The Estate Agent's Social Media Strategy: What Actually Works in 2026

Every estate agent knows they should be “doing social media.” Fewer know what that actually means in practice. The result is an industry full of agents posting sporadically, sharing listing photos with no context, and wondering why they have 200 followers and zero leads to show for it.

Social media can generate genuine business for estate agents. But only if you approach it strategically, consistently, and with a clear understanding of what each platform is actually good for.

Pick Your Platforms Wisely

The biggest mistake agents make is trying to be everywhere. You don't need to post on Instagram, Facebook, TikTok, LinkedIn, X, and YouTube simultaneously. Pick two platforms and do them well.

• Instagram is ideal for visual property content, Reels showing walkthroughs, and building a personal brand. Best for agents targeting younger demographics, first-time buyers, and aspirational properties.
• Facebook remains the strongest platform for local community engagement and paid lead generation. Facebook Groups for local areas are goldmines for agents who participate genuinely.
• TikTok offers extraordinary organic reach for short-form video content. Agents who share market insights, property tours, and educational tips in an authentic style can build large followings quickly.
• LinkedIn is underrated for real estate. It's excellent for networking with solicitors, mortgage brokers, and other referral sources. Also effective for reaching high-net-worth sellers and investors.

The Content Mix That Works

The most common social media failure is posting nothing but listings. “New to market! 3 bed semi, guide price £425,000.” This is not content. This is an advertisement, and people scroll past advertisements.

Follow the 70/20/10 rule for estate agent social content:

• 70% value content. Market insights, local area guides, property tips, seasonal advice (“how to prepare your garden for spring viewings”), and educational posts about the buying or selling process. This content builds trust and demonstrates expertise.
• 20% social proof. Client testimonials, sold boards, completion day photos (with permission), and behind-the-scenes glimpses of your work. This content builds credibility.
• 10% promotion. New listings, open house announcements, and direct calls to action. This is where your business-generating content lives — but it only works because the other 90% has built an engaged audience.

Video is Non-Negotiable

In 2026, video content receives 3–5x more engagement than static images across every platform. For estate agents, video is particularly powerful because properties are inherently visual and emotional.

• Property walkthroughs. 60–90 second videos walking through a property. Use natural lighting, steady movement, and a brief voiceover highlighting key features.
• Neighbourhood tours. Walk through the local high street, visit popular cafes, show the park, the school gates, the transport links. These videos are incredibly shareable and demonstrate genuine local knowledge.
• Market updates. A 60-second talking-head video sharing local market statistics builds authority and positions you as the go-to expert.
• Day-in-the-life content. Showing the reality of your work — viewings, valuations, negotiations, completion days — humanises your brand and builds connection.

Paid Social: Where the Leads Are

Organic social builds brand. Paid social generates leads. The most effective lead generation approach for agents in 2026 is Facebook and Instagram lead ads, targeted at homeowners in your service area.

Effective paid social campaigns for estate agents typically offer something of value in exchange for contact details: a free property valuation, a local market report, or a guide to preparing a home for sale. The key is targeting — use geographic, demographic, and interest-based targeting to reach homeowners who are likely considering a move.

For a full breakdown of paid advertising strategy, see our guide on Google Ads for estate agents or learn about our social media management service.

Consistency Beats Perfection

The agents who succeed on social media are not the ones with the most polished content. They're the ones who show up consistently. Post three to five times per week on your primary platform. Use a content calendar. Batch-create content on a quiet afternoon each week.

And critically, engage with your audience. Reply to every comment. Respond to every DM. Join local community groups and add value without selling. Social media is social first, media second. The agents who treat it as a broadcasting tool get ignored. The agents who treat it as a relationship-building tool build a pipeline.

Measuring What Matters

Vanity metrics like follower count and likes are distracting. The metrics that matter for estate agents are:

• Enquiries generated — direct messages, form submissions, and calls from social media traffic.
• Website traffic from social — tracked through your analytics dashboard.
• Engagement rate — comments, shares, and saves as a percentage of reach.
• Cost per lead — for paid campaigns, what does each genuine enquiry cost?

Need help building a social media strategy that generates real leads? Book a free strategy call and we'll create a tailored social media plan for your market and budget.