Welcome to what’s expected to be another hot year in the real estate industry. Prices have risen year over year while inventory remains low, making it a competitive landscape for buyers and a demanding climate for sellers. Real estate agents can stay top-of-mind, establish trust, and position themselves as industry thought leaders through their social media channels by posting aspirational and educational content on a consistent basis.

While content reigns supreme in marketing strategies, creating consistent real estate social media content in 2022 requires some additional planning and a few tricks to stay ahead of the algorithm. A key takeaway is understanding that video is slated to be the most effective form of social media content this year. Thankfully, every real estate agent is equipped with the only tool necessary to begin crafting videos: a reliable smartphone. Below are a few social media content ideas — all of which can be easily transformed into video content — that real estate agents can use to build their feeds (and their following) in another heated year.

Listings

Just Listed Posts

Beautifully staged and well-composed real estate photography will catch the eye of any social media scroller, so it’s important to start with quality photography when marketing your listings. In addition to eye-catching visuals, the structure of your listings’ captions should remain consistent. An example caption could look like: “just listed in [#neighborhood] | 3 bed, 3 bath ranch with a dreamy backyard and fully finished basement.” Don’t forget to add your hashtags!

Pro Tip: Encourage your followers to turn on post notifications so that they will be alerted as soon as new listings hit the market. Feel free to share your colleagues’ listings with their permission.

Coming Soon Posts

Like Just Listed posts, Coming Soon posts that use engaging and visually impactful property photography give buyers a preview of the property before it goes active in the MLS. Easily transform a static Coming Soon post into a Reel by conducting a video tour with a call to action that encourages followers to turn on post notifications for when it goes live.

Pro Tip: Always check with your local division of real estate or consult with your managing broker to understand the rules of marketing properties as Coming Soon.

Video Tours

Short-form video content on Instagram Reels and TikTok will dominate the real estate social media landscape in 2022. With your seller’s permission, capture a quick video tour of the home that highlights the most astounding features. When cross-posted across Instagram Reels, Facebook Video, and TikTok, a video tour gives your listing a lot more visibility for less than fifteen minutes of work. For buyers, these point-of-view style video tours showcase a live view of the home, allowing them to envision themselves in the space ahead of a showing.

Pro Tip: Don’t repost your TikTok-watermarked videos to Instagram. Instead, create a video in CapCut (it’s just as easy to use as TikTok, I promise!), and post the non-watermarked video version to both channels. That way, Instagram won’t shadowban your video.

Design Inspiration

Home Office Spaces

Flexible spaces and additional bedrooms have transformed into at-home offices; a trend that, according to Upwork, will steadily rise as nearly 22% of the workforce will work remotely by 2025. Offer your clients inspiration for their home searches or staging options with design-forward solutions (or, just really awesome office setups) through video walkthroughs or a gallery of images.

Pro Tip: Real estate agents are consistently on the go. Share with your followers your remote work staples, such as your favorite to-go coffee mug and a quality bag that fits a laptop.

Mood Boards

Real estate agents recognize trends in architecture and design, so fashionable color choices and textures should be no different. Take a tip from @kyleetrunck_interiors and create a mood board of stylish combinations for the home. Alternatively, you can partner with a local interior designer to create the mood board graphics for cross-posting and audience sharing opportunities.

Pro Tip: Engage with a local interior designer for an Instagram or TikTok Live Q+A session to share interior design inspo with your followers.

Bathrooms

Self-care is having a moment, especially in the bathroom department. The value of an updated, spa-like bathroom is not a foreign concept to real estate agents, but a well-designed bathroom deserves its own time in the spotlight (and on your feed). Let your followers in on the trends you’ve been seeing in new listings to inspire self-care in their own spaces.

Pro Tip: Bathroom staging in real estate photography is an art. Ask your staging expert if you can film a timelapse of them staging the primary bathroom, add a quick before and after photo at the end, and post to Instagram Reels and TikTok.

Lifestyle

#CleanTok

Head down the rabbit hole of #CleanTok to experience the obsession for yourself. Regardless of your client's position in the sales and marketing funnel, everyone loves the satisfaction of seeing a space go from grimy to glistening. That’s not to say you should purposely let your space go for the sake of a post. Instead, share your favorite cleaning products and organizational tips to inspire home “wellness.”

Pro Tip: Engage a local cleaning company to share tips and tricks for keeping a tidy home. It’s a win-win — you gather free content and a local business is uplifted.

Neighborhood Highlights

Buyers consistently cite “location” as their first priority when purchasing a home. A simple video tour of a neighborhood that highlights community staples — think parks, restaurants, and hidden gems — positions you as the neighborhood expert amongst your followers.

Pro Tip: Next time you’re out on the town, film a few clips of the exterior, interior, and menu of the restaurant you visit. It’s a simple, yet effective way to build video content while promoting local businesses. Foodies, rejoice.

Maintenance Reminders

If you live in a seasonal climate like me, a reminder to clean out the vents and winterize my plumbing is highly appreciated. Create a simple Instagram Story graphic in Canva with a link to a local maintenance business, such as your go-to HVAC service provider.

Pro Tip: Add the business’ handle sticker so that they are more likely to share the image to their story.

Are there any tips and tricks you’re using to amplify your real estate social media strategy in 2022? Share them below!