This answer applies 3 methods from the guide, led by one.
Choose a useful territory
Work at the intersection of audience questions, actual knowledge and a service you can deliver.
- 1Collect recurring questions from real conversations.
- 2Group them into a few useful themes.
- 3Choose a point of view supported by checked evidence.
- 4State the service connection without turning every post into a pitch.
Hold when: Do not imitate expertise you cannot support. Use only approved voice and rights-cleared material.
Read it in Broker Brain →Create once, adapt with purpose
Build one checked explanation, then adapt it only for channels and formats the audience uses.
Read it in Broker Brain →Measure the relationship, not applause
Move relevant responses into a one-to-one conversation only with permission, then measure useful follow-through.
Read it in Broker Brain →Choose your territory from real conversations
The method “Choose a useful territory” works where three things meet: the questions your audience asks, what you actually know, and a service you can deliver. “Just listed” and “just sold” sit outside it, because they answer nothing the reader was wondering.
Your next month of posts is in your last ten client conversations. Write the questions down in the client's own words; those words are your hooks.
- 01Messages and emails from the last month: what did people ask before they booked a viewing?
- 02Viewings and open homes: what did buyers ask while standing in the kitchen?
- 03Appraisals: what did owners push back on, and what did they want to know about price?
- 04Investors: what did they check before they made an offer?
- 05Past clients: what did they wish they had known before they bought?
Group the questions into a few themes
Group what you collected into three to five themes you can answer responsibly, follow-up questions included. If you could not answer the second question a reader would ask, the theme is not yours yet. Each theme below can carry months of posts once you add your own area and your clients' words.
- 01The full cost: the fees, charges and running costs a listing leaves out.
- 02Timing: whether to wait, told through the recent sales in one street or building rather than city headlines.
- 03Price: what sold nearby, and how an agent should arrive at a number.
- 04Moving: sell first or buy first, and what each costs.
- 05Investing: rent after costs, not the headline yield.
- 06How you work: what a client hears from you each week after they sign. This is the service connection, stated without turning every post into a pitch.
Write the answer once, then adapt it
“Create once, adapt with purpose” means checking one useful answer before you create anything, writing the clearest full version, then cutting it down for each format. Every version keeps the same shape, and the limit of the answer stays in even when the post gets shorter.
The same answer becomes a carousel, a caption, a short talking-points video or a text post. Choose the formats your audience actually uses; no posting formula or algorithm makes that choice for you.
- 01The hook: the worry in the client's words. “What will this apartment actually cost me each year?”
- 02Why it matters: what goes wrong for people who don't know.
- 03One checked fact, with its source and date: a published service charge, the recent sales in the building, the fees on a purchase.
- 04What you would do in their place, or the question you would ask first. Where the answer depends on their finances or contract, say who to ask.
- 05One reason to reply: “Tell me the building and I'll share its last three sales.”
A week you can keep
A few posts a week that answer something do more than a daily post with nothing in it. Choose a rhythm you can hold for three months, and keep time for replies inside it.
- 01Monday: pick one client question and check the facts you'll need.
- 02Tuesday: write the full answer once, with every figure sourced.
- 03Wednesday and Thursday: adapt it into the formats your audience uses.
- 04Every day: answer genuine replies first, and ask before moving anyone to a direct message or a call.
- 05Friday: count the useful conversations each post started and the time it took, then keep, change or drop the theme.
Measure the relationship, not applause
“Measure the relationship, not applause” swaps likes for three counts: replies that became a real conversation, the needs those people had, and what happened next. Reach and likes show a post was seen, not that it helped anyone.
Ask permission before you move someone into direct contact or save their details. Start from your own small baseline and change one thing at a time, so you can tell what made the difference.
Before anything goes up, check your market's advertising and privacy rules. A post that shows a specific home with a price or terms may count as an advert. Every figure needs a source and a date, and a forecast you cannot support comes out.
What gets in the way
Running out of ideas by midweek and filling the gap with listings and quotes.
Keep a running list of the questions clients ask you in messages and at viewings. Each one you can answer well is a post.
Judging posts by likes and views.
Count the replies that became a real conversation and what happened next, and keep the themes that start them.
Posting about the whole city like every other agent.
Pick one area or one kind of client, and answer their questions better than anyone else does.
Asking an AI for thirty post ideas and publishing them as they come.
Give it your own client questions and opinions, check every figure, and rewrite anything you wouldn't say out loud.
Questions agents ask next
How often should a real estate agent post?
As often as you can post something useful and still answer the replies. A few posts a week built on real client questions do more than a daily post with nothing in it. Choose a rhythm you can keep for three months, then review it against the conversations it started.
What should I post instead of “just listed”?
Turn the listing into an answer: what a home like this costs to own, who it suits, what sold nearby. The property becomes the example in the post rather than the whole post.
Do I need to be on camera?
No. Carousels, captions, text posts and a checked figure explained in plain words need no face. When you do film, use talking points rather than a script and record several at once.
My posts get likes but nobody messages me. What should I change?
Likes usually mean a post was pleasant, not useful. Build each post on a question the reader already has, and end with one specific reason to reply, such as offering the recent sales for their building.
Can I post market updates?
Yes, if every figure has a source and a date and you explain what it means for one kind of client. A chart on its own is not an argument. Check your market's advertising rules for anything that shows a specific property or price.