Social Media in Real Estate: The Engagement Trap

Social media has undeniably transformed real estate marketing, with platforms like Instagram, TikTok, and Facebook allowing agents to showcase properties to broad audiences. However, a significant gap exists between what social media offers and what real estate professionals truly need: closing deals. Platforms are designed for engagement metrics—likes, views, shares—not for fostering the kind of interactions that lead to transactions. The National Association of Realtors (NAR) reports that while over 60% of agents rely on social media for visibility, the number of deals these interactions generate remains low​.

‍

Agents need more than just visibility; they need platforms that turn interest into action. Currently, social media algorithms prioritize content that performs well in terms of engagement rather than connecting agents with genuine leads. Even listings that go viral can fall short, attracting large but non-targeted audiences who engage without the intent to buy or refer. Privacy regulations add further complexity, as agents must ensure data protection while trying to nurture client relationships​.

‍

Real estate professionals need social media that goes beyond views and likes, supporting genuine, transaction-oriented connections. Platforms that are built with the goal of converting curiosity into client relationships—and ultimately deals—will be the ones that make a lasting impact in real estate. Moving from “vanity metrics” to value-driven interactions is essential for professionals who want to grow their businesses, not just their follower count.