Balancing Property Listings and Personal Posts for Maximum Reach

A great social feed feels helpful and human. It shows the homes you sell and it shows the person behind the work. When you balance property posts with personal posts, more people stop, watch, save, and share. This balance grows reach, builds trust, and leads to more enquiries. Use this guide to set your mix, plan your week, and keep results climbing.

Why balance matters

• People hire people they know, like, and trust

• Platforms reward content that keeps viewers engaged

• A mix of education, stories, and homes attracts a wider audience

• Your brand looks consistent and strong across every channel

Set simple goals first

Choose two or three goals for the next month.

• Grow local reach

• Start more private messages

• Increase open home attendance

• Win two new appraisals from social

• Drive more website visits to a listing or guide

Write your goals. Place them at the top of your content calendar. Check your progress every week.

The 80 to 20 mix that works

A simple rule guides your month.

• About 80 percent value and personal

• About 20 percent direct property promotion

Value and personal includes tips, local stories, behind the scenes, and proof of results. Direct promotion includes just listed, open home invites, price updates, and sold. This mix keeps interest high and avoids audience fatigue.

Build six content pillars

Choose six pillars. Rotate them across the month. Here is a proven model with a suggested split.

• Education and tips. Twenty percent

• Proof of success. Twenty percent

• Local authority. Fifteen percent

• Behind the scenes. Fifteen percent

• Community and care. Fifteen percent

• Property showcase. Fifteen percent

Examples

• Education. How to prepare for photos. How to choose a method of sale

• Proof of success. Case studies. Testimonials. Before and after results

• Local authority. Suburb overviews. School zones. Transport notes

• Behind the scenes. Styling day. Auction prep. Vendor meetings with permission

• Community. Local café features. Weekend events. Clubs and charities

• Property showcase. Reels and carousels of key listings

Platform rhythm guide

Use this plan as a starting point. Adjust to your audience over time.

• Facebook
  Post five to seven times each week. Use a mix of carousels, reels, and photos. Share one to two listing posts a week into relevant groups where allowed. Add Stories daily for reminders and polls.

• Instagram
  Post three to five feed posts each week. Add three to seven Stories most days. Share two or three Reels a week. Aim for one listing reel and one listing carousel most weeks.

• LinkedIn
  Post three times a week. Share one expert tip, one local data note, and one personal story with a lesson. Add a property recap post every second week.

• TikTok or YouTube Shorts
  Post three short clips each week. Use one listing highlight and two value clips such as local spots or quick tips.

A simple weekly planner

Repeat this plan each week. Swap suburbs and topics to keep it fresh.

• Monday
  Morning. Local market headline in plain words
  Afternoon. Behind the scenes of listing prep

• Tuesday
  Morning. Seller or buyer tip with a small checklist
  Afternoon. Just listed carousel or reel

• Wednesday
  Morning. Community spotlight such as a café or park
  Afternoon. Story question box to collect audience questions

• Thursday
  Morning. Vendor journey update such as a styling before and after
  Afternoon. Open home invite with times and a clear call to action

• Friday
  Morning. Personal story with a lesson for sellers
  Afternoon. Short video that answers a common question

• Saturday
  Morning. Stories from open homes with permission
  Evening. Story poll such as favourite room or price guide guess

• Sunday
  Morning. Sold or under offer with a short case study
  Evening. Week wrap and what is coming next week

This rhythm usually gives two property promotions each week while your value content keeps engagement strong.

Plan your property campaign life cycle

Spread posts across the campaign so your audience stays interested.

• Coming soon
  One teaser story or reel with one hero feature

• Just listed
  One carousel on feed and one reel within two days

• Week one
  One open home invite on feed and reminders in Stories

• Week two
  One behind the scenes story of buyer interest and feedback

• Under offer
  One short update that thanks the community

• Sold
  One case study with the challenge, the plan, and the result

Keep value content running between these posts so your feed never feels like constant advertising.

Personal posts that build trust

Personal does not mean private. Choose safe and useful topics.

• Your values and why you love your area

• Your work habits and care for detail

• Local life such as parks, sport, cafés, and events

• Learning and growth such as courses and books

• Light behind the scenes such as staging day or auction prep

Avoid sensitive topics, private client details, and negative talk about competitors. Keep it friendly, helpful, and professional.

What every listing post needs

Use this simple checklist before you post.

• One strong cover photo or a five second hook in video

• Three top features in short bullet points

• Suburb name and key amenities

• Open home times and a clear call to action

• Link to brochure or instructions to message for details

• High quality media with written permission

• Short lines and simple words in captions

• Alt text for accessibility on Instagram

Caption templates that work

Copy and personalise these. Replace the brackets.

