If your Facebook posts feel like they’re disappearing into nothing lately, the numbers back you up. The average business page now reaches about 1.4% of its followers organically. A page with 1,000 followers gets roughly 14 views per post.
Instagram keeps rewriting its own rules. TikTok just went through a full U.S. ownership change. Every platform is pushing video.
If you’re a local agent in Sidney, Troy, or Piqua, where business comes from relationships and not ad budgets, the obvious question is: where should you actually spend your time?
Facebook is still worth it, but the old approach isn’t working
About 90% of real estate agents still post on Facebook. Your past clients, your sphere, and your community are there. That part hasn’t changed.
What changed is how Facebook decides who sees what. The algorithm rewards conversation now. Posts that generate comments get pushed out to more people. Posts that collect a few polite likes and nothing else get buried.
So a polished graphic announcing your new listing will probably get outperformed by something simple. A question like “What’s the one thing you wish you’d known before selling your home?” will reach more people than a branded flyer.
Facebook also added a Local tab that surfaces content from nearby businesses. If you’re tagging your location and writing about your specific market, not generic “Ohio real estate” content, you’ll show up there more often. Agents who are getting traction right now aren’t posting more often. They’re just being more intentional about what they post.
Instagram now rewards useful content over pretty photos
Instagram’s algorithm used to favor beautiful images. Now it favors content people actually learn from or respond to, especially Reels and carousels.
A newer feature called Trials is worth knowing about. You can post content that gets shown to non-followers first. It doesn’t appear on your main profile unless you choose to keep it. If it performs well with people who’ve never heard of you, Instagram pushes it wider. If it flops, nobody notices. Good way to test ideas without risking your grid.
Try a 15-second Reel walking through a listing. Try a carousel on what staging costs in your price range. See what people respond to.
Two small technical details that make a real difference: use Instagram’s built-in caption tool on Reels, because third-party overlays from apps like CapCut actually get penalized in reach. And tag your location on everything. Instagram uses that data to decide who sees your posts locally. No tag means you’re invisible to the people you’re trying to reach.
TikTok is back, but it’s probably not your priority
TikTok came back online in January 2026 under new ownership. It’s growing, and some agents are generating leads there.
But for agents working $175K listings in west-central Ohio, your sellers are not spending their evenings on TikTok. The platform skews younger. The content style takes real time to produce well. If you’re already stretched between your listings, your sphere, and the social accounts you already have, adding another platform could spread you thin for very little return.
That might shift over time. For now, going deeper on the platforms where your clients already are will pay off more than going wider.
So what should you actually do?
Pick one or two platforms. Get better at those.
If Facebook is your main channel, change how you post. Ask real questions. Write about what’s happening in your local market. Leave comments on other people’s posts so the algorithm keeps you visible. The days of posting a listing flyer and getting meaningful reach are over.
If you’re on Instagram, one Reel a week is enough to start. It doesn’t have to be polished. A 15-second walkthrough of a listing with a couple sentences about what makes it interesting is plenty. Use Trials to experiment with what your audience responds to.
Whatever platform you choose, the agents getting the most visibility right now share one trait. Their content looks professional. Clean photos, short video, consistent presentation. That’s what makes someone stop scrolling. That’s what makes a seller pick up the phone.
You don’t need a complicated strategy. You need every post to look like you take your business seriously.
