Real Estate Marketing Tips: Social Media Posts That Attract Clients (and What Doesn’t)

Social media can feel like a full-time job for real estate agents. Between open houses, closings, and client follow-ups, content often gets pushed to the back burner… or worse, filled with templated, forgettable posts that do little to build trust or connection.

But the truth is, what you post online says everything about how you show up offline.

So let’s talk about how to finally create content that builds your brand, attracts full-fee clients, and doesn’t feel like a chore to make. Here’s your guide on what to post—and what to skip.

Share Personal Advice, Not Generic Tips

We’ve all seen the “Top 5 Tips to Sell Your Home Fast” carousel post. While it might feel educational, it’s so overdone that most people scroll right past it.

The fix? Stop giving generic advice and start offering personal perspective.

Instead of saying:

“Make sure to declutter your home before showings.”

Try something like:

“If I were selling my own home tomorrow, here’s exactly what I’d do to prep it…”

This kind of insight builds trust fast. It tells your audience, “I’ve been there. I care. And I know what I’m doing.” When people feel like they’re getting a peek behind the curtain—real insight from a real human—they’re far more likely to stick around, engage, and eventually reach out.

Turn Testimonials Into Story-Driven Wins

Most testimonials sound like this:

“She was great to work with. Highly recommend!”

While kind words are always appreciated, that format doesn’t tell a story. And humans remember stories—not star ratings. The next time a client says something nice, take a moment to reflect on the win behind the words. Then share the journey.

Instead of posting:

“Just closed with the sweetest family!”

Try:

“After months of searching, we found a home just five minutes from their kids’ school. They beat out 7 other offers and closed under budget. This is why I do what I do.”

Now your audience doesn’t just see your success—they feel it. That’s how you shift from “just another agent” to someone they trust with their biggest life transitions.

Transform Listings Into Lifestyle Content

“Just Listed!”
“Open House Saturday!”
“Price Improvement!”

If that’s your entire feed, it’s time to rethink. Instead of focusing solely on the transaction, show people the transformation that home offers.

Try this:

“Imagine sipping your morning coffee from this wraparound porch while the sun rises over the hills.”

Or:

“A home that turns Sunday dinners into a weekly event—take a peek inside the kitchen that’s made for hosting.”

By tapping into emotion and imagination, you help people visualize the life inside the listing—not just the square footage. This content doesn’t just get more likes—it builds connection. And that connection turns into clients.

Post Local Value, Not Market Stats No One Reads

Most monthly market updates go unread. The average person isn’t logging into Instagram thinking, “I hope I see a graph about absorption rates today.”

But they are thinking about what’s happening in their city this weekend. They’re wondering which coffee shop to try next. They’re curious about where to take visiting family next month.

That’s where you come in.

Posting hyper-local content like:

• “Top 5 Events in [City] This Month”
  

• “Where I Take Out-of-Towners When They Visit”
  

• “3 Hidden Gem Lunch Spots You Need to Know”
  

…positions you as a local expert, not just a salesperson.

These posts get saved. They get shared. They make people say, “Wow, she really knows this area.” And when the time comes to buy or sell? You’re already top of mind.

Become the Local Expert People Rely On

Here’s the content formula most agents overlook:
People work with people they trust.

And trust is built through consistency, personality, and local relevance.

When your content showcases your knowledge of the neighborhoods, your go-to recommendations, and your personal take on what makes an area great, you naturally attract followers who align with your vibe.

It’s not about being a walking Yelp. It’s about becoming the trusted local guide for your future clients.

Show your audience you’re more than just “another agent.” Show them you’re the person who gets it.

And when the time comes to make one of the biggest decisions of their lives, they’ll want you by their side.

Bonus: What to Avoid Posting on Social

Let’s end with a quick rapid-fire list of content that doesn’t move the needle:

❌ Generic quote graphics with no caption or personal insight

❌ Unedited reposts of MLS listings with no context

❌ Salesy messages that start with “Thinking of buying or selling?”

❌ Holiday graphics with no real voice behind them

❌ Market reports without clear takeaways for the average person

If a post doesn’t educate, entertain, or build connection—it’s probably not worth posting.

Want Help Making This Easier?

The truth is, you don’t have to create all this content from scratch. You just need the right tools and strategy.

Agent Toolkit gives you the done-for-you posts, caption frameworks, and content systems that let you show up consistently without burning out.

You’ll save hours each week, stand out in your market, and finally feel proud of the content you’re sharing.

Because when your content actually reflects the kind of agent you are—clients take notice.

Ready to post with purpose? Join us inside Agent Toolkit and turn your scroll-stopping content into your most reliable lead source.