters to choose from.

12 Social Media Strategies to Generate Real Estate Leads

12 Social Media Strategies to Generate Real Estate Leads

Share Stories and Target Local Pain Points

Post Hyper-Local Content in Facebook Groups

Leverage Instagram for Visual Real Estate Marketing

Showcase ADU Transformations on Instagram

Create Engaging Content Across Multiple Platforms

Build Trust Through Community-Focused Social Media

Combine Platforms for Targeted Lead Generation

Use Facebook to Share Relatable Success Stories

Target Baby Boomers with Facebook Ads

Provide Value and Engage on Instagram

Utilize Paid Ads and Retargeting Strategies

Advertise Rentals in Local Facebook Groups