Which Social Media Platforms Should Buyers Agents Use?.

A social media account is not a complete marketing system.

Your website, professional profile, email database, client reviews and referral relationships remain important.

Use social media to:

• Introduce useful ideas

• Demonstrate professional judgement

• Show the person behind the service

• Direct people towards detailed website content

• Promote guides and resources

• Share relevant case studies

• Support professional relationships

• Remain visible while buyers prepare

Important articles, guides and case studies should usually sit on your own website. Social media can then help people discover them.

This reduces the risk of building the complete business around a platform you do not control.

Do not choose Instagram because other buyers agents use it or TikTok because it appears to be growing.

Define the intended client first.

First-home buyers

They may respond to:

• Short educational videos

• Carousels

• Buying checklists

• Clear explanations

• Property inspection advice

• Auction preparation

Possible platforms include Instagram, TikTok and YouTube.

Family-home buyers

They may value:

• Suburb comparisons

• Local property content

• Inspection guidance

• Family-home case studies

• Relocation information

• Market updates

Possible platforms include Instagram, Facebook and YouTube.

Property investors

They may look for:

• Research methods

• Property assessment

• Location information

• Case studies

• Professional commentary

• Referral recommendations

Possible platforms include LinkedIn, YouTube, Facebook and Instagram.

Time-poor professionals

They may respond to:

• Concise professional insight

• Detailed articles

• Case studies

• Referral introductions

• Short videos

• Market commentary

Possible platforms include LinkedIn, Instagram and YouTube.

Commercial buyers

They may be more likely to value professional profiles, detailed analysis and business relationships than lifestyle content.

LinkedIn and YouTube may be more suitable starting points.

The same person may use several platforms. The task is to choose where your professional content has the best chance of being noticed and trusted.

Instagram remains one of the strongest general platforms for buyers agents.

Meta’s advertising tools indicated an Australian audience of approximately 15.2 million in late 2025. DataReportal’s Digital 2026 Australia report also noted that Instagram’s potential Australian advertising audience grew during 2025.

Advertising reach should not be treated as a measure of regular active use, but the figures still provide a useful indication of the platform’s scale.

Instagram may suit:

• Home buyer specialists

• First-home buyer advocates

• Family-home buyers

• Prestige buyers

• Relocation clients

• Buyers interested in particular locations

• Buyers agents comfortable with visual content

Useful Instagram content includes:

• Educational carousels

• Short videos

• Property assessment observations

• Suburb comparisons

• Recently purchased case studies

• Inspection advice

• Buyer questions

• Behind-the-scenes professional work

• Short market updates

• Introductions to team members

Instagram works particularly well when the buyers agent is visible. Prospective clients can hear how you explain a decision and gain a sense of the person behind the service.

Do not make the account one long collection of recently purchased properties.

Balance property images with useful explanations of:

• Why a property suited the brief

• Which concerns were assessed

• Why another property was rejected

• How the location influenced the decision

• What buyers should learn from the situation

Main limitation

Instagram requires a steady supply of visual material. Detailed subjects may also be oversimplified when reduced to short captions or videos.

Use posts to introduce the idea, then direct readers to a complete website article or guide.

Facebook remains relevant to a wide Australian adult audience.

Meta’s advertising tools indicated approximately 17.7 million Australian Facebook users in late 2025.

DataReportal estimated that Facebook’s potential advertising reach was equivalent to 82.8 per cent of Australian adults. ACMA research published in 2024 also found that Facebook remained the most widely used social platform among Australian adults.

These figures should be treated as an indication of audience size rather than proof of how often every person uses the platform.

Facebook may suit:

• Local home buyers

• Family buyers

• Downsizers

• Investors

• Regional buyers

• Community-focused buyers agencies

• Businesses with an established local database

Useful Facebook content includes:

• Detailed educational posts

• Local market updates

• Suburb guides

• Community information

• Buyer webinars

• Client case studies

• Videos

• Links to website articles

• Events

• Downloadable guides

Facebook Groups may provide access to local or buyer communities, but participation requires care.

Do not enter a community group and begin promoting the business. Follow the rules, answer questions where you can genuinely help and avoid presenting general information as personal advice.

Main limitation

A business page may have followers but still produce limited meaningful interaction. Publishing more frequently will not solve weak positioning or unhelpful content.

Use Facebook as part of a broader system that includes the website, email, reviews and local relationships.

LinkedIn can be particularly valuable for buyers agents whose clients and referral partners are professionals.

LinkedIn’s advertising resources reported 18 million registered Australian members in late 2025.

This figure is based on registered members rather than active users and cannot be directly compared with most other platform audience figures.

