In real estate, social media has two halves. One is administrative: permits, QR codes, listing posts, agents asking for their properties to be featured. The other is editorial: area guides, explainers, the brokerage’s voice. They need different skills.
When in house makes sense
A brokerage with many agents and a steady flow of listings usually needs a marketing coordinator anyway, to manage permits and portal listings. That person is the natural owner of listing posts. Asking them to also write well researched area guides and edit Reels is asking for two jobs.
When outsourcing makes sense
The editorial half is easier to hand over. A provider who knows the rules can research area guides from official sources, write explainers, edit Reels and keep a steady rhythm. The brokerage keeps permits and approvals.
For a smaller brokerage without a coordinator, outsourcing the whole feed with the owner approving each post is often simplest.
What to watch for
- Permit discipline. Any provider must treat a missing permit as a stop, not a style choice.
- No forecasts. Content that promises yields or predicts prices puts your licence at risk.
- Your voice. Templates make every brokerage sound the same. Ask how they will learn yours.
- Agents’ accounts. Keep agents’ posts to their knowledge. Check the Advertiser Permit position before they promote listings personally.
A split that works
Owner or coordinator: permits and approval. Agents: area knowledge and the questions they heard this week. Provider: the weekly plan, writing, design and Reels, scheduling and reporting.
That is how we work with brokerages: a post every weekday on Instagram and LinkedIn, each emailed to you before it goes out, AED 2,899 a month with no setup fee and no minimum term.