31 real estate social media post ideas to engage your audience

As each year passes, social media usage continues to grow in the real estate world. According to the National Association of Realtors, 87% of real estate agents use Facebook and 62% use Instagram. Add to that the fact that millennials still make up the largest percentage of recent home buyers at 29%, and it’s in most agents’ best interest to make social media a key part of their marketing strategy.

That said, the question I hear most often from agents I coach is: “I don’t know what to post!” and we’re here to help with that. We’ve compiled the top 31 social media post ideas for you to use to find more buyers and sellers and stay top of mind with your sphere of influence. Check out these examples and top tips, which are broken into posting categories for you below. 

Homes and listings

The easiest real estate content for social media is posting about properties. The general public finds homes so entertaining that there are entire TV networks dedicated to houses. As agents, we have a huge advantage here, since we are in front of different properties all the time. Use it! In this section, we’ll show examples of:

• Just listed
• Open houses
• Just sold
• Testimonials
• Market updates
• Affordability
• Monthly sales recaps
• Unique homes
• Design inspo
• Renovation tips
• Closing gifts
• “This or that”

1. Just listed

Posting your own listings serves multiple purposes: it positions you as a successful agent, it provides more exposure for your sellers and it reminds your sphere that you’re actively selling houses in the area. You may also pick up an unrepresented buyer who sees your post.

If you want to spice up your listing posts with video listing walkthroughs, use LazyEditor. Simply take the existing images of your listing and upload them to LazyEditor’s website. Then, LazyEditor will use AI to include movement and custom-read captions for your video. Did we mention this all takes under five minutes? Definitely check out LazyEditor to see for yourself.

2. Open houses

Let people know what open houses you have coming up. It’s best to post these a few days before the open house and again the morning of, as a reminder. Ask local friends to share on their social media, as well, to increase your reach.

For more leads coming your way, run an ad for your open house using Top Producer’s Social Connect. They run done-for-you social media ads to fill your CRM with affordable leads so you can focus on closing deals and marketing your success on social media. Even better, Social Connect includes automated nurturing tools to keep them warm until they’re ready to transact.

3. Just sold

Another easy real estate post idea is celebrating your successful closings with just sold posts. These can be as simple as a photo of the house with “Just Sold!” language on the image or as detailed as telling the story of your client’s journey.

4. Testimonials

Social proof through real estate testimonials is hugely impactful; it’s one of the most important ways to build trust with your potential clients and referral partners. People generally trust professionals who other people trust, so share your success stories and your happy clients. 

5. Market updates

Share relevant market data on your social media in a way that’s easy to understand and interesting to the general public. For example, average price points in different towns, average days on market and how the inventory has changed over the past year. Use an infographic to make it easier for people to read and be sure to include a call to action like: “DM me for more info about your specific neighborhood.”

6. Affordability

First-time buyers, especially, will be interested to know how they can calculate what they can afford, yet potential sellers would benefit from this information as well. Share basic tips on your social media platforms to help people start to think about what might be feasible for them.

7. Monthly recaps

Share what you’ve been up to in your business. How many families did you help this month? If you have several closings each month, you can do a recap each month; if not, you can just do these recap posts once per quarter. This reinforces that you’re actively helping people buy and sell homes.

8. Unique properties

The best real estate social media posts are either entertaining, informative or evoking emotion. Unique and cool property posts are some of the most entertaining types of social media content. Always be sure to ask permission from and give credit to the listing brokerage and agent though!

9. Design inspo

Be the resource not just for buying and selling real estate, but for all things related to real estate. Share your favorite designs or simply re-share content from your favorite interior designers. For example, trending colors, creative ideas for small spaces, is wallpaper in or out this year?, etc.

10. Home renovation tips

A great way to provide value to homeowners in your social media sphere is to provide tips on home renovations. Share the best renovations for ROI and average costs for common renovation projects. Your call to action can be: “I’ve got excellent contractors – DM me for my exclusive list of local vendors.”

11. Closing gifts

If you’re an agent who gives closing gifts, why not show them off on your social media platforms? A gift basket, custom painting of a home or any other larger tangible item (i.e. not a Home Depot gift card) would make a nice content piece for Instagram or Facebook. 

