What Should Estate Agents Actually Be Posting on Social Media?

The content that gets attention, builds trust and helps generate new business

Most estate and letting agents know they should be active on social media.

The harder question is: what should you actually post?

It’s easy to fall into a routine. A new instruction goes live, so you share it. A property sells, you post a graphic. Someone leaves a five-star review, that goes up too.

There’s nothing wrong with any of that. But if almost everything you post is about properties you're marketing or how brilliant your agency is, you're missing a much bigger opportunity.

Social media gives potential sellers and landlords the chance to get to know your business long before they need an estate agent.

And that matters.

Ofcom's latest research found that 89% of UK adult internet users use at least one social media platform, rising to 97% among 16 to 34-year-olds. But users are becoming increasingly passive, with only 49% now actively posting, sharing or commenting.

In other words, plenty of people are watching without necessarily interacting.

That seller who has never liked one of your posts could still have been following your market updates for six months before inviting you out to value their home.

So, what should you be showing them?

1. Show that you know your local market

One of the biggest advantages independent and regional agents have is local knowledge.

Use it.

Talk about what's happening to property prices locally. Explain how long homes are taking to sell. Discuss rental demand. Highlight streets or property types that are particularly sought after.

Instead of simply posting:

"Another property SOLD!"

tell people something useful:

"We've now agreed sales on four three-bedroom homes in [area] this month, and we're still speaking to buyers who missed out."

The second post isn't just celebrating your success. It's giving another homeowner a reason to wonder what demand might exist for their property.

Your social content should regularly demonstrate that you understand what's happening on the ground.

2. Answer the questions customers are already asking you

Think about the conversations your team has every day.

"Is now a good time to sell?"

"Should I reduce my asking price?"

"How much rent could I achieve?"

"What does the Renters' Rights Act mean for me?"

"Should I sell my rental property or keep it?"

"What improvements should I make before putting my house on the market?"

Those aren't just questions for your negotiators.

They're content ideas.

If one seller or landlord is asking something, there are probably many more wondering exactly the same thing.

A 30-second video answering one common question can demonstrate expertise far more effectively than another generic "Thinking of selling?" graphic.

3. Put your people on camera

Property is still a people business.

Customers aren't only choosing an agency. They're choosing the people they trust to sell or manage one of their most valuable assets.

Show them who those people are.

Short videos don't need to be highly produced. An agent talking naturally to camera about something they've noticed in the local market can often feel far more authentic than a polished corporate video.

Introduce team members. Take people behind the scenes. Film quick market updates. Talk through interesting properties. Answer common questions.

Video is particularly important when targeting younger audiences. Ofcom's 2026 research found that 82% of 16 to 24-year-olds watch videos on social media, while 42% of 25 to 34-year-olds post video content themselves.

Don't be afraid to show some personality either.

Professional doesn't have to mean impersonal.

4. Make your successes mean something to the customer

Reviews, sold boards and success stories absolutely have a place on social media.

But context makes them much more powerful.

Instead of:

SOLD! Another fantastic result from the team!

Try telling the story.

Perhaps the property had previously been on the market with another agent.

Perhaps you generated 20 viewings in the first week.

Perhaps there were three competing offers.

Perhaps a landlord came to you after experiencing a long void and you found a tenant within days.

The result is your proof.

The story explains why someone should choose you.

Testimonials work in the same way. Don't just post five stars. Where possible, explain the problem the customer had and what your team did to solve it.

5. Create content for people who aren't ready yet

This is probably one of the biggest missed opportunities.

Not everybody following an estate agent is ready to sell or let their property today.

Some could be six months away.

Others might be years away.

If every post essentially says "Book a valuation", you're asking for something they're not ready to give you.

Give them reasons to keep following instead.

Market updates, homeowner advice, landlord guidance, property tips, legislative updates and useful local information all allow you to maintain the relationship without constantly asking for an instruction.

Then, when circumstances change, you're already familiar to them.

6. Don't forget the local part of social media

Not everything needs to be directly about property.

You're a local business.

Talk about the area.

Share local events. Celebrate another independent business. Highlight a new restaurant. Talk about schools, transport improvements or regeneration projects. Show people why you enjoy working in the community.

This type of content may not generate an immediate valuation lead.

That's not necessarily the point.

It makes your agency part of the local conversation and gives people a reason to follow you even when they're not currently moving.

7. Don't measure success by likes alone

One of the dangers of social media is judging everything by visible engagement.

But people don't have to like or comment on a post for it to influence them.

Ofcom's finding that social media use is becoming increasingly passive is particularly relevant here. People are still using the platforms, but fewer are actively posting, sharing and commenting.

So look beyond likes.

Are people visiting your website?

Are you generating valuation enquiries?

Are customers mentioning your videos when you meet them?

Are landlords downloading your guides?

Are people recognising members of your team?

Ultimately, your objective isn't to become a content creator.

It's to become the agent people think of when they need one.

Organic content and paid advertising should work together

There's also an important distinction between posting organically and advertising on social media.

Your organic content builds familiarity, credibility and trust.

Paid campaigns allow you to put a specific message in front of a much larger, targeted local audience and turn that attention into enquiries.

The two can work particularly well together.

Someone might first discover your agency through a Facebook valuation advert, visit your profile and then see months of useful market updates, customer stories and videos from your team.

Suddenly, you're not an unfamiliar company asking for their details.

You're an active local agency demonstrating its expertise.

Even major property brands are investing heavily in social. Rightmove reported that investment across Facebook, Instagram, LinkedIn and TikTok contributed to a fivefold year-on-year increase in its social engagement during the first half of 2026.

The golden rule: would you stop scrolling for it?

Before publishing your next post, ask yourself a simple question:

If I didn't work for an estate agency, would I care about this?

If the answer is no, your audience probably won't either.

The best estate agency social media content isn't necessarily the most polished.

It's useful.

It's local.

It's human.

It answers real questions, demonstrates expertise and gives people a reason to remember you.

Because social media shouldn't simply prove that your agency is active.

It should give sellers and landlords a reason to choose you when the time comes.

Need help turning social media into a source of seller and landlord opportunities? Speak to the ValPal team about our managed Facebook advertising campaigns – get in touch on 0208 663 4930 or email socialmedia@valpal.co.uk.