Remember when open houses were the best way to showcase a property? A Sunday afternoon, a stack of flyers, and a plate of cookies? Fast forward to 2025, and things have changed. Buyers are scrolling Instagram before they ever step foot inside a home, and realtors who embrace social media are pulling in more leads than those relying on old-school open houses.
Social media has become the new front door of real estate marketing—and if you’re a San Diego realtor, it’s where your next client is hanging out.
Lifestyle Content Attracts More Buyers
The biggest mistake agents make online? Only posting listings. While listings matter, what truly grabs attention is lifestyle.
- A video of the sunset view from a La Jolla balcony.
- A “day in the life” reel of North Park coffee shops.
- A carousel post of family-friendly activities in Mission Valley.
Buyers aren’t just looking for houses—they’re looking for a lifestyle. Showcasing neighborhoods, local culture, and hidden gems makes your content relatable and magnetic.
Short-Form Video Builds Trust Fast
Platforms like Instagram Reels and TikTok are now non-negotiables for realtors. Short-form video:
- Feels authentic and personal.
- Lets buyers “walk through” a home without leaving their phone.
- Builds trust faster than static images ever could.
A 30-second reel highlighting the best features of a property can do more for your pipeline than an open house with low foot traffic.
Paid Ads Put You in Front of the Right Buyers
Social platforms aren’t just about organic reach. With targeted ads, San Diego realtors can run campaigns that reach people based on zip code, income level, or even life events like “recently married.”
Instead of hoping the right person drives by your open house sign, you can make sure your listing pops up directly in their feed. That’s powerful.
The New Open House Formula
Think of social media as your permanent, always-open showing:
- Post lifestyle-driven content.
- Share short-form video tours.
- Run targeted ads to zip codes and demographics that match your ideal buyers.
- Engage with comments and DMs like you would with guests at an open house.
Done consistently, this approach turns followers into leads—and leads into clients.
Conclusion
The open house isn’t dead, but social media has taken its place as the first stop for San Diego buyers. If you want to reach them where they’re already scrolling, you need a strategy that blends authentic storytelling with smart targeting.
At Dearie Digital, we help realtors create engaging content, run laser-focused ad campaigns, and turn likes into listings. Ready to make your social media your most effective open house? Let’s talk.
