Build Your Real Estate Brand

If you’ve spent more than five minutes scrolling through Instagram, Facebook, or even TikTok, you know that social media is where people are spending their time. And if you’re serious about building your real estate brand, it’s time to make social media work for you.

In this post, we’re diving into how to use social media to expand your reach, connect with potential clients, and really show off your expertise. The best part? You don’t have to be a social media pro to make this work—you just need a plan.

The first thing to know about social media marketing is that you don’t need to be on every platform. It’s way better to crush it on one or two platforms than to be mediocre on five. So, which ones should you focus on?

• Facebook: This is still one of the most powerful platforms for real estate. From listing announcements to neighborhood updates, Facebook gives you space to really connect with your local audience. And don’t sleep on local groups—joining community groups can get your name in front of people who are actively buying or selling.

• Instagram: If you’ve got great visuals (think gorgeous listing photos, reels, or before-and-afters of staged homes), Instagram is your best friend. It’s perfect for showcasing your personality and expertise through Stories, Reels, and even Live events.

• LinkedIn: Yes, LinkedIn is worth considering, especially if you work with higher-end properties or commercial real estate. It’s a great place to position yourself as a knowledgeable, trustworthy professional and connect with other industry folks.

If you’re not sure where to start, I always recommend Facebook and Instagram first—especially if you’re marketing residential properties.

What to Post

Now that you’ve picked your platforms, the big question is, “What do I post?” This is where many realtors get stuck. But here’s the thing: social media is all about connection. You’re not just posting listings—you’re showing off what makes you a local expert and someone people want to work with.

Here’s what works:

• Listing Highlights: Of course, you’ll want to show off your latest properties, but make it interesting. Instead of just saying, “New listing in [City],” tell a story about the home. “This 3-bedroom charmer is just steps from the best coffee shop in town—perfect for Sunday mornings!”
• Behind the Scenes: People love seeing the process. Share a glimpse into what it’s like to prep a home for sale, work with buyers, or even tour neighborhoods. It’s a great way to show your personality and build trust.
• Neighborhood Content: Highlight local businesses, parks, or events. This positions you as someone who really knows the area and helps you connect with your local audience.
• Educational Posts: Share tips like “3 Things Every First-Time Buyer Should Know” or “How to Stage Your Home to Sell Fast.” These posts show your expertise and keep people coming back for advice.
• Engagement Posts: Ask your audience questions like, “What’s your must-have feature in a dream home?” or post a poll about kitchen trends. These types of posts get people talking and boost your visibility.

Posting is important, but social media is about being social—so don’t just hit “post” and walk away. Engagement is where the magic happens.

Here’s what that looks like:

• Respond to Comments and Messages: If someone comments on your post or sends you a DM, reply! Even a simple “Thanks for the love!” shows you’re paying attention.
• Be Active in Groups: For Facebook, joining local community groups and participating in conversations can put you on people’s radar. Share advice (not just your listings) and be genuinely helpful.
• Interact with Others: Follow other local businesses or influencers, comment on their posts, and build connections. You’d be surprised how much exposure this can bring you.

Social media can feel overwhelming if you try to do it all at once. Here’s how to keep it manageable:

• Plan Your Content: Set aside time once a week to plan your posts. Use tools like Later or Buffer to schedule them so you’re not scrambling every day.
• Stick to a Schedule: You don’t have to post every day. Start with 2–3 times a week and build from there as you get more comfortable.
• Keep It Real: Don’t overthink it. People appreciate authenticity more than perfectly polished posts. If you mess up a reel or forget to add a hashtag, it’s fine.

Social media is hands-down one of the best tools for real estate agents looking to grow their brand independently. It’s your chance to show off what makes you unique, connect with potential clients, and stay top of mind in your local market.

And if you’re thinking, “This sounds great, but I don’t have time for all this,” that’s where we come in. At Digital Rebel Marketing, we help agents like you build social media strategies that work—without taking over your life. Whether you need a full plan or just a nudge in the right direction, we're here to help.

Next up in this series, we’ll tackle digital advertising and how you can use it to drive leads directly to your listings or website. Stay tuned!