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Between showings, listing appointments, and client calls, social media can feel like just one more thing on your plate, but it’s also one of the most powerful ways to attract new clients, stay top of mind, and showcase what makes you the agent to call.
The trick? Knowing what to post, where to post it, and when it will actually make an impact.
That’s where this cheat sheet comes in. Whether you’re building your brand or leveling up your digital presence, we’ve broken down the most popular platforms, what works best on each, how often to post, ideal image sizes, and the best times to show up. No fluff, just real-deal guidance designed for real estate pros.
Use the tips below to streamline your social media strategy, then grab the downloadable version at the end to keep by your desk or add to your content planning folder.
Not all social platforms are created equal, especially when it comes to real estate. Each one has its own strengths, audience expectations, and content styles. Understanding how to tailor your message to each channel is the first step to working smarter with your social media efforts.
Here’s a quick breakdown of the major platforms agents should pay attention to and how they fit into your marketing mix:
This is your visual powerhouse. Instagram is ideal for showcasing homes, giving behind-the-scenes peeks, and building a personal brand. Reels and Stories help boost reach and engagement, while your main feed keeps your content polished and evergreen.
Best for: High-impact visuals, short-form video, branding
Still one of the most widely used platforms, especially among home-buying age groups. Facebook is great for local community content, new listings, open house events, and client testimonials. It’s also a key space for creating or participating in local groups where you can stay connected and visible.
Best for: Listings, community involvement, relationship-building
This isn’t just for corporate networking. Use LinkedIn to position yourself as the local market expert. Share real estate news, market trends, case studies, and client wins with a professional tone. It’s also a powerful tool for connecting with referral partners, such as lenders, attorneys, and builders.
Best for: Thought leadership, referrals, professional credibility
TikTok
The fastest-growing platform and a must for agents who want to reach younger buyers or build a wide organic following. TikTok favors authentic, entertaining, and educational content. House hacks, day-in-the-life videos, “what you can get for $500K” home tours, and staging tips all perform well here.
Best for: Fun, relatable videos, property walkthroughs, local expertise
YouTube
Ideal for long-form, evergreen content. Create videos that answer common questions, explain the buying/selling process, or give in-depth neighborhood tours. YouTube, owned by Google since 2006, also doubles as a powerful search engine optimization (SEO) tool. When optimized properly, your videos can show up in Google search results, expanding your reach beyond just your subscriber base.
Best for: Evergreen video content, education, SEO
X (formerly Twitter)
Though its usage has shifted in recent years, X still has value for sharing timely market updates, news, and quick commentary. If you enjoy real estate trends, hot takes, or data-driven content, this is where you can share thoughts in real time and follow industry conversations.
Best for: Real-time updates, industry news, commentary
What to post where
Let’s build on what you know about each platform with specific post ideas tailored for real estate pros. Not all content performs equally across social channels, and what works well on Instagram might flop on LinkedIn. The key is to match your content type to the platform’s strengths and your audience’s expectations.
Instagram: Think visual, bite-sized, and behind-the-scenes
Instagram is your place to shine visually and to give people a quick glimpse into the day-to-day life of a real estate agent. Your goal here is to be relatable, approachable, and informative.
Post ideas:
- “Just listed” carousel with photo highlights
- 15-second Reels with staging tips or market updates
- Before-and-after transformations from listing prep
- Behind-the-scenes Stories from showings or open houses
- A personal post with a client celebration or milestone
Facebook: Think community, events, and real-time updates
Facebook’s audience expects helpful, community-focused content. Your followers here are more likely to be locals, past clients, and people in your personal network.
Post ideas:
- New listing posts with open house dates
- Invitations to local events (that you’re hosting or attending)
- Client success stories or testimonials (with photos!)
- Neighborhood spotlights or small business shoutouts
- Local market stat breakdowns (“Here’s what changed in [ZIP code] this month”)
LinkedIn: Think credibility, professionalism, and value
On LinkedIn, you’re speaking to other professionals, so keep the tone polished and helpful. This is where you establish thought leadership and build referral relationships.
