In 2025, 82% of actual property companies are turning to social media to market their properties. And it’s no shock—why take care of the trouble of conventional strategies when Fb, Instagram, and TikTok can do the heavy lifting?
With platforms like Fb nonetheless holding sturdy at 92% utilization, and Instagram catching up at 68%, social media is the lifeblood of contemporary actual property advertising. In case you’re nonetheless considering static images are sufficient to captivate potential renters or patrons, assume once more.
Posts with video? They generate 1,200% extra shares than textual content or photos alone, proving that short-form movies are now not a “good to have,” however essential.
However here is the catch: it is not nearly throwing content material on the market; it is about sensible content material. Hyper-local storytelling, platform-specific methods, and a touch of video magic are the brand new golden guidelines.
Simply take the Gables Grand Plaza marketing campaign, for instance—community-focused content material, tailor-made posts, and a staggering 14,800% improve in video views. Intrigued? Hold studying to see how this marketing campaign unfolded and uncover different actual property social media methods redefining the trade!
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1. From Static to Scenic: How Gables Grand Plaza Boosted Engagement with a Hyper-Native Social Technique
What occurs once you commerce generic residence posts for a content material technique rooted in native taste and visible storytelling? You get a 14,800% spike in video views—and that’s only the start.
Gables Grand Plaza, a luxurious residence neighborhood in Coral Gables, wasn’t struggling to lease—it was struggling to attach. The actual problem? Translating the property’s upscale enchantment right into a digital presence that might seize consideration and drive actual engagement. That’s when Highmark Residential partnered with Social Kapture to offer the model’s Instagram and Fb feeds a much-needed makeover.
Strategic Strategy: Native First, Algorithm-Pleasant At all times
As an alternative of leaning on the standard “take a look at our facilities” content material, Social Kapture took a extra considerate route. Their Native Natural Social Package deal targeted on three key pillars: neighborhood, visuals, and video.
The content material technique was deliberately rooted in showcasing the approach to life surrounding Gables Grand Plaza. Posts highlighted native companies, property exteriors, and scenic snapshots that instructed a narrative larger than sq. footage. Extra importantly, the marketing campaign launched short-form video content material to align with evolving platform algorithms and viewers expectations.
The content material felt private, genuine, and extremely scrollable. A curated mixture of images and movies allowed the model to steadiness aesthetic enchantment with participating storytelling, leading to a extra immersive expertise for potential renters.
Outcomes: Engagement Up, Visibility Unlocked
The shift in technique shortly paid off. Over simply three months:
Impressions rose by 174.9%, giving the property much-needed visibility.
Engagements jumped by 832.5%, turning passive views into energetic curiosity.
Video views skyrocketed by 14,800% (sure, you learn that proper), after ranging from zero.
Engagement charge hit 5.7%, a transparent signal the viewers was connecting with the content material.
Follower rely grew by 3.6%, modest, however totally natural.
Prime-performing content material on Instagram included polished exterior photographs and native enterprise highlights, whereas Fb audiences favored flooring plans, user-generated content material, and neighborhood options.
The Takeaway: Actual Property Is About Extra Than Sq. Footage
This marketing campaign proves that individuals aren’t simply renting an area—they’re shopping for into a way of life. By specializing in what makes the realm fascinating and visually capturing the property’s character, Social Kapture helped Gables Grand Plaza stand out in a crowded social panorama.
The important thing? Combining native storytelling with platform-smart execution. No gimmicks, no influencers—simply sensible technique and scroll-stopping content material. The outcomes converse for themselves: extra attain, extra engagement, and a model presence that lastly matches the property’s real-world enchantment.
2. Constructing Buzz Earlier than Transfer-In: How Excessive Road Atlanta Used Social to Pre-Lease Like a Professional
What do you do when your property’s not even open but, however you need the web speaking prefer it’s already the most popular spot on the town? You create a scroll-stopping, influencer-powered rollout that makes individuals click on earlier than they ever set foot on-site.
That’s precisely what Excessive Road Atlanta did. As a brand-new mixed-use improvement getting into the pre-leasing part, Excessive Road had zero residents, however massive ambitions. The mission? Construct model consciousness, drive severe web site visitors, and make Atlanta locals assume, “That is the place I need to stay subsequent.”
