If you’ve been sleeping on Facebook, it’s time to wake up! Even with all the shiny new platforms out there, Facebook is still one of the most effective tools for real estate agents. Especially when you use it to build relationships, grow your brand, and show up where your local community is. 

Facebook gives you visibility and reach without needing to dump money into expensive ads. Below, I’m breaking down the smartest, most sustainable ways to use Facebook for real estate agents who want to grow organically. These strategies go beyond “just post your listings” and show you how to create a business that stands out online.

7 Ways to Use Facebook as a Real Estate Agent

#1 Post Consistently

Staying active on Facebook as a real estate agent keeps you top of mind and signals to both the algorithm and your audience that you’re present, reliable, and actively working. 

Even if your posts aren’t racking up likes or comments, don’t quit. Most people won’t engage, but that doesn’t mean they’re not being seen. A quiet post today could turn into a DM next month from someone who’s been silently watching.

Here’s an easy weekly posting rhythm for Facebook as a realtor:

• One new or recent listing
• One personal story or behind-the-scenes insight
• One helpful tip for buyers or sellers
• One post highlighting a local business or community event

You can also grow your email list by offering a simple freebie like: “Your First-Time Homebuyer Checklist” or “Moving to [Your City]? Read This First.” Mention it in your posts, link it in your bio, or share it in local groups when appropriate. 

Down the line, you can run budget-friendly ads to your best-performing post or that freebie, but you don’t need to do that from day one. Start by making it easy for people to find you, follow you, and learn from you.

Pro Tip: Save your future self the stress and batch your content ahead of time. Use Instagram’s auto-share feature to send Reels and posts directly to Facebook. It takes two seconds and doubles your visibility. Win-win.

#2 Network With Other Agents

Facebook is still one of the best places to find agent-to-agent referrals. But don’t slide into someone’s DMs with “Hi, I’m looking for referral partners” because that’s how you end up ignored.

Start by joining a few solid agent referral groups (search by niche, location, or network). Introduce yourself in a post or video with a quick hello: share your market, your specialty, what lights you up about this business, and how you serve your clients. 

From there, treat it like any relationship. Engage on their posts, comment when they share a win, and celebrate their closings. When you do connect one-on-one, make it clear you’re looking to build long-term relationships, not just grab a referral and bounce. 

My real estate business is built on relationships and referrals, so don’t underestimate how powerful these connections can be.

Pro Tip: Keep a running list of agents you’ve connected with (a simple spreadsheet or CRM tag works great). Set a reminder to check in every few months with a voice note, a quick market update, or just a friendly hello. Relationships grow when you water them.

#3 Join (and Participate In) Facebook Groups

This is one of the biggest benefits for realtors on Facebook. Local community pages, parent groups, small biz networks, and agent Facebook groups are packed with opportunities to find new leads. 

We average 3 referrals per week inside the MOMward private Facebook page alone. (Side note: these types of coaching communities don’t just get you referrals, they help you grow your business with a group of agents who get it.) 

If you’re in the group, be in the group. Not just when you’ve got a listing to promote, but when someone needs a plumber or wants preschool recs. Comment, tag, share tips, and answer questions. Be the name people recognize because you’re helpful, not pushy.

That kind of consistent, helpful energy makes your name stick. When the next “Anyone know a good realtor?” post pops up, people know exactly who to tag. Pick 2 or 3 groups to check weekly and engage. 

Pro Tip: If you’re posting about an event, make it sound like something the group would genuinely enjoy or benefit from. Share it like a neighbor, not a billboard. And always check group rules before posting (no one likes a spammy agent).

#4 Build a Brand That Speaks for You

Let’s be real, attention spans these days are shorter than ever. If your brand looks the same as everyone else’s, potential clients will scroll past. You need to stand out to your ideal audience to be memorable. 

Start strong with a real business page. Not a blurry selfie holding a sold sign, but a cohesive brand that shows who you are and what you do.

Optimize every part of your page: 

• Use a bold, on-brand cover photo that doesn’t look like every other agent in town
• Write a bio that sounds like you and makes it clear who you help
• Pin a post that introduces your services and links out to your website or lead magnet
• Keep your feed full of content that reflects what it’s like to work with you

You’re not just another agent, so don’t look like one!

Pro Tip: The fastest way to stand out is to show who you are, not just what you sell. This blog breaks it all down: Realtor Branding 101

#5 Deliver a Client Experience Worth Talking About

Happy clients do your marketing for you. When you deliver a 10/10 experience, people will tag you in neighborhood groups, refer you to friends, and keep your name in conversations you’re not even part of.

Every thoughtful check-in, clear timeline, and extra resource you send builds trust. And when the whole experience feels organized, personal, and stress-free, people talk.

Make it easy for people to sing your praises:

• Ask for a Facebook review the week after closing (when the glow is still fresh)
• Screenshot those kind words (with permission) and turn them into future posts
• Keep a running “wins” folder so you never run out of content

If you spot someone asking for a rec in a neighborhood group, send the post to a past client and ask if they’d feel comfortable chiming in. They’ll usually be glad to, and it means more when it comes from someone else anyway.

Pro Tip: Don’t just post the testimonial. Share the story behind it. Show the problems you solved, the wins along the way, and the final outcome. That’s what makes it real and memorable.

#6 Post Hyperlocal Content

If you want to become the go-agent in your area, become the person your community turns to for everything local, not just real estate. You want to be the one people ask about school zones, date night spots, preschool waitlists, and the best place for a coffee.

Posting hyperlocal content to Facebook shows that you’re not just working in the area, you’re living in it. You know what’s opening next, what’s closing down, and where people actually want to spend their weekends. That level of trust starts long before anyone’s ready to move.

Some Facebook post ideas:

• Favorite kid-friendly cafes
• Local event guides
• New business openings
• Weekend markets
• Dog parks or walking trails

These types of posts build long-term credibility. And they work even when the market slows, because they remind people that you’re not going anywhere, you’re a reliable presence in their feed, their inbox, and their neighborhood.

Pro Tip: Tag local businesses when you post. Many will reshare, which not only helps grow your audience but strengthens your relationships with other business owners. 

#7 Genuinely Engage

Facebook is a place where relationships are built post by post, comment by comment.

Start thinking of your activity as a conversation, not a campaign. When someone leaves a comment, reply. If a local business shares an update, show them some love. If a past client posts about their kid’s first day of school, drop a heart. 

Your goal is to become a familiar name in people’s notifications, not just their inbox. That way, when they do need a realtor, they already know who to message.

Pro Tip: Set a 10-minute timer and knock out your daily check-ins over coffee. You’ll stay top of mind without getting stuck in scroll mode. It’s simple, free, and way more effective than waiting around for the algorithm to do the work for you.

The Gist

Facebook works best for real estate agents when you treat it like more than a place to post listings. It’s where people get to know you, see how you serve your clients, and start trusting you long before they ever reach out. Every post, comment, and conversation builds familiarity, and familiarity is what turns followers into referrals.

When you show up with consistency, share valuable insights, and actually engage with your community, Facebook becomes one of the strongest tools in your business. Keep it simple, stay active, and let your presence speak for you.

FAQ: Facebook Real Estate Agent Strategy

→ How do I use Facebook as a real estate agent?

Use it to build relationships, share relevant content, stay active in your community, and create a brand that feels relatable. 

→ Is Facebook still good for realtors?

Yes. Many agents still get referrals and new leads from Facebook. It works especially well when you’re focused on building relationships first.

→ How do I promote myself as a realtor on social media?

Use a mix of local content, real estate tips, personal stories, and client wins. Focus on being useful and consistent. Engage with your audience and let your brand reflect who you are.