--- title: "Real Estate Social Media Statistics 2026: Platforms and Leads" date: 2026-10-16 author: "Supriya Gharat" featured_image: "https://xtendedview.com/wp-content/uploads/2026/10/real-estate-social-media-statistics-platforms-leads-1.jpg" categories: - name: "Internet" url: "/category/internet.md" tags: - name: "Statistics" url: "/tag/statistics.md" --- # Real Estate Social Media Statistics 2026: Platforms and Leads Social media is used by **75%** of REALTORS and remained the top lead-generating technology at **39%**, per a July 2025 member survey. The National Association of REALTORS (NAR) ran that survey, and in its May 2024 survey, **52%** named social media for the highest number of quality leads. In these real estate social media statistics, social media still tops agents’ lead list, but fewer agents name it. Buyers are on the same platforms. Realtor.com surveyed **1,000** US adults interested in buying or selling their primary residence, or who had done so within the past two years, in August 2025. Nearly **90%** of them rely on social media, led by YouTube (**73%**) and Facebook (**57%**). Trust is weaker than reach: **30.5%** said social media offered an inaccurate picture of the market. ## Key Takeaways - Social media is used by **75%** of REALTORS, behind eSignature at **79%**, per NAR’s July 2025 survey. - In NAR’s July 2025 survey, social media was the top quality-lead technology for **39%** of respondents, down from **52%** in its May 2024 survey. - **87%** of respondents used Facebook in their real estate business, **62%** used Instagram and **48%** used LinkedIn, per NAR’s May 2024 survey. - Agents and buyers lead with different platforms: **25%** of REALTORS used YouTube in their real estate business in May 2024, while YouTube (**73%**) and Facebook (**57%**) were the most used among surveyed consumers, according to Realtor.com’s August 2025 survey. - **30.5%** of surveyed consumers said social media offered an inaccurate picture of the market, and in a UK survey for Lloyds Bank, **31%** of prospective first-time buyers said they don’t trust any social media platform for homebuying advice. - Videos of homes and communities were the most popular virtual search tool at **42%** among new-construction buyers, per Homes.com’s survey released in September 2026. - NAR’s 2026 figures show Gen Z made up **4%** of home buyers, while **76%** of Gen Z respondents in Realtor.com’s August 2025 survey say TikTok is one of their go-to sources for housing content. ## Editor’s Choice - NAR membership, 2026 Member Profile: **1,438,569**. - Agents who say they most often use social media scheduling/content tools, NAR’s latest technology report: **32%**. - Median age of all buyers, NAR’s 2025 buyer profile: **59**. - Buyers who found their home online, NAR’s 2025 buyer profile: **52%**. - US adults who use YouTube, Pew Research Center 2025 survey: **84%**. - Meta Family daily active people, June 2026: **3.60 billion**. ## How Many Real Estate Agents Use Social Media - In NAR’s July 2025 survey, social media is used by **75%** of respondents, behind eSignature at **79%**. - NAR’s report lists drone photography/video at **75%** in its highlights text and at **52%** in its chart. With two different figures in one report, that item is left out of the table below. - In July 2025, NAR invited a random sample of **49,233** active REALTORS to the online survey and received **1,241** usable responses, for a margin of error of plus-or-minus **2.78%**. - Sales agents made up **68%** of respondents and associate brokers **14%**, with a median of **11** years as real estate professionals. - NAR’s current membership stands at **1,438,569**, per its 2026 Member Profile release. - The survey share describes respondents, so it is not a head count of NAR’s full membership. | Technology | REALTORS using it (%) | |---|---| | eSignature | 79 | | Social media | 75 | | AI-generated content (e.g. listing descriptions) | 46 | | Virtual tours | 38 | *Source: NAR, 2025 REALTORS Technology Survey* ### What is social media real estate? Social media real estate is the use of social platforms to market listings, find clients and research homes. Agents and brokerages post listings and tour videos, while home shoppers browse them on Facebook, YouTube and TikTok. Among agents, social media is used by **75%** of REALTORS, per NAR’s July 2025 survey. ### About This Data The figures come from 14 sources. That total covers 8 NAR reports and releases and 3 consumer surveys from Realtor.com, Lloyds Bank and