Together with:
Good evening, agents. 🌓 In this episode, we’re breaking down the big three:
Facebook, Instagram, and TikTok, comparing them across:
Who’s using them (and how long they’re hanging out there)
What content actually works to get engagement and leads
How top agents are turning views into closed deals
And yes… which one has the most cat videos
Let’s dive in—and help you get more from every post, reel, and scroll.🏡💰
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🏡 FROM SCROLLS TO SOLD: MASTERING FACEBOOK, INSTAGRAM, AND TIKTOK
Start With the Reality Check
Let’s talk about the stat no one wants to say out loud—but every smart agent needs to know:
The average conversion rate for online real estate leads is between 0.4% and 1.2%.
That means for every 100–250 social or web leads, you might close one.
Source: HousingWire, The Close, and Real Geeks regularly cite this conversion range as the norm for internet-generated real estate leads—including Facebook and Instagram ads, TikTok content, and website opt-ins.
And yet, millions of agents are pouring time and money into social media without a clear strategy—just hoping something will work.
So the real question is:
Which platforms actually perform—and how can YOU beat the average?
Facebook: The Community Connector
Demographics & Behavior:
3 billion monthly users globally
Most active: 25–34 age group
Average time: 30.9 minutes/day
98.5% access via mobile
Why People Go There:
51.5% use it to connect with friends and family
Many still rely on Facebook for local news, business recommendations, and event discovery
Content That Converts:
Client success stories (video + photo = best results)
Facebook Live virtual tours
“Just Listed” or “Under Contract” carousels with strong CTAs
Educational mini-posts: “3 Tips for First-Time Buyers” style content
Coaching Client Strategy Highlight:
One of our coaching clients consistently uses live home tours and client success stories to generate pre-showing buzz and build strong local engagement.
Lead Generation Stats:
92% of REALTORS® use Facebook for lead gen
19% say 1–5% of their business comes directly from social
Fun Fact: There are millions of cat videos on Facebook. None of them will sell your listing—unless your client’s cat happens to star in your home tour.
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Instagram: The Visual Showroom
Demographics & Behavior:
2 billion monthly active users
Most active: 18–34 years old
Average time: 33 minutes/day
Slight female user majority
Why People Go There:
For visual inspiration: design, travel, lifestyle, and homes
To follow creators, small businesses, and local experiences
What Works for Agents:
Reels (49% more engagement than still photos)
Carousel posts: “Before & After,” “What $500k Buys in [Your City],” or “Open House Walkthrough”
Behind-the-scenes content and educational tips like how to get a great mortgage interest rate.
Coaching Client Example:
One of our clients saw a major spike in engagement after adding simple video walk-throughs with voiceover—and including “this or that” polls in Stories to boost interaction.
Lead Generation Stats:
68% of REALTORS® use Instagram for lead gen
Conversion rate benchmark: 0.4%–1.2%
Fun Fact: Instagram has over 290 million posts tagged #cat.
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TikTok: The Attention Magnet
Demographics & Behavior:
1.5+ billion monthly users
Most active: 25–34 age group
Average time: 55 minutes/day
Slight male user majority
Why People Go There:
For entertainment, trends, and storytelling
To laugh, learn, and scroll without being sold to
What Works for Agents:
Fast-paced property walkthroughs with trending sounds
Myth-busting content: “3 Things Zillow Can’t Tell You”
Relatable videos: “Day in the Life of a Real Estate Agent”
Local lifestyle and neighborhood features.
Fun Fact: The #cat hashtag on TikTok has billions of views. If your listing has a window seat, and there’s a cat in it? You just increased your reach, LOL. Are people looking for cat videos or are they searching for a real estate professional? You be the judge...
Final Takeaways for Real Estate Pros
There’s a lot of noise online. But the agents who are succeeding aren’t just scrolling—they’re strategic.
Let’s recap:
Platform | Best For | Agent Tip |
|---|---|---|
Community building, testimonials, live tours | Be local, be personal, be consistent | |
Visual storytelling, Reels, listing highlights | Mix listings with local lifestyle content | |
TikTok | Education, trends, creative reach | Keep it real, show up often, and post smart insights. |
Call to Action:
Try this today:
Post a short video on all three platforms answering:
“What’s the biggest myth about buying a home right now?”
Use a trending sound, add captions, and end with a call to action:
“Message me to learn what’s really going on in the market.”
Track your views. Track your messages. Track your closings.
Then repeat.
Monitor the time YOU spend on each of these platforms. Use them to support the Real Work of Real Estate. Keep your posts practical and tactical.
But most importantly: realize the conversion ratio is extremely low. You have to have over 100 engagements to convert just ONE lead. And that lead might not even be qualified.
🚀 READY TO MAKE THE LEAP?
Join Premier Coaching for FREE today and start writing your own late-blooming success story. Sign up at https://premiercoaching.com.
And if you’re ready to take that next big step, consider joining the EXP Realty team. Visit https://whylibertas.com/harris or text Tim directly at 512-758-0206.
AND THAT'S A WRAP!
Stay with us!
—Tim & Julie Harris
Harris Real Estate Daily
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