Gone are the days when real estate agents relied solely on sold stickers and signboard selfies to build their brands. In 2024, the industry saw a seismic shift, with agents raising the bar on how they leverage social media to engage audiences, generate leads, and build lasting connections.
This evolution represents more than just a trend—it’s a testament to the growing sophistication of agents who now view platforms like Instagram, TikTok, and LinkedIn as essential tools in their marketing arsenal. With the right strategy, social media is no longer a supplementary effort but a cornerstone of success in an increasingly competitive market.
Agents are harnessing the power of storytelling, authenticity, and hyper-local content to connect with audiences on a deeper level.
High-quality video production, interactive Q&A sessions, and community-focused posts have become standard fare for the industry's most forward-thinking professionals.
The results speak for themselves. Agents who have embraced a strategic approach to social media report increased brand recognition, deeper engagement with their networks, and, most importantly, a direct impact on their bottom line.
As we look ahead, 2025 promises to be another transformative year for digital-first agents. With the bar already set high, the next wave of innovation will undoubtedly continue to redefine the real estate industry's approach to marketing and client engagement.
But before we turn our eyes to the future, let’s recognise the trailblazers who set the standard this year.
The Social Media Superstars of 2024 represent a diverse and dynamic group of professionals who pushed boundaries, redefined expectations, and turned their social media presence into a powerful driver of success.
TikTok Brings Strong Buyer Interest for a Dilapidated House
Across the Tasman, New Zealand agents demonstrated how social media can turn even the most challenging properties into buzzworthy listings. Kristina Walsh of Ray White transformed a dilapidated property in Ranui into a viral sensation with a TikTok video that amassed over 130,000 views. The video showcased the property’s dire condition, sparking widespread discussions and drawing more than 20 registered bidders to the auction.
Walsh attributed her success to two years of dedicated effort on social media, blending market updates with unfiltered, engaging content that resonated with her audience. The auction’s strong turnout and competitive bidding highlighted TikTok’s ability to generate interest and connect with buyers, especially those drawn to renovation opportunities. As New Zealanders increasingly embrace social media for property discovery, TikTok’s role in real estate marketing is expected to grow even further in 2025.
TikTok: A Game-Changer for Australian Sales
In Australia, TikTok continued its meteoric rise as a marketing powerhouse in 2024. One standout story came from Melbourne, where Luke Saville of The Agency sold an unrenovated two-bedroom apartment in Hawthorn East for $523,000 without listing it on traditional portals or spending a dollar on ads.
A simple walkthrough video targeted at first-home buyers on TikTok and Instagram garnered seven inquiries within hours, resulting in a mini bidding war.
Saville’s innovative approach saved the vendor $7,000–$8,000 in marketing costs, showcasing the platform’s ability to engage younger buyers (aged 25–35) in ways traditional channels cannot. With TikTok’s organic reach and cost-effective advantages, it’s clear this trend is only set to grow in 2025.
Snapchat’s Unexpected Role in Property Sales
While TikTok often takes the spotlight, 2024 also saw Snapchat emerge as a surprising contender in real estate marketing. Joshua McMillan in Brisbane leveraged Snapchat to sell a one-bedroom unit overlooking the Brisbane River.
After traditional methods like emails and calls failed, McMillan casually posted a Snapchat story showcasing the property’s view, and by the next morning, he had multiple inquiries.
One inquiry turned into a sale, with a Sunshine Coast family purchasing the unit for their daughter attending university in Brisbane. McMillan credits the success to his genuine enjoyment of social media, noting that creativity flourishes when agents embrace platforms they love. As Snapchat gains traction, it could become a valuable tool for off-market listings in 2025.
Andrew Cummings: Blending Creativity and Confidence
Andrew Cummings has redefined how real estate agents use social media to showcase properties. Known for his creative and engaging walkthrough videos, he consistently drives traffic to listings, with spikes in online interest often matching a property’s first day on the market. Cummings’ approach blends confidence with storytelling, offering a fresh perspective that resonates with both buyers and onlookers.
His innovative use of social media proves that success comes from focusing on the property rather than self-promotion. By creating authentic and entertaining content, Cummings has inspired other agents to rethink their approach to digital marketing. As his influence continues to grow, Cummings is set to remain at the forefront of real estate’s social media evolution.
Jason Colbey: Using Social Media to Make a Difference
Jason Colbey of Tapi has shown how social media can be a force for good. In 2024, he raised over $5,000 for the Starlight Children’s Foundation through a 100-kilometre running challenge, rallying his audience to exceed his fundraising goal. His heartfelt posts about the campaign resonated deeply with his followers, illustrating the power of authenticity.
