NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.
Social Media Use for Real Estate Professionals
Back to Basics: Social Media Marketing for Your Brokerage (NAR REALTOR® News, Oct. 29, 2024)
“Your relevance on social media as a brokerage, depends on a plan that’s more robust than simply posting new listings and sold listings or an online welcome for new agents, says social media expert Jenn Herman of Jenn’s Trends in San Diego, Calif. This kind of content, while good at showcasing that your brokerage is full of agents who can get the job done, doesn’t necessarily provide your audience with any value. Instead, focus on creating content that provides useful information to your clients that they can use at any time. Tips for décor, seasonal needs and property maintenance go a long way. You can also focus on local referrals for landscapers, plumbers, cleaners and other home-related needs. Posting useful content on a consistent basis is the first step, but it isn’t enough. Social media is a space for cultivating a community, which means engaging.”
REALTOR® Technology Report (National Association of REALTORS®, 2026)
“In June 2026, NAR surveyed its members about their opinions on and experience with technology in the industry.”
The Complete Guide to Marketing Real Estate on Social Media (Hootsuite, Oct. 30, 2025)
“Social media for real estate is an essential tool for promoting listings, generating leads, and building a long-lasting brand. It also helps agents establish relationships with potential clients, nurture existing ones, and cultivate a network of industry professionals. Still, when it comes to marketing real estate on social media, there are certain strategies and tactics that can maximize the reach of your message. This guide will outline the best practices for using social media as a real estate agent, brokerage, or firm.”
The Playbook: Turbocharging Your Social Media for More Clients and Listings (RISMedia, Nov. 28, 2022)
“You can create compelling and informative soundbites to reach your audience in a timely manner, which is a great way to get noticed. You can interact with your audience multiple times a day in numerous ways. You can show your clients and potential clients the network you have and the thousands of successful transactions you’ve secured. You can position yourself as an expert by explaining specific codes or rules within your area that buyers or sellers may not know. People love to be informed, so be that expert source for them.”
Social Media Trends Shaping the Future of Real Estate Marketing (realtor.com®, Jul. 21, 2025)
“Social media isn’t just evolving, it’s setting the pace for how real estate agents market themselves, connect with clients, and stay visible. What used to be a bonus tool for showcasing listings has become a central hub for discovery, decision making, and relationship-building. And as social media platforms shift, algorithms change, and consumer behavior adapts, so must your marketing strategy. The question is no longer if you should be active on social media; it’s how you show up in ways that align with where the industry is heading. In this article, we’re breaking down the key social media trends shaping the future of real estate marketing so you can stay ahead of the curve, stand out in your market, and continue to grow your business in a competitive landscape.”
Using Privacy & Security Settings
Read the privacy policies of Facebook, Foursquare, Google+, Instagram, LinkedIn, X (formerly Twitter), TikTok
Simple Online Security for Social Media Accounts (Wirecutter, Apr. 22, 2022)
“In the case of most social networks, “private” means keeping your account private from other people, not from the company itself, which may sometimes change how it wants to use the data it collects from your activities. As always, make sure that each of these accounts has a unique password and two-factor authentication enabled.”
Trademarks Use on Social Media (National Association of REALTORS®)
“These resources can help members and associations address complaints about the misuse of the REALTOR® marks on the Internet, specifically for usernames on social media sites such as Twitter and Facebook.”
Manage Your Privacy Settings (National Cybersecurity Alliance, Dec. 18, 2025)
“Want to view or change your privacy or security settings, but don't know where to find them? Use these direct links to check your online settings on popular devices and services or read about your platforms’ privacy policies.”
Facebook for Real Estate Professionals
So many "getting started" guides were written so long ago that most of their info is not relevant anymore. For the basics, visit the help section of Facebook itself.
Facebook for Realtors: How to Set Up Your Page to Get More Leads (The Close, Dec. 19, 2024)
“When you compare it with TikTok and Instagram reels, a real estate Facebook page may feel like a thing from the past. However, Facebook for Realtors is still incredibly important because the platform attracts an audience more likely to buy and sell real estate. Your Facebook page will display your brand more clearly than other platforms, with opportunities to link to your website, display a call to action, and show your headshot, logo, and other marketing materials.”
