The impact of Instagram and TikTok on property sales

The property market is undergoing rapid digital transformation. Instagram and TikTok are no longer just social media platforms for entertainment, but have become strategic marketing channels, especially in the luxury property sector. These networks not only bring buyers and agents closer together, but also allow properties to be presented in a more engaging and personalised way.

In recent years, real estate professionals have realised that the organic and paid reach of these platforms is a powerful tool for attracting qualified leads. And when this strategy is linked to a CRM such as eGO Real Estate, the results multiply: every interaction is recorded, every lead is tracked and every opportunity is maximised.

Social media as new real estate showcases

Instagram, with its Reels, and TikTok, with its short and highly viral videos, offer a perfect format for showcasing properties in an appealing way. Virtual tours such as Virtual Tour by eGO, drone footage, ‘before and after’ renovations, or guided tours with storytelling become irresistible content for those in the market.

In addition to the visual component, eGO connected to WhatsApp - Inbox allows potential customers to interact in their network message box with automatic messages and, in this way, be forwarded directly to your WhatsApp:

• All conversations are recorded in the eGO Real Estate CRM.
• Real-time notifications: ensuring that each lead is followed up.
• Each business opportunity is organised with customised labels.

From followers to qualified leads

The great advantage of the impact of Instagram and TikTok lies in their ability to capture qualified leads. Unlike traditional ads, here it is possible to target content to specific audiences by location, interests and consumer behaviour.

When these interactions are captured directly in eGO Real Estate, the process becomes even more effective. The CRM centralises all contacts captured on social media, allowing for:

• Immediate response to messages received.
• Access to interaction history at all times.
• Automated follow-up to maintain active interest.

This means that investment in content and paid campaigns is fully measurable and linked to concrete results.

Facebook: strategic and simplified presence

Facebook continues to be a very relevant platform for the real estate sector, especially for reaching wider and more varied audiences. 
With eGO Real Estate, you can create content directly in the CRM and import posts to Facebook in seconds. This connection simplifies the agent's day-to-day work, ensuring consistency in communication and more time to focus on business opportunities.

Success stories in the sector

Several Portuguese real estate agencies already have examples of sales completed from interactions on these platforms. A simple, well-produced video, combined with a targeted campaign on Meta Ads and managed through eGO Real Estate, can create contacts that convert into sales in a surprisingly short time.

How to create high-impact content?

To achieve significant results with the impact of Instagram and TikTok, it is important to:

1. Invest in visual quality - professional photos, 4K videos and aerial images with drones.
2. Focus on storytelling - tell the story of the property, its architecture or the surrounding area.
3. Maintain consistency - post regularly to feed the algorithm.
4. Interact with your audience - respond to comments and messages quickly.
5. Measure results - analyse metrics and adjust your strategy.

The future of real estate is social and digital

The impact of Instagram and TikTok has transformed the real estate sector: it is no longer just about entertainment trends, but has become a strategic necessity. Agents who do not have a presence on these platforms risk losing business opportunities.

For agents and managers, the challenge lies in aligning creativity and technology. With short, impactful videos and intelligent segmentation, it is possible to turn followers into customers and clicks into sales.
The market has already changed, and professionals who keep up with this digital evolution are always one step ahead!

Source: CASA SAPO
General, Real Estate Market, Tips, Portugal