The Top Mistakes Agents Make on Social Media (And How to Fix Them)

Social media can fill your pipeline with local buyers, sellers, landlords and tenants. It can also waste time if it is done the wrong way. This guide shows the common mistakes many agents make and gives you clear fixes that work in our market. Use it to raise your brand, win more appraisals and build trust in your local area.

Why Social Media Matters For Property

• Most clients check your profiles before they call

• Your posts can reach people in your farm area for little cost

• Short videos and stories build trust fast

• Strong profiles help your portals and website perform better

• Consistent posting keeps you top of mind for the next move

Mistake 1: Posting Only Listings

Your feed becomes a catalogue. People tune out.

Fix

• Use a simple mix

  • Four value or local posts for every one listing

• Content pillars to rotate

  • Local suburb news and small business spotlights

  • Buyer and seller tips

  • Behind the scenes of your open homes and auctions

  • Success stories and reviews

  • Market snapshots by suburb

• Keep listings, just not all the time

Mistake 2: Inconsistent Posting

A burst of posts, then silence. The algorithm and your audience forget you.

Fix

• Set a steady plan

  • Three feed posts each week

  • Three to five stories most days

  • One reel each week

• Batch create for the next week every Monday for 45 minutes

• Use a simple calendar and stick to it

Mistake 3: No Clear Audience

Trying to talk to everyone means you reach no one.

Fix

• Choose your farm area and two priority groups

  • Upsizing families in your suburb

  • Downsizers in nearby over 55 communities

  • First home buyers in key price bands

  • Local investors and landlords

• Write each post for one group only

Mistake 4: Low Quality Photos And Video

Dark rooms and shaky video push people away.

Fix

• Phone checklist for every shoot

  • Clean lens, 4K 30 fps, grid on

  • Face the light, never shoot into bright windows

  • Hold steady or use a small tripod

• Film each room with a slow walk and a slow pan

• Add captions before posting so viewers can watch with sound off

Mistake 5: Weak Hooks

People decide in the first three seconds if they will watch.

Fix

• Start every video with a clear hook

  • Buyers: Three ways to win a home in this suburb

  • Sellers: The one change that added ten percent to this sale

  • Landlords: The two checks that stop costly vacancies

  • Tenants: How to stand out in a tight rental market

• Put the hook as on screen text as well

Mistake 6: No Call To Action

People do not know the next step.

Fix

• Add one clear call to action on every post

  • Comment the word Guide for my suburb report

  • Message me Open to get Saturday times

  • Tap the link in bio for the full photo set

  • Call for a five minute price check today

• Use simple contact buttons on Facebook and Instagram

Mistake 7: Ignoring Comments And DMs

Slow replies lose leads.

Fix

• Daily inbox routine, two quick blocks

  • Morning: clear comments and messages

  • Late afternoon: clear again

• Saved replies to speed things up

  • Thanks for your message. I can help. What street are you in

  • I will send Saturday times now. Do you need a video walk through

• Move hot leads to call or meeting within the same day

Mistake 8: No Social Proof

People want proof you get results in their street.

Fix

• Share short case studies

  • Problem, action, result format

  • Include suburb, property type, days on market and buyer pool

• Ask for reviews right after settlement or lease sign

• Repost reviews to your feed, stories and highlights

Mistake 9: Hard To Contact You

Great content does not help if people cannot reach you fast.

Fix

• Profile checklist

  • Clear headshot

  • Role and suburbs served

  • One line value promise

  • Phone number and email

  • Link in bio to one simple page with contact, appraisal form, current listings and recent sales

• Turn on action buttons like Call Now and Email

Mistake 10: Boosting The Wrong Way

Boosting random posts to a broad area wastes money.

Fix

• Boost with intent

  • Choose posts with a clear call to action

  • Target a five to ten kilometre radius around your core suburbs

  • Age and interests that match your audience

  • Daily budget you can keep running for seven days

• Watch results and refine weekly

Mistake 11: Skipping Stories And Reels

Short form content is where attention sits today.

Fix

• Stories you can post today

  • Open home prep

  • Auction day moments

  • Local cafe shout out

  • Quick market stat

• Simple reel template

  • Hook, three points, call to action

  • Keep it under 30 seconds

  • Add captions and cover image with title text

Mistake 12: Generic Templates And Off Brand Look

Mixed colours and fonts make you look messy.

