Real estate social media management is an ongoing effort that introduces properties on the Instagram and Facebook accounts of the real estate office and its agents, makes the agent and the neighborhoods they work in visible, turns incoming messages into viewing appointments, and removes posts about properties that have changed hands on time. Social media management for real estate agents follows a different rhythm from a store or café account: the property portfolio changes every week, every post can become a listing, and the rules that apply to listings also concern social media posts.
This page addresses questions specific to real estate offices: the content of property posts, video tours, agent branding, neighborhood content, regulatory provisions for posts that constitute listings, message handling, and removing a sold property from the account. The general workflow of the service is explained on the social media management page.
Let us review the office’s Instagram account together
When you send the office account and any agent account addresses, the neighborhoods you serve, and the portal currently hosting your listings through WhatsApp, the accounts receive a free preliminary review. Once the tasks to be taken over are clear, a written proposal is sent the same day.
Which two audiences does a real estate office’s account address?
In real estate social media management, the office account addresses two distinct audiences: prospective buyers or tenants looking for a home or business premises, and property owners seeking a reliable agent to entrust with their property. Property posts target the first audience, while neighborhood knowledge and explanations of the process target the second; when either is forgotten, the account becomes either a listing board or a personal diary.
Prospective buyers want to see the price, number of rooms, location, and actual condition of the home. Property owners, meanwhile, watch how the agent takes photographs, presents the listing, and responds to questions; every carefully presented listing serves as a sample case for the next property owner.
Real estate social media posts can be distributed between these two audiences as follows:
- For buyers and tenants: Newly added properties, video tours, listings with updated prices, and viewing times.
- For property owners: How a valuation meeting is conducted, what the authorization agreement does, and the steps involved in photography and promotion.
- For both audiences: Neighborhood introductions, general information about title deed and mortgage procedures, the office address, and opening hours.
What information should a property post include?
A property post should show the home’s strongest feature in the first image, the rooms in sequence in the following images, and the listing’s essential information in the caption. The first three images often determine on their own whether the visitor will stop scrolling.
In a carousel post, the sequence is arranged as though walking through the home: building entrance, living room, kitchen, bedrooms, bathroom, balcony or view, and finally the floor plan, if available. Photographs taken in daylight with curtains open and personal belongings put away convey room sizes more accurately.
The office uses a single caption template; the information appears in the same order regardless of which agent shares the post:
- Transaction and property type: for example, an apartment for sale, a shop for rent, or land for sale.
- District and neighborhood; the door number or full street address is not included.
- Gross and net square meters, number of rooms, floor, building age, and heating type.
- If the price is shared, gross and net floor area information immediately beside the price.
- The authorization certificate number, the business name appearing on the certificate, and contact information.
- The listing reference; this reference identifies which home the person sending a message is asking about.
The reasons for the last three lines are explained in the regulations section; energy performance certificate information is also added for properties that have one.
Video tours, Reels, and Stories: what does each format do?
In real estate, video tours and Reels are used to show people around a home, Stories to provide current announcements, Story Highlights to retain permanent information, and Google Business Profile posts to reach people searching for the office on the map.
| Format | Role in real estate | Points to consider |
|---|---|---|
| Reels and video tours | Showing the home from the entrance to the balcony in one continuous sequence | The strongest feature in the first seconds; neighborhood and room count displayed on screen |
| Carousel | Showing the rooms in sequence along with the floor plan | The image sequence should follow the walk through the home |
| Story | New properties, viewing times, price updates | Disappears from the feed after one day; permanent information is moved to Highlights |
| Story Highlights | Folders for sales, rentals, neighborhoods, the process, and contact information | Sold and rented homes are removed from these folders |
| Google Business Profile post | Office announcements, news of new properties, changes to opening hours | The name, phone number, and hours on the profile should match the Instagram biography |
When filming a video tour, the phone is held vertically, movement is slow and continuous, and there is a pause of a few seconds at the entrance to each room; room names and square meters are displayed on screen for viewers watching without sound. In most offices, the agent films the raw footage; editing, subtitles, cover images, and caption preparation are handled as part of real estate social media management, while responsibility for filming is clarified in the initial meeting.
