The Real Estate Agent Ultimate Guide to Social Media Marketing in 2025

So you're interested in getting your real estate license and want to learn how to market yourself? Maybe you just got licensed and have no idea where to start looking for clients. Perhaps you have been an agent for years and are looking to step up your game. No matter the circumstance, we've got you covered. Here at AceableAgent, we've put together this all-in-one resource to guide you through the world of social media marketing for real estate.

More than likely, you're no stranger to sharing your life online. In this day and age, about 70% of Americans are on social media regularly. The top platforms, even though there are only a handful, account for quite a disproportionate amount of total online activity across the country (and the world). Most people spend over two hours on social media every day. The audience is there, and it's yours for the taking! And no, we don't mean you should kidnap anyone...

In this guide, you'll learn all about:

• Why Social Media is so Valuable

• Types of Social Media (including the newest platforms)

• How AI is Changing the Game

• How to Reach Your Target Audience

• Best Practices for a Social Media Presence

• Staying Compliant While You Market

• Social Media Metrics That Actually Matter

Let's dive right into the first topic.

Why is Social Media so Valuable?

Social media is defined as websites, apps, or platforms that facilitate public online sharing of information, discussion, content, or commerce in a social or professional community.

Although the medium was born rather recently and has already evolved quite a bit, social media is not just a fad. It has permanently changed the way we communicate with each other, consume content, and of course, see advertisements. Social media is valuable for real estate agents simply because everyone is on there. It's always up-to-date and gives you many options for building your network effectively.

One of the primary reasons to invest in social media is that all your marketing efforts will be backed by data. Social media platforms offer sophisticated targeting tools that help you reach the right audience for your business. Users share their interests, location preferences, and life events, which platforms use to show them relevant content and advertisements.

Because of this, you are able to target your audience directly, with laser-precision. For example, if you want to advertise to people who are actively interested in buying homes in a specific area -- your "farm" -- you can make sure your message reaches them through targeted advertising. These platform tools help you get your content in front of people who are genuinely interested in what you're offering.

Millennials (aged around 28-43 years old in 2025) are still a major demographic of homebuyers, with Gen Z (ages 18-27) rapidly entering the market. Both generations have grown up with social media as part of their daily routine. Let's say you want to niche down and specialize in selling to first-time homebuyers. You might determine that Instagram Reels and TikTok are perfect ways to reach young renters in a mostly middle-class neighborhood with several apartment complexes. You're looking to target people that are financially comfortable enough to buy a home in the near future.

Compared to a newspaper ad (few millennials or Gen Z regularly read the paper) or a TV commercial (expensive and harder to target), social media is the way to go.

Most social media platforms also give you some form of an analytics tool. Depending on the platform, you can see how many people saw your post, when they viewed it, how they interacted with it - such as liking, commenting, or sharing. Compared to the feedback you might get with a newspaper ad, this is an insane amount of data readily available to you.

Is social media worth it?

It's completely free to set up a social media account (for the mainstream platforms anyway). You just need an email address. Most platforms will come with a basic analytics dashboard as default.

Now, social media will cost you time, effort, and talent. Running and maintaining social media accounts is a time-consuming task. The good news? AI tools in 2025 can help you create content faster than ever before (more on that later). The key is to stay consistent, keep your audience entertained, and remind them of your presence. Time is money, people.

Of course, the burning question is: How much does it actually cost to put an ad up on social media?

It depends.

If you advertise through Facebook, you'll probably be charged on a cost-per-click (CPC) basis. The average CPC is around $0.70-$1.20 per click in 2025. The average total cost per thousand impressions for a Facebook ad ranges from $8-$12. However, the bottom line here is that many basic social media advertisements are still a cheap and effective way to communicate with your audience.

How to Reach Your Target Audience

Video-First Strategy

Here's the reality check: if you're not creating video content, you're essentially invisible on social media in 2025. Every platform has shifted to prioritizing video content because that's what people want to watch. The good news? You don't need Hollywood production quality. Your smartphone and good lighting are enough.

