The sellers’ guide to socials (even if you’re not on TikTok)

Gone are the days when a For Sale board, a flimsily folded A4 ‘booklet’ spluttered out by the office printer and a listing on Rightmove were enough to seal the deal. In today’s world of scroll-happy buyers and reel-chasers, your home might just need a starring role on someone’s Instagram feed to get noticed.

Living online

It’s no surprise to hear that over 90% of home buyers search for their dream home online, however, in the post-Covid era, more and more estate agents are turning to social media to promote properties, with the National Association of Estate Agents reporting a staggering 79% of UK agents actively using social platforms back in 2023.  

What’s more, buyers are on board with this trend, with a recent LinkedIn industry study revealing that three-quarters of UK adults consider video marketing a key influence in their decision making when it comes to purchase-making.

Agents are quickly latching onto this demand for multimedia access, with Rightmove revealing this month that more than one in three UK listings now including video tours, up from only two per cent last year.

So why is social media such a game changer?

Well, for starters, there’s the reach. If a For Sale board waits patiently like the lone fisherman on the shore, and if Rightmove is the trawlerman casting out a wide net, social media is the heat-seeking sonar, finding likely buyers not just through location, but through habits, interests and shared circles. Thanks to algorithms, your home can quietly swim into the path of someone following interior accounts, chatting about moving, or liking local school pages long before they’ve ever had the inclination to even type anything into a search bar.

In today’s market, the first time someone spots your home might not be on Rightmove or Zoopla, it could be on Instagram, shared in a local Facebook group, or popping up in a friend’s Stories. Social media has swiftly and subtly become one of the most powerful ways to build early buzz and emotional connection with a home.

If the fishing analogy wasn’t for you let’s switch metaphors: if Rightmove is the shop window, then Instagram is the whisper in your best friend’s ear, a more personal, shareable and story-driven way to fall in love with a home. Buyers are scrolling more than ever, and those first impressions can spark real-life viewings long before a formal listing even goes live.

Which social media platforms can help sell my home?

Not all social media platforms are created equal and when it comes to selling homes, each one has its own strengths. Virtually all of GenZ (the under 25 bracket) are active on social media, with Instagram, YouTube and TikTok accounting for their platforms of choice. Millennials, ranging from around 25-40, trend similarly. The good news is, GenX and Baby Boomers, accounting for the 41+ still keep an active online presence with top platforms being Facebook and YouTube.

Putting you in the picture

Instagram is all about the visuals, the golden-hour garden shots, freshly baked sourdough and plump cherry tomatoes contrasting against the smooth white marble worktops in the kitchen, or that dreamy window seat with the dog curled up looking wistfully out into the distance. It’s where the home lust begins and where aspirational buyers start saving posts before they’ve even checked their mortgage in principle.

Bringing lifestyle within reach

Facebook is still the heavyweight champion – the worlds largest social media network and when it comes to local reach it is King! It’s the go-to for neighbourhood groups, village pages and that all-important over-35 crowd. It’s also a great place for sharing listings into community forums and generating word-of-mouth buzz.

The Ka-pow factor

TikTok might not be for every home, but if yours has a wow-factor element (a pool house, sublime staircase, a secret pantry, or a backstory worth telling), it’s absolutely worth tapping into.

What can I do to help sell my home on the socials?

Like and share!

Even if you’re not a social media pro, there are a few simple ways you can help boost your home’s visibility. Start by sharing your estate agent’s posts as a quick, easy way to double the reach without having to write a word yourself. Tagging your village, town, or favourite local spots (a fantastic independent shop, that amazing bakery down the road) can also help your post land in front of people who love your area.

If you’re comfortable, you can even post about your home in local Facebook groups (just be sure to check the rules first). And yes, asking friends and family to like or share can feel a little cringeworthy…but you never know who’s quietly thinking about moving. The more eyes, the more chance the right buyer scrolls past at just the right time.

Captions that hook

If you’re feeling brave enough to write your own post, ditch the dry details and lead with lifestyle. Instead of “3-bed semi-detached house with garden,” try something like: “Sun-soaked garden, wine in hand, kids splashing in the paddling pool. Your next chapter starts here.”

Paint a picture, tell a story and help buyers imagine a life unfolding in your space. Simple lines like “Imagine coffee here on a Sunday…” or “Would you move for this garden?” do more heavy lifting than a full spec list ever could.

Is your agent socially savvy?

Of course, all of this is great, but it shouldn’t fall entirely on your shoulders. A good agent will already be using social media strategically and consistently.

Engagement matters too. It’s not just what’s posted, but how people are interacting with it. Are they getting likes, comments, shares?

Leaving a lasting impression

Remember: social media is about making connections and building trust with an audience. Don’t be afraid to ask your agent to show you examples of posts that have worked well for other homes.

Thanks for reading.