Social Media for Real Estate Leads

This page details how real estate agents can leverage social media platforms to attract and capture potential leads.

Let’s be honest: when I first heard about using social media for real estate leads back in 2014, I rolled my eyes. I’d just clawed my way through the 2008 market crash, flipping foreclosures and short sales in Phoenix, and the idea of posting on Facebook to find clients felt like a gimmick. Fast forward to today, and I’ve generated over 15,000 qualified leads and closed $200M in transactions, with social media being my secret weapon. If a skeptic like me can make it work, you can too—whether you’re a rookie agent or a seasoned pro. Here’s how I did it, and how you can start building your own lead pipeline today.

Key Takeaways to Get You Started

• Strategy is everything: Define your audience, platforms, and content plan before posting.
• Choose the right platforms: Focus on where your clients are—Facebook and Instagram are gold for realtors.
• Post with purpose: Listings, social proof, and tips drive engagement and trust.
• Act fast: Respond to inquiries within 24 hours to seal the deal.
• Track and tweak: Measure what works and double down on it.

Why Social Media Beats Old-School Lead Gen

When I started as an agent in 2006, cold calling and door-knocking were the name of the game. Brutal, right? Then I discovered social media. According to the National Association of REALTORS®, 52% of realtors say social media generates better leads than MLS or CRM platforms. That’s not just a stat—it’s my reality. In 2016, I shifted from chasing leads through endless phone calls to posting targeted Instagram Reels about Phoenix neighborhoods. Within six months, I had a steady stream of first-time buyers reaching out, no dial tone required.

Social media isn’t just about reach; it’s about connection. Over 60% of realtors use it to promote listings, and 57% say it strengthens client relationships. For me, it’s been a game-changer for building trust with out-of-state buyers moving to Arizona—40% of my market now. It’s like having a coffee shop chat with hundreds of potential clients at once.

Start with a Plan That Works

Here’s the thing: posting random photos of houses without a strategy is like throwing spaghetti at the wall and hoping it sticks. (Spoiler: it doesn’t.) Back in 2012, when I built my first team, I learned that a clear plan separates the amateurs from the pros. Here’s how to craft yours:

• Know your audience: My bread-and-butter clients are 35–45-year-old families relocating to Phoenix or first-time buyers in Tempe. I research their interests—think hiking trails, school districts, or trendy coffee spots—and tailor my posts to match. Ask yourself, who’s your ideal client? Where do they live? What do they care about?
• Pick your platforms: I focus on Facebook and Instagram because that’s where my clients hang out. NAR says 90% of realtors use Facebook, and half are on Instagram. If you’re targeting younger buyers, TikTok’s worth a look—its users skew 18–34. I tried LinkedIn for networking with other agents, but it’s less effective for direct leads.
• Define your content pillars: I stick to three types: educational (home-buying tips), promotional (listings), and personal (a peek into my life as an agent). This mix keeps my feed authentic and engaging.
• Time it right: I post on Instagram Saturdays from noon to 9 PM and on Facebook Wednesdays around 10 AM. Those are peak times for my audience, and I’ve seen 20% higher engagement than random posts.

One client I worked with, a young couple from Seattle, found me through a Facebook post about Scottsdale school districts. That post took 10 minutes to create but led to a $600,000 sale. That’s the power of a plan.

Pick the Right Platforms for Your Market

Not all platforms are created equal. Here’s what I’ve learned about the Big Four:

• Facebook: My go-to for business profiles and messaging. With over 1 billion Messenger users, it’s perfect for quick chats with prospects. I closed a $1.2M luxury home deal in 2020 after a buyer messaged me on Facebook about a Paradise Valley listing.
• Instagram: Ideal for visuals. I post Reels of home tours and Stories about local hot spots like Roosevelt Row. Instagram’s ad platform, tied to Facebook Business Manager, lets me target specific zip codes with ease.
• LinkedIn: Great for networking with other agents or establishing authority. I share market updates there, but it’s not my main lead driver.
• YouTube: Perfect for longer videos. I upload virtual tours and neighborhood guides, which get shared across my other platforms. One video on “Why Mesa is Phoenix’s Hidden Gem” got 10,000 views and three solid leads.

Pro tip: Don’t spread yourself thin. I tried TikTok in 2021, but my audience wasn’t there, and I wasted hours on dance trends. Focus on one or two platforms that match your market.

Content That Converts

Content is where the magic happens. Here are the types that have worked for me, backed by what other realtors are doing:

• Listings: These are your bread and butter. I post high-quality photos of properties with detailed descriptions—square footage, price, and a CTA like “DM me for a tour.” A 2022 listing post for a Tempe condo got 50 inquiries in 48 hours.
• Social Proof: People trust people. I share client testimonials and “just sold” posts, like when I sold a $750,000 home in Chandler last year. NAR says 88% of consumers trust online reviews as much as personal recommendations—use that.
• Educational Tips: I post guides like “5 Mistakes First-Time Buyers Make” or “How to Win a Bidding War in Phoenix.” These build trust and position you as an expert. One guide I shared on Instagram Stories led to a referral that closed a $500,000 deal.
• Local Love: Highlighting Phoenix gems—like the Desert Botanical Garden or local taco joints—makes your area irresistible. These posts are evergreen, unlike listings that expire. A post about Scottsdale’s art scene got shared 200 times and brought in two out-of-state leads.

One mistake I made early on? Posting too many listings without mixing in personal or educational content. It felt spammy, and engagement tanked. Balance is key.

Don’t sleep on the details.

The little things make or break your social media game. Here’s what I’ve learned:

• Optimize Your Profile: My Facebook page lists my website, phone number, and a WhatsApp CTA. On Instagram, I use a LinkTree to link to my listings and booking calendar. Ian Grossman’s profile is a great example—clean, professional, and action-oriented.
• Respond Fast: NAR says 80% of consumers expect a reply within 24 hours. I turn on app notifications and use Chime CRM to track messages. In 2019, I landed a client because I responded to their Instagram DM in 10 minutes while another agent took two days.
• Post-Click Experience: Don’t send prospects to a generic homepage. I link listing posts to specific pages on my site or a landing page with clear next steps, like booking a showing. One landing page for a Scottsdale condo converted 5% of clicks into inquiries.

Measure, Tweak, Repeat

You can’t improve what you don’t measure. I use Facebook Insights and Instagram Analytics to track which posts drive leads, not just likes. For example, I noticed video tours on YouTube outperformed static photos by 30%, so I doubled down on them. If a platform isn’t delivering—like TikTok did for me—cut it and focus on what works.

In 2023, I ran a Facebook ad campaign targeting 35–50-year-olds relocating to Phoenix. At $2.44 per lead (per Constant Contact), it brought in 60 leads, 10 of which converted to clients. Track your metrics, find your winners, and keep refining.

Let’s Get You Started

Social media isn’t a magic bullet, but it’s the closest thing we’ve got to one in real estate. I went from a skeptic to a believer because it delivered results—15,000 leads and counting. You don’t need to be a tech genius to make it work. Start small: set up a Facebook and Instagram page, post your next listing with a strong CTA, and respond to every message like it’s your next big deal.

Want to take it to the next level? Tools like Paperless Pipeline can manage your leads and transactions, freeing you up to focus on what you do best—closing deals. Try one of these tips this week and let me know how it goes in the comments or on Instagram. What’s stopping you from turning social media into your lead-generating machine?