The Top 7 Social Media Mistakes Realtors Make—and How to Fix Them
TLDR:
Many Realtors struggle with social media because they fall into common traps like posting inconsistently, focusing only on self-promotion, or ignoring engagement. The key to success lies in showing up regularly, mixing in authentic content, using video, and highlighting local expertise. By avoiding these seven common mistakes and focusing on genuine connection, real estate professionals can turn their social media into a powerful tool for building trust and generating leads.
Let’s walk through the 7 most common social media mistakes Realtors make—and how to avoid them.
Social media can be a game-changer for real estate professionals. Done right, it helps you build trust, showcase your expertise, and generate a steady stream of leads. Done wrong? Well… it becomes just another time-consuming task with little to show for it.
The truth is, most Realtors know they should be using social media more strategically—but many fall into the same traps that cost them opportunities. The good news? Once you spot these mistakes, they’re surprisingly easy to fix.
1. Posting Inconsistently (and Then Wondering Why Nothing Sticks)
We’ve all seen it: an agent posts daily for two weeks, then disappears for a month. In the eyes of their followers, they go from “active professional” to “did they quit real estate?” almost overnight.
Why it matters: Social media algorithms reward consistency. Plus, your audience needs regular reminders of who you are and what you do. If you’re not showing up consistently, you’re easy to forget.
How to fix it:
Create a simple content calendar—nothing fancy, just a plan.
Aim for a manageable schedule (2–3 quality posts per week is better than 7 rushed ones).
Batch your content so you’re not scrambling last-minute.
2. Treating Social Media Like a Billboard
Some agents use social media like it’s a nonstop advertising channel: “Just Listed!” … “Open House!” … “Price Reduced!” The problem? Nobody logs into Instagram or Facebook hoping to scroll through ads.
Why it matters: Social media is about connection, not constant self-promotion. If every post screams “buy from me,” your audience will start tuning you out.
How to fix it:
Mix in personal stories, market insights, community highlights, and client wins.
Follow the 80/20 rule: 80% value and connection, 20% promotion.
Think like a human first, Realtor second.
3. Ignoring Engagement
Here’s a harsh truth: hitting “post” and walking away isn’t enough. Realtors often forget the “social” part of social media.
Why it matters: Engagement builds relationships. Algorithms prioritize posts with more comments and interactions, so ignoring your followers means limiting your reach.
How to fix it:
Respond to comments and DMs quickly.
Ask questions in your captions to spark conversation.
Treat engagement as networking—it’s how relationships (and referrals) are born.
4. Overcomplicating the Content
Ever spend an hour making a polished graphic, only to get two likes? Meanwhile, a quick photo of you at a coffee shop chatting about market trends gets triple the engagement.
Why it matters: Social media thrives on authenticity. Overly staged, heavily branded, or jargon-filled posts feel cold and impersonal.
How to fix it:
Keep it simple—share what you know in a conversational way.
Use your phone’s camera; perfection isn’t required.
Remember: people connect with you, not just your listings.
5. Forgetting the Power of Video
Some agents still avoid video because they’re camera-shy or think it’s too much work. But here’s the reality: video content is king on nearly every platform right now.
Why it matters: Video grabs attention, builds trust faster, and performs better with algorithms. Buyers and sellers want to see and hear you—it makes you real.
How to fix it:
Start small with Instagram Stories or short clips on Reels.
Share quick tips like “3 things to know before listing your home.”
Don’t worry about being perfect—authenticity beats polish every time.
6. Skipping Local Content
Agents often post generic market advice or copy-paste national headlines. The problem? That doesn’t position you as the go-to expert in your local market.
Why it matters: Real estate is hyper-local. People don’t just want to know about “the housing market”—they want to know what’s happening in their neighborhood.
How to fix it:
Share updates on local events, schools, and businesses.
Highlight hidden gems in your community.
Post about market stats specific to your city or county.
7. Not Having a Clear Brand Voice
Many Realtors fall into the trap of copying what others are posting, which makes their feeds blend together. Without a clear voice, it’s tough to stand out—or be remembered.
Why it matters: Your brand voice sets you apart. It’s what makes people feel connected to you, not just your listings.
How to fix it:
Decide how you want to come across: approachable? funny? insightful? bold?
Stick to a set of content themes (e.g., education, behind-the-scenes, lifestyle, listings).
Make sure your captions sound like you talking, not a robot.
Wrapping It Up
Social media doesn’t have to feel overwhelming or like a chore. The key is avoiding these common mistakes and approaching it the way your audience actually uses it—for connection, conversation, and community.
If you show up consistently, engage authentically, and deliver real value, your social media will stop feeling like “extra work” and start becoming one of your most powerful business tools.