The Eight Content Types a Brokerage Feed Needs

A brokerage feed needs eight content types: listings, neighborhoods, buyer and seller education, agent spotlights, behind the scenes, reviews and closings, local business and lifestyle, and a weekly recruiting post. Each does a different job, from winning the next listing to keeping the newest agent, and a feed missing two or three of them reads as thin.

Most offices post three of the eight: listings, closings, and the occasional holiday. The other five earn the trust, and they are the ones nobody remembers on a busy morning, which is why the free Content Calendar Builder carries an idea bank for every type and rotates them so no two days in a row repeat.

Here is what each type is for, the format it runs in, and one idea from the bank you could film this week.

The eight types and the job each one does

Think of the feed as a conversation with three audiences at once: sellers deciding who to call, buyers deciding who to trust, and agents deciding where to work. Every type speaks mainly to one of them.

1. Listings (Reel)

The job: show that the office sells homes, and sells them well. Not every listing post is "just listed." The bank includes a 20-second walkthrough of the room that sells the house, with no music over the voice, and a carousel of three details a buyer would miss on the first showing. The seller sees craft. The next seller sees what her launch would look like.

2. Neighborhoods (Reel)

The job: make the office the local authority. A morning on the main street, filmed in one take. Five things people ask before moving here, answered in 30 seconds. The walk from a listing to the nearest green space. These posts get shared by people who do not need an agent yet, which is how an office reaches the ones who will.

3. Buyer and seller education (Carousel)

The job: answer the questions people type into Google at 11 p.m. What happens between offer and close, in six slides. Three things that cost sellers money before listing. How showings actually get scheduled. Carousels fit because the reader wants to save the answer, and saves are the signal that a post will keep working.

4. Agent spotlights (Reel)

The job: give the office faces. One agent, one client story, in their own words, under 40 seconds. Three moments from one agent's Thursday. A milestone post, first listing or first closing, with permission. Spotlights do double duty: they show clients who they would work with, and they show candidates that agents here get seen.

5. Behind the scenes (Story plus Reel)

The job: prove the office is real and busy. The listing photo shoot from the other side of the camera. The sign going into the yard, ten seconds, the sound of the mallet. Training morning: one thing the room learned. This is the type that runs as Stories every day and gets cut into a Reel when a moment is good enough.

6. Reviews and closings (Carousel)

The job: proof. A review as a quote card, then the house, then the keys. Three reviews from one quarter and the theme they share. The seller's before and after: what the launch looked like. A closing post without the review attached is a photo. With it, it is evidence.

7. Local business and lifestyle (Reel)

The job: be a neighbor, not a logo. The bakery and its owner. A farmers market walk-through with three vendors named. The best patio for a first look at the area, filmed at golden hour. Local owners share these posts to their own audiences, which is a distribution channel most offices never open.

8. Recruiting, weekly (Reel or carousel)

The job: speak to the agents who are quietly looking. Behind the scenes at training. What a new agent gets in the first 90 days, as a checklist. A career night invitation. A newer agent's first listing and the support behind it. One post a week, on the same day, so the office is never a stranger to the candidate who finally replies.

Why the mix matters more than any single post

A feed of all listings says "we want your house." A feed of all lifestyle says "we are not selling anything." The mix is what tells the three audiences the office is worth their time.

• Sellers need listings, reviews, and education. They want to see launches done well and other sellers who were glad.

• Buyers need neighborhoods, education, and local business. They are choosing a place before they choose an agent.

• Candidates need agent spotlights, behind the scenes, and the weekly recruiting post. They are asking whether agents here are supported and seen.

An office that weights the mix toward one audience will grow that audience and go quiet with the other two. The builder lets you set the weights, then rotates the types so the feed never runs three listings in a row.

What this looks like in a week

Take a five-post week for an office with one listing launching Wednesday and the recruiting post on Tuesday. The grid reads: Monday, an education carousel on what happens between offer and close. Tuesday, the recruiting Reel from training. Wednesday, the listing walkthrough. Thursday, a neighborhood Reel on the main street two blocks from that listing. Friday, a reviews carousel from last quarter's closings. Stories run all five days from the shoot, the sign, and the training room.

A seller who checks the office Sunday night sees a launch done well, a neighborhood the office clearly knows, and clients who were happy. A candidate sees a training room and an agent who got her first listing. Same feed, two audiences, one week.

By the numbers

• Metricool's 2026 Instagram study, covering 24.3 million posts, found carousels generate 9x more saves than single images and Reels generate 4x the interactions. The formats attached to each type are not stylistic. They are the formats still earning reach.

• The same study found posts with a question get 36.70% more comments. The education and recruiting types both end with one, on purpose.

• NAR's 2025 Profile of Home Buyers and Sellers reports 66% of sellers found their agent through a referral or a past relationship. Reviews and closings posts are how the referral gets a second witness.

How Urban Marketing Edge handles this

On every plan, the eight types are the raw material for monthly content themes. We set the mix with the broker in the first month and adjust it in the weekly meeting: heavier on listings in a launch-heavy month, heavier on recruiting when the office is hiring. Each post is written and designed in the office's voice, approved once through the post approval system, and scheduled. The weekly recruiting post runs on Broker Growth and above, with a recruiting page or Join Us section built on the luxury suites. Agent spotlights and milestone posts are pulled from the dashboard, where listing submissions and first closings arrive, so the proof posts never depend on someone remembering. Video editing hours, two on Agent Starter up to eight shared on Team Marketing Department, turn the behind-the-scenes footage into the Reels. To see the mix before the plan, build a month with the free Content Calendar Builder and compare cadence on the plans page.

Questions brokers ask

What should a real estate brokerage post on social media?

Eight types in rotation: listings, neighborhoods, buyer and seller education, agent spotlights, behind the scenes, reviews and closings, local business and lifestyle, and a weekly recruiting post. Listings and closings alone read as a sales feed. The other six are what earn trust from sellers, buyers, and the agents who might join.

How much of the feed should be listings?

Enough that every launch gets its day, and no more. In a month with two launches and 20 posts, listings are two to four slots. The rest of the feed is what makes those two launches land, because the audience was already following for the neighborhoods and the education.

Do agent spotlights help recruiting?

Yes, and they help retention first. An agent who sees her first closing published with permission knows the office notices. A candidate who sees it knows agents here get seen. One post does both jobs, which is why spotlights sit in the recruiting mix as well as the client mix.

Which content types need video?

Listings, neighborhoods, agent spotlights, local business, and behind the scenes run as Reels. Education and reviews run as carousels because the reader wants to save them. Recruiting runs as either. Nothing runs as a single image.

Where do the post ideas come from?

Each type in the builder has an idea bank of specific posts, such as the walk from a listing to the nearest green space or three reviews from one quarter and the theme they share. Post them as written or swap within the type. On the plans, the ideas are replaced with the office's own listings, agents, and streets.

Can a solo agent use all eight types?

Yes, at a lighter cadence. Three posts a week covers a listing or neighborhood, an education or reviews carousel, and a spotlight that is simply the agent's own week. The recruiting type is the one a solo agent can skip until there is a team to recruit for.

Book a 30-minute strategy call

If the feed is three types deep and the other five feel like work nobody has time for, that is the exact problem a plan solves. On the call we look at which audiences the current feed is reaching and which it is missing, then map the simplest plan for your content, themes, and monthly cadence. No pitch deck, no pressure, and we will say plainly if the builder and a batch morning are all you need. Book a 30-minute strategy call, or see what a full mix looks like in practice on the work page.