Real Estate Social Media Posts
Real estate social media posts are a great source of leads that require relatively little effort.
A recent survey by the National Association of Realtors (NAR) found that social media gave its members the most quality leads of any digital tool.
It also found that 53% of its members think that social media is the most useful technology available to them.
We recently explained how social media can start generating real estate leads for your real estate business. In it, we included a few social media post ideas to get you started.
But generating leads isn’t the only thing that posts are useful for. You can also use them to:
- Attract talented real estate agents
- Boost your brand
- Grow your sphere of influence
- Stay in touch with former clients
This article provides a list of ideas for real estate social media posts.
Two Rules for Posting on Social Media Platforms
Before we begin, there are a couple of rules to bear in mind when it comes to your social media strategy. They are:
1. Create valuable content
If you create pointless posts just for the sake of it your social media connections will lose trust in you. Your posts don’t always have to be complex guides—but they do need to be something that your clients and followers want to read.
2. Don’t just post your own content
People don’t want to be sold to on social media—they want to engage. You should try to join in conversations and comment on other people’s posts wherever you can. You’ll probably gain more new followers by doing this than by creating posts.
New Listings
Few people visit your website to find your listings—instead they’ll search on Zillow or a similar site. Instead, you can bring the listing to them by making it appear on their social media feed.
The property market is competitive and buyers need to act fast. If you post new listings immediately they will be encouraged to follow you, so they see the latest properties first.
Pro tips
✅ Most social media sites allow you to post multiple images of your property. Use the best image as the main photo, as this will draw more interest.
✅ Include a detailed description with the information that buyers need, including number of bedrooms, size of garden and whether it has a garage.
✅ Include a call to action explaining the next steps and how they can get in touch.
Recent example
Here’s a great example from Nicki and Karen Luxury Real Estate on LinkedIn. The description focuses on the beautiful surroundings which are reflected in the images. A link is provided to a webpage that provides floorplans and other detailed information.
Open Houses
Sellers need to get as many people as possible to experience a home. This drives demand and gets a better price for the client. Advertising open houses on social media is a great way to do this.
Pro tips
✅ Keep these posts simple.
✅ Provide key information like where and when it is, and how to register.
✅ Include your best pictures, but save some surprises so the experience is memorable.
✅ Let people know if you are putting on any hospitality, such as food.
Recent example
Here’s a good example from The Wiltons on Facebook. The post provides enough images to generate excitement over the property. The main picture has bold graphics explaining when and where the open house will be taking place.
Closed Deals
Buying a home in today’s competitive market is frustrating and stressful. Show that you’re good at helping people find a property by showing pictures of yourself with happy clients just after closing.
Pro tips
✅ Clients are at their happiest when you close, so get a picture.
✅ Don’t wait until the moving day, as this will be stressful for them.
✅ Try to include the whole family in the post.
✅ Try to tell a story in the post, e.g., have they moved for a reason? Did they overcome challenges?
Recent example
Michelle Gosselin Ervin’s post below shows that this deal is more than just a financial transaction—she has helped a family to build new roots.
Closing Anniversary
A great way to stay in touch with former clients and show you care about them is to create ‘closing anniversary posts’. It’s also a good way to get more mileage out of old social media content as you can use the previous photos.
Pro tips
✅ Set yourself a calendar reminder a year from the closing date.
✅ Or you could schedule the anniversary post a year in advance.
✅ Check in with the client. Write about any life changes, like a new baby or job, in your post.
Recent example
Below is a good example from Brian McCommon. Brian’s image isn’t the most exciting, but his post uses storytelling to show how he helped this family relocate to a new life.
Client Testimonials
Having a client tell people how happy they are with your service is the best marketing you can get. Testimonials can:
- Show how good you are at buying and selling property.
- Give an insight into how you work.
- Highlight your niche or area expertise.
Pro tips
✅ Ask for a testimonial upon closing. This is when the client is at their happiest, so they are more likely to agree to it.
✅ Don’t be afraid to make changes. Tidy up the client’s grammar and spelling and pull out the best bits to make it as impactful as possible.
