Could Social Media Be Making Real Estate Sales More Difficult?

While social media has changed the game for just about every industry, there’s no doubt it has absolutely transformed real estate. Although there are many positive aspects, such as the ability to reach a larger audience and attract clients who may not necessarily be actively looking, it has also been added some additional challenges. According to one Florida broker, who has sold over $500 million in property throughout his ten-year career—there are two sides of this coin. “Social media has notably transformed the expectations of both buyers and sellers in real estate. Buyers now have greater access to a variety of property images, virtual tours, and neighborhood information through platforms like Instagram, Facebook, and Pinterest. This enhanced visibility has led to elevated expectations regarding property presentations and transparency,” says Compass Broker Adnan Dedic, “But what looks good online might not always translate in real life.”

Incredibly successful, Florida-based Dedic is ranked in the top one percent of licensed real estate agents in the country. Born in Dernbach, Germany, and raised in Sarasota, Florida, the entrepreneur has certainly achieved the American dream. His experience as an immigrant has given him a unique ability to adapt to difficult situations, and one of the biggest challenges brokers rarely discuss is how social media can add an additional layer of complexity when trying to close a deal.

A Filtered Look

While high-quality photos have always been important, the technology to edit photos, videos, and even virtually stage properties has advanced rapidly in recent years. So, while it’s never been easier to make a home look better online than in person, it also presents everything through a filtered lens. “There have been times when social media made a sale more challenging, particularly when a buyer fell in love with a home they saw online, only to be disappointed when the actual property didn’t match the perfectly staged photos or filters. It can be tough to manage those expectations,” he explains.

The Trend Cycle

Then there’s the trend cycle pushed by TikTok, YouTube, Instagram, and Pinterest. While these platforms have been a great way to educate buyers and sellers about design and to explore their preferences, they have certainly made trend cycles much shorter. “This fast-moving cycle means that when a home renovation is completed, certain design elements—such as quartz countertops—may already be considered outdated,” explains Dedic. “For sellers and renovators, staying informed about the latest trends and considering the longevity of design choices has become crucial to ensure their properties remain attractive in a rapidly changing market.”

Interior designers are also experiencing similar challenges. Texas-based designer Amy Switzer (who doesn’t work with Dedic) shares a similar sentiment.

“Trend cycles are moving faster because of social media, which makes trends spread and fade quickly. For interior designers, this creates challenges like keeping up with ever-changing styles and managing client expectations. Designers must balance incorporating trendy elements with creating timeless, sustainable spaces. However, the fast pace also offers opportunities for innovation and personalized design.”

Dedic tells me that his clients are currently focusing on renovations that feature neutral colors, expansive outdoor living spaces, high-quality materials, and a simplistic modern aesthetic that can also be customized and tailored to their specific needs and personal style.

Buyer Knowledge Has Never Been Higher

Because they’ve been educated, home shoppers are more aware than ever when corners have been cut or when the quality of finishes in a home doesn’t quite match the price point. “This intensified competition demands consistently high-quality content, while negative feedback can quickly affect reputation. Moreover, the fast-changing design trends driven by social media can complicate efforts to align with current preferences.”

However, the ability to set realistic buyer expectations is part of the reason why the broker is so successful, especially in current market conditions. “It’s important to remind them that while trends may shift rapidly, their decision should be based on long-term value and what’s sustainable within their budget. I also encourage them to focus on core features they truly need, rather than just the latest fads, which might not have staying power.”

Despite these hurdles, Dedic knows a viral listing can lead to gold. “A well-marketed listing that goes viral can attract a lot of attention, sometimes even leading to multiple offers. It’s all about how the property is presented and how well that aligns with what buyers are looking for.”