Three Easy Prompts When You Don't Know What to Say on Social for Realtors

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Imagine you’re about to post something on social for your real estate marketing. 

You have the perfect photo you can’t wait to share. Or maybe you’ve taken the time to create an engaging video or eye-catching graphic. Coming up with your visual content is just a piece of your social media promotion. You have a caption to think about as well, and that’s often where people get stuck. 

You find yourself staring at the screen, unsure of what to say. Getting stumped by your caption on one-hand can be frustrating. On the other, it could be a missed opportunity for a genuine connection or even lead generation. 

Writing engaging captions is essential for a social media strategy for real estate. This is especially true for Instagram. 

Think about this - if somebody sees your photo on the feed, likes it, and moves on, how much time are they spending engaging with your content and ultimately you? 

Compelling captions mean more time spent viewing what you post. This can lead to deeper connections. It also allows you to initiate conversations or invite people to connect with you further. Engaging captions can make a big difference, but they don’t have to be challenging to come up with! 

That’s why I’ve come up 3 sure-fire prompts to guide you when you’re unsure of what to say on social.

First, we’ll go over the prompts and then apply them to three very different photos to see how they work in all circumstances. 

Prompt Idea 1: “Did You Know”

This is something I’ve found works really well at generating engagement while giving you an easy framework for coming up with something to say. 

It’s exactly what it sounds. 

For the caption, you take the opportunity to share something that others might not know. This could be interesting facts, or you can use this as an opportunity to provide educational content your audience, your ideal home buyer or seller, would find beneficial. 

*Tip* In “Episode 7: What to Post On Social for Real Estate Agents,” I go over the different types of content that I recommend you share. I encourage you to listen in to that one for more ideas and how to follow my “Focused Four” method. I also have a 30-day calendar of social media ideas that you can download for free. Get your copy at IdeasforRealEstate.com/Calendar.

Prompt Idea 2: “How-To”

Again, it’s a straightforward concept, but it packs a lot of punch! 

For this prompt, you provide educational content. Either you’re teaching somebody how to do something or guiding your followers through a process. It can be used for basic concepts, content that’s just for fun, or it can be very informative about the real estate process. This is your opportunity to provide value! 

Prompt Idea 3: “Describe the Scene”

Now, the last prompt is a bit more creative. What you want to do is give context for what you’re sharing or provide a narrative description. This idea could use language that paints the picture. It could also offer a behind the scene look into what’s going on. 

To really understand how these prompts work, let’s see them in action! 

Example: Modern, Bright Kitchen

Prompt Idea 1: "Did You Know?"
“Did you know that upgrades to kitchens are one of the biggest return on value when it comes to home improvement?” You could go on to include more info about favorite updates or about the potential upside to this investment.

Prompt Idea 2: "How-To"
“One of the easiest ways to make your kitchen appear larger and more modern is to try open shelving. It’s super simple to do and could be a fun weekend project. First, start with removing the old cabinets…” Then, you would go into the process in more detail.

Prompt Idea 3: "Describe the Scene"
“Bright cabinets interject a feeling of lightness in this modern kitchen. Overlooking the back yard and just off the living room, this is truly the heart of the home. It features stainless steel appliances…” You get the picture. You’re describing what’s going on in the photo, which is something you are incredibly used to with listing descriptions!

Example: A Stylized Collection of Items, a Flat-Lay

Photos like this are great because you can take the caption in any direction. It’s a visual opportunity to talk about a topic that matters to you or could move your business along. 

Prompt Idea 1: “Did You Know?” 

“Did you know that as a REALTOR, some of the items I always have handy are my trusty Macbook, a notebook for taking notes, and a cup of coffee to keep me going. What’s the one thing you can never leave home without?” 

Once you get the hang of it, you can quickly drop the “did you know” part. “As a REALTOR, some of the items I always have handy are…” 

Prompt Idea 2: “How-To”  

“Not sure where to begin when it comes to buying a home? In today’s busy world, you might be overwhelmed or unsure of where to start. One of the first steps is scheduling a consultation with a trusted REALTOR to go over the process. Here we’ll discuss your needs and the steps along the way.” The rest of your post could be more detailed and include - ‘here’s how you do that, what it looks like, and why it matters.” 

Prompt Idea 3: “Describe the Scene”  

For the flat-lay, we don’t know what’s going on. It’s just a collection of objects beautifully arranged. In this case, this is why your caption matters so much. You need that caption to give the photo life and meaning. 

So, why not describe “your scene” but using a beautiful photo to do so. 

“Have my cup of coffee, laptop, and notebook ready. I’m all set to work on my seller’s home pricing strategy, which includes a detailed look at the market in their area and similar homes.” Then, you could go on to describe how you’re busy working on a CMA for a customer. 

Example: Personal Branding Photo 

Prompt Idea 1: “Did You Know?” 

“Did you know that I got my start in Real Estate back in 2014. Which is funny because in college at FSU, I was a real estate major before switching to marketing…” Did you know works great for telling stories and connecting with people on a personal level. 

Prompt Idea 2: “How-To”  

Now, what if it’s a personal branding photo of you? Well, in that case, the sky is the limit. 

If you check out my Instagram, @IdeasForRealEstate, this is a technique that I use quite regularly. In fact, since my content is more educational on real estate marketing, most of my posts use this technique. 

You can pick any topic you want to focus on and share “how-to” using a photo of yourself. You could talk about staging a home, strategies for marketing, how to choose an agent, any topic that you think a buyer or seller would benefit from knowing. 

“Here are 5 questions to ask your next agent when you’re interviewing them…” OR “Staging your home doesn’t have to be difficult. In fact, you want to keep it simple by decluttering…”

Where does your expertise lie, and can you share that on social using a personal photo of yourself? 

Prompt Idea 3: “Describe the Scene”  

If it’s a photo of yourself, you can still describe the scene or even what’s going on internally in your mind!

“Walking along Lake Eola, I’m often reminded of all the reasons that I love living in Florida. The beautiful palm trees swaying in the wind, warm breeze in the air, and baby ducklings in the water all make me smile and appreciate the little things in life.” 

Another option would be to describe the scene externally. 

“If you’ve never been to Lake Eola, it’s a park in the middle of downtown Orlando with a walking trail around the lake. It’s famous for the themed swan boat rides, the giant fountain in the center, and the Disney Amphitheater that hosts public events.”

Now, What?

So, to recap, we have 3 different prompts that you can use when you’re not sure what to say on social for your real estate marketing.

The first is the “did you know” technique where you share info that you find interesting. The second is the “how-to” method, where you take a more educational approach to content. The last is to “describe the scene,” which I love because it allows for creativity.

Next time you’re posting something on social, give one of these ideas a try! If it’s on Instagram, tag me in it @ideasforrealestate so I can see what you come up with. And don’t forget, the perfect complement to this episode is my social media calendar, which you can download at here.

One last tip, don’t get stuck on trying to make it perfect. The more you write captions, the easier it will become. You’ll also be able to see what your audience prefers. You’ll find out what gets the most likes, comments, and meaningful interactions.

Because creating engaging social content is an investment in your real estate marketing. It allows you to attract new followers, provide value to the people you know, and enhance your personal brand.

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