Real estate agents these days are essentially playing the game Twister. One hand on Facebook, one foot on Instagram, and now someone screams "TikTok" and you're struggling not to topple over. The question is: where do you really need to spend your time? Let's dissect it without sugarcoating.
Some individuals believe Facebook is just for your parents posting Minion memes, but here's the truth, it's still the heavyweight champion of real estate marketing. Approximately 90% of agents utilize Facebook for business, and it still gets the job done, particularly with older buyers and sellers. Community groups are gold when it comes to finding local leads, and targeted ads enable you to reach just who you want. The downside? Organic reach is lower than ever, so unless you're willing to pay for ads, your posts might end up like that treadmill you bought during lockdown, technically there, but collecting dust.
Instagram is basically the real estate agent’s playground. Perfectly staged homes, eye-catching Reels, and Stories that give followers a quick peek at what you’re working on, it’s all here. Posting short, sharp video content performs best, and when done right, it helps agents stand out in a crowded feed. According to Resimpli, agents using Reels have improved engagement relative to simply posting images. But don't be deceived by the filters. Instagram is cutthroat. Your listing photos and neighborhood tour should be sleek, hashtags still work, and if you're hit-or-miss, the algorithm will treat you like that one friend who doesn't text except when they need a ride to the airport.
Now, TikTok. Something everyone claimed was just for teenagers dancing, but today in 2025, it's a serious platform for real estate content. Fast walk-throughs, 30-second advice, behind-scenes, and even hilarious bloopers receive real engagement here. Unlike Instagram, TikTok won't shame you for being less refined. In fact, audiences like it when it feels real. As Florida Realtors point out, trends happen so fast that what's trending on Monday is stale by Thursday. But that's half the fun. Keeping pace puts you in front of younger buyers and sellers. Just be ready to learn how to tell between a trending sound and a song your teenager will roll his or her eyes at.
On every platform, one thing is certain, video is no longer optional. Short, vertical videos rule engagement, and agents who avoid them are essentially saying goodbye to half of their audience. Local content is also now trending. Neighborhood news, fast market statistics, and featuring small businesses build credibility. Folks aren't searching for slick corporate commercials, they want someone who seems like a neighbor who just happens to sell homes. Authenticity trumps perfection. And if you're not cross-promoting content on Facebook, Instagram, and TikTok, you're just making life more complicated.
If you're attempting to choose a single platform, you're already overthinking it. The clever approach is to combine and mash. Facebook is where you establish trust and advertise. Instagram is where you present your listings with flair. TikTok is where you let your personality shine through and capture attention from a younger audience. If you had to choose two, Instagram and TikTok are the top contenders for 2025. But completely overlooking Facebook would be like skipping dessert. It's doable, but why would you?
Real estate agents don't have to be everywhere all at once, but they must be where their clients are. At the moment, that translates to keeping Facebook, Instagram, and TikTok in a non-stop rotation like a social media circus performer. The secret is not perfection. It's persistence, some creativity, and a good sense of humor about the reality that you're a temporary content creator, temporary agent. At least, keep this in mind, nobody's reading your posts and thinking, "Gosh, the font selection is gorgeous." They're just choosing whether or not they'd want you to sell their house.
