Estate agent social media video works when each post carries listing news: just listed, price reduced, an open house, a weekly round-up of new instructions, and under offer or sold where the seller agrees. Each vertical cut opens on the strongest photo and the location, states the price as the listing does, carries burned-in captions and ends with one step to the full listing. Videngine renders these from your listings; you schedule them in your own social tool.
Which property videos work on social, and which do not
A property video earns a place on your feed when it carries listing news someone can act on this week: the home is new, cheaper, open to view or moving.
Building the listing video itself is covered in real estate listing video for every property; this page covers what to post and how to cut it.
| Video | When to post | What it says | Watch for |
|---|---|---|---|
| Just listed | Within two days of the listing going live | Location, property type, bedrooms, price as listed | Wait for the full photo set |
| Price reduced | Once the listing shows the new price | The new price, then the property | An old price only if it was genuine (see the rules) |
| Open house or viewing day | A few days before, and on the morning | Date, times, how to book | Take the post down after the day |
| Under offer or sold | Only with the seller's agreement | The status and the area; no agreed price | Use the status the listing shows |
| Weekly new instructions round-up | The same day each week | Four to six new listings, two facts each | Every home still available on the day |
What does not belong on the feed
Anything the listing does not support stays out.
- Claims beyond the particulars. A view, a school catchment or a walking time the listing does not state.
- Who the home would suit. Describe the rooms, size and location, never the buyer.
- Posts the market has overtaken. A just listed Reel for a home now under offer or withdrawn.
- Revealing photos. Family pictures, a car registration, or signs the home is empty.
The 9:16 cut for a property: hook, price, captions and next step
Every property Reel needs four decisions before it renders: the hook, the price policy, the captions and one next step to the listing.
General vertical rules are in the short-form video guide.
| Element | Estate agent rule | Check before it goes out |
|---|---|---|
| Hook, first two seconds | The strongest photo, usually the front or the best room, with the street or area on screen | The photo shows the home as it is now |
| Status line | “Just listed”, “New price”, “Open house Saturday” or “Under offer” | Matches the listing today |
| Price | Set per series (below), with the listing's qualifier, such as guide price or offers over | Figure and qualifier match the listing |
| Captions | Burned in, transcribed from the finished narration | Street names spelt as listed; bedrooms and price exact |
| Close | Branch, listing reference and one instruction: see the full listing | The listing is live |
Add street and area names to the brand's pronunciation lexicon once, so Keighley is said KEETH-lee every time. Each landscape photo sits over a blurred fill of itself, so rooms are not cropped. A single listing needs 20 to 40 seconds.
Show the price, or send viewers to the listing
Choose by how long the post stays visible.
| Series | Price on screen | Why |
|---|---|---|
| Just listed | Show, with the qualifier | Buyers filter on price first |
| Price reduced | The new price; the old one only if genuine | The price is the news |
| Open house | Show | Tied to one day |
| Under offer or sold | Leave out unless the seller agrees | The seller decides what is shared |
| Weekly round-up | Show each price | Tied to one week |
When a price changes, render again: the rebuild is saved as _v2, free within the same month, and the old post comes down.
Property advertising rules that apply to social posts
The rules for your listings also govern your posts: the CAP Code in the UK, fair housing law in the US.
UK: the CAP Code and material information
- Your accounts are in scope. The ASA says the CAP Code has applied since 2011 to non-paid-for space online under the advertiser's control, naming a brand's Facebook page, Instagram profile and YouTube channel, and any other social media channels. In June 2026 it ruled against an estate agent's leaflet and Facebook post that compared its service with named competitors.
- Keep to the particulars. CAP Code section 3 says marketing must not materially mislead (rule 3.1) or omit material information (rule 3.3). The ASA's advice to estate agents cites a “private drive” that was shared.
- Material information. The National Trading Standards Estate and Letting Agency Team published guidance on Part A material information for property listings in 2022; Part A includes the price or rent, the council tax band and, for sales, tenure. The announcement does not mention video, so put those facts in the post caption and link to the full listing. The team's material information page now points to the government's June 2026 plans for homebuying sales packs, so check it for changes.
- Price reductions. CAP Code rule 3.39 says price comparisons must not mislead by falsely claiming a price advantage. Show the old figure only if it was the genuine asking price; otherwise say “new price”.
- Under offer and sold. The ASA's privacy advice says marketers should take care not to feature recognisable property of members of the public without permission, and its advice on sales claims warns agents to be careful with the definition of “sold”. So wait for the seller's agreement.
Lettings carry their own rent wording rules; see rental listing video. For plot releases, see new development video.
US: fair housing advertising
HUD states that discriminatory housing advertisements are illegal under the Fair Housing Act, including adverts indicating a preference, limitation or discrimination based on race, colour, religion, sex, disability, familial status or national origin; its examples are “no children” and “no wheelchairs”. On a realtor's TikTok, describe the home, never the household you picture in it, and set that rule as banned phrases so every script follows it. Take specific questions to your broker.
Platform labels for property posts
Each platform asks two questions of a property post, whether it is commercial and whether it contains realistic AI content, so answer both once per series.