LinkedIn may suit:

• Time-poor professional buyers

• Property investors

• Commercial buyers

• Business owners

• Executives

• Buyers agents seeking referral partners

• Founder-led businesses

• Buyers agents building a professional reputation

It is also useful for relationships with:

• Mortgage brokers

• Accountants

• Financial advisers

• Conveyancers

• Solicitors

• Relocation professionals

• Property managers

• Other industry professionals

Useful LinkedIn content includes:

• Professional observations

• Buyer education

• Detailed case studies

• Market commentary

• Referral partner resources

• Articles

• Document carousels

• Short videos

• Lessons from recent searches

• Explanations of the buying process

LinkedIn supports text, images, videos, documents and articles.

For many buyers agents, the individual professional profile will be at least as important as the company page. Buyers and referral partners often want to understand the person providing the advice.

Main limitation

LinkedIn content can become overly formal, repetitive or self-congratulatory.

Avoid filling the profile with awards, purchase announcements and broad statements about success. Publish information that a buyer or professional partner can actually use.

YouTube is suitable for buyers agents prepared to build a long-term video library.

Google’s advertising resources indicated an Australian YouTube audience of approximately 21 million in late 2025. This was equal to about 80 per cent of the country’s internet user base.

These are advertising reach figures rather than confirmed active-user totals, but they demonstrate the platform’s broad reach.

YouTube may suit:

• Buyers agents who explain subjects well on camera

• Interstate and relocation specialists

• Local market specialists

• First-home buyer educators

• Investment buyers agents

• Commercial property specialists

• Businesses creating detailed educational resources

Useful YouTube content includes:

• Detailed suburb guides

• Buying process explanations

• Property inspection advice

• Auction preparation

• Market updates

• Interviews with qualified professionals

• Buyer question videos

• Case studies

• Recorded webinars

• Short educational videos

YouTube can support both longer videos and shorter content.

A detailed video about buying interstate may continue to be found long after it is published. This gives YouTube a different role from a social post that disappears quickly from view.

Main limitation

Video requires planning, clear delivery, editing and suitable titles and descriptions.

Do not begin with an unrealistic weekly production schedule. One useful video each month may be better than frequent videos with little substance.

Accuracy also matters. Review older videos when laws, government programs, market information or service details change.

TikTok can help buyers agents reach adults who regularly consume short educational video.

TikTok’s advertising resources indicated 10.9 million Australian users aged 18 and over in late 2025. According to DataReportal, its potential adult advertising reach increased during 2025.

TikTok may suit:

• First-home buyer specialists

• Younger home buyers

• Buyers agents comfortable with concise video

• Personal brands

• Businesses able to publish regularly

• Buyers agents with a clear educational style

Useful TikTok content includes:

• One-question explanations

• Property inspection observations

• Buying mistakes

• Auction advice

• Short location insights

• Myths about off-market property

• Price comparison lessons

• Quick buyer checklists

TikTok does not require the buyers agent to use trends, humour or entertainment that does not suit the brand.

Clear and direct education can work well when it feels natural to the person presenting it.

Main limitation

Complicated property matters can lose important context in a very short video.

Use TikTok to introduce one useful point, not to provide complete legal, finance, building or investment advice.

Direct viewers to a fuller article or guide when the topic requires explanation.

Pinterest can support particular buyers agent models, but it will not be a priority for most.

DataReportal reported an Australian potential advertising audience of approximately 5.68 million in late 2025.

Pinterest may suit:

• Relocation content

• Suburb and lifestyle guides

• Home buyer checklists

• Property-style content

• Renovation and preparation resources

• Long-lasting visual guides

Pinterest content can continue directing users to website resources over time.

Main limitation

The platform may produce browsing and website visits without many direct client conversations.

It should usually be considered a supporting distribution channel rather than the central buyers agent platform.

Property, finance and local communities on Reddit can contain detailed buyer discussions.

However, buyers agents should approach the platform carefully.

Reddit communities often have strict rules about promotion, links and professional participation.

DataReportal reported unusually large changes in Reddit’s Australian advertising reach estimates during 2025 and cautioned against treating these platform-provided figures as simple measures of active users.

Reddit may suit:

• Researching genuine buyer questions

• Understanding common concerns

• Carefully answering questions where community rules permit

• Paid campaigns directed towards suitable discussions

• Monitoring local and property topics

Main limitation

Reddit users may respond poorly to obvious self-promotion or undisclosed commercial participation.

Do not pretend to be an ordinary buyer while promoting your service. Be transparent about your role and respect each community’s rules.

For most buyers agents, Reddit should not be the first platform selected.

X and Threads may be useful for commentary, industry conversations, media relationships and brief market observations.

They may suit buyers agents who:

• Comment regularly on current property matters

• Have media relationships

• Participate in professional discussions

• Can communicate clearly in short form

• Already have an established audience

They are less likely to be the best starting point for a buyers agent with limited marketing time and no existing presence.

Do not create an account simply to reproduce posts from another platform.

The right combination depends on the business.

