7 Types of Real Estate Social Media Content to Use in 2025

In today's competitive market, a generic feed of property listings is no longer enough. Potential clients crave authenticity, expertise, and a glimpse into the lifestyle a new home can offer. The most successful agents understand that real estate social media content is not just about selling a property; it's about building a brand, establishing trust, and nurturing a community. This shift requires a strategic blend of content that educates, entertains, and engages your audience long before they're ready to transact.

This listicle breaks down seven essential content pillars that will transform your social profiles from simple digital flyers into powerful lead-generation engines. While effectively showcasing your properties is still crucial, it's only one piece of the puzzle. For a comprehensive approach to integrating your listings into social platforms, refer to a detailed step-by-step guide to social media listings to master that foundational skill.

From there, we will explore the actionable strategies that build your authority and personal brand. From cinematic property tours and data-driven market updates to authentic behind-the-scenes glimpses, this guide provides the specific tactics and fresh perspectives you need to stand out and capture attention in a crowded digital landscape.

1. Property Tour Videos & Virtual Walkthroughs

Video isn't just a part of the online landscape; it's the dominant force. Property tour videos and virtual walkthroughs are essential pieces of real estate social media content because they offer an immersive experience that photos and text simply cannot match. This format allows potential buyers to explore a home's layout, ambiance, and unique features from anywhere, building an emotional connection before they even step through the door.

The power of this approach is backed by data: listings with video receive a staggering 403% more inquiries. High-production cinematic tours, like those popularized by Ryan Serhant, are perfect for luxury listings on YouTube, while quick, engaging property highlight clips thrive on Instagram Reels and TikTok.

How to Implement This Strategy

Creating compelling video tours doesn't require a Hollywood budget. To produce truly stunning property tour videos and virtual walkthroughs, investing in the right tools is essential, such as exploring these top real estate video editor picks.

Here are actionable tips to get you started:

• Stabilize Your Shots: Use a smartphone gimbal for smooth, professional-looking footage. Shaky camera work can make a property feel disorienting and cheapen the presentation.
• Hook Viewers Immediately: Start your video in the most impressive area of the home, like a gourmet kitchen or a living room with a stunning view. The first three seconds are critical for capturing attention.
• Optimize for Mobile: Shoot and edit in a vertical (9:16) format for platforms like Instagram Reels, TikTok, and YouTube Shorts. This ensures the video fills the entire screen on mobile devices, where most users will be watching.
• Add Context with Text: Include on-screen text overlays highlighting key details (e.g., square footage, number of bedrooms, unique features). Many users watch videos without sound, so text makes your content accessible to everyone.
• Leverage Trending Audio: For short-form videos, use trending songs or sounds to increase your reach. The platform's algorithm often prioritizes content using popular audio.

This example from Enes Yilmazer showcases a high-end cinematic tour that tells a story and sells a lifestyle, not just a property.

2. Before & After Renovation Content

Transformation content taps into the universal appeal of a makeover story, making it a powerful form of real estate social media content. By showcasing properties that have been renovated, staged, or improved, you demonstrate a property's hidden potential and highlight the value you bring to clients. This format is incredibly engaging because it provides a satisfying and visually compelling narrative of progress and improvement.

The data speaks for itself: transformation posts can generate 3-5 times more engagement than standard property photos. This strategy was popularized by HGTV personalities like Tarek El Moussa and Christina Hall, who masterfully document property flips. It’s also a staple for real estate investors on TikTok and staging companies who need to prove their ROI.

How to Implement This Strategy

Creating captivating before-and-after content is about more than just snapping two pictures. The key is to tell a visual story that is both dramatic and easy to follow. This approach positions you as an expert who understands how to maximize a home's value, a crucial skill for both buyers and sellers.

Here are actionable tips to get you started:

• Maintain Consistent Angles: Always take your "before" and "after" photos from the exact same angle and height. This creates a seamless and professional comparison that makes the transformation more impactful.
• Show the ROI: Don't just show the pictures; show the numbers. Include a brief cost breakdown of the renovation and the resulting increase in property value. This provides immense educational value and positions you as a savvy investment advisor.
• Use Engaging Formats: Leverage Instagram's carousel feature to create a "swipe to see the after" effect. For video, create a quick-cut Reel or TikTok that transitions from the old space to the new, set to trending audio for maximum reach.
• Collaborate and Tag: Tag the contractors, designers, stagers, and vendors involved in the project. This expands your content's reach to their audiences and strengthens your professional network.
• Explain the "Why": In your caption, explain the strategy behind the changes. For example, "We opened up this wall to create an open-concept living space, which is what today's buyers are looking for." This demonstrates your market knowledge.

