The most common real estate feed is all listings. It performs badly, and the reason is simple: a listing post only speaks to people who are ready to buy that exact property right now. That’s a tiny fraction of anyone’s audience, and it ignores everyone who will be ready in six months.

A working feed does four jobs. Here’s what each one does and roughly how much of your feed it should take.

Local lifestyle content: about 40%

This is the content that reaches people before they’re searching. Neighborhood tours, the coffee shop everyone underestimates, what the commute from Brickell actually looks like at 8am, which streets are walkable and which aren’t.

It performs well because it’s interesting to people who live there and useful to people considering a move. It also quietly establishes that you know the area, which is the thing buyers most want to believe about their agent.

Example: “Three things nobody tells you about living in Kendall.”

Property content: about 25%

Listing walkthroughs, before-and-afters, price-point comparisons. This is proof of work, and it matters, but as a quarter of your feed, not all of it.

The version that performs is the one that teaches while it shows. Instead of listing features, explain what the price buys: “This is what $600K gets you in Kendall right now” does far more than a photo carousel with a price in the caption.

Educational content: about 25%

Answer the questions your clients already ask you. Closing costs. What inspection issues are worth walking away from. How long the process actually takes. What happens after an offer is accepted.

This is the highest-trust content you can make, because it helps people whether or not they hire you, and that’s precisely why it makes them want to hire you. It’s also the most saved and shared, which is what extends its reach.

Example: “The five closing costs first-time buyers never budget for.”

Personal content: about 10%

How you work, how you communicate, why you got into this. Not your lunch. The parts of your process a client would actually be relieved to see.

This is usually the content that closes the gap between “she seems competent” and “I’d be comfortable working with her,” and it’s the one most agents skip because it feels self-indulgent. A small amount does a lot.

How to use the mix

Don’t audit every post against percentages. Look back at your last twenty posts and see which category is missing. It’s almost always educational or lifestyle, and almost never listings.

Then check each post against one question: does this leave a viewer knowing something about my market knowledge, my skill, my personality, or what to do next? If it does none of those four, it doesn’t need to be published.

---

Where this fits

Once your mix is right, the next constraint is what you ask viewers to do, and what happens when they respond.

Back to the full guide: Converting Social Media Attention Into Real Estate Clients