How to use social media to find properties as a Real Estate advisor

Build your professional identity

Define your unique selling point

In a highly competitive market, specialization is what sets you apart. Are you the go-to expert in neoclassical residences in central Athens, Cycladic homes,
or investment properties along the Athenian Riviera? Clearly define your target market and the types of properties in which you excel. This focus will guide your content, attract the precise audience you want, and establish you as a trusted authority in your field. Your expertise is the foundation of the trust you build with potential clients.

Build a consistent visual identity

Recognition grows through consistency. Invest in professional photography and commit to a color palette and typography aligned with the company’s brand identity. Tools such as Canva can help you create templates for your posts, ensuring a polished and professional look across all platforms.

Remember, in the luxury real estate market, first impressions are critical and high-quality visuals are non-negotiable.

Building credibility through knowledge

Your communication should convey confidence and expertise. Avoid using an overly aggressive tone and instead embrace the role of a trusted advisor. Share valuable insights, market analyses, and practical advice that address your clients’ needs. The goal is to build trust-based relationships by offering value long before any transaction begins. Your authority remains your strongest asset.

Storytelling in the luxury market

Your content is the heart of your digital strategy. It is not enough to simply post listings and announcements. You must tell stories that capture attention and showcase not only the property but also the lifestyle it represents.

A balanced content plan rests on four key pillars:

Promotional Content: Present your properties in the best possible way. Use aesthetically pleasing images, high-resolution videos, and professional photo albums. In your descriptions, highlight the unique features and the atmosphere of the property, creating an emotional connection with the potential buyer. Ensure your promotional content is always accurate and not exaggerated.

Educational Content: This type of content builds your authority and establishes trust. Create content that addresses the specialized needs of your audience rather than generic advices. Offer analyses such as “Property Tax Guide for International Investors,” “Golden Visa Program Update 2025,” or “Architectural Trends in Paros Villas.” Delivering this level of expertise positions you as a market leader.

Community-Focused Content: Highlight your in-depth knowledge of the neighborhoods you represent. Feature local businesses, excellent restaurants, cultural events, and hidden gems. This shows that you are not only selling houses but also promoting a lifestyle, reinforcing your role as a valuable local guide.

Brand-Building Content: Share your successes in a professional and relatable way. “Just Sold” posts are not just celebrations or bragging rights but powerful proof of the results you deliver. Publish client testimonials (always with their permission) and share glimpses of your professional daily life that make you relatable, while maintaining professionalism.

Adopt active strategies

Once you have established your presence, you can move on to more targeted actions for sourcing properties.

Leverage Facebook Groups

Local Facebook groups are a treasure trove of information and opportunities.

• Join Local Groups: Become a member of groups related to the neighborhood or city where you operate. These might include resident groups, cultural associations, or broader community networks.

• Avoid directly advertising your services. Instead, engage in discussions, answer real estate-related questions, and offer your expertise for free. When someone asks, for example, “What is the best time to sell my home?”, a well-documented answer will establish you as the expert and help you gain recognition.

• Monitor discussions for keywords that suggest potential selling intent. Phrases like “we’re thinking of moving,” “looking for a bigger house,” “our home is starting to feel small,” or “do you know someone reliable for renovations before selling?” signal opportunities. In such cases, you can discreetly approach the person with a private message offering your help. Backed by the credibility of a renowned brand, your approach will be even more effective.

Network through LinkedIn

LinkedIn is ideal for networking with professionals who may know about upcoming property sales.

• Connect with professionals: Build a network with lawyers, notaries, accountants, architects, and property managers in your area. These professionals are often the first to learn about decisions leading to property sales (e.g., divorce, inheritance, corporate relocations).

• Share specialized content: Publish articles and analyses targeted at a more professional audience, reinforce your image as an experienced and trustworthy advisor.

Create your own community

Consider creating your own Facebook group focused on the real estate market in your area. This allows you to set the rules, establish yourself as the primary source of information, and organically attract people interested in buying or selling.

Don’t forget TikTok

TikTok is no longer just an entertainment platform. It has become a powerful marketing tool that real estate advisors can strategically leverage to achieve one of their most difficult goals: finding property owners who are ready to sell.

To attract sellers, your TikTok strategy should go beyond simply promoting the listings you already have. Instead, aim to position yourself as the most trusted and knowledgeable real estate advisor that property owners think of first when they decide to sell.

Here’s what you should do:

• Create an attractive and professional profile.

• Focus your content on the concerns of property owners considering selling, rather than solely on what buyers want to see.

• Use both general and local hashtags, incorporate trending sounds, and post consistent content.

The final measure of success

True success is measured in new listings. This is achieved by turning digital interactions into real professional relationships. Three actions summarize a successful strategy: respond, engage, and connect. Reply promptly and professionally to all comments and direct messages. Active participation demonstrates you are approachable and dedicated.

Bonus tip: Rarely will you secure a new listing from a direct question. Property owners will approach you because they already recognize you as the leading expert in their area. By consistently creating valuable content, engaging actively with your local digital community, and showcasing your successes, you generate a powerful pull that attracts listings to you.

Treat your profiles as valuable assets which, when cultivated strategically, deliver significant benefits in both reputation and business results.

Why you should choose Engel & Völkers

Choosing a strong global brand such as Engel & Völkers gives your career an undeniable boost. By joining our team, you immediately benefit from the industry’s most comprehensive training, the latest marketing and software tools, and access to the worldwide Engel & Völkers network. If you want to enjoy all the advantages of being part of a leading international brand, contact us today.