da
Back to guides

Selling with social media: your own marketing

When you sell yourself, you're your own marketing team. Social media is your free megaphone: it reaches local buyers, friends and acquaintances – and can build interest before the listing goes public. With a few simple posts you can double the reach of your sale.

Choose your platforms

Start in one place and do it well. Instagram for photos/video; Facebook for local groups ('Home for sale in [city]') and Marketplace. Feel free to share the same post on both, but adapt: Instagram loves stories/reels, Facebook loves local group posts.

Before you go live

Only use professional photos – preferably the same as in the listing – so interested buyers recognize the home. Make a plan: when live, when open house, when do you post? Consistency builds credibility.

Make a simple schedule (e.g. 6 posts over 3 weeks) so you don't burn out.

Content that works

  • Teaser before listing ('going on the market soon…')
  • The announcement: share the listing with your 5 best photos
  • Tour: a short 10–30 sec video
  • The best thing about the home – one thing per post
  • The neighborhood: the coffee shop, woods, school – sell the lifestyle
  • Open house reminder the day before and on the day
  • Update: price change or 'popular home'
  • A 'sold' post at the end

How to post

  • Post 5–8 pm weekdays or Sunday morning
  • Short, warm caption – what do you love about the home? Be specific about location
  • 3–5 relevant hashtags (e.g. #homestore, #[city], #selfsale)
  • Share in 2–3 local groups
  • Stories for the informal (behind the scenes, Q&A)

Dos and don'ts

  • DO: reply quickly to comments and messages
  • DO: good photos in good light, show the home honestly
  • DON'T: don't share your address and empty-house times – break-in risk
  • DON'T: no misleading photos or prices
  • DON'T: not a post a day for 3 weeks – quality over quantity

Measure and follow up

Track reach, saves, shares and messages. Many saves = people considering the home. Send interested people on to the listing/open house; note how many inquiries come from social media.