Not all content performs the same across every platform.
Market updates might work on YouTube but feel too polished and fall flat on TikTok. A quick Reel could drive engagement on Instagram but get lost in the Facebook feed. If you're a real estate agent trying to build trust, grow your audience, and get leads through social media, knowing what to post (and where to post it) matters more than ever.
Below, we break down what type of content works best across Instagram, Facebook, TikTok, and YouTube, along with how Curaytor helps you stay consistent and strategic with your content marketing.
Instagram: Visual First, Always
Instagram is still the top platform for engagement in the real estate space.
What's the best real estate content on Instagram?
Carousel Posts
Best real estate content for Carousel posts: step-by-step tips, market explanations, social listicles (“3 things to know before you…”), and mini-guides.
Carousels are especially effective for sending positive engagement signals to the algorithm, since people tend to swipe through multiple frames.
Reels
Best real estate content for Instagram Reels: quick home tips, home walkthroughs, neighborhood drive/walk-throughs, listing teasers, “day in the life,” or short client wins.
Reels get the strongest discovery reach, especially with non-followers.
Stories
Best real estate content for Instagram stories: polls, Q&A boxes, quick market notes, behind-the-scenes listing prep, small business shout-outs.
Stories are a great way to deliver less-polished, real-time content that drives replies and conversations. Leverage Instagram's native features like stickers, polls, and Q&As to drive stronger engagement.
Story Highlights
What should live in your Instagram story highlights: FAQs, buyer/seller resources, market updates, saved client testimonials.
Story Highlights act like a mini website for anyone checking out your profile. Organizing this content will help viewers learn more about you without having to leave the app.
Notes
Best use for Instagram notes: quick prompts, local reminders, or seasonal tips.
Notes show up at the top of your DMs and spark easy replies. Like Stories, Notes are a great way to ask more questions and crowdsource your networks' opinions.
Collaborator Posts
Expand your reach even further by tapping into other local accounts’ followings when showcasing things like: client wins, local business spotlights, lender or builder partnerships, local events organizations, and more.
How Curaytor helps real estate agents on social media: With our weekly content marketing plan, you get ready-to-publish images for Facebook, Instagram, and Google Business Profile, plus templates, vertical video scripts, and design assets that help your content feel branded, professional, and easy to publish.
Facebook: Community Over Promotion
Facebook is still a key platform for connecting with your local market, especially demographics likelier to include homeowners and empty nesters.
What's the best content for real estate on Facebook?
Photo Albums/Multiple Photo Posts
What to post multiple photos about: highlights from local events, behind-the-scenes listing prep, neighborhood spotlights.
Facebook prioritizes albums and people naturally click through multiple photos. Just don't post too many photos; curate your album a bit!
Single Photo Posts
When to post a single picture? Small business shout-outs, quick market insights with a visual, client success stories.
These posts are clean and easy to engage with.
Video Posts
Here's where you'll probably have the most overlap with your Instagram strategy: listing tours, client testimonials, neighborhood walk-throughs, quick tips.
Though it's been over a decade since Mark Zuckerberg's "Pivot to Video" and there have been plenty of updates to his platform's algorithm, Facebook still boosts native video (posted directly to Facebook) over external links (like YouTube videos).
Text-Only Posts
Community questions with simple prompts (“What local restaurants do you recommend to new neighbors?”), short stories, and local observations are all posts that don't require anything visual to inspire a conversation.
Sharing easy-to-answer questions and personal anecdotes feel personal and tend to spark more comments.
Polls
“This or that” home features, neighborhood preferences, and renovation choices all make for great poll content. Why it works: Fast participation and high comment potential.
Facebook Live
Educational workshops, market updates, Q&A or “ask me anything” for buyers or sellers can all make for great live video content.
Don't just rely on Facebook telling everyone you've gone live out of the blue, though. Schedule and promote an interesting topic in advance. If you have a larger, more engaged following on Instagram, you may want to use that platform instead.
Events
Building off of going live online, Facebook remains a smart place to promote in person events, too: open houses, workshops, or homeownership classes.
YouTube: Pair Organic Content with Strategic Ads
YouTube is where viewers go to learn and make decisions, especially when it comes to moving, relocating, or buying a home.
Best real estate content types for YouTube:
- Neighborhood breakdowns
- Cost of living videos
- “Moving to [Your City]?” guides
Friendly reminder: YouTube viewers are intentional. They're not TikTok viewers scrolling for entertainment; they’re curious about what it might be like to live in an area, searching for answers to specific questions. The view counts on this kind of content will almost definitely be lower, but the intent of your viewer is considerably higher. Our clients who invest time in YouTube continually cite how many of their clients reference watching their channels and doing deep dives on their content.
How Curaytor helps real estate agents on YouTube: with our Agency Custom PPC services, we can create targeted YouTube ads to reach the buyers and sellers you care about most. We handle the strategy, setup, and optimization so your video content doesn’t just get seen, it gets results. If you invest in quality listing videos, we'll promote those to larger audiences, giving you better stats for your Seller Reports and a stronger chance of finding the right buyer for your listing.
TikTok: Quick, Real, and Personality-Driven
TikTok rewards content that’s fast, unpolished, and authentic. The quick-switch nature of the platform makes it tough for lots of agents to find their voice there, but if you've got a knack for video (or a chronically online Gen Z-er in your marketing team), you might be able to carve out a unique niche on one of the biggest platforms in the world.
What's the best real estate content for TikTok?
- Quick home tours
- Local restaurant shoutouts
- Myth-busting market tips
- Day-in-the-life content
TikTok thrives on relatability. It’s less about polish and more about presence. Show up consistently, stay in touch with trending audios, and your content can reach thousands, even without a big follower base.
A Plan For Every Platform.
With Curaytor’s weekly marketing plan, agents get:
- Weekly blog posts to boost your SEO and showcase your expertise
- Direct response and promotional emails to nurture your database
- Social media templates with captions, graphics, and vertical video scripts
- A growing library of marketing assets tailored to your brand
Plus: the choice to run everything yourself or hand it over to our expert team. If you're marketing-savvy or have great resources for design and copy, they'll love starting with a strong plan and templates to build from. If you need help crafting and publishing content directly, our team is here to help you.
Ready to Get Strategic About Your Social Media?
Stop guessing what to post. With Curaytor, you get a plan that works across platforms, without starting from scratch each week.
In one thirty-minute call, our marketing experts will learn about your business, develop a plan to help you grow, and even create a listing promotion or hyperlocal content campaign with you.
Let’s do great work together.
