Social media for real estate agents: what to post and where

Buyers and sellers choose an agent they feel they already know. Your feed is where that happens, so pick the platforms where local people already spend time and where video tours look good.

Most agents do well with two main channels plus a Google Business Profile. Add a third only when the first two run on schedule without effort.

Consistency matters more than volume. Four posts a week, every week, beats ten in a busy week and none in the next. Plan the week on Monday and batch the filming at your viewings.

• Monday: a new listing or coming soon post, with the full address only once the seller agrees.
• Tuesday: a neighbourhood post, such as a café, a park or a school run route.
• Wednesday: a process explainer, for example what happens between offer and completion.
• Thursday: a short video tour or a before and after of a staged room.
• Friday or weekend: open house details, a sold story with the client's permission, or a team moment.

Listings alone make a feed look like a portal. Mix in content that answers the questions clients ask you on every call: what is my home worth, how long will this take, what does this area feel like on a Tuesday morning.

Show your face in at least one post a week. A short talking clip from a doorway or car park is enough. Keep captions practical: price, key features, viewing times and the next step.

• Walkthroughs filmed in one take, in landscape for YouTube and vertical for Reels and TikTok.
• Area guides built around real places, not adjectives.
• Myth and fact posts about the buying or selling process in your market.
• Client stories, only with written permission and without private details.
• Behind-the-scenes posts: valuation day, photo day, key handover.

When someone searches for an estate agent or realtor near them, the local map results show Google Business Profiles. Google's guidelines name real estate agents as individual practitioners, which means a public-facing agent who can be contacted at the verified location during stated hours can have a profile of their own. If you work at a branded office, check the guidelines for how the brokerage profile and yours should be named.

Google lets you add update, offer and event posts to your profile. Use events for open houses and updates for new listings and market notes. Ask every client for a review with your Google review link, and never offer anything in return: Google treats incentivised reviews as fake content.

1. Claim and verify your profile, and pick the most accurate primary category.
2. Add real photos of you, your office and recent homes you have sold.
3. Post an update or event at least once a week.
4. Reply to every review within a few days, without sharing the reviewer's private details.

Sources: Google Business Profile Help: Guidelines for representing your business on Google, checked 14 October 2026; Google Business Profile Help: Create & manage posts on your Business Profile, checked 14 October 2026; Google Business Profile Help: Tips to get more reviews, checked 14 October 2026

In the US, the Fair Housing Act makes it unlawful to make or publish any notice, statement or advertisement about selling or renting a home that indicates a preference, limitation or discrimination based on race, colour, religion, sex, disability (the Act says handicap), familial status or national origin. A social post about a listing is an advertisement. HUD lists the same protected groups. Your state may protect more groups, so check its rules too.

The safe habit is simple: describe the property and its features, not the people you picture living there. If you pay to boost a listing on Facebook or Instagram, Meta requires you to declare housing ads as a Special Ad Category when you create the campaign.

In the UK, estate agents must not leave out material information buyers need. The government's consultation on property listings notes that the Digital Markets, Competition and Consumers Act 2024 prohibits traders from omitting material information or giving it in an unclear way. A short social post should link to the full listing rather than skip key facts like price and tenure.

This is general information, not legal advice. Ask your brokerage, your regulator or a lawyer about a specific post.

• Avoid phrases like "perfect for young professionals" or "ideal for a couple". Say "two bedrooms, ten minutes' walk to the station" instead.
• Check price, size, room count and tenure against the listing before you post.
• Get the seller's agreement before you share the address or interior photos.
• Ask for written permission before you post a client's face, name or story.

Sources: 42 U.S.C. 3604 (Fair Housing Act), GovInfo, checked 14 October 2026; HUD: Housing Discrimination Under the Fair Housing Act, checked 14 October 2026; Meta Business Help Center: How to Choose a Special Ad Category, checked 14 October 2026; GOV.UK (MHCLG): Material information in property listings, checked 14 October 2026

Plan the month around four content pillars: listings, local life, market and process, and proof. Give each one a weekly slot so no pillar takes over the feed.

Disclosure: this guide is published by Zolyp, an AI social media manager. Zolyp plans a calendar around your content pillars, writes and designs each post, and schedules it to Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads. You start in review-everything mode, so nothing goes live without your approval. You can add phrases you never want used to Brand Brain, but Zolyp does not check posts against fair housing law, so read each listing post before you approve it. Plans start at $29/mo.

1. Week 1: list your live listings and open houses, and book the filming.
2. Week 2: post one area guide and one process explainer.
3. Week 3: share a sold story or a review, with permission.
4. Week 4: post a monthly market note, then look at which posts brought enquiries and plan the next month.