✅ Create a graphic. This will help make the testimonial stand out in people’s feeds. Most social media platforms provide templates for doing this.
✅ Ask if you can name the client in full. This adds credibility by proving the review is real and showing the client is happy to be associated with you.
✅ Name the area. This shows potential clients that you know this market. If you specialize in a certain type of property, make sure you highlight that as well.
✅ Tag the client. If the client is happy to be named, then you can also tag them in the picture using your personal account. Their friends will see it and they may think of you next time they come to buy or sell a property.
Recent example
Below is an example from the Suzy Weibel and Jillian Reese Weyhe Team at Kissinger Bigatel & Brower Realtors. While they haven’t named the client, they have included a link to the original review. They also use the post as an opportunity to ask clients to post their own testimonials.
Client Appreciation Events
Creating social media posts about your appreciation events shows that you care about your clients and like to stay in touch with them.
Pro tips
✅ Post before, during and after the event to drum up excitement.
✅ Create a hashtag for the event to connect all posts relating to it.
✅ Take plenty of images at your event so you can use them on social media.
✅ Encourage attendees to take pictures and post them too.
✅ Assign someone to take pictures, or employ a photographer.
✅ Encourage attendees to take photos at the event and post them.
✅ Ask clients to like photos you post when you send a post-event thank you message.
✅ Tag all attendees into the pictures using your personal account.
✅ Also, tag any companies or organizations that helped host the event.
Recent example
Below is a good example from Lucine Tarman of Tarman & Co. Realty. Lucine has taken her own photos but has tagged all of the businesses involved. She has also included her business’s hashtag. This post could be improved if Lucine had also tagged the attendees.
Volunteering
Getting involved in community groups and volunteering is a great way to give something back to the community and expand your sphere of influence. It’s also a good way to show your clients that you care about your community.
Here are a few tips for getting the most out of volunteering posts:
✅ Bring a camera and get someone to take pictures of you getting involved.
✅ Tell people why the charity you help is so important to you.
✅ Explain the charity’s purpose, who it helps, why it’s important and how others can help.
✅ Tell people what you achieved on the day that you helped out.
✅ Don’t include sales pitches—this will make your participation seem disingenuous.
Recent example
Below is a great example from Canadian company, North Group Real Estate. They spent the day helping a local charity to build a home for a family in need.
They brought a film crew along and captured the whole thing. In the video, the company suggests that being a North Group client helps to support projects like this.
New Real Estate Agents
Social media posts celebrating new staff or real estate agent hires shows that your real estate business is successful and growing. It also allows potential clients to learn about the people they would be working with.
✅ Use a high-quality professional photo.
✅ Describe the new team member’s skills and experience.
✅ If this person brings new expertise to your brokerage, make this clear.
✅ Explain how they will help clients.
✅ Including a few personal facts helps make them relatable.
✅ Include their contact details so that people can get in touch with them.
Recent example
Here’s a good example from DPP Real Estate on Twitter.
The post explains the value that Stephanie will bring to clients and how to contact her. The business-card style of the image is a nice touch, suggesting that clients should keep Stephanie’s details for when they want to contact her.
The post links to a blog that includes personal facts about Stephanie, as well as information about her style of working.
Real Estate Agent or Client Success
Finding good real estate agents is a critical part of running your own brokerage. Good real estate agents are rarely out of work, so you need to encourage them to come and work for you.
Social media is a great way to do this. By posting about your real estate agents’ successes you show customers that you care about your staff, and that people who work for you are successful.
✅ Include a photo of the employee, preferably receiving a gift for their hard work.
✅ Make the post energetic and positive.
✅ Explain what they achieved.
✅ Describe any challenges they faced along the way.
✅ Explain how their skills or personality helped them achieve this.
✅ Invite others to congratulate them.
✅ Tag their personal profile into the post so friends and family can also send praise.
Recent example
Below is a good example from Dynamic Real Estate Group on Facebook. The company posts a celebration every month for each real estate agent who manages to close $1 million or more in deals.
