Facebook remains a powerful tool for property managers to grow their brand and connect with more landlords and tenants. With billions of users, it offers unmatched reach. The right Facebook real estate marketing strategies help you build trust and long-term growth—without paying for ads. This guide shows how to create engaging content, connect locally, and use free Facebook tools to grow your presence and reputation organically.
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Table of Contents
Build Brand Authority With Real Estate Facebook Content That Converts
Strong content earns confidence and grows your presence. With the proper posts, your agency can become a go-to source for property advice. Consistent value-driven content helps your audience see you as a trusted local expert.
Share Posts That Solve Problems
Most property owners follow agencies that offer helpful advice. Focus your content on the problems they face. This positions your brand as the expert with the answers.
Post ideas include:
- Common property tips (e.g. how to avoid maintenance delays)
- Answers to FAQs (e.g. how bonds are handled)
- Day-to-day insights (e.g. what happens during a routine inspection)
These types of posts create trust and encourage interaction. They also help you attract landlords and tenants who want reliable service.
Stay Consistent And Local
Keep your agency top-of-mind by posting often and with purpose. Share a steady mix of content that reflects your knowledge of the local area and the real estate market.
Plan weekly updates that include:
- Local market insights
- Suburb spotlights
- School zones or public transport near your listings
This content builds your real estate Facebook presence and shows long-term value to landlords and tenants alike.
Humanise Your Brand
Trust plays a key role in real estate. People want to know who they’re working with. Show your team and values to make your brand more relatable and credible.
Ways to do this:
- Highlight staff with “Meet the Team” posts
- Share team wins or casual office moments
- Use Facebook Stories for real-time updates from your team
High-Engagement Organic Post Types
| Content Type | Purpose | Example |
|---|---|---|
| Property tips | Educate landlords and tenants | “3 ways to avoid tenant disputes” |
| Staff highlights | Build personal connection | “Meet Jess – our leasing pro” |
| Local area insights | Show market knowledge | “Suburb spotlight: Greenslopes” |
| FAQs or process videos | Create clarity and trust | “How we handle inspections.” |
Use Facebook to Engage Local Landlords and Prospective Tenants
Facebook is not just for posting listings. It is a space to connect with your community. When you engage well, you increase your visibility and attract more property owners and tenants.
Join Local Groups And Be Active
Local Facebook groups are full of people from your target audience. These include landlords, tenants and first-time homebuyers. Join groups that focus on your area or suburb. Answer questions and share valuable tips. Avoid pushing listings unless the group allows it.
What you should post:
- Lease tips for landlords
- Rental rights updates for tenants
- Helpful checklists (e.g. vacate or move-in tips)
Start Conversations On Your Page
Boost your engagement by asking questions. People are more likely to comment when you keep it simple. Polls, “this or that” posts and feedback requests help build your audience.
Easy ways to engage:
- Ask: “What’s your biggest challenge with renting your home?”
- Share: “This week’s property management win.”
- Invite: “What features do you look for in a rental?”
These light-touch posts invite quick replies and get your posts seen by more users.
Respond To Messages And Comments Fast
Quick replies show your agency is active and reliable. Most Facebook users expect a response within 24 hours. A timely reply can turn a casual comment into a qualified lead or a simple question into a new listing. You can also tag local businesses or reference community events in your replies. This boosts visibility and shows that your team is engaged with the local area.
Build Trust With Testimonials and Success Stories
Confidence matters in property management. Landlords and tenants want to partner with agencies that get results. Sharing real stories and client feedback shows your value and proves your service works.
Use Real Words From Real People
Testimonials show proof that your service works. Landlords and tenants often trust reviews more than ads. Use their stories in both written and video formats.
Ways to share them:
- Quote a landlord who reduced vacancy rates.
- Share a tenant’s smooth lease-up experience.
- Create a short video clip of a happy client.
Make sure you get permission to use names or details. Authenticity matters. Keep the message clear and honest.
Show The Outcome
Before-and-after stories work well in real estate Facebook content. They show how you solved a problem or improved a property’s performance.
Story ideas:
- A poorly managed home that’s now leased long-term
- A first-time homebuyer who found the perfect rental
- A high-maintenance property that’s now stress-free for the owner
This shows your impact and your process, which helps potential clients understand what to expect.