Homes.com, all from the organizations that produced the data. The rest are 1 Pew Research Center report, 1 Meta earnings release and 1 US Department of Justice case page. Most were published between August 2024 and September 2026; the latest event captured from the DOJ case page is June 2023. Figures are reviewed on a rolling basis and updated when sources publish new editions. ## Social Media Platforms Real Estate Agents Use - In NAR’s May 2024 survey, **87%** of respondents used Facebook in their real estate business and **62%** used Instagram. - YouTube was used by **25%** of respondents in their real estate business, a low share next to the buyer surveys further down. - **15%** used TikTok in their real estate business, in the same survey. - In May 2024, NAR invited a random sample of **46,625** active REALTORS and received **1,007** usable responses, for a margin of error of plus-or-minus **3.05%**. - We found no platform-by-platform split in NAR’s 2025 and 2026 public releases, so the 2024 figures are the newest we could source for agents. REALTORS USING IT · Source: NAR, 2024 Technology Survey REALTORS USING IT NAR · 2024 Social Networks Agents Use for Business (%) Facebook 87% Instagram 62% LinkedIn 48% YouTube 25% TikTok 15% X (formerly Twitter) 10% Other 8% 0 20 40 60 80 100 SOURCE NAR, 2024 Technology Survey View the data| Social network | REALTORS using it (%) | |---|---| | Facebook | 87 | | Instagram | 62 | | LinkedIn | 48 | | YouTube | 25 | | TikTok | 15 | | X (formerly Twitter) | 10 | | Other | 8 | ## Recent Developments - **September 2026:** NAR’s latest technology report lists social media scheduling/content tools at **32%** of agents, drone photography/video at **48%** and virtual tours at **29%**. - **September 2026:** In the same report, marketing tasks are a leading application for AI among REALTORS. - **September 10, 2026:** A Homes.com study of over three thousand new-construction decision-makers found videos of homes and communities the most popular virtual search tool at **42%**. - **September 10, 2026:** The same study found objective reviews carried more weight than social media when buyers chose a builder, and **51%** of respondents used AI tools during their home search. - **July 29, 2026:** Meta reported Family daily active people of **3.60 billion** on average for June 2026, with ad impressions up **14%** and average price per ad up **12%** year over year. ## Real Estate Social Media Statistics on Quality Leads - When NAR asked which technologies provided the highest number of quality leads, **39%** of respondents said social media, followed by Customer Relationship Management (CRM) at **23%** and their local MLS at **17%** in the July 2025 survey. - NAR describes the result as “consistent with last year’s reporting”. - In NAR’s May 2024 survey, the top three tech tools for the highest number of quality leads in the last 12 months were social media (**52%**), CRM (**32%**) and local MLS (**26%**). - A [digital ad campaign](/social-media-advertising-statistics/), such as Google AdWords, Facebook Business or display ads, was named by **12%** in the 2025 survey, against **19%** in 2024. - The two surveys drew **1,007** and **1,241** usable responses from separate random samples of active REALTORS. - Each survey drew a new sample, so the lower share does not prove social media now produces fewer leads. | Technology | 2024 survey (%) | 2025 survey (%) | |---|---|---| | Social media | 52 | 39 | | Customer relationship management (CRM) | 32 | 23 | | Local MLS | 26 | 17 | | Brokerage website | 20 | 13 | | Digital ad campaign | 19 | 12 | | Business website | 18 | 12 | | Email marketing tool | 19 | 11 | | Listing syndication/portal | 14 | 9 | *Source: NAR, 2024 Technology Survey and 2025 REALTORS Technology Survey* > **Key finding:** Social media was the top quality-lead answer in both NAR surveys. Social media was named by **52%** of respondents in May 2024, and **39%** of respondents said social media in July 2025, an outcome NAR calls “consistent with last year’s reporting”. A total of **1,241** usable responses were received in the July 2025 survey. ## Real Estate Video and Virtual Tour Statistics - In a Homes.com survey released in September 2026, videos of homes and communities were the most popular virtual search tool at **42%**, followed by interactive floor plans. - The study surveyed over three thousand American adults aged 25 or older who were primary or joint housing decision-makers, with a newly constructed home purchase price or budget