If you’ve spent any time on social media lately, you’ve probably seen it — real estate agents filming elaborate home tours, jumping into TikTok trends, or turning every listing into a mini movie. The question is: Does it actually sell homes?
As someone who’s been in this business for over two decades here in Central Florida, I’ve seen marketing fads come and go. And while social media can certainly play a role, it’s not the magic bullet some agents make it out to be.
🏡 Where Buyers Actually Find Homes
Here’s the truth: most buyers don’t see a house on Facebook or Instagram and suddenly decide to buy it. The vast majority start their search on major real estate platforms like Zillow, Realtor.com, and Homes.com, or through their real estate agent’s MLS-powered search portal.
Those sites are where serious buyers spend their time. They’re built for searching, comparing, and filtering — not scrolling.
Social media, meanwhile, is more about discovery, branding, and staying top of mind. It can spark curiosity, but rarely does it seal the deal.
🎬 The Rise of the “Social Media Agent”
Lately, I’ve noticed a trend — some agents seem to live on social media. Their feeds are full of video tours, comedic reels, and trending dances set to upbeat music.
And yet, when you look up their sales statistics in the MLS, the numbers don’t always match the image. You can easily check this — every licensed agent’s sales are public record.
That raises the question: Are they building a business, or just building an audience?
As agents, our time is best spent where it matters — with clients, in negotiations, at inspections, or working through contracts. Real estate is hands-on, not just online.
💬 The Proper Role of Social Media
Don’t get me wrong — I use social media too. It’s an important way to build name recognition, share community updates, post blog articles like this one, and highlight my active listings.
But social media should support real estate, not replace it. It’s a great place for storytelling, education, and local engagement — but it’s not where buyers are making purchase decisions.
I’d rather spend an hour responding to a client’s question or analyzing a neighborhood’s market trends than spend that same hour editing a trending video.
In other words, I use social media to show that I’m real — not to replace being real.
🏘️ Old Habits, New Times
The obsession with social media reminds me a lot of open houses and broker opens — strategies that used to make perfect sense before the internet changed everything.
Back in the day, that’s how buyers and agents discovered homes. But today? Most people find properties online long before they ever step inside.
The same logic applies to social media. It’s a modern visibility tool, but it’s not the main driver of sales. The fundamentals haven’t changed:
✅ Price the home right.
✅ Present it beautifully.
✅ Market it across the platforms that buyers actually use.
✅ And communicate personally and professionally.
🎯 The Bottom Line
Social media can help people know who you are — but it doesn’t replace the experience, professionalism, and personal attention that actually sell homes.
When it comes to choosing an agent, look for one who’s active online but even more active with clients. Someone who communicates directly, understands the market, and still believes in good old-fashioned service.
Because in this business, technology assists — but it doesn’t replace.
✉️ Contact David Dorman
David Dorman, Broker-Associate
CENTURY 21 Carioti – Ocoee • Windermere • Winter Garden • Gotha • Clermont • Orlando
📞 407-948-8295
🌐 www.DavidDorman.com
🌐 www.LiveInOrlandoFL.com
📧 David@DavidDorman.com
“When you hire David Dorman, you GET David Dorman.”