This example from Tarek El Moussa perfectly illustrates how to document a flip, creating suspense and excitement around the final reveal.

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A post shared by Tarek El Moussa (@tarekdelmoussa)

3. Neighborhood & Local Area Spotlights

Selling real estate is about selling a lifestyle, not just a structure. Neighborhood and local area spotlights are a powerful form of real estate social media content that positions you as the definitive local expert. This strategy involves creating content that showcases the amenities, culture, and unique character of the communities you serve, helping buyers envision their life beyond the four walls of a house.

This approach is highly effective because neighborhood quality is a top consideration for 89% of homebuyers. By highlighting the best local coffee shops, parks, schools, and community events, you provide immense value and build trust. Agents like Glennda Baker have built massive followings with YouTube series dedicated to exploring different Las Vegas neighborhoods, proving this content's appeal.

How to Implement This Strategy

Showcasing a neighborhood effectively requires you to think like a local tour guide and content creator. The goal is to answer the questions buyers have before they even think to ask them.

Here are actionable tips to get you started:

• Partner with Local Businesses: Feature a local boutique, restaurant, or coffee shop in an Instagram Story or Reel. Tag the business for cross-promotion, tapping into their audience and reinforcing your community connection.
• Create a Series: Establish a consistent content series, like 'Neighborhood Spotlight Sundays' or 'Tuesday Tours,' to build anticipation and keep your audience engaged. This organizes your content and makes it a reliable resource.
• Show, Don't Just Tell: Film short video clips at different times of the day to capture the area's varying atmospheres, from the morning coffee rush to a quiet evening stroll in the park.
• Use Local SEO: Always use specific location tags and local hashtags (e.g., #DowntownAustinLiving, #ArlingtonVA) to ensure your content is discoverable by people actively searching for information about that area.
• Incorporate Resident Voices: Interview local residents or business owners to get authentic testimonials about what makes the community special. This adds a powerful layer of social proof to your content.

This example from Javier Gonzalez is a perfect showcase of a detailed neighborhood video tour that provides incredible value to anyone considering a move to the area.

4. Educational 'Did You Know?' Real Estate Tips

Positioning yourself as an expert is one of the most powerful marketing moves you can make. Educational 'Did You Know?' posts are a cornerstone of effective real estate social media content because they build trust by providing tangible value upfront. This format shares bite-sized, valuable insights about the buying/selling process, market trends, or financing, establishing you as a knowledgeable guide rather than just a salesperson.

The impact of this approach is significant: educational content can generate over 50% more engagement than purely promotional posts. By answering common questions and debunking myths, you attract an audience that is actively seeking information, making them highly qualified leads for the future. This strategy is perfectly executed by figures like Graham Stephan, who built a massive following by simplifying complex real estate investment topics.

How to Implement This Strategy

Creating compelling educational content is about simplifying complex topics into easily digestible formats. The goal is to make your audience feel smarter and more confident about their real estate journey. You can find excellent examples and data to support your content through resources like the National Association of Realtors' research reports.

Here are actionable tips to get you started:

• Use an Engaging Hook: Start your posts with curiosity-driven phrases like "Did you know...?" or "Real estate myth vs. fact:" to immediately grab attention.
• Keep Language Simple: Avoid industry jargon. Explain concepts like "escrow," "contingencies," or "PMI" in plain language that a first-time homebuyer can easily understand.
• Create Themed Content Series: Establish consistency with recurring weekly themes like "Tip Tuesday" or "Finance Friday." This trains your audience to look forward to your valuable insights on a regular basis.
• Leverage Carousel Posts: Use Instagram carousel posts to break down a multi-step process, such as "5 Steps to Prepare Your Home for Sale" or "A Timeline of the Closing Process." Each slide can represent one clear, concise step.
• Address Timely Topics: Create content relevant to the current season or market conditions. Discuss the pros and cons of buying in the spring market, tax implications for homeowners, or how interest rate changes affect affordability.

This Instagram post from a real estate professional effectively uses a simple graphic to debunk a common homebuyer myth, making the information clear and shareable.

