Against the backdrop of the highly competitive real estate market in Georgia and the influence of technological advancements in marketing tools, local property development companies have been driven to embrace social media to connect with consumers and ensure the company’s resilience. However, there is a lack of empirical evidence demonstrating the effectiveness of social media in influencing homebuyers’ purchasing decisions in the country. This study aims to investigate the impact of social media on the consumer buying decision process in the Georgian real estate industry, considering the influence of demographic factors on this relationship. During the research, 252 homebuyers were surveyed using Google Forms disseminated via social media. According to the study, social media significantly influences the homebuying decision-making process, with a distinct effect on the “Search of Information” and “Evaluation of Alternatives” stages. However, demographic factors do not impact the intensity of this relationship. This study contributes to the identification of the specific stages of homebuyers’ decision-making process that can be effectively influenced by social media and need more attention from marketers. Additionally, it explores the broader applicability of these findings in the tourism and hospitality sectors, particularly in leveraging social media to influence consumer behaviour in markets with similar decision-making dynamics.