Template for a listing

• New to market in [suburb]. Four bedrooms and a sunny backyard. Walk to [local feature]. Open Saturday at [time]. Comment brochure for the full photo set.

Template for a tip

• Before photos, spend ten minutes at the letterbox. Clean the path. Remove bins. Wipe the front door. Save this checklist and message me for a full prep guide.

Template for a story post

• Today I learned that first impressions start at the street. Here is a quick win you can do before your open home. Share this with a friend who is selling soon.

Template for a case study

• Challenge. Low light living room. Plan. Styling and warm bulbs. Result. More clicks and three offers. Message for the full plan.

Keep your grid balanced and on brand

Think of your grid as a magazine layout.

• Alternate property posts and value posts

• Keep the same thumbnail style for property videos

• Use three or four colours from your brand kit across tiles

• Make every third post educational to teach the algorithm that you help people

• Use the same photo style for all team profile shots

Measure and adjust in four weeks

Track these numbers each week. Adjust your ratio based on the results.

• Reach

• Saves

• Shares

• Profile visits

• Link clicks

• Direct messages

• Enquiries that mention social

If reach is strong but messages are low, add clearer calls to action on property posts. If reach is falling, increase value posts for two weeks. If Stories are performing well, turn the best ones into feed posts.

Save time with batching

Use one block of time to create more with less stress.

1. Set a two hour block every second week

2. Choose seven topics across your pillars

3. Write captions using the templates in this guide

4. Record four short clips in one session

5. Load posts into a scheduler

6. Prepare Story reminders for open homes

7. Keep a folder of local photos for quick fill

Simple compliance and care

Always follow local rules and respect privacy.

• Get written permission before filming inside a home

• Hide number plates and personal family photos where possible

• Keep claims accurate and clear

• Respect building rules when filming in complexes

• Store contact details safely when collected from social

• Use clear consent for testimonials and case studies

Troubleshooting guide

Problem. Your feed looks like constant advertising
Fix. Run a seven day reset with five value posts and two property posts

Problem. Reach is high but enquiries are low
Fix. Add stronger calls to action and clearer next steps

Problem. Views on reels are dropping
Fix. Open with the best scene in three seconds. Add captions on screen. Keep clips under ninety seconds

Problem. Not enough content ideas
Fix. Use the idea bank below. Ask three common buyer questions in your Stories and answer them on your feed

Problem. You feel awkward on camera
Fix. Script the first line. Film in bright natural light. Start with voice over tours if that feels easier

Quick prompt pack to speed up content

Copy and paste into your favourite AI tool. Replace the brackets.

• Write a 120 word Instagram caption that gives one seller tip for [suburb]. Use friendly language and invite a message for a checklist

• Turn these property features into a three slide carousel outline. [paste features]. Include a hook line, three feature bullets, and a call to action

• Draft a 45 second reel script for a walkthrough of [property type] at [suburb]. Open with the best feature in three seconds. End with an invite to the next open home

• Create five Story poll ideas that help me learn about buyer needs in [suburb]. Include the exact poll options

• Write a short case study from these notes. [paste notes]. Use challenge, plan, and result. Keep it under 120 words

One month idea bank

Pick twenty four ideas from this list for a full month of posts.

• Just listed carousel

• Open home invite

• Local café spotlight

• Suburb rental trend in plain words

• How to choose a method of sale

• Vendor styling checklist

• Story poll about kitchen styles

• Favourite park reel

• Day in the life morning routine

• What buyers ask me most

• Price expectation explainer

• Under offer thank you

• Sold case study

• Small business interview

• School zone overview

• Pet friendly tips for sellers

• Auction day highlights

• Three mistakes to avoid before photos

• Property management tip

• Local weekend events

• Market myth versus fact

• Testimonial tile

• Behind the scenes paperwork

• Team introduction

• Charity or club support

• Moving day checklist

• First home buyer finance basics

• Street record story

• How to read a floor plan

• Home maintenance calendar

Quick start checklist

• Choose your six pillars and set the 80 to 20 mix

• Plan one week using the simple planner in this guide

• Prepare two property assets and five value assets

• Film three short clips in one session

• Post at the same times for two weeks

• Track six key metrics and adjust your mix

When you balance listings with personal value, people come for the homes and stay for you. Keep the mix steady, teach what you know, show care for your area, and invite clear action. That is how your social feed turns into real appointments and real sales.