Today’s realities are changing the approach to the implementation of the marketing complex in the real estate sector. Real estate objects occupy a special place in any economic system, because the social interests of people and highly profitable economic activities are directly or indirectly connected with them. The Internet is one of the key channels for the promotion of real estate services and a source of market information anytime, anywhere. In turn, mass marketing ceases to be a successful promotion tool. It is replaced by personalized marketing focused on the needs of each individual customer. An effective and convenient tool for personalized marketing are social networks, which have now completely covered society, both in the personal dimension and in relation to business processes. The focus of promotion through social networks is audience segments, micro-segments and the targeting of the commercial offer to each consumer, as well as the possibility of building fast online communication. However, these processes also have a number of problematic points. The purpose of the article is to consider the problems associated with the promotion of real estate through social networks. As a result, ways of solving difficulties are considered, which will help real estate agencies to become more competitive, because not all companies carry out a detailed analysis of negative factors with their subsequent elimination.