Checked on each platform's own pages on 16 October 2026; “our reading” is ours, not the platform's. Labels change, so check current guidance.
| Platform | Commercial content | AI content |
|---|---|---|
| Instagram and Facebook | Instagram's help centre says organic branded content must use the paid partnership label to tag the brand. Our reading: your own listings are not branded content; a post a developer or mortgage broker paid for may be. | Meta says it will require its AI disclosure tool on organic posts with “photorealistic video or realistic-sounding audio that was digitally created or altered”. Our reading: a synthetic narrator can count. |
| TikTok | TikTok says you must turn on the commercial content disclosure setting when a post promotes a brand, product or service. Our reading: your own listing is “Your brand”. | Its Community Guidelines say synthetic media showing realistic scenes must be clearly disclosed, and bar the likeness of a real private figure. Our reading: use a house voice, not a negotiator's cloned voice. |
| YouTube Shorts | Select paid promotion for “branded content, sponsorships, endorsements, or other commercial relationships”. | YouTube requires disclosure of AI-generated or altered content that seems realistic; a synthetic narrator is not listed either way. See YouTube AI disclosure. |
Videngine does not post to Instagram, TikTok or Facebook: download the 9:16 cut, or receive it in your Google Drive folder (Growth, rolling out), and schedule it in your social tool, where labels are set. For boosted posts, see video ads.
A weekly social media plan for a branch
A branch plan holds when each weekday has one kind of property video and a fixed source, so posts come from the listings board.
Illustrative only: a fictional two-negotiator sales branch, not a tested schedule or a performance claim.
| Day | Post | Source | Where |
|---|---|---|---|
| Monday | Just listed since Friday | New listings picked from your sitemap | Reels, TikTok, Facebook |
| Tuesday | Price reduced | Listings now showing the new price | Reels, Facebook |
| Wednesday | Saturday's open house | The listing, with date and times | Reels, TikTok, Facebook |
| Thursday | Under offer or sold, where sellers agreed | The listing, status updated | Instagram, Facebook |
| Friday | New instructions round-up | A page on your site listing them | Reels, TikTok, Shorts |
| Saturday | The open house, filmed on a phone | Your own footage, not Videngine | Stories, TikTok |
| Sunday | Reply to comments and messages | None | None |
Size the plan to your review time, since every video is approved before it goes out. On launch pricing, Starter ($79 a month for 50 videos) covers picking listings one at a time; Growth ($249 for 250) adds batch runs from a CSV and three brands, such as sales, lettings and new homes. See Videngine pricing.
From listing to scheduled post
- Pick the listings from your sitemap, or paste one listing URL; on Growth, load a CSV from your property software (see bulk video creation from a CSV).
- Set each series once: scene set, status line, price policy and banned phrases.
- Render the 9:16 cut, plus 4:5 or 16:9 if wanted, up to 1080p, named by listing reference, such as LR30517_9x16_v1.mp4 (illustrative).
- Review against the listing on the day. A rejection gets a defect code, such as specification for a wrong price; a workspace can require a different approver, such as the branch manager.
- Schedule in your social tool, with the price and, in the UK, the council tax band and tenure in the caption, and the listing link where the platform allows.
- Rebuild or retire. Render again when a price or status changes; take posts down when a home leaves the market.
When Videngine is the wrong tool for estate agent social video
Videngine narrates a listing over its own photos, so posts that depend on a person, a place filmed on foot or a live moment need another approach.
| Job | Why Videngine does not fit | Better option |
|---|---|---|
| Agent personality videos, such as meet the team | No presenters or avatars, and no footage | Film on a phone; keep it short |
| Area tours filmed on foot | It pans across stills; it does not film a place | A negotiator with a phone and gimbal, or a local videographer |
| Live streams, such as a live viewing | It renders finished files | The platform's own live tools |
| Market update talking heads | They need the agent's own view, given to camera | Film the agent; caption it in an editing app |
| Posting to Instagram or TikTok | It does not post there | Your social scheduling tool |
Film your people and your patch; let Videngine carry the listings.
Questions estate agents ask about social media video
What videos should an estate agent post on social media?
Listing news: just listed, price reduced, open house, a weekly round-up of new instructions, and under offer or sold where the seller agrees. Film the team and the area separately.
Should estate agents show the price in property Reels?
Decide per series. Show the asking price and its qualifier on just listed, price reduced, open house and round-up posts. Leave it off under offer and sold posts unless the seller agrees.
Can I post an under offer or sold video?
Only with the seller's agreement. The ASA advises marketers to take care not to feature recognisable property of members of the public without permission. Use the status the listing shows and leave the agreed price out.
Does the CAP Code apply to an estate agent's Instagram and TikTok?
Yes. The ASA says the CAP Code covers non-paid-for space online under the advertiser's control, naming a brand's Instagram profile and any other social media channels. Keep every claim to the listing.
Can Videngine post to Instagram and TikTok?
No. Videngine delivers MP4 files by download or to your Google Drive folder (Growth, rolling out), and publishes to YouTube on Scale (rolling out). Schedule Reels and TikToks in your own social tool.
Do AI-narrated property videos need an AI label?
Check each platform. Meta's rule covers realistic-sounding audio that was digitally created or altered, which can include a synthetic narrator. TikTok and YouTube ask for realistic synthetic content to be disclosed. If unsure, label.
Choose your next step
Start from the listing video each post is cut from.
Start with three live listings.
Bring a new instruction, a price reduction and a home with a viewing day booked. Set the status lines, price policy and banned phrases once, then run the same week every week.
Join the waitlist ↗Published by Videngine, a video rendering product built and run by Wall & Fifth. External links refer to the original documentation or product descriptions; examples are illustrative unless stated otherwise.