In 2025, 82% of real estate businesses are turning to social media to market their properties. And it’s no surprise—why deal with the hassle of traditional methods when Facebook, Instagram, and TikTok can do the heavy lifting?
With platforms like Facebook still holding strong at 92% usage, and Instagram catching up at 68%, social media is the lifeblood of modern real estate marketing. If you’re still thinking static photos are enough to captivate potential renters or buyers, think again.
Posts with video? They generate 1,200% more shares than text or images alone, proving that short-form videos are no longer a “nice to have,” but a must-have.
But here's the catch: it's not just about throwing content out there; it's about smart content. Hyper-local storytelling, platform-specific strategies, and a dash of video magic are the new golden rules.
Just take the Gables Grand Plaza campaign, for example—community-focused content, tailored posts, and a staggering 14,800% increase in video views. Intrigued? Keep reading to see how this campaign unfolded and discover other real estate social media strategies redefining the industry!
- 1. From Static to Scenic: How Gables Grand Plaza Boosted Engagement with a Hyper-Local Social Strategy
- 2. Building Buzz Before Move-In: How High Street Atlanta Used Social to Pre-Lease Like a Pro
- 3. Leasing From Scratch: How The Lucie at Tradition Turned Zero Buzz Into Lead-Generating Gold
- 4. TikTok Takeover: How Sage at Cypress Cay Leveraged the Power of Short-Form Content to Drive Engagement
- 5. Influencing Nashville: How 2010 West End Used Authentic Content to Capture Attention in Music City
- Winning Campaigns for Real Estate Brands
- Frequently Asked Questions
1. From Static to Scenic: How Gables Grand Plaza Boosted Engagement with a Hyper-Local Social Strategy
What happens when you trade generic apartment posts for a content strategy rooted in local flavor and visual storytelling? You get a 14,800% spike in video views—and that’s just the beginning.
Gables Grand Plaza, a luxury apartment community in Coral Gables, wasn’t struggling to lease—it was struggling to connect. The real challenge? Translating the property's upscale appeal into a digital presence that could capture attention and drive real engagement. That’s when Highmark Residential partnered with Social Kapture to give the brand’s Instagram and Facebook feeds a much-needed makeover.
Strategic Approach: Local First, Algorithm-Friendly Always
Instead of leaning on the usual “look at our amenities” content, Social Kapture took a more thoughtful route. Their Local Organic Social Package focused on three key pillars: community, visuals, and video.
The content strategy was intentionally rooted in showcasing the lifestyle surrounding Gables Grand Plaza. Posts highlighted local businesses, property exteriors, and scenic snapshots that told a story bigger than square footage. More importantly, the campaign introduced short-form video content to align with evolving platform algorithms and audience expectations.
The content felt personal, authentic, and highly scrollable. A curated mix of photos and videos allowed the brand to balance aesthetic appeal with engaging storytelling, resulting in a more immersive experience for potential renters.
Results: Engagement Up, Visibility Unlocked
The shift in strategy quickly paid off. Over just three months:
- Impressions rose by 174.9%, giving the property much-needed visibility.
- Engagements jumped by 832.5%, turning passive views into active interest.
- Video views skyrocketed by 14,800% (yes, you read that right), after starting from zero.
- Engagement rate hit 5.7%, a clear sign the audience was connecting with the content.
- Follower count grew by 3.6%, modest, but fully organic.
Top-performing content on Instagram included polished exterior shots and local business highlights, while Facebook audiences favored floor plans, user-generated content, and community features.
The Takeaway: Real Estate Is About More Than Square Footage
This campaign proves that people aren’t just renting a space—they’re buying into a lifestyle. By focusing on what makes the area desirable and visually capturing the property’s character, Social Kapture helped Gables Grand Plaza stand out in a crowded social landscape.
The key? Combining local storytelling with platform-smart execution. No gimmicks, no influencers—just smart strategy and scroll-stopping content. The results speak for themselves: more reach, more engagement, and a brand presence that finally matches the property's real-world appeal.
2. Building Buzz Before Move-In: How High Street Atlanta Used Social to Pre-Lease Like a Pro
What do you do when your property’s not even open yet, but you want the internet talking like it’s already the hottest spot in town? You create a scroll-stopping, influencer-powered rollout that makes people click before they ever set foot on-site.
That’s exactly what High Street Atlanta did. As a brand-new mixed-use development entering the pre-leasing phase, High Street had zero residents, but big ambitions. The mission? Build brand awareness, drive serious website traffic, and make Atlanta locals think, “This is where I want to live next.”