Fix

• Build a brand kit

  • Two colours, two fonts, logo and a layout style

  • Use the same style on every post

• Create reusable frames for market updates, just listed, just sold, testimonials and tips

Mistake 13: No Privacy Or Consent Process

Social posts that show people or private details can cause issues.

Fix

• Always get written consent before showing a person, child or a car plate

• Never post personal data or alarm codes

• Keep keys and access details off camera

• Ask your office to review any post you are unsure about

Mistake 14: No Plan For Each Platform

Copy and paste the same thing everywhere and it falls flat.

Fix

• Facebook

  • Community stories, albums, events, live streams

• Instagram

  • Reels, stories, short tips, behind the scenes

• LinkedIn

  • Market insights, long form posts, client wins and lessons

• TikTok

  • Short suburb guides and simple buyer and seller tips

Mistake 15: Not Measuring Results

If you do not measure, you cannot improve.

Fix

• Keep a simple scoreboard each week

  • Followers gained

  • Reach in your core suburbs

  • Comments and messages

  • Enquiry count from social

  • Appraisals booked from social

• Improve one number each week with a small test

Quick Social Media Audit You Can Do Today

• Profile photo clear and recent

• Bio states who you help and where

• Link in bio points to a single action page

• Last nine posts show variety across your pillars

• At least one reel in the last seven days

• Highlights set for Listings, Sold, Reviews, Suburb Guides and Team

• Phone and email easy to find

• Replies to comments and DMs within one business day

• At least one post with a strong call to action this week

Two Week Fix Plan

Week One

1. Set your brand kit and content pillars

2. Write or record three value posts

3. Record one reel with a strong hook

4. Update your bio and link in bio page

5. Create five saved replies for common questions

Week Two

1. Share two local stories and tag the businesses

2. Post one case study with result and lesson

3. Boost your best performing post to a tight radius

4. Add all new reviews to feed, stories and highlights

5. Review numbers and choose one small test for next week

Ready To Use Hooks

• The one thing that adds value in our suburb right now

• Three mistakes first home buyers make and how to avoid them

• How we found five extra buyers for this sale

• Two ways to lift your weekly rent without a full renovation

• The simple script that gets more offers on auction day

Ready To Use Calls To Action

• Comment Map to get my suburb price map

• Message me Open for Saturday times

• Tap the link in bio for the full photo set

• Call me for a two minute price check today

• Send the word Rent to get our landlord checklist

Post Templates You Can Copy

Suburb Market Update

• Hook: Here is what changed in the last 30 days in your suburb

• Three points

  • Median price and trend

  • Number of sales or new rentals

  • Average days on market

• Call to action: Comment Report for the full suburb report

Just Sold Case Study

• Hook: How we sold this home in seven days above guide

• Problem: Soft mid week enquiry

• Action: Targeted video, private buyer calls, weekday twilight showing

• Result: Three offers, sold above guide

• Call to action: Thinking of selling, message me Plan for a copy of the step by step plan

Buyer Tip Reel

• Hook on screen: Do this before your next open home

• Three points

  • Get finance letter ready

  • Set a top price and stick to it

  • Ask the agent for a contract before the weekend

• Call to action: Save this for Saturday and share with your partner

Weekly Workflow That Fits A Busy Diary

• Monday

  • Batch one reel and two value posts

• Wednesday

  • Post a local story and reply to messages

• Friday

  • Share a case study or review

• Saturday

  • Stories from open homes with captions

• Sunday

  • Plan next week and update your scoreboard

Simple Toolkit To Stay Consistent

• Notes app for hooks and story ideas

• Phone tripod and lapel mic for clear video and audio

• Caption app for automatic subtitles

• Link in bio page with contact buttons and lead forms

• Calendar reminder for your two daily inbox blocks

You do not need fancy gear or long edits. You need a clear plan, steady posting and fast replies. Focus on value for your local audience, show your wins with proof and make it easy to contact you. Fix these common mistakes and your social media will start real conversations that lead to appraisals, listings and leases.

Author Ken Hobson
ken@agentslibrary.com.au