Why Most Realtors Struggle With Social Media (And How to Fix It)

Let’s be honest—social media can feel like a full-time job, especially for real estate agents who are already juggling showings, clients, contracts, and content. But here’s the truth: if you’re not showing up consistently (and strategically) online, you’re missing out on one of the most powerful tools to grow your business.

So why is it so hard for most agents to gain traction on social media? Let’s break down the most common struggles—and exactly how to fix them.

1. Posting Without a Plan

The Problem:
You’re posting random content whenever you remember—or when business is slow. There’s no real strategy behind it, and it shows.

The Fix:
Create a content calendar and stick to it. Plan out posts weekly or monthly with a balance of local market updates, listings, educational tips, and personal content. Your feed should tell a story—who you are, what you do, and how you help.

2. Only Posting Listings

The Problem:
Your feed looks like the MLS. While showcasing your listings is important, it’s not what builds trust, engagement, or brand loyalty.

The Fix:
Use the 80/20 rule—80% of your content should be value-driven, lifestyle-oriented, or personal. Only 20% should be promotional. Talk about the buying process, share tips, highlight local hotspots, and let people get to know you, not just your listings.

3. Lack of Personal Branding

The Problem:
Your content looks like everyone else’s. Same templates, same captions, same “Just Listed!” posts.

The Fix:
Your brand is more than a logo—it’s your tone, your personality, your values. Show up on video. Use consistent fonts, colors, and messaging across platforms. Be real. The more relatable you are, the more people will want to work with you.

4. Inconsistent Posting

The Problem:
You ghost your audience for weeks, then post five times in one day when you get a new listing.

The Fix:
Consistency > frequency. It’s better to post 3 times a week, every week, than to go silent for a month and then overload your feed. Use scheduling tools (like Later, Buffer, or Planoly) to stay on track—even when life gets busy.

5. Not Using Video (Especially Reels & TikTok)

The Problem:
You’re only posting photos or static graphics, and your reach is tanking.

The Fix:
Short-form video is the fastest way to grow your brand. Start simple: market updates, “day in the life” clips, home tours, or FAQ videos. You don’t need to go viral—you just need to show up. Algorithms favor video, and clients want to see you in action.

6. Ignoring Engagement

The Problem:
You’re posting, but not responding to comments or DMs. You’re missing the social part of social media.

The Fix:
Make time daily to engage with others—comment on local pages, reply to DMs, and thank people who engage with your content. Social media isn’t a billboard; it’s a conversation. And conversations build connections that lead to closings.

7. Doing It All Yourself

The Problem:
You’re trying to wear every hat—and social media falls to the bottom of the list.

The Fix:
Outsource what you can. Hire a digital marketing partner (👋🏼) who understands real estate and can help you create strategic content that connects and converts. Your time is valuable—use it where it matters most.

Final Thoughts

Social media isn’t just for fun—it’s your digital storefront. It’s where people get to know you, trust you, and eventually hire you. If you’re not using it strategically, you’re leaving deals on the table.

But the good news? It’s never too late to turn things around.