You’ve taken the smart step of listing your properties on Prop Listing, giving your real estate offerings exposure to a highly targeted audience actively searching for homes. But in today’s fast-paced digital world, simply posting a property link on social media isn’t enough.
To generate real interest and real-world showings, your real estate social media strategy needs to be visual, engaging, and intentional—especially on platforms like Facebook and Instagram. In this guide, we’ll show you how to create scroll-stopping content that drives clicks, inquiries, and showings.
Why Visual Content Matters in Real Estate Marketing
Visual storytelling is the cornerstone of real estate marketing on social media. Here’s how to ensure your photos and videos stand out:
1. Use High-Quality Images
Photos are often the first thing users notice in a post. Make sure they:
- Are high-resolution and well-lit
- Highlight key selling points like open spaces, modern finishes, and landscaped gardens
- Reflect the unique appeal of location living, such as safety, community, and local amenities
2. Leverage Video for Higher Engagement
Video content outperforms static images in engagement metrics.
Consider:
- Short walkthroughs of the home or apartment
- Drone footage for showcasing property size or nearby parks and schools
- Clips featuring highlights like balconies, entertainment areas, or modern kitchens
3. Format for Each Platform
- Use square or vertical formats for Instagram
- Choose landscape formats for Facebook carousel posts
- Try Instagram Stories and Facebook Reels for quick highlights or property teasers
Writing Captions That Convert
Visuals grab attention, but real estate captions drive engagement and conversions. Here’s how to write compelling copy:
1. Highlight Benefits, Not Just Features
Instead of “3 beds, 2 baths,” say:
- “A modern, spacious home ideal for growing families”
- “Entertainer’s dream kitchen with open-plan flow”
2. Ask Questions to Encourage Interaction
- “Could you see yourself sipping coffee on this patio?”
- “What’s your must-have feature in a dream home?”
3. Use Strategic Hashtags
Include a mix of broad and localized hashtags for visibility:
- #TownshipLiving #SouthAfricaRealEstate #YourTownshipHomes #YourTownshipProperty
- Include hyperlocal tags like #RandburgHomes or #FourwaysLiving
4. Create Urgency (When Relevant)
- “Hot property! Viewings filling up fast.”
- “Act now—this townhouse won’t stay on the market long!”
5. Always Include a Clear Call to Action (CTA)
Tell users what to do next:
- “Click the link in our bio to schedule a viewing”
- “Visit our Prop Listing page for more details”
- “DM us now to book a private tour”
Boost Engagement with Stories & Behind-the-Scenes Content
Instagram and Facebook Stories are ideal for showing real-time updates and personal touches.
Here are story content ideas for real estate:
- Property Sneak Peeks: Showcase new listings with short, vertical video tours
- Live Q&As: Talk about market trends or answer FAQs about buying in your township
- Neighborhood Highlights: Promote parks, schools, restaurants, or transport links in your area
- Behind-the-Scenes: Share your daily routine as an agent, staging process, or client testimonials
Increase Reach with Targeted Social Media Ads
Don’t rely solely on organic reach. Facebook and Instagram Ads allow you to:
- Target users based on location, income, interests, and behaviors
- Promote listings to people actively searching for homes in specific areas
- Use ad formats like carousel ads, video ads, and lead forms to maximize ROI
Be sure to monitor performance and optimize based on metrics like reach, click-through rate, and engagement.
Final Thoughts: Turn Scrolls Into Showings
By going beyond basic posts and adopting a data-driven, visually rich social media strategy, you’ll:
- Increase visibility for your property listings
- Attract more qualified buyers and renters
- Boost showing requests directly through Prop Listing
Start implementing these strategies today, and turn casual social media scrolls into serious buyer interest!