This is great for staff morale and shows clients how successful the business is. Real estate agents who see this and are making fewer sales may think the company offers more opportunities.
Highlight Your Real Estate Business Niche
Focusing on a niche makes it easier to gain a reputation and be clearer and more targeted in your marketing.
✅ Highlight what you specialize in by posting about it on social media regularly.
✅ If you bring in any new specialisms you can talk about that too.
✅ Focus on the value you provide the client. So if you sell celebrity homes, highlight your discreet service.
✅ Comment on how local and current events impact your niche and what it means for clients.
Recent example
Douglas Elliman Real Estate’s post shows that the company is moving into a new niche. This post could be improved by explaining the benefits to customers. At the moment it focuses more on the brokerage’s future business plan, which won’t be useful for people looking to buy a ranch.
Facts about Your Local Market
A successful real estate broker doesn’t just sell houses. By marketing your area or niche you encourage people to move there, which increases demand for your services.
Pro tips
✅ Use facts and figures about your area’s economy and lifestyle.
✅ Highlight some attractive local landmarks, like national parks or beaches.
✅ Give an insight into local amenities like shopping, sports clubs, dining, etc.
✅ Make your post easy to read by focusing on just a handful of points.
✅ If you have more to say, link to an article on your website.
✅ A beautiful picture or video sells your area better than a well-written post.
✅ Make it clear who is best suited to the area. Is it ideal for nature lovers or bohemian city dwellers?
Recent example
Here’s another example from Nicki & Karen Southern California Luxury Real Estate. They produce a guide to each of the neighborhoods they serve and post them on social media. This particular guide talks about Calabasas and focuses on the area’s excellent restaurants.
Old Pictures of Your Area
Another way to generate interest in your neighborhood is to post images of it from a bygone era. Although this won’t directly generate leads, it shows your knowledge of the local community and builds credibility. People will be keen to share their memories and it will generate lots of discussion.
Pro tips
✅ Make sure people know what the image is of and where it is.
✅ Make a “then and now” post by recreating the image in the present day.
✅ Provide a little bit of history on the area or property in the post.
✅ Use a hashtag to connect all of your historic images.
✅ Use an existing hashtag for your neighborhood in the post so local people see it.
✅ Use trending hashtags for nostalgic images. #throwbackthursday is a good example.
✅ Invite others to comment and post their own images.
Recent example
This post from California Advantage Real Estate is a great example of a historic image with a good story to back it up. The post could be improved by using hashtags and inviting people to comment.
Public Holidays
Wishing people happy holidays is a simple reason to post a personal message to your clients. This helps keep you top of mind.
Pro tips
✅ Use holidays as an excuse to post regularly.
✅ Post celebrations of holidays from all religions.
✅ Try to think out of the box and show your personality.
✅ You could even post about spoof holidays.
Recent example
Below is an example from Christophe Choo on Twitter. Christophe posts a picture of bright flowers every holiday. His posts have nothing to do with real estate or even the holiday he is celebrating. Instead, they are eye-catching and show off his love of flowers.
Personal Posts
Clients want to work with people they trust, and they are more likely to trust someone they know. Posts give insight into your personal life and help people get to know you better.
These posts could be about anything appropriate. The aim is to show that you are an interesting and active person who it would be fun to do business with.
Pro tips
Here are some post ideas:
✅ Family holiday photographs
✅ Dinner dates
✅ Playing sports
✅ Watching your favorite team
✅ Visits to interesting local attractions
Recent example
Here’s an example from the Max Shein Team’s Instagram. The husband and wife duo posted a video of a family day out to a monster truck show. This helps sell their image of being family oriented.
Potential clients with young families may feel that the Max Shein Team would better understand the issues facing them than a realtor without a young family.
Guides
Most people only buy or sell a property a few times in their lives. This means they will be unfamiliar with the process. Posting guides on social media helps them navigate the housing market and the process of buying or selling property.
Guides are also great for generating leads as they show off your expertise, increase trust and allow you to capture prospect contact details.
