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The Real Estate Agent's Guide to Social Media

The Real Estate Agent's Guide to Social Media

The Visual First Impression

The first thing your followers see determines whether they stick around. A strong image or video can be the difference between a scroll and a click. Professional photos and video content make a difference—not just in how the property looks, but in your branding.

Do it like this:
Use a professional photographer for listings and presentations. Create 60–90 second video tours with a voice-over describing the details. Use drone footage to showcase the surroundings. Share “before/after” posts of renovated properties, and present them with themes like “Perfect for Families” or “Urban Lifestyle.”

The Expert People Remember

When you share concrete and useful knowledge, you position yourself as someone who understands the market and helps people navigate it. This builds relationships and authority—even with those not ready to buy or sell yet.

Do it like this:
Create short videos with titles like “5 Things You Need to Know Before Buying an Apartment in Copenhagen.” Use Instagram carousels for “Top 3 Mistakes Sellers Make” or “How We Value a Property.” Use stories for quick tips. Create infographics with housing market data and explain what it means for your followers.

Local Focus Has Local Impact

You don’t need national fame—you need to be top-of-mind in your local area. You sell in the neighborhood, so your visibility should be local too.

Do it like this:
Use hashtags like #ValbyHomes, #FrederiksbergForSale or #CopenhagenAgent. Geotag every post with the property’s location—like “Vesterbro,” “Rødovre.” Make posts with local angles like “Here’s Why Ørestad Has Become So Popular with First-Time Buyers.”

It’s About Rhythm, Not Volume

Algorithms and followers respond well to consistency. It doesn’t have to be complicated—just consistent.

Do it like this:
Create a simple content plan. For example:

Relationships Build Trust

Social media isn’t just about exposure—it’s about interaction. When you engage with your followers’ comments and questions, you show that you’re accessible and interested.

Do it like this:
Ask questions at the end of your posts: “Would you live here?” or “What matters more to you—balcony or bathtub?” Reply to all comments and messages—preferably quickly and with personality. Use polls in stories like “Kitchen island or dining table?” or “Do you own or rent?”

Paid Visibility – Strategic and Targeted

Organic reach has limits, and paid content is often necessary to reach the right people—especially locally.

Do it like this:
Run ads on Facebook and Instagram targeting people in specific zip codes, age groups, or with an interest in the housing market. Promote listings that are “for sale now” or “just sold.” Use retargeting for people who visited your website or engaged with past posts. Advertise guides like “Get Our Free 2025 Home Selling Guide.”

Use the Format That Works

Stories and reels get seen more and faster than regular posts. Use them to show your expertise, your daily life, and your personality.

Do it like this:
Share your daily life as an agent—showings, valuations, client meetings. Use reels for “Top 3 Properties We Love This Week” or “1 Thing You Shouldn’t Do When Selling.” Also share fun or honest behind-the-scenes clips. Always include captions—most people watch without sound.

Show That You Get Results

Trust comes from proven results. The more you show that your clients are happy, the stronger your position becomes.

Do it like this:
Share photos of happy buyers and sellers (with permission). Post stories about homes that “sold in 6 days” with a short explanation of how you did it. Share testimonials from Google or Facebook as quotes in graphics. Create posts like “Hear What Maria Said About Working With Us”—preferably as a video or with text.

FAQ: Social Media for Real Estate Agents

How do I get started if I’ve never used social media professionally before?
Start with one platform—Instagram or Facebook—and focus on consistency. Use a content plan with fixed post types, and repurpose the content you already have (photos, descriptions, valuations).

How often should I post?
2–3 times a week is enough, as long as you’re consistent. The most important thing is that your followers know what to expect and that you keep your profile active.

What works best—images, video, or text?
Video generally performs best, especially reels and stories. But strong images with short, precise text also work. Use a mix and track what your audience responds to.

How do I measure if it’s working?
Monitor reach, engagement (likes, comments, shares), and clicks to your website. It’s also worth asking new clients how they found you.

Do I have to do everything myself, or can I get help?
You can absolutely do it yourself, but many agents get help with parts of the work—like photography, video editing, or advertising. The most important thing is that your voice and style are recognizable.

Are paid ads necessary?
Not necessarily, but they can make a big difference—especially locally. Use them strategically: for new listings, guides, or retargeting previous visitors.

What if I run out of content ideas?
Use your everyday life: showings, client questions, market stats, quick tips, reviews. Everything you already do can become content. Alternatively, just ask—I can help with a specific content plan.

Which platform should I focus on—Instagram, Facebook, or something else?
Start where your audience is. Facebook is often strong for home sales and local visibility, while Instagram is visually strong and good for branding. Also consider LinkedIn if you're targeting investors or building a professional network.