If you’re a buyer’s agent relying solely on referrals, outdated websites, or print ads to generate leads, you’re missing one of the biggest opportunities in the modern real estate game: social media.
Social media isn’t just a branding tool anymore. It’s a conversion engine. Platforms like TikTok, Facebook, Instagram, and LinkedIn are helping savvy agents drive direct enquiries, increase discoverability, and build trust faster than ever. And the best part? Many of your competitors still haven’t caught on.
Let’s look at the numbers. TikTok has over 1.6 million Australian users, yet it’s massively underutilised in the real estate space. Video first platforms like TikTok and Instagram Reels are where today’s clients are spending their time, and where the next wave of brand loyalty is being built.
So why aren’t more agents showing up online? Because they assume it takes too much time, they don’t know where to start, or worse, they think it won’t work for their audience.
But here’s the truth: social media done right doesn’t require dancing, trends, or spending hours glued to your phone. It just requires preparation, consistency, and a little creativity.
Here’s how to start leveraging social media to fuel your business:
1. Show your face and build trust.
Sharing behind-the-scenes moments, your day-to-day workflow, or a quick insight into how you negotiate or research for your clients humanises your brand. It also builds authority and credibility, two things clients want in spades.
2. Stop overthinking the content.
You don’t need Hollywood production. Use your phone. Film vertically. Talk directly to the camera like you’re explaining something to a client over coffee. Quick content formats are more relatable and perform better in-feed.
3. Capture attention with strong hooks.
You’ve only got a second to stop the scroll – so your content needs to start with a hook that speaks directly to your audience’s pain points or curiosity. Instead of just posting, lead with value. Try lines like “The biggest mistake first-home buyers make” or “Most people don’t realise this hidden risk when buying property…” Once you’ve hooked them, then you can educate, inspire, or convert.
4. Use ads strategically.
Boosting a post might get you likes, but Ads Manager gives you real control. You can target specific suburbs, income brackets, or people actively researching property – helping you stay visible to the right audience. Don’t think of ads as a quick win for leads. Think of them as a smart way to build authority, reinforce your expertise, and show up consistently where your ideal clients are already scrolling.
5. Consistency builds credibility.
The buyers’ agents who win on social media aren’t always the loudest – they’re the most consistent. Showing up regularly, even with simple posts, helps you stay top of mind and signals to potential clients that you’re active, reliable, and serious about what you do. You don’t need to post every day, but you do need a rhythm that keeps your brand visible.
In my upcoming REBAA presentation, I’ll be diving deeper into the strategies, tools, and examples that have helped buyer’s agents grow their business using social media. If you’ve been on the fence, this is your sign. It’s time to stop consuming and start creating.
Jess Kenos is a director at Loud Social and is a renowned social media and content specialist. She will be presenting at REBAA’s National Conference which runs 5th and 6th August at Crowne Plaza, Melbourne.