So, Highmark Residential teamed up with Social Kapture, again, and went all-in on a digital-first strategy that blended organic content, paid social ads, and a savvy influencer campaign. The result? A cohesive, engaging online presence that brought eyes, clicks, and interest—long before doors ever opened.
Strategic Approach: Reels, Realness, and Reach
The campaign leaned heavily into Reels and Stories on Facebook and Instagram, knowing video is the current darling of social algorithms. But it wasn’t just about good visuals. The content gave sneak peeks of the property, featured local businesses, and introduced members of the High Street team to foster a sense of place and personality.
The cherry on top? A Reach Influencer Marketing campaign that added authenticity to the mix. Influencers showed off High Street’s lifestyle through Reels and Stories, giving potential renters a firsthand glimpse of what it might feel like to live there. This wasn’t just marketing—it was social proof in action.
Results: Scroll-Worthy and Click-Heavy
Let’s talk numbers—because they speak louder than listing descriptions.
- Impressions reached 876,416 (up 132.7%)
- Engagements hit 17,620 (up 64.4%)
- Post link clicks surged to 9,154 (up 160.1%)
- Audience grew by 162 new followers, a 1.6% increase
- Video views soared to 9,630 (up 384.5%)
The influencer-generated content pulled its weight too, generating 7,586 Reels views, nearly 1,000 story views per post, and over 300 profile and link clicks—proof that lifestyle content does convert.
Ads weren’t left behind either. With a CPC of just $0.60 and nearly 39K impressions, the campaign made a big impact on a tight budget. Combined, Social Kapture and Facebook ads accounted for over 70% of the total website traffic—a marketer’s dream scenario.
The Takeaway: Launch Before You Lease
High Street didn’t wait for residents to start telling its story—they created one. By weaving together local culture, behind-the-scenes content, and influencer credibility, the campaign proved that building hype before move-in isn’t just possible—it’s powerful.
In a market where visibility is everything, High Street Atlanta became the buzz before it became the building.
3. Leasing From Scratch: How The Lucie at Tradition Turned Zero Buzz Into Lead-Generating Gold
Launching a luxury lease-up with no digital footprint? That’s like hosting a grand opening and forgetting to send the invites. Luckily, The Lucie at Tradition didn’t just show up online—they showed off.
SC Bodner and Social Kapture joined forces to debut The Lucie at Tradition, a brand-new luxury apartment community in Port Saint Lucie, Florida. The challenge? No residents, no social presence, and nothing to prove. Their mission: boost awareness, generate leads, and make The Lucie feel like the place to be, even before the welcome mats were rolled out.
Strategic Approach: Content That Created a Lifestyle, Not Just a Listing
Social media wasn't just a piece of the strategy—it was the engine driving brand recognition and resident interest.
Social Kapture kicked things off with a clean, modern aesthetic tailored to The Lucie’s luxury vibe. Every post, from curated apartment shots to lifestyle-forward visuals, was designed to position the brand as more than a rental. It was the destination. Think: polished photos of amenities, interior sneak peeks, and caption copy that matched the tone of a high-end, Florida-lifestyle magazine.
But it wasn’t just about pretty grids. The Lucie’s Instagram Stories gave audiences real-time looks at the property as it came to life, while Reels (a newly added format for the brand) introduced movement, energy, and visibility, key for algorithm traction.
The campaign also leaned into education and conversion. Strategically placed calls to action pushed followers to click through to leasing pages, while paid ads amplified that organic message to targeted, local audiences on Facebook and Instagram.
The result? A social presence that didn't look new—it looked established, polished, and ready to lease.
Results: New Kid on the Feed, Big Player in the Market
In just one quarter, The Lucie’s numbers told a story of fast growth and real momentum:
- 303,193 organic impressions (↑180.8%)
- 18,491 engagements (↑171.4%)
- 7,885 post link clicks (↑164.8%)
- 38.5% audience growth on social, adding 60 new followers
- Video content took off, after previously having none
On the paid side, social ads delivered standout performance:
- CTR: 2.89% (vs. 1.15% industry average)
- CPC: $0.27 (vs. $1.55 industry average)
Instagram Stories also added a layer of casual interaction—low stakes, high engagement potential—with impressions and reach showing early signs of traction.
The Takeaway: When the Property Is New, the Content Has to Do the Heavy Lifting
For a lease-up community with no residents and no content backlog, The Lucie at Tradition made a strong case for the power of social-first storytelling. With strategic visuals, timely video, and CTA-driven posts, they created a feed that didn’t just get noticed—it got results.
The key lesson? When you’re starting from zero, content has to wear a lot of hats—brand builder, lead generator, and community hype machine. The Lucie’s campaign managed all three and made it look effortless.