Highlight Your People
Clients want to see the people behind your brand. Show your team in action to make your agency more relatable. A “day in the life” post shows your staff’s care and effort in managing each property. You can also turn 5-star reviews into branded content. Pair the review with high-quality visuals and a clean layout. This type of social proof attracts the right audience and shows your service in action.
Want to scale your reach beyond organic posts? See our Facebook Ads for Real Estate guide for expert tips.
Boost Visibility With Organic Facebook Marketing Videos
Video is one of the best ways to stand out on Facebook. It helps your content reach more people and keeps them watching longer. You don’t need a big budget—just your phone and a clear message.
Use Live Video To Drive Engagement
Live video ranks well in Facebook’s algorithm and feels more personal than pre-recorded content. It allows you to connect with your audience in real-time. Go live during open homes, team Q&As or local market updates. These sessions show your expertise and help position your agency as a trusted local voice.
Tips for better live video:
- Test your internet and camera before going live
- Give your audience a short intro at the start
- End with a clear call to action
Keep Videos Short and Useful
Attention spans are short on social media. Focus on short, sharp videos that solve one problem or answer one question. Aim for under 90 seconds unless you’re doing a walkthrough.
Video ideas that work:
- Quick leasing tips
- Answers to typical tenant or landlord questions
- Rental property walkthroughs
- Suburb updates or event highlights
Add captions to all videos. Most Facebook users watch with the sound off.
Feature People and Places
Use short-form videos to showcase testimonials or community partners. Highlight your team or a local business near your listing. This adds personality and keeps your brand relatable.
Video Content Ideas
| Video Type | Ideal Length | Topic Example |
|---|---|---|
| Walkthrough | 1–3 min | “2-bed townhouse in Paddington” |
| Expert Tip | 30–60 sec | “How to screen tenants properly.” |
| Testimonial | 30–60 sec | “Why this landlord made the switch” |
| Community Feature | 60–90 sec | “Top café near our rental listings” |
Leverage Marketing Tools for Content Planning and Scheduling
Posting often is key to building your real estate Facebook presence. However, doing it manually daily can take time away from managing properties. The right tools help you stay consistent without stress.
Plan With a Content Calendar
A content calendar helps you stay on track. You won’t waste time wondering what to post. Plan your content by theme—like testimonials, tips or FAQs—and spread it throughout the month.
Themes you can use:
- Mondays: Landlord Tips
- Wednesdays: Team or process insights
- Fridays: New listings or wins from the week
This keeps your Facebook marketing clear, fresh and balanced.
Automate With Meta Business Suite
Meta Business Suite is a free tool from Facebook. You can schedule posts, reply to inbox messages and track performance. This saves time and helps you stay on top of your content. Schedule a week or a month in one go. Then, focus on comments, inquiries and leads that come in.
Repurpose Content to Save Time
You don’t need to create something new every time. Turn a blog into 3–4 short posts. Break a video into reels or quotes. Repeat content that worked well before with a fresh image or format.
Use Design Tools to Stay on Brand
Your posts should look clean and consistent. Tools like Canva help you design on-brand content fast. You don’t need a designer—just your logo, colours and a few good templates.
Recommended Tools:
- Meta Business Suite: For post scheduling, inbox and insights
- Canva: To create branded visual content
- Trello or Notion: For mapping your content topics
- Google Docs: To write and approve captions ahead of time
Best Practices to Maintain Long-Term Organic Engagement
You don’t need paid ads to grow your reach. Your real estate Facebook page can stay active and trusted with a clear plan and consistent posting.
Post Often and Stay Consistent
Aim to post 3 to 5 times each week. Space your posts out. Use different types of content to keep your audience engaged.
Mix up your posts:
- One day: Share a behind-the-scenes video
- Next day: Ask a question or run a poll
- Another day: Highlight a listing or local area insight
This keeps your feed fresh and shows you’re active in the real estate market.
Be Real And Use Native Content
Authentic content performs better. Use real photos, your team’s voice and your own property stories. Show people, not just properties.
Use native Facebook features like:
- Images uploaded directly (not links to your website)
- Videos that play in-feed
- Stories and live streams
These keep people on Facebook longer and improve your reach.
