🏡 From Scrolls to Sold: Mastering Facebook, Instagram, and TikTok

Together with:

Good evening, agents. 🌓 In this episode, we’re breaking down the big three:
Facebook, Instagram, and TikTok, comparing them across:

• Who’s using them (and how long they’re hanging out there)

• What content actually works to get engagement and leads

• How top agents are turning views into closed deals

• And yes… which one has the most cat videos

Let’s dive in—and help you get more from every post, reel, and scroll.🏡💰

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🏡 FROM SCROLLS TO SOLD: MASTERING FACEBOOK, INSTAGRAM, AND TIKTOK

Start With the Reality Check

Let’s talk about the stat no one wants to say out loud—but every smart agent needs to know:

Source: HousingWire, The Close, and Real Geeks regularly cite this conversion range as the norm for internet-generated real estate leads—including Facebook and Instagram ads, TikTok content, and website opt-ins.

And yet, millions of agents are pouring time and money into social media without a clear strategy—just hoping something will work.

So the real question is:
Which platforms actually perform—and how can YOU beat the average?

Facebook: The Community Connector

Demographics & Behavior:

• 3 billion monthly users globally

• Most active: 25–34 age group

• Average time: 30.9 minutes/day

• 98.5% access via mobile

Why People Go There:

• 51.5% use it to connect with friends and family

• Many still rely on Facebook for local news, business recommendations, and event discovery

Content That Converts:

• Client success stories (video + photo = best results)

• Facebook Live virtual tours

• “Just Listed” or “Under Contract” carousels with strong CTAs

• Educational mini-posts: “3 Tips for First-Time Buyers” style content

Coaching Client Strategy Highlight:

• One of our coaching clients consistently uses live home tours and client success stories to generate pre-showing buzz and build strong local engagement.

Lead Generation Stats:

• 92% of REALTORS® use Facebook for lead gen

• 19% say 1–5% of their business comes directly from social

Instagram: The Visual Showroom

Demographics & Behavior:

• 2 billion monthly active users

• Most active: 18–34 years old

• Average time: 33 minutes/day

• Slight female user majority

Why People Go There:

• For visual inspiration: design, travel, lifestyle, and homes

• To follow creators, small businesses, and local experiences

What Works for Agents:

• Reels (49% more engagement than still photos)

• Carousel posts: “Before & After,” “What $500k Buys in [Your City],” or “Open House Walkthrough”

• Behind-the-scenes content and educational tips like how to get a great mortgage interest rate.

Coaching Client Example:

• One of our clients saw a major spike in engagement after adding simple video walk-throughs with voiceover—and including “this or that” polls in Stories to boost interaction.

Lead Generation Stats:

• 68% of REALTORS® use Instagram for lead gen

• Conversion rate benchmark: 0.4%–1.2%

TikTok: The Attention Magnet

Demographics & Behavior:

• 1.5+ billion monthly users

• Most active: 25–34 age group

• Average time: 55 minutes/day

• Slight male user majority

Why People Go There:

• For entertainment, trends, and storytelling

• To laugh, learn, and scroll without being sold to

What Works for Agents:

• Fast-paced property walkthroughs with trending sounds

• Myth-busting content: “3 Things Zillow Can’t Tell You”

• Relatable videos: “Day in the Life of a Real Estate Agent”

• Local lifestyle and neighborhood features.

Final Takeaways for Real Estate Pros

There’s a lot of noise online. But the agents who are succeeding aren’t just scrolling—they’re strategic.

Let’s recap:

Call to Action:

Try this today:
Post a short video on all three platforms answering:
“What’s the biggest myth about buying a home right now?”

Use a trending sound, add captions, and end with a call to action:
“Message me to learn what’s really going on in the market.”

Track your views. Track your messages. Track your closings.
Then repeat.

Monitor the time YOU spend on each of these platforms. Use them to support the Real Work of Real Estate.  Keep your posts practical and tactical.

But most importantly: realize the conversion ratio is extremely low. You have to have over 100 engagements to convert just ONE lead. And that lead might not even be qualified.

🚀 READY TO MAKE THE LEAP?

Join Premier Coaching for FREE today and start writing your own late-blooming success story. Sign up at https://premiercoaching.com.

And if you’re ready to take that next big step, consider joining the EXP Realty team. Visit https://whylibertas.com/harris or text Tim directly at 512-758-0206.

AND THAT'S A WRAP!

Stay with us!

—Tim & Julie Harris
Harris Real Estate Daily

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