2021 Social Media Content Calendar for REALTORs

Get ideas of what to post on your social media!

2. INTRODUCTION
Social media is a critical part of marketing your real estate
business. Done well, it’s the simplest and most cost-effective
way to stay top-of-mind with your sphere.
It also provides a way for potential clients to get to know, like
and trust you before they’ve even met you. And who doesn’t
want more leads?
We’ve created this calendar to give you ideas on engaging
content to share, with tips and tools to use to make the process
go quickly and smoothly.
When planning your monthly social media content, use our guide for inspiration, but personalize it so it
reflects you, your brand and your niche.
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“PEOPLE DO NOT BUY
GOODS AND SERVICES.
THEY BUY RELATIONSHIPS,
STORIES AND MAGIC.”
-AUTHOR SETH GODIN

3. HOW TO USE THIS CALENDAR
We’ve provided ideas for the entire year, but we encourage you to supplement it with your own personalized
content.
Brainstorm local events, holidays and what’s coming up in your business. Do you have a new listing coming on the
market? Are you participating in a local charity event? Are you taking a once-in-a-lifetime trip? These are all
things to share.
People want to work with people, not businesses, so your content should be more about who you are, not just
what you do. Stick with the 80/20 rule – 80% personal/20% business.
It’s important to remember that social media is about being social, not about selling. The quickest way to push
people away is to post about nothing but your listings.
HASHTAG HOLIDAYS
For each month we’ve included popular “hashtag holidays.” Days like #TeacherAppreciationDay and #PizzaDay
are fun, sometimes silly days to celebrate that are popular on social media. On these days, share an appropriate
photo and be sure to include the hashtag in your posts.
The key is to tie hashtag holidays into your community – snap a picture at your favorite neighborhood coffee
shop on #NationalCoffeeDay, for example, and include a link to the shop’s page or profile. This will demonstrate
to your followers that you’re savvy with social media, and that you know the neighborhood.
QUOTES + QUESTIONS
When using the Inspiring Quotes and Engaging Questions on pages 8-10, personalize them as much as you can.
For example, share about your childhood dreams when using the post for “If you had followed your childhood
dream, what would you be doing today?” Tell a story that helps people get to know more about you.
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4. WORLD HOLIDAYS
While many of the holidays in the calendar are for the United States, we’ve included a list of world holidays that
can be used to generate engagement no matter where you live.
FIND YOUR NICHE
Many agents want to be all things to all people and tell us, “I’ll sell anything, anywhere!”
Instead, when portraying yourself on social media, try to narrow your focus down to a personal and professional
niche—something you can be known for.
Professionally, that can mean focusing on a particular neighborhood or housing type (condos, first-time buyers,
waterfront homes, etc.).
Personally, think of what you enjoy doing in your free time. Do you love to bake or go to the movies? Are you a
big fan of local sports? Whatever the activity may be, share it.
Social media is about connecting on a personal level. People want to do business with people they can relate to.
You’ll be surprised by how quickly those connections can form. When you use social media to share who you are
(and not just what you do), you'll attract like-minded people who you actually want to do business with.
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5. WHERE TO POST
You don’t need to be everywhere, so we suggest you choose one or two social platforms where you enjoy
spending time and where your clients are also active.
We generally recommend Facebook, Instagram and LinkedIn. More recently, we’ve found Pinterest to be a
powerful way to grow an audience too. Each of these social platforms has a different feel and expectations, so
while you can reformat one piece of content for each, you shouldn’t simply post the same thing to each.
Facebook is about connecting and engaging with people. Share who you are – your interests, hobbies and
passions. Show your involvement in the community. And while it’s OK to post the occasional listing, try to
keep it to 80% personal/20% business.
Instagram is all about the visual. Post a photo of a pastry you picked up from a local bakery or the view of
the sunrise on your morning jog; share photos from your recent vacation or the incredible rose garden at
one of your listings. Use Instagram Stories to share behind-the-scenes peeks at your day-to-day business. Be
sure to include the location and use relevant hashtags, as both will give you better reach.
LinkedIn is a place to build and engage with your professional network. It’s not a place to sell, so don’t
post your listings here. Demonstrate your market expertise by sharing information like local market
trends, mortgage rate changes or a monthly market recap. Share articles or videos of interest, or blog within the
platform. Also, take some time each week to endorse and recommend other people.
Pinterest is an often-overlooked visual search engine that can connect you with people interested in the
specific communities you serve. After a bit of initial work, your presence there can send people to your
website for years to come, with very little additional effort.
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6. USEFUL TOOLS
GRAPHICS
Canva is an easy-to-use tool that allows you to quickly
create professional-looking graphics. We recommend
upgrading to Canva Pro for a few dollars a month. It’s well
worth the investment for the additional stock photos and
fonts, plus the ability to resize your creations for your
different social media platforms.
SCHEDULING
Scheduling some of your content in advance can ensure that
you’re posting consistently. Traditional and hashtag holidays
are great things to schedule posts for in advance.
Here are a few scheduling tools we recommend. Most have
a free or low-cost plan:
Facebook Creator Studio – This free tool allows you to post, manage and measure content performance across all
your Faceboo k pages and Instagram accounts.
Later – Later lets you plan, schedule and analyze posts for Instagram, Facebook, Pinterest and Twitter. It features
a drag-and-drop calendar and photo library where you can save images so you always have some at the ready.
Buffer – Buffer allows you to manage multiple accounts, ideal if you work with a team of agents.
Tailwind – If you use Pinterest as well as Instagram, Tailwind is a great tool for scheduling on both.
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Graphic created using Canva Pro

