Turning Social Media Into a Lead Engine
Social platforms reward useful, local content. Agents who use video, planning and engagement can attract buyers and sellers organically and grow leads consistently.
MIAMI — In 2026, social media is a core business channel for real estate agents. However, platforms are functioning less as places to broadcast listings and more as searchable discovery tools driven by relevance and engagement.
Algorithms now prioritize value over follower counts, rewarding agents who share consistent, useful content tied to local expertise, market education and community insight. Rather than trying to be everywhere, agents are advised to focus on platforms that align with their audience and content strengths, particularly video-first channels that perform well in social search.
Successful strategies emphasize planning and structure, including editorial calendars, scheduled posting and regular performance analysis to refine messaging. Best practices center on accuracy, relevance, positivity and personality, with agents encouraged to balance educational content and promotions while actively engaging with followers.
As competition increases, the agents who see social media as a relationship-building and data0-informed marketing system, rather than a stream of ads, are better positioned to attract buyers and sellers organically.
Source: South Florida Agent (01/10/26)
© Copyright 2026 Smithbucklin