The real estate content that sells on social media is content that answers a buyer’s practical questions: video walkthroughs, honest neighbourhood guides, price and payment-plan breakdowns, construction progress updates and client stories. Generic “Hot deal! DM for details” posts get ignored. Every post should make it easy to start a WhatsApp conversation.
Key takeaways
- Walkthrough videos with price and location on screen perform best.
- Neighbourhood guides and payment-plan explainers answer buyers’ questions.
- Every post needs a clear WhatsApp next step.
- Answer price questions in comments publicly and quickly.
Content that consistently performs
- Video walkthroughs: 30–90 second tours showing layout, light and finish, with the price on screen.
- Neighbourhood guides: schools, hospitals, markets, commute times and what living there is actually like.
- Payment plan explainers: what a buyer pays upfront and monthly, shown clearly.
- Construction updates: regular site videos build confidence in off-plan projects.
- Client handover stories: with permission, short clips of buyers receiving keys.
- Buyer education: transfer process, documents to check, taxes and fees to expect.
Format by platform
- Facebook: walkthrough videos, carousels of listings, click-to-WhatsApp ads.
- Instagram: Reels for tours, Stories for new listings and updates.
- YouTube: longer project and area guides that rank in search.
- TikTok: quick tours and “what you get for this budget” videos.
Make every post lead somewhere
Include price or price range, location and a clear next step — “WhatsApp us for the floor plan” or “Book a site visit”. Use a WhatsApp Business catalogue or quick replies so you can send details instantly.
Use ads to multiply what works
Put budget behind posts that already get strong organic engagement, target by location and interests, and retarget people who watched most of a video with a direct offer.
Avoid these mistakes
- Posting without prices — many buyers scroll past
- Over-edited photos that don’t match reality
- Unverified claims about approvals or returns
- Slow replies to comments and DMs
Our social media team produces and runs content for real estate businesses.
A weekly content plan for an agency
- Monday: new listing walkthrough video with price and location
- Wednesday: buyer education post — e.g. documents to check before buying a plot
- Friday: neighbourhood spotlight or project progress update
- Weekend: client story or open-house announcement
- Daily Stories: behind-the-scenes, new listings, quick Q&A
How to film a walkthrough that sells
- Start outside to show the street and entrance.
- Move through the home in the order a visitor would.
- Show natural light, storage, kitchen and bathrooms clearly.
- Put price, size and location as on-screen text in the first seconds.
- End with a clear call to action and your WhatsApp number.
Answer comments publicly
When someone asks “price?” in the comments, answer with the price range and invite them to WhatsApp for details. Others reading the thread see the answer too, which saves you repeated questions and shows you’re responsive.
Frequently asked questions
How often should a real estate business post?
Three to five times a week works for most agencies, with at least one video, plus Stories for new listings.
Should we show prices publicly?
Showing at least a price range filters out unsuitable enquiries and increases trust.
Do we need professional video?
Not always. A steady smartphone walkthrough with good light often performs as well as expensive production.
Sources and further reading
- Google Ads Help: Use Keyword Planner
- Meta Transparency Center: Advertising Standards
- Google Business Profile Help: How to improve your local ranking on Google
