25 Things That Can Hamper Your Real Estate Social Media Success

• By Christie M
• 08-01-2025
• Trends

Social media is an essential marketing tool in every industry. And in real estate, an excellent social media strategy can elevate your business like never before. With new social networks building niche audiences worldwide, your real estate business can benefit from an intelligent online presence.

While real estate professionals realise the significance of a social media presence, they often despair at the results attained by their social media strategy. Various apparent challenges of social media marketing prevent real estate professionals from getting the desired outcome from their social media efforts. However, several subtle obstacles may not be obvious but hamper your marketing efforts on social media. This article will discuss seven top challenges that hinder your social media efforts in the real estate business.

Social Media Challenges in Real Estate

1. Lack of Growth, Direction or Strategy: Like conventional marketing, social media needs a vision and an objective strategy to succeed. Investing in social media without planning or direction can prevent real estate agents from impacting social media and engaging with audiences effectively. Real estate agents must strive to incorporate creative and versatile real estate social media post ideas to shape a purposeful strategy that fosters brand growth.

2. Inconsistency: Building a social media presence is about consistent activity. Create and maintain a regular social media activity schedule to help improve engagement and visibility among your audiences. Consistent posting on social media can help build momentum and create a reliable online presence. It maintains the audience’s interest, wins their trust, and holds their attention in a competitive atmosphere.

3. Not Adapting to the Latest Social Media Trends: The Q2 2023 Sprout pulse survey stated that 49% of marketers say identifying and responding to emerging trends on social media is their biggest challenge in SMM. In this age of microtrends and agile social media tactics, real estate agents should leverage social listening tools that offer insights to refine their message. Strategic engagement plays and crowdsourced ideas can also add an element of agility to your social media strategy.

4. Running Out of Creative Content Ideas: A successful social media strategy needs a constant flow of creative ideas. Even if the content you posted yesterday has gone viral, you must follow it up with better content today. Building a team of creative professionals can help brainstorm new creative ideas. Try using different softwares, tools and apps for creating and editing images and use creative ideas like virtual staging in real estate properties to attract buyers. Create a social trendspotting strategy to get a head start on viral trends. 

5. Not Understanding Your Buyer: Real estate agents don’t sell one product; you sell a lifestyle – or an aspirational lifestyle that your buyers want. If you don’t understand your consumer, your content will not reflect their aspirations and dreams. That will prevent potential buyers from relating to your social media persona. Spend time creating an ideal client avatar before deciding what you wish to say to them on social media.

6. Impatience in Seeing Results: Real estate agents use marketing tools that yield results overnight. Social media is not a quick fix. It takes months and sometimes years to create an impactful social media presence. Devise a long-term social media strategy and adopt a different approach in this facet of marketing.

7. Needs Extra Efforts: Marketing through social media requires investment, effort, and research. Real estate agents may need to build social media marketing teams who can research the latest trends, find creative ideas for posts, and maintain a consistent online presence for your brand. Social media marketing is all about consistency and high-quality content that requires extra effort from real estate agents.

8. Overlooking the Power of Visual Content: Real estate relies heavily on visuals. Low-quality photos or videos can deter potential clients. Invest in professional photography and videography to create visually appealing posts. Utilize tools like virtual tours, aerial footage, and behind-the-scenes videos to captivate your audience.

9. Ignoring Analytics: Data analytics provides valuable insights into your social media performance. Ignoring metrics like engagement rates, impressions, and conversions prevents you from refining your strategy. Regularly analyze your performance and adjust your content to better resonate with your audience.

10. Focusing on Quantity Over Quality: While consistency is vital, posting mediocre or irrelevant content just to stay active can harm your brand. Strive for quality over quantity by creating posts that genuinely add value to your audience, such as educational tips, success stories, or community insights.

11. Neglecting Interaction with Followers: Social media isn’t just about broadcasting your message; it’s also about engaging with your audience. Failing to respond to comments, messages, or inquiries can make your brand appear unapproachable. Be proactive in building relationships by interacting with followers regularly.

12. Lack of Platform-Specific Strategies: Each social media platform caters to a unique audience and has distinct features. A one-size-fits-all approach can limit your reach and engagement. Tailor your content to suit each platform, whether it’s reels for Instagram, listings on Facebook, or video tours on YouTube.

13. Overlooking Paid Social Media Advertising: Organic reach can only take you so far. Relying solely on free posts might limit your visibility. Invest in paid social media campaigns to target specific demographics and amplify your reach, especially for high-value property listings.

14. Neglecting Local SEO Integration: Ignoring the integration of local SEO into your social media strategy can harm your real estate business. Use location tags, hashtags, and localized content to attract potential buyers in your target area. Highlighting community events, local hotspots, and neighborhood guides can further boost your reach.

15. Lack of Video Content: Video content is one of the most engaging formats on social media. Neglecting to include video tours, client testimonials, or live Q&A sessions in your strategy can hinder your ability to connect with your audience. Platforms like Instagram, YouTube, and TikTok reward video content with higher visibility, making it a crucial part of your social media plan.

16. Overloading on Sales Posts: While it’s important to promote your services, overemphasis on sales posts can alienate your audience. Social media thrives on variety, so balance promotional content with educational and entertaining posts. For instance, share tips for first-time homebuyers, behind-the-scenes content of staging a home, or highlight local community stories. This approach creates a dynamic feed that fosters trust and engagement.

