In today’s real estate market, social media is everywhere. From “Just Listed” reels to polished walkthroughs and behind-the-scenes content, realtors are investing serious time and energy into platforms like Instagram, Facebook, and TikTok. But here’s the hard truth: most home buyers (59%) aren’t actually finding their next home on social media.

That doesn’t mean realtors should give up on social media altogether—far from it. It just means they need to rethink what social media is good for. Spoiler alert: it’s not the MLS. It’s your brand.

Let’s talk about what social media is really doing for your business—and how to use it strategically.

Home Buyers Use Social Media Differently Than You Think

When it comes to house hunting, serious buyers still rely on the tried-and-true platforms: Zillow, Redfin, Realtor.com, Homes.com and MLS listings via their agent. These tools offer what buyers need: filters, maps, pricing history, comparables, and scheduling options. They’re functional, organized, and designed for buyers with intent.

Social media, on the other hand, isn’t designed for house hunting necessarily. It’s a discovery engine, not a decision-making tool. Think about how users scroll Facebook, Instagram or TikTok: passively, casually, and often while multitasking. Sure, a gorgeous kitchen might stop the scroll—but that doesn’t mean the viewer is pre-approved and ready to submit an offer.

This is where many realtors get discouraged. “I’m posting all these listings, but they’re not getting me any leads.” And that’s likely true—because buyers aren’t following you to shop for homes.

So what are they following you for?

They’re Following You—Not Your Listings

What buyers are doing on social media is getting a feel for who you are as a realtor.

They’re seeing how you present yourself. How professional you are. How knowledgeable. How responsive, friendly, and trustworthy you come across. They're watching how you celebrate your clients, how well you market a home, and whether you seem like someone they’d want to work with.

Social media builds familiarity.

It’s often a long-game strategy, not a short-term lead generator. When someone eventually needs a realtor—or gets a referral from a friend—they’ll remember the agent whose content they’ve been watching for months. That’s when the DMs start.

But it’s not just buyers watching—other realtors are following you too. Agents keep tabs on their competition and use social media to stay informed about new listings hitting the market, especially within their coverage area. They’re also observing marketing techniques, branding efforts, and creative approaches to see what’s working. Social media becomes a pulse on the local market and a source of inspiration—or motivation—to level up.

In short, people aren’t just following your listings. They’re following you—because they want to know what it’s like to work with you, or to work against you.

The “Halo Effect” of Great Marketing

Another important aspect of social media is perception. When you post high-quality content—professional photos, beautifully edited videos, smooth drone shots, and well-written captions—you demonstrate a higher level of care and marketing ability.

Even if the person scrolling isn’t looking to buy right now, they’re forming opinions:

“This agent takes their listings seriously.”
“They know how to present a property.”
“They’re clearly successful—they must know the market well.”

That perception can lead to referrals, listings, and buyers who want to work with you down the line. This is the halo effect of great marketing: it reflects positively on every part of your business, not just the house you’re showcasing.

Should You Stop Posting Listings?

Not necessarily. Just don’t expect them to drive direct leads. Posting listings serves several secondary purposes:

It shows your activity and success.
It gives sellers confidence that you’ll market their home well.
It feeds your pipeline by demonstrating your reach.
It creates opportunities for engagement and word-of-mouth sharing.

The key is to balance listing content with value-driven and personal content. If all your posts are templated flyers and just-listed graphics, people will tune out. But if they see your face, hear your voice, and learn something useful now and then—they’ll stick around.

Final Thoughts

Social media isn’t where buyers find homes. It’s where they find you.

Realtors who treat social media like a direct sales channel will likely be disappointed. But those who treat it like a personal branding platform, a relationship-building tool, and a trust amplifier will see results over time.

Use social media to plant seeds, not harvest them. Show up consistently. Be real. Offer value. And when it’s time for a buyer to choose an agent—they’ll already feel like they know you.

That’s the power of social media done right.