Pro tips
✅ Posting your guide as a LinkedIn article makes it easier for users to find it on the platform.
✅ Keep the language simple—avoid using jargon in your post or in the guide.
✅ Including an eye-catching statistic from your guide in the image will increase engagement.
✅ Pose a question in the post that sums up the challenge your guide solves.
Recent example
Bill Gassett posts useful guides regularly. These are usually guest posts on well-known real estate websites. This is a great way to build credibility with the reader—Bill “borrows” the authority of these larger websites, making his expertise more convincing. Bill’s profile on Activerain.com links back to his website, allowing him to generate leads.
However, Bill would generate more views of his article on LinkedIn if he posted it as an article on his profile.
Tips
Your main area of expertise is in buying and selling property. But your advice to clients doesn’t have to end there. You can also post helpful tips about other things connected to getting a new home.
Ideas:
✅ Interior design and décor
✅ Moving day tips
✅ Landscape gardening
✅ Your state/city’s most desirable neighborhoods
✅ Home maintenance
Pro tips
✅ Link your post to a blog article on your website—this helps drive traffic to it.
✅ Pose a question that your article helps solve to encourage people to click.
✅ Include a professional photo that reflects your post’s subject.
✅ Use hashtags that are trending on the subject.
Recent example
In this example, Ryan Ranellone has posted about a niche topic—guest bedroom decor. The post is short and punchy and encourages people to visit the article. Interior decor is a popular subject, and Ryan could have generated even more interest in his post if he had used hashtags.
Contests
Everyone loves free stuff! Competitions are a great way to meet new prospects or get back in touch with existing clients.
Pro tips
✅ Social media platforms have contest guidelines that need to be followed. Here are Facebook’s.
✅ Make sure the post clearly explains how to enter and what they will win.
✅ Set a clear deadline for entries.
✅ Post a picture of the winner and get yourself in the shot too (if possible).
✅ Competitions can either be run on your public feed for anyone to enter…
✅ …or a private group and only be available to a select audience—like your existing clients.
✅ Ask the winners to comment and share your post.
Recent example
Carolyn Carnes’ tweet mixes announcing the winner with telling people how to enter the next competition. This is effective because it shows that people do win, which encourages people to sign up.
Market Statistics
Most of your clients won’t know if it’s a good time to buy or sell. They might not even know if the asking price of the property they want is good or not. Regularly posting market statistics from your area makes your social media feed a vital resource for potential clients.
Pro tips
✅ Use your MLS to find stats
✅ Create an attractive infographic
✅ Make sure the post explains who this information is for
Ideas:
✅ Average house prices in your area
✅ Average selling price (do they sell for more?)
✅ Average number of bids per listing
✅ Average number of days on market
✅ Total number of properties sold in your area last month
✅ Total value of properties sold in your area last month
✅ Average house buyer age
Recent example
Here’s a good example from Christophe Choo on Twitter. He has collated market stats from Santa Monica to help buyers and sellers understand the market there. He has explained whether each stat has gone up or down. This helps readers understand the market’s direction.
Your Opinion
Posting your opinions about the real estate industry, your local market and anything else relevant to your clients will help build authority and trust with them.
Pro tips
✅ Make sure you have something interesting, useful or relevant to say
✅ Give your opinion credibility by using facts or stats, or by linking to newspaper articles
✅ Be thought-provoking, but avoid being political or controversial
✅ Use hashtags to help people interested in the subject find your posts
✅ Invite people to give their thoughts in the comments section
Recent example
Here’s a good example from Marcus and Millichap on LinkedIn. It doesn’t provide any opinion or answers. Instead, it encourages the audience to watch the video. This is done by providing a number of facts and then posing an urgent question.
Boost Your Real Estate Marketing Strategy with Social Media
In this article, we’ve provided you with 19 ideas for posts for your brokerage.
But this list isn’t comprehensive—there are hundreds of things that you could post about.
The best approach is to try each of them out and see which generates the most interest amongst your social media contacts.