of at least **$250,000**. - Among Gen Z buyers, one in four said they struggle to visualize a completed home. - **51%** of respondents used AI tools during their home search. - Among agents, NAR’s 2026 report asked which tools they most often use: drone photography/video was used by **48%** and virtual tours by **29%** on that measure. The July 2025 survey measured current use instead and recorded **38%** for virtual tours, so the two shares are not comparable. RESPONDENTS · Source: Homes.com, What New Home Buyers Want (CoStar Group release, September 2026) RESPONDENTS Homes.com · 2026 Top Virtual Search Tools for New-Home Buyers (%) Videos of homes and communities 42% Interactive floor plans 36% Interactive site plans 29% 0 10 20 30 40 50 SOURCE Homes.com, What New Home Buyers Want (CoStar Group release, September 2026) View the data| Virtual search tool | Respondents (%) | |---|---| | Videos of homes and communities | 42 | | Interactive floor plans | 36 | | Interactive site plans | 29 | ## Real Estate Marketing Tools Agents Use - In NAR’s latest technology report, about half of the **1,200** agents surveyed say they budget between **$50** to **$500** monthly for technology expenses; **22%** spend more than **$500** monthly; and **18%** spend less than **$50** per month. - From NAR’s 2026 list of the tech agents say they rely on most: Social media scheduling/content tools are used by **32%** of agents, behind CRM at **46%**. - Marketing tasks are a leading application for [AI in real estate](/ai-in-real-estate-statistics/) among REALTORS, per NAR’s latest technology report. - Scheduling and content tools are a narrower item than the general social media use NAR measured in 2025, and the 2026 list ranks the tech agents rely on most, so the two shares do not show a decline. AGENTS WHO SAY THEY USE IT MOST · Agents who say they use it most often · Source: NAR, 2026 REALTORS Technology Report AGENTS WHO SAY THEY USE IT MOST NAR · 2026 Marketing Tools Agents Use Most (%) Agents who say they use it most often CRM 46% Social media scheduling/content tools 32% Personal website using IDX (Internet Data Exchange) 26% Lead generation 21% Marketing automation 16% 0 10 20 30 40 50 SOURCE NAR, 2026 REALTORS Technology Report View the data| Marketing tool | Agents who say they use it most often (%) | |---|---| | CRM | 46 | | Social media scheduling/content tools | 32 | | Personal website using IDX (Internet Data Exchange) | 26 | | Lead generation | 21 | | Marketing automation | 16 | ## How Homebuyers Use Social Media in Their Home Search - In an August 2025 Realtor.com survey, nearly **90%** of respondents relied on [social media](/social-media-statistics/), with YouTube (**73%**) the most used overall. - The sample covered **1,000** US adults (aged 18+) who are interested in buying or selling their primary residence or have done so within the past two years. - **52%** of buyers found their home online, per NAR’s 2025 buyer profile. - That order is reversed among agents: in NAR’s 2024 survey, **87%** of respondents used Facebook and **25%** used [YouTube for business](/youtube-statistics/). | Measure | Share (%) | Survey base | |---|---|---| | Rely on social media | nearly 90 | Realtor.com consumers, August 2025 | | Use YouTube, most used platform | 73 | Same Realtor.com sample | | Used mobile or tablet devices in their search | 70 | Recent buyers, NAR 2025 profile | | Use Facebook | 57 | Same Realtor.com sample | | Found their home online | 52 | Same NAR sample | *Source: Realtor.com consumer survey (August 2025); NAR, 2025 Profile of Home Buyers and Sellers* ## Homebuyer Trust in Social Media Housing Information - **52.6%** of respondents called time spent on social media a positive use of time, against **65.6%** for real estate agents, in Realtor.com’s August 2025 survey. - **30.5%** said social media offered an inaccurate picture of the market, and **28.8%** said its information was not applicable to their specific market. - Respondents pointed to real estate agents (**62%**) and AI (**61%**) as the sources that make them smarter about the market. - In the UK, **31%** of prospective first-time buyers said they don’t trust any social media platform for homebuying advice, in a Lloyds Bank survey from July 2025. - Objective reviews carried more weight than social media, and **57%** considered the quality of materials while **54%** considered builder experience, in the Homes.com new-construction study. RESPONDENTS RATING IT A POSITIVE USE · Source: Realtor.com consumer survey (August 2025) RESPONDENTS RATING IT A POSITIVE USE Realtor.com · 2025 Housing Info Sources Rated a Good Use of Time (%) Real estate agents 65.6% AI 61.9% Friends, family and neighbors 57.8% Television 55.1% Social media 52.6% News 52% 0 14 28 42 56 70 SOURCE Realtor.com consumer survey (August 2025) View the data| Information source | Respondents rating it a positive use of time (%) | |---|---| | Real estate agents | 65.6 | | AI | 61.9 | | Friends, family and neighbors | 57.8 | | Television | 55.1 | | Social media | 52.6 | | News | 52 | > **Why it matters:** In Realtor.com’s survey, **52.6%** called social media a positive use of time, below real estate agents at **65.6%**, and **30.5%** said social media offered an inaccurate picture of the market. Social platforms put listings in front of buyers, yet buyers give them less credit than the agents who post there. ## Gen Z Homebuyers and TikTok - **76%** of Gen Z say TikTok is one of their go-to sources for housing content, more than any other generation, in Realtor.com’s August 2025 survey. - Gen Z made up **4%** of buyers in the past year, up from **3%**, in NAR’s 2026 generational report. - In a Lloyds Bank survey of UK prospective first-time buyers, around **31%** of those aged 18 to 24 trust TikTok as a source of mortgage advice, compared with **20%** of all respondents and **12%** of those aged 35 to 44. - Around **34%** of respondents said parents were their most reliable source, rising to **46%** among 18 to 24-year-olds, in that Lloyds poll. - [TikTok use](/tiktok-statistics/) reached **37%** of US adults, up from **21%** in 2021, according to Pew Research Center. | Group | Measure | Share (%) | Survey | |---|---|---|---| | Gen Z respondents, US | Name TikTok a go-to for housing content | 76 | Realtor.com, August 2025 | | US adults | Use TikTok | 37 | Pew Research Center, 2025 | | UK prospective first-time buyers aged 18 to 24 (Lloyds sample) | Trust TikTok for mortgage advice | around 31 | Lloyds Bank, July 2025 | | Women, UK prospective first-time buyers (Lloyds sample) | Trust TikTok for mortgage advice | 22 | Lloyds Bank, July 2025 | | All UK prospective first-time buyers (Lloyds sample) | Trust TikTok for homebuying advice | 20 | Lloyds Bank, July 2025 | | Men, UK prospective first-time buyers (Lloyds sample) | Trust TikTok for mortgage advice | 15 | Lloyds Bank, July 2025 | | UK prospective first-time buyers aged 35 to 44 (Lloyds sample) | Trust TikTok for mortgage advice | 12 | Lloyds Bank, July 2025 | *Source: Realtor.com (August 2025); Lloyds Bank and OnePoll (July 2025); Pew Research Center (2025)* ## Social Media Use Among US Adults by Platform - The vast majority of US adults (**84%**) say they ever use YouTube, and **71%** report using Facebook, according to Pew Research Center. - Half of US adults now report [using Instagram](/instagram-statistics/), up from **40%** in 2021. - **26%** report using Reddit, compared with **18%** four years ago. - YouTube and Facebook are the only sites asked about that a majority in all age groups use. - Pew surveyed **5,022** US adults from February 5 to June 18, 2025. US ADULTS USING IT · Source: Pew Research Center, Americans’ Social Media Use 2025 US ADULTS USING IT Pew Research Center · 2025 US Adults Using Each Platform (%) YouTube 84% Facebook 71% Instagram 50% TikTok 37% WhatsApp 32% Reddit 26% 0 20 40 60 80 100 SOURCE Pew Research Center, Americans’ Social Media Use 2025 View the data| Platform | US adults using it (%) | |---|---| | YouTube | 84 | | Facebook | 71 | | Instagram | 50 | | TikTok | 37 | | WhatsApp | 32 | | Reddit | 26 | ## Home Buyer Age and Social Platform Reach - Baby Boomers remained the largest generational group of home buyers at **42%**, according to NAR’s [2026 Home Buyers and Sellers Generational Trends release](https://www.nar.realtor/newsroom/baby-boomers-remain-largest-share-of-home-buyers-as-first-time-buying-falls-to-record-low). - Millennials made up **26%** of buyers, down from **29%**. - First-time buyers made up just **21%** of all buyers, the lowest share since NAR began collecting the data in 1981. - The median age of all buyers was **59**, and the typical age of first-time buyers was **40**, per NAR’s 2025 buyer profile. - The typical REALTOR was **57** years old, per NAR’s 2026 Member Profile. - Pew data show [Facebook use](/facebook-statistics/) is most common among 30- to 49-year-olds (**80%**), while Instagram is used by **19%** of adults 65 and older. - An older buyer base fits agents’ Facebook-first mix, though no survey