By Steven Llorens
Hey there, fellow real estate pros and future CRE rockstars!
After nearly two decades in the commercial real estate (CRE) industry, I’ve learned a lot about what makes deals happen and what makes deals fall through.
And if there’s one shift, I’ve seen that completely changed the game, it’s the rise of social media marketing.
Listen, I get it.
When you’re juggling listings, meetings, negotiations, and client relations, thinking about Instagram reels or LinkedIn posts can feel… almost ridiculous. But here’s the reality: social media isn’t a side hustle anymore. It’s a core business strategy.
Today, I’m pulling back the curtain and sharing exactly how social media is reshaping the CRE world and how you can make sure you’re not just keeping up but staying ahead.
Let’s jump in!
Why Social Media Matters More Than Ever in CRE?
Once upon a time, commercial real estate was a strictly relationship-driven business built on face-to-face meetings, cold calls, and handshakes.
That world isn’t gone but it’s evolved.
Today, your digital presence is your first impression.
According to the National Association of Realtors (NAR) 2024 Commercial Real Estate Trends Report, over 80% of investors, tenants, and corporate decision-makers begin their property search and due diligence online.
And guess what?
More than half of them will check out your social media profiles before they ever pick up the phone to call you.
Social media has become the new referral network, the new billboard, and the new open house all rolled into one.
If you’re not actively shaping your online brand, you’re leaving deals and dollars on the table.
Pro Tip: Google your name and your business name once a month. See what shows up because that’s exactly what your potential clients are seeing!
The Best Social Media Platforms for CRE and Why?
Let’s face it: trying to be everywhere at once will burn you out fast.
The good news?
You don’t have to be everywhere, but you must be where it matters most for CRE.
Here’s where I see the most traction:
- LinkedIn: This is the goldmine for B2B connections. According to LinkedIn’s marketing insights, content on LinkedIn is trusted 2x more than content on other platforms.
Post market updates, share thought leadership articles, highlight major property closings, and engage in meaningful conversations. LinkedIn is where deals are born.
- Instagram: It’s not just for avocado toast pics anymore. CRE pros are using Instagram to showcase stunning visuals of properties, community developments, and behind-the-scenes action.
Visual storytelling builds emotional connection, and that’s critical when you’re selling not just space, but vision.
- YouTube: YouTube is a hidden powerhouse for CRE agents.
Detailed property tours, Q&A sessions, and investment webinars build deep trust with potential clients. Plus, YouTube videos show up high in Google searches, expanding your organic reach dramatically.
- TikTok: Yes, even TikTok is fair game now!
Statista’s report shows TikTok’s fastest-growing audience segment is 30-49-year- olds aka decision-makers.
Short, punchy videos demystifying the leasing process, explaining investment tips, or highlighting “day in the life” content can massively grow your visibility.
- X (formerly Twitter): When I first started using X, I saw it as just another social media outlet. But over time, I realized it’s a high-leverage space for real-time insights, networking, and visibility. Unlike LinkedIn, which often feels more formal, X fosters authentic, bite-sized conversations that cut through fluff and build trust quickly.
Pro Tip: Start by mastering one platform first before expanding to others. It’s better to dominate one channel than post mediocre content everywhere.
What Kind of Content Actually Works?
If you’re worried, you’ll need a full-time video crew to make an impact relax.
Authenticity wins over perfection every time.
Here’s the content that consistently delivers results for CRE professionals:
- Market Insights: Quick updates on vacancy rates, interest rate trends, or neighborhood growth can position you as an industry expert.
- Success Stories: Closed a big deal? Helped a startup find the perfect flex space?
Tell those stories, people love proof that you deliver results.
- Behind-the-Scenes Tours: Walkthroughs of new developments or renovations create a sense of excitement and transparency.
- Educational Snippets: Teach your audience something valuable in 60 seconds or less, like “3 Things to Check Before Signing a Lease” or “How to Evaluate an Investment Property.”
- Personal Branding Moments: A quick selfie at a property site, a candid moment with a client, these humanize your brand and build rapport faster than you think.
Pro Tip: Don’t overthink video! Use your smartphone, good lighting, and a clear message that’s 90% of the battle right there.
Consistency Is More Important Than Virality
One of the biggest mindsets shifts I had to make early on?
Stop chasing viral moments. Start building a visible brand.
According to the HubSpot 2024 Social Media Trends Report, companies that posted consistently (3–4x per week) saw 300% higher engagement than those who posted only when they “felt inspired.”
Real estate especially commercial real estate is a long game.
It’s not about getting 100,000 views overnight.
It’s about becoming the first name someone thinks of when they’re ready to move, invest, expand, or relocate.
Small, consistent efforts build massive results over time.
Pro Tip: Batch your content creation once a week. Recording 4–5 short videos at once saves you hours and keeps you ahead of schedule.
How I Personally Approach Social Media Marketing in My CRE Business
I’ll be honest: when I first started integrating social media into my strategy, it felt awkward.
But over time, I found a rhythm that works:
- Block Time Weekly: I set aside 2–3 hours every Sunday to plan my posts for the week.
- Focus on Education First: I make 70% of my content purely educational, 20% personal, and 10% promotional.
- Repurpose Content: One property tour can turn into a YouTube video, Instagram reel, LinkedIn article, and TikTok clip maximizing the value of my time.
- Engage Consistently: I comment on others’ posts, share insights, and celebrate wins (not just mine, but others’ too).
Remember: social media thrives on being… well, social!
Pro Tip: Repurpose one piece of content into 3-4 formats. One video tour can become a YouTube post, Instagram Reel, LinkedIn article, and a TikTok, all with slight tweaks!
Final Words: Don’t Get Left Behind
I’ll say it again because it’s so important: social media is no longer optional in commercial real estate.
It’s an essential tool for relationship-building, prospecting, education, branding, and ultimately closing deals.
You don’t have to be perfect.
You just have to be present, authentic, and consistent.
Start today.
Even if it’s one post a week. Even if it’s one quick market tip.
The key is momentum, and I promise, you’ll thank yourself a year from now.
You’ve got this.
Let’s dominate the CRE world — both online and offline!
Pro Tip: Progress beats perfection. Focus on showing up even if it’s not perfect because momentum creates mastery.
At CRE Content Pro, we help commercial real estate brokers turn industry expertise into market authority. If you’re ready to position yourself as a tech-savvy thought leader and drive real results, let’s create content that elevates your brand and closes more deals.