Social Media Posting Calendar: How Often Should Agents Post?

A clear posting calendar keeps you calm and consistent. It helps you show up every day without the stress of guessing what to post. This guide gives you simple numbers, easy routines, and ready to use calendars. Everything is written for busy agents who want steady reach, strong trust, and more appraisals.

The simple rule to follow

Start with this rule. Be consistent and balance value with sales.

• Post helpful and human content most of the time

• Mix in property posts in a smart way

• Show up often enough to be remembered

• Do not post so much that people tune out

A good target is the 80 and 20 mix. Aim for 80 percent value and community and behind the scenes. Aim for 20 percent direct sales content such as listings, solds, and calls to action.

Posting frequency by platform

Use these ranges. Choose the low end if you are new. Move toward the high end as you build a system.

• Instagram feed

  • Three to five posts each week

  • Three to five Reels each week

  • Stories every day with five to ten short frames

• Facebook page

  • Five to seven posts each week

  • One to two Reels each week

  • Events for open homes and auctions as needed

• LinkedIn

  • Three to five posts each week

  • One article each month for deeper insight

• TikTok

  • Three to seven short videos each week

  • Use listings, area tips, and quick answers

• YouTube

  • One video each week or one every two weeks

  • Three to five Shorts each week if you can

• Google Business Profile

  • One to two updates each week

  • Add photos from every open home and auction

These ranges keep you visible without burnout. If your week is packed, keep Stories running and post at least three feed posts across your main channels.

Best times to post

Pick two or three daily windows that suit your area and routine.

• Before work. Seven to eight in the morning

• Lunch time. Twelve to one in the afternoon

• Evening wind down. Seven to eight at night

• Saturday bursts during open homes and auctions

Try one window for two weeks. Review results. Keep the best time and test a second time slot.

Your daily rhythm

Keep your day simple. Use these building blocks.

• Morning

  • One helpful post or Story. Market stat, buying tip, renovation idea, or a local coffee spot

• Midday

  • One engagement post. Poll, question box, or behind the scenes

• Evening

  • One trust post. Client story, review, or agent insight

You do not need all three every day. Hitting two of the three is a win.

Your weekly content beats

Give each day a theme so planning is easy.

• Monday. Market wrap or coming soon teaser

• Tuesday. New listing or feature of the week

• Wednesday. Client story or review

• Thursday. Local business or suburb spotlight

• Friday. Open home invites and weekend plan

• Saturday. Live updates from open homes or auctions

• Sunday. Week in review and next week preview

Repeat these beats every week. People love routine. Platforms do too.

Monthly and quarterly rhythm

Add a bigger pattern so you build depth over time.

• Monthly

  • Suburb market update

  • One long form post or video that teaches

  • One personal brand post such as why you work in real estate or your story

  • One lead magnet or free checklist offer

• Quarterly

  • Area report for your core suburbs

  • Community project update

  • Vendor and buyer journey videos refreshed

A two week listing launch calendar

Use this day by day plan for new listings. Adjust for private treaty or auction.

• Three days before launch

  • Teaser Story and one Reel that hints at the home

  • Email and message buyers in your list that match the price bracket

• Launch day

  • Instagram feed carousel with hero image, address, key features, and call to action

  • Facebook post plus a short Reel

  • LinkedIn post with price guide and buyer profile

  • Google Business Profile post with photos

  • Update portals and add a UTM tracked link in your bio or Link in Bio page

• Day two

  • Stories walk through. Ten frames. Entry to backyard

  • Answer three common questions in a Q and A box

• Day three

  • Reel on one hero feature such as kitchen or view

  • Share one nearby lifestyle benefit

• Day four

  • Vendor quote. One line about why they loved living there

  • Invite private inspections

• Day five

  • Short video on comparable sales and buyer fit

  • Retargeting boost for the Reel if budget allows

• Open home week

  • Monday reminder post

  • Wednesday mid week update or new photo set

  • Friday final reminder with times and map

  • Saturday live Story from open home

  • Sunday thank you and next steps

• Week two

  • New angle Reel

  • Handle objections post such as strata fees, building age, or layout

  • Book second open home or private showings

  • Share one local proof point such as school catchment or commute time

Repeat a lighter version in week three if the campaign continues.

Open home week calendar

Use this simple schedule every week you have opens.

