Real Estate Social Media Marketing That Drives Leads

By Saleem Mubarak

Amid technological advancements, social media has become a crucial part of the business world, especially in real estate, where visibility and engagement can directly impact success.

Real estate social media marketing is now a key factor in how professionals reach clients and stay competitive in today’s digital marketplace.

The NYC Empires spoke with Matthew Abril, a New York real estate professional, about the importance of a digital presence and the impact of social media on the real estate sector.

How Social Media is Changing Real Estate Dynamics

He said that social media is changing business dynamics and a number of media platforms have played their part. He said that platforms like Instagram and Facebook, for example, don’t really have a huge impact. However, platforms such as TikTok, YouTube Shorts and Instagram Reels have truly defined the current market.

Most agents, if not all, are integrating them into their business one way or another. These short-form video platforms have changed “how we communicate with clients, how we promote listings and how people discover us,” he explained.

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Lead Generation Through Short-Form Content

He said that certain platforms, especially TikTok, have generated a good amount of leads for them. As far as Google and Google reviews go, they are helpful when people are looking to cross-reference, but they are not the driving force behind lead generation.

“In my experience, most people who are looking for brokers are not typically googling ‘real estate agent near me.’ They usually go to one of the big agencies. When you have a video online that connects your name to your face, people feel more comfortable reaching out. That’s how we’re winning our leads and building business right now. The visual and personal connection really matters in this market.”

The Role of Traditional Marketing in a Digital Era

Talking about traditional marketing such as billboards, flyers, or email campaigns, he said that email marketing is a good way to stay relevant, but not so much for sourcing new business. It’s great when you’ve been in the industry for a long time and have a large Rolodex of clients. It definitely helps with retention and it does translate into repeat business, he added.

“The same thing applies to mailers, flyers, or even billboards. They are not the primary tools anymore, but they are still a good and essential way to maintain visibility and remind people of your brand. It’s more about staying in the client’s mind than actively generating new leads,” he remarked.

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LinkedIn as a Powerful Real Estate Tool

Among all digital platforms, Matthew favors LinkedIn for generating leads. He noted that he has been using the platform extensively, making it one of his favorites for contacting people. He said that through this platform, he can cross-reference a property owner’s name with their profession.

He said that sometimes he missed the mark, but other times he succeeded in converting a lead.

“I’ve sold $2 million-plus condos simply from messaging people on LinkedIn. I think that’s been the most effective social media platform for me so far. It allows for more professional interaction and helps me identify the right prospects faster,” he claimed.

Building a Personal Brand Through Real Estate Social Media Marketing

When asked how important it is for real estate professionals to establish themselves as a brand, he stressed that it’s very important — extremely crucial, in fact. You can’t just be an agent anymore; you have to be a brand that people recognize and trust.

“When it comes to building that brand, I prefer a targeted approach. The neighborhoods and markets I work in require a more focused strategy to convert leads effectively,” he added.

He said that it’s not just about being everywhere — it’s about being in the right place, reaching the right people with the right message.

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Sharing his strategy for establishing himself as a brand, he emphasized that he relies on a targeted approach through social media. “The markets I work in respond better to personalized, engaging content,” he said.

Matthew noted that social media lets you connect directly with people, show your expertise and control your narrative. Mainstream media has its benefits, but for real estate, I think social media is far more direct and cost-effective.

Digital Marketing Levels the Playing Field for Small Businesses

When asked about the potential of digital marketing to offer smaller businesses a level playing field to compete with larger firms, he said digital marketing gives smaller businesses an equal opportunity. It allows them to reach the same audience that major players target, without a massive budget.

“If you create strong, consistent content and engage your audience, you can absolutely compete with the larger players. The power of digital marketing is that it gives everyone an equal opportunity to be visible.”

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To a query about rating his business and services compared to others in New York, he gave himself a 9 out of 10. “We do a lot of market outreach and community engagement. We make sure to keep our clients informed and updated. We’re proactive — we make calls, visit local grocery stores and stay active on social media,” he noted.

“The reason I didn’t give myself a 10 is that there’s always room to improve. I’m conscious of that and I believe in constant growth. But right now, we’re doing everything we can to be the best version of ourselves.”

Author Profile

Saleem Mubarak: The writer is a real estate journalist specializing in all types of New York City properties, including luxury residences, commercial spaces, and homes.

He also writes humorous articles about real estate, investors, and realtors.