So, Highmark Residential teamed up with Social Kapture, once more, and went all-in on a digital-first technique that blended natural content material, paid social advertisements, and a savvy influencer marketing campaign. The outcome? A cohesive, participating on-line presence that introduced eyes, clicks, and curiosity—lengthy earlier than doorways ever opened.
Strategic Strategy: Reels, Realness, and Attain
The marketing campaign leaned closely into Reels and Tales on Fb and Instagram, figuring out video is the present darling of social algorithms. Nevertheless it wasn’t nearly good visuals. The content material gave sneak peeks of the property, featured native companies, and launched members of the Excessive Road group to foster a way of place and persona.
The cherry on prime? A Attain Influencer Advertising marketing campaign that added authenticity to the combo. Influencers confirmed off Excessive Road’s life-style by way of Reels and Tales, giving potential renters a firsthand glimpse of what it would really feel prefer to stay there. This wasn’t simply advertising—it was social proof in motion.
Outcomes: Scroll-Worthy and Click on-Heavy
Let’s speak numbers—as a result of they converse louder than itemizing descriptions.
Impressions reached 876,416 (up 132.7%)
Engagements hit 17,620 (up 64.4%)
Put up hyperlink clicks surged to 9,154 (up 160.1%)
Viewers grew by 162 new followers, a 1.6% improve
Video views soared to 9,630 (up 384.5%)
The influencer-generated content material pulled its weight too, producing 7,586 Reels views, almost 1,000 story views per submit, and over 300 profile and hyperlink clicks—proof that life-style content material does convert.
Advertisements weren’t left behind both. With a CPC of simply $0.60 and almost 39K impressions, the marketing campaign made a big effect on a good funds. Mixed, Social Kapture and Fb advertisements accounted for over 70% of the full web site visitors—a marketer’s dream situation.
The Takeaway: Launch Earlier than You Lease
Excessive Road didn’t anticipate residents to begin telling its story—they created one. By weaving collectively native tradition, behind-the-scenes content material, and influencer credibility, the marketing campaign proved that constructing hype earlier than move-in isn’t simply doable—it’s highly effective.
In a market the place visibility is every thing, Excessive Road Atlanta grew to become the excitement earlier than it grew to become the constructing.
3. Leasing From Scratch: How The Lucie at Custom Turned Zero Buzz Into Lead-Producing Gold
Launching a luxurious lease-up with no digital footprint? That’s like internet hosting a grand opening and forgetting to ship the invitations. Fortunately, The Lucie at Custom didn’t simply present up on-line—they confirmed off.
SC Bodner and Social Kapture joined forces to debut The Lucie at Custom, a brand-new luxurious residence neighborhood in Port Saint Lucie, Florida. The problem? No residents, no social presence, and nothing to show. Their mission: enhance consciousness, generate leads, and make The Lucie really feel just like the place to be, even earlier than the welcome mats had been rolled out.
Strategic Strategy: Content material That Created a Life-style, Not Only a Itemizing
Social media wasn’t only a piece of the technique—it was the engine driving model recognition and resident curiosity.
Social Kapture kicked issues off with a clear, trendy aesthetic tailor-made to The Lucie’s luxurious vibe. Each submit, from curated residence photographs to lifestyle-forward visuals, was designed to place the model as greater than a rental. It was the vacation spot. Assume: polished images of facilities, inside sneak peeks, and caption copy that matched the tone of a high-end, Florida-lifestyle journal.
Nevertheless it wasn’t nearly fairly grids. The Lucie’s Instagram Tales gave audiences real-time seems to be on the property because it got here to life, whereas Reels (a newly added format for the model) launched motion, power, and visibility, key for algorithm traction.
The marketing campaign additionally leaned into schooling and conversion. Strategically positioned calls to motion pushed followers to click on by way of to leasing pages, whereas paid advertisements amplified that natural message to focused, native audiences on Fb and Instagram.
The outcome? A social presence that did not look new—it regarded established, polished, and able to lease.
Outcomes: New Child on the Feed, Large Participant within the Market
In only one quarter, The Lucie’s numbers instructed a narrative of quick development and actual momentum:
303,193 natural impressions (↑180.8%)
18,491 engagements (↑171.4%)
7,885 submit hyperlink clicks (↑164.8%)
38.5% viewers development on social, including 60 new followers
Video content material took off, after beforehand having none
On the paid facet, social advertisements delivered standout efficiency:
CTR: 2.89% (vs. 1.15% trade common)
CPC: $0.27 (vs. $1.55 trade common)
Instagram Tales additionally added a layer of informal interplay—low stakes, excessive engagement potential—with impressions and attain displaying early indicators of traction.
