A recent study by Simon Fraser University and Roomvu revealed that Vancouver Realtors who are active on Instagram are selling homes at a faster rate compared to their peers.
Analyzing over 63,000 transactions in the Greater Vancouver Realtors’ MLS from mid-2021 to mid-2024, the study showed that agents with an active Instagram profile experience higher sales volumes and shorter days on market (DOM).
Agents utilizing social media were found to have a 15% greater likelihood of improving their sales performance.
The data supporting this trend
The study, conducted by SFU Assistant Professor Miremad Soleymanian and Roomvu, combined various datasets, including:
- 63,200 MLS transactions (2021 to 2024)
- Performance data for 13,698 Realtors
- Instagram activity data for 2,639 Realtors
Out of the agents analyzed, only 19.3% had a measurable Instagram presence. However, those who actively used the platform saw clear performance advantages in terms of market reach and selling efficiency.
Does follower count matter?
The study revealed that an increase in network size, measured by followers, likes, and reach, correlated with more sales and decreased DOM. Having a larger audience can lead to quicker and more frequent transactions.
While engagement metrics play a role, network size had a stronger impact on sales. Prioritizing follower growth and consistent posting frequency yielded the best market performance results.
Agents with a strong Instagram presence were also able to expand their market coverage geographically, conducting business in a wider range of neighborhoods.
Types of Instagram agents
The study categorized agents into four social media strategy groups:
- Balanced engagers – moderate following with steady engagement
- Minimal participants – low follower count, sporadic activity.
- High engagement specialists – moderate following but high engagement
- Mass following leaders – the biggest networks, highest posting frequency, and the best sales performance.
The top-performing agents were in the “mass following leaders” category, showing a 15-20% higher chance of improving their sales year-over-year compared to those without a social media presence.
The long-term impact of social media
The study also highlighted the increasing effectiveness of social media over time. Agents with an active Instagram presence saw stronger performance growth after January 2023, especially in seller-side transactions, emphasizing Instagram’s power as a marketing tool for listing agents.
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