T
he use of social media in home sales is becoming increasingly important for real estate agents, with platforms like Facebook, Instagram, and TikTok playing a significant role.

    Katie Lance, CEO of Katie Lance Consulting, emphasizes that agents need to be where their clients are, whether it's on LinkedIn or other platforms. Building assets such as an email database and content strategy can help agents stand out in a crowded market. "Content is a way to stand out in the sea of sameness," she said.

    Lance recommends starting with LinkedIn, which is often one of the first things that appears when a potential client searches for an agent's name. Updating profiles and sharing expertise can help build credibility and trust with clients.

    Lindsay Favazza, vice president of marketing for Lamacchia Cos., notes that social media helps drive sales indirectly by building a community of people who trust and know an agent on a deeper level. "It is not an instant lead or sale generator," she said.

    Favazza advises agents to be authentic but avoid polarizing topics like politics, and to post relevant content regularly. She also recommends using the platforms that agents are most comfortable with and engaging with their audience.

    Anthony Castellano, a Lamacchia realtor, has found success on Facebook and Instagram by posting listings, sales, and personal updates. His goal is to be top of mind for potential clients without being intrusive. "The main goal is really just to be there and be seen," he said.

    Michael Carucci, executive vice president of Gibson Sotheby's International Realty, considers social media an essential tool for increasing visibility and reach. He posts regular business-related updates but avoids oversharing information that might dilute his brand. His strategy is to post relevant information to current and potential clients.

    Carucci notes that social media can contribute to a 10% increase in new clients each year, making it a valuable component of an agent's branding efforts. However, he warns against using social media solely for the purpose of doubling business, as this approach is unlikely to succeed.