By Sean Colón
At this year’s New Construction Forum, Zillow leaders and top builders nationwide made one thing crystal clear: social media isn’t just an advertising tool anymore — it’s the front door to your business. Buyers are no longer passively scrolling for inspiration. According to Zillow’s latest data, 37% of buyers actively use social media as a resource in their home search — whether that’s researching the buying process, checking out builders, or exploring local communities. For Arizona Realtors, this shift toward digital-first engagement is both a challenge and an opportunity.
Social Media Is Now Screen Appeal
We’ve already seen the rise of “screen appeal” overtaking traditional curb appeal, but now the battleground has expanded to TikTok, Instagram, and even Pinterest. Buyers want authenticity, not polished ad copy. As Beverly Jackson, Zillow’s VP of Brand, put it: “Authenticity will win the game every day, all day and twice on Sunday.”
That’s good news for Realtors in Arizona, where the competition for attention is fierce. With inventory levels still tighter than historical averages (the Arizona Regional MLS reported just 2.2 months of supply this summer compared to a balanced 5–6 months), standing out online is critical.
What Arizona Realtors Can Learn from Builders
Builders are leading the way in social storytelling, but the same strategies apply to real estate agents:
Platform-native content wins. Instead of recycling static listing photos, think Instagram Reels of a new listing, TikTok walk-throughs of a neighborhood, or Pinterest boards highlighting staging trends in Scottsdale luxury homes.
Authenticity beats polish. Today’s buyers value “real” over “perfect.” A quick behind-the-scenes clip of prepping a home for a showing may connect more than a scripted ad.
Empower your brand. Builders are equipping local sales teams to create their own social content, which consistently outperforms centralized marketing. For Realtors, that means leaning into your personality and voice online to build stronger buyer trust.
Why This Matters in Arizona’s Market
Arizona buyers are young, digitally savvy, and increasingly relying on social platforms. In fact, the National Association of Realtors reports that 63% of millennial and Gen Z buyers found the home they purchased online first. Combine that with the fact that 81% of buyers use Zillow specifically during their search, and it’s clear: screen appeal paired with authentic social media presence can accelerate your sales funnel.
When you combine social storytelling with high-quality real estate photography, 3D tours, or even virtual staging, you create a marketing ecosystem that shortens the path from click to contract.
Where Realtors Should Invest Time in 2025
If you’re working in Phoenix, Scottsdale, or the East Valley, the platforms worth your focus are:
Instagram Reels for showcasing luxury listings and lifestyle content.
TikTok for authentic, quick-hit buyer education and neighborhood highlights.
Pinterest for staging inspiration and community guides that capture longer-term buyer interest.
LinkedIn for professional networking with Arizona builders, brokers, and investors.
Each platform builds authority in a different way, but all of them hinge on consistent, authentic, and high-quality visuals.
Elevating Your Screen Appeal with Professional Photography
Of course, none of these strategies work without the foundation of strong visuals. Social media might amplify your brand, but it’s professional real estate photography that makes buyers stop scrolling. High-res photography, immersive 3D tours, and virtual staging give your listings the competitive edge in a market where attention spans are shrinking.
If you’re ready to elevate your screen appeal, I’d love to collaborate. Contact me through my website to see how professional real estate photography can help you build a stronger social media presence and stand out in the Arizona market.
By the way, I help realtors improve their online and social media presence by providing beautiful photos of their listings. That is why I’ve created this FREE HOME PREP LIST for your clients to help your listings look their best. Feel free to share.
What do you think:
And since we’ve built a community of professionals here, I’d love to hear from you: how are you currently using social media in your business, and what’s working best for your audience? Share your insights in the comments below.