Social media has become a central tool for real estate agents looking to build trust, stay top of mind, and generate consistent leads. However, the most successful agents don’t treat it like a billboard — they treat it like a relationship-building platform.
Below, five real estate agents share the social media strategies that help them stand out, remain relevant, and grow their business.
Earn trust before the first conversation
For Jill Biggs, of Coldwell Banker Realty and the Principal of the Jill Biggs Group, social media acts like a continuous open house, keeping her team top of mind in a way that feels authentic, local, and helpful. She posts a mix of engaging content like listings and community highlights alongside expertise-driven tips on pricing, negotiations, and home transformations, letting her personality show through.
Consistency is key: Social media is treated as a daily touchpoint, not a listing-only platform. Biggs’ goal isn’t to go viral — it’s to be the first name people think of when they need real estate help.
“Social shortens the trust curve,” she explained. By the time followers reach out, they already feel like they know her and how her team operates, which helps the business scale without losing its personal touch.
Be distinct and consistent
Alexander Chingas, Principal of the Bross Chingas Bross Team at Coldwell Banker Realty, believes the foundation of strong real estate branding on social media is consistency. When content maintains a distinctive look and feel, audiences begin to recognize posts instantly, whether it’s a community highlight or a new listing. Steady messaging, paired with the credibility of a trusted national brand, can turn social media into a powerful growth engine.
“As a partnership, we recognized the importance of social media early on,” said Chingas. “Committing fully to the medium and not treating social media as a hobby or casual add-on to the marketing mix is what has made it an invaluable part of our business,” he added.
Build a brand that travels with you
Rebecca Hidalgo, CEO and Designated Broker of Integrity All Stars Realty, views social media branding as the foundation of longevity in real estate. Her advice is simple: Be intentional and sovereign with your marketing from Day 1.
Hidalgo recommends hiring a graphic artist, creating your own logo, and securing your own website domain. When your brand is memorable and consistent, it becomes portable, meaning you don’t have to rebuild your presence every time you change companies or markets.
Being consistent is everything. “Many agents move companies and get stuck starting over. Keep your branding memorable and consistent … People move, and if you don’t own your own marketing from Day 1, you will have to start all over when you move,” explained Hidalgo.
Committing fully to the medium and not treating social media as a hobby or casual add-on to the marketing mix is what has made it an invaluable part of our business.Alexander Chingas, Principal of the Bross Chingas Bross Team at Coldwell Banker Realty
Focus on authenticity
Mike Fabbri, a real estate agent at The Agency, views social media as a way to stay top of mind rather than a direct selling platform. With a strong Instagram presence and a background in real estate marketing, he treats social media as an ongoing conversation that keeps him connected to clients, friends, and family long after transactions close. This approach turns social media into a modern extension of picking up the phone or meeting for coffee — only more efficient.
Fabbri uses social media to stay involved in people’s lives by engaging in real conversations and sharing content that is meaningful, interesting, or personal. While he occasionally posts real estate insights, the goal is not to be aggressive or transactional. Instead, he focuses on authenticity and connection, which helps build trust over time.
“For me, the goal of social media isn’t selling, it’s staying top of mind. Social media allows me to stay genuinely connected to friends, family, and clients through every stage of their lives. It’s a communication tool first, not an advertising platform,” said Fabbri.
Be local and specific
Brett Johnson, a licensed Colorado real estate agent and Owner of New Era Home Buyers, emphasizes the importance of specificity and localization. Posts that break down recent sales, explain as-is cash offers, or highlight neighborhood trends help potential clients see his expertise in action. By sharing honest, detailed insights, Johnson demonstrates reliability and builds trust with small business owners and homeowners alike.
Social media is no longer about getting noticed. “It’s about reinforcing that I am available and available with good and consistent information that supports referrals, media mentions, and brand development,” explained Johnson.
Engage with your audience
Nikki Beauchamp, Senior Global Real Estate Advisor and Associate Broker at Sotheby’s International Realty, has long used digital marketing and social media as a core part of her business.
Her approach is twofold: First, she focuses on relationship-building through consistent engagement, treating social media as a space to listen and connect, not just broadcast. Second, she positions herself as a resource for market intelligence, design trends, and real estate education. This not only attracts prospective buyers and sellers but also makes her a go-to expert for media outlets.
“Social media helps me stay top of mind and engage where my core audience is. I use it to share trends, lifestyle insights, and to listen and engage with major life changes while also positioning myself as a resource for market and design trends,” said Beauchamp.
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