Social Media for Properties
Your listings deserve more than a single photo and a "Just Listed!" caption. Social media is where buyers browse before they ever call an agent — and AI can turn you into a content machine without hiring a marketing team.
Today you'll get AI prompt templates for every type of real estate social media post, platform-specific strategies, and a repeatable system that takes minutes instead of hours. Whether you're on Instagram, Facebook, LinkedIn, or TikTok, these techniques work across markets in the US, UK, and Australia.
Why social media matters for real estate
Here are the numbers that should convince you (if you're not already convinced):
97% of home buyers use the internet in their search. A huge portion of that traffic comes through social media. Your potential clients are scrolling Instagram and Facebook right now, forming opinions about agents before they ever make contact.
But here's the real insight: social media isn't about selling properties. It's about selling you. Buyers and sellers choose agents they trust, and trust is built through consistent, valuable content. The agent who posts helpful market updates, behind-the-scenes stories, and beautifully presented listings will always win over the agent who only posts when they have something to sell.
AI makes consistency easy. Instead of staring at a blank screen for 30 minutes trying to write a caption, you'll have it done in 30 seconds.
The AI prompt formula for real estate posts
Every great social media prompt follows this structure:
Role + Context + Platform + Task + Tone + Constraints
Here's the template you'll use for almost everything:
"You are a social media expert for real estate agents. I'm a [residential/commercial] agent in [location]. Write a [platform] post about [topic]. Use a [professional/friendly/enthusiastic] tone. Include relevant emojis. Keep it under [X] words. Add 5-10 relevant hashtags at the end."
That's it. Swap in the variables, and you have a post in seconds. Let's see it in action across different post types.
Just-listed posts that stop the scroll
A just-listed post is your first impression. Most agents waste it with "New listing! 3 bed, 2 bath, call me!" That's not a post — that's a classified ad from 1998.
Here's the prompt template:
"Write an Instagram caption for a just-listed property. Details: [bedrooms, bathrooms, key features, location, price range]. The target buyer is [young professional / growing family / downsizer / investor]. Write in a way that paints a picture of the lifestyle, not just the specs. Include a call to action. Add 8-10 relevant real estate hashtags."
Pro tip: Lead with the lifestyle, not the specs. Nobody dreams about "3 bedrooms and 1,200 square feet." They dream about "Sunday morning coffee on a sun-drenched balcony overlooking the park." AI is brilliant at making this shift when you tell it the target buyer.
Platform-specific strategies
Each platform has different rules. Here's what works:
Instagram — Visual-first. Use carousel posts (multiple images telling a story), Reels for property tours, and Stories for behind-the-scenes. Captions can be longer — Instagram rewards engagement, and longer captions get more saves. Use 20-30 hashtags (yes, they still work). Location tags are essential.
Facebook — Community-focused. Market updates, local area guides, and "just sold" stories perform well. Facebook Groups for your local area are gold — be helpful, not salesy. Facebook Marketplace is also a listing channel. Longer-form posts work here.
LinkedIn — Professional authority. Share market analysis, industry insights, and thought leadership. This is where you attract high-net-worth clients and referral partners. No hashtag spam — keep it to 3-5 relevant tags.
TikTok — Short, authentic, and entertaining. Property tours, "day in the life" content, and market hot takes. Don't over-polish — authenticity wins. Trending audio helps reach.
More post types with AI prompts
Open house announcements:
"Write a Facebook post announcing an open house this Saturday from 10am-12pm at [address]. The property is [brief description]. Create excitement and urgency. Mention free refreshments. Include a call to action to book a private viewing if they can't make Saturday."
Market update posts:
"Write a LinkedIn post sharing this month's housing market data for [area]. Stats: [average price, % change, days on market, inventory levels]. Make it insightful and accessible to non-experts. Position me as a knowledgeable local expert. End with an invitation to DM for a personalised market report."
Client testimonial posts:
"Write an Instagram caption to accompany a photo with my client [first name] who just [bought their first home / sold their property / completed on their dream house]. Make it genuine and emotional without being cheesy. Thank the client. Mention the journey briefly. End with a note that I'd love to help others achieve the same."
Area guide posts:
"Write a carousel script (5 slides) about the best things about living in [neighbourhood]. Include: best cafes, parks, schools rating, transport links, and community vibe. Each slide should have a punchy headline and 2-3 sentences. Target audience: young families considering the area."
Your hashtag bank
Build a saved hashtag bank so you never waste time thinking about them. Ask AI to help:
"Create a hashtag bank for a real estate agent in [city/region]. Organise into categories: general real estate (10), local area (10), property type (10), and lifestyle (10). Only include hashtags that are actively used and discoverable."
Save these in your phone's notes app. Copy-paste the relevant mix for each post. Rotate them to avoid Instagram flagging repetitive use.
Hashtag structure per post:
- 5-8 broad real estate tags
- 5-8 local/area tags
- 5-8 property-specific or lifestyle tags
This system takes 10 seconds once you've built your bank.