4. TikTok Takeover: How Sage at Cypress Cay Leveraged the Power of Short-Form Content to Drive Engagement
What happens when you combine TikTok’s viral potential with apartment marketing? Sage at Cypress Cay learned firsthand, turning clicks into real visits and leveraging a dynamic platform to capture the attention of younger renters in Lutz, Florida.
Social Kapture executed a two-phase TikTok ad campaign designed to elevate the Sage at Cypress Cay community’s online presence. With a fresh property to promote and a demographic focused on all things TikTok, the goal was simple: increase brand awareness and drive traffic to the website.
Strategic Approach: TikTok Ads + Engaging Content = Visibility and Action
The strategy was a perfect fit for TikTok’s engaging, fast-scrolling audience. The campaign was split into two distinct phases, each aimed at different stages of the funnel:
-
Engagement Campaign: This phase was all about visibility. By showcasing the property’s modern amenities, lifestyle, and community features, the goal was to get the target audience talking, sharing, and engaging. The content here was designed to be visually appealing and short enough to hold the attention of TikTok's famously short-form-loving audience.
-
Click Campaign: Once the awareness was built, the focus shifted to driving action. The campaign’s goal was to push those engaged viewers directly to the website, hoping they’d convert into interested leads.
In both phases, creative assets included fun, engaging videos—perfectly tailored to TikTok’s informal, attention-grabbing vibe—showcasing everything from the community's amenities to the vibe of apartment living in Lutz. Targeting parameters were spot on, ensuring that the right eyeballs were on the right content: TikTok users in the Lutz area who were likely to be interested in apartment living.
Results: Big Numbers, Bigger Engagement
The numbers from both phases spoke for themselves, proving TikTok’s worth as a platform for both brand-building and conversion.
Engagement Campaign:
- 1,279,913 ad impressions
- 8,346 total engagements
- CPC: $0.54
- CTR: 0.65%
Click Campaign:
- 666,305 ad impressions
- 1,975 visitors driven to the website
- CPC: $1.37
- CTR: 0.30%
While the CTR dipped in the second phase (which is typical when moving from awareness to conversion), the 1,975 visitors driven to the website from the Click Campaign indicate clear success in motivating potential renters to take the next step.
The Takeaway: TikTok Delivers—Especially for Younger Audiences
Sage at Cypress Cay proved that TikTok isn’t just for viral dance challenges and lip-sync videos—it’s a serious player in the apartment marketing game. By combining engaging, bite-sized video content with well-targeted ads, the campaign successfully built visibility and generated traffic.
The real takeaway? When you target younger renters (the TikTok crowd), you need more than just a “look at our amenities” pitch—you need to bring your property’s lifestyle to life in a way that feels organic, fun, and shareable. The results show that when you nail both the engagement and click phases, TikTok can be a powerful tool for turning awareness into action.
5. Influencing Nashville: How 2010 West End Used Authentic Content to Capture Attention in Music City
When you’re launching a new luxury property in the heart of Nashville, the best way to build buzz isn’t with generic ads—it’s through authentic, lifestyle-driven content. That’s exactly what 2010 West End did by teaming up with the right influencer to showcase the property and the city’s vibrant vibe.
2010 West End, a new lease-up property located near Nashville’s bustling Midtown, set out to increase brand awareness and generate interest among potential renters. Social Kapture leveraged its REACH Package to partner with an influencer whose style and following aligned perfectly with the property’s upscale, lifestyle-focused brand.
Strategic Approach: Authenticity + Nashville Lifestyle = Engagement
The campaign was centered around authenticity—a key ingredient for successful influencer marketing. Instead of just promoting the property’s amenities, the focus was on the Nashville lifestyle and how living at 2010 West End would be part of that experience.
Here’s how they executed:
- Influencer Collaboration: A carefully selected influencer with a vibrant Nashville-based aesthetic created content that felt real, relatable, and in tune with the community’s vibe.
- Content Strategy: The influencer’s content consisted of a mix of one in-feed Instagram post and five Instagram Stories, with both focusing on showing off the property’s luxury amenities and the surrounding neighborhood. The goal was to give the audience a personal “tour” of the apartment and its prime location near Music Row, Centennial Park, and Vanderbilt University.
- Platform Focus: Instagram was the chosen platform, allowing the campaign to make use of both permanent (in-feed post) and ephemeral (Stories) content to maximize engagement. Stories offered casual, behind-the-scenes glimpses, while the in-feed post highlighted polished, aspirational content.
This blend of influencer storytelling with a focus on local lifestyle helped the campaign stand out in a competitive market, positioning 2010 West End as more than just another apartment—it was the perfect spot to live Nashville.
