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Scrolling for Sales: The Power of Social Media in Modern Real Estate Marketing


In 2024, social media continues to dominate our daily lives, with short-form videos like reels, TikToks, and YouTube Shorts leading the way. These platforms have transformed how we consume content, presenting both challenges and opportunities for marketers. As a social media and digital marketing agency, understanding these shifts is crucial for effectively reaching your audience.

The Shift in Culture

The way we use social media has undergone a significant transformation. In 2024, it’s common to see people turning to their phones during TV ads, preferring the engaging, bite-sized content on social media. The average attention span has shortened, making traditional advertising less effective. Instead, people are drawn to short-form videos that provide quick entertainment and information, fitting seamlessly into their busy lives.

History of Advertising: The Fish Metaphor

Imagine advertising as a fishing expedition. In the past, the best fishing spots were print media, radio, and TV. These were the places where you could cast your net and reach a wide audience. However, the fishing grounds have shifted. Today, social media is the prime location for catching potential buyers. Platforms like Facebook, Instagram, and TikTok are the new waters where people spend their time, making them ideal for advertising.

In the early days, print ads were the go-to method, followed by radio and TV commercials. These mediums allowed businesses to reach large audiences, but they lacked the precision of modern digital marketing. With the rise of the internet, social media emerged as a powerful tool, enabling advertisers to target specific demographics with unparalleled accuracy. This shift reflects a broader cultural change where people seek quick, engaging content rather than long, drawn-out advertisements.

The Power of Social Media in 2024

Traditional advertising platforms like TV and radio are becoming less effective as people’s media consumption habits change. In contrast, social media offers several advantages:

  • Targeted Advertising: Social media platforms use sophisticated algorithms to show ads to users who are most likely to be interested, maximizing the impact of your marketing budget.
  • Engagement: Unlike traditional ads, social media allows for direct interaction with potential buyers, fostering a sense of community and trust.
  • Cost-Effective: Social media advertising can be more affordable than TV or print ads, providing a higher return on investment.

For real estate marketing, this means reaching potential buyers where they spend most of their time—on their phones. Social media ads can showcase properties through engaging content, virtual tours, and client testimonials, making it easier for buyers to visualize their future homes.

Case Study: Trademe vs. Social Media

Consider Trademe, a popular platform for listing properties. While it’s effective for reaching active buyers—those already in the market—social media casts a wider net. Even after spending 30 minutes on Trademe, users often turn to social media for a break. This presents an opportunity to capture their attention with targeted ads. Unlike Trademe, where options can be overwhelming, social media allows you to stand out with creative content, hitting potential buyers at the perfect moment.


In 2024, the landscape of advertising has evolved, with social media leading the charge. The rise of short-form videos and targeted advertising makes platforms like TikTok, Instagram, and YouTube essential tools for reaching today’s consumers. For real estate marketing, leveraging these platforms is not just an option but a necessity to stay ahead in a competitive market. By understanding and adapting to these cultural shifts, you can ensure your marketing efforts are both effective and engaging.