What Do I Write in a Facebook Post When I Get a New Listing? (Real Examples)
Your phone buzzes. It's Facebook — someone commented "Congrats!" on your Just Listed post. You check it... it's your aunt.
Sound familiar? Real estate Facebook posts have a chronic engagement problem, and it's almost always a copy issue.
Here's what works in 2026 — with real examples you can adapt right now.
Why Most Real Estate Facebook Posts Underperform
Facebook's algorithm rewards posts that generate meaningful interactions — comments, shares, and reactions beyond just likes. A standard "JUST LISTED! 3BR/2BA in [neighborhood]. DM me for details!" doesn't trigger any of that. People see it, nod, and keep scrolling.
The other issue: Facebook has a demographic that skews slightly older and more local than Instagram. Your audience there is likely:
- Existing contacts and past clients who already know you
- Local community members
- Move-up buyers (not first-time buyers)
- Investors and people who pay attention to local market conditions
That means your Facebook copy should lean into community, value, and relationships — not just the listing specs.
The 4 Facebook Post Formats That Actually Work
1. The Local Story Post
This is the highest-performing format for listings: you lead with something about the neighborhood or community, not the house.
"I've been showing homes in Oakwood for 11 years. This street specifically keeps coming up on my buyers' wish lists — quiet, walkable, and three blocks from the farmers market. Today I listed a 4/3 on Elmwood Drive that checks every box I hear from buyers. Hardwood throughout, updated kitchen, and a backyard built for Austin summers.
Asking $549,000. Open house Saturday 1–4. If you know anyone looking in Oakwood, I'd love for you to share this — you might just change someone's life.
Photos in the comments. 👇"
Why it works: The community angle makes non-buyers feel like they can contribute by sharing. "You might just change someone's life" is a surprisingly powerful motivator.
2. The Question Hook
Start with a question that even non-buyers want to answer.
"Real question: what's your favorite thing about living in [neighborhood]? Asking because I just listed a gorgeous house there and I want buyers to feel what the neighborhood actually feels like — not just read a spec sheet.
4BD/3BA on a quiet lot, $485,000. Comments are also where I'm dropping the address for the open house. 👇"
This drives engagement first, then delivers the listing. Comments go up, reach goes up, real buyers see it.
3. The Market Context Post
Position the listing inside the current market — this works especially well for your sphere who aren't actively looking but follow you for intel.
"Quick Austin market note before I share this listing: inventory in South Austin is still tight. The last 6 homes I've sold in this zip went under contract in under 10 days.
So when I say this one will move fast, I mean it.
Just listed: 3BD/2BA bungalow at [address], $395,000, updated throughout. Showing this weekend. If you're serious about South Austin, message me and I'll get you in before the open house."
This frames you as an expert and creates genuine urgency without resorting to fake "seller motivated" language.
4. The Value-First Post
Share something genuinely useful, then introduce the listing.
"Every buyer asks me the same question: 'Is this a good school district?'
For [neighborhood]: Yes. [Elementary School] is consistently rated 9/10 on GreatSchools, and the middle school feeds directly into [High School] which has one of the top IB programs in the state.
Relevant because I just listed a 4BR house two blocks from [Elementary]. $510,000, open kitchen, great natural light. Comments if you want the full address. 📍"
Teachers, parents, and future-parents will stop for this one even if they're not in the market.
The Anatomy of a Good Real Estate Facebook Post
Here's the structure regardless of which format you use:
- Hook (first 2–3 lines): make it about the buyer, the neighborhood, or a question — not "JUST LISTED"
- The bridge (1–2 sentences): transition to the property naturally
- The facts (one brief line): beds, baths, price — that's it
- Soft CTA: share, comment, DM — pick ONE action
- Promise of more: "photos in comments" or "address in comments" to drive comment engagement
What NOT to Do on Facebook
- All caps in the first line ("JUST LISTED" screams ad and gets scrolled past)
- Hashtag overload (Facebook hashtags almost never drive organic reach in 2026)
- Posting the same caption you used on Instagram (different audience, different energy)
- Going too long on specs (save that for the MLS)
- Posting without a photo or video (your reach will be a fraction of what it could be)
Personal Page vs. Business Page
Most real estate agents see dramatically better engagement on their personal Facebook profile than on their business page. That's normal and expected — Facebook has been throttling business page organic reach for years.
The strategy: post on your personal profile when the content is relationship-forward (the "local story" format above is perfect here). Use your business page for more polished, ad-boosted content.
If you're going to boost a post, the value-first and market context formats tend to convert better than pure listing announcements.
Connecting Facebook to Your Other Platforms
A week's worth of social content from a single listing is completely achievable — but each platform version should feel native, not copy-pasted. Your Facebook post should sound like it was written for Facebook specifically.
The quickest way to ruin a Facebook post is to paste in your Instagram caption without adapting it. Same listing, completely different voice.
PropWrite generates platform-specific versions of every piece of copy automatically — so your Facebook post sounds like Facebook, your Instagram sounds like Instagram, and your MLS description sounds like an MLS description. Try it free.
Also worth reading: How to create a full week of social content from one listing