Review What Works and Refine
Use Facebook Insights to track which posts get clicks, likes and comments. Look at patterns over time. This will show what your audience enjoys most.
From there, update your posting schedule. Keep the top performers and drop what’s not working.
Organic Engagement Do’s
✅ Use photos with people or pets—they feel real and relatable
✅ Ask thoughtful questions to prompt comments
✅ Comment on your post first to boost visibility
❌ Don’t repeat the same content every week—it gets ignored
Strengthen Your Real Estate Business With Groups and Facebook Events
Facebook offers more than just newsfeed posts. Groups and events help you build a stronger connection with your audience. They create a space for ongoing value, not just one-time updates.
Create Private Groups For Owners And Tenants
Groups give people a reason to stay connected. You can build landlord-only groups to offer advice, updates and reminders. This shows your ongoing support and helps retain clients.
You can also set up tenant groups. These are great for sharing maintenance tips, area news and reminders. Keep the group active by posting often.
Use a mix of:
- Rental law updates
- Inspection checklists
- Answers to common questions
- Informal video clips that show how your team supports clients
Ensure you approve new members and moderate comments to keep the group helpful.
Run Events That Add Value
Use Facebook Events to host free info sessions. These can run as Facebook Lives or Zoom links on the event page.
Event ideas:
- “How to maximise your rental return in 2025”
- “What every new landlord should know”
- “Tenant rights and tips for routine inspections”
You can record these and reuse clips for your page. Encourage your team to answer questions and engage during live sessions.
Facebook Group Ideas
| Group Name Example | Audience | Content Ideas |
|---|---|---|
| “Landlord Lounge – Gold Coast” | Current & new clients | Market updates, PM tips, inspections |
| “Tenant Tips Hub – Inner West” | Tenants | Maintenance help, area guides, updates |
FAQs: Facebook Real Estate Marketing Strategies
Are Carousel Ads A Good Option For Property Listings?
Yes, carousel ads are great for real estate agents who want to showcase multiple properties or features in one ad. Each panel can link to different landing pages. Use carousel ads to compare properties or walk through one listing room by room. This ad format works well with visual content and helps potential buyers explore options quickly.
What Is The Role Of Facebook In The Real Estate Market?
Facebook lets you reach both landlords and tenants where they already spend time. You can build credibility through updates, videos and testimonials. Facebook marketing helps real estate agents stay visible and involved in the local market. It’s a practical platform for daily engagement and long-term business growth.
What Are The Best Targeting Options For Real Estate Ads?
The best targeting options depend on your goals. Use location targeting to reach people in your service area. Use interest-based targeting to find real estate investors or first-time buyers. Use retargeting to reach people who’ve visited your site. Facebook marketing requires ongoing review. Keep testing to reach the right audience at the right time.
What Makes Facebook A Top Real Estate Marketing Platform?
Facebook gives real estate marketers tools to connect with their audience, create trust and run targeted ads. It allows you to target specific demographics, test ad copy and use real-time data. With more real estate agents using digital marketing to stay ahead in the competitive real estate space, Facebook remains one of the best Facebook channels to drive leads and sales.
How Can A Marketer Improve Their Facebook Ad Copy?
A good marketer writes ad copy that solves problems and offers a clear next step. Use simple words. Focus on one message per ad. Add phrases like “book your free rental appraisal” or “see available homes now”. Use strong headlines and keep the tone helpful. Always test different versions of your ad copy to improve results.
Real Estate Social Media Marketing Without the Guesswork
You don’t need to guess what works on Facebook. With the right tools and plan, your content can support real goals—promoting a listing, answering a question or showing your team in action. Use Facebook Insights to track what performs best, then reuse or expand those post types. Plan around key dates like lease cycles or market shifts, and stay flexible based on audience response. If you need help staying consistent, PMVA’s marketing assistants can manage your content strategy so you can focus on growing your agency.
Find Out How Outsourcing Can Work in Your Business
Having a dedicated Virtual Assistant in your real estate business can open the door to a variety of new strategies. Learn how you can grow beyond your current limits by booking a private consultation with our CEO, Tiffany Bowtell now.
