5 Social Media Mistakes Real Estate Agents Make—And How to Fix Them

Social media isn’t just a nice-to-have for real estate agents anymore—it’s where buyers and sellers are spending their time. With over 60% of homebuyers starting their search online, your presence on platforms like Instagram, Facebook, and TikTok is often the very first impression people have of you.

But here’s the catch: simply posting isn’t enough. Many agents are pouring time into social media but not seeing results, and the reason usually comes down to a few very common mistakes. The good news? They’re fixable—and once you shift your approach, you’ll notice your engagement, followers, and even client inquiries start to rise.

Here are the five most common mistakes real estate agents make on social media—and exactly how to fix them.

1. Posting Only About Listings

Imagine walking into a networking event where someone only talks about their business, their deals, and what they’re selling. You’d likely tune out pretty quickly, right? That’s what it feels like when a feed is filled only with “Just Listed” and “Just Sold” posts.

Yes, your listings are important—but your audience wants more than that. They’re not following you just to see houses; they’re following you because they want to know you and to get a sense of the lifestyle your community offers.

The Fix: Balance your content with variety.

• Share local lifestyle posts—restaurants, boutiques, events, family activities.

• Offer educational content—market updates, home staging tips, renovation ROI breakdowns.

• Show behind-the-scenes moments—your morning coffee before showings, a sneak peek at staging, your kids “helping” you work.

• Then weave in listings so they become part of a well-rounded mix instead of the main event.

👉 Think of your account as a digital magazine that highlights life in your market, not just a catalog of properties.

2. Ignoring Branding

Social media is crowded. If your posts look like everyone else’s, you’ll blend right into the noise. Consistent branding makes your content instantly recognizable and builds credibility with your audience.

When agents skip branding, their feeds look messy and disconnected—making it harder for followers to trust them as polished professionals.

The Fix: Build a cohesive brand identity.

• Choose a color palette that matches your vibe (soft neutrals for approachable luxury, bold tones for modern energy).

• Stick to 2–3 fonts and use them consistently in all graphics.

• Use branded templates (like my Canva template packs) to streamline design and keep everything cohesive.

• Show your face—people connect with people, not logos. Add personal photos to mix with polished graphics.

When you scroll your grid, ask yourself: Would someone recognize this as mine without seeing my handle? If the answer is no, it’s time for a branding refresh.

3. Skipping Video Content

It’s no secret—video is king on social media. Reels, TikToks, YouTube Shorts, and Stories all get priority in algorithms. Yet many agents avoid video because they’re camera-shy, don’t know what to say, or feel like they don’t have time.

The problem? By skipping video, you’re missing the fastest way to build trust. Clients want to see who you are, hear your voice, and get a feel for your personality before they ever reach out.

The Fix: Start small and keep it simple.

• Neighborhood tours: A quick 30-second walk down a charming street.

• Tips and FAQs: “3 Things to Know Before Selling Your Home in Alpharetta.”

• Behind the scenes: A clip of staging a kitchen or prepping for an open house.

• Market updates: Share monthly insights in short, digestible clips.

Perfection isn’t the goal—connection is. The less polished your videos feel, the more relatable they often are. Start with Stories if Reels feel intimidating, then work your way up.

4. Not Engaging With Followers

One of the biggest mistakes I see is agents treating social media like a one-way megaphone. They post a photo, drop a caption, and disappear until the next post. That’s like handing someone your business card and walking away without shaking their hand.

Social media thrives on conversation. If you’re not engaging, you’re missing opportunities to build relationships.

The Fix: Treat engagement like prospecting—it’s non-negotiable.

• Reply to every comment and DM (even if it’s just “Thanks so much!”).

• Engage with local businesses—comment on their posts and tag them in yours.

• Use interactive features—polls, sliders, and questions in Stories spark easy two-way conversations.

• Follow your past clients and cheer them on in their life milestones.

Even 10 minutes a day of intentional engagement can transform your results. Remember, it’s not just about who follows you—it’s about who trusts you.

5. Lacking a Strategy

This is the most damaging mistake of all: posting without a plan. Without a clear strategy, you waste time creating content that doesn’t support your business goals. Random effort leads to random results.

The Fix: Build a social media strategy that works for your business.

• Define your audience: Who are you trying to attract—first-time buyers, move-up families, luxury sellers?

• Set goals: Do you want to generate leads, build authority, or grow brand awareness?

• Map out a content calendar: Plan at least 2–4 weeks ahead to avoid the “what should I post today?” panic.

• Track what works: Look at your analytics monthly. Which posts are performing? Which ones flop? Double down on what’s working.

When you treat social media like part of your business plan instead of an afterthought, it becomes one of your strongest marketing tools.

Social media can feel overwhelming, but it doesn’t have to be. By avoiding these five mistakes—posting only listings, ignoring branding, skipping video, neglecting engagement, and lacking a strategy—you’ll separate yourself from the average agent and position yourself as a trusted local expert.

Remember, it’s not about doing everything perfectly. It’s about showing up consistently, building relationships, and creating a brand that feels authentic to you.

If you’re ready to take your social media from inconsistent to impactful, let’s work together. My Social Media Audit and Strategy Sessions are designed to give you clarity, direction, and a customized plan that will help you attract more clients and grow your business online.

FAQs

1. What type of content should real estate agents post on social media?
The best-performing accounts mix local lifestyle, educational tips, behind-the-scenes content, and property showcases. This variety builds trust and keeps followers engaged.

2. How can real estate agents brand themselves on Instagram?
Consistent use of colors, fonts, and templates, along with high-quality photos and videos, helps agents create a professional, recognizable brand presence.

3. Why is video important for real estate social media marketing?
Video humanizes your brand, builds trust, and gets more reach on platforms like Instagram and TikTok, making it essential for connecting with potential buyers and sellers.

4. How often should real estate agents post on social media?
Aim for 3–5 feed posts per week, daily Instagram Stories, and at least 1–2 Reels per week to stay consistent without burning out.

5. What’s the best way for real estate agents to grow on social media?
Have a clear strategy, create engaging content, and spend time building real connections through comments, messages, and local collaborations.