- Listings are only part of it. Neighborhood guides and plain advice build the trust that brings sellers.
- Use carousels for listings and guides, Reels for walkthroughs, Stories for open houses.
- Keywords like LISTING, VALUE and GUIDE send details, a valuation form or a buyer guide in a DM.
- Describe the property, not the people you want to live there. Follow fair housing and local ad rules.
- Moonya prepares posts from your website and offers, and you approve every one before it goes out.
Why social media matters for real estate agents and agencies
Most people who follow a local agent are not buying this month. They are curious about prices, dreaming about a move or thinking about selling one day. When that day comes, they call the agent who already taught them something.
So the feed needs two things: proof that you sell homes in this area, and proof that you know the area and the process.
What to post: 12 ideas
Use these as a menu, not a checklist. Pick a few that fit, repeat the ones that get comments and saves, and drop the rest.
Carousels
- New listing. Five to eight photos, price, size, key features and how to book a viewing.
- Neighborhood guide. Schools nearby, transport, parks, coffee spots and typical property types.
- Buying step by step. From mortgage pre-approval to keys, in plain language.
- Seller checklist. What to fix, clean and prepare before photos and viewings.
- Just sold. A closed sale and what made it work, without private details of the buyer or seller.
Short Reels
- 60-second walkthrough. Front door to garden, with the three best features on screen.
- Local spot of the week. A bakery, park or market in the area you cover.
- Question of the week. “Should I sell before I buy?” answered in general terms.
- Market notes. What you see in your local market this month, as your own observation, not a promise.
Stories
- Open house today. Address, times and a map link.
- Price guess poll. Show a home, ask followers to guess, reveal the asking price.
- New this week. A quick roundup of new listings.
Comment-to-DM keywords
A comment-to-DM automation sends a private message when someone comments a keyword. Ask for the keyword on the post and in the caption, keep one keyword per offer, and send what you promised.
| Keyword | Post that asks for it | What the DM sends |
|---|---|---|
| LISTING | A new listing post | Full listing page, floor plan and viewing booking link |
| VALUE | A post for homeowners thinking of selling | Link to request a home valuation |
| GUIDE | A buyer guide carousel | A free buyer's guide PDF |
| VIEWING | Open house or walkthrough Reel | Times and a link to book a private viewing |
| AREA | A neighborhood guide | A longer area guide and current listings there |
Meta's rule: a private reply goes only to the person who commented, once, within 7 days of the comment (Meta: Private Replies). The full setup is in our comment-to-DM guide.
How Moonya runs it
Moonya is a social media autopilot for small businesses. It does the first draft of the work, and you stay in charge of what gets published.
- It learns your agency from the website. Paste the website and the Brand Brain picks up the services, offer, audience, voice and brand colors. You can correct or add anything.
- It prepares posts on a schedule. Post automations create carousels (3 to 10 slides), single image posts, Stories and short videos in the brand colors and fonts, in the language you post in. You can upload your own photos and videos to the Gallery and use them too.
- You approve. By default nothing is published until you approve it. Approve, edit or skip each draft on your computer or phone.
- It publishes. Approved posts go out to the networks you connect: Instagram, Facebook, LinkedIn, TikTok, Threads, YouTube, Pinterest, Google Business, and X as a paid add-on.
- DMs answer the keyword. Comment-to-DM automations for Instagram and Facebook send the link when someone comments your keyword. Starter includes 1, Pro 10 and Agency up to 1,000.
Video without a film crew. Moonya makes Reels from your own photos or clips with a voiceover, from AI images or from ready-made footage, adds captions to a video you recorded, and can create an AI presenter who talks to the camera, animated explainer videos and animated ads. You see the script and the credit price before anything renders. Some video formats unlock once the trial ends and the plan is paid. Agents can turn listing photos into a Reel with a voiceover, or use an AI presenter for market explainers when there is no time to film.
Plans: Starter $29, Pro $79 and Agency $199 per month, each with a 7-day trial for $1. See the pricing page.
Rules and cautions
This is general guidance, not legal advice. Rules differ by country, so check with your professional body or a local advisor when in doubt.
- Fair housing language. In the US, the Fair Housing Act prohibits ads that show a preference based on race, color, religion, sex, disability, familial status or national origin (see HUD: Fair Housing Act). Many other countries have similar rules. Describe the property (“three bedrooms, garden, 5 minutes to the station”), not the ideal buyer (“perfect for young families”).
- Licensing and disclosures. Many places require your license number, brokerage name or other details in ads. Check the rules for your state or country and your brokerage.
- Accurate listings. Sizes, prices and features must match the listing. Do not edit photos in a way that changes the property, and mark virtual staging clearly.
- Privacy. Do not post sellers' personal items that identify them, and get permission before showing buyers or sellers.
Keep reading
Go deeper with 30 Instagram post ideas for local businesses, how to get clients from Instagram comments: comment-to-DM for small businesses and how to write Instagram captions that get comments (with templates). Comparing tools? See Moonya vs Hootsuite and Moonya vs Buffer.
FAQ
What should a real estate agent post on Instagram?
New listings, short walkthroughs, neighborhood guides, plain advice for buyers and sellers, and just-sold posts without private details. Local knowledge builds more trust than listings alone.
How do I get leads from Instagram as an agent?
Give people a reason to message you: comment VALUE for a home valuation, GUIDE for a buyer guide, LISTING for full details. A comment-to-DM automation sends the link right away.
What is fair housing language in social media posts?
Describing the property and its features instead of the kind of person you want to buy or rent it. Avoid phrases that suggest a preference for or against any protected group.
Can I use AI images for listings?
Do not use AI images to show the property itself. Buyers expect real photos. AI visuals are fine for general advice posts, market explainers and event announcements.
Does Moonya work for a whole agency?
Yes. Pro includes 3 workspaces and 15 channels, Agency includes 10 workspaces and 30 channels, so separate agents or offices can each have their own brand settings.
Do I approve posts before they go out?
Yes. By default nothing is published without your approval, so you can check every price and detail first.