An estate agent social media calendar for listings and trust

Key takeaways

An estate agent social media calendar needs two layers: listings, filled weekly as properties come on, and monthly slots that win instructions, such as sold and let proof, local area guides, market updates and the team. Most of the business comes from sellers and landlords, so the monthly layer matters as much as the listings. Every listing must give accurate material information.

• Listings weekly; trust and area slots monthly.
• Sellers and landlords choose agents on proof, not listings.
• Listings must include material information, such as price and tenure.
• Spring and early January are peak instruction periods.

What should an estate agent post?

Two layers. Listings: new properties, price changes and open days, filled weekly. Trust: sold and let posts (with the client's agreement), local area guides, monthly market updates in plain numbers, and the team who will handle the sale or let. The trust layer is what persuades a seller or landlord to instruct you.

• How to build a monthly social media content calendar
• Social media costs for UK estate and letting agents

Which rules apply to property posts?

Property listings, including on social media, must not omit material information buyers or tenants need, such as price or rent, council tax band and tenure, under consumer protection law and National Trading Standards guidance. Photos must not mislead. Get permission before posting sold properties and never show occupants or their belongings.

• A monthly compliance check before posts go live
• ASA rules for social media advertising in the UK

Which dates matter for agents?

Spring is the busiest market in most areas, and early January often brings a rush of new instructions and searches, so plan valuation posts for late December and February. Summer and the run-up to Christmas are slower. Mark school term dates, because families time moves around them.

• School holidays in your social media calendar
• January social media content ideas for UK businesses

How do local area posts help?

Local guides to schools, transport, parks, shops and new developments are useful to buyers and show sellers that you know the area. Plan one a month, keep it factual and up to date, and reuse it on your website. They also reach people who are not yet ready to move.

• Reaching your local community on social media

When should an agent post fewer listings?

When listings crowd out everything else, so the page reads as a property portal. Followers can see listings on the portals; they come to your page for proof, local knowledge and the people. Keep listings to Stories and one or two feed posts a week if the trust posts are disappearing.

What does this look like in practice?

A pattern with estate agents: a feed of listing photos only, with few valuation enquiries. Adding monthly sold proof, a local guide and a plain-English market update usually brings more seller conversations from the same audience.

• See client work
• Social Media Marketing for UK businesses

Estate agent calendar checklist

• Fill listings weekly.
• Plan sold, area, market and team slots monthly.
• Include material information in every listing.
• Get permission before posting sold properties.
• Plan valuation posts before spring and January.

• A salon social media calendar that fills the diary
• The five steps that turn a blank month into a schedule

Next step

Count last month's posts: listings against sold, area, market and team. If listings are more than half, plan the four trust slots for next month.