Post ideas:
- “3 trends I’m seeing in the housing market right now”
- A client win and what made the deal successful
- Insights into how you help clients navigate tough decisions
- A quick video on what agents wish buyers knew earlier
- Collaboration wins with lenders, inspectors, or attorneys
TikTok: Think quick, clever, and casual
TikTok rewards authenticity, humor, and bite-sized tips. It’s a great place to experiment, especially if you’re comfortable on camera.
Post ideas:
- “What you get for $500K in [your city]” video tour
- Agent myths debunked in 30 seconds
- Quick staging tips or “before the open house” hacks
- Lighthearted takes on client questions
- Day-in-the-life vlogs to show your hustle
YouTube: Think educational, evergreen, and searchable
YouTube is ideal for longer, more polished content that answers common questions and gets discovered over time. Consistency is key, but even one strong video per month can build authority.
Post ideas:
- Full-length neighborhood tour (“Moving to [City]? Start here.”)
- “How to buy a home in 2025” walkthrough
- Interviews with mortgage pros or home inspectors
- Detailed listing tours with voiceover
- Playlist of your market update videos, organized by month
X: Think timely, punchy, and news-driven
X is your real-time update channel. Short, sharp takes perform best, and it’s ideal for jumping in on conversations and sharing trends.
Post ideas:
- “This week’s average mortgage rate: 6.8%. Here’s what it means for buyers in [City].”
- A quote tweet on national real estate news with your local take
- Quick-fire tips for first-time buyers
- Live tweets from industry events or local council meetings
- Links to your latest blog post, video, or listing with a bold hook
The takeaway: A single post idea can take many forms depending on the platform. You don’t have to reinvent the wheel, just adapt your tone, length, and format to match where you’re posting.
How often should you post?
One of the most common questions real estate agents ask about social media is: How often should I be posting? The answer isn’t one-size-fits-all, but consistency matters more than perfection.
Think of your posting frequency as a rhythm your audience can rely on. It helps build trust, boost engagement, and train the platform’s algorithm to surface your content more often. But that doesn’t mean you need to post every single day, especially if you’re managing your own marketing alongside your business.
Here’s a general guide to help you find the sweet spot by platform:
- Instagram recommended frequency: 3–5 posts per week
Mix up your formats with a blend of Reels, Stories, and static posts. Try to post Stories more frequently (daily if possible), even if it’s just a quick update from your day. The algorithm favors reels, so aim for at least one per week.
- Facebook recommended frequency: 3–5 posts per week
Facebook thrives on connection and interaction. Posting consistently keeps you visible in your network’s feed. Bonus: Responding to comments and participating in local groups can boost your organic reach, even on days you don’t post.
- LinkedIn recommended frequency: 2–3 posts per week
Quality over quantity wins here. Focus on professional insights, client wins, and educational content that adds value. Posting a few thoughtful updates each week helps build credibility without overwhelming your network. - TikTok recommended frequency: 3–7 posts per week
The more consistently you post, the better your chances of catching the algorithm’s attention. You don’t have to go viral—just show up regularly with short, creative videos. You can repurpose video clips from Instagram Reels or YouTube Shorts to keep it simple. - YouTube recommended frequency: 1–2 videos per week
YouTube rewards regular uploads, but even one strong video every other week can help you build a following. Focus on quality content that answers common questions or showcases your expertise. Use YouTube Shorts in between longer videos to stay active.
- X recommended frequency: 5–7 posts per week
Short-form content moves fast here, so posting frequently helps you stay visible. That doesn’t mean writing five original posts every day—retweets, replies, and quick updates count, too. Set aside 5–10 minutes a day to engage.
Pro tip: Batch and schedule your posts
To keep up without burning out, try batch-creating content once a week and using a scheduling tool (like Buffer or Later) to plan ahead. This keeps you consistent and frees up time to actually engage with your audience, which is just as important as posting itself.
When to post for the best engagement
You’ve got the content and a posting rhythm that works, but when you post, it plays a big role in whether your audience actually sees it. Posting when your followers are most active gives your content a better shot at landing higher in their feeds and getting engagement right away.
