Why Real Estate Agents Must Be Active on Social Media Today

Social media is now the front door to your brand. Buyers and sellers scroll before they call. They read reviews before they book an appraisal. They compare agents by the way they present listings and share results. If you are quiet online, you look quiet in business. If you show up with value, you get remembered and invited in.

This guide explains why being active matters and how to do it in a simple way that fits a busy schedule. Everything here is designed for real estate, with plain steps, useful templates, and a daily plan you can start today.

The big shift you cannot ignore

• People spend hours each week on Facebook, Instagram, TikTok, LinkedIn and YouTube

• Most property searches and agent research begin on a phone

• Trust now grows in public view through stories, comments and reviews

• The first impression is often your last ten posts, not your last ten sales

When you show up where people already are, you win attention without chasing. When you stay consistent, your community sees you as the friendly guide who knows the local market and cares about results.

What being active actually means

Being active does not mean posting random content. It means a steady rhythm of helpful, local and human updates that show you are open for business.

• Post three to five times each week

• Share one story most days

• Reply to comments and messages within one business day

• Show proof of work with listings, opens, offers and solds

• Add value with tips, checklists and short market notes

• Ask for reviews and showcase them

Why it matters for prospecting and listings

• Top of mind
  People call the agent they see often. Consistency beats one big ad.

• Trust and proof
  Social proof replaces guesswork. Reviews, case studies and sold posts reduce fear.

• Lead flow
  Stories, reels and short videos turn attention into appraisals and buyer enquiry.

• Speed and cost
  It is faster and lower cost to reach locals on social than many old media options.

• Control of your brand
  You tell your story in your words with your wins and your values.

• Vendor confidence
  Owners check your feed when choosing who to list with. A strong feed helps secure the signature.

Where to focus by platform

• Facebook
  Best for local community reach, groups, events, reviews and open home promotion.

• Instagram
  Great for property visuals, reels, stories, behind the scenes and agent branding.

• TikTok
  Short, helpful videos that reach new audiences and younger buyers.

• LinkedIn
  Professional network for referral partners, developers, business owners and recruitment.

• YouTube
  Longer tours, suburb guides and evergreen content that works while you sleep.

You do not need them all at once. Choose two to start. Nail them. Add more later.

Three content pillars that never run out

• Proof of work
  Listings, opens, offers, auctions, sales, reviews and case studies.

• Local knowledge
  Suburb spotlights, price trends, buyer tips, vendor checklists, school zones, transport and new projects.

• Human and helpful
  Meet the team, day in the life, community causes, small business shout outs and real answers to common questions.

A simple daily routine in twenty minutes

• Five minutes
  Reply to comments and inbox messages. Use names. Thank people.

• Ten minutes
  Post one item using a template from this guide. Add a clear call to action.

• Five minutes
  Film a quick story. Example
  Today’s open times, one buyer tip, or a thirty second market stat.

Do this each weekday. Consistency compounds.

A weekly workflow that keeps you organised

• Plan on Monday
  Batch three posts and two stories for the week
  Choose one reel topic and one community feature

• Capture through the week
  Take short clips at opens, on the street and at listing photo shoots
  Save all to a shared album for easy use

• Schedule on Friday
  Use a scheduling tool to line up next week’s posts
  Write captions with clear calls to action

• Review on Sunday
  Check reach, saves, shares and messages
  Note what worked and do more of it

Ready to use post templates

Copy these into your voice. Add local details and a strong call to action.

• New listing
  Fresh to market. Number of beds, baths, car. Best features in three dot points. First open time. Want details or a private tour. Comment or message me.

• Open home invite
  Doors open on day and time. Quick feature line. Bring your questions. I will be on hand to help. Save this post and share with a friend who is looking.

• Auction reminder
  Auction this Saturday at time. Final viewings today. Guide range. Call or message to register.

• Just sold
  Sold in number of days with number of groups through. More buyers missed out and still looking in suburb. Thinking of selling. Let us chat about your plans.

• Buyer wants
  We have qualified buyers searching for three bed homes in suburb under price. If you are considering a move, I can bring private buyers to you. Message me.

• Market update
  This week in suburb. Number of new listings, number of sales, median days on market. If you want a quick price check on your home, send your address.

• Testimonial
  Thank you to client name for these kind words. I am proud we achieved result. If you want a smooth sale with a clear plan, let us talk.