7. CALENDAR ITEMS
We’ve filled this calendar with content ideas that will help you grow your following, generate engagement and
showcase your expertise.
Around Town – Sh are timely information on events and happenings where you live.
Ask a Question – See p ages 9-10 for 52 questions designed to increase your engagement.
Best Place To ... – Use th ese ideas to show off what makes your community a great place to live.
Charity Spotlight – Profi le a favorite local charity, let people know wh at its current needs are, and share a link
for donations. If at all possible, share a photo of you helping out at the charity.
Educate – Defin e key terms buyers and sellers need to know, like “HOA” and “earnest money.”
Engage – Commenting on other people’s posts is a great way to grow your following. Take time to comment
on your followers’ social media posts, or endorse people on LinkedIn.
Favorites – Share som e of your personal favorites, from books to local restaurants.
Get Personal – Social media is all about showing people who you are, not just what you do. We’ve included a
few ideas to get you started.
Inspiring Quotes – See page 8 fo r 26 inspiring quotes abou t homeownership.
Market Update – Share some simple stats for the neighborhoods you serve. People tend to be especially
interested in what homes sell for.
Monthly Events – Create a simple graphic listing upcoming local events, or link to a blog post of them.
Mortgage Minute – Le t people know the latest rates in a concise, simple-to-read post.
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8. Partner Shout-Out – Post a testimonial for one or more of your favorite vendors, from lenders to painters.
Profile a Neighborhood – Share highlights of a neighborhood you serve, including schools, parks, amenities,
commute times, etc.
Share the Love – Profile a local, independent merchant. Share a photo (video is even better!) of the
establishment and what you love about it. Be sure to tag the business in your post so that they see it and might
then share it with their own followers.
Testimonial – Share kind words from a client, past or present.
Traditional + Hashtag Holidays – See “How to Use This Calendar” on page 2 for information on how to use
hashtag holidays.
Tuesday Tip – When creating these, think about the questions you’re asked most often.
ADDITIONAL READING
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25. August
6 International Beer Day
8 International Cat Day
12 International Youth Day
13 International Lefthanders Day
16 World Bratwurst Day
21 World Senior Citizens Day
September
4 International Bacon Day
5 International Day of Charity
17 International Country Music Day
18 Start of Oktoberfest
19 Talk Like a Pirate Day
21 International Day of Peace
21 World Alzheimer’s Day
21 World Gratitude Day
29 World Heart Day
29 International Coffee Day
30 International Podcast Day
October
1 International Day of Older Persons
1 World Smile Day
1 World Vegetarian Day
4 World Animal Day
4 World Habitat Day
5 World Teachers’ Day
10 World Homeless Day
10 World Mental Health Day
11 International Day of the Child
19 International Gin and Tonic Day
25 World Pasta Day
November
1 World Vegan Day
5 World Tsunami Awareness Day
13 World Kindness Day
19 International Men’s Day
20 World Children’s Day
21 World Television Day
21 World Hello Day
30 Giving Tuesday
December
1 World AIDS Day
5 International Volunteer Day
5 World Soil Day
11 International Mountain Day
18 International Migrants Day