Define Your Ideal Client

Before you can research your target audience, you need to identify who you want that to be. And no, the answer can't just be: "Any living, breathing human." Get specific on age range, income level, location, and lifestyle. The best way to figure this out is to look back at who your past clients have been.

Social Messaging Revolution

The largest private social media messaging platforms, WhatsApp and Facebook Messenger, each have over a billion monthly users. Social messaging channels have clearly been established as the preferred form of communication for millennials and Gen Z. It offers them a way to communicate with businesses on a convenient, personal, one-on-one level - all without having to actually talk to anyone. Good to know, since 3 out of 4 millennials prefer messaging to voice communication.

Consider setting up your Facebook ads to take customers who click directly into a chat window with your business.

Best Practices for a Social Media Presence

The golden rule of content creation is staying consistent. It can be hard to get started, but once everything is in motion your followers will keep you in the habit of creating and your ideas flowing.

Quality over quantity. People tend to not like having their feed clogged up with one topic. You know, like when that one friend gets fired up every election year and you temporarily unfollow them. You don't want to be that guy. It's best to focus on producing good content on a less frequent basis.

Video is king. In 2025, video content gets significantly more reach and engagement than static posts across all platforms. Start with simple phone videos and gradually improve your production quality.

Storytelling is powerful. People connect with stories. If you can include the element of storytelling in your post, your clients (and potential clients) will be able to connect with you more easily, both mentally and emotionally.

Be authentic. The days of overly polished, corporate social media are over. People want to see the real you. Share your personality and your genuine excitement about helping people find homes.

Keep up with the trends. One way to create engaging content is to participate in what's trending, but make it relevant to real estate. Trending audio on TikTok? Use it for a home tour.

Timing is everything. Use your platform analytics to determine when your audience is most active, and schedule posts accordingly.

Remember to just be yourself. The more comfortable you are with your audience, the more at home they'll feel when interacting with your content. Authenticity builds trust, and trust leads to business.

Staying Compliant While You Market

Here's something that can't be ignored: real estate marketing comes with strict rules and regulations. Social media doesn't exempt you from compliance requirements.

Fair Housing Compliance

• Never target ads based on race, religion, gender, familial status, or disability

• Be careful with image selection to show diverse families and individuals

• Use platform targeting based on income, interests, and location—not protected characteristics

• Follow NAR's social media guidelines for ethical marketing practices

Required Disclosures

• Include your brokerage name in your bio

• Add license number to paid advertisements

• Get written permission before featuring clients in content

• Respect MLS photo usage guidelines and never share other agents' listings without permission

Social Media Metrics That Actually Matter

Not all metrics are created equal. Focus on business metrics over vanity metrics:

What Actually Matters:

• Reach: How many unique people saw your content

• Engagement Rate: Percentage of your audience that interacts with content

• Click-Through Rate: Percentage who clicked your links

• Conversion Rate: Percentage who took your desired action

• Cost Per Lead: How much you spent to get each lead

Vanity Metrics (nice to have, but don't pay the bills): Total followers, post likes, share counts.

Your 30-Day Quick Start Plan

Feeling overwhelmed? Don't be. Here's how to get started:

Week 1: Set up business profiles on Facebook and Instagram with consistent branding Week 2: Start posting 3 times per week with a mix of listings, tips, and personal content Week 3: Add video content to your mix (start simple!) Week 4: Run your first small paid advertising campaign ($50 budget) and analyze results

Ready to Dominate Social Media? Your Next Steps

Social media marketing for real estate in 2025 is about being where your clients are, speaking their language, and providing value before asking for business. The agents who succeed are those who show up consistently, engage authentically, and adapt to new trends while maintaining professionalism.

Start with one or two platforms, focus on video content, use AI tools to work more efficiently, and always stay compliant with real estate regulations. Remember: people don't just buy houses—they buy from agents they know, like, and trust. Social media is your tool for building those relationships at scale.

Ready to get started? Pick your first platform, plan your first week of content, and dive in. Your future clients are scrolling right now—make sure they find you.

Want to take your social media skills to the next level? Consider our social media marketing continuing education course designed specifically for real estate professionals. And if you're just starting your real estate journey, explore our career center for comprehensive guides on building a successful real estate career from day one.