What tends to go wrong with real estate social media
The first problem is that posts tend to be only listings. If you post photos and floor plans every time a new property comes in, people who aren't looking right now have no reason to read. Even people who followed you just skim until they think about moving.
Next, property information moves fast. A property posted on social media gets sold, but the post stays up. If you keep answering inquiries with "that one is already taken", it takes the same shape as "bait advertising", which the labeling code prohibits.
Then there is the temptation to use strong words. "Bargain near the station" or "the best view" catches the eye, but in real estate advertising such words need evidence.
What to post
Combining listings with information useful to people who aren't house-hunting makes followers stick around.
| Type | Example post topics |
|---|---|
| Listings | Photos of new properties, highlights of the floor plan, viewing days |
| Neighborhood | What the walk from the station is like, nearby supermarkets and parks, school districts |
| Living knowledge | The order of moving procedures, how to think about initial costs, what to look at in a viewing |
| Company | Staff introductions, shop location and parking, how a consultation goes |
| Area | Local festivals and seasonal events, new shops |
Neighborhood information is what only a company rooted in the area can write. The big portal sites don't have it, and it gives people a reason to read before they even think of moving.
How to run it in SNS TOWN
Write the words the code says to avoid in your company profile
In "Things not to write" in the company profile, write that you don't use words that need evidence under the code, such as "bargain", "the best", "perfect" and "number one in Japan", and that you don't state property prices. AI drafts are written with that in mind. One workable split is that people who have verified the property details write the property posts by hand, and the AI handles posts about the neighborhood and living knowledge.
Approve before publishing
If you set the post cycle to draft mode, only what a person approves goes out (How approval works). If the approver is someone familiar with property labeling, wording that breaks the code can be stopped before it appears.
See the schedule on the calendar
The calendar shows scheduled posts by week, month or list. You can see at a glance where dated announcements such as open houses and consultation events overlap with date-free posts such as neighborhood information, and you can drag to change times.
Delete posts about sold properties
For a property that has sold, you can delete the post on the social network from the post's page (X, Threads, Facebook Pages and others; Instagram can't be deleted through its API, so delete those in the Instagram app). If you tag property posts, you can filter the list to show only those (Internal notes and tags on posts).
Things to watch out for
Japan's fair competition code on real estate labeling
Real estate advertising is covered by the "Fair Competition Code Concerning Real Estate Representations" of the Real Estate Fair Trade Council. The code's definition of "representation" includes online advertising. The main rules are below (the code in force since September 1, 2022; Real Estate Fair Trade Council Federation: introduction to the fair competition code).
| Rule | Content |
|---|---|
| Bait advertising prohibited | You may not advertise a property that does not exist, cannot be transacted, or that you do not intend to transact |
| Specific terms | Words like "best", "bargain", "perfect", "number one in Japan", "carefully selected" and "sold out" can't be used without supporting documents. For "best" and "bargain", the supporting facts must also be shown |
| Meaning of terms | "New construction" means less than one year since completion of construction and never lived in |
| Walking time | Calculated at 80 meters of road distance per minute, rounding up anything less than a minute |
| Unfair comparative advertising | You may not compare on things you cannot prove or disparage other companies |
Even a short social post is safest treated as covered by this code if it advertises a property. If you write "5 minutes' walk from the station", check that it was calculated from road distance.
Remove sold properties promptly
To avoid bait advertising, delete posts about sold properties early or make clear that they are sold. Deciding on a day to review property posts in the calendar and list reduces the chance of forgetting.
Frequently asked questions
Can property information be posted automatically?
It does not connect to property management systems. If the news page that lists new properties has an RSS feed, Drafts from RSS can make a draft for each new article. Posts go out only after a person approves them.
How many property photos can I attach?
It depends on the network. X takes up to 4 images and Threads up to 20. The compose screen changes to match the rules of the network you choose.
I want separate accounts for each branch
Either keep a separate company or brand for each branch, or connect a separate account for each branch within one company. See Social media for multi-store chains and franchises for details.
I want to announce an open house several times
Open houses and consultation events have fixed dates, so schedule posts 1 to 2 weeks ahead, the day before and the day of. Don't repeat the same text; vary the angle with other highlights of the property or news about the neighborhood.
Can I put prices in posts?
You can, but prices change easily and the code sets how they must be shown. If you limit posts to the property's appeal and viewing information and have people check the price on the property page, there is less risk of an outdated price lingering on social media.
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