The Takeaway: When the Property Is New, the Content material Has to Do the Heavy Lifting
For a lease-up neighborhood with no residents and no content material backlog, The Lucie at Custom made a robust case for the ability of social-first storytelling. With strategic visuals, well timed video, and CTA-driven posts, they created a feed that didn’t simply get seen—it obtained outcomes.
The important thing lesson? Whenever you’re ranging from zero, content material has to put on a variety of hats—model builder, lead generator, and neighborhood hype machine. The Lucie’s marketing campaign managed all three and made it look easy.
4. TikTok Takeover: How Sage at Cypress Cay Leveraged the Energy of Brief-Type Content material to Drive Engagement
Successful Campaigns for Actual Property Manufacturers
Throughout the board, profitable campaigns shared a couple of key insights: hyper-local content material, video dominance, and tailor-made, platform-specific posts. Influencer collaborations proved particularly efficient in participating youthful audiences and constructing model authenticity.
With developments like AI integration and short-form video persevering with to rise, actual property manufacturers should keep agile, experiment with new codecs, and preserve innovating to remain forward in a aggressive digital panorama.
Steadily Requested Questions
What’s the simplest social media platform for actual property advertising?
Fb leads with 92% of U.S. realtors utilizing it for lead technology, adopted by Instagram at 68% and LinkedIn at 52% .
How can video content material improve actual property social media campaigns?
Video posts generate 1,200% extra shares than textual content and pictures mixed, making them extremely efficient for engagement.
What function does native content material play in actual property advertising?
Campaigns specializing in native companies and neighborhood highlights see vital engagement will increase by resonating with the native viewers.
How usually ought to actual property brokers submit on social media?
Posting frequency varies by platform; as an example, as soon as day by day on Instagram and 3-4 instances day by day on Twitter are efficient practices.
What forms of content material are simplest for actual property listings?
Excessive-quality photos, video walkthroughs, and digital excursions are extremely efficient in showcasing properties.
How can actual property brokers generate leads by way of social media?
Using focused advertisements, participating content material, and interactive posts can appeal to potential shoppers and generate leads.
How can actual property brokers construct model consciousness on social media?
Constant posting, participating with followers, and sharing invaluable content material assist set up a robust on-line presence and construct model consciousness.
What are the advantages of utilizing AI in actual property social media advertising?
AI instruments can improve effectivity, personalize content material, and enhance buyer experiences in actual property advertising.
How can Fb Advertisements be used extra successfully in actual property advertising?
Fb stays a dominant channel for actual property lead technology, however efficiency hinges on advert design and viewers focusing on. Brokers and builders are more and more utilizing carousel advertisements to showcase property options, video walkthroughs to spice up engagement, and lookalike audiences to retarget web site guests. Based on this information on actual property Fb advertisements, campaigns that pair localized messaging with real-time itemizing availability are inclined to convert higher. For a deeper dive into strategic use instances and inventive codecs, take a look at this breakdown of actual property advertisements on Fb.
What function does branding play in scaling actual property presence on social media?
In crowded actual property markets, branding is greater than a brand — it is how corporations construct emotional resonance by way of content material, colours, and tone throughout each social submit. Prime companies concentrate on making Instagram grids cohesive, LinkedIn updates per firm values, and TikTok content material visually distinctive. Actual property branding companies assist realtors differentiate by way of customized content material methods that mirror their area of interest — whether or not it’s luxurious listings, inexperienced houses, or city condos. This readability in model id interprets into stronger social traction and repeat visibility throughout campaigns.
How are rising tech developments like NFTs influencing actual property advertising methods?
Whereas nonetheless area of interest, tokenized actual property is shifting how some properties are marketed — particularly in world and luxurious markets. Digital-first actual property firms are experimenting with NFTs to symbolize fractional possession or digital land in metaverse platforms, drawing in tech-savvy patrons and buyers. These efforts usually rely closely on social media for community-building and schooling. As outlined on this listing of NFT actual property firms, manufacturers leveraging blockchain-based property are reframing actual property as a hybrid between funding and expertise, requiring equally progressive digital advertising methods.
