Social media for real estate agencies: a practical guide
Checking advertising rules before you post, listing content that works, and turning every WhatsApp and Instagram enquiry into a lead your team follows up.
Updated 2 min read
In real estate a post is only the start: the commission comes from the enquiry someone answered quickly, the viewing that was booked and the follow-up that was not forgotten. This guide covers both halves, the posting and the follow-up.
Check the advertising rules first
Property adverts are regulated in many places, on social media too. Some regulators require a licence or permit number on every advert; others set out what information an advert must show. Rules change, so check your regulator's current requirements. In OmniBrand, an approval chain of up to five steps lets a compliance person check the licence details on every listing before it can go out.
What to post
- Just listed: the property, the district, the price and how to book a viewing.
- Video walk-throughs for Instagram, TikTok and YouTube; vertical, under a minute for the first look.
- Open house invitations with a date and a registration link.
- Payment plans and off-plan projects, with the date the offer ends.
- Keys handed over: a happy buyer, shared with their permission.
- Neighbourhood guides: schools, transport, shops and commute times. They answer what buyers search for.
Templates has ready-made Real estate posts (Just listed, Open house, Easy payment plan, Keys handed over) in English and Arabic. LinkedIn suits commercial property and off-plan launches aimed at investors.
Turn every enquiry into a lead
Messages from WhatsApp, Instagram, Facebook, your website chat and email arrive in one inbox. Mark the people worth following up as leads: the Leads board has five stages, from New to Converted or Lost, so nobody falls between brokers (Leads). Custom contact fields such as district, budget and bedrooms, and segments built from them, let you send the right new listing to the right people later (Lists and segments).
Click-to-WhatsApp ads
With Promote on WhatsApp you create a Facebook and Instagram ad whose button opens a WhatsApp chat with your number (Click-to-WhatsApp ads). When a buyer writes from the ad and you reply within 24 hours, everything you send them for the next 72 hours is free on WhatsApp. The Ads page then shows the conversations, leads, sales and revenue each ad brought in (Which ads bring conversations).
Viewings booked by a bot
The Real estate leads & viewings bot, an add-on built by OmniBrand engineers, qualifies buyers and renters (property type, district, bedrooms, budget, payment method) and books a viewing in your calendar, in Arabic and English, then hands the conversation to a broker. It is priced on request (Inbox bots).
Agencies with many brokers
- One workspace per brand or major project keeps accounts, posts and contacts apart.
- Roles decide who may publish, who approves and who only answers the inbox.
- WhatsApp offers about new listings go only to contacts who agreed to them; see the WhatsApp broadcasts guide.