Vancouver Realtors with an active Instagram presence are selling more homes and doing it faster, according to a new study from Simon Fraser University and Roomvu.
The study analyzed more than 63,000 transactions from the Greater Vancouver Realtors’ MLS from mid-2021 to mid-2024 and found that agents who maintain an active Instagram profile see significantly higher sales volumes and lower days on market (DOM) compared to their less social media-savvy peers.
According to the study, agents using social media were found 15 per cent more likely to improve their sales performance.
The numbers behind the trend
The research, led by SFU Assistant Professor of Quantitative Marketing Miremad Soleymanian and commissioned by marketing firm Roomvu, combined multiple datasets, including:
- 63,200 MLS transactions (2021 to 2024)
- Performance data for 13,698 Realtors
- Instagram activity data for 2,639 Realtors
Of the nearly 14,000 agents analyzed, only 19.3 per cent had a measurable Instagram presence. Despite this, those who actively used the platform had clear performance advantages, particularly in expanding their market reach and reducing the time it takes to sell homes.
More followers, more sales?
So, does follower count matter? The study found that a standard deviation increase in network size—measured by followers, likes and general reach—correlated with 2.1 additional sales over four years and 5.3 fewer DOM. This suggests that having a larger audience can translate into faster and more frequent transactions.
While engagement metrics like comments and likes have some impact on sales, network size had a stronger influence. The study explains that “…prioritizing follower growth and regular posting frequency over engagement optimization provides the strongest returns in terms of market performance.”
Beyond just selling faster, agents with a strong Instagram presence were also able to extend their geographic market coverage. A standard deviation increase in social media reach correlated with activity in 1.7 more unique sub-areas, meaning that well-connected agents were able to conduct business in a wider range of neighbourhoods.
Four types of Instagram agents
The study categorized real estate agents into four distinct 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 best-performing agents fell into the “mass following leaders” category, according to the study. This group showed a 15 to 20 per cent higher chance of improving their sales year-over-year compared to those with no social media presence.
Social media’s long-term impact
The research also highlights a growing trend: social media has become increasingly effective over time. Realtors with an active presence on Instagram saw stronger performance growth after January 2023 compared to earlier periods.
Sam Mehrbod, CEO and co-founder, Roomvu, explains, “It’s surprising that the real impact of social media only started showing up after 2023. Even more surprising is that it took nearly four years for social media to significantly influence listing-side results. This proves social media’s impact isn’t instant—it builds over time.”
This effect was most pronounced in seller-side transactions, reinforcing the idea that Instagram can be an especially powerful tool for listing agents looking to market properties.
“This study makes one thing clear—Realtors need to stay consistent with social media,” Merhbod says. “If you think one viral video will bring you a flood of listings, you’re in for a shock. It takes years of steady posting before you see real, measurable results.”