I’ve been in the social media game for a long time. At Smarcomms, we’ve managed social media for over 10,000 brands, and I’ve personally reviewed thousands of accounts. The patterns become impossible to ignore. And in real estate, the same handful of mistakes appear over and over again.
It’s not for lack of effort. Most agents I see are posting, engaging, and trying to build a brand. But they’re spinning their wheels because their strategy is built on a shaky foundation of outdated advice with a fundamental misunderstanding of how social media actually works in 2026.
They treat it like a digital billboard, a place to shout about listings and open houses. They chase vanity metrics like followers and likes, mistaking online activity for business impact. The result? A lot of noise, a lot of wasted time, and very few leads.
If that sounds familiar, you’re in the right place. This isn’t another list of generic tips. This is a deep dive into the eight most common (and costly) social media mistakes I see real estate agents make, drawn from years of in-the-trenches experience. More importantly, I’m going to show you what to do instead.
Mistake 1: Broadcasting Instead of Connecting
The single biggest mistake I see is treating social media as a one-way broadcast channel. The feed is an endless stream of “Just Listed,” “Open House Sunday,” and “Sold!” posts. It’s a digital flyer, not a conversation.
Why it’s a mistake
People don’t go on social media to be advertised to; they go to connect. When your feed is nothing but sales pitches, you train your audience to ignore you. You become part of the noise. According to the 2025 REALTORS® Technology Survey from the National Association of REALTORS®, 75% of agents use social media, but only a fraction use it to generate leads effectively. The difference is connection.
Your feed should be a magnet, not a megaphone. It should pull people in, not just push information out. A broadcast-only approach completely misses the “social” part of social media.
What to do instead: Adopt the “Give, Give, Give, Ask” Model
For every one “ask” (your listing, your open house), you should provide at least three pieces of valuable, non-salesy content. Your goal is to become the go-to digital resource for all things real estate in your community.
Give #1: Local Expertise. Share a video about the new coffee shop opening downtown. Post a picture of your favorite local park at sunset. Create a guide to the best dog-friendly patios in your city. You’re not just selling houses; you’re selling a lifestyle. Show it off.
Give #2: Industry Insight. Explain what the latest interest rate news actually means for a first-time homebuyer in your market. Demystify the closing process in a 60-second Reel. Share a quick tip on how to prepare a home for a showing.
Give #3: Personal Connection. Share a behind-the-scenes look at your day. Talk about a challenge you overcame in a recent transaction (without breaking confidentiality). Let people see the human behind the license. People work with people they know, like, and trust.
Only after you’ve consistently provided this value do you earn the right to “ask.” When you do post a listing, it will land with an audience that already sees you as a credible, helpful expert, not just another salesperson. If this sounds like a lot of work, that’s because it is. It’s why many agents choose to work with done-for-you social media for real estate services.
Mistake 2: Being on Every Platform (Poorly)
I see this all the time: an agent has a Facebook, Instagram, LinkedIn, TikTok, Pinterest, and X account. They post the exact same content to all of them, whenever they remember to. Their presence is a mile wide and an inch deep.
Why it’s a mistake
Each social media platform has its own language, culture, and algorithm. A professional, data-heavy post that works on LinkedIn will fall flat on Instagram. A trendy TikTok video will feel out of place on Facebook. By trying to be everywhere, you end up being effective nowhere. You’re just creating more work for yourself with diminishing returns.
What to do instead: Master One or Two Platforms
Where does your ideal client spend their time? If you’re targeting first-time homebuyers, Instagram and TikTok are likely your best bet. If you’re focused on luxury properties or corporate relocations, LinkedIn and Facebook are probably more effective. The key is to choose.
Pick one or two platforms and commit to mastering them. Learn the nuances of the platform. Understand what kind of content performs best. Engage with the community there. It’s far better to be a master of one platform than a jack-of-all-trades.
For example, on Instagram, your focus should be on high-quality visuals: stunning property photos, engaging Reels of home tours, and personal Story content. On LinkedIn, you can share market data, write longer-form articles about the local economy’s impact on housing, and network with other professionals. For a deeper dive, check out our guide on the best social media platforms for real estate.
Once you’ve built a strong, lead-generating presence on one platform, you can consider expanding to another. But not before. Focus is your friend.
Mistake 3: Inconsistent Posting
I pull up an agent’s Instagram profile. They posted three times yesterday, but before that? Silence for two weeks. This feast-or-famine approach is incredibly common, and it kills momentum.