Results: Big Engagement for a Big City
The numbers from this campaign were a clear indication of success, especially considering it was targeting a competitive, highly saturated market like Nashville:
In-Feed Instagram Post:
- 5,049 impressions
- 593 likes
- 165 comments
- 90 saves, indicating real interest in the property
- 1 share, expanding reach
Instagram Stories (5 Stories):
- 409 average views per story
- 8 clicks through to the website, tracked via Google Analytics
- 42 profile taps, showing curiosity about the property’s Instagram page
This high level of engagement, particularly the 90 saves and profile taps, suggests that the content was compelling enough to prompt users to return or take further action. Notably, the campaign’s authentic approach led to strong interaction with the influencer’s content, giving the property much-needed visibility in the local market.
The Takeaway: Authenticity & Influencers Work—Especially in a Lifestyle Market
The 2010 West End campaign highlights the power of influencer marketing when done authentically. By partnering with an influencer whose aesthetic matched the property’s brand, the campaign successfully showcased the community’s amenities while also emphasizing the vibrant Nashville lifestyle.
The key takeaway? When marketing luxury living in a cultural hub like Nashville, the goal isn’t just to advertise—it’s to seamlessly integrate the brand into the lifestyle of potential renters. The influencer’s genuine connection to both the property and the city made the campaign resonate deeply with the target audience.
In a competitive rental market, a campaign like this doesn’t just raise awareness—it builds a genuine connection with prospective residents. Authenticity, local flair, and the right influencer turned 2010 West End into the place to be in Music City.
Winning Campaigns for Real Estate Brands
Across the board, successful campaigns shared a few key insights: hyper-local content, video dominance, and tailored, platform-specific posts. Influencer collaborations proved especially effective in engaging younger audiences and building brand authenticity.
With trends like AI integration and short-form video continuing to rise, real estate brands must stay agile, experiment with new formats, and keep innovating to stay ahead in a competitive digital landscape.
Frequently Asked Questions
What is the most effective social media platform for real estate marketing?
Facebook leads with 92% of U.S. realtors using it for lead generation, followed by Instagram at 68% and LinkedIn at 52% .
How can video content enhance real estate social media campaigns?
Video posts generate 1,200% more shares than text and images combined, making them highly effective for engagement.
What role does local content play in real estate marketing?
Campaigns focusing on local businesses and community highlights see significant engagement increases by resonating with the local audience.
How often should real estate agents post on social media?
Posting frequency varies by platform; for instance, once daily on Instagram and 3-4 times daily on Twitter are effective practices.
What types of content are most effective for real estate listings?
High-quality images, video walkthroughs, and virtual tours are highly effective in showcasing properties.
How can real estate agents generate leads through social media?
Utilizing targeted ads, engaging content, and interactive posts can attract potential clients and generate leads.
How can real estate agents build brand awareness on social media?
Consistent posting, engaging with followers, and sharing valuable content help establish a strong online presence and build brand awareness.
What are the benefits of using AI in real estate social media marketing?
AI tools can enhance efficiency, personalize content, and improve customer experiences in real estate marketing.
How can Facebook Ads be used more effectively in real estate marketing?
Facebook remains a dominant channel for real estate lead generation, but performance hinges on ad design and audience targeting. Agents and developers are increasingly using carousel ads to showcase property features, video walkthroughs to boost engagement, and lookalike audiences to retarget website visitors. According to this guide on real estate Facebook ads, campaigns that pair localized messaging with real-time listing availability tend to convert better. For a deeper dive into strategic use cases and creative formats, check out this breakdown of real estate ads on Facebook.
What role does branding play in scaling real estate presence on social media?
In crowded real estate markets, branding is more than a logo — it's how firms build emotional resonance through content, colors, and tone across every social post. Top agencies focus on making Instagram grids cohesive, LinkedIn updates consistent with company values, and TikTok content visually distinctive. Real estate branding agencies help realtors differentiate through personalized content strategies that reflect their niche — whether it’s luxury listings, green homes, or urban condos. This clarity in brand identity translates into stronger social traction and repeat visibility across campaigns.
How are emerging tech trends like NFTs influencing real estate marketing strategies?
While still niche, tokenized real estate is shifting how some properties are marketed — especially in global and luxury markets. Digital-first real estate companies are experimenting with NFTs to represent fractional ownership or virtual land in metaverse platforms, drawing in tech-savvy buyers and investors. These efforts often rely heavily on social media for community-building and education. As outlined in this list of NFT real estate companies, brands leveraging blockchain-based assets are reframing real estate as a hybrid between investment and experience, requiring equally innovative digital marketing strategies.
