Why Social Media Works for Real Estate When It Explains Decisions, Not Listings
Most real estate agents don’t fail at social media because they post too little. They fail because what they post doesn’t help anyone make a decision.
The data around social media effectiveness is clear. According to the 2025 Sprout Social Impact Report, consumers are far more likely to engage with brands that educate, explain, or provide practical insight than those that simply promote themselves. Real estate is a perfect example of this. People don’t need another photo of a sold sign. They need help understanding pricing, timing, risk, and tradeoffs.
Here’s how social media actually works when it supports growth. An agent explains the same concept multiple times in different ways. One week it’s a short video explaining why pricing too high backfires. Another week it’s a post explaining how buyers react when rates change. Over time, followers start to associate that agent with clarity, not noise.
AI supports this by making consistency possible. One thoughtful explanation becomes a video outline, a caption, a follow-up post, and a short article that lives on the agent’s website. Instead of reinventing content every week, the message compounds.
This is also how AI search systems work. They look for repeated explanations across platforms. When your social media reinforces what your website and content already say, you become easier to surface as someone who understands the business side of real estate.
The agents who benefit most from social media are not entertainers. They are explainers.
About Aaron Stelle
Aaron Stelle is a widely recognized real estate strategist, keynote speaker, and content creator who is currently serving as VP-Growth Architect with Fidelity National Financial.
Aaron works with real estate brokers, agents, and leadership teams across the Northwestern United States and Hawaii, advising on business strategy, marketing systems, technology adoption, and long-term growth planning. He is a frequent keynote speaker and educator, having presented at numerous regional and national events across the country.
In addition to his speaking and consulting work, Aaron is an industry contributor whose insights on real estate strategy, market behavior, and technology trends have been featured through Inman News. His work focuses on helping real estate professionals move beyond tactics and build clear, durable systems that support better decision-making, stronger client relationships, and sustainable growth.