The setup of the profile, which represents the office on maps and in searches using neighborhood names, is explained step by step in the Google Business Profile guide.
How are an agent’s personal brand and local expertise presented?
In real estate, trust is often placed in an individual: a property owner wants to work with the agent who will show their home, rather than a signboard. For this reason, real estate social media management makes the agent’s face, voice, and specialist neighborhood visible alongside the office account.
Office account or agent account?
The two are not competitors; they are two showcases with different responsibilities. The office account presents the entire property portfolio and team, while the agent account describes the individual’s daily work, familiar streets, and personal property portfolio. If the same listing is shared on both accounts, the caption comes from a shared template, with a short personal note added on the agent’s account.
How office properties on an agent’s personal account will be handled when the agent leaves the office is governed by a written internal rule established at the outset; keeping a post about a home after marketing authorization has expired also conflicts with the authorization rule below.
Content introducing the neighborhood
Local expertise content consists of posts describing the neighborhood where the agent works through the eyes of someone looking for a home, and is placed regularly between property posts. Because these are not listings, they can remain on the account even after a home is sold; if figures are used, their source must be clear.
- Public transportation connections and routes to the center
- Everyday amenities such as schools, parks, neighborhood markets, and healthcare facilities
- The building landscape: apartments in residential complexes, older apartment buildings, and detached homes
- Frequently asked questions about rentals and sales, together with the agent’s answers
What rules apply to posts that constitute listings?
A post introducing a property for sale or rent should be considered together with the general rules for real estate listings when it constitutes a listing. The Regulation on Real Estate Trade does not explicitly mention social media by name; however, Article 12 binds businesses publishing listings online to the listing rules in Article 14 and the prohibition on information that misleads third parties. Since a property post on Instagram or Facebook is also published online, observing these rules is the cautious approach.
The provisions in the second paragraph of Article 14 of the regulation that directly affect the posting plan are as follows:
- Required information (subparagraph i): The authorization certificate number, the business name or title on the certificate, contact information, energy performance information where available, and the property’s location and characteristics are provided in an easily readable format; the full street address is excluded from this list.
- Limits of authorization (subparagraphs ı and j): No statement contrary to the authorization agreement is used; listings are not published for properties for which there is no sales, marketing, or rental authorization.
- Confidentiality of information (subparagraph a): Information and documents obtained during the service cannot be disclosed outside the principles specified in the agreement; the property owner’s approval is obtained before sharing any detail about them.
- Removal deadline (subparagraph h): In the event of a sale, rental, withdrawal, or expiration of the authorization agreement, listing activity is ended within the following three days.
A paragraph added to the regulation in 2025 also prohibits price increases in online property listings that have no justified reason and are inconsistent with general economic conditions. The Regulation on Commercial Advertising and Unfair Commercial Practices adds two points: under Article 27, if a price is given in an advertisement for residential or vacation property, the gross and net area of the independent unit must also be shown. The eighth paragraph of Article 18, added by the amendment that took effect on August 1, 2026, also requires clear disclosure when artificial intelligence or other software is used in a way that significantly affects the consumer’s decision; this note should not be omitted from images showing an empty apartment furnished using software.
EİDS, the Electronic Listing Verification System, is the Ministry of Trade’s system for verifying the identity and marketing authorization of people marketing real estate through listings on electronic platforms. Since no explicit provision stating that Instagram posts are subject to EİDS has been identified, no such obligation is asserted here. This section provides general information and is not a legal opinion.
How are posts updated when a property is sold or rented?
When a property changes hands, posts that constitute listings are handled on the same day as the portal listing; this is the task most frequently neglected in real estate social media management. The three-day period in the regulation is an upper limit; the real delay comes from not remembering which channels featured the sold home.
For this reason, a small record is kept of the account, format, and date on which each property was published. When news of a sale or rental arrives, the following sequence is followed:
- The post on the office and agent accounts is archived; if it is to remain on the account, the price and listing details are removed from the caption, and the property owner’s approval is obtained.
