How to Turn Old Listing Photos Into New Social Posts
This post originally aired as a podcast!
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One of my biggest marketing cheats has constantly been reusing listing photos. We're always looking for content in real estate marketing, and it's a shame to waste high-quality images!
And now, more than ever, homes are selling incredibly quickly. You might have hardly used the photos at all before the home goes under contract. But here's the thing - you don't have to use your listing photos only to promote an active listing. You can use these photos to continue to promote yourself and your services. So, today we're talking about 25 creative social media posts using old listing photos.
Why Use Listing Photos
I used to struggle with finding high-quality images for marketing!
Long before the days when you could find free photos online, you had to pay a photographer, go out and snap pics yourself, or get savvy with your real estate marketing. And if you've tuned into Ideas for Real Estate for a while, you know I'm all about working smarter.
Surprisingly, listing photos are an underused marketing resource. Many real estate agents pay hundreds of dollars or more on them. Yet, they upload them to MLS, maybe create a flyer and social media post, and then forget about them.
This is where they are missing out because listing photos have many advantages.
They're high-quality, professional photos.
They're readily available and don't cost you additional time and expense. (Tip - double-check any agreements with your photographer about terms of use)
They already reflect your local real estate market (Here in Florida, homes and landscaping needs to match the Florida aesthetic)
If you are working on branding yourself as an agent or niche marketing, the listing photos can represent what you're focused on, such as a geographic area or home type, such as luxury.
They're not just for listings! These photos are excellent for visuals on any marketing materials, whether for your website or a print marketing piece.
If you're looking to establish your brand in a local community, there's no better way than spotlighting real estate in that area combined with your personal branding. And if you've ever struggled with posting something on social, listing photos could be the answer!
Step outside of the mindset of using listing photos for listings. You can use an image of a home to talk about most topics in real estate.
25 Social Media Post Ideas for Real Estate
So, today I've chosen 25 social media post ideas (in honor of the old MLS rule of 25 photos) to challenge you to think differently about listing photos.
So, let's dive on in! (For more details for each post type, be sure to tune into the Ideas for Real Estate Podcast).
Topic: General Neighborhood Spotlight
Photo: Amenity or community shots
Caption: The primary goal of this post is to give an overview of the neighborhood. Your caption could be about reasons to live there, why you recommend the area, or even five reasons to call the community home.
Topic: Amenity or Neighborhood Feature
Photo: Amenity, community shots, or views from the home
Caption: The caption would focus on what makes this neighborhood special. Does it have impressive community amenities or possibly amazing views?
Topic: Why Now's the Time to Sell in XYZ Neighborhood
Photo: Aerial shot, community sign, or exterior of your listing
Caption: Explain why it's a good time to sell in that particular neighborhood, but support your reasoning with market data. You can also speak to the listing you sold in the caption.
Topic: Your Marketing Strategy
Photo: Share the most impressive photos
Caption: Give insight into your marketing strategy that resulted in the sale of this home or your process in general. Don't forget to include a call-to-action to generate leads as well.
Topic: Architecture
Photo: The home's exterior or even interior
Caption: If the listing had a distinctive architectural style, talk about this in the caption. You can give a mini-history lesson, share what you like about it, list areas where similar homes can be found, and generate engagement by asking your followers what they think.
Topic: Landscaping or Curb Appeal
Photo: The home's front or back yard
Caption: A post about landscaping is ideal for general engagement, while curb appeal is meant more for sellers. For landscaping, highlight plants used and how to copy the look. For curb appeal, talk about how the importance and how to achieve it.
Topic: Days on Market
Photo: Photo of the front door
Caption: How long are homes taking to sell in this neighborhood? What does that mean for sellers & buyers? However, steer clear of industry jargon, such as "days on market," and use clear language - "Did you know that homes in XYZ neighborhood are selling in less than two weeks?" You can also include how quickly that listing sold.
Topic: Guess the Price
Photo: The best exterior and some interior shots
Caption: Choose a more recent sale, and ask people to guess how much it sold for. You can even offer a small gift card to the person closest to the price to generate even more engagement. (Make sure you follow any guidelines in your state about disclosing the price, even for a sold listing.)