While every audience is unique, the following guidelines are based on current data from trusted scheduling platforms, such as Sprout Social and Hootsuite, which analyze millions of social media posts across various industries. These general averages are a great starting point for real estate professionals building a consistent presence.
Best times to post on Instagram
- Mondays through Thursdays, between 10 a.m. and 3 p.m.
- Engagement tends to peak mid-morning to early afternoon. Reels and Stories posted during this window often get early traction, which helps visibility.
Best times to post on Facebook
- Weekdays, from 8 a.m. to 12 p.m.
- Facebook audiences are active earlier in the day, especially before noon. Midweek posts related to listings or community events often perform best.
Best times to post on LinkedIn
- Tuesdays through Thursdays, from 8 a.m. to 10 a.m.
- LinkedIn is most active during standard business hours. Avoid weekends and evenings for professional content.
Best times to post on TikTok
- Mondays through Thursdays, between 12 p.m. and 5 p.m.; Wednesdays, between 2 p.m. to 5 p.m.
- Users tend to check in during lunch breaks or after work.
Best times to post on YouTube
- 1 p.m. daily; additional peak at 10 a.m. on Wednesdays and Fridays.
- YouTube is often a weekend activity. Schedule uploads earlier in the day to give your video time to gain traction before peak viewing hours.
Best times to post on X
- Tuesday to Thursday, from 9 a.m. to 2 p.m.
- Early weekday mornings are ideal for timely updates, commentary, or sharing blog and video content.
Track what works—and tweak accordingly
These averages are a great place to start, but your audience may follow different rhythms based on your location, niche, and posting style. Use platform analytics (like Instagram Insights, Facebook Page Insights, or YouTube Studio) to track when your followers are most active and adjust your timing as you grow.
3 posting pitfalls to avoid
Even with the best tools and timing, social media can fall flat if you’re not thoughtful about how you’re showing up. Many real estate agents start strong, only to lose momentum, or unknowingly post in ways that hurt more than help. Avoiding these common missteps will help you maintain a professional, approachable, and engaging presence across platforms.
1. Posting inconsistently—or not at all
One of the fastest ways to lose visibility is to post sporadically or go silent for long stretches. Inconsistent posting confuses the algorithm and can make your audience wonder if you’re still active. You don’t need to post every day, but aim to show up regularly. A predictable rhythm helps you stay top of mind—and builds trust with future clients.
Fix it: Set a realistic schedule based on your capacity. Even 2–3 posts a week can work if you’re consistent.
2. Copy-pasting the same content everywhere
Cross-posting can save time, but using the exact same post on every platform can come off as lazy or out of place. A Reel on Instagram might need a different caption or visual than the same content on LinkedIn or Facebook.
Fix it: Repurpose smartly. Keep the core idea, but tweak the format, caption, or tone to suit each platform’s vibe and audience.
3. Posting without engaging
If you’re only broadcasting and never responding, your social media presence can feel one-sided. Social media is a two-way street, and today’s buyers and sellers expect interaction. That means replying to comments, answering direct messages (DMs), and showing appreciation when someone shares your content.
Fix it: Set aside a few minutes each day to respond, like, or comment. These small actions help build community and boost your visibility in return. Here are some helpful do’s and don’ts for engaging with real estate clients on social media to keep in mind as you interact.
Avoiding these pitfalls doesn’t require more time, and when you consistently show up, tailor your content thoughtfully, and stay engaged, you create a brand that feels authentic and trustworthy.
Download the cheat sheet
Want a simple, go-to guide you can keep on your desk, save to your phone, or share with your marketing assistant? We’ve turned all the key takeaways from this article into a downloadable, one-page social media cheat sheet built specifically for real estate agents.
Inside, you’ll find:
- Which platforms to prioritize
- What types of content work best on each
- Recommended image sizes
- The best times to post for engagement
- Ideal posting frequency
No more second-guessing – just quick, clear guidance to help you post smarter and stay consistent.