View this post on Instagram

A post shared by Tyler Hassman | Kelowna REALTOR® (@tylerhassman)

5. Client Success Stories & Testimonials

Nothing builds trust faster than social proof. Client success stories and testimonials are a cornerstone of effective real estate social media content because they shift the focus from what you say about your services to what others have experienced. This type of user-generated content humanizes your brand and provides authentic, third-party validation of your skills and results.

The data speaks for itself: an overwhelming 92% of consumers trust peer recommendations over traditional advertising. By showcasing happy clients at their new doorstep or sharing a heartfelt video review, you transform a transactional service into a relatable human story. This approach, popularized by coaching systems like Tom Ferry, leverages the "document, don't create" philosophy to build a powerful library of proven success.

How to Implement This Strategy

Authenticity is key when gathering and sharing client stories. Instead of simply asking for a review, create a seamless process that makes it easy for clients to share their positive experiences.

Here are actionable tips to get you started:

• Strike While the Iron is Hot: Ask for a testimonial immediately after a successful closing when emotions and excitement are at their peak. The client's enthusiasm will translate into a more powerful and genuine review.
• Guide the Narrative: Provide clients with a simple template or a few guiding questions (e.g., "What was your biggest challenge, and how did we help you overcome it?"). This helps them structure their thoughts and ensures you get specific, impactful details.
• Capture the Moment: Offer to film a quick, vertical video testimonial on your phone during the final walkthrough or key handover. This candid format feels more authentic and performs exceptionally well on Instagram Stories and Reels.
• Create a "Wall of Fame": Compile your best reviews into a dedicated "Testimonials" or "Happy Clients" highlight reel on your Instagram profile. This makes your social proof easily accessible to new followers.
• Repurpose Key Quotes: Pull the most compelling sentences from written reviews and turn them into eye-catching graphics using a tool like Canva. These are perfect for sharing across all platforms, from your Facebook feed to your email newsletter.

This post from a Florida-based RE/MAX agent is a perfect example of a simple yet effective client success story, featuring a high-quality photo and a caption that tells their journey.

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A post shared by Lisa P. B. , REALTOR®️ (@lisapbrealtor)

6. Behind-the-Scenes & Day-in-the-Life Content

Modern consumers crave authenticity, and "day-in-the-life" content is the most effective way to deliver it. This type of real estate social media content peels back the curtain, showcasing the unpolished, human side of the business. From early morning market prep to late-night offer negotiations, these posts build trust and create a strong, personal connection with your audience.

The data speaks for itself: 86% of consumers say authenticity is a key factor when deciding which brands to support. By moving beyond polished listings and sharing the real hustle, you transform from a sales agent into a relatable guide. This approach, popularized by figures like Gary Vaynerchuk and Ryan Serhant, thrives on platforms like TikTok and Instagram Stories, where genuine moments outperform perfectly curated posts.

How to Implement This Strategy

The core principle is to document your daily journey rather than constantly trying to create perfect content. This makes your social media presence more sustainable and far more engaging.

Here are actionable tips to get you started:

• Film in Snippets: Capture short clips throughout your day (e.g., grabbing coffee, prepping for a showing, making calls, signing paperwork). You can easily compile these later into a compelling Reel or TikTok video.
• Show the Full Spectrum: Don’t just post the glamorous wins. Share the challenges, the long hours, and the problem-solving. This vulnerability makes you more trustworthy and human.
• Use Time Stamps and Text: Add text overlays with time stamps (e.g., "7:00 AM: Market analysis") to give your day-in-the-life videos a clear, engaging narrative structure that’s easy to follow.
• Leverage Trending Audio: Pair your behind-the-scenes video clips with trending sounds on Instagram Reels or TikTok. This simple trick can dramatically boost your content's reach and visibility on the platform.
• Prioritize Real-Time Updates: Use Instagram Stories for impromptu, real-time updates. This is the perfect place for quick thoughts, client shout-outs (with permission), or a look at your busy showing schedule.

This TikTok from Madison Sutton is a prime example of a "Day in the Life" video that feels authentic, fast-paced, and gives viewers a genuine glimpse into the life of a NYC real estate agent.

