Social media has reshaped how we buy, sell and connect – and for Harris Real Estate’s Georgie Todd, it’s become the ultimate tool for building trust, generating buzz and helping buyers find the right fit…

Social Media is a game-changer in how we communicate, and it’s revolutionised how many of us do our jobs. How is this true for real estate?

Social media has transformed real estate by providing instant connections between buyers and sellers, showcasing properties to a wider audience in real-time. It’s become an essential tool in my day-to-day, from building trust through personal branding to generating leads and creating market visibility beyond the traditional methods.

Why is social media an important pillar in your sales strategy?

Social media plays a huge role in how I approach sales and its impact reaches far beyond just posting a property. It’s about telling a story, creating interest and reaching the right audience – quickly. Incorporating it into my approach has helped me target buyers more strategically, generate more enquiries and build momentum around a listing, sometimes before it even hits the market!

What performs best on social media platforms? Have you noticed any social media trends are particularly effective in real estate?

Content that performs best on my social media platforms tends to be short-form videos (think Reels) or walkthroughs of homes, purely because they’re quick and engaging. Authentic, behind-the-scenes moments or personal insights also get strong engagement, as I find that people connect with the human side of the process. Lately, trends such as ‘before and after’ transformations, local area spotlights and storytelling captions have been really effective in grabbing attention and driving interaction.

How do views, reach and likes translate into leads and sales?

Views, reach and likes are great indicators of interest and visibility to my audience, but the real value comes from how they open the door to conversations. When content performs well, it boosts my exposure, which often leads to DMs, enquiries and more people showing up at open homes. These interactions are what ultimately convert into leads and sales.

Do you tailor your content for different demographics or markets?

I don’t tailor my content too specifically for different demographics like first-home buyers or investors, as I believe you never want to pigeonhole who the buyer of a property is. My focus is more on showcasing each property in the best possible light and building a strong, consistent brand. I’ve found that quality content speaks to a broad audience, and the right buyers tend to engage naturally.

What about Google and Meta advertising–is this part of your strategy?

Google and Meta advertising is perfect for any seller wanting maximum exposure. As an agent, I use it to target specific buyer groups based on location, interests and online behaviour (based on their searches and interaction with other properties). I use ads for all my listings to boost reach beyond just the posts, which ultimately drives more enquiries and attracts serious buyers quickly by putting the property directly in front of those actively searching.

How important is personal branding in real estate social media?

Personal branding is everything in real estate social media. People want to work with someone they know, like and trust–not just a name or logo. For me, engagement and genuine conversations mean more than just how many followers I have because those interactions show real interest and build credibility.

What’s more important–building an engaged community or making noise on social media?

Building an engaged community beats making noise any day. When you have a group of people who truly connect with you, they’re the ones who refer you, come back for your services and turn into serious clients – not just random likes or views.

Where do you see the future of social media and real estate going?

I see social media in real estate becoming even more immersive and personalised, with AI playing a bigger role in creating targeted content. While the exact future is still unknown, one thing’s clear:staying adaptable and embracing new tech like AI will be key to standing out and connecting with clients in smarter, faster ways.

Georgie Todd
Property Consultant
0420 492 936
georgie@harrisre.com.au
@georgie_todd_realestate