Content Strategy Guide
What to post, why, and how often. A practical framework for building a consistent social media presence using Market Trak's tools.
Most estate agents who struggle with social media are not stuck on how to post. They are stuck on what to post and why it matters. Market Trak gives you everything you need to answer both, but it helps to understand the logic behind the tools before you dive in.
Why regular posting matters
There is a gap between the moment a homeowner starts thinking about selling and the moment they Google an agent. Most agents only show up at the end of that gap, when the homeowner is already searching. Market Trak puts you at the beginning of it.
By showing up consistently in someone's feed with useful, local market content, you become the agent they already know when they are ready to move. That is the strategic reason behind every post you create.
The three content pillars
Every post you create should serve one of three purposes. Think of these as your content pillars.
Market updates
Goal: Build local authority and stay top of mind with potential sellers
Use a report for a postcode you want to dominate. Pull out one or two key stats (average price, demand rating, how fast homes are selling) and turn them into a post. Over time, consistently showing up with real data positions you as the agent who actually understands the local market.
This is the content that wins instructions. Sellers do not just want the highest valuation. They want the agent who knows their area.
- Cadence: Once or twice a month per target postcode
- How to create it: Generate a report, then click Share to Social from the report detail view
Property listings
Goal: Show activity, reach buyers, and signal to sellers that you are winning instructions
When a new listing hits your CRM or website, Market Trak detects it automatically and generates a post for it. You review it in the Approval Queue and approve with one click.
Listing posts have a dual audience. Buyers see them and enquire. But sellers in the same street also see them, and they form an impression of which agents are active and visible in their area.
- Cadence: Every new listing (automated via Property Feed)
- How to create it: Review your Approval Queue and approve generated posts
Valuation posts
Goal: Generate seller and landlord leads
A post that asks "What is your home worth?" and links to your market data is your highest-value lead generation tool. It is a soft pitch to homeowners who are thinking about moving but have not made a decision yet.
These posts work best when they are hyperlocal. "What are homes selling for in your street?" outperforms "Book a free valuation" every time because it speaks to curiosity rather than commitment.
Market Trak has a built-in Instant Valuation tool you can link directly from these posts. When someone clicks through and enters their address, they get an instant estimated value and their details land straight in your lead dashboard. You can find it under Settings > Lead Capture > Instant Valuation Tool. From there you can also download a QR code to use on canvassing letters.
- Cadence: Once or twice a month
- How to create it: Use the AI Assistant (see Using the AI Assistant below), then link to your Instant Valuation tool
You do not need to post every day. Three well-crafted posts a week, spread across these pillars, will build a more credible presence than daily content that has no clear purpose.
A simple weekly rhythm
Use this as a starting point and adapt it to your workflow. The goal is consistency, not volume.
| Day | Content type | Tool to use |
|---|---|---|
| Monday | Market update for your target postcode | Reports > Share to Social |
| Wednesday | Property listing | Approval Queue |
| Friday | Valuation post for your target postcode | AI Assistant |
The Today's Priority card on your dashboard tracks your weekly posting activity and will nudge you when you are behind. Use it as your daily check-in.
Choosing your target postcode
Start with one postcode sector. Not two or three. One.
Pick the area where you most want to grow, work it consistently for a few weeks, then expand to a neighbouring sector. Going too wide too early spreads you thin and dilutes the impression you are building. The goal is to become the recognisable voice for a specific patch, so that anything that moves there feels like it should be yours.
Once you have built a rhythm in your first postcode, add another. Then another. Over time you accumulate a strong presence across your whole area without it ever feeling overwhelming.
Your reports change month to month as prices shift, demand moves, and days on market fluctuates. A postcode you reported on in January will have a meaningfully different story by April. You will not run out of things to post.
Turning reports into posts
Every report you generate can become a social media post in a few clicks. This is the fastest way to create market update content.
Open a report
Go to Reports in the sidebar. Open any existing report, or generate a new one for your target postcode.
Click Share to Social
Click the Share to Social button in the report detail view. This opens the Post Creator with your report data already loaded, including average price, price trend, demand rating, and days on market.
Generate an image
Click Generate Image. Market Trak creates a professional AI-generated image using your report data. You can choose your aspect ratio (square for Instagram, landscape for Facebook) and regenerate until you are happy with it.
Write or edit your caption
The caption can include template variables that pull in your report data automatically. Use {{averagePrice}}, {{priceChange}}, {{marketTrend}}, and {{demandRating}} to keep it accurate without manual editing. Then schedule or publish.
