How Social Media Affects Home Buying – Understanding the Influences on Buyers
The home buying journey has evolved in recent years. Today, social media plays a pivotal role in shaping how potential buyers discover and evaluate new homes. While traditional real estate platforms remain important, social media has emerged as a powerful tool during the early stages of the buyer journey. This is especially true during the discovery and decision-making phases. Recent research found that 44% of younger homebuyers contemplate buying a property based on social media reviews and rankings. Even Baby Boomers are searching and researching properties online. Approximately 85% of Boomers used the Internet to search for properties, with up to 73% doing so frequently.
The Shift to Digital-First Behavior
According to a recent study by the National Association of Realtors, 100% of homebuyers used the internet at some point during their home search process. This is a significant jump from just 51% in 2010. Social media platforms including Facebook, Instagram, YouTube, and TikTok have become central to how prospective homeowners find listings, compare communities, and visualize their future homes. Builders and agents are using these platforms to share photo galleries, live video tours, and behind-the-scenes content to help generate interest and engagement.
Why Social Media Works
There are several reasons why social media advertising is effective for real estate.
- Targeted Reach
Social platforms offer precise targeting based on location, income, interests, and life events, allowing campaigns to reach qualified buyers more efficiently. - Visual Impact
Real estate is inherently visual. High-quality photos, virtual tours, and video content allow buyers to connect emotionally with a property. - Engagement
Social media encourages interaction. Likes, shares, and comments increase visibility organically and foster trust. - Affordability and Flexibility
Compared to traditional media, social media campaigns are more cost-effective and can be adjusted in real-time. Even small budgets (as low as $5/day) can deliver measurable results. - Mobile-Friendly Convenience
Most buyers browse social media from their mobile devices, which means they can easily view and respond to listings while on the go.
Where Builders Can Improve
Despite these benefits, many builders still rely on limited online marketing like websites, onsite signage, and MLS listings. This leaves a gap in visibility during the earliest phase of the buyer journey. A strong social media strategy, paired with tools like Google Ads, paid email marketing, and CRM systems, can bridge this gap and drive higher quality leads before a property’s grand opening.
The Bottom Line
As buyer behavior continues to shift online, a modern marketing approach that includes social media is essential. Builders and agents who adapt will not only increase their visibility but will also position themselves as trusted brands early in the homebuyer’s decision-making process.
Strategic Sales and Marketing offers a variety of real estate sales and marketing services. Our team has years of experience working with the real estate industry and understands the steps required to identify and connect with potential buyers. Please contact us for more information about our services.