August 21, 2026
The Boston Globe recently published an article featuring Carey Morewedge, Department Chair and Professor of Marketing, discussing how real estate agents are increasingly using social media to market themselves and reach potential buyers.
Agents are moving beyond traditional listings and cold-calling to create engaging, hyperlocal content designed to attract audiences and ultimately generate clients.
Morewedge noted, “Realtors have the opportunity to show people listings that are not normally in their consideration, because they would be filtered out by platforms like Zillow.” Social media allows agents to put homes in front of potential buyers who may not have otherwise considered them.
The piece follows Newton realtor Katherine Kranenburg, who has built a following of nearly 30,000 on Instagram by mixing real estate content with posts about Boston neighborhoods, restaurants, events, and local news. Her approach reflects a broader shift in the industry, where agents are increasingly building personal brands alongside their businesses.
The article also explores how AI is becoming part of real estate marketing, with Kranenburg using tools such as ChatGPT and Claude to research news, fact-check content, and develop ideas.