The Ultimate Guide to Facebook Lead Ads for REALTORS® (REALTORS® Property Resource)
“On the surface Facebook Lead Ads look like every other ad, but when the ad is selected, a form is opened within Facebook that can auto-populate the consumer’s contact information directly into your form. Which means they do less leg work to complete the form, and don’t have to leave Facebook. If we were to compare this ad type with historical lead collection, you’d see it’s really not all that different. Think about what many real estate agents have been doing on their website for years by creating a specific landing page with a special offer. For example, a “What’s my home worth?” bar. And of course, there is a form the consumer can use to submit their request for more information. All that can be done now inside Facebook using Lead Ads.”
Instagram for Real Estate Professionals
28 Instagram Posts that Attract Clients (The Close, Sep. 10, 2026)
“Social media is the go-to method for marketing your real estate business online, and Instagram is proving to be one of the best social media networks for realtors. However, consistently creating good-quality real estate Instagram posts can be challenging. To help you get more ideas, here are 28 unique Instagram real estate post examples and templates.”
Instagram Story Analytics: How to Measure the Metrics that Matter (HootSuite, Jul. 18, 2024)
“Stories disappear after 24 hours. But with a solid understanding of Instagram Story analytics, you can ensure they have lasting impact. With top of the feed placement, links, and interactive stickers, Instagram Stories are a prime channel for brands to drive awareness, traffic, sales, and engagement. Learn how to measure Instagram Stories analytics and which metrics to track so you can optimize Stories to achieve your goals.”
The Ultimate Guide to Instagram Privacy (Comparitech, May 8, 2026)
“Thinking about signing up with Instagram, but worried about your privacy? Have you ever wondered about how much information you’re giving away when you post, or asked if there are better ways to control who can see your information? We all want to enjoy our social networks to connect with family, friends, and followers, but sometimes we have stories we don’t want the entire world to see. Knowing what your privacy options are before signing up can help you feel more comfortable when using the app and enable you to share moments with confidence.”
Pinterest for Real Estate Professionals
12 Pinterest Real Estate Marketing Ideas to Boost Your Business (The Close, Jun. 25, 2025)
“One of the biggest myths about Pinterest is that it’s just recipes and craft projects, a social media platform for DIYers. It is far from that—Pinterest is a search engine. Pinterest’s own research shows that nearly 90% of pinners use Pinterest at some point to help with their buying decisions. Pinterest can help realtors establish an authoritative voice in the field and a reputation for knowledge and resources, all things that a homebuyer or seller would consider extremely important.”
Pinterest Marketing: How to Use Pinterest for Business (Fit Small Business, Feb. 24, 2026)
“According to the National Association of Realtors (NAR), Pinterest is used only by 8% of realtors. However, it can be a valuable tool for building an agent’s brand, promoting evergreen content, and generating traffic to a website and social media pages. Plus, with such a small percentage of agents staying active on the platform, the opportunity to generate traffic is even better. Learning how to use Pinterest for real estate is a relatively simple process, but it’s important to have the right tips and tools to be successful.”
What Makes Pinterest a Powerful Platform for Real Estate Marketing (RIS Media, Oct. 20, 2021)
“With over 450 million active users worldwide, Pinterest is an ideal social platform for real estate professionals. In fact, Pinterest welcomed over 100 million new users to the platform in 2020—a 37% rise from 2019. Pinterest is a very visual social media platform where you can pin images, videos, inspiration and information on boards, directly to your audience. It is also the leading platform for directing traffic to your website.”
Snapchat for Real Estate Professionals
Snapchat Marketing for Real Estate Agents (Medium, Sep. 24, 2021)
“Snapchat is a messaging application where you can share your snaps with your friends. It is very popular for the plethora of filters it offers, Snapchat stories, and geotagging. A common perception prevails that teenagers only use Snapchat. The perception that teenagers abundantly use Snapchat is true as every 6 out of 10 internet users between age 13 to 24 use Snapchat in the US alone. However, Snapchat is becoming popular among adults alike. Therefore, realtors cannot ignore this growing platform of 265 million daily active users globally.”
Snapchat in Real Estate (Missouri REALTORS®, Jan. 31, 2020)
“Most REALTORS® can agree on the importance of Facebook. It’s hugely beneficial to those of us working in the industry. Instagram, Twitter and LinkedIn are also overwhelmingly popular but Snapchat has remained a controversial topic in both the social media and real estate space. Conversations about the platform often dance around the same question - should you be using Snapchat? At first glance, Snapchat may not seem like a natural fit for REALTORS®, however, there are more than 300 million users, 90% of which are between 13 and 24 years old. This isn’t a demographic that is typically buying property, but it does show that Snapchat is a good way to connect with younger people who aren’t using Facebook. It’s also much more casual than other social platforms with posts disappearing after 24 hours. So, at first glance you may think it is difficult to use professionally, however, the causal attitude is what makes it a valuable tool for REALTORS. Here’s how you can use Snapchat for your business.”
