In the ever-evolving world of real estate, prospecting has moved far beyond door knocking and cold calling. In 2025, social media has become one of the most powerful and cost-effective tools for agents looking to connect with potential clients, build relationships, and grow their pipeline. But with algorithms constantly shifting and new platforms emerging, what strategies are actually working right now?
Whether you’re a seasoned agent or just starting out, here’s a guide to what’s cutting through the noise in 2025—and how to make social media a genuine asset for your real estate business.
Short-Form Video is Still King
TikTok, Instagram Reels, and YouTube Shorts continue to dominate. In fact, data shows that short-form video receives significantly higher engagement than static posts. The key? Keep it authentic. Buyers and sellers want to see the person behind the listings. Try:
- 60-second walkthroughs of new listings
- Quick tips on the buying or selling process
- “A day in the life” behind the scenes content
You don’t need flashy editing—just a clear message, good lighting, and a genuine tone.
Hyperlocal Content Builds Trust
One of the biggest shifts we’ve seen in 2025 is the focus on hyperlocal content. This means creating posts that are relevant to specific suburbs, communities, or even streets. Agents who consistently share updates about local events, council news, property trends, or hidden gems in the area are positioning themselves as trusted local experts. This approach not only builds credibility but also helps you rank in localised social searches.
Lead Generation Through Stories and Polls
Instagram and Facebook Stories aren’t just for showing your coffee order—they’re prime real estate for engagement. Try using:
- Polls (“Would you live in this house?”)
- Q&As (“Ask me anything about selling in Bendigo”)
- Countdown stickers for auctions or open homes
These tools make your audience feel involved and, more importantly, provide opportunities for direct messages—where real prospecting begins.
Consistency Over Perfection
You don’t need to go viral to win on social media. What matters more is consistency. Posting three times a week, even with simple, well-branded content, keeps you top of mind when someone is ready to buy or sell. And remember—done is better than perfect. Authenticity is valued more than overproduced content in today’s digital landscape.
The Power of Engagement (Not Just Likes)
Social media prospecting in 2025 isn’t just about how many followers you have. It’s about who is engaging and how you respond. Make it a habit to:
- Reply to every comment and DM
- Comment on other local business accounts and posts
- Celebrate buyer and seller milestones publicly (with their permission)
This type of engagement humanises your brand and expands your reach through mutual connections and shared content.
Tools That Streamline Your Efforts
With so many platforms and content types to juggle, time management is critical. That’s why more agents are investing in real estate prospecting tools to automate parts of the process while staying personal. From lead tracking to automated follow-ups and social post scheduling, these tools allow agents to focus on what they do best—building relationships and closing deals.
In 2025, social media is more than just a marketing platform—it’s a prospecting powerhouse when used strategically
With a mix of video, engagement, and local knowledge, real estate professionals can build meaningful connections that convert to long-term clients. So, if you’re ready to take your prospecting to the next level, it’s time to stop just scrolling—and start posting with purpose.
