Real Estate Social Media Tactics that Translate into Hot Sellers

Create Buyer-Focused Content

A common mistake that is made when property is being sold is the selling angle. There is an over-emphasis on seller-centric metrics like square footage, recent upgrades, and the like. That might work with traditional real-estate listings, but social media is all about tapping into emotions and stepping into the minds of your viewers. 

Thus, you want to start changing up your presentation of the home and the information that comes along with it. Short-form trivia and educational content are very popular on platforms like Instagram and TikTok.

In fact, Kati Catalogna, a Chicago real estate agent, reports that a quarter of her deals originated from TikTok. She believes that today’s homebuyers vet you based on personality from what you post online before they even reach out.

So, if a property is by the waterfront, you could create a piece that talks about “5 Things No One Tells You About Waterfront Homes.” Remember, the key is engagement, so be a little dramatic. Talk about how water contamination can be a huge concern. Maybe quote legal experts like TorHoerman Law on how there are several ongoing lawsuits revolving around toxic chemicals, such as the AFFF situation.

Mention how forever chemicals from nearby facilities might be making their way into the water supply. Explain how people affected by toxic water contamination are fighting legal battles and waiting for AFFF lawsuit settlement amounts to rebuild their lives. 

This sets up the scene perfectly for you to contrast the property you wish to sell. Of course, be a little deft. No one wants to be directly sold on social media. Instead, the last line in the content could be, “Thankfully, the waters around this property are clean enough to drink.” 

That’s more than enough. You don’t even need to add unnecessary calls to action. Just provide the details in the description, and people will organically check out the property. 

Tap Into Live-Streaming and Real-Time Content

Live streaming is one of the most popular features on many social media platforms. If you’re trying to sell property and fail to use it, that’s a huge mistake. The fact is that the usual jargon that aimed to create urgency, like “Just Listed,” doesn’t hit that hard anymore. No one cares. People have learned to tune out a lot of the advertising lingo. 

However, livestreaming allows you to broadcast things like “Pre-Open” tours. You give your followers an exclusive look at a property before it officially goes up for sale. This sort of approach creates a sense of legitimate scarcity and urgency. Potential buyers see a beautiful home and realize that once it’s open for sale, it might get snatched up. 

This is particularly so when they read a live chat with messages like “This is beautiful, how much?”  or “This looks like my dream home. How much??” If you really want to rub it in, you could also make the caption something like “This one won’t last the week. DM for a showing.” 

According to John Gomes, an agent who used virtual staging, “The strategy proved effective…” Gomes claims to have sold several residences quickly, and he believes that both in-person and virtual stagings deliver the same results. 

Similarly, don’t sleep on behind-the-scenes livestreams where you document the staging process. If you’re a developer and are building homes, then you can create a series where people see the property develop from scratch. 

This is one particularly useful tactic as people love getting invested in transformations. If they see a home being built from day one, they already feel like it’s a part of their lives. 

Use those emotional triggers, hire a good content creator who knows how to work the scene, and you’re more than good.

Branch Out To Broader Social Media Platforms

Instagram and TikTok are very popular among the millennial and younger demographics, but don’t stop there. The latest data shows that Facebook, YouTube, Instagram, TikTok, and X were the biggest social media platforms. Despite the internet’s obsession with TikTok, Facebook tops it at 56.6% global usage over TikTok at 40%. 

This is why it’s important to target even older, sometimes “less cool” platforms. While Instagram and TikTok are great for direct, emotional connection, they only appeal to a certain demographic. Facebook is fantastic if you want to go for hyperlocal reach. Even the smallest towns and communities have Facebook groups where people post and have local conversations. 

If you choose to post on Facebook, remember not to become a listing-spammer. That’s an easy way to get kicked from any group. You will need a little patience with Facebook, which is why hiring a good social media manager is important. They will be responsible for genuinely engaging with the community and providing value to the group. 

Think commenting on posts, sharing tips and insights for buyers and sellers, etc. Of course, these steps are mainly for real estate agents. If you’re already part of the community, you can possibly bypass these steps. 

Social Media Strategies to Sell Homes Like Hot Cakes

• Ditch the MLS-style posts and create short-form videos that tell a story buyers care about.

• Use curiosity-based headlines like “5 Waterfront Home Hazards” to create drama and engagement.

• Contrast problems with your property’s perks—don’t sell directly, just drop a subtle benefit.

• Go live for exclusive previews, and make viewers feel they’re ahead of the curve.

• Leverage comments in livestreams to simulate buzz and social proof (“Is this still available?”).

• Post “behind-the-scenes” content during home construction or staging—people love transformations.

• Engage in Facebook groups by offering real value and avoiding obvious self-promotion.

• Spread your content across platforms instead of relying on TikTok or Instagram alone.

• Invest in personal storytelling—share moments where your expertise made a real difference.

• Start a value-driven content series, like “How I Saved a Buyer from Overpaying…”

Don’t Forget the Value of Personal Branding

It needs to be emphasized once more. Homes are massive investments for most people. Even with a mortgage, we’re talking about a potentially once-in-a-lifetime purchase for most Americans. Thus, people don’t buy homes the way they buy used cars. People buy homes from people or builders they can trust. 

So, if you’re a real estate agent or a builder, go take a look at your current social media page. If 90% of your posts are just property listings, you are doing it wrong. No one wants to see businesses post content that’s always just about selling. Stories are king online, so stop approaching social media like it’s a space for product listings. We mentioned earlier about hiring a content creator. Well, they can help out here as well. 

Bring in some personality and human element to your online content, and you’ll see an immediate change. Moreover, with a little brainstorming, there are so many interesting angles that your spokesperson can explore. 

For instance,  posts like “How I saved a buyer from overpaying by spotting a bad inspection.”

This is interesting for people to read, and secondly, it tells people that you know what you are doing. It indicates that you have authority and are something of an expert when it comes to property.

If you find such content getting attention, you could turn it into a “How I Saved…” series and offer free consultations that you livestream on your profile. The opportunities are endless with a little creativity.

Long story short, social media is an underutilized option for anyone trying to sell a home. If you’re just selling your own home as an individual, these tips are still relevant. However, if you sell homes for a living, following these tips will put you on track to sell homes like hot cakes.