What should an estate agent post on social media each week?
Post at least five or six times a week: one local market update, two or three properties with something to say, one post inviting homeowners to find out what their home is worth, and one about your patch or your people. That is the minimum, and more is better as long as every post has something to say. Here is what goes in each, and how to keep it going.
Post for the homeowners who are not moving yet
Most of the people who will instruct you over the next couple of years are not selling this week. They are homeowners in your patch who like knowing what houses are going for, and who will remember the agent who kept telling them. That is who your feed is for. Buyers already have plenty of places to look at houses. Homeowners who are not moving yet have very few places to find out what is happening in their own area.
Write for Facebook first. In May 2025, 63% of UK online adults used the Facebook app each day and 44% used Instagram, according to Ofcom. Facebook is also where older adults spend their time: 35 to 54-year-olds averaged 50 minutes a day on Facebook and Messenger, against 31 minutes for 18 to 34-year-olds, while Instagram leans younger. Post the same week to both, written for the Facebook reader.
A week of posts, each with one job
- The local market update. One finding from local property market data, and what it means for someone who owns a home there.
- Two or three property posts. Just listed, under offer or sold, each telling the reader something the photos cannot.
- The valuation post. An invitation to find out what their own home is worth, with a link to your instant valuation tool.
- Your patch. A local business, an event, a part of town that has changed, or a review from a vendor. Something that shows you know the place.
- Your people, if you have a sixth slot. Someone in the team, a busy Saturday of viewings, the reason you do the job. People instruct people.
That is the minimum, not the ceiling. If you have more to say, say it: another property, more of your patch, a second look at the market. Spread the posts through the week so your name turns up most days, and in a week that gets away from you, never drop the market update or the valuation post.
What goes in a local market update
Pick one finding, not ten. How prices this year compare with last. What flats went for against houses. Which part of your patch has moved most. Then say in a sentence what it means for someone who owns a home there, because the number on its own means nothing to them.
The official figures always describe the past. HM Land Registry publishes the UK House Price Index monthly, and its figures for August 2026 came out on 21 October 2026. What you saw this week is newer: how many viewings a new listing had, whether offers are coming in at the asking price. Put the two together, the official figure for credibility and your own week for what nobody else can tell them.
Finish with a question homeowners can answer in a comment, or a link to the full report for anyone who wants more. Market Trak builds this post from local property market data for any postcode, as part of a week of posts about your patch. There is more on choosing the finding and writing it up in our guide to what goes in a local market update.
Property posts that do more than show a house
A just listed post that only repeats the portal advert gives nobody a reason to stop. Lead with the thing a buyer would mention on the way home: the garden that gets the evening sun, the walk to the station, the extension the photos do not do justice to. Say who the home suits, a first home or room to grow, so the right people stop scrolling.
Under offer and sold posts are the ones that matter to a homeowner thinking of selling, because they show you selling homes like theirs. Say how it happened: under offer after the first weekend of viewings, or sold after a single open house. Ask your vendor before you share a price or any detail of the sale, and never say anything about the buyer.
Property Pack turns one listing into six posts like this, with your branding on the photos and a caption written for each one.
The one post a week that asks for something
The other posts earn attention. This one turns it into a name and a phone number. Plenty of homeowners want to know what their home is worth long before they are ready to have three agents round. An instant valuation tool lets them find out at ten at night without speaking to anyone, and leaves you their details so you can ring them.
Post it once a week, from a different angle each time: a recent price in the area, a straight question (wondering what yours would fetch?), or a sold post with an invitation underneath. We go through the whole approach, from the valuation tool to following every lead up, on our lead generation for estate agents page.
Keeping it going every week
Posting every week for a year will do more for you than a burst of posts for a month and then nothing. The hard part is never one week. It is week eleven, when it is busy and the page goes quiet.
So make it a routine. Write and schedule the whole week in one sitting, on the same morning every week, and reply to comments the same day: a homeowner who comments on a market update has started a conversation, and it is yours to carry on.
That weekly routine is what we built Market Trak for. Type a postcode and you get a local market report and a week of six posts drawn from it, in your branding, ready for you to change, approve and schedule to Facebook and Instagram.