In today’s digital world, a strong social media presence is no longer optional for real estate professionals — it’s essential. With most homebuyers beginning their search online, your digital footprint often serves as your first impression. Before a potential client reaches out, they’re likely scrolling your Instagram feed, browsing your Facebook posts, or scanning your online reviews. In many cases, they’re virtually “interviewing” you before ever making contact.

According to the National Association of REALTORS® 2024 Profile of Home Buyers and Sellers, every buyer uses the internet at some point during their home search. And, just like a great online listing drives interest in a property, a professional and engaging social media profile builds trust and credibility with potential clients. In a crowded market, showcasing your listings, your expertise, and even your personality can be the deciding factor in whether someone reaches out or just scrolls on by.

The number one way most buyers find their real estate agent is through a referral, whether it’s from a friend, neighbor, family member, or someone they’ve worked with before. This is true across all age groups. It just goes to show that in real estate, relationships are everything. People want to feel connected. 

But here’s the thing — not everyone already knows an agent. Every day, people move to new cities, buy their first homes, or just want a fresh start. When they start searching, they’ll likely turn to social media to get a feel for who you are and how you work. That’s why your online presence is so important. It gives you a chance to build credibility with potential clients before you ever meet.

According to NAR’s 2024 Technology Survey, social media is the top tech tool that provided respondents with the highest number of quality leads last year. And clearly, agents are embracing it. Usage across social media platforms is continually growing, reflecting just how critical these tools have become in the modern real estate environment. In fact, according to the survey, 87% of respondents use Facebook in their real estate business, 62% use Instagram, 48% use LinkedIn, and 25% use YouTube.

The reason social media works so well is because it helps agents build trust on a large scale. Whether someone finds you through a post or a referral, what they see online gives them a sense of who you are and whether they can picture themselves working with you.

One of the biggest misconceptions about social media marketing is that it requires a hefty budget, but that’s simply not true. What really matters is consistency and authenticity. Posting about your listings, sharing new homeowner tips, and offering local market insights can all create value for your followers. Free tools like Canva for graphics and CapCut for video editing make it easy to produce professional-looking content right from your phone or laptop.

If this is new terrain for you, just keep in mind that you don’t need to do everything at once. The key is to start small, stay consistent, and focus on creating content that feels natural. To get started, choose one or two platforms, maybe Instagram and Facebook, and commit to posting two to three times a week. 

Try rotating between listings, homebuying and selling tips, personal stories, or community highlights and events. Use scheduling tools to plan your posts in advance so you’re not scrambling to publish something every day.

Your content doesn’t have to be perfect. Whether you're sharing a quick home tour or highlighting a favorite local coffee shop, showing up regularly and being real is what matters most. By being consistent and genuine, you’re not just growing an audience, you’re making real connections.