- The relevant images are removed from the Story archive and Highlight folders.
- Pinned posts and the biography link are checked.
- If there is a property advertisement or boosted post, its delivery is stopped.
- The same update is made to the Google Business Profile post and the listing on the office website.
- Similar properties are suggested to people who asked about that listing.
Key handover and title deed day photographs
A handover photograph taken with the buyer or property owner constitutes personal data because it shows an identifiable individual. According to the Personal Data Protection Authority’s explanation of explicit consent, explicit consent must concern a specific subject, be based on information, and be freely given; general consent covering all kinds of processing is considered invalid, and the burden of proving consent rests with the data controller.
In practice, the person is told in advance which account will share the photograph and for what purpose, and approval is retained as a written message. Family photographs, tenants’ belongings, door numbers, and vehicle license plates are also removed from the frame before filming. This section provides general information and is not a legal opinion.
Let us establish the property workflow across your accounts together
When you share how many agents work in the office, how frequently the property portfolio is refreshed, and which portal holds the listings, the caption template, video tour structure, and post-sale update steps are developed for the office.
Messages, calls, and WhatsApp: how do interested people reach an appointment?
On a real estate account, conversion means that the person who sees a post reaches the right agent and books a viewing appointment; messages are handled using the listing reference and forwarded to the relevant agent within the agreed period.
The most frequent questions are clear: price, whether the listing is current, mortgage eligibility, furnishing status, and when the home can be viewed. As part of Instagram management for real estate offices, office-approved response templates containing the listing reference and agent’s name are written for these questions and kept current so that an old price is not sent for a listing whose price has changed.
- Price inquiries: If the caption includes a price, the same figure is repeated; if the price is shared by message, the reply is not delayed.
- Phone number: The number of someone requesting a call is collected for that conversation and is not used for another purpose.
- Messages outside working hours: A short automatic greeting states when a reply will be provided the following day.
- Profile buttons: Call and WhatsApp buttons are connected to the office’s current phone line.
How are comments and reviews managed in a real estate office?
Reviews for a real estate office should come voluntarily from buyers, tenants, or property owners whose transactions have been completed; reviews obtained in exchange for gifts or written by the office’s acquaintances undermine both trust and regulatory compliance. Negative comments receive a brief, calm response, with the details discussed by phone.
the July 1, 2026 issue of the Official Gazette published an amendment, effective August 1, 2026, that revised Article 28/B of the Commercial Advertising Regulation. Accordingly, when reviews can be submitted online, only those who purchased the service may submit a review, reviews for which the purchase is unverified cannot be used in advertisements, and agreements or service purchases intended to obtain false reviews to increase sales are prohibited.
On social media, this means checking the source and the reviewer’s approval before turning a screenshot of a customer review into an advertising image. Sending a customer whose transaction is complete a short link to the office’s Google profile is an easy approach; the link can be prepared with the Google review link generator. This section provides general information and is not a legal opinion.
Ready-made real estate templates and an office-specific plan: common mistakes
A common method in the industry is to use the same ready-made template for every listing, change the photograph, and run the account like a listing board. This arrangement is fast but does not show the office’s neighborhood knowledge or the agents’ personalities; when real estate social media management is tailored to the office, the caption template and property record are established first, followed by agent and neighborhood content, and finally the visual style.
| Common mistake | Correct approach |
|---|---|
| A sold home appearing to be for sale for weeks | A channel record for each property and an update on the day of sale |
| Sharing a listing without an authorization certificate number | A fixed authorization certificate line in the caption template |
| Using another office’s or portal’s photograph | Original photography; properties without authorization are not shared |
| Making a room appear larger using an excessively wide angle and filters | Natural light, a realistic angle, and a floor plan image |
| Replying to messages hours later | A response template with a listing reference and a duty rotation among agents |
| Buying followers | Neighborhood-focused content and targeted property advertising when needed |
Purchased followers also distort measurement: as accounts that are not real buyers increase, it becomes impossible to tell which properties are attracting interest.
