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    Deciding on What Social Media Content to Post

    Your content ‘buckets’ are the core content topics or types you’ll post on your social media accounts.

    These should be topics you think will resonate with your target audience, and that you think you can create content around regularly.

    You’ll want to keep this to around 4/5 content types. This allows you to have variety in your content without diffusing your online brand.

    Examples of content buckets are:

    Property For Sale/Rent 

    This content is focused on highlighting a recently launched property. You want to ensure you showcase a range of property types and areas throughout the month. This will present the diversity of your agency’s portfolio and connect you with all of your target audience.

    Behind The Scenes/Personal Brand

    This content is about showcasing you as an agent and building rapport through content. It’s a good opportunity to be playful with your content and develop an emotional connection with your audience.

    Property Has Been Sold/Rented

    This is an opportunity to highlight your success as an agent. After all, this is what your clients will ultimately care about. Update audiences on properties that have been sold or rented on a weekly basis to showcase your ability to market properties well.

    Testimonial/Review

    Nothing is more persuasive than a genuine and positive account of a client’s experience with you as their agent. Start building a stock of testimonials from past clients so you can post them regularly to build credibility and trust with followers.

    Talking of social media monitoring, you’ll need to determine what it is that constitutes a successful social post for your brand.

    This way, you can analyse your posts and do more of what is working, and less of what is not.

    Examples of your potential goals as an agent, and supporting metrics include: 
    • Creating an engaged audience: Look at engagement metrics such as likes and comments
    • Brand awareness: Monitor your post’s reach and impressions
    • Generate leads: Track conversion rates and CTRs
    • Showcase properties: Keep an eye on video views, post reach and property content shares
    • Drive Traffic to your site: Track referral traffic

    Most social media platforms have ways you can view content metrics natively on the platform, which you could then collate to assess content strategy performance.

    You can also use social monitoring platforms like Sprout Social to make this process less manual.

    PropertyBox also consolidates your metrics from social accounts for all content shared through the platform, making your social monitoring even easier.

    Once you have your data, you can review how each content piece is supporting your goals. Then simply scale what your audience appears to like, and cut down on what isn’t gaining traction. 

    Jessica Peckett

    Head of Marketing

    Jessica is a New Zealand-born digital marketing expert with a global perspective and a track record of driving results across aviation, energy, and real estate. Currently focused on helping UK estate agents succeed through PropertyBox, she blends strategy, creativity, and tech to turn ideas into business impact. Passionate about team growth and meaningful leadership, Jessica brings energy, empathy, and a sharp commercial mindset to everything she does.