Why I’ve Changed My Mind on Social Media

For years, I’ve been sceptical about the role of social media in selling real estate. 

Don’t get me wrong – I’ve always seen the value in building an agent’s personal brand, showcasing a property, or generating a bit of extra buzz. 

But in terms of actually moving the needle – finding genuine buyers or generating real, qualified leads – I thought it was marginal at best. A “one percenter,” rather than something that could meaningfully influence a campaign.

I still believe that 95% of buyers come through our own networks or the major portals like realestate.com.au and Domain. 

That’s where most serious house hunters are looking every day. 

But this year, something’s shifted and I can no longer deny that social media has its place in selling real estate. 

Since I started putting more energy into walkthrough videos and leaning into Instagram and other platforms, the traction has been undeniable. 

One recent off-market post has already had 230,000 views, 5,500 likes, and 1,400 shares in just seven days, generating six genuine buyer enquiries that resulted in four inspections. 

I’ve now had videos surpass one million views, and when you hit that kind of critical mass, the ripple effect is real.

What I’ve realised is that social media isn’t about replacing the core channels – it’s about adding an extra layer. 

It amplifies the story of a property, reaches audiences you wouldn’t otherwise touch, and sometimes it puts the right home in front of the right buyer at the right moment. And just as importantly, it builds trust and familiarity with sellers watching from the sidelines, who see how their property might be showcased.

So yes, the portals and the database will always be the backbone of real estate marketing. But for the first time, I’m prepared to admit that social media is more than just window dressing. It’s not just vanity metrics – it’s starting to generate real conversations, and occasionally, real results.

You can check out those walkthrough videos that went viral here (I’d love a follow!):

https://www.instagram.com/davidsciola/

Feature Property: 1/24 Hill Street, Toorak