Real estate account handover, process, and monthly fee
The work begins with a review of the office’s existing accounts and listing workflow; templates and the property record are established in the first month, followed by an ongoing cycle of production, publishing, message monitoring, and measurement in subsequent months.
- Initial meeting: The neighborhoods served, number of agents, frequency of property turnover, and portals used are discussed.
- Account review: Profile information, Highlights, and old listing posts are reviewed; sold or rented homes are listed.
- Templates and records: The caption template, response templates, and property channel record are approved together with the office.
- Production and publishing: Footage filmed by the agent is edited, and posts are published according to the approved calendar.
- Monitoring and measurement: Messages, profile activity, and link clicks are monitored; the neighborhoods and property types attracting interest are reported monthly.
The monthly fee for real estate social media management starts at 9,000 TL; the budget paid to the platform for advertising is not included in this fee. The final amount is stated in the proposal after the number of agents and accounts, property volume, video editing, and message workload have been reviewed; details of the items are on the social media management prices page.
Reaching the relevant audience with property advertising is a separate task, carried out under Meta advertising management with a clear proposal provided after the campaign scope has been reviewed. If there is no office website where visitors arriving from the profile can find listing details and the agent, the property structure on the real estate website design page can be considered.
No promises are made about follower, message, or sales counts. Onur Freelance is based in Maltepe Gülsuyu; it works through meetings or video calls within Istanbul and remotely with other cities, and answers messages between 09.00–21.00. The general framework is on the social media management service page.
Let us prepare the office’s first-month posting plan
An agent seeking information, an office wanting its existing account evaluated, and a team ready to start immediately all begin at the same point: the office account address, number of agents, and neighborhoods served. This information is used to prepare the first month’s posting plan and a written proposal.
How the same service varies across other sectors is explained on the beauty center, hotel, restaurant and café, doctor and clinic, and school pages.
Frequently asked questions
How much does real estate social media management cost?
At Onur Freelance, real estate social media management starts at 9,000 TL per month; advertising spend paid to Meta is outside this fee. The final amount is stated in the proposal after the number of agents and accounts, property volume, video editing, and message workload have been reviewed.
Should an Instagram property listing include the authorization certificate number?
The Regulation on Real Estate Trade requires businesses publishing online listings to display the authorization certificate number in an easily readable format in the listing. Although the regulation does not specifically mention social media, adding this number to the caption template for posts that constitute listings is the cautious approach. This answer provides general information and is not a legal opinion.
When should a post about a sold home be removed?
The regulation requires listing activity to end within the following three days in the event of a sale, rental, or expiration of authorization. When the post, Story, Highlights, and any advertisement are updated on the same day, this deadline ceases to be an issue.
Are Reels or carousels more suitable for a real estate agent?
The two perform different jobs: a Reel is a short video that shows the home in a continuous sequence, while a carousel is a post showing the rooms in order along with the floor plan. For most properties, both a video tour and a carousel are prepared from the same shoot.
Should the agent's personal account or the office account be managed?
Because the two have different responsibilities, they are planned together: the office account presents the entire property portfolio and team, while the agent account describes the individual’s specialist neighborhood and daily work. The same listing is shared on both accounts using a shared caption template.
What other information must be added if a property post includes a price?
Under Article 27 of the Regulation on Commercial Advertising and Unfair Commercial Practices, if an advertisement for residential or vacation property includes a price, the gross and net floor area of the independent unit must also be shown. This answer provides general information and is not a legal opinion.
Is permission needed to share a key handover photograph?
Since a photograph of an identifiable individual constitutes personal data, obtaining that person’s explicit consent before sharing is the cautious approach. According to the explanation by KVKK (Turkey’s Personal Data Protection Law), explicit consent must concern a specific subject, be based on information, and be freely given; the approval message is retained.
Are followers or sales promised for a real estate account?
No, no numerical commitment is made about follower counts, message volume, or sales. The property itself, its price, neighborhood, and advertising use all influence the outcome together; therefore, the proposal is based on a breakdown of work and the reporting structure.
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