here tests why agents chose it. SHARE OF BUYERS · Source: NAR, 2026 Home Buyers and Sellers Generational Trends SHARE OF BUYERS NAR · 2026 Home Buyers by Generation (%) 42% BABY BOOMERS Baby Boomers 42% Millennials 26% Gen X 25% Gen Z 4% Silent Generation 4% SOURCE NAR, 2026 Home Buyers and Sellers Generational Trends View the data| Generation | Share of buyers (%) | |---|---| | Baby Boomers | 42 | | Millennials | 26 | | Gen X | 25 | | Gen Z | 4 | | Silent Generation | 4 | ## UK First-Time Buyers and Social Media Advice - Around **23%** of all respondents said they trust YouTube for homebuying advice, and TikTok came second at **20%**, in a Lloyds Bank survey of UK prospective first-time buyers. - **21%** said they don’t get their information from social media. - **33%** of men said they’d trust YouTube as a source of information, compared with **19%** of women. - Around **16%** of men would turn to Reddit for advice, compared to just **9%** of women. - OnePoll surveyed **2,000** UK adults who are prospective first-time buyers online from July 17 to 21, 2025, on behalf of Lloyds. - The Lloyds survey is UK-only and over a year old. RESPONDENTS WHO TRUST IT · Respondents who trust it for homebuying advice · Source: Lloyds Bank and OnePoll, first-time buyer survey (July 2025); Lloyds reports the YouTube share as around 23% RESPONDENTS WHO TRUST IT Lloyds Bank · 2025 Platforms UK First-Time Buyers Trust (%) Respondents who trust it for homebuying advice YouTube 23% TikTok 20% Facebook 16% Instagram 15% Reddit 11% X 7% 0 6 12 18 24 SOURCE Lloyds Bank and OnePoll, first-time buyer survey (July 2025); Lloyds reports the YouTube share as around 23% View the data| Platform | Respondents who trust it for homebuying advice (%) | |---|---| | YouTube | 23 | | TikTok | 20 | | Facebook | 16 | | Instagram | 15 | | Reddit | 11 | | X | 7 | ## Facebook Housing Ad Rules and Meta Ad Data - The [US Department of Justice complaint](https://www.justice.gov/crt/case/united-states-v-meta-platforms-inc-fka-facebook-inc-sdny) alleged that Meta’s housing advertising system discriminated against Facebook users in violation of the Fair Housing Act (FHA). - The complaint also alleged that Meta uses algorithms in determining which Facebook users receive housing ads, and that those algorithms rely, in part, on characteristics protected under the FHA. - Under the settlement, Meta stopped using its Special Ad Audience tool for housing ads and developed the Variance Reduction System (VRS). - The third-party reviewer, Guidehouse Inc., issued its first report on **June 29, 2023**. - Meta’s Family daily active people (DAP) was **3.60 billion** on average for June 2026, an increase of **3%** year over year, per its [second quarter 2026 results](https://investor.atmeta.com/investor-news/press-release-details/2026/Meta-Reports-Second-Quarter-2026-Results/). - Ad impressions delivered across Meta’s Family of Apps increased by **14%** and average price per ad by **12%** year over year. - The case record describes how Meta changed housing ad delivery; it is not guidance on how any single listing campaign should run. | Date | Event | |---|---| | June 21, 2022 | Complaint filed alleging Meta’s housing ad system violated the Fair Housing Act | | June 27, 2022 | Court approved the settlement | | January 9, 2023 | Justice Department and Meta reached agreement on VRS compliance targets | | June 29, 2023 | Guidehouse issued its first report | | July 29, 2026 | Meta reported June 2026 daily active people of 3.60 billion | *Source: US Department of Justice, Civil Rights Division; Meta Platforms Q2 2026 results* > **By the numbers:** Meta reported Family daily active people of **3.60 billion** on average for June 2026, up **3%** year over year, with ad impressions up **14%** and average price per ad up **12%**. Those totals cover Meta’s whole Family of Apps, not housing ads alone. ## Conclusion Social media is used by **75%** of REALTORS and remained the top lead-generating technology at **39%** in NAR’s July 2025 technology survey. Meanwhile, **30.5%** of Realtor.com’s surveyed consumers said social media offered an inaccurate picture of the market. Agents led with Facebook in NAR’s May 2024 data, buyers and US adults reach YouTube first, and in two separate buyer surveys roughly three in ten respondents doubt or distrust what they see on social platforms. A future NAR survey that repeats the quality-lead question will show whether the lower share holds, and whether NAR publishes a new platform-by-platform split for agents.