Snapchat—Learning the Basics (Snapchat)
Learn and discover all the ways you can use Snapchat—from creating an account to sending and spotlighting snaps.
TikTok for Real Estate Professionals
The Complete Guide to TikTok Analytics: How to Measure Your Success (HootSuite, Mar. 9, 2026)
“How do you evaluate success on TikTok? There are many metrics to look at: follower count, likes, comments, shares. But TikTok analytics go deeper: they allow you to measure weekly and monthly growth, total video play time, information about who is watching, and more…Track the right metrics, and you’ll be able to hone in on the tactics that really work…read to learn which TikTok metrics you should be tracking, where to find them, and how you can use them to your advantage.”
Real-Estate Agents Turn to TikTok and Instagram Reels to Market Properties – and Themselves (The Wall Street Journal, Oct. 19, 2022)
“Property tours have become common on TikTok, Snapchat, YouTube and Instagram, as short-form video exploded in popularity. They received an extra boost when the pandemic made showing apartments and houses in person more difficult, real-estate agents say. Now, new video apps dedicated to real estate are emerging, giving agents another place to promote their properties—and their personal brands.”
Tik Tok for Real Estate Professionals: A Guide to the Basics (realtor.com®, May 18, 2022)
“TikTok is a fun, fast-paced social media app full of dance videos and comedy sketches. But did you know you can use TikTok for lead generation in real estate? If you’ve never been on the social media app, you might not be certain what, exactly, it is or how to use it. This article will give you a starting point for understanding and creating real estate content for TikTok.”
Leveraging TikTok to Build Your Brand (NAR REALTOR® News, May 5, 2022)
“With its broad reach and high activity level, TikTok can be an invaluable marketing tool for real estate professionals, said Heather Haase, an agent with HER, REALTORS®, in Dayton, Ohio, during Tuesday’s session, “Let’s Talk About TikTok: A Hands-on Workshop,” at the REALTORS® Legislative Meetings in Washington, D.C. Haase, who goes by the handle @daytonrealestatedarling(link is external) on TikTok, is an expert on the app that allows users to post and share videos up to 10 minutes in length and add music, backgrounds, and a variety of image-altering filters.”
TikTok for Business (TikTok)
Use this resource guide from TikTok to manage ads, start your first campaign, and read about issues for both small and large businesses on the TikTok for Business Blog.
Why Real Estate Pros May Not Want to Overlook TikTok (NAR REALTOR® News, Jul. 6, 2026)
“Short-form video continues to reshape how consumers discover information online, including when it comes to real estate. And TikTok has quickly become a major hub for attention—and no, that doesn’t mean you need to dance or lip-sync to get noticed. Yet many real estate professionals are overlooking TikTok as part of their marketing strategy. Consider, only about 16% of REALTORS®, members of the National Association of REALTORS®, say they use TikTok professionally for their business, according to the 2026 Member Profile. But about 40% of U.S. adults use TikTok—and usage rises to about six in 10 among adults under the age of 30, according to Pew Research Center data.”
X (formerly Twitter) for Real Estate Professionals
How to Grow a Real Estate Business with Twitter (Breakcold, Jun. 28, 2026)
“Twitter has become a powerful tool for businesses, including those in the real estate industry. If you're looking to expand your reach and grow your real estate business, understanding Twitter's role is essential. In this article, we will explore the impact of Twitter on business growth, how to set up a professional Twitter profile, strategies for building your audience, creating engaging content, and using Twitter for networking and building relationships.”
Twitter for Real Estate Agents: 11 Ways to Use Twitter to Grow Your Real Estate Business (Agent Wealth Hustle, Mar. 1, 2022)
“Twitter can be a powerful tool for real estate agents looking to grow their businesses. It’s a great way to voice opinions, network, and build relationships. In fact, there are over 290 million active users using the social media platform every month around the world. That’s a lot of potential connections! But how can you use this tool to your advantage?”