@thenycagent

A DAY IN MY LIFE AS A NYC REAL ESTATE AGENT #dayinmylife #nycrealestate #nycapartment #nycrentals #realestateagent #ditl

♬ Pieces (Solo Piano Version) - Danilo Stankovic

7. Market Updates & Data Visualization

Becoming a trusted advisor, not just a salesperson, is how top agents build long-term relationships and referral networks. Data-driven market updates are a cornerstone piece of real estate social media content because they position you as the local expert. By translating complex statistics into understandable insights, you empower clients to make informed decisions, building immense trust and credibility.

This approach is highly effective; visually presented market data receives a remarkable 94% more views than text-only updates. Whether it's a slick Instagram carousel or a detailed YouTube video, presenting objective analysis establishes you as a go-to resource for anyone considering a move in your area.

How to Implement This Strategy

You don't need to be an economist to create compelling market reports. The key is to focus on a few critical metrics and explain what they mean for the average buyer or seller. This establishes your expertise and provides tangible value to your audience.

Here are actionable tips to get you started:

• Focus on Key Metrics: Don't overwhelm your audience. Concentrate on 3-5 core data points like Median Sale Price, Days on Market, and Months of Supply.
• Visualize the Data: Use free tools like Canva to create professional, easy-to-read graphics. Templates can help you maintain a consistent brand look for your monthly updates.
• Add Your Interpretation: Data without context is just numbers. Explain what the trends mean. Is it a good time to sell? Are buyers facing more competition? Your analysis is the real value.
• Create Reusable Templates: Design a branded template for your monthly updates. This saves time and creates a recognizable content series your followers will look forward to.
• Post Consistently: Schedule your market updates for the same day each month (e.g., the first Tuesday). This consistency trains your audience to expect and seek out your expert insights.

This bar chart provides a clear, at-a-glance summary of the most crucial local market metrics for the current month.

The visualization quickly communicates that while prices remain high, properties are staying on the market longer and inventory is low, indicating a complex market that requires expert guidance.

Real Estate Content Types Comparison

Bringing It All Together: Your Path to Content Excellence

Navigating the dynamic world of social media can feel overwhelming, but building a powerful online presence is no longer optional for the modern real estate professional. It's a fundamental pillar of a successful, scalable business. This article has provided a comprehensive playbook, moving beyond generic advice to offer a strategic mix of seven distinct content categories. From immersive Property Tour Videos that bring listings to life, to the human connection forged through Client Success Stories, each idea serves a unique purpose in your marketing funnel.

The true power of this approach lies in its diversity. By consistently rotating between content types, you create a rich, multi-faceted feed that appeals to a wide range of audience segments. One day you are the local expert with a Neighborhood Spotlight, the next you are the trusted advisor sharing Educational 'Did You Know?' Tips. This variety prevents audience fatigue and positions you as more than just an agent; it establishes you as an indispensable community resource and an industry authority.

Key Takeaways for Immediate Action

The core principle unifying all these strategies is the shift from a purely sales-focused mindset to one centered on value and authenticity. Your real estate social media content should be a magnet, not a megaphone. It's about pulling potential clients into your orbit with genuine insights and compelling stories, rather than just pushing listings at them.

Remember these crucial takeaways:

• Balance is Essential: A healthy content calendar mixes promotional posts (like new listings) with value-driven content (like market updates and educational tips) at an approximate 80/20 ratio.
• Authenticity Builds Trust: Behind-the-Scenes content and genuine testimonials do more to build credibility than any polished advertisement ever could. People connect with people, not just brands.
• Consistency is Your Superpower: Sporadic posting won't build momentum. A consistent schedule, even if it's just a few high-quality posts per week, keeps your audience engaged and tells the algorithm that your content is relevant.

Your Path Forward: From Strategy to Execution

The journey to content excellence begins with a single, manageable step. Don't try to implement all seven ideas at once. Instead, choose two or three that align best with your personal brand and current business goals. If you have a property with a stunning remodel, start with Before & After Renovation Content. If you're a data-driven agent, lean into creating visually engaging Market Updates.

The goal is to transform your social media from a passive portfolio into an active, lead-generating engine. Every post is an opportunity to start a conversation, demonstrate your expertise, and build a relationship. By consistently delivering high-quality, diverse real estate social media content, you are not just marketing properties; you are building a sustainable brand that attracts clients, earns referrals, and cements your status as a top agent in your market.

Ready to supercharge your content creation and save hours every week? Saleswise uses advanced AI to instantly generate expert-quality social media posts, compelling listing descriptions, and insightful market analysis tailored for real estate. Stop staring at a blank screen and start creating standout content today with a free trial at Saleswise.

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