Creating Content Pillars for Real Estate Social Media Success

What content pillars are and why they matter

Content pillars are the main themes you post about on social media. They act like shelves in a library. Each shelf holds a type of content your audience expects and enjoys. When you use pillars, your content becomes clear, consistent, and easy to plan.

Benefits you will notice
• Less stress because you always know what to post
• A strong and memorable brand voice
• Better reach because the algorithm understands your topics
• More leads because your content answers real questions from buyers, sellers, landlords, and tenants

How many pillars you need

Choose five pillars. Five is simple to manage and still gives variety. You will post most days using one pillar per day. Repeat the pattern each week so your audience knows what is coming.

The five pillars that work best in real estate

1. Listings and Sneak Peeks
   Show current listings, coming soon teasers, price updates, and auction moments.

2. Local Lifestyle and Suburb Guides
   Show parks, schools, cafes, transport, and local events. Help people picture life in the area.

3. Education and How To
   Explain simple steps. How to prepare a home for sale. How auctions work. How to choose a property manager. Keep it short and clear.

4. Proof and Social Proof
   Share results, reviews, case studies, behind the scenes of negotiations, and vendor stories. This builds trust.

5. Personal and Community
   Show your team, your values, charity work, local small business features, and what you love about your patch. People hire people they like.

Pillar ideas and examples you can use right away

Pillar 1. Listings and Sneak Peeks
• One minute walkthrough that highlights three features and the best room
• Two photo carousel with a simple call to book an inspection
• Short video answering a common buyer question about the home
• Coming soon post with one teaser photo and suburb name
• Auction day countdown and quick wrap after the result
• Weekly list of open home times for Saturday

Pillar 2. Local Lifestyle and Suburb Guides
• Three best playgrounds within five minutes of the listing
• Quick tour of a new cafe and why locals like it
• Map post showing transport options and travel times to the CBD
• School spotlight with a two sentence summary and a link in bio
• Local weekend guide with one event pick for families
• Street of the week with history and price point in plain language

Pillar 3. Education and How To
• Five things to fix before photos
• Simple auction day checklist for buyers
• How to choose between private treaty and auction
• How to read a contract of sale with a conveyancer
• Rental appraisal explained in two minutes
• What a cooling off period means and when it applies in your state

Pillar 4. Proof and Social Proof
• Before and after styling carousel with days on market result
• Vendor video testimonial with one headline quote on the screen
• Just sold story that explains the buyer’s journey and how you matched them
• Case study of a price change that unlocked buyer interest
• Screenshot of a five star review with a thank you note
• Graph of inspection numbers across the campaign with one sentence insight

Pillar 5. Personal and Community
• Meet the team Monday with a friendly bio
• Your morning routine on a big open home day
• Support a local fundraiser and explain why it matters
• A short story about a lesson you learned this week
• Your favourite walking track and why locals love it
• Celebrate a local business birthday with a photo and congratulations

Set pillar targets using the 80 to 20 rule

Aim for eighty percent helpful and human content, and twenty percent sales content.
• Helpful and human includes Local Lifestyle, Education, and Personal and Community
• Sales includes Listings and Proof
This keeps your feed useful while still driving enquiry.

Build a monthly plan in 30 minutes

Step 1. Choose your five pillars and set your weekly pattern
• Monday Education and How To
• Tuesday Local Lifestyle and Suburb Guide
• Wednesday Listings and Sneak Peeks
• Thursday Proof and Social Proof
• Friday Personal and Community
• Saturday Open homes, live moments, or auction updates
• Sunday Weekly wrap with three wins and one lesson

Step 2. Brainstorm five ideas per pillar
Use the idea lists above. Keep each idea to one clear message.

Step 3. Map ideas to a four week calendar
• Week 1 Education post about photo prep
• Week 2 Education post about auction steps
• Week 3 Education post about contracts
• Week 4 Education post about choosing a property manager
Repeat this for each pillar.

Step 4. Batch create
• Script all short videos in one session
• Film on one morning with good light
• Design all carousels in one Canva file
• Write all captions in one document

Step 5. Schedule and post
• Use Meta Business Suite for Facebook and Instagram
• Use LinkedIn native scheduling for LinkedIn
• Keep push notifications on so you can reply fast

A sample 30 day pillar schedule

Week pattern repeats for four weeks
• Monday Education
• Tuesday Local Lifestyle
• Wednesday Listing
• Thursday Proof
• Friday Personal
• Saturday Open homes or Auction
• Sunday Weekly wrap

By the end of 30 days you will have twenty eight to thirty posts that build brand, trust, and enquiry without guessing.