• Community shout out
  Local cafe of the week. Best item to try. Say hi to owner name. Love supporting local.

Story and reel ideas you can film this week

• One tip to prepare for open homes

• What a buyer should ask at an inspection

• Three quick ways to add value before sale

• How to read a contract with your solicitor

• A thirty second tour of a street or park

• A myth you hear often and the truth

• How multiple offers are handled

• The journey of a listing from photos to sold

Keep videos short. Speak like you would to a friend. Use captions for quiet viewing.

AI prompts to speed up your content

Use these prompts with your favourite AI tool. Paste, then add your details.

• Persona
  You are a friendly local real estate professional who helps homeowners and buyers make confident choices.

• Context
  Suburb, price points, property types, common buyer profiles, and this week’s activity.

• Goal
  Produce a short social post or a forty five second video script that teaches and invites action.

• Format prompts

  1. Write a Facebook post that invites locals to an open home at address on date and time. Use three benefit points and a clear call to action.

  2. Create an Instagram reel script for a thirty second suburb snapshot. Include one stat, one tip and a soft invitation to message for a price check.

  3. Write a LinkedIn post that shares a case study of a recent sale. Focus on the plan we used and the result we got.

  4. Draft a TikTok hook list with ten attention grabbing first lines for property tips in suburb.

  5. Turn this review into a caption with thanks and a call to action to book an appraisal.

Metrics that matter and simple targets

• Reach
  How many people saw your content. Aim to grow ten percent month on month.

• Engagement
  Comments, saves, shares and profile taps. Aim for steady growth and more saves.

• Inbound messages
  Track how many genuine buyer and seller messages you receive each week.

• Clicks
  To your website, listings or booking page.

• Conversions
  Appraisal requests booked from social. This is the key measure to watch.

Note your numbers each Sunday. Choose one improvement for the next week.

Risk and compliance checklist

• Do not claim a result that is not true

• Keep price guides and statements accurate and current

• Get written permission to post photos, videos and reviews

• Respect privacy laws when sharing buyer or seller details

• Use your agency’s branding and licence details where required

• Keep comments respectful. Remove harmful or false claims

When in doubt, ask your office leader before posting.

Common objections and simple answers

• I do not have time
  Use the twenty minute plan. Batch on Monday. Schedule on Friday.

• I do not like being on camera
  Start with voice over tours, screen recordings and photo slides. Build up slowly.

• I am not creative
  Follow the templates and pillars. Let your work and your care do the talking.

• No one sees my posts
  Use stories and reels. Add local hashtags. Tag local places. Engage first, then post.

• I tried once and it did not work
  Social media rewards consistency. Ninety days of steady posting beats one big week.

A simple four week starter plan

• Week one
  Refresh your profiles with a clear bio, contact details, brand colours and a professional headshot. Post three times. Share four stories.

• Week two
  Add one reel and one community post. Collect one new review and share it.

• Week three
  Run a live or a Q and A story. Post a market update. Invite appraisal requests.

• Week four
  Share a case study with the steps you took and the result you achieved. Review your numbers. Plan next month with more of what worked.

Capture system that keeps you supplied with content

• Create a shared album on your phone for work clips and photos

• Save every open home clip, auction moment and vendor quote

• Keep a notes file of hooks and questions you hear each week

• Store your best captions for reuse and improvement

• Build a small library of calls to action you can rotate

Calls to action that feel natural

• Want a quick price check on your home. Send me your address.

• Like help to prepare for sale. Message me for the checklist.

• Thinking of moving soon. Book a free plan session with me.

• Curious about suburb prices. Ask for this week’s update.

• Need a quiet sale with private buyers. Let us talk options.

Final checklist

• Profiles complete with bio, phone and email

• Three to five posts planned each week

• One story most days

• Mix of proof, local knowledge and human content

• Clear calls to action on every post

• Fast replies to comments and messages

• Reviews requested and shared

• Numbers tracked weekly

• Compliance checked before posting

The takeaway

Social media is not extra work. It is the new shopfront for your brand, your service and your results. Show up with simple, helpful content. Share proof of work. Be human. Invite action. Do it each week and you will be seen, trusted and called first when it is time to sell or buy.

Start today with one post, one story and one reply. Your next listing may be one scroll away.

Author Ken Hobson
ken@agentslibrary.com.au