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For each listing, post five to seven Reels across the life of the sale: a teaser, a full tour, one or two feature clips, a neighborhood clip, an open house invite, and a sold post. Most of them can be made from the listing photos and drone clips you already paid for. One listing should give you two to three weeks of content.
By Tom Van Vechten · Updated
Most agents post a listing once, on the day it goes live, and then go quiet. That wastes the best content they have. A listing is a ready-made story with a beginning, a middle, and an end, and it comes with professional media.
Posting about it over several weeks does two jobs. It gives the seller visible effort. And it shows future sellers how you market a home, which is the real audience for most of what an agent posts.
| When | Reel | Made from |
|---|---|---|
| Before launch | Teaser: three or four frames and "coming this week" | Listing photos |
| Launch day | Full tour, 30 to 60 seconds | Photo-to-video or walkthrough clips |
| Days 2–4 | One feature: the kitchen, the view, or the yard | Photos and drone clip |
| Days 4–6 | The neighborhood: what is within five minutes | Drone clip, your own phone footage |
| Before the open house | Invitation, with you on camera | Phone, filmed at the home |
| In escrow | A short lesson from this listing | You, talking |
| At closing | Sold, with a thank-you | Twilight photo, seller’s words with permission |
Check your MLS's rules before the teaser. Many restrict advertising a home before it is entered in the MLS, and the rules on coming-soon marketing change. Ask your broker if you aren't sure.
Yes, and it is the fastest way to start. Three formats work with stills:
Motion from a drone adds a lot for little effort. A 30-second aerial video is $175 with us where the airspace allows it. We don't currently offer filmed walkthrough or agent-on-camera video, so those clips are yours to film on a phone. See how to make real estate Reels for the steps.
People decide whether to keep watching almost immediately, so open with the most interesting thing, as text on screen. Don't open with your logo or "Hey guys."
Careful with the second one. Never state or imply how fast a home will sell or what it will sell for. Describe the home, not the outcome.
Use the neighborhood and city names in the caption and the location tag. People search for places.
Batch it. On the day the photos arrive, spend one hour and make the teaser, the feature clip, and the sold post. Film the open house invite and the neighborhood clip at the home in one visit. Schedule what you can.
Keep one template for each type so you aren't designing from nothing every time. Save the best frames from each listing in an album on your phone.
For what to post between listings, see what real estate agents should post on Instagram. To see the kind of frames that work, browse the portfolio.
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