How to Write Captions That Spark Conversations

Why captions matter for property and profile growth

Great photos stop the scroll. Great captions start a chat. A good chat turns into a viewing, an appraisal, or a referral. Your caption is where you show care, share value, and invite a response. When you do this well, the platform shows your post to more people, which gives you more reach in your local area.

The simple four part caption plan

Use this plan for almost every post. Keep it short, clear, and friendly.

• Hook
  One short line that makes people pause and feel curious.

• Context
  One or two lines that add a fact, benefit, or a small story.

• Conversation
  One question that is easy to answer in a comment.

• Action
  One clear next step such as comment, message, save, or share.

You can remember it as Hook Context Conversation Action.

Hooks that stop the scroll

Use short lines. Use plain words. Aim for feeling or curiosity.

• Guess what buyers keep telling me this week

• Would you live near the water if the price was right

• Three things I would change before selling at [suburb]

• The kitchen is not the hero here and that is fine

• I asked ten buyers and this was the winner

Tip
Read your hook out loud. If it sounds like you, keep it. If it sounds like an ad, try again.

Questions that invite real replies

A question should be easy to answer without thinking too hard. Make it about them, not you.

• Which room matters most to you when buying and why

• Would you pick a bigger yard or a shorter commute

• What is a deal breaker for you off street parking or a second bathroom

• If you sold in [suburb], what would you do next buy or rent

• What would you upgrade first in this home and why

Use one question per caption. More than one question creates confusion.

Short stories that start a chat

Stories feel human and build trust. Keep them simple.

• Problem
  A buyer or seller had a worry.

• Action
  You did one helpful thing.

• Outcome
  They felt better or got a result.

• Invitation
  Ask if others have felt the same.

Example
A first home buyer felt lost at the open home. I gave them a two page checklist to use at every viewing. They said it helped them ask better questions. Would a copy help you too

Call to action that people actually follow

End every caption with one clear action that matches your goal.

• Comment if you want the checklist

• Message me for the price guide

• Save this if you plan to sell this year

• Tag a friend who loves character homes

• Share this with someone moving to [suburb]

Avoid vague lines like let me know. Be specific.

Tone and voice that feel human

• Write like you speak to a neighbour.

• Use short sentences.

• Drop heavy jargon.

• Be warm and honest.

• Share one feeling or one insight, not ten.

Emojis and line breaks that help readability

• Use one to three emojis to add warmth.

• Place a line break after each idea.

• Avoid all caps.

• Keep paragraphs to two or three lines.

Example
The sun hits this courtyard at breakfast time
Perfect for slow coffee and a quick read
Would you start your day here

Platform tweaks you should know

• Instagram
  Short hook, spaced lines, two or three emojis, ask for a quick comment, use location tag, three to ten simple hashtags.

• Facebook
  Slightly longer story, one clear question near the top, invite comments, consider a local group share.

• LinkedIn
  Lead with an insight from the market, add a short story or data point, ask a professional style question, keep hashtags to three.

Caption templates for common goals

New listing reveal

Hook
First look at [street name] in [suburb]

Context
Light filled living, a quiet street, and a short walk to [local feature].
My favourite part is the [standout feature].

Conversation
What is your favourite room in this home

Action
Comment guide if you want the full price guide

Open home invite

Hook
Open this [day] at [time]

Context
Three bedrooms, two baths, and a great yard for pets.
We saw strong interest at the first viewing.

Conversation
Coming along Would you like a reminder on the day

Action
Comment reminder and I will send you details

Post inspection follow up

Hook
Buyer questions from today

Context
Top three questions were about schools, strata fees, and noise at peak hour.
I answered all three here to help you compare.

Conversation
What else would you like to know before the next viewing

Action
Message me if you want the full info pack

Just sold story

Hook
Sold in [suburb] after [number] days

Context
We focused on small changes that made a big impact.
Fresh paint, styled rooms, and a clear plan for the first week.

Conversation
Thinking of selling this year What would you fix first

Action
Comment plan for my free pre sale plan

Market update

Hook
Here is what changed in [suburb] this month

Context
Median price moved by [x percent].
Days on market is now [x].
More homes are coming on next month.

Conversation
Do you feel more buyers or fewer at the moment

Action
Save this update and share with someone who is watching the market

Landlord lead

Hook
One change that can lift weekly rent in [suburb]

Context
Tenants here tell us storage matters.
Simple built in shelves can add real appeal.

Conversation
If you rent, what storage do you wish you had

Action
Message me for my five easy rent ready tips

Use proof that feels local

Local proof makes comments feel safe and real.