• Monday

  • Post the schedule and add events on Facebook and Google

• Tuesday

  • Behind the scenes prep

• Wednesday

  • Feature a common buyer question and answer

• Thursday

  • What to expect at the open and parking tips

• Friday

  • Final reminder and a short video invitation

• Saturday

  • Live updates and Stories

• Sunday

  • Thank you post and link to request a copy of the brochure

Auction week calendar

If you run an auction campaign, add these steps.

• Seven days out

  • Auction countdown graphic and carousel

• Three days out

  • Why buy at auction short video and bidding steps

• One day out

  • Final open times and registration details

• Auction day

  • Live Stories and a short post result

• Post sale

  • Case study and buyer profile. Protect privacy and follow office rules

What to do on slow weeks

Keep your presence even when stock is light.

• Share area data in simple words

• Post price bracket guides by suburb

• Create a buyer FAQ series

• Record a vendor tips series on presentation, timing, and strategy

• Repost evergreen content with a fresh hook

Batching and scheduling workflow

Create your weekly stack in two hours.

• Plan twenty ideas for the month using the beats

• Film ten short videos in one session

• Take a fresh set of local photos

• Write four longer captions for the week

• Schedule posts into your chosen tools

• Set daily reminders to add Stories and reply to comments

Keep a content library on your phone. Save clips of streets, parks, cafes, schools, and beaches. You can turn these into quick Reels whenever you need a filler post.

Quality and compliance checklist

Before you post, check these points.

• Value first. Does this help buyers, sellers, landlords, or tenants

• Clear call to action. Ask for a message, a viewing, or a download

• Accurate and fair. No misleading claims about price or features

• Privacy safe. No names or faces without permission

• Branding tidy. Same fonts, colours, and contact details across posts

• Captions readable. Short sentences and clear line breaks

• Hashtags local and relevant. Use suburb and property type tags

• Accessibility. Add alt text and captions on videos

Quick prompts for each day

Copy and paste these into your notes to spark ideas.

• Monday

  • This week in our suburb. Three fast facts

• Tuesday

  • New listing. The three features buyers will love

• Wednesday

  • Client story. One obstacle and how we solved it

• Thursday

  • Local spotlight. Why we love this cafe or park

• Friday

  • Weekend plan. Open times and what to bring

• Saturday

  • Today at the open home. One highlight and one tip

• Sunday

  • Week in review. What we learned and what is next

A sample weekly calendar

Here is a simple plan to follow every week.

• Instagram

  • Three feed posts. One listing, one local, one trust

  • Three Reels. One home, one area, one quick tip

  • Daily Stories

• Facebook

  • Five posts. Mirror your Instagram and add events

  • One Reel

• LinkedIn

  • Three posts. Market view, case study, and lesson learned

• YouTube

  • One ten minute video or two Shorts

• Google Business Profile

  • One photo set and one update

A 30 day fill in calendar

Use this as your monthly map. Replace items that do not fit your stock or area.

• Week 1

  • Day 1. Market update

  • Day 2. New listing carousel

  • Day 3. Buyer tip Reel

  • Day 4. Local business post

  • Day 5. Open home invite

  • Day 6. Live Stories from opens

  • Day 7. Thank you and lead magnet post

• Week 2

  • Day 8. Client review post

  • Day 9. Feature of the week video

  • Day 10. Behind the scenes prep

  • Day 11. Suburb spotlight

  • Day 12. Ask me anything box

  • Day 13. Live Stories

  • Day 14. Week in review

• Week 3

  • Day 15. Problem and solution post

  • Day 16. Carousel of nearby amenities

  • Day 17. Vendor tip video

  • Day 18. New photo set

  • Day 19. Event reminder

  • Day 20. Live Stories

  • Day 21. Market myth busting post

• Week 4

  • Day 22. Case study

  • Day 23. How to book a free price update

  • Day 24. Team or partner intro

  • Day 25. School or transport info

  • Day 26. Final open home push

  • Day 27. Auction or result update

  • Day 28. Month in review and what is next

• Final two days if the month is long

  • Day 29. Best moments of the month

  • Day 30. Poll about what content people want next month

How to measure and adjust

Review your results every two weeks. Keep it simple.

• Reach

  • Are more locals seeing your posts

• Engagement

  • Are people saving, commenting, voting, or replying

• Leads

  • How many appraisals or buyer inspections came from posts

• Time

  • How long did content take to create

Double down on what works. Cut what does not. Protect your time by batching, scheduling, and using your beats. Your goal is to show up every week with steady value, clear calls to action, and human stories. If you do that, your calendar will feel natural, your brand will feel strong, and your pipeline will grow.

Author Ken Hobson ken@agentslibrary.com.au