Estate agent social media: weekly video and post ideas

The most dependable estate agent social media plan is a short weekly routine built from what the branch already produces: new listings, changes of status, viewings, local knowledge, and answers to the questions buyers and tenants ask every day. None of these estate agent marketing ideas needs a studio or a budget, but each needs a quick check against the rules for that kind of post, which are set out below.

A weekly estate agent social media plan

For most estate agents, social media is one more job in a busy week, so run the same slots every week. We found no primary source on the best time to post, so pick days and times from your own account statistics.

New listing videos and posts

Film the home in the order a viewer would walk through it: the outside, the entrance, the main rooms, then the garden or outside space. Instagram lets you pick a frame from the video or upload your own image as the cover, so choose one that shows the whole front of the property.

Sales listings. The unfair commercial practices rules in the Digital Markets, Competition and Consumers Act 2024 have applied since 6 April 2025. The CMA's guidance (CMA207) gives "an advertisement of a product on TV, radio or in a social media post" as an example of an invitation to purchase. Our reading is that a reel or post showing an asking price is probably one. If it is, leaving out material information is automatically unfair, whether or not it would change a buyer's decision.

CMA207 allows for the limits of the medium, and says a hyperlink or QR code can be how the missing details are provided. The withdrawn National Trading Standards guidance put the price, tenure, council tax band and, for leasehold homes, ground rent, service charge and lease length on the first page of a listing. A sensible approach is to put those in the caption, or pin a link to the full listing. The government said in June 2026 that it would publish non-statutory guidance on these duties; it had not been published when we checked on 30 October 2026. See our guide to material information for estate agents.

Lettings listings. Since 1 May 2026, the government's rental bidding guidance counts "a social media post", and direct messages, as written adverts. Each must state one specific rent: no ranges, no "offers over", no invitation to bid. A breach can bring a civil penalty of up to £7,000. Agents advertising on Facebook must list their fees in the advert or link to them, and the ASA says a quoted rent must include any non-optional fees. Avoid wording that suggests you will turn away people with children, people on benefits or pet owners. Our guide to Renters' Rights Act lettings adverts covers the detail.

Status updates: under offer, sold subject to contract, let agreed

Status posts are quick to make: a photo of the board, a short clip at the front door, or one post rounding up the week's agreed sales and lets.

Keep them accurate. One of the 32 practices banned outright under the DMCCA is illustrated in CMA207 by an estate agent lying about local sales prices, so any figure you quote about prices achieved or how fast a home sold must be true. Update or remove the post if a sale falls through. For lettings, do not suggest that a property let above its advertised rent: since 1 May 2026, agents and landlords cannot accept bids above the advertised rent.

Viewing walk-throughs

A full walk-through works best as a horizontal 16:9 video, for example 1920x1080, hosted on YouTube. Rightmove embeds YouTube and Vimeo links on the listing, Zoopla accepts YouTube and Vimeo among its approved players, and OnTheMarket accepts a YouTube or Vimeo link or an uploaded .mp4 or .mov file of up to 150MB. Our guide on adding video to Rightmove, Zoopla and OnTheMarket has the steps.

Cut a vertical version for Reels and Shorts. Instagram's help centre says reels over 3 minutes will not be recommended to new audiences, and YouTube Shorts can be up to three minutes.

Take care with edited images. The ASA said on 11 September 2025 that images giving an inaccurate impression, such as added extras or exaggerated quality or size, are likely to mislead. In 2012 the ASA upheld a complaint against Taylor Wimpey over a show-home image that included upgrades, and CAP's advice for new-build adverts is to put a note such as "image includes optional upgrades at additional cost" next to the image, as prominent as the price. We found no UK rule written specifically for AI images or virtual staging as of 30 October 2026. See our guide to virtual staging in the UK.

Area guides

Area guides suit buyers and tenants who are new to a town: a walk down a popular street, the route to the station, the local shops, a park. Make one place the subject of each video.

Under CMA207, an advert with no price is not an invitation to purchase, but the general test for misleading omissions still applies. State only what you can check. Flood risk and planning were among the details the withdrawn National Trading Standards guidance treated as material, so avoid casual claims such as "no flood risk" or "nothing will be built here".

Short answers to buyer and tenant questions

A question of the week can be filmed at a desk in a few minutes. Ideas with settled answers:

• How much is a holding deposit? No more than one week's rent. See our holding deposit rules guide.
• Can I pay rent before I sign? Not since 1 May 2026.
• What is the most a tenancy deposit can be? Five weeks' rent where the annual rent is below £50,000.
• Can I ask to keep a pet? Yes. The landlord has 28 days to decide and needs a valid reason to refuse.
• What is the Renters' Rights Act information sheet? See our information sheet guide.
• For buyers: what tenure means on a listing, and why the council tax band is shown.

Answer one question per clip and put the date in the caption, because rules change. Add captions: Meta calls them "optional, but recommended" for Reels ads, and YouTube creates automatic captions but advises reviewing them. A 2019 survey by Verizon Media and Publicis Media, reported by Forbes, found 69% of people watched video with the sound off in public.

Team introductions

Short introductions tell people who to call: the valuer, the lettings negotiator, the property manager. A valuer explaining what they check on a valuation works too. Ask colleagues before filming them, and get the owner's or tenant's agreement before filming in anyone's home.

Which format suits which platform

Meta's Reels ad guidance says to keep the top 14%, the bottom 35% and 6% at each side clear of text. There are no published safe zones for organic reels, so the ad figures are a sensible guide. Our guide to Instagram reel sizes for property videos goes further.

Estate agent social media rules to check before posting

• Sales post with a price: price, tenure, council tax band and any leasehold costs in the caption or one link away.
• Lettings post: one specific rent including non-optional fees, agency fees listed or linked, and no wording that excludes people with children, people on benefits or pet owners.
• Edited or staged images: labelled next to the image.
• Status posts: match the real position, and any price claims are true.
• Landlord registration: the new private rented sector database rolls out from late 2026, and once it applies, letting or advertising before the landlord registers can bring a penalty of up to £7,000.
• Captions: checked for accuracy before publishing.

This guide explains the rules as of 30 October 2026 and is not legal advice.