Google Analytics
Small Business Guide to Using Google Analytics (business.com, Apr. 10, 2024)
“Google Analytics 4 (GA4) is GA’s newest iteration. The previous version, Universal Analytics (UA), has been sunsetted and no longer collects and analyzes data. GA4 differs significantly from UA. For example, UA let you track various interaction types, including page views, events and transactions. You could also add “custom dimensions” to measure the specific criteria most important to your business.”
Google Data Analytics Professional Certificate (Coursera)
“From user-generated AI to adaptive web experiences, the rapid pace of technological advancements is continuously evolving in the competitive world of digital real estate marketing. Now, big changes are imminent with Google’s latest edition of its analytics platform, known as Google Analytics 4 (GA4). Effective July 1, 2023, GA4 will fully replace the Universal Google Analytics (UA) system currently employed. This change requires updates to your website coding, or you could be left in the dark. GA4’s cutting-edge website tracking tools will provide unparalleled insights into consumer website user behavior. Let’s delve deeper into its features and functionalities.”
Google Analytics Home (Google)
This page by Google provides information on why and how companies and individuals are using Google Analytics, case studies, free vs. premium, how to, and more.
Google Analytics for Beginners (Google)
“Google Analytics for Beginners shows new users how to create an account, implement tracking code, and set up data filters. You'll learn how to navigate the Google Analytics interface and reports, and set up dashboards and shortcuts. The course will also demonstrate how to analyze basic Audience, Acquisition, and Behavior reports, and set up goals and campaign tracking.”
How to Make the Most of Your Real Estate Website Data with Google Analytics (Realty Biz News, Jul. 25, 2022)
“Google Analytics allows you to measure the number of visitors to your real estate website, as well as the effectiveness of your marketing efforts. For instance, if you want to know how many visitors partner sites like Trulia or Zillow are sending your way, Google Analytics can show you.
The importance of real estate analytics, real estate SEO, and digital marketing has been proven again and again, which is just one of the reasons for this gap between those who know about analytics and those who use it effectively.”
Google Analytics for Real Estate Agents: Things You Need to Know (Realty NA, Jan. 14, 2021)
Google Analytics can help real estate agents by tracking and analyzing the following when it comes to your real estate website: audience, acquisition, behavior, site content, site speed, and site search.
Using Google Analytics with Squarespace (Squarespace, Sep. 28, 2026)
This article details how to use Google Analytics with Squarespace and highlights the differences between Google Analytics and Squarespace analytics.
How to use Google Analytics with MailChimp (MailChimp)
“A platform that measures and reports on website traffic. It provides information about how people use your website, which includes the most popular content, the time spent on each page, and what devices are used to browse. Google Analytics can be connected to Google Ads to learn which campaigns are driving the most traffic and converting casual visitors into customers. Additionally, the platform offers rich insights about your audience, such as terms they use to search and location data.”
Google Analytics for WordPress (WordPress)
“At MonsterInsights, we make it “effortless” to properly connect your WordPress site with Google Analytics, so you can start making data-driven decisions to grow your business.”
Small Business Guide to Using Google Analytics (business.com, Apr. 10, 2024)
“Google Analytics 4 (GA4) is GA’s newest iteration. The previous version, Universal Analytics (UA), has been sunsetted and no longer collects and analyzes data. GA4 differs significantly from UA. For example, UA let you track various interaction types, including page views, events and transactions. You could also add “custom dimensions” to measure the specific criteria most important to your business.”
Google Data Analytics Professional Certificate (Coursera)
“From user-generated AI to adaptive web experiences, the rapid pace of technological advancements is continuously evolving in the competitive world of digital real estate marketing. Now, big changes are imminent with Google’s latest edition of its analytics platform, known as Google Analytics 4 (GA4). Effective July 1, 2023, GA4 will fully replace the Universal Google Analytics (UA) system currently employed. This change requires updates to your website coding, or you could be left in the dark. GA4’s cutting-edge website tracking tools will provide unparalleled insights into consumer website user behavior. Let’s delve deeper into its features and functionalities.”
Google Analytics Home (Google)
This page by Google provides information on why and how companies and individuals are using Google Analytics, case studies, free vs. premium, how to, and more.
Google Analytics for Beginners (Google)
“Google Analytics for Beginners shows new users how to create an account, implement tracking code, and set up data filters. You'll learn how to navigate the Google Analytics interface and reports, and set up dashboards and shortcuts. The course will also demonstrate how to analyze basic Audience, Acquisition, and Behavior reports, and set up goals and campaign tracking.”
