Seven Social Media Mistake Agents Need to Avoid
In today’s fast-moving digital world, social media isn’t just “nice to have” for estate agents—it’s absolutely essential. From showcasing listings to building trust with potential clients, platforms like Instagram, Facebook, and LinkedIn offer massive opportunities. But here’s the thing: simply being on social media isn’t enough.
Done well, it can generate leads, grow your brand and make you stand out. Done poorly, it can actually push people away. We’ve seen it happen too many times. So, if you’re an estate or letting agent looking to sharpen up your online game, here are some of the most common social media mistakes to steer clear of—plus how to fix them.
1. Inconsistent Posting
Imagine driving past a shop that’s open one day, closed the next, and you never know what to expect. That’s what inconsistent posting looks like on social media. When you disappear for weeks at a time or post in bursts, you lose visibility and credibility.
Tip: Use a content calendar and scheduling tools to keep your posts consistent. You don’t have to post every day—but being regular builds trust and keeps you top of mind.
2. Only Posting Properties
Yes, you’re in property. But your followers want more than just listing after listing. Over-promoting can make your feed feel like a sales catalogue, which turns people off quickly.
Instead, mix it up:
Share behind-the-scenes stories
Offer home-buying or letting tips
Talk about local hotspots or community events
Introduce your team and what makes your agency different
It’s about creating value and connection—not just transactions.
3. Not Engaging With Your Audience
Social media is not a megaphone—it’s a conversation. One of the biggest missed opportunities we see is when agents ignore comments, DMs, and reviews. That silence can come across as unapproachable or disinterested.
Tip: Set aside 10–15 minutes a day to respond to your audience. It makes a huge difference in how people perceive your brand and builds long-term loyalty.
4. Using Poor Visuals
Property is a visual business. So if your photos are grainy, poorly lit, or cropped strangely, people notice—and not in a good way. The same goes for graphics or videos that look rushed or unprofessional.
Solution: Invest in professional photography and take time to create visually appealing content. Tools like Canva make it easy to design eye-catching posts even if you’re not a graphic designer
5. Forgetting the Local Angle
You’re not selling to the whole country—you’re selling to your area. But too often, social media content is so generic it could be coming from anywhere.
Stand out by showing you’re a local expert:
Highlight local events
Feature neighbourhoods and local businesses
Share insights about the market in your specific area
This kind of content builds credibility and shows potential clients that you genuinely know and care about the community.
6. Skipping Analytics
If you’re not tracking what works, you’re flying blind. Many agents post content and never look back, missing valuable clues about what their audience actually likes.
Tip: Check your platform insights once a week. Look at engagement rates, reach, and what posts got the most interest. Use that data to guide future content and refine your strategy.
7. Ignoring Video Content
Video is no longer optional—it’s the most engaging content format across all platforms. From quick walk-throughs of new listings to agent Q&As or local market updates, video helps bring your brand to life.
Don’t worry—you don’t need to be a filmmaker.
Start with simple videos filmed on your phone, add captions, and keep them authentic. Your audience wants to see the real you, not a polished script.
We understand the strengths and weaknesses of each platform including the platform which is now the second biggest search engine
Social media doesn’t have to be overwhelming. Avoiding these common mistakes and taking a more strategic approach can transform your presence—and the return you get from it.
If you’re an estate or letting agent ready to take your social media to the next level, we’d love to help. Whether it’s creating a monthly content plan, managing your accounts, or launching ads that convert, we’ve got you covered.
Get in touch for a free social media audit—we’ll show you exactly where you’re doing well and where you could grow