• Quote one buyer question you heard this week.

• Mention a local cafe, school, or park by name.

• Add a short photo note like sunset in [suburb] at 5 pm.

Example
We met three families at the park across from the home. The kids loved the space. Would you use it after school

Hashtags, tags, and location

• Use three to ten simple hashtags such as suburb name, property type, and a buyer theme.

• Tag local cafes, schools, and community pages when relevant.

• Always add the location tag on Instagram.

Keep hashtags readable and short. Example
brisbane property
paddington house
first home brisbane

The edit checklist before you post

• Does the hook fit in one line

• Does the first line make me curious

• Is the question simple to answer

• Is there one clear action

• Did I cut extra words

• Are there line breaks

• Did I use one or two emojis only

• Did I add the location tag and simple hashtags

How to test and learn in one week

• Day one
  Post a new listing with a question about lifestyle.

• Day two
  Post a story about a buyer worry and how you helped.

• Day three
  Post a market tip with a save this action.

• Day four
  Post an open invite with a reminder action.

• Day five
  Post a community feature and ask for a local tip.

• Day six
  Review which post got the most comments in the first two hours.

• Day seven
  Rewrite the top caption in a new way and post again.

Track the first two hours. Early comments teach the platform that your post is worth showing.

Thirty conversation starters you can copy

• What would you change first in this home

• Bigger yard or bigger kitchen

• City life or quiet street

• Walk to school or near the train

• Timber floors or soft carpet

• Bath lovers Which one wins for you

• Pantry goals What is a must have

• Would you add a pool here

• What would your pet love in this yard

• Do you want a study nook or a full study

• Best coffee near [suburb] Go

• If you moved to [suburb], what would you do on a Sunday

• What colour would you paint the front door

• Do you cook more on gas or electric

• Are you a morning sun person or afternoon sun person

• Would you keep the garden as is or make it low care

• What storage tip has changed your life

• How long would your commute be from here

• Which room sells a home to you

• What is your secret to a fast tidy before an open home

• What is one thing you wish you knew before you bought

• What is your favourite park in [suburb]

• If you had five thousand dollars to improve this place, where would you spend it

• Would you keep the layout or open it up

• Do you like to entertain inside or outside

• What is the must have for your next move

• Would you choose older charm or brand new

• Which school zone matters to you and why

• What storage would help your hobby

• What is one thing that would make you book a viewing today

Mistakes that hurt conversation

• Talking at people instead of asking them.

• Using a list of features with no feeling.

• Asking two or more questions in one caption.

• Hiding the call to action in the middle.

• Writing a long block with no line breaks.

• Sounding like a brochure.

• Posting and not replying to comments.

Reply to every comment and keep the chat going

A comment is a gift. Reply quickly and ask a follow up.

• Thank them by name.

• Answer in one short line.

• Ask one small follow up question.

• Invite a direct message if it becomes private.

Example
Thanks Mia. The strata is very fair. Would a full report help

Quick rewrite tool for busy days

When you feel stuck, use this fill in plan.

• Hook
  The one thing I love about [home or suburb]

• Context
  It offers [benefit one] and [benefit two] that suit [buyer type].

• Conversation
  What would you enjoy most here

• Action
  Comment guide if you want the full info pack

A seven day practice plan

• Day one
  Pick a listing photo. Write three different hooks. Choose the best one.

• Day two
  Write five questions that a child could answer. Keep the best one.

• Day three
  Take one buyer worry from this week. Turn it into a three line story.

• Day four
  Post a caption with one action only.

• Day five
  Reply to every comment within one hour. Ask one follow up.

• Day six
  Save your best two captions in a swipe file.

• Day seven
  Repeat the winner with a new photo and a fresh hook.

Swipe file to save for later

Copy these and change the local parts.

• First look at [street] in [suburb]. Bright living. Quiet street. What is your favourite room Comment guide for the full info pack.

• Here is the honest market update for [suburb]. Median moved by [x percent]. Days on market is [x]. Do you feel more buyers or fewer Save this for later.

• Sold in [suburb] after [x] days. Small changes. Big result. What would you fix first if you were selling Comment plan for my checklist.

• Open this [day] at [time]. Three beds. Two baths. Great yard. Are you coming Comment reminder for a prompt on the day.

• One easy upgrade that renters love in [suburb] Storage. Would built in shelves help you Message for five quick rent ready tips.

Final tip

Write for one person in your area. Picture them in your mind. Use their words. Ask one clear question. Invite one simple action. When you do this each day, your captions will not only look good, they will start real conversations that lead to real results.

Author Ken Hobson
ken@agentslibrary.com.au