New agents come into the industry believing Facebook will be their easiest lead source. It feels familiar, it’s free, and everyone says it’s the platform where business happens. So they post a listing, a market update, a few Canva graphics, maybe even a personal photo to mix things up.

Then nothing happens.

Five likes. One comment from a relative. The quiet sting of realizing that posting does not equal engagement.

If you’ve ever felt that discouragement, you’re not alone. Facebook engagement, especially for new real estate agents, is one of the most misunderstood topics in this business. But once you understand what Facebook is designed to promote—and what it quietly suppresses—you can finally create posts that don’t just sit there, but actually spark conversation, community, and eventually, clients.

This is the foundation I teach inside coaching sessions, keynote stages, and workshops across the country. And today, I’m giving you the full playbook.

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The Facebook Reality Most Agents Never Learn

Let’s begin with the truth that resets expectations instantly:

Facebook does not reward effort. It rewards interaction.

The algorithm wants to keep people on the platform, not push them off it. And that means it prioritizes posts that:

• spark comments
  
• encourage conversation
  
• inspire sharing
  
• generate watch time
  
• feel personal rather than promotional
  

The problem? Most agents post content Facebook identifies as low-value:

• link posts that send people off-platform
  
• static listing flyers
  
• templated Canva graphics that look like ads
  
• business page posts with low organic reach
  
• long paragraphs with no hook or visual cue
  

Even if the information is good, the format works against you.

High-engagement posts, however, follow predictable patterns. And once you know what they are, you can build a system that makes Facebook work for you—even if you’re brand new and don’t have listings, testimonials, or a large following yet.

Let’s break down the six post types that consistently outperform everything else for new real estate agents.

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1. The Post Format Facebook Pushes More Than Anything Else: Short Video

Every platform has a preferred content style. Facebook’s is short, fast-paced, relatable video.

Not polished. Not cinematic.
Just real.

Video works because it immediately establishes three things:

1. Familiarity
   
2. Trust
   
3. Presence
   

When people can see your face, hear your voice, and observe your confidence, they begin to feel like they know you. And familiarity is the first step to market authority.

New agents often assume they need professional production. They don’t. Video performs best when it feels native to the platform.

Strong examples:

• a 20-second walkthrough of a listing
  
• a quick highlight of a kitchen, backyard, or neighborhood
  
• a short explanation of a common buyer question
  
• a real-time update from an open house
  

Your only job is to show up consistently.

When I coach new agents, the first piece of content I ask them to create is a simple 30-second video. Not because it’s easy, but because it unlocks every algorithmic advantage Facebook offers.

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2. “This or That” Posts: The Fastest Way to Multiply Comments

If you want engagement quickly, ask people for their opinion.

It works every time.

Examples include:

• Modern kitchen or traditional kitchen
  
• Open floor plan or dedicated rooms
  
• One story or two story
  
• Newly built home or established neighborhood
  
• Big yard or updated interior
  

These posts perform because they eliminate friction. People can answer in one second. And when they do, Facebook views your content as valuable, pushes it into more feeds, and begins to associate your account with community interaction.

But the real value is not the engagement.
It’s what the engagement tells you.

If someone votes for a big yard, that’s a conversation starter. If someone consistently votes for open concept homes, you’ve learned something about their preferences. These are early buyer signals you can use to deepen relationships later.

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3. Testimonial and Success Story Posts: Your Most Powerful Trust Builder

When a new agent has limited experience, social proof becomes their strongest asset.

But a testimonial is not just a quote. The highest-performing testimonial posts tell a brief story:

• Who the client was
  
• What they struggled with
  
• What you guided them through
  
• How it ended
  
• What they said about the experience
  

It should feel authentic, not scripted.

Strong formats include:

• a closing day photo with a short caption about the journey
  
• a screenshot of a review with your commentary
  
• a short video of your client speaking about their experience
  

Social proof works because audiences rely on other people’s experiences to make decisions. And Facebook, in particular, pushes positive, emotional content higher in the feed.

In other words, a good testimonial post reaches far beyond your immediate circle.

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4. Educational Carousels and Infographics: The Content People Save and Share

Educational posts are one of the most underutilized tools for new agents—and one of the most impactful.

People save them.
People share them.
People refer back to them.

These are strong algorithmic signals.

Examples include:

• First-time buyer timelines
  
• Simple explanations of mortgage terms
  
• What to do in the first 30 days before listing
  
• Renovations that produce the highest return
  
• How to prepare financially before buying
  
• Local market breakdowns
  

Agents who consistently post educational content become trusted resources. And trust is the currency of conversion.

The key to successful educational posts is simplicity:

• one idea per slide
  
• short explanations
  
• clean visuals
  
• concrete examples
  
• no jargon
  

The goal is not to impress.
It’s to clarify.