Jason's approach to social media focuses on community engagement rather than hard sales, sharing stories that build trust and connection. By combining impactful storytelling with industry insights, he has built a loyal following and elevated his reputation as both a professional and a philanthropist. Colbey’s work highlights how agents can inspire meaningful change while strengthening their brands.
Giving Back: Social Media’s Role in Mental Health Awareness
Chris York of Stone Macarthur combined social media and print marketing to drive his 2024 Movember campaign, which aimed to raise $10,000 for men’s mental health. Through strategic efforts, including signboards placed around town reading “This is a sign to check in with your mates” alongside a moustache image and a QR code for donations, York not only met but exceeded his goal.
The campaign’s impact was amplified by community involvement, with many praising York’s dedication to addressing the stigma surrounding men’s mental health. One heartfelt comment read, “Thank you, Chris, for bringing awareness to a stigma that should have been extinct years ago.” This innovative approach to leveraging real estate marketing channels for social causes highlights the growing trend of agents using their platforms to create meaningful change.
The Rural Agent Redefining Real Estate Marketing and Generating Statewide Buyer Interest Through Social Media
Operating in Quirindi, a rural town with a population of just 3,500, Liz Morris of ONE AGENCY Liverpool Plains efforts extend beyond listing and selling properties. She focuses on building meaningful relationships within her marketplace long before a transaction is on the horizon.
In a region known for its traditional approach, Liz has revitalised local real estate marketing by introducing modern, relatable strategies. Leveraging tools such as TikTok, Instagram Reels, and a human-centric approach to storytelling, she has successfully captured the attention of buyers far beyond Quirindi, including from Sydney’s competitive market.
A key aspect of her success lies in her highly effective pre-market campaigns, which consistently generate buyer interest not just locally but statewide, well before properties officially hit the market. This proactive approach has positioned Liz as a standout agent who delivers exceptional results for her clients.
From the Tiny Screen to a Prime-Time Audience
In the competitive world of The Block, where standout marketing can make all the difference, Jaime Morris of Stockdale & Leggo showcased why she is regarded as one of Australia’s leading social media-driven real estate agents in 2024.
Representing the sale of House #5 on Phillip Island, contestants Mimi and Kristian chose Jaime after a judge suggested selecting an agent with a strong social media presence to maximise exposure and attract buyer interest.
Jaime’s ability to use social media effectively proved instrumental. Her authentic and engaging content strategy resonated with potential buyers and amplified the property’s appeal. The result was a successful auction day, with the home selling well above reserve.
Jaime’s approach demonstrates the growing importance of digital platforms in modern real estate marketing. By blending traditional expertise with a contemporary social media strategy, she has earned her place among the top influencers shaping Australia’s real estate industry in 2024.
Winning on Social Media: The Power of a Well-Executed Strategy That Leaves Nothing to Chance
Josh Tesolin, Principal of Ray White Quakers Hill, has set a new benchmark for leveraging social media in the real estate industry. Through platforms like Facebook & Instagram he connects with clients, showcases his results, and builds trust, positioning himself as a trailblazer in the digital age.
What makes Tesolin unique is his commitment to authenticity and his willingness to invest back in his personal brand. On average, he reinvests 20% of a sales fee back into self-marketing, ensuring his properties—and his personal brand—gain maximum visibility. Whether through professional photography, high-quality videos, or targeted social media campaigns, Tesolin’s efforts consistently deliver impact, solidifying his reputation in a competitive market.
His approach blends professionalism with personal branding, making his content both engaging and relatable. Tesolin’s posts, which highlight property successes, client testimonials, and behind-the-scenes glimpses, create a connection with his audience while showcasing his expertise and work ethic.
Predictions for 2025: The Future of Real Estate Marketing
As social media continues to evolve, several trends are likely to define real estate marketing in 2025:
Personalisation Will Be KeyAgents who blend property insights with authentic, relatable content will thrive. Buyers are increasingly drawn to professionals who can connect with them on a personal level.
Emergence of Niche PlatformsWhile TikTok and Instagram will remain dominant, platforms like Snapchat and YouTube Shorts are expected to gain momentum, offering unique ways to reach specific audiences.
Data-Driven StrategiesEnhanced analytics tools will allow agents to refine their social media approaches, targeting the right buyers with precision and maximising ROI.
Community EngagementStorytelling and giving back to local communities will become central to social media strategies, fostering trust and long-term loyalty among audiences.
A New Era in Real Estate Marketing
The success stories from 2024 demonstrate the transformative power of social media in real estate. From TikTok walkthroughs to Snapchat stories and influencer-driven content, agents are breaking new ground in how they market properties and engage with buyers. As we look to 2025, those who embrace authenticity, innovation, and connection will be best positioned to lead the industry into its next chapter.
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