I often find myself reflecting on just how quickly things change in our industry. Cast your mind back five years – most estate agents were just about getting their heads around Facebook Ads and Instagram posts. Fast forward to today, and platforms like TikTok, Instagram Reels, and even Thread are shaping the way the public discovers, engages with, and ultimately chooses their estate agent.
But here’s the truth: we haven’t seen anything yet. By 2026, social media will look very different, and only the agents who adapt will thrive. The days of relying on portals or generic “just listed” posts are numbered. The future belongs to those who understand how to turn attention into trust, and trust into instructions.
Where We Are Today (2025 in a nutshell)
Right now, most estate agents fall into one of two camps:
- Those who are “posting” but not really making an impact – usually property photos with little personality.
- Those who’ve leaned into short-form video, storytelling, and brand building – and they’re already miles ahead.
The problem is, a large percentage of agents are still blending into the noise. They’re on social, but they’re invisible. And if they’re struggling today, 2026 is going to hit them like a train.
My Predictions for Social Media in 2026
Here’s where I see things heading, and I say this with conviction:
1. Short-Form Video Will Dominate Everything
TikTok and Instagram Reels aren’t “nice extras” anymore – they’ll be the main way people consume content. Estate agents who avoid the camera won’t just miss out; they’ll disappear.
2. Agents Will Become Local Influencers
Your community won’t just want to see your listings – they’ll want your insights, your tips, your personality. The agents who show up as the local voice of authority will replace the faceless branch with a board outside.
3. Social Search Will Challenge Google
Younger audiences are already searching TikTok and Instagram for “best estate agent in [town].” By 2026, if you’re not discoverable on social search, you may as well not exist.
4. Messaging Will Replace Email for Lead Nurture
WhatsApp, Messenger, and Instagram DMs will become the new pipelines. Forget waiting for someone to fill in a form – conversations will start and close right inside social platforms.
5. Paid Ads Will Demand Creativity, Not Just Budget
Costs will keep rising, and restrictions will tighten. Throwing money at Facebook won’t be enough. The winners will be the ones who know how to capture attention with stories, not sales pitches.
What This Means for Estate Agents
By 2026, social media won’t be about shouting your listings. It’ll be about building trust, showing your face, and creating content that people actually care about.
If you’re not prepared to step into the spotlight, someone else in your patch will, and they’ll take the lion’s share of instructions.
The portal era taught agents to rely on someone else’s platform. Social media in 2026 is the chance to take that power back. To own your audience. To build a brand that people choose, not just stumble across.
How to Start Preparing Now
If I were running your social strategy today, here’s what I’d be focusing on to futureproof for 2026:
- Get comfortable on camera. Practice short, punchy videos that show your personality.
- Position yourself as the local expert. Share updates, community stories, and insights your competitors overlook.
- Use ads for brand-building, not just listings. The more familiar you are, the more instructions you’ll win.
- Encourage reviews and social proof. Make your clients your biggest advocates online.
- Build omnipresence. Be active where your target audience actually spends time – not just where you feel comfortable.
Final Thought
I’ll be blunt: estate agents who ignore social media today will be irrelevant tomorrow. 2026 will reward the brave, the visible, and the relentless.
If you embrace these changes now, you won’t just keep up, you’ll dominate your local market. Your brand will explode, and the instructions will follow.
Need help? Find out about my Meta Ad services and how we can help you.
