Why social media is non-negotiable when it comes time to sell or lease your property

Nic Fren was the first real estate agent in Australia to list & sell property solely through Facebook back in 2015 at ZERO costs to his vendors

In today’s fast-moving property market, visibility isn’t just important — it’s everything. Whether you're selling your family home or looking for a quality tenant for your investment property, the way your agent markets your property online has a direct impact on the result.

And right now, one of the most powerful tools in any agent’s toolkit is social media.

Gone are the days when a listing on realestate.com.au and a few open homes were enough. In a digital-first world, your property deserves to be seen by as many relevant people as possible — and social media is how that happens.

So why is social media so important, and what should your agent be doing to get the most out of it?

More Eyes on Your Property Means Better Results

The modern buyer and tenant scrolls before they search. They’re on Facebook during lunch breaks, browsing Instagram on the couch, and flicking through TikTok late at night. Great agents know this — and meet them where they are.

With the right social media strategy, your property can be in front of thousands of potential buyers or renters within hours of going live. These aren’t just passive impressions, either — they’re qualified, targeted views that can translate into enquiries, inspections, and ultimately, offers.

For sellers, that means a shorter time on market, more competition, and stronger offers. For landlords, it means better-quality tenants, fewer vacancy days, and greater peace of mind.

It’s About More Than Just a Post — It’s a Strategy

Marketing a home on social media isn’t as simple as throwing up a few photos and hoping for the best. The most effective campaigns involve storytelling, paid advertising, professional visuals, and smart targeting.

Social media allows an agent to highlight the lifestyle on offer, not just the layout. Whether it’s showcasing natural light, outdoor entertaining spaces, or proximity to cafés and schools, these visual cues help buyers and tenants connect emotionally — and act faster.

Ask Your Agent: “What’s Your Social Media Strategy?”

Not all agents market properties equally. Some rely solely on the major portals. Others embrace social media but don’t use it effectively.

Before you sign with an agent, ask them what their digital marketing strategy looks like — specifically on social media.

The right agent will be able to explain how they plan to get your property in front of the right people, using a combination of content, ads, and insights.

Here’s what you should be looking for:

5 Things Every Agent Should Be Doing on Social Media for Sellers & Landlords

1. Paid Social Media AdvertisingBoosted posts and paid campaigns allow your property to be seen by the right audience — based on location, age, interests, and intent — rather than just whoever happens to be following the agent.

2. High-Quality Visuals & VideoProfessional photography and walk-through videos (especially vertical videos for reels and stories) are essential. Low-quality imagery is a red flag and won’t do your property justice.

3. Targeted Campaigns for Each ListingA one-size-fits-all approach doesn’t cut it. A standout agent will tailor campaigns to suit the property — whether it’s a family home, luxury apartment, or investment unit.

4. Engaging Storytelling ContentSocial media isn’t just about specs — it’s about stories. Your agent should be able to showcase the lifestyle, community, and highlights that make your property special.

5. Regular Performance ReportingIf your agent is running a campaign, they should be reporting on reach, engagement, and leads generated — not just “likes.” Ask how they measure results and how that informs their strategy.

The Bottom Line

In 2025, social media marketing isn’t a luxury — it’s a necessity. It’s one of the most cost-effective and influential ways to get your property seen by more people, faster, and to drive better outcomes.

Whether you’re preparing to sell or looking for the right tenant, make sure your agent’s social media game is strong. Ask the right questions — and don’t settle for generic.

Because in a competitive market, exposure is everything — and great exposure starts online.