Topic: Copy That Look
Photo: Your favorite room
Caption: If the interior caught your eye, share how others can recreate a similar look. This post could be from decore to improvements made in the home such as shiplap or wallpaper.
Topic: "Room" of the Week
Photo: Your favorite kitchen, bathroom, etc.
Caption: Choose a standout room and feature it as your "Kitchen/bathroom/living room" of the Week. And don't forget to ask for engagement. If the home features white backsplash, you could say - "Are you (A) a colorful backsplash or (B) for something more neutral?"
Topic: Renovation Value
Photo: An area that was improved
Caption: Did this home have any remodeling? Share what the sellers did, and share info on how home improvements can increase home value.
Topic: Neighborhood Home Values
Photo: Exterior of the home or community photos
Caption: Provide market data for the area, including what homes are selling for, and the listing featured's sold price.
Topic: Spotlight a Fixture
Photo: A close-up shot of something unique in the home.
Caption: Many photographers take shots of fixtures such as chandeliers or vintage doorknobs. Use these or crop in on a photo to speak to the distinctive look. You can share what you like about it or where people can buy something similar.
Topic: Tips for Buying in XYZ neighborhood
Photo: Outside, community, or aerial shots
Caption: This post is specific and geared towards buying in this featured neighborhood in today's market. This post ties in nicely with you being the listing agent and demonstrates your market expertise.
Topic: Questions to Ask Your Next Listing Agent
Photo: Any home photo
Caption: Share a set number of questions potential sellers should ask when interviewing listing agents and include your responses to those questions as well. For example, "what's your experience?" "What's your marketing plan?" "Have you sold in the area?"
Topic: Tips for Staging
Photo: An interior photo of a staged room
Caption: Highlight how it was staged, tips for staging, and info about how you help sellers get their homes ready to sell.
Topic: Buyers Must-Haves
Photo: Choose photos of desirable aspects of the home
Caption: What are popular features buyers are looking for that can be found in this home? Make a list of the top features and share the corresponding photos.
Topic: Tips for Entertaining
Photo: The best area for entertaining
Caption: For this post, you can give entertaining tips or advice on choosing a home that works well for entertaining.
Topic: 5 Things You Didn't Know About XYZ Neighborhood
Photo: Community or neighborhood shots
Caption: This post can engage potential buyers but also locals alike. Share interesting facts from lifestyle to real estate info.
Topic: Pricing Your Home Right
Photo: Any photos of the home
Caption: Talk about the importance of pricing when listing and how you do this.
Topic: Multiple Offer Situations
Photo: Any photos of the home
Caption: Did that happen with this listing? Share tips for buyers when navigating a seller's market and how you can help.
Topic: X Favorite Features
Photo: Choose photos of your favorite aspects of the home
Caption: You can do a #ThrowBackThursday or #FlashBackFriday and share the (insert number) dreamiest features of your past listing.
Topic: Seller's Testimonial
Photo: Any home photo
Caption: Instead of spending time on making a graphic, you can simply share a seller's testimonial in the caption. Since you also have a home photo, you might also include the sales price and location.
Topic: Your Story of Working With a Seller
Photo: Any home photo
Caption: This post is almost a reverse testimonial. Share why you were honored to work with your sellers or why you love what you do. While this is personal about you, steer clear from divulging personal info about your customer.
Topic: Why List With You!
Photo: Any home photo
Caption: It's important to come right out and say this periodically on social. You don't want people to think you're unavailable or, worse, not know how you can help them.
Organizing Your Photos for Social Media
If you liked this concept, I'd recommend you keep folders on your computer of past listings.
Many real estate agents use download links from their photographers, but those tend to expire. So, create folders for each listing or even organize photos by neighborhood or features. You want it to be easy to find your next "kitchen of the week" or "top amenity photo."
Working Smarter with Your Real Estate Marketing
By reusing listing marketing materials, you're working efficiently, further establishing yourself in your chosen market, and giving yourself a break from the "what should I post today on social" problem.
I hope this podcast & blog sparked your creativity and encouraged you to use those photos in new ways! If you do try one of these ideas, I'd love to hear about it! Tag me on Instagram - @IdeasForRealEstate.
P.S. if you liked this concept, don't miss my 30-day social media calendar.