How to Write a Good X (Twitter) Post About a New Real Estate Listing
X is the odd platform out for most real estate agents. It doesn't have the visual showcase of Instagram or the warm community of Facebook. It's fast, opinionated, and slightly chaotic — and most real estate content there is completely ignored.
But agents who've figured out X are quietly building some of the best lead pipelines in the business. Here's why, and how.
Why X Is Different (And Why That's Useful)
X's algorithm is more personality-driven than any other platform. Consistent, interesting voices get amplified. Content that reads like a press release gets ignored.
For real estate agents, this is actually an opportunity. Your competition is mostly either absent from X or posting the same "JUST LISTED 🏡" copy they put everywhere else. The bar for standing out is lower than you might think.
The other advantage: X attracts a disproportionate number of investors, entrepreneurs, and high-income professionals — demographics that often align with serious buyers, especially in the $500K+ range.
The X Format: What Works in 2026
Single tweets (now called posts) work best when they're either:
- Short and punchy — one strong hook, one relevant CTA
- Thread format — series of posts that walk through a listing, neighborhood, or market insight
For new listing announcements, here's what actually gets engagement:
The contrarian take:
"Hot take: the listing description is why your house isn't getting showings. Not the price. Not the photos. The copy. New listing in Austin: [address]. This one actually has copy worth reading."
The market context drop:
"Inventory in [neighborhood] hit a 4-year low this week. 3 homes available under $500K. This is one of them. [address], open house Sunday."
The honest first impression:
"This kitchen made me stop mid-tour. I don't say that about every house. 4/3 in [neighborhood], $485K. Photos in thread 👇"
The hyperlocal hook:
"Best coffee shop in Austin opened 3 blocks from my new listing. Now the house is even harder to leave. [address], listing link in bio."
Thread Format for Listings
Threads perform significantly better than single posts for listings because they give you space to tell a story and each reply increases the reach of the original post.
A 5-post listing thread structure:
Post 1: Hook + first photo "I've been showing homes in [neighborhood] for 8 years. This backyard is top 5. Thread on the full house 👇"
Post 2: The story "The owners built this over 11 years. Every upgrade was deliberate. The primary suite renovation alone took 6 months and it shows."
Post 3: The compelling detail "The kitchen: 14-foot island, custom cabinetry, and a window above the sink that frames the backyard like a painting. This is where I'd spend 80% of my time."
Post 4: The market context "[Neighborhood] has had 6 homes sell in this price range in 90 days. All under contract in under 2 weeks. This one opens Sunday."
Post 5: The CTA "4BD/3BA, $595,000 at [address]. Open house Sunday 1–4, or DM me for a private showing before then."
This approach turns a single listing into 5+ pieces of content, and the thread format gets significantly more impressions than a single post.
Voice Calibration for X
X rewards authenticity and opinions. The copy that works here is more direct, more personal, and often more opinionated than what you'd post on Instagram or Facebook.
Doesn't work on X: "Beautiful newly listed home! 4 bedrooms, 3 bathrooms, updated kitchen 🏡✨ DM for details! #realestate #justlisted"
Does work on X: "ngl this is the best value listing I've put up this year. $395K for a 4/3 fully updated in [neighborhood]. open house sunday"
Notice the lowercase. The informal contraction. The slightly unpolished vibe. That's intentional on X — it reads as more authentic than polished marketing copy.
What to Do Consistently on X Beyond Listings
The agents who win on X don't just post listings. They build an audience by:
- Sharing 1–2 market observations per week ("just got a lowball offer accepted on a house that's been sitting for 60 days — the market is more negotiable than it seems")
- Responding to real estate conversations (search "[your city] real estate" and join the conversation)
- Posting hot takes about the industry ("the 3-hour listing marketing workflow is completely unnecessary in 2026")
- Sharing behind-the-scenes moments (offer signing, key handoff, that kitchen that stopped you mid-tour)
Listings should be maybe 20% of your X content. Personality, market insight, and conversation are the other 80%.
Connecting Your X Presence to Your Other Channels
Each platform in your social mix should drive people to the same places: your Instagram for visual inspiration, your email list for serious buyers and sellers, your website for full listing details.
On X, end your listing threads with a link to your site or a clear prompt to DM you. Creating a week of social content from one listing — including platform-specific X posts — is the most efficient approach when you're managing multiple channels.
PropWrite generates X-specific listing posts alongside your Instagram, Facebook, and MLS copy. One listing, complete kit, under 10 minutes. Try it free.