Real estate social media marketing: what agents should post

By Arthur Bellette, Founder of ABiMPACT · Updated 28 September 2026 · 10 minute read

We make social media content for Nelson Alexander, a Melbourne real estate agency, on retainer, and we film agents on location across Melbourne. Here's what we'd tell any agent starting today.

That mix is our recommendation, not a law of nature.

Why social media matters for real estate agents

Social media is where sellers pick their agent before they ever book an appraisal. By the time most people are ready to sell, they've already decided which local faces they trust.

DataReportal's Digital 2026 Australia report counts 21.0 million social media users in Australia, 77.7% of the population. Video pulls its weight too: REA Group's Gerard Connell says listings with a video on realestate.com.au get 43% more inspection requests on average.

Melbourne agent Mark Josem, founder of Storyhouse Real Estate, put it simply: “Portals are the baseline; they catch the active searchers.” Social media catches everyone else, which is most people, most of the time.

Picture the seller who's been “just thinking about it” for two years. They've watched one agent explain auction clearance rates about 40 times, usually in bed, usually at 11pm. They feel like old friends.

The agent has no idea this person exists. It's a one-sided friendship, and it ends in a signed listing agreement.

What should real estate agents post on social media?

The best real estate agent social media content puts the agent on camera, helping a local buyer or seller with one specific thing, like what a suburb costs or how auctions work. Listings and results belong in the mix, but they shouldn't be the whole mix.

Scroll most agents' feeds and you'll find a wall of sold tiles, each with the same thumbs up. By the ninth one the thumb looks tired. It's been through a lot.

Spiro Drossos, managing director of Barry Plant Doncaster East, told Real Estate Business that vendor stories beat the tile: “Testimonials and vendors' experiences are a great way to provide credibility, instead of a thumbs up in front of a sold sticker.” His pick for the format is video testimonials.

Rough video can work. Luke Saville, a partner at The Agency in Toorak, is the example. He posted a shaky walkthrough to TikTok and, in the 12 months after, sold 25 properties directly through TikTok and Instagram.

Shaky. Twenty-five. Somewhere a gimbal is weeping quietly in a drawer.

He also admitted the part nobody puts in a caption: “You sort of fear what people might say if they see it, or your mates see it.” Your mates will say something. Then one day they'll need to sell a house, and guess who they call.

10 real estate social media marketing ideas

You can film all ten of these real estate social media marketing ideas on a phone. Every one of them is built around a person or a place, not a floor plan.

1. The one-question video. “What does a building and pest inspection actually find?” One question, one answer, under 60 seconds. Film ten in an afternoon and you've got a month.
2. The suburb drive. Five streets, the good cafe, the park with the flying fox. Buyers from across town want the vibe, and you know where the speed humps are.
3. The walkthrough, filmed like a buyer. Start at the front door, not in the sky. Nobody has ever entered a house through the roof, whatever the drone footage suggests.
4. The price guide explainer. Why Victorian listings show a range of up to 10%, and what that means for a buyer. Buyers find it useful and hardly any agent makes it.
5. The auction result, same day. What it sold for, how many bidders, what surprised you. Film it in the car before you've even had the coffee.
6. The vendor story. Why they sold, where they're going, what the campaign felt like. Get their OK in writing first.
7. The campaign, behind the scenes. The stylist moving a fiddle-leaf fig four centimetres to the left, twice. Sellers love seeing the work.
8. What sold this month. Three sales in the suburb and what they tell a seller. Once the new rules start, sold prices are published anyway, so use them.
9. The myth-buster. “You can only sell in spring.” Explain why that's not quite true, with a sale that proves it.
10. The local business feature. Two minutes with the butcher or the barista. They share it, their customers watch it, and you become the agent who knows everyone.

Which social media platforms work best for real estate?

Instagram and Facebook are the best platforms for real estate agents in Australia, with TikTok and YouTube Shorts as the next step. The same vertical video can go to all four, so one shoot covers every platform. Start with Instagram if you only have time for one.

User numbers are from DataReportal's Digital 2026 Australia, based on Meta, Google and TikTok's own advertising tools.

Start with one platform and do it properly. Being on five platforms badly just gives people five places to see that your last post was in March.

How often should real estate agents post?

Real estate agents should post at least three times a week, every week. The number matters less than never stopping. Three short videos a week is about one filming session, and it keeps your face in front of local buyers and sellers between listings.

Rayni Jerram, franchise performance manager at Barry Plant, recommends agents “post at least three times a week until it becomes a habit rather than a task.” Her reason: “the more consistently you post, the more likely you are to be in front of people and the more likely they are to remember your face.”

The data backs her up. Buffer studied more than 100,000 accounts over 26 weeks and found the most consistent posters got 450% more engagement per post than the inconsistent ones.

The usual pattern goes like this. Daily posts for a fortnight in February, full of energy. Then a big weekend of opens, then another, and the account goes quiet until the next February. The pinned post is an open for inspection at a house that's since sold twice.

The thought that kills it is always the same: “I'll film a few after Saturday's opens.” Saturday's opens run late. They always run late. That's why the posting has to be planned a month ahead, not squeezed in.

Victoria's price rules apply to your posts too

In Victoria, a price in a social media post has to follow the same underquoting rules as any other property advertising. That changes on 1 October 2026, so check what you post from this week on.

Under the current rules, Consumer Affairs Victoria says an agent may advertise the price “as a single figure or a range of up to 10%,” with no qualifying words like “offers above”, “from” or “+”. Penalties are more than $48,842, plus the agent can lose their commission.

The changes from 1 October 2026 are below.

Two more rules matter for social media. Agents must not use testimonials that are “exaggerated, misleading or false,” or photos that give the wrong impression of a property. That includes a filter that makes a south-facing lounge look like it faces Queensland.

Consumer Affairs Victoria's pages don't name Instagram or TikTok. We read a post with a price in it as advertising, so treat every Reel like a listing ad. Check anything you're unsure of with your licensee or the Consumer Affairs Victoria guidance.

What we see filming real estate agents in Melbourne

We make social media content for Nelson Alexander, a Melbourne real estate agency, on a weekly retainer. We film its agents on location, like the agent video above, shot outside a Nelson Alexander office.

Every agency gets a written strategy before a camera comes out. It sets out which agents to feature, which suburbs to own, and the hooks and formats that suit buyers and sellers there. Then every video gets cut for Instagram Reels, TikTok and YouTube Shorts, and the first posts go live in under a week.

Most of the work happens before anyone films. Skip the plan and you get the social media version of a flat-pack wardrobe built without the instructions.

It stands, technically. The doors don't close. There are six screws left in the bag that you've decided are spares.

One reel can travel a long way when the idea is right. A launch reel we made for Bougatsaki, a dessert shop in Brunswick, reached 358,000 views. It was 18 seconds long. Nobody in it held a thumbs up.

If you'd rather keep selling and have someone else run the posting, that's the whole job of our social media management service: we plan it, film it and post it every week.

Real estate social media questions

Want your agents posting every week?

We plan, film and post short-form video for real estate agents across Melbourne and Victoria. See how our social media management in Melbourne works, or read what we do for agencies on our real estate marketing page.

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More guides on the ABiMPACT blog.