The way people explore properties has changed—and so has the way real estate professionals market them online. This benchmark report unpacks what's actually driving results on social. Based on a full year of performance data, the study reveals key engagement metrics, content trends, and format breakdowns every agent, brokerage, and marketing team should know.

Executive Summary

• Platforms that drive the highest engagement for real estate—and how to use them strategically
• Content types that perform across Facebook, Instagram, X, LinkedInand TikTok
• Post formats brands are overusing vs. which ones actually work
• Breakdown of the content pillars that earn the most engagement
• Actionable takeaways to help improve real estate lead generation on social media

Averages Across All Platforms

Across the board, TikTok and Instagram are the clear leaders in engagement, but each brings different strengths to the table.

TikTok takes the top spot, with smaller real estate profiles (1K–5K followers) pulling up to 16.5% engagement by followers and video views averaging nearly 90K. This is the platform to prioritize if you want visibility fast, especially through client testimonials, agent spotlights, and green living content.

Instagram lands second, averaging 2.2% engagement by followers across the industry. Reels dominate the volume, but carousels and single-image posts often perform better, especially for accounts in the 10K–50K follower range. It's a strong platform for both visual storytelling and real estate influencer marketing.

Facebook trails in engagement, sitting around 0.5%, but it still brings solid results when brands leverage video. Smaller pages (1K–5K) show surprisingly high engagement with simple, authentic content.

X (formerly Twitter) continues to show limited engagement and no measurable reach performance. However, targeted content like architecture highlights and green living tips still manages moderate traction, especially when tied to real-time updates or community topics.

Engagement Rates by Content Type (Per Platform)

Which content formats drive engagement? Here's how it plays out across real estate's key platforms:

Facebook

Video posts consistently outperform all other formats, especially for mid-sized to large pages. While photo and album posts dominate the feed, their engagement rates lag. Reels, though rarely used, offer untapped potential for real estate video marketing.

Instagram

Carousels perform slightly better than Reels, which dominate in volume. Single-image posts still hold value, particularly when paired with storytelling captions. Reels aren't dead, but brands relying on them exclusively may miss higher-performing opportunities.

X (formerly Twitter)

Video falls flat here. Status updates and photo posts carry the highest engagement rates, but even these are modest. Visual simplicity and text-first storytelling (especially through animated GIFs) remain the most effective tactics.

TikTok

Video reigns—unsurprisingly. Real estate brands pulling strong engagement focus on storytelling, authenticity, and emotional pull. Carousels are barely used, but when tested, they perform similarly well. The lesson? Prioritize short-form video, but test other visual formats, too.

Post Formats by Volume (Per Platform)

Here's what real estate brands are posting—and how it stacks up with what actually performs:

Facebook

Photos (36.3%) and albums (25.1%) dominate posting behavior, even though they lag in engagement. Video makes up less than 20% of content but drives far stronger results. If you're still leaning on static posts, it's time to shift strategy.

Instagram

Reels make up nearly half (45.1%) of all posts, but carousels (27.3%) and images (23.7%) often outperform them. Video content accounts for only 3.9%, despite pulling the highest engagement. There's a clear case here for more diverse formatting and storytelling.

X (formerly Twitter)

Status posts and photos dominate volume, with links and videos making up the rest. GIFs—despite their tiny presence—bring higher engagement, pointing to a missed opportunity. Most real estate pages are posting what's easy, not what works.

TikTok

It's nearly all video—92%. Carousels make up just 8%, though they show potential. Still, TikTok is a platform built for motion and immediacy. If you're not investing in consistent video, you're not really using the platform effectively.

These breakdowns help refine your format strategy, ensuring your real estate Facebook post frequency or Instagram posting habits align with audience expectations and content effectiveness.

Top Content Pillars (Per Platform)

Engagement data analysis reveals which themes resonate most on each platform—and they're not always the ones real estate brands focus on.

Facebook

Top-performing themes include architecture highlights, virtual tours, and real estate trends. These outperform standard listings or promo-style posts. Emotional storytelling in video format drives the highest engagement.

Instagram

Market insights, community spotlights, and agent behind-the-scenes content lead the way. Content focused on local expertise and human connection sees stronger results than basic listing promos.

X (formerly Twitter)

Though performance is lower overall, content focused on sustainable living, architecture, and virtual tours delivers relatively stronger engagement. Static visuals with meaningful captions beat generic reposts every time.

TikTok

Here's where storytelling takes over. Client testimonials, green living tips, and agent lifestyle content dominate. These themes consistently pull the highest engagement, proving TikTok's strength as a platform for emotional connection over pure promotion.

These content insights are essential for real estate brands looking to dial in what actually drives engagement, not just what fills the feed.

Ready to download the full report?

The full PDF includes detailed benchmark tables, platform-specific breakdowns, and actionable recommendations—designed to help you optimize real estate agent social media strategies with clarity and confidence.

Whether you're building a local following, scaling luxury property campaigns, or tracking real estate rental social media performance, this data-backed report gives you the tools to do it smarter.

Download the PDF now and see how your brand compares across the platforms that matter.