The Role of Social Media in Selling Your Home
Published on March 4, 2025 | 6 Minute read
Melanie
Ortiz Reyes
Content Specialist
Getting top dollar for your home isn't just about hiring a good agent and slapping on a fresh coat of paint anymore. These days, a strong social media strategy can make or break a sale. With more than 43% of home buyers beginning their search online, digital platforms have become critical in todays’ real estate market.
Where Buyers Actually Hang Out
People spend hours daily on Facebook, Instagram, and TikTok. Although they’re not necessarily searching for a home, they definitely stop scrolling when they notice attractive properties in their feeds. This passive discovery creates connections before buyers even think about contacting an agent.
The most successful sellers don't just share a link their listing on social media hoping their friends or followers share it. They tell stories. A video walking through a garden might catch someone who's been dreaming about growing their own vegetables. A post about how the afternoon light hits a reading nook might speak to a book lover who hadn't even considered moving yet.
Social media allows for showcasing elements that traditional listings often miss like the way morning light filters through kitchen windows, how the space feels during different seasons, or the vibrant community surrounding the property.
Platform-Specific Strategies That Actually Work
Each platform has its sweet spot and requires a tailored approach:
Facebook works best for reaching local networks. Friends know people who know people who might be looking. Plus, neighborhood groups often have members specifically watching for homes in their area. Creating an event for open houses can generate buzz and ensure good attendance.
The platform's marketplace feature has also evolved into an avenue for real estate promotion, allowing sellers to reach people actively browsing local items and properties.
Instagram is the visual showcase. This is where sunset views from the deck and a built-in bookshelf can shine. Stories can create urgency with behind-the-scenes glimpses of upcoming renovations or open houses.
Reels and short videos perform particularly well, especially those that show lifestyle possibilities - morning coffee on the patio, entertaining in the dining room, or working from a sun-filled home office.
Hashtags like #dreamhome, #homesforsale, and location-specific tags connect content with buyers actively searching for properties.
Pinterest drives longer-term interest. Boards highlighting a home's best features alongside aspirational design ideas that could work in the space can attract focused buyers.
The platform's search-oriented nature means pins can continue driving traffic months after posting. Design-forward homes especially benefit from Pinterest's visually sophisticated audience.
TikTok
TikTok has become surprisingly powerful for real estate. Quick home tours set to trending sounds can reach thousands of potential buyers who weren't explicitly house-hunting. Did you know TikTok is now one of the top search engines?
The platform's algorithm excels at putting content in front of interested parties, even if they haven't searched for it. Homes with unique features or clever design solutions tend to perform particularly well.
For luxury properties or homes in areas popular with relocating professionals, LinkedIn can be an unexpected goldmine. Posts about properties in the context of lifestyle changes or career moves resonate with the platform's professional audience.
Creating Genuine Interest
Homes that sell fastest often have an online personality before they even hit the market. Sharing the space months before listing, documenting small improvements, and showing the neighborhood coffee shop within walking distance builds anticipation.
When finally announcing it's for sale, sellers already have an audience emotionally invested in the home's story. Imagine how many offers you can receive from followers if you’re successful at running and managing the Instagram account.
Leveraging User-Generated Content
Smart sellers encourage visitors to share their experiences. A beautiful staging setup with a custom hashtag prompts open house attendees to take photos and share them with their networks, exponentially increasing exposure.
Real estate agents report that homes with substantial social media presence often receive offers from buyers who haven't physically visited the property but feel connected through consistent online exposure.
Virtual Tours and Live Sessions
Live streaming an open house can attract remote buyers or those unable to attend in person. Platforms like Facebook Live or Instagram Live allow for real-time questions and answers, creating an interactive experience that static listings can't match.
Virtual tours have evolved beyond simple video walkthroughs. 3D tours, drone footage of the property and surrounding area, and even augmented reality features allowing viewers to visualize different furniture arrangements have all become powerful selling tools.
The Fine Line: Privacy vs. Promotion
While showcasing a home, smart sellers remain cautious about security. Avoiding posts about when the house will be empty during showings, not highlighting expensive items, and considering watermarks on photos that show layouts are all prudent practices.
For those concerned about too much exposure, remember posts can always be deleted or archived once the sale is complete.
Measuring Success
Unlike traditional marketing methods, social media provides immediate feedback on what resonates with potential buyers. Tracking engagement metrics helps sellers understand which features generate the most interest, allowing them to emphasize these aspects during showings.
Many real estate professionals now track the "digital journey" of successful buyers – noting which platforms they engaged with first and what specific content ultimately led them to make an offer.
Working With Professionals
While homeowners can manage their own social media campaigns, many real estate agents now offer specialized digital marketing services. Savvy agents understand platform algorithms, optimal posting times, and how to create content that converts viewers to buyers.
The investment in professional photography, videography, and strategic posting often pays dividends in higher sale prices and faster closings.
The Changing Market Landscape
The real estate game has changed fundamentally. Homes aren't just competing against other listings anymore. They are now competing against everything else in someone's social feed. Making a property stand out and memorable might just connect sellers with buyers scrolling through Instagram at midnight rather than browsing traditional listings.
As younger, digitally-native generations enter the housing market, the importance of social media in real estate transactions will only increase. Sellers who embrace these platforms gain a significant edge in an increasingly digital marketplace.
Getting top dollar for your home isn't just about hiring a good agent and slapping on a fresh coat of paint anymore. These days, a strong social media strategy can make or break a sale. With more than 43% of home buyers beginning their search online, digital platforms have become critical in todays’ real estate market.