Why it’s a mistake
Social media algorithms favor consistency. When you post regularly, you signal to the platform that you are an active, reliable content creator, and your posts are more likely to be shown to your followers. When you post sporadically, your reach and engagement plummet. More importantly, you fall out of your audience’s mind. In real estate, where the sales cycle can be long, staying top-of-mind is everything.
What to do instead: Create a Simple Content Calendar and Batch Your Work
Consistency doesn’t mean you have to post every single day. It means creating a realistic schedule and sticking to it. For most agents, 3-4 high-quality posts per week is a great starting point. If you need inspiration for what to post, our real estate social media post templates can give you a head start.
1. Get a Calendar: Use a simple spreadsheet or a dedicated tool to plan your posts for the week or month ahead. Map out your “Give, Give, Give, Ask” content. For example:
- Monday: Market Update (Give)
- Wednesday: Behind-the-scenes of a home inspection (Give)
- Friday: Feature a local business (Give)
- Sunday: Promote your open house (Ask)
2. Batch Your Content: Set aside a 2-3 hour block each week to create your content. Film several short videos at once. Write a few captions. Design your graphics. This is infinitely more efficient than trying to come up with something new every single day. This is a core part of how our social media management works, a fact supported by benchmarks from sources like Sprout Social.
3. Schedule It: Use a tool like the Meta Business Suite, or the scheduler in the Smarcomms dashboard, to schedule your posts in advance. This ensures your content goes out even when you’re busy with clients.
Mistake 4: Ignoring Video (Especially Vertical Video)
Some agents are still hesitant to get on camera. Their feeds are all static photos and graphics. In 2026, this is the equivalent of showing up to a gunfight with a knife.
Why it’s a mistake
Video, especially short-form vertical video (Reels, Shorts, TikToks), is the most powerful tool for building connection and trust at scale. It allows people to see and hear you, to get a feel for your personality. Static posts just can’t compete. Platforms are heavily prioritizing video, and accounts that don’t use it are seeing their reach stagnate. Industry data consistently shows that listings with video receive significantly more inquiries than those without, a trend widely reported by outlets like Inman and HousingWire.
What to do instead: Embrace “Done is Better Than Perfect” Video
You don’t need a professional film crew. You just need your smartphone and something valuable to say. Here are some ideas:
15-Second Market Stats: “Did you know the average days on market in [Your Town] dropped by 10% last month? Here’s what that means for sellers.”
30-Second Home Tour: Don’t just show the house, talk about the feeling. “I’m standing in what could be your new home office. Imagine the morning light coming through these windows as you start your day.”
60-Second Q&A: Answer a common client question. “I get asked all the time: ‘Should I renovate my kitchen before selling?’ Here’s my two-minute take.”
Talk to the camera like you’re talking to a client. Be yourself. The goal is connection, not perfection. If you want to see how powerful this can be, explore how we help real estate professionals with video content.
Mistake 5: Chasing Vanity Metrics
I often hear agents say, “I need more followers.”
They are obsessed with metrics that look good on the surface but don’t actually contribute to their bottom line.
Why it’s a mistake
Followers, likes, and views are vanity metrics. They are easy to measure but hard to translate into business results. A thousand followers who are other real estate agents from across the country are less valuable than 100 followers who are potential buyers and sellers in your local market. Chasing vanity metrics leads to the wrong activities, like using generic hashtags or running engagement-bait contests that attract prize-seekers, not clients.
What to do instead: Focus on Connection and Conversation Metrics
Shift your focus from “How many people liked this?” to “How many meaningful conversations did this spark?” The metrics that matter are:
DMs (Direct Messages): This is the holy grail. A DM is a private conversation, a chance to build a real relationship. Every piece of content you create should, in some way, encourage a DM.
Saves: When someone saves your post, they are saying, “This is valuable. I want to come back to this later.” This is a huge indicator of high-quality, useful content.
Shares: When someone shares your post, they are endorsing you to their network. This is digital word-of-mouth.
Comments that aren’t just emojis: Look for comments that ask questions, share opinions, or tag friends. These are conversation starters.
How do you increase these metrics? By creating content that is genuinely helpful, insightful, and specific to your audience. Ask questions in your captions. End your videos with a call to conversation, like “DM me the word ‘buyer’ if you want my free guide to navigating this market.” This is how you turn followers into leads.
Mistake 6: Having a Generic, Placeless Brand
I see so many real estate social media accounts that are completely interchangeable. If you removed the headshot and logo, you would have no idea if the agent was in Miami, Florida, or Anchorage, Alaska. The content is a sea of generic real estate advice and stock photos.
