Attention is everything – with social feeds overflowing with content, you need to make an instant impact in the first three seconds, or you’ve lost the viewer. The real estate industry has experienced a massive transformation with the emergence of social media. Unlike traditional advertising methods with limited reach, social media platforms have revolutionised how properties are marketed and sold, allowing sellers to reach a global audience with just a few clicks.
One of the main reasons for social media’s influence on the real estate industry is its ability to target specific demographics. Platforms like Facebook, Instagram, & TikTok provide powerful targeting options that allow sellers to narrow down their audience based on factors such as location, age, interests, and more. This level of precision means that properties are shown to individuals most likely to be interested, both to a local and global audience, increasing the chances of a successful sale. We’ve seen European buyers hop on a flight to view a property they discovered through a targeted social media ad, ultimately converting into buyers.
Just a few years ago, many real estate agencies in Dubai might have used a freelance videographer for high-value properties as a value add. Now, established agencies have developed in-house production teams that create cinematic concepts, including drone footage, specifically for social media. The traditional four-minute property tour set to calm background music doesn’t work on social media anymore. Instead, agencies are creating cool, engaging short videos with epic audio tracks that capture attention instantly. This transformation in digital real estate marketing has allowed agencies to create both organic and paid campaigns.
These videos are crafted specifically for social media, with formats like 10-15 second teasers designed to grab attention and encourage further action. A short, captivating clip can entice viewers to swipe up to watch the full property tour, visit a custom landing page, or encourage them to register their interest to learn more. The goal is not only to show a property but to transform followers into an engaged audience and that audience into a loyal community.
Real estate brands that succeed in building a loyal following on social media don’t just pitch properties; they focus on hitting content pillars that build credibility, trust, and relationships. Sharing market reports educates viewers and strengthens the brand’s authority; engaging with viral trends brings a human element to the brand, and sharing success stories from agents who have achieved exceptional results inspires others. Having followed a more traditional educational path and studying for a marketing degree myself, I’ve seen how important it is for real estate agents to showcase their journeys. The success stories from agents who have thrived in this field are powerful tools for recruitment, encouraging others to consider real estate as a rewarding career.
Social media success, however, isn’t just about capturing beautiful homes on camera; it’s about creating a multi-sensory experience. Algorithms on platforms like Instagram and TikTok prioritise engaging content. From the choice of trending music to the video’s visual pacing, each element plays a role in capturing attention and driving engagement. A video that uses a trending TikTok song, for example, has a higher likelihood of gaining views and going viral, reaching a broader audience, and increasing the chance of attracting serious buyers. These kinds of strategic choices, from audio to visual styles, are the focus of in-house marketing discussions today, where every detail matters.
For Dubai’s off-plan market, where properties are sold before they’re built, lead generation through platforms like Google, Instagram, and Facebook is critical. A developer may announce a project and provide assets such as renders or videos, but these assets are often shared with every agency/agent in Dubai, leading to generic marketing if used for lead generation. To set brands apart, agencies need to create unique, engaging content that educates and captivates prospective buyers; they need to have a hook. The approach to off-plan marketing involves identifying the core appeal of the project, understanding the target audience, and crafting content that speaks to the lifestyle and aspirations of that specific buyer. With over 2,000 real estate agencies in Dubai competing in the off-plan market, developing a unique content strategy is essential to ensure visibility and attract high-quality leads.
Many real estate agents in Dubai are now evolving into micro-influencers, leveraging the accessibility of smartphones to create content. With consistency, this strategy has proven effective in driving results, including closing deals. Content types vary, with some agents focusing on property reels and longer-form videos to showcase their expertise, while others emphasise thought leadership and educational content to build a community. The agents who succeed are the ones committed to a regular posting schedule. Many start by sharing daily updates on Instagram, blending short property reels with industry insights. I’ve watched numerous agents within our business experiment with building an online presence, and the committed ones see the best results. Posting regularly—whether daily or every other day—creates a sense of reliability and dedication that resonates with followers. For these agents, social media is more than an add-on; it’s a core part of their strategy.
By Sophie Hansom, Marketing Manager at Espace Real Estate.
