Social media is no longer optional for real estate agents seeking to grow their business. It is one of the most powerful tools you can use to connect with new leads, build trust in your community, and stay top-of-mind with past clients.

But top-producing agents are not just active on social media; they are intentional. They have a strategy behind every post, every caption, and every video. Let’s explore what those agents are doing right and how you can adopt their approach without burning out.

Why Social Media Still Works

Your clients and prospects are already spending hours each day on social media. That is where they learn, research, and connect with others. If you show up with helpful, authentic, and valuable content, they start to see you as a resource, sometimes long before they even need a real estate agent.

When used consistently, social media becomes a lead magnet that builds trust at scale. It’s not about selling; it’s about showing up and serving.

The Best Social Platforms for Agents

Not every platform is created equal. Top agents choose one or two where they know their audience is active, and they stay focused there.

Instagram is great for Reels, behind-the-scenes videos, and neighborhood content. Facebook remains a top platform for community engagement, especially through local groups and real estate ads. YouTube is where long-form video builds authority and trust over time. LinkedIn is ideal for referrals and investor conversations.

The key is not being everywhere. It is being present, polished, and purposeful where it counts.

What to Post for Maximum Engagement

The best content strikes a balance between education, storytelling, and personality. Top agents post short videos of listings, walk-throughs, and neighborhood tours. They share success stories with happy clients and behind-the-scenes moments from their day-to-day work.

They also educate, breaking down real estate myths, offering tips on staging or pricing, and explaining market trends in simple language. Every post becomes an opportunity to build familiarity and credibility.

How Often Should You Post?

Consistency wins over volume. You do not need to post daily, but you do need to show up regularly. Most successful agents aim for three to five Instagram posts per week, two to three on Facebook, and at least one video per week on YouTube or Reels.

Planning ahead and scheduling content in batches makes it easier to stay visible without scrambling each day.

Writing Better Captions That Convert

Your caption is where the connection happens. Start with a bold question or a surprising statement that hooks attention. Tell a short story or offer a quick tip. Always include a clear call to action, such as saving the post, sharing it, or reaching out to schedule a consultation.

Great captions feel like conversations, not commercials.

Turning Followers into Clients

Social media is not just for brand awareness. With the right systems in place, it drives real business. Many agents use lead magnets, such as homebuyer checklists or free home value reports, to collect contact information. Others use direct messages to start conversations that lead to appointments.

Retargeting ads help you stay in front of people who have engaged with your content, while your link in bio or pinned post should always direct followers to your website or a lead capture page.

Tools That Make Social Media Easier

Top agents streamline their social efforts with tools like Canva for visuals, CapCut for video editing, and scheduling tools like Buffer or Metricool. AI tools can help brainstorm content ideas, while CRMs can connect your social content to lead follow-up workflows.

You do not have to be a marketing expert; you just need a smart system that helps you stay consistent.

What to Avoid on Social Media

If you are only posting listings with no personality, disappearing for weeks at a time, or neglecting your audience’s comments and questions, you are leaving opportunities on the table.

The best agents treat social media like a two-way street. They engage, respond, and share content that provides real value, not just self-promotion.

Do You Need a Huge Following to Succeed?

Not at all. Many agents close deals with accounts that have fewer than 1,000 followers. What matters is who follows you and how you engage them. Local, authentic, and relevant content consistently outperforms viral trends.

If your content speaks directly to the needs of your ideal clients, it will resonate and convert.

Let Elevate Take the Stress Out of Social Media

If keeping up with content creation feels like a full-time job, you are not alone. That is why Fathom’s Elevate includes a full social media suite designed to keep your brand visible, polished, and engaging without draining your time.

With Elevate, you get professionally designed Facebook and Instagram business pages that reflect your unique brand and attract attention. Your profiles will be optimized for credibility, clarity, and client engagement.

Even better, Elevate handles up to five posts per week across various platforms, including Facebook, Instagram, Twitter, and LinkedIn. These include branded videos, homeownership tips, curated articles, and seasonal content, all automated and scheduled so you don’t have to worry about what to post or when.

Show up like a pro online, build your brand with confidence, and get back the time you need to focus on your clients.

Learn how Elevate transforms your social media into a lead-generating machine!