Post things that help people and show who you are. A simple week looks like this: teach one thing on Monday, show your town on Tuesday, walk through a home on Wednesday, share real life on Thursday, and thank someone on Friday. Then answer every comment and message, because the post only matters if it turns into a conversation.
I’ve stared at a blank screen with my phone in my hand more times than I’d like to admit. You know you should post. You just don’t know what, and you don’t want to sound like a commercial. Andrew and I hear this from new agents and from agents who’ve been licensed for years. The fix isn’t more creativity. It’s a plan you can repeat.
Why a posting plan beats waiting for inspiration
When you wait until you feel inspired, you post twice in one week and then disappear for a month. People forget you in that gap. A plan takes the guesswork out. You already know Tuesday is a town post, so you notice the new coffee shop on your way to a showing and grab a picture.
Posting also isn’t the goal. It keeps your name in front of people so that when you call, text or run into them at church, they already know what you do. Think of each post as an open door, not the whole visit.
Monday: teach one thing
Pick one question a client asked you last week and answer it in plain words. What happens at a home inspection? How long does closing take? What does earnest money mean? Keep it short. A 30 second video of you talking to the camera works, and so does a photo with a few sentences.
Keep a running note on your phone of every question people ask you. That list becomes months of Monday posts.
Tuesday: show your town
People don’t only buy a house. They buy a place to live. Show the bakery you love, the trail you walk, the Friday night game, the farmers market. Talk about the place and what there is to do, not about who lives there. Describe features, not people, and let every buyer decide where they want to live. That keeps you fair housing safe and it’s the right way to serve people.
If you want ideas for local events and town details to share, the RealEstateUSA town and event guides are a good place to start.
Wednesday: walk through a home
In my experience, home tours are the posts people stop scrolling for. Film a slow 30 second walk through a listing, an open house or a home you just helped someone buy. Always get the owner’s permission first, and keep personal photos and anything private out of the frame.
Don’t have a listing yet? Ask an agent in your office if you can film theirs, get the seller’s permission through them, and give them credit. That’s how I’ve seen newer agents get their first tour videos.
Thursday: share real life
This is the post that builds trust. Share your family, your kids’ game, your dog, your workout, or a lesson you learned this week. Andrew posts about football, the gym and time with his wife, his son and his dogs, and people connect with that. You can share your faith too, as long as it’s real, not a sales pitch, and never tied to a listing or a neighborhood.
Philippians 2:3 and 4 say to value others above yourselves and look to the interests of others. Real life posts done with that heart sound different. They’re about the people around you, not about you.
Friday: thank someone
End the week by honoring someone else. Thank a client who trusted you, a lender who worked late, an inspector who explained things well, or a neighbor who helped out. Ask permission before you tag or picture a client. Gratitude posts are easy to write, and they remind people that working with you feels good.
What not to post
- A wall of “just listed” and “just sold” graphics with nothing else. Mix them in, but don’t make them your whole feed.
- Posts that describe a neighborhood by the kind of people who live there. Talk about homes, places and things to do.
- Promises about prices, returns or how fast a home will sell.
- Anything a client didn’t say yes to sharing.
- A listing or home tour without your brokerage name on it. Put your brokerage in the caption or your profile, and follow your state’s advertising rules.
- Arguments in the comments. If something needs a real answer, take it to a call.
Turn posts into conversations
Here’s the part agents skip. When someone comments, reply within a day. When someone sends a message, answer like a person, not a script. If someone comments on your home tour, you can write back, “Thanks for watching! Are you thinking about a move, or just love a good kitchen?” Then listen.
Write down who engaged with your posts that week and reach out to a few of them during your daily calls. That’s where posting turns into actual business. When someone mentions a town they like, you can set them up with a Realest home search so new listings come to them and you have a natural reason to follow up.
Batch it so it doesn’t eat your week
Block one hour on Sunday afternoon or Monday morning. Write your five captions, pick or shoot your photos, and schedule what you can. Leave room for something that happens during the week, like a great showing or a town event. One hour of planning beats five days of scrambling.
If you’d like help with this, our Fearless Agents training walks through what to post, how to film simple videos and how to follow up when people respond. It’s free for agents at any brokerage. Sign up for the free training here.
A Simple Weekly Posting Plan
Answer a question a client asked you.
A local shop, park or event.
A 30 second tour, with permission.
Family, faith, a lesson learned.
A client, lender or neighbor.
Every post ends the same way: answer the comments and messages within a day. A post starts the conversation. You finish it.
Frequently asked questions
What should a real estate agent post on social media?
Post a mix that helps people and shows who you are: a quick tip, something about your town, a home tour, a real life moment, and a thank you to someone. Then reply to every comment and message.
How often should real estate agents post?
Pick a pace you can keep every week. Five posts a week, one per weekday, is a simple rhythm. Posting steadily matters more than posting a lot in one burst.
Can a new agent post home tours without a listing?
Yes. Ask an agent in your office if you can film one of their listings or open houses, get the seller’s permission, and give the listing agent credit.
How do I keep my real estate posts fair housing safe?
Describe homes, places and things to do, not the people who live in an area. Avoid words that suggest who a home or neighborhood is for, and let every buyer choose where they want to live.
Does posting on social media get real estate clients?
Posting keeps you top of mind, but clients come from conversations. Use your posts to start talks, reply quickly, and follow up with the people who engage.
Be fearless. Sash, Realest.com