If the AI-generated image shows a stat you would rather not highlight (such as "demand: low" or a high number of days on market), you can erase or edit just that part using the Edit Image tool. Paint over the area, choose Erase or type a replacement prompt, and the rest of the image stays untouched.
Using the AI Assistant for content planning
If you are staring at a blank screen and do not know where to start, the simplest thing to do is ask the AI Assistant directly.
"What should I post today?" is a perfectly good prompt. The assistant knows your existing reports and your recent activity, and will suggest something specific: "demand is high in your KA9 postcode right now, consider a market update post" or "you have had three new leads this week, this is a good time to send a follow-up email."
You can also ask it to plan further ahead:
- "Give me five post ideas for this week"
- "Create a content plan for April covering my top three postcodes"
- "Write a valuation post for homeowners in KA9 who might be thinking of selling"
- "Create a short punchy post about current demand levels in my area"
The assistant will produce a structured plan. You can then create each post using the "Create next post" button, which moves through the plan without repeating topics.
The AI Assistant respects your writing style preference. Set it to Conversational, Insight-led, or Short and Punchy once in your workspace settings and every post it generates will match that tone automatically.
Two ways to create a post
There are two routes to creating a social media post, and they suit different situations.
The guided flow (Post Creator or Property Feed) gives you a structured, step-by-step process. You pick a report, choose a caption style from the templates, generate an image, and publish. It is quick and consistent. Good for when you know what you want and just need to get it done.
The AI Assistant is better when you want to iterate. You can paste in a property URL or describe what you want, and then refine it in conversation: make the caption shorter, change the tone, adjust the image. If the first output is not quite right, you can work through it rather than starting over.
Most agents end up using both. The feed handles listing posts automatically. The assistant handles market updates and valuation content where a bit more thought goes in.
Locking reports to capture leads
When you share a report publicly, you can lock it so visitors must enter their name and email before they can view the data. This turns any report into a lead capture tool.
A good use case: include a QR code linking to a locked report in a canvassing letter. The homeowner scans it, enters their details to see what properties are selling for in their street, and lands in your lead dashboard.
If you use the report lock form, avoid adding a phone number field. It significantly reduces the number of people who complete it. Name and email is enough to start a conversation.
You can enable report locking from Leads > Report Lock in your settings.
Property Feed: your automated listing layer
Your Property Feed handles listing posts without you having to think about them. Market Trak checks your agency website or CRM every two hours for new listings. When one is detected, it automatically generates a post and sends it to your Approval Queue.
For each new listing, you get three post variants in different writing styles (Conversational, Insight-led, and Short and Punchy) so you can pick the one that fits the property and your audience.
This means your listing content largely runs itself. Your energy can go into the market update and valuation posts, which require more strategic thought and deliver more of the long-term business value.
If you trust the output quality, you can enable auto-approve per channel in your Property Feed settings. This publishes listing posts without any review step, useful if you have a high volume of new instructions and want zero-touch posting.
Frequently asked questions
Three posts per week is a solid target for most agents. The dashboard tracks this and will flag when you are behind. Quality matters more than volume. Three well-crafted, relevant posts will outperform seven generic ones every time.
For most agents, yes. The same post works across both platforms. If you want to differentiate, Instagram favours strong visuals and shorter captions, while Facebook gives you more room for market commentary and context. Both are worth maintaining for different audience segments.
- Conversational — warm and personal, reads like a message from a trusted local agent. Works well for valuation posts and community-focused content.
- Insight-led — data-driven and analytical, positions you as a market expert. Best for market update posts where you want to show your knowledge.
- Short and Punchy — concise and direct, designed to stop the scroll. Works well for listing posts and time-sensitive announcements.
Your Property Feed generates all three variants for every listing, so you can compare them and pick the best fit before approving.
If the assistant gets a detail wrong (bedrooms, price, description), correct it in the conversation. Tell it what is wrong and it will update the post. For listing posts specifically, using the AI Assistant route rather than the guided flow gives you more room to iterate and fix errors before publishing. You can also edit the caption manually at any point before scheduling.
The Reports section includes engagement tracking that shows how many people have viewed and interacted with posts linked to your reports. For social media performance more broadly, check your Facebook and Instagram Insights directly. Over time, look for which postcode content generates the most profile visits and lead enquiries.
Last updated 3 weeks ago
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