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5. Community Content: The Secret Advantage New Agents Don’t Realize They Have

Most top-producing agents spend their days showing homes, negotiating deals, managing teams, and overseeing active listings.

New agents have something equally valuable: time to explore their community.

Facebook users engage extremely well with local content because it feels personal and relevant. Examples include:

• spotlighting local businesses
  
• covering upcoming events
  
• sharing neighborhood histories or fun facts
  
• showcasing parks, trails, schools, or hidden gems
  
• creating weekly or monthly “best of” lists
  

This content positions you as:

• connected
  
• informed
  
• invested in your market
  
• approachable
  
• resourceful
  

And because it’s rooted in the community, people naturally tag friends, share the post, or comment with their own experiences.

That engagement builds both reach and relationship.

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6. Engagement Questions: The Posts Designed to Start Conversations

Some posts exist to educate.
Some exist to inspire.
Engagement questions exist to spark dialogue.

These are the posts that receive dozens of comments when done correctly.

Examples:

• What was the hardest part about buying your first home?
  
• What feature would you add to your home if money wasn’t an issue?
  
• What would you renovate first: kitchen or bathroom?
  
• What neighborhood do you wish you lived in right now?
  
• What stresses you most about moving?
  

These questions reveal preferences, fears, motivations, and future buying signals.

But more importantly, they position you as someone who cares about people’s experiences—not just their transactions.

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Building a Posting Rhythm That Facebook Rewards

The goal is not to post every day.
The goal is to post strategically and consistently.

A strong weekly rhythm could look like this:

Monday: Educational carousel or market insight
Wednesday: Engagement question or “This or That”
Friday: Short video or community spotlight
Every two weeks: Testimonial or success story

This creates:

• variety
  
• authority
  
• consistency
  
• conversation
  
• visibility
  

And most importantly, it teaches the algorithm that your account is worth showing more often.

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What New Agents Should Stop Posting Immediately

Certain post types actively limit your reach.

Avoid:

• link posts (Facebook suppresses external links)
  
• static listing flyers without video
  
• business page-only posting
  
• recycled Canva templates that feel generic
  
• long paragraphs with no hook
  
• automated filler content
  
• overused industry clichés
  

This doesn’t mean you can’t post listings.
It means you need to post them in a way the platform will promote.

Video with a short narrative always outperforms a flyer.

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The Unexpected Advantage of Being a New Agent

Here’s something most new agents never realize:

You are more relatable than the top producer.

People don’t connect with perfection.
They connect with presence, honesty, learning, excitement, and energy.

New agents have the ability to:

• document their journey
  
• share their growth
  
• highlight the behind-the-scenes
  
• become the voice of their community
  
• build a brand rooted in authenticity
  

These are all engagement drivers that Facebook amplifies.

A new agent who shows up consistently can outrank a seasoned agent who posts generic content.

The algorithm doesn’t care about tenure.
It cares about connection.

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SEO-Optimized Frequently Asked Questions

What types of Facebook posts get the most engagement for real estate agents?

Short videos, interactive polls, testimonials, educational carousels, community spotlights, and engagement questions receive the highest engagement because they encourage comments, sharing, and watch time.

Should new real estate agents post on personal profiles or business pages?

Personal profiles consistently outperform business pages for organic reach. New agents should focus engagement-based content on their personal profile and reserve business pages for credibility and ads.

How often should a new real estate agent post on Facebook?

Posting three to four times per week across a variety of post types generates stronger engagement and reach than posting daily with low-performing content.

Do Facebook listing posts perform well?

Listing posts perform well when posted as short videos or story-driven walkthroughs. Flyer-style or Canva-template listing posts tend to receive low reach.

What Facebook content leads to actual real estate clients?

Testimonials, video tours, community content, and educational posts are the highest-converting content types because they build trust, demonstrate value, and keep you top of mind.

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Additional Resources

To support your growth:

Internal Content:

• How to Build a Weekly Content System With ChatGPT
  
• The New Agent AI Starter Kit
  
• The Real Estate Video Script Library
  

External Tools:

• Canva (for educational visuals)
  
• Facebook Creator Studio
  
• Loom (for quick video creation)
  
• ChatGPT (for prompts, scripts, captions)
  

Follow me on Instagram: @coachemilyterrell
Website: www.coachemilyterrell.com

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A Final Note

If this sparked ideas or clarified why your Facebook content hasn’t been working the way you hoped, reach out. Send me your questions, your early content drafts, or the places where you feel stuck.

I’m here to help you build a presence that not only gets engagement—but turns that engagement into meaningful relationships and real opportunities.

Let me know what resonated with you.