A Digital Real Estate Marketing Guide to the Google Analytics Update (Cotton & Company, Jun. 1, 2023)
“From user-generated AI to adaptive web experiences, the rapid pace of technological advancements is continuously evolving in the competitive world of digital real estate marketing. Now, big changes are imminent with Google’s latest edition of its analytics platform, known as Google Analytics 4 (GA4). Effective July 1, 2023, GA4 will fully replace the Universal Google Analytics (UA) system currently employed. This change requires updates to your website coding, or you could be left in the dark. GA4’s cutting-edge website tracking tools will provide unparalleled insights into consumer website user behavior. Let’s delve deeper into its features and functionalities.”
How to Make the Most of Your Real Estate Website Data with Google Analytics (Realty Biz News, Jul. 25, 2022)
“Google Analytics allows you to measure the number of visitors to your real estate website, as well as the effectiveness of your marketing efforts. For instance, if you want to know how many visitors partner sites like Trulia or Zillow are sending your way, Google Analytics can show you.
The importance of real estate analytics, real estate SEO, and digital marketing has been proven again and again, which is just one of the reasons for this gap between those who know about analytics and those who use it effectively.”
Other Analytic Tools
Best Data Analytics Tools & Software (Forbes, Mar. 26, 2024)
“Data analytics can help small businesses in a number of ways. By understanding data analytics, businesses can make better decisions about where to allocate their resources and how to price their products or services. Additionally, data analytics can help businesses identify trends and understand their customer base.”
o 15 Google Analytics Alternatives for 2026] (leadfeeder, Sep. 11, 2026)
“Are you tired of relying solely on Google Analytics for your website analytics? If so, you’re not alone. Many marketers and businesses are seeking alternative platforms that offer more detailed data, provide a different user experience, or cater to specific needs.”
YouTube Analytics Basics (YouTube)
Google Analytics no longer collects data from YouTube, so look at the built-in analytics YouTube offers.
Facebook Insights (Facebook)
Offers information about how people are discovering your Facebook posts, as well as how engaged they are based on your most popular posts, likes, comments, and shares.
X (formerly Twitter) Analytics (Twitter)
Though it’s not that extensive and it's limited to X Premium accounts, the data and information available will suit you and your business well if you want a general overview and want to know what’s working and what’s not.
eBooks & Other Resources
eBooks.realtor.org
The following eBooks and digital audiobooks are available to NAR members:
Auditing Social Media: A Governance and Risk Guide (eBook)
Build Your Brand with Pinterest (eBook)
Facebook for Dummies (eBook)
Facebook Marketing (Audiobook)
Influenced: The Impact of Social Media on Our Perception (eBook)
Instagram For Business For Dummies (eBook)
Instagram for Dummies (eBook)
Instagram Marketing (Audiobook)
LinkedIn for Dummies® (eBook)
The Magic of Digital Marketing: Tips for Real Estate Agents (eBook)
Social Media Marketing: A Guide to Growing Your Brand with Social Media (eBook)
Social Media Success for Brands – Strategies to Grow Your Audience and Increase Sales (eBook)
TikTok for Dummies (eBook)
The Truth About Facebook—How to Use Facebook for Marketing and Advertising, and Much More—The Facts You Should Know (eBook)
Twitter for Dummies (eBook)
Pinterest Marketing for Dummies (eBook)
Twitter for Dummies (Audiobook, eBook)
Predictive Analytics for Dummies (eBook)
Predictive Analytics and Data Mining (eBook)
Big Data Analytics (eBook)
Google Analytics (eBook)
Innovating Analytics (eBook)
Marketing in the Age of Google (eBook)
Predictive Analytics (eBook)
Predictive Business Analytics (eBook)
Social Media Analytics (eBook)
New titles are being added all the time. Do your own search in the eBook Collection. Try 'social media' as a term in the 'search eBook Collection' box.
Books, Videos, Research Reports & More
As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.
Keeping Up With the Quants: Your Guide to Using and Understanding Analytics (Boston, MA: Harvard Business Review Press, 2013) HD 30.25 .D366
Predictive Analytics: the Power to Predict Who will Click, Buy, Lie, or Die (Hoboken, NJ: John Wiley & Sons, Inc., 2013) H 61.4 .S54
Predictive Analytics for Dummies (Hoboken, NJ: John Wiley & Sons, Inc., 2014) HD 30.25 .B364
Have an idea for a real estate topic? Send us your suggestions.
The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.