Repurpose each post for every platform

Instagram
• Reels for tours, tips, and local highlights
• Stories for questions, polls, and open home reminders
• Carousels for how to steps and case studies

Facebook
• Longer captions for community and event posts
• Live for auction day and open home updates
• Albums for listing photo sets

LinkedIn
• Market update and case studies with a professional tone
• Thought leadership on pricing, negotiation, and vendor care
• Celebrate milestones and community work

TikTok or YouTube Shorts
• Snappy tips in under thirty seconds
• Fast room highlights with captions on screen

One recording session can feed all channels. Trim, caption, and post in the native sizes for each platform.

Write captions that fit the pillar

Use this simple format
• Hook. One short line that names the problem or promise
• Value. Three bite size points or one clear step
• Next step. Book an inspection. Send a message. Download the checklist

Example for Education pillar
• Hook. Selling soon and not sure where to start
• Value. Tidy the front entry. Fix small repairs. Book photos after a sunny day
• Next step. Send me a message for the full pre sale checklist

Easy AI prompt templates for each pillar

Use these prompts in your favourite AI tool. Paste and personalise.

Education and How To
Write a simple three step guide for first home buyers in Brisbane about how an auction works. Use friendly tone, Australian spelling, and plain words. Add a one line call to action to message for open home times.

Local Lifestyle and Suburb Guide
Create a 100 word post about life in Paddington Brisbane for families. Include parks, schools, and weekend cafes. End with a question that invites comments.

Proof and Social Proof
Turn this five star review into a short story that explains the challenge and the result. Keep it under 120 words and add one thank you line.

Listings and Sneak Peeks
Write a 60 second voiceover script that highlights three features of a three bedroom home in Ashgrove. Keep it warm and clear.

Personal and Community
Draft a 90 word post about our team volunteering at a local event this weekend. Invite the community to come say hello at our stall.

Measure what matters for each pillar

Track weekly and improve monthly.

Engagement
• Likes, comments, shares, and saves
• Watch time for videos and retention at 3 seconds and 15 seconds

Traffic and leads
• Profile visits and link clicks
• Enquiries from messages and forms
• Open home check ins and appraisal requests

Trust signals
• Review count and average rating
• Referral mentions in comments and DMs

Listings and sales impact
• Inspection numbers week by week
• Offers or registered bidders
• Days on market and clearance outcomes

Choose three numbers that relate to your goals and review them every Sunday.

Keep your content safe and compliant

• Always get written consent before posting people in photos or videos
• Blur number plates and personal documents
• Use correct disclaimers when sharing market data or price guides
• Follow platform rules for promotions and competitions
• Check your brand guidelines for logo use and colours
• Be careful with tenancy content. Never share private tenant details

Your simple weekly workflow

1. Plan on Friday
   List next week’s seven posts by pillar and idea

2. Create on Monday morning
   Film two to four short videos
   Design two carousels
   Write three captions

3. Schedule on Monday afternoon
   Load posts into your schedulers
   Prepare story reminders for open homes

4. Engage daily
   Reply to comments within one hour during the day
   Answer messages with friendly questions that move the chat forward

5. Review on Sunday
   Check your three key numbers
   Keep what worked
   Change what did not

A one week starter kit you can copy

Monday Education
• Caption idea. Three small fixes that help your photos shine
• Visual. Carousel with before and after of entry, kitchen, and garden
• Call to action. Message for my full photo prep list

Tuesday Local Lifestyle
• Caption idea. Two schools and one park families love in your suburb
• Visual. Reel with quick clips and on screen labels
• Call to action. Comment with your favourite weekend spot

Wednesday Listing
• Caption idea. Walkthrough with three features in sixty seconds
• Visual. Reel filmed in vertical with captions
• Call to action. Book an inspection through the link in bio

Thursday Proof
• Caption idea. Case study of a recent sale with one key lesson
• Visual. Photo of the home and a simple graph of interest across the campaign
• Call to action. Ask for a free price update

Friday Personal and Community
• Caption idea. Meet the team with one fun fact and why they love the area
• Visual. Bright photo with a warm smile
• Call to action. Say hello at this weekend’s open homes

Saturday Open Homes or Auction
• Caption idea. Morning schedule plus one tip for buyers attending
• Visual. Story sequence and one short live clip
• Call to action. Save this for later and share with a friend who is coming

Sunday Weekly Wrap
• Caption idea. Three wins and one lesson from the week
• Visual. Photo of a local sunset or a tidy desk
• Call to action. What would you like to see next week

Final tips to keep your pillars strong

• Keep it simple. One post. One message.
• Show your face often. People connect with people.
• Use captions on all videos so they make sense without sound.
• Repeat your best ideas every few months with a fresh angle.
• Stay consistent. A clear rhythm beats random bursts every time.

With five clear pillars, a weekly rhythm, and simple prompts, your social media becomes a steady engine that grows trust, builds your brand, and turns attention into appointments.

Author Ken Hobson
ken@agentslibrary.com.au