12. “This or That”

You may be over it, as it’s been a trend for years, but the public still tends to engage with these types of social media posts. People love to give their opinions, and asking for a quick click is an easy way to give your followers a hit of dopamine as they scroll.

Agent expertise

Position yourself as the market expert and economist of choice without having to come out and say it by providing advice to your social media followers. Your agent expertise real estate social media posts can include: 

• Advice for first-time sellers
• Advice for first-time buyers
• Real estate news
• Real estate vernacular
• Mortgage tips
• Staging ideas
• Maximize a home’s value
• Quizzes
• Advice for using equity

13. Advice for first-time sellers

Selling a home comes with significantly different challenges from buying a home. As real estate professionals, we know this, yet many of our potential clients don’t. Show off your expertise as a knowledgeable listing agent with advice for first-time sellers.

14. Advice for first-time buyers

There’s always a huge opportunity to provide value to your social media followers by giving advice for first-time buyers. Buying a home for the first time is a big deal and can be intimidating. Make your future clients feel confident in your skills and empower them to understand the process of buying a home. This may even result in more buyer clients who didn’t know they could buy their own home!

15. Real estate news

Lawsuits, anyone? This past year has been a goldmine for real estate social media posts, from debunking any misleading news headlines to explaining how buyer agency compensation actually works. Educate your followers and you’ll become the go-to agent for their real estate needs and referrals.

16. Real estate vernacular

Another great way to educate your social media followers is by explaining common yet misunderstood real estate terms. You could post a weekly or monthly “real estate lingo” and define a specific term or phrase. Try these: escrow, closing cost credit, due diligence, contingency, appraisal, assessment, 6D, title V, P&S or deposit vs. down payment.

17. Mortgage tips

While we want to be careful to stay in our lane and not act as mortgage lenders, agents can certainly give advice about the lending side of the process, from the agent’s perspective. Tell cautionary tales about the risks of buying a new car right before closing or educate your social media followers about how much they actually need for a down payment (many people still think they need at least 20% to put down!).

18. Staging ideas

What makes a house the most visually appealing to the highest number of potential buyers? Home staging! Listing agents know this well and can share their ideas with their future clients and referral sources. Consider including a variety of staging ideas, such as: paint colors, clearing off kitchen countertops, adding clean white bedding for a modern look or a pop of color with a throw pillow for a more fun vibe.

19. Maximize a home’s value

Many homeowners have no intention of selling their homes, yet they would find tremendous value in knowing what they can do to maximize their property’s value for when they do eventually sell. Keep these short and sweet, and always include a call to action in your post, like “DM me for a free in-person consult.”

20. Quizzes

Quizzes are a great way to encourage your followers to spend more time on your post, which will tell the social media algorithm that you’re providing quality content, and the platform will naturally show your posts to a wider audience. The content of the quiz is less important than it being fun enough for people to stick with and complete.

21. Advice for using equity

If many of your social media followers have been in their homes for years, they likely have a lot of equity. Be the expert in different ways they can use their equity; this will help open their mind to new possibilities, such as buying an investment property or a vacation home.

Local knowledge

Be the source of all things local, the go-to local expert in your community. These types of real estate social media posts tend to be quicker to put together, as you’re mostly just sharing other people’s businesses and events with your own commentary. In this section, we’ll show example posts about: 

• Local restaurant recs
• Local small businesses
• Local events
• Local market news
• Maintenance tips

22. Local restaurant recs

Want a great excuse to check out every new restaurant in town? Make this part of your real estate social media content and now you HAVE to try every new restaurant! Once you become known as the person who recommends the best restaurants, your followers will start to proactively go to your page/profile when they want to try a new spot. This will only help your social media presence grow.

23. Local small businesses

Highlighting local small businesses is a fantastic way to be the local expert, help support a fellow local business owner and expand your reach. Ask the business you’re showcasing to share your post on their social platforms as well. If you really wanted to go all-in on this concept, consider creating a reel or video at the business, interviewing the owner and showcasing the product.