17. Not Showcasing Your Expertise: Social media provides a platform to establish yourself as an authority in the real estate industry. Regularly sharing market updates, infographics, or collaborating with industry professionals, such as mortgage brokers, can position you as a go-to expert. When you demonstrate your knowledge and add value to your audience, you build trust and credibility, essential for long-term success.

18. Using Irrelevant Hashtags: Hashtags play a significant role in increasing your content’s visibility. However, using generic or irrelevant hashtags can dilute your efforts. Research trending real estate hashtags and incorporate them strategically. Local hashtags can help you target a specific audience, while branded hashtags boost recognition and give your content a unique identity.

19. Ignoring Customer Testimonials: Testimonials are powerful tools for building trust and credibility. By not highlighting your clients’ positive experiences, you miss out on an opportunity to connect with potential buyers. Share video testimonials, “before and after” stories, or visually appealing graphics featuring client reviews to make your feed more relatable and trustworthy.

20. Overcomplicating Your Content: On social media, simplicity is key. Overly complex messaging or heavy use of industry jargon can alienate your audience. Focus on creating concise captions and breaking down complicated concepts into easy-to-understand posts, such as carousels or infographics. Relatable language resonates better with your audience and keeps them engaged.

21. Failing to Use Stories and Reels: Stories and Reels are game-changers in the social media landscape. Instagram Stories, for example, provide a temporary yet engaging way to share content, creating a sense of urgency that encourages immediate interaction. Use polls, quizzes, or “Ask Me Anything” sessions in Stories to promote two-way communication with your audience. Meanwhile, Instagram and Facebook Reels, as well as TikTok videos, are perfect for showcasing properties, offering quick home tours, or even sharing tips on buying and selling. Remember, these formats thrive on creativity and brevity, so focus on making content visually appealing and straight to the point.

Additionally, Stories and Reels allow you to repurpose your content in bite-sized formats, providing you with more opportunities to stay relevant and reach audiences who prefer short, digestible content. Leveraging these tools can help you stand out in a crowded market and build a stronger connection with potential clients.

22. Inconsistent Branding: Your social media profile is an extension of your brand identity. Without consistent branding, your audience may struggle to associate your content with your business, undermining recognition and trust. Start by ensuring your logo, color scheme, typography, and tone of voice are uniform across all platforms. For example, if your website has a minimalist aesthetic with soft tones, reflect that in your Instagram posts and Stories.

Visual consistency helps with recall, but branding goes beyond looks. The tone and message in your captions also matter. If your brand voice is professional yet approachable, maintain that tone consistently, whether responding to comments or writing a property description. Clear, consistent branding conveys professionalism and reassures your audience of your reliability.

23. Not Leveraging User-Generated Content (UGC): User-generated content (UGC) is a powerful tool to establish authenticity and build trust. In real estate, potential clients are more likely to connect with genuine experiences shared by other buyers and sellers. Encourage your clients to share photos or videos of their new homes, tagging your business in the process. This not only creates a library of authentic, relatable content but also acts as a testimonial for your services.

Run campaigns where you invite followers to share their stories using branded hashtags. For instance, you can ask them to share why they love their new neighborhood or how they decorated their home, offering a small reward or feature in return. Sharing UGC regularly on your feed or Stories not only saves time on content creation but also fosters a sense of community around your brand.

24. Ignoring Competitor Analysis: Competitor analysis is an essential yet often overlooked step in creating an effective social media strategy. By observing what your competitors are doing, you can identify what works well and what doesn’t resonate with the target audience. Analyze their post formats, engagement tactics, and content types—such as videos, blogs, or infographics—and evaluate which strategies generate the most interactions.

Look for gaps in their approach that you can capitalize on. For instance, if your competitors focus primarily on high-end listings, you could cater to first-time homebuyers with informative content. Similarly, explore niche trends or emerging platforms they may not have adopted yet, like Pinterest boards for interior design inspiration or TikTok for quirky, behind-the-scenes content. Using these insights, you can refine your content strategy, distinguish yourself from the competition, and connect more effectively with your audience.

25. Not Scheduling Posts Strategically: Timing is everything on social media. Posting when your audience isn’t active can significantly impact your content’s visibility. Use analytics tools to identify peak engagement times and schedule posts accordingly. Social media management tools can streamline this process, ensuring consistency and allowing you to focus on creating high-quality content.

Conclusion:

Building an impactful social media presence is not an accident. In the real estate industry, you must create a social media strategy that propels your brand to the forefront. If you are facing some of the real estate challenges listed above, try refining your strategy or get the advice of experts to overcome them. The essence is to remain proactive and plan to achieve your social media marketing goals.

By leveraging tools like Stories, Reels, and user-generated content, you can create an authentic, engaging presence that resonates with your target audience. Additionally, maintaining a consistent schedule, staying updated on trends, and offering value-driven content will set you apart from competitors. Social media is not just about marketing—it’s about building relationships, fostering trust, and establishing yourself as a go-to resource in the real estate industry.

Ultimately, real estate social media success requires commitment and adaptability. Start by refining your strategy, embracing emerging trends, and learning from others in your industry. Whether you’re a seasoned agent or just beginning your social media journey, these steps can help you create a powerful online presence that drives results and grows your business. The key is to remain proactive, experiment with your approach, and continuously analyze your performance to achieve sustained success.