The Real Estate Agent’s Social Media Reality Check: Where to Focus in 2025 (and What to Ignore)
By Emily Terrell
#1 Real Estate Coach and Speaker at Tom Ferry
Top AI Coach and Leading Voice in Systems for Agents
In coaching this week, I heard a sentence I hear constantly, even from productive agents:
“I feel like I’m behind on social media… but I don’t even know what ‘caught up’ would look like.”
That feeling doesn’t come from laziness or lack of ambition. It comes from noise.
In 2025, real estate agents are surrounded by advice telling them they need to be on TikTok, Instagram, Facebook, LinkedIn, YouTube, and whatever new platform launched last quarter. The result is predictable: agents dabble everywhere, gain traction nowhere, and quietly decide social media “isn’t worth it.”
The truth is simpler and far more reassuring.
You do not need to master every platform.
You need to choose the right platform for your business stage and build a system you can sustain.
This guide will help you do exactly that.
Why Platform Choice Is a Business Decision, Not a Branding One
Social media used to be optional marketing. Today, it’s infrastructure.
Nearly half of residential agents now report that social media produces their highest-quality leads. At the same time, most agents realistically have less than 90 minutes per week to devote to content.
That mismatch creates the real problem.
When agents try to be everywhere, they:
- Post inconsistently
- Miss algorithm momentum
- Fail to build trust
- Burn out emotionally
The agents who win long-term make a different decision. They choose one primary platform and let everything else support it.
The Platform Hierarchy Most Agents Miss
Here’s the framework I use in coaching to cut through confusion:
| Agent Situation | Platform to Prioritize | Reason It Works |
| Brand new, no audience | Instagram or TikTok | Discovery algorithms favor new creators |
| Mid-level, strong sphere | Trust + local visibility | |
| Relocation or investors | Professional intent | |
| Long-term lead engine | YouTube | Search + compounding views |
| Content repurposing | Evergreen traffic |
This hierarchy matters more than trends.
Now let’s talk about what actually works on each platform.
Facebook Still Wins on Trust and Local Relevance
Facebook remains the highest ROI platform for many mid-level agents because it mirrors how real estate decisions are made: socially and locally.
What I see working consistently:
- Local Facebook Groups
- Short native videos
- Market explanations written in plain language
- Client stories tied to outcomes
What doesn’t work is treating Facebook like an MLS feed.
Facebook rewards conversation, not perfection. Agents who comment, respond, and stay visible build familiarity — and familiarity converts.
Instagram Is a Visibility Engine, Not a Portfolio
Instagram’s power lies in Reels. You no longer need a large following to be discovered.
Reels that perform well:
- Neighborhood walkthroughs
- “What $X buys in this area”
- Educational tips under 30 seconds
- Behind-the-scenes moments
Instagram works when agents stop trying to impress and start trying to connect.
Two Reels per week is enough when done consistently.
TikTok Levels the Playing Field
TikTok is the only major platform where follower count is irrelevant.
That’s why I often recommend it to newer agents who feel invisible elsewhere.
TikTok favors:
- Clear hooks
- Honest explanations
- Educational content
- Property tours with personality
It does not reward polish. It rewards clarity.
For agents willing to show up imperfectly, TikTok can create momentum faster than any other platform.
LinkedIn Attracts Fewer Leads — and Better Ones
LinkedIn isn’t about volume. It’s about intent.
Agents who succeed here focus on:
- Market insight
- Industry changes
- Negotiation lessons
- Thoughtful commentary
If you serve professionals, investors, or relocation clients, LinkedIn often outperforms Instagram quietly and consistently.
YouTube Is the Long Game Most Agents Quit Too Early
YouTube content compounds.
A single neighborhood video can produce leads years after it’s published. That’s why YouTube matters for agents thinking long-term.
You don’t need weekly uploads. One or two optimized videos per month is enough to build authority.
The System That Makes Social Media Sustainable
Here’s the system I teach agents to follow:
- Choose one platform
- Commit for eight weeks
- Batch content weekly
- Schedule everything
- Track simple metrics
- Adjust — don’t quit
Social media success is rarely about creativity. It’s about repeatability.
FAQs
Which platform should I start with as a new agent?
Instagram or TikTok. Both allow discovery without an existing audience.
How long before I see results?
Most agents see engagement within 30 days and conversations within 60–90 days.
Is AI helpful for social media?
Yes — especially for planning, scripting, and batching content.
Additional Resources
- How to Build a Weekly Content Engine with ChatGPT
- My Favorite AI Prompts for Real Estate Content
- Follow @coachemilyterrell on Instagram
- Visit www.coachemilyterrell.com
If this clarified things for you, let me know. Confusion disappears when structure shows up.