Social Media Etiquette for Real Estate Professionals

Why social media etiquette matters

Social media is where many people form their first idea of you. In property, trust is everything. Good etiquette helps you look professional, win more appraisals, attract buyers, and protect your licence and brand. Poor etiquette can cost you listings, create complaints, and waste hours that do not bring results. This guide explains simple rules that anyone can follow. Every tip is written for people working in real estate across Australia, from solo agents to large offices.

Core principles to guide every post

Keep these principles in mind each time you post, comment, or reply.

• Be respectful

• Be accurate

• Be helpful

• Be consistent

• Be transparent

• Be kind when you disagree

• Be calm when others are not

• Be legal and fair under local laws and platform rules

Set up your profiles for professionalism

Your profiles are your shopfront. Spend one hour setting them up properly and you will save many hours later.

• Profile photo

  • Use a clear headshot with a simple background

  • Smile and look into the camera

• Cover image

  • Use a local suburb scene or a tasteful property image you have the right to use

• Bio

  • Explain who you help, where you work, and how you help

  • Example

    • Helping families in Tarragindi and Holland Park move with confidence

• Contact details

  • Add phone, email, and a link to your listings or website

• Compliance note

  • Include your office name and licence details in the About section where relevant

• Highlights and pinned posts

  • Pin one post that explains your services and one post that links to current listings

• Consistent naming

  • Use the same name and handle across platforms so people can find you easily

Posting rules that protect your brand

Think of these as your house rules. They are simple and strong.

• Do not post when angry or tired

• Avoid gossip about competitors or clients

• Never guess about price, zoning, or legal rights

• Share helpful tips, not just listings

• Use correct spelling and tidy formatting

• Add subtitles to videos so people can understand with the sound off

• Keep brand colours and fonts consistent with your agency style

• Always credit photographers and creators when required

• Post at times your local audience is active, such as early morning, lunchtime, or early evening

Property content etiquette

Property posts are powerful and sensitive. Use care before you hit publish.

• Get written permission from the vendor before posting photos or video

• Check tenancy rules before showing occupied homes

• Hide items that show personal details such as mail, awards, school uniforms, or number plates

• Avoid revealing home security features or alarm panels

• Confirm that your photo licence allows social media use

• Respect neighbours

  • Do not show children or people who have not agreed to be filmed

• Be truthful about features and location

• Avoid words that suggest guarantees, such as sold in days or best price without proof

• Add clear notes where price is not disclosed, such as price on request

• Use captions that help buyers, for example

  • Three minute walk to the ferry

  • North facing living room with natural light all day

Privacy and consent made simple

Privacy mistakes spread fast online. Protect clients and yourself.

• Collect only the information you need for your post

• Ask for permission before sharing client names, faces, or testimonials

• Use simple consent language in writing

  • I would like to share your review and first name on my Facebook and Instagram

• Store consent notes with your listing file

• If someone asks you to remove a post that features them, do it quickly and politely

Direct messages and inbox etiquette

A friendly inbox builds trust and wins business. Treat every message like a walk in to your office.

• Reply within one business day

• Use a warm tone and short sentences

• Answer the question first, then add one helpful next step

• Move complex chats to a call or email

• Use quick reply templates for common questions

  • Open home time

  • Contract request

  • Rental enquiry

• Sample replies

  • Thanks for your message. The open home is Saturday at 10. I can email the contract if you share your best email

  • I appreciate your interest. The owners are reviewing offers. Would you like me to update you if anything changes

Commenting and community behaviour

Your comments are seen by many more people than you think. Make them count.

• Add value, do not chase arguments

• Thank people who share kind words

• If someone is upset, reply once with care and invite them to contact you privately

• Never post private details in public comments

• Avoid sarcasm. It often reads as rude online

• Use local groups wisely

  • Help with school fairs, sports results, or council updates

  • Share useful maps and guides

  • Do not spam listings. Once each week in a group is usually enough if the rules allow it

Reviews and testimonials etiquette

Social proof must be honest and clear.

• Ask for permission before sharing reviews

• Do not change the meaning of a client’s words

• Shorten long reviews with a clear note such as edited for length

• When you receive a negative review

  • Thank them for the feedback

  • Acknowledge their experience

  • Offer a direct line to resolve the issue

  • Example

    • I am sorry we fell short. I would like to learn more and fix this. Please call me on the number in my bio

Handling mistakes and mini crises

Everyone slips up at some point. What you do next is what people remember.

• Pause all scheduled posts for a short time

• Assess what happened and collect the facts

• Write a clear and sincere apology if you caused harm

• Correct the error and explain the fix in simple terms

• Learn and update your checklist so it does not happen again

• If comments are harmful or abusive, hide or report them and keep a record

Live streams, open homes, and auctions

Live video feels personal and real. Use these steps to keep it safe and professional.