Why it’s a mistake
Real estate is a fundamentally local business. Your online presence should reflect that. A generic brand doesn’t build trust or authority. It doesn’t give people a reason to follow you over the thousands of other agents posting the same things. It makes you a commodity.
What to do instead: Become the Digital Mayor of Your Town
Your social media should be a love letter to your community. You need to be the expert, the insider, the person who knows the best coffee, the hidden gem parks, and the pulse of the local market.
Showcase local businesses: Interview the owner of a new restaurant. Feature a local boutique. This not only provides value to your audience but also builds a powerful network of local allies.
Cover local events: Post about the farmer’s market, the high school football game, the community festival. Show that you are an active, engaged member of the community you serve.
Create location-specific content: Instead of “Tips for First-Time Homebuyers,” create “A First-Time Homebuyer’s Guide to the [Your Neighborhood] Market.” Specificity sells.
When you become the digital mayor of your town, you are no longer just another real estate agent. You are an indispensable local resource. And when someone in your community thinks about buying or selling, you’ll be the first person who comes to mind.
Mistake 7: Not Having a System for Lead Capture
Let’s say you do everything right. You’re creating great content, you’re building connections, and you’re sparking conversations. But what happens next? For many agents, the answer is… nothing. They have no system to move a conversation from a DM to their CRM.
Why it’s a mistake
A conversation is not a lead until it is captured and nurtured. Without a system, potential clients will fall through the cracks. You’ll forget to follow up. You’ll lose track of who was interested in what. This is where the ROI of social media is lost.
What to do instead: Create a Simple Off-Platform Funnel
Your goal is to move the relationship from a platform you don’t own (like Instagram) to one you do (like your email list or CRM). Here’s a simple system:
1. Create a Lead Magnet: This is a valuable piece of content that a potential client would be willing to exchange their email address for. Examples for real estate: a neighborhood-specific buyer’s guide, a checklist for preparing a home for sale, or a monthly market report.
2. Promote it on Social Media: In your posts and bio, include a call to action to get your lead magnet. “DM me the word ‘guide’ to get my free guide to buying a home in [Your Town].”
3. Manually Send the Link: When someone DMs you, thank them and send them a link to a simple landing page where they can enter their email to get the guide.
4. Add them to Your CRM/Email List: Once they’ve entered their email, they are now a captured lead. You can add them to a nurture sequence, follow up with a personal email, or give them a call.
This simple process turns your social media from a content-publishing machine into a lead-generating engine. It’s the critical, final step that most agents miss. Of course, this is a core component of professional real estate social media marketing services.
Mistake 8: Neglecting Your Personal Brand
Beyond the property photos and market stats, what are you really selling? You’re selling trust. You’re selling expertise. You’re selling yourself. A strong personal brand is the foundation upon which a successful real estate career is built, and social media is the most powerful tool for shaping it.
Why it’s a mistake
Agents who only post about real estate are missing a huge opportunity to connect with clients on a human level. People want to work with people they know, like, and trust. If your social media is all business, you’re not giving them a chance to do any of those things.
What to do instead: Be a Human First, Agent Second
Your personal brand is the unique combination of your skills, experience, and personality. It’s what makes you different from every other agent in your market. Here’s how to build it on social media:
Share Your Why: Why did you get into real estate? What do you love about it? What are your values? People are drawn to passion and purpose.
Show Your Face: Don’t hide behind your logo. Post photos and videos of yourself. Let people see the person behind the business.
Talk About Your Interests: Are you a dog lover? A foodie? A hiker? Share your hobbies and interests. This makes you more relatable and helps you connect with like-minded people.
Tell Stories: Storytelling is the most powerful way to connect with people. Share stories about your clients (with their permission, of course), your experiences, and your journey as a real estate agent.
A strong personal brand is your moat. It’s what will protect you from market fluctuations, algorithm changes, and new competitors. It’s what will make you the only choice for your ideal clients. For more tactical ideas on building your brand through content, check out our guide to visual content for real estate marketing.
Stop Making Excuses, Start Building Connections
Social media is not a magic bullet. It takes time, effort, and a clear strategy. But by avoiding these eight common mistakes, you can move from broadcasting to connecting, from chasing vanity metrics to building real relationships, and from creating noise to generating leads.
Stop treating your social media as a digital billboard and start treating it as the most powerful relationship-building tool you have. The agents who understand this are the ones who will continue to thrive in 2026 and beyond.
