Skip to main content

How social media is changing property marketing

If you’re in the hunt for a property or considering making your next real estate move, there’s a good chance you’ve seen properties popping up in your Facebook feed or making their way into your Insta scroll.

That’s because the property buying process has shifted. Now it’s no longer restricted to Saturday newspaper liftouts or even the property portals.

These days platforms like Facebook, Instagram, and even TikTok are a key part of the buying and selling process, and more and more often, buyers are finding their dream home while scrolling, not searching.

So let’s look at how social media is changing property marketing and why it’s something that should be on your radar when selling.

From portals to platforms

Not so long ago, searching for a property involved scouring the signboards outside a real estate office or earnestly searching the Saturday paper.

Then came the real estate portals, including realestate.com.au and Domain, that allow buyers to search for a property online anytime, anywhere.

Social media shifted the playing field again, with its ability to monitor activity and furnish users with content relevant to their current interests, wants, and needs.

This means social media not only caters for people actively searching for properties, it also serves up content to passive buyers who aren’t necessarily searching but may be inspired by what they see online.

In the process there’s been a move toward visual storytelling and lifestyle marketing over specs and stats.

Why social media matters in property marketing

With its immediacy, engagement and analytics, social media offers a series of benefits when it comes to property marketing.

Not only can it reach an audience beyond those actively searching the portals, it can do so in a highly targeted and specific way, with paid social campaigns able to precisely target specific locations, interests and demographics.

Social media is also instant and shareable, with advertising and posts often amplified when people engage with and share the content in real time.

In the process, it offers a series of useful analytics about who is viewing the content, and how long they are engaging with it, which then allows the seller to hone the property marketing further.

Content that captures attention

The best social media property marketing tells a story. It paints a picture of what’s special about a property or what it’s like to live in. It might also tell a story of transformation and inspiration.

Importantly, it’s often immersive, allowing potential buyers to envisage the lifestyle they would have living in that home.

Content that tends to do well on social media includes:

  • Video Tours & Reels: Authentic, dynamic, and perfect for mobile viewing.
  • Before & After Transformations: Emotional and shareable.
  • Behind-the-Scenes Content: Staging, styling, or auction day moments.
  • Neighbourhood Spotlights: Highlighting café culture, schools, or local parks that define lifestyle.

But it’s important to remember, social media property marketing isn’t just about attracting eyeballs. It needs to convert viewing into action – whether that’s having someone call to inquire about the property or attending the open home.

Social media is also just one part of a greater property marketing puzzle. It doesn’t replace advertising on the portals, it complements more traditional property marketing campaigns.

How we can help

If you’re considering buying or selling a property and seeking to understand the current market conditions, why not chat with one of our friendly agents to understand how we can help?

Or feel free to enter your address below to get your instant property estimate.

 

We’re not just about property, but the people and the stories behind it. You can also view our list of currently available properties here.