• Plan your talking points so you stay calm and clear

• Do a quick walk through before you go live to check light and sound

• Place a small notice at the door of an open home to inform visitors that filming may occur for marketing

• Do not film people who ask not to be filmed

• Keep the camera steady and move slowly

• Focus on features that matter to buyers

  • Storage

  • Natural light

  • Floor flow

• Save the live and add a caption with key information for people who watch later

Political and sensitive topics

Your audience has many views. Stay focused on property and local community.

• Avoid taking sides on political debates from your business profiles

• Share factual community information from trusted sources

• If you wish to speak about personal views, do it from a personal profile and keep it respectful

• Never post about a client’s private situation or personal hardship

Advertising etiquette people trust

Paid posts are part of modern marketing. Run them with care.

• Label ads correctly using the platform ad tools

• Keep claims realistic and clear

• Use real photos and accurate floor areas

• Avoid misleading before and after edits

• Monitor comments and remove harmful spam quickly

• Provide a simple path to contact you, such as a lead form or a landing page with your details

• Keep copies of your ads and budgets for your records

Platform by platform tips

Every platform has its own culture. Match your style to the space.

• Facebook

  • Great for local groups and long captions

  • Use albums for listings and events

  • Reply to comments the same day

• Instagram

  • Focus on strong photos, short Reels, and Stories

  • Use location tags and simple hashtags

  • Save Stories to Highlights such as Sold, Testimonials, Suburb Guides

• LinkedIn

  • Share market insights and professional wins

  • Thank partners such as stylists, conveyancers, and photographers

• TikTok

  • Short, helpful clips about buying, selling, rentals, and suburb life

  • Keep language clean and educational

• YouTube

  • Longer tours, suburb guides, and vendor education

  • Use clear titles and chapters for easy viewing

Scheduling and automation with heart

Tools save time. Etiquette keeps them human.

• Write posts in your voice and read them aloud before scheduling

• Check public holidays and sensitive local events before content goes live

• Do not schedule the same post too often

• Mix content types

  • Listings

  • Local stories

  • Tips

  • Testimonials

  • Behind the scenes

• Review comments daily so people feel heard

• If a major event happens in your area, pause scheduled posts and review tone

Simple content that always feels polite

These content ideas are helpful, safe, and easy to create.

• Suburb snapshot with sales volume and median days on market

• Five things buyers love in this pocket

• What to fix before photos

• How to choose a conveyancer

• Auction day checklist for first time bidders

• Market wrap in ninety seconds

• Local business spotlight with two questions

• Vendor story with consent and clear outcomes

Words to use and words to avoid

Language shapes how people feel about you.

• Use

  • Please and thank you

  • Could and would

  • Let us and we

  • Happy to help

  • Here is how I can assist

• Avoid

  • Shouting in all caps

  • Insults or sarcasm

  • Promises that sound like guarantees

  • Jargon that buyers and sellers do not understand

Team etiquette and approvals

If you work with a team, set clear rules so everyone posts with one voice.

• Create a one page brand guide with colours, fonts, logos, and tone

• Make simple templates in Canva for listings and reviews

• Decide who can approve property posts and who checks compliance

• Keep a shared calendar of planned posts and key dates

• Train new team members on privacy and consent before they post

Measuring and improving your manners

Good etiquette should also bring good results. Review your data each month.

• Track

  • Follows

  • Saves and shares

  • Comments and messages

  • Landing page visits

  • Enquiries that mention social media

• Ask yourself

  • Which posts started real conversations

  • Which topics got useful questions

  • Which videos held attention

• Keep the winners and retire the weak content kindly

Quick etiquette checklist before you publish

Run through this list each time. It takes one minute and saves many headaches.

• Is this respectful and helpful

• Do I have permission to share this content

• Does this protect client and tenant privacy

• Are the facts correct and current

• Is the spelling clean and the layout tidy

• Have I credited the photographer or source when needed

• Would I say this face to face at an open home

• Does the image avoid personal items and security details

• Is the call to action clear and gentle

• Have I set a friendly tone and simple words

• Am I ready to reply to comments today

• Is this the right platform for this message

• Does this align with my brand promise

• If this went viral tomorrow, would I be proud of it

• If a client asked me to remove it, could I do so quickly

Social media etiquette is not about being perfect. It is about being thoughtful every day. When you share with care, answer with kindness, and keep your promises, people notice. That is how you build trust online and in your local streets. Use this guide as your daily compass. Keep it simple. Keep it respectful. Keep it helpful. Your future listings will thank you.

Author Ken Hobson
ken@agentslibrary.com.au