Real estate Facebook posts (9 ideas, and where each goes)

You post a new listing to Facebook the way you post it everywhere else. The photos, the price, a line about the kitchen. Then you look for ideas to keep the Page going, and most of what you find is written to work on any platform. A lot of it does, and if that's what you need, our 30 social media post ideas are built that way.

Facebook is a little different from the others, though. It has Events that keep people updated about your open house, Groups whose admins decide what belongs there, Live video with its own storage limit, and its own view of what counts as an original post. The nine ideas below are the ones that make use of those differences, so each one also tells you where on Facebook it belongs.

Where can a real estate agent post on Facebook?

In five places, and Meta's rules differ between them. Your Page is the business. Your profile is you: Meta's help center says a personal profile is for non-commercial use, and it allows one personal account per person.

That second rule matters, because some guides suggest setting up a separate profile just for real estate and adding your leads as friends. Meta doesn't allow a second personal account, and it has stopped letting people create additional profiles too. A Page, which you create from your own account, is the supported way to do that job.

9 real estate Facebook post ideas, and where each one goes

Ideas 1 to 5 are for a listing, 6 and 7 for the neighborhood, and 8 and 9 for your reputation. Most are tied to a listing, because that's where Facebook's own features do the most work. Each one ends with wording you can adapt; we wrote those examples, and the house in them isn't real.

1. The listing video, uploaded to your Page

Where it goes: your Page, as a video or a Reel.

Upload the file yourself. Meta says it is reducing the reach of unoriginal content in Feed and Reels, and its definition of unoriginal includes re-uploading a post the Page or profile had no role in creating. Content filmed or produced by the owner of the Page counts as original.

What Meta names as unoriginal is taking someone else's post and making small changes, such as inserting captions or adding borders. It doesn't say how it treats a video your photographer or brokerage made for your listing, so we wouldn't promise either way. The safe version is the one Meta describes as original: a video produced for your Page, uploaded as a file, rather than a clip saved from someone else's post with a new caption on top.

Example: "Just listed in Maple Heights: four bedrooms, a screened porch and a kitchen that opens onto the yard. Open house Saturday 1 to 3."

2. The open house as a Facebook Event

Where it goes: a Facebook Event.

A graphic announcing the open house is one post in the feed. An Event keeps working after it's posted. People who choose Interested or Going get updates from the event, and depending on its privacy setting, their response can show up for others in a Feed story.

Name the Event the way you'd write the sign, and use the room that sells the house as the cover image.

Example: Event name "Open house Saturday 1 to 3, 18 Birchwood Lane". Description: "Walk the screened porch and the fenced yard in person. No appointment needed; tap Interested to get updates and the address." The rest of the weekend plan is in our open house marketing ideas.

3. The Event, shared into your town's Groups

Where it goes: local Groups, where the rules allow it.

Admins decide what belongs in their group, and Meta gives them a way to check who gets in: they can ask up to 3 questions before approving someone who wants to join or take part. Answer those straight, as yourself, and check the group's rules for anything about listings or open houses before you share.

Where an open house is welcome, share the Event rather than a flyer, so anyone who taps Interested gets the same updates as everyone on your Page.

Example: "Open house on Birchwood Lane this Saturday, 1 to 3, for anyone who's been curious about the yellow colonial on the corner. Details in the Event."

4. A Live tour during the open house

Where it goes: Live, from your Page.

Meta's own real estate page suggests using Live to provide property tours to buyers, sellers and renters. Open house day is the easiest time, but not once the doors open, because you'll be at the sign-in sheet. Go Live in the half hour before, when the house is staged and still empty, or hand the phone to a colleague.

Walk it once, front door to back yard, in the order a buyer would. Answer questions from the comments by name, and say the address and the open house time again at the end for anyone who joined halfway.

Example opening: "I'm at 18 Birchwood Lane, half an hour before the open house. Let's start on the porch."

5. The Live, cut into a Reel before day 30

Where it goes: Reels, from the saved Live.

This is the rule that's easy to miss. Meta keeps Live videos on a Page or profile for 30 days after they're published, then removes them and deletes them from its servers. Within those 30 days you can share clips as Reels or download the video.

So Saturday's tour has a deadline. Cut the best minute into a Reel that week, and download the full video for your listing page before the month is out.

6. A neighborhood post that mentions the businesses in it

Where it goes: your Page.

Pick the places a buyer would use in their first week, the coffee shop and the park two streets over, and mention their Pages with @. Meta says a Page you mention may get a notification, and the post may appear on their timeline. A mention puts your post in front of the business you named, which a plain list of places doesn't.

Example: "First week in Maple Heights: coffee at @[the café], the playground at @[the park], and the hardware store everyone ends up at."

7. An answer to a housing question in a local Group

Where it goes: a Group, in the comments.

When someone in your town's group asks what's selling, or whether to fix the roof before listing, answer the question in the comment itself. A link to your listing isn't an answer, and the admins who decide what belongs in the group can tell the difference.

Example: "Three-bedrooms near the school have been going under contract in about two weeks this fall, in my experience. If yours needs a roof, get a quote before you list so buyers aren't guessing."

8. The just sold, as personal news on your profile

Where it goes: your profile for the story, your Page for the result.

Meta treats the profile as non-commercial, so the profile version isn't a sales post. It's personal news, the kind you'd share about a new job: thank the clients by name if they're happy to be tagged, and say what the day meant. The price, the marketing and the "thinking of selling?" line go on your Page, and our just sold post guide covers that one.

Example (profile): "Handed over the keys on Birchwood Lane today. Sam and Priya, thank you for trusting me with your first home."

9. Recommendations from past clients

Where it goes: your Page's Reviews.

Ask clients after closing to recommend your Page. On Facebook that means going to the Page, choosing Reviews, then Yes to recommend it. Meta also counts a comment on a friend's post asking for recommendations, which is where "anyone know a good realtor?" gets answered.

This is the one idea you can't do yourself. Meta says you shouldn't recommend a business whose Page you help manage.

Example message to a client: "If you have a minute, a recommendation on my Facebook Page helps the next family find me. It's under Reviews on the Page."

How should you write a real estate Facebook caption?

Keep it to one or two short paragraphs, with a first line worth passing on and few hashtags, if any. That's our recommendation, not a Meta rule. A Facebook caption is read in a feed of friends and neighbors, so the first line should be something a person would forward, such as (an illustrative line) "Four bedrooms, a screened porch and the quietest street in Maple Heights."

The Fair Housing Act applies to the caption just as it does to an ad. Section 3604(c) covers any notice, statement, or advertisement about selling a home that indicates a preference, so describe the house, never the person you picture living in it. Templates for each moment, from just listed to price change, are in the real estate captions post.

When should a Facebook post become an ad?

Once it has proved itself as a normal post. Put the listing video on your Page and give it 48 hours, the rule we set out in how to market a property listing: compare its reach with the median of your last five listing videos. If it's beating them, it's worth paying to show to more people. If it isn't, change the opening shot first, since that's what decides whether anyone stops scrolling, and money behind a video people scroll past buys more people scrolling past.

The paid side, including the housing rules that limit who a listing ad can reach, is in our real estate Facebook ads post.

Have a video ready for every listing's Facebook post

The Page post in idea 1 and the Reel in idea 5 both need a listing video. Dunphy turns your listing photos into one, so the listing has something to show on Facebook before the open house.

Create your first video →