If you’re wondering whether it’s worth the effort to step up your digital game as a real estate agent, the short answer is: absolutely.
Data from Zillow’s 2025 Consumer Housing Trends Report confirms what many agents already know—having a strong online and social media presence isn’t just fluff. It’s essential.
Buyers and Sellers Are Going Digital First
According to the Zillow report, more buyers and sellers find their agents online than through a referral.
For buyers, 37% of buyers find their agent online versus 31% who rely on a personal referral. Those who look online find their agents most often through the following platforms:
- Real estate website or app (23%)
- Social media network (7%)
- Search engine (7%)
For sellers, the shift toward digital is even more dramatic. The number of sellers finding their agent online increased from 15% in 2018 to 36% in 2024. Compare this to 28% of sellers who say they found their agent through a referral.
Social Media: More Than Just Fun and Games
We often hear agents ask, “Is Instagram really going to help me sell houses?” The data says yes. While just 7% of buyers discovered their agent on social media, that doesn’t mean they aren’t paying attention to your profiles. In fact, 44% of prospective buyers are more likely to hire an agent based on their social media activity.
This percentage climbs even higher among younger buyers—51% of millennials say that social media presence influences their decision.
For Baby Boomers, that number drops to 18%, but as millennials and Gen Z become the dominant market, your online presence will become even more critical.
Here are some examples of content that converts right now for real estate agents.
#1: Krys Benyamein
Check out this introduction video, which quickly gives the viewer a sense of Krys Benyamein’s genuine warmth and sense of humor:
Krys’s listing videos are also a must-watch—his creative hooks capture everyone’s attention. Then, he adds value to any potential buyer by breaking down monthly costs.
Here’s just one example:
#2: Katie Lucie
Katie demonstrates on her own Instagram channel the value of “impact over likes,” showing the difference in actual engagement between one post that went viral and two others that picked up double-digit likes but also led to contracts with real buyers and sellers.
Here’s one of the reels that led to new client relationships:
#3: Alyssa Curnutt
Just about every post in Alyssa Curnutt’s Instagram conveys warmth and a contagious sense of fun, along with a passionate commitment to serving her clients and providing hyper-local information. Here’s just one recent example:
#4: Marie Lee
In one of her many brilliant listing-focused reels, Marie Lee introduces her new series, “Get it sold,” where she walks the viewer through her process of selling a home, using a home she currently has under contract. Check it out here:
#5: Matt Lionetti and Anna Oliver
As a real estate team, Matt Lionetti and Anna Oliver have created some true masterpieces in the listing video genre. This is just one example to get you hooked.
Meet “Benny”:
#6: Kyle Talbot
Kyle Talbot keeps his Kansas City audience coming back for more with simple headline posts and hyper-local news updates.
Some are related to the housing market, like this:
While others focus on sports, local businesses, or the latest happenings in the city:
Referrals Are Still Important, But Digital Referrals Are Rising
Referrals aren’t going away anytime soon, but what’s changing is how those referrals are happening. The Zillow report highlights that many buyers and sellers now use digital platforms to confirm referrals. A friend might mention your name, but before a potential client reaches out, they’re likely to check out your website, read your reviews, and scroll through your social media. If you’re not present or, worse, outdated, that referral might never reach out.
A strong digital presence complements your referral network. It’s an ongoing showcase of your expertise, personality, and ability to sell homes. Being active on platforms like Instagram or TikTok isn’t about dancing or becoming a viral sensation—it’s about showcasing who you are as an agent, sharing market insights, and building relationships.
What You Can Do Right Now
- Update Your Online Profiles – Whether it’s your Zillow profile, website, or social media bios, make sure they’re up-to-date and consistent. Include recent reviews, professional headshots, and your unique value proposition.
- Ask for Reviews – It’s simple but effective. Ask your past clients to leave reviews on platforms like Zillow or Google. These reviews can make all the difference when potential clients are researching agents online.
- Stay Consistent on Social Media – You don’t have to be on every platform, but you should choose one or two that suit your style and post regularly. And if you’re feeling stuck, use fully customizable templates available in BAMx. These data-driven, up-to-date templates are dropped weekly for members. Subscribe today to get access.
With more buyers and sellers going digital first, your online presence needs to be as strong as your local reputation. Staying consistent and regularly updating all online profiles, will help you stand out in 2025.
