Social and Video Marketing
What Social and Video Content an Agent Can Hand Off First
Updated
Bottom line: Hand off the weekly planning, batched routine posts and short topic videos first. Keep the final check: your brokerage name where required, Fair Housing wording and anything that could read as misleading.
Which social media work comes off your desk first?
Start with the planning. HousingWire's guide to agent social media suggests setting aside one hour each week to plan and schedule content. That hour is a defined, repeatable task, which makes it a clean first handoff.
Production comes next. A HousingWire list of post ideas recommends batching: making a week or a month of posts in a single session. The HousingWire strategy guide makes the same point: several posts in one sitting, so you are not scrambling later.
On Houston Properties Team, that work has a home. Agents get support from the team's social media team, and content and marketing is one of the six areas our support team covers.
Which video formats suit a handoff?
In a REMAX News interview from 2023, a marketing agency founder suggests short videos that teach one step of the process at a time. The same interview recommends videos that answer common real estate questions.
Both formats run on a list of single topics. Someone else can keep that list, schedule the filming and post the finished clips. The answer itself stays yours, in your own words.
Why does posting stop when a busy agent gets busier?
In a HousingWire news item, a content automation company's CEO described agents who take a class, post for a few days, then stop once a deal comes in.
HousingWire reports the company's own claim that its platform uses AI to build a two-week calendar from MLS listings, market data and local news. By the company's account, it then sends the content out across LinkedIn, X and Instagram Stories.
For a busy practice, the point is timing. Posting that depends on your free hours stops in your heaviest weeks, so the calendar works better with someone who is not closing the deal.
What stays on your desk after the rest is handed off?
HousingWire's strategy guide asks for the brokerage name where required, wording within Fair Housing laws, and a second look at anything that could read as misleading. That check stays with you, whoever drafts the post.
The same guide suggests choosing one or two platforms and staying with them until a rhythm forms. HousingWire's list of post ideas cites the National Association of Realtors: 87% of agents use Facebook and 62% use Instagram. Choosing the platforms is your decision, and running them is work someone else can carry.
An older REMAX News article, from 2018, gave a rule of thumb for the mix of posts. It suggested 80 percent lifestyle, audience interests and other updates, with 20 percent about you and your listings. Whoever builds your calendar can hold the ratio you choose.
Should the work go to an outside company or stay in-house?
A HousingWire list of post ideas notes that most real estate organizations have someone on staff making social content for agents to use. That in-house work is worth checking before you pay anyone.
HousingWire's review of marketing companies says the more reliable ones typically require at least a three-month commitment, so a campaign runs long enough to be effective. The same review notes that some agents question paying more for a social media manager and custom designs nobody else uses.
Filed in The team, for agents who are growing.
Questions & answers
What do Houston agents ask about this?
Who handles the photos and video walkthrough on my listing at Houston Properties Team?
Our support team's listing preparation and management area handles it. That area coordinates professional photography sessions and manages virtual tours and video walkthroughs. It also drafts and proofreads property descriptions, prepares brochures and flyers, and sets up the listing in the MLS. The production work around a listing comes off your desk, and you stay the agent your client works with.
The same area schedules staging and showings and tracks listing performance and engagement. It updates the listing with price changes and new details. The team also markets agents' listings on the real estate portals. You can use its vetted network of industry vendors and contractors as well.
If I stop posting for a few weeks, what keeps my sphere hearing from me?
On Houston Properties Team, three client newsletters go out each month to keep your sphere of influence engaged. You also have a library of 2,837 pre-written email templates covering every stage of working with a client. Those keep contact going when a heavy closing stretch pushes social posting aside.
Behind that, the client management and database support area cleans and updates your database, tracks client engagement and organizes drip campaign lists. It also oversees past client outreach programs and processes home valuation request alerts as they arrive.
How do I know an outside marketing company is giving me value for what I pay?
Ask how they will show it. HousingWire's review of real estate marketing companies says a reputable one should give you a way to track the value you get for your spend. That can be a shared editorial calendar or a detailed performance report. Ask which one you will get before you sign.
Agree at the start which of the two you will receive, and how often. A calendar shows what is planned. A report shows what ran. Either one gives you something concrete to review against what you are paying.
Is it worth paying to promote my posts to people in my market?
An older REMAX News article on social media practice for agents, from 2018, recommended geo-targeted ads and promoted posts. Its aim was to put your posts in front of Facebook users inside your geographic target market. The advice is older, so check current targeting options before you budget for it.
Promotion hands off cleanly once you have set the market and the budget. Apply the same review you give every other post, including the brokerage name where it is required and the same Fair Housing care.