Social media for luxury real estate agents: a guide to standing out in the premium market

The role of social media in the luxury real estate market

A high-end homebuyer is not driven by urgency, but by desire. They seek privacy, exclusivity, and status.
To connect with this buyer, your strategy must meet three key principles:

• Inspire rather than sell: more than property photos, show experiences, feelings, and lifestyle.

• Convey credibility: your profile and your content must speak of expertise, market knowledge, and discretion.

• Pay attention to detail: from image editing to the copy of each post, everything must align with a premium standard.

The goal is that, when a potential client visits your social media, they immediately feel they are dealing with a high-level professional who understands their world and expectations.

Optimized content for each social network

Content should not be the same across all platforms. Each social network has its own particularities and, in the premium sector, it is important to adapt to them to convey the right image.

Instagram: visual inspiration and storytelling

In luxury, image is everything. Post high-quality photos and videos that combine properties with lifestyle details: sophisticated interiors, exclusive locations, local gastronomy, or cultural events.

Use Reels to showcase property tours, with careful editing and music. Take advantage of Stories to share the “behind the scenes” of your work, creating closeness without losing professionalism.

Add your voice

If you want a property Reel to be more attractive and relatable, add your voice. It’s not technically complicated: just record the audio from your own phone, even with basic iPhone earphones, which provide more than enough quality.
Find a space without echo to improve the sound, and if you record directly on Instagram, the platform will automatically generate subtitles, making your content more accessible and professional.

Label AI-generated content

According to Meta guidelines and the EU AI Act, it is mandatory to indicate when a hyper-realistic video has been created or digitally modified using artificial intelligence.
When uploading this type of content to Instagram, add the “AI label” before publishing. If it’s already published, you can edit it: in Reels, tap the three dots in the upper right corner, select “Edit,” and activate the AI button on the side.
In photo posts, this option appears under your username, in the “Add location” or “Add AI label” section. This ensures transparency and compliance.

Facebook: community and relationships

Although it may not be the most aspirational network in the premium sector, Facebook remains a key channel to reach a more mature audience and nurture relationships. Share links to properties, sector news, and exclusive events you organize or sponsor. You can boost some posts to increase reach.

LinkedIn: leadership and networking

LinkedIn is perfect to connect with executives, investors, and corporate profiles. Share market analysis, opinion articles, and success stories. Strengthen your authority by commenting on other professionals’ posts and participating in industry debates. As with other social networks, audiovisual content should be high-quality and polished.

YouTube: high-production videos

Luxury clients value quality. A YouTube channel with well-produced videos of the most exclusive properties, expert interviews, or 4K virtual tours is an excellent way to stand out.
It’s important to grab attention within the first seconds of the video, with eye-catching hooks, questions, or bold statements. In addition, by optimizing content with keywords, you can rank in relevant searches in the high-end real estate sector.

TikTok: trends with a premium touch

Although it may seem less serious, TikTok is useful to showcase creativity and closeness, always keeping an elegant tone. The first seconds are even more important than on YouTube: in just three seconds, users decide whether to keep watching or scroll away.
Adapt trending formats and popular audios to your niche: quick property tours, investment tips, or curiosities about upscale neighborhoods.

Design and branding to convey exclusivity

Your brand image must be coherent and recognizable across all platforms.

• Use high-resolution photos and avoid excessive filters.

• Maintain a color palette and typography that convey elegance and consistency.

• Add subtitles to videos to improve accessibility and audience retention. Instagram has a feature to add them automatically.

• In Reels or short videos, combine wide shots with details (carved doors, panoramic views, natural light) to reinforce the concept of exclusivity.

How to optimize your profile to attract premium clients

A well-optimized profile is your first chance to impress, and it must be adapted to each social network to support your positioning.

Instagram

• Professional, high-quality profile picture.

• Short, clear bio highlighting your specialization in luxury properties and your area of expertise. Username should be short and authentic.

• Highlights with sections such as “Properties,” “Clients,” and “Events” to strengthen your credibility.

LinkedIn

• Professional photo and banner.

• Description focused on results and specialization. What makes you stand out as a luxury real estate agent?

• Client recommendations and key skill endorsements from industry colleagues.

TikTok

• Use a clear, high-resolution profile picture.

• Include your real name to make it easy to find you, and your profession so TikTok shows your content to users interested in real estate.

• Polish your video thumbnails to increase views; you can either select a frame from the video or upload a custom image with a title for context.

• Pin your most-viewed TikToks at the top of your profile to maximize reach.

• Avoid having a “ghost” account with no content, as it conveys an unprofessional image; it’s better not to open one unless you plan to post regularly.

Facebook

• Use professional images, such as your corporate headshot, to convey seriousness and trust on your Facebook page.

• Keep your contact details, business hours, and website link updated so clients can easily reach you.

Engagement and community management

In the luxury sector, speed and personalized attention make the difference.

• Reply to messages and comments within 24 hours.

• Use a friendly yet professional tone.

• If you receive a negative comment, avoid public arguments: respond politely and offer to continue the conversation privately.

Remember that every interaction is an opportunity to build trust.

Social media security: protecting your reputation and data

Working with high-profile clients requires maximum discretion and data protection.

• Enable two-factor authentication on all accounts.

• Change your passwords regularly and avoid sharing access with third parties.

• Do not post clients’ personal information or data that could compromise their privacy.

Social media as a bridge to success in luxury

In social media, as in the luxury real estate market, excellence lies in the details. Well-planned, consistent, and platform-adapted content can open the door to clients and properties that would otherwise be out of reach.

Engel & Völkers agents know this: that’s why their social media reflects professionalism, style, and trust, backed by the training and support of a leading global brand in the sector.

If you want to take your personal brand to the next level and become a reference in the premium market, join Engel & Völkers today. With our continuous training, exclusive tools, and international network of contacts, you will be ready to stand out in the digital world… and the real one.