Social media is a powerful avenue for sales, and real estate definitely isn’t excluded from this. In fact, if it’s used correctly, social media can be a real estate agent’s secret weapon. The problem is, most agents are leveraging it to its fullest capacity.
As Facebook’s most connected agent in Brisbane, at The Henry Wong Team® we’ve spent years perfecting the art of using social media to boost our real estate sales. It’s not just about sales though – it’s about connecting with our audience, engaging with them and broadening and strengthening our network.
With over 11,000 followers on Facebook, social media is a strategy that works for us. I want to dive into why, and how, today.
Australians Spend Hours on Social Media Every Day
The average Australian adult spends more than 2 hours per day on social media – more than 60 hours a month. The average time spent on property listing sites ike realestate.com.au is 40 minutes per month. See the difference?
If an agent only relies on traditional property portals, they’re missing out on a huge audience scrolling through social media feeds every day. We’re talking feeds that have become an everyday part of life, whether it’s Facebook, Instagram or Tik-Tok.
At The Henry Wong Team® we focus on Facebook because according to a 2024 Social Media Statistics Australia report, Facebook remains the most widely used platform in this country. It has over 17 million active users in Australia. If you want your property to be seen, it’s vital to show up where people are spending their time.
As the most connected agent on Facebook in Brisbane, I make sure your property shows up exactly where your buyer is already looking.
Why Social Media Works for Property Marketing
Real estate is visual, and visual medium s create great engagement on social media. From photography to video tours, I can get my listings in front of more people and engage with more buyers directly.
There’s exponential reach too – if a property takes off on social media. It can reach thousands of people within hours. This is way more effective than an internet listing that actually requires people to be searching in the area its listed.
Video in particular resonates well with modern audiences. 68% of consumers prefer learning about a product or service through video rather than text. Viewers would much rather watch a video on social media than read text, and guess what? Facebooks algorithm actually favours video too, so well produced content gets higher visibility.
Social media is also highly shareable. If someone sees a home they love, they can share it with friends and family instantly. This natural sharing effect can significantly increase the exposure of a property without any additional advertising costs.
The Targeting Advantage
Another reason Facebook works so well for real estate agents is it’s targeting power. I can create campaigns that focus on buyers who match a specific profile – location, age group, interests or even behaviours. This precision is hard to replicate with traditional property websites.
With this ability to target, buyers see the right property at the right time. This is a powerful method of connecting your home to the right people.
The Numbers Speak for Themselves
A US survey found that over 90% of property buyers start their search online. In Australia, we follow similar trajectories with digital use to the US, so our stats will be similar. Here, realestate.com.au and Domain are the big names, but social media platforms often grab attention first. A recent study found that 77% of real estate agents in Australia use Facebook for property marketing, while 59% use Instagram. Agents who invest in social content and advertising report faster sales and stronger interest at open homes.
On my own Facebook page, I’ve built a highly engaged community where follower numbers aren’t the most important thing to me. It’s about conversations, trust, and being front-of-mind when someone is ready to buy or sell. When a listing goes live on my page, it’s immediately seen by a large audience who already trusts me as a local expert.
When you list with The Henry Wong Team®, you’re getting access to one of Brisbane’s most active, property-focused Facebook networks.
Social Media Builds Trust
Buying or selling a home is a huge life event. People want to work with someone they trust. Social media allows me to share more than just property listings. It’s a space where I can answer questions, provide market updates, and show the real side of real estate. It helps me build relationships founded in trust.
This level of connection builds credibility. 54% of people use social media to research products or services before they commit. Real estate is no different. Buyers and sellers will often look up an agent’s social presence to get a feel for who they are and how they operate.
The Future of Real Estate Marketing
As social platforms continue to grow, the gap between traditional advertising and social media will only widen. Realestate.com.au and Domain will always have their place, but they can’t match the daily attention that platforms like Facebook command.
If you’re thinking of selling your home, working with an agent who understands the power of social media isn’t just an advantage, it’s a necessity. With over 60 hours a month spent scrolling through feeds, buyers are already there. The question is, will your property be there too?