If you’re looking for great reel templates, check out Coffee and Contracts, your all-in-one marketing tool for real estate. Their social posts are curated specifically for real estate agents, so you can target the exact clientele you’re looking for. In addition, Coffee and Contracts also has lead magnets, printables, email campaigns and more.

24. Local events

Part of being the go-to expert for all things in your community is providing information about upcoming local events: the Fourth of July fireworks, concerts in the park, trick or treating in different neighborhoods, seasonal farmer markets and any other events.

25. Local market news

While there’s certainly a lot of opportunity to talk about national news, another great content strategy is focusing on local market news. Is there a large development in the works that will bring new housing to the area? Is a company planning to move its headquarters to your town? You’ll position yourself as the local expert with the most up-to-date information.

26. Maintenance tips

This is another value-added type of social media content. Share a tip for homeowners to take care of their properties, such as making sure no trees are covering the roof and that the gutter downspouts are diverting water away from the house. You could also showcase local tradespeople to share their favorite maintenance tips, as well.

Personal content

Last but not least, include a healthy dose of YOU in your real estate social media posts. People want to work with another human they feel connected to, not a real estate robot. Show off your personality and connect at a deeper level with your social media followers through these types of posts: 

• Behind the scenes
• Funny content
• Your own real estate experience
• Your real estate agent journey
• Your own events

27. Behind the scenes

People LOVE behind-the-scenes or day-in-the-life posts. They create an intimacy with the viewer and make the agent seem more relatable. Share a photo of your work space or the lockbox that was frozen and you had to pour hot water on it (true story from one of my own listings here in the Boston area). The more authentic, the better.

28. Funny content

You may not have noticed, but sometimes, the public may think real estate agents take themselves a bit too seriously. Use humor to poke fun at yourself and the industry as a way to disarm any of your followers who may be skeptical about hiring an agent. This is a great strategy for both entertaining and building rapport your social media audience.

29. Your own real estate experience

Are you a homeowner? An investor? Share your own real estate experiences as a consumer; this is another way to build trust with your social media followers. Your followers also care about you and want to celebrate your wins, such as buying your first home or first investment property.

30. Your real estate agent journey

Give your followers a peek into your career as an agent. A great time for posts like this is your real estate license anniversary. Share your milestones, what you’ve learned, what you love about your career and thank those who’ve helped you along the way.

31. Your own events

When you host a client appreciation event, as long as it’s open to all your social media followers and not a VIP only event, post about it! Share the excitement. Invite your friends to invite their friends. You can do this with any educational events you host, too, such as buyer or seller seminars. Be sure to share photos and video from the event afterwards.

Planning a first-time buyer seminar or downsizing seminar? Use Real Geek’s dynamic Facebook ad creation tool to promote your event to a wider audience. It takes about three to five minutes to create an ad. Once you post, Real Geeks will provide you with robust metrics like cost-per-clicks, likes and shares so you know how your ad is performing.

Real estate social media post tips

Now that you have lots of ideas about what to post, here are some additional tips to help you make the most out of your social media presence: 

• Post on both Instagram and Facebook: There’s a setting that allows you to automatically post to one when you post on the other. 
• Engage actively with followers: React to every comment, every time. Reply back using the person’s username so they get notified, as well. And take the time to scroll through your feeds and stories, liking and commenting on your followers’ content. This will boost your content in the algorithm. 
• Time block and batch content: If creating social media content and posting it strategically isn’t on your calendar, chances are it won’t get done consistently. Be intentional about your social media strategy by blocking time to create and post. Set aside time to “batch” content, meaning create a week’s or even a month’s worth of content in one sitting.
• Don’t reinvent the wheel: Repost content created by your brokerage and local association. Most real estate organizations have someone on staff to create social media content and put it out there for you, the agent, to use! Take advantage of this and save a ton of time.
• Use hashtags to increase your post’s reach: Including hashtags on your post will attract other people who are looking for similar posts. Check out our article on using hashtags to dive deeper into this:

The full picture

Creating real estate content for social media doesn’t have to be intimidating or time-consuming. With 31 different ideas, you could simply rotate through these post ideas each month, setting aside one day per month dedicated to content creation. The key is consistency and engagement. Stick to the plan and watch your social media following (and your business) grow.

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