Local home buyer specialist

Consider:

• Instagram as the main platform

• Facebook for local reach and longer posts

• YouTube for detailed suburb and buying guides

First-home buyer specialist

Consider:

• Instagram for carousels and short videos

• TikTok for concise education

• YouTube for detailed buying guidance

Interstate investor specialist

Consider:

• LinkedIn for professional visibility and referrals

• YouTube for market and process education

• Facebook or Instagram for supporting content

Prestige home buyers agent

Consider:

• Instagram for visual property and location content

• LinkedIn for professional reputation

• YouTube for detailed market and service education

Commercial buyers agent

Consider:

• LinkedIn as the main professional platform

• YouTube for detailed explanations and case studies

• Email for ongoing relationship development

Relocation buyers agent

Consider:

• YouTube for detailed location guides

• Instagram for visual suburb content

• Facebook for local and family information

These are starting points, not fixed rules.

Review where actual clients and referral partners are coming from.

A small buyers agency should usually begin with:

• One primary social platform

• One supporting platform

• A well-maintained website

• A simple email program

The primary platform receives the greatest attention.

The supporting platform receives adapted content but does not require a completely separate program.

For example:

• Write a detailed website article.

• Turn the main points into an Instagram carousel.

• Adapt one section for LinkedIn.

• Include the article in an email.

• Record a short video when the subject benefits from explanation.

This is more manageable than producing unrelated daily content for five platforms.

Buyers advocacy is highly personal. Prospective clients usually want to know who will represent them.

Personal profiles are useful for:

• Professional observations

• Personal experience

• Videos

• Referral relationships

• LinkedIn content

• Founder authority

• Direct conversations

Business profiles are useful for:

• Service information

• Team content

• Case studies

• Company reviews

• Advertising

• Shared content ownership

• Future business growth

For many buyers agencies, a hybrid approach works best.

The business account holds the central brand, while individual buyers agents remain visible and contribute content in their own names.

Do not create the impression that every client will work with the founder if the service will be delivered by another team member.

Do not publish the same item with identical wording everywhere.

A detailed article about comparing suburbs might become:

Instagram

A six-slide comparison carousel.

Facebook

A longer introduction with a direction to the complete guide on the website.

LinkedIn

A professional observation about why broad suburb statistics can mislead buyers.

YouTube

A detailed suburb comparison video.

TikTok

One short point about differences between local pockets.

Email

A practical summary with directions to the complete guide.

The subject remains consistent. The presentation changes.

A simple weekly routine might include:

• One substantial educational topic

• Two posts on the primary platform

• One adapted post on the supporting platform

• One short video every one or two weeks

• Time to respond to genuine comments and messages

• One direction towards a detailed website resource

A monthly routine might also include:

• One detailed article

• One case study

• One market or location update

• One email newsletter

Do not increase the schedule until the current routine is working.

Consistency matters, but usefulness matters more.

Check that social content includes:

• Captions on videos

• Readable text

• Clear colour contrast

• Simple language

• Accurate claims

• Suitable image permissions

• Client privacy

• Current information

• Professional advice boundaries

Do not publish private property or client information without permission.

Be careful when filming at inspections and auctions. Obtain any required consent and respect property access conditions.

Follower numbers do not show whether a platform is producing suitable opportunities.

Track:

• Profile visits

• Website visits

• Article views

• Guide downloads

• Saves and shares

• Direct questions

• Email subscribers

• Referral partner conversations

• Discovery calls

• Suitable enquiries

• Clients influenced by the platform

• Time required to maintain it

Ask new prospects:

Where did you first find us, and what did you look at before making contact?

A buyer may see an Instagram post, read an article, check LinkedIn and then enquire through Google. The final enquiry source does not always show the complete journey.

A platform may not deserve continuing effort when:

• The intended clients do not use it.

• The content does not suit the format.

• The team cannot maintain the standard.

• It produces attention but no useful conversations.

• It takes time away from stronger marketing.

• The account has no clear purpose.

• Results do not improve after a reasonable test.

Do not abandon a platform after three posts.

Give it a defined trial period, publish consistently and review meaningful results. If it still does not support the business goal, reduce the commitment or close the account professionally.

Before choosing a platform, confirm that:

• The intended client is clearly defined.

• There is evidence the audience uses the platform.

• The format suits the buyers agent.

• The business can maintain the required standard.

• The platform supports the wider content strategy.

• Important content will also live on the website.

• Personal and business profile roles are clear.

• There is a suitable path from content to enquiry.

• Results can be measured.

• The time commitment is realistic.

• The platform will be reviewed after a defined period.

Buyers agents do not need to be everywhere.

Most will achieve more by becoming consistently useful on one or two well-chosen platforms than by maintaining a weak presence across many.

Choose the platform that fits the client, the message and the people creating the content. Then use it to demonstrate how you think, answer real buyer questions and lead interested people towards information and services they can trust.