The Influence of Social Media Algorithms on Real Estate Marketing

2 December 2024

Social media has become an undeniable powerhouse in the world of marketing, and real estate has not been left out of the loop. From Instagram-worthy home tours to targeted Facebook ads, social platforms are reshaping how properties are bought and sold. But here's something you may not think about often—the silent puppet master behind all of this: social media algorithms. These ever-evolving formulas are dictating what content you see, boosting certain posts, and burying others. And for real estate marketers, understanding how these algorithms work can be the difference between closing a deal and hearing crickets.

Why Should Real Estate Marketers Care About Social Media Algorithms?

Let’s face it—real estate marketing isn’t just about plastering property listings online and waiting for offers to roll in. Nope, those days are long gone. With billions of users scrolling through platforms daily, social media is where the audience is. But it’s not a free-for-all. Algorithms determine who sees your posts, how often they see them, and, ultimately, whether or not you get those coveted leads.

Think of social media algorithms like the gatekeepers of a massive digital party. If you play by their rules—providing engaging, high-quality content—you’re on the VIP list. If not, your posts might as well be invisible.

What Exactly Are Social Media Algorithms?

Before we dive deeper, let’s break it down. In simple terms, social media algorithms are sets of rules and calculations that determine the order in which posts appear on someone’s feed. They analyze numerous factors—your content’s relevance, user engagement, timeliness, and much more—to decide who sees what and when.

For instance:
- Facebook and Instagram prioritize content that encourages meaningful interactions (comments, shares, saves).
- Twitter leans toward recency but also considers engagement.
- TikTok? It’s all about content virality, even for accounts with zero followers.

For real estate marketers, cracking these codes can feel like trying to solve a Rubik’s cube blindfolded. But once you get the hang of it, the rewards can be massive.

How Social Media Algorithms Impact Real Estate Marketing

1. Boosting Visibility of Property Listings

When you post a hot new property on your feed, it doesn’t automatically show up for all your followers. In fact, only a small percentage initially see it. If your content gets enough likes, comments, or shares within a short time, the algorithm flags it as “valuable” and pushes it to a wider audience.

Imagine posting a jaw-dropping video walkthrough of a lakeside villa. If it grabs attention—say, because it showcases stunning drone footage or includes a clever caption—the algorithm rewards you by making it more visible. On the flip side, a dull, generic post without much thought? Well, it’ll fade into the background like wallpaper in a forgotten room.

2. Targeted Advertising and Audience Segmentation

One of the algorithm’s superpowers is the ability to hyper-target ads. Platforms like Facebook and Instagram allow real estate agents to reach specific demographics—age, location, income level, even hobbies! Selling a luxury condo? Your ad can land directly in front of high-income professionals in urban areas. Have a cozy suburban starter home? You can target young families or first-time buyers.

Algorithms also use user data to predict behavior. Ever notice how you’re bombarded with home renovation ads after casually Googling “kitchen upgrades”? That’s the algorithm at work, connecting the dots between your online activity and your potential interests.

3. Engagement Matters More Than Ever

Gone are the days when you could just post a property photo and call it a day. Today, algorithms prioritize engagement—posts with comments, shares, and saves get pushed to more eyeballs. For real estate marketers, this means creating content that isn’t just informational, but also conversational.

Try asking questions in your captions: “Which room in this house would you love to relax in after a long day?” or “Pool or backyard firepit—what’s your dream feature?” These posts spark interaction, which algorithms interpret as a sign of quality content.

4. Impact of Video Content

If there’s one thing algorithms love, it’s video. Platforms like Instagram (Reels), TikTok, and YouTube have made it clear: video content reigns supreme. For real estate, this is a goldmine of opportunity. Imagine creating a 30-second TikTok of a breathtaking penthouse view or an Instagram Reel showcasing a time-lapse of a sunset over a property’s backyard. The algorithm eats this stuff up!

With shorter attention spans, showing a property in 10- to 60-second clips versus a static image makes a world of difference. Plus, users are more likely to share videos, generating even more organic reach.

Tips for Real Estate Marketers to Navigate Social Media Algorithms

1. Consistency Is Key

Algorithms reward consistent posting. That doesn’t mean spamming your audience with posts, but creating a regular schedule—whether that’s daily, a few times a week, or even bi-weekly. Real estate agents who build a reliable social media presence are more likely to stay top-of-mind with their audience.

2. Create High-Quality, Visual Content

In a visual-first industry like real estate, blurry photos or poorly lit videos won’t cut it. Invest in a decent camera, learn some basic editing skills, or hire a professional if necessary. High-quality visuals not only grab attention but also signal to algorithms that your content is worth promoting.

3. Leverage Stories, Reels, and Short-Form Video

Did you know Instagram Stories and Reels often get priority placement? Use these tools to showcase behind-the-scenes content, neighborhood highlights, or quirky property features. Highlighting the lifestyle a property offers is just as important as showing the property itself.

4. Encourage Engagement (Without Being Spammy)

Want more comments? Sometimes, all you have to do is ask. Add a call-to-action in your captions: “Tag someone who’d love this home!” or “Comment your favorite feature below.” These small prompts can increase engagement rates significantly.

5. Stay Updated on Algorithm Changes

Algorithms aren’t set in stone—they change frequently. What worked last year (or even last month) might not work today. Follow industry blogs, social media platform updates, and marketing experts to stay in the loop.

6. Experiment and Analyze

Don’t be afraid to try new content formats or posting times. Test different strategies to see what resonates with your audience. Use analytics tools to measure post performance, engagement rates, and audience behavior. The insights can help fine-tune your approach.

The Challenges of Algorithm-Driven Marketing in Real Estate

Of course, it’s not all sunshine and rainbows. Social media algorithms can be frustratingly unpredictable. One day, your posts are thriving; the next, they’re barely seen. Plus, the reliance on paid ads has grown significantly. Organic reach—the ability to connect with followers without paying—has been declining steadily.

For smaller real estate agents and firms, this can feel like an uphill battle. Competing with big-budget agencies that can afford to pump cash into ads is tough. But with creativity, consistency, and a solid grasp of what the algorithm wants, even a small player can make waves.

Embracing the Future of Real Estate Marketing

The influence of social media algorithms on real estate marketing is only going to grow. Platforms are constantly refining their systems to deliver the most relevant content to users. As a real estate marketer, embracing these changes is essential to staying ahead.

The takeaway? Don’t fight the algorithm—work with it. Create content that engages, educates, and entertains. Adapt to changes, experiment with new features, and always have your audience in mind. After all, in the fast-paced world of social media, those who innovate are the ones who win.