This is the system I run on my listings: every step, channel and script. Copy any block, swap the brackets, and hand your assistant whatever you don't want to do yourself.

The one rule: stop posting status, start posting why anyone should care. Every post goes story or question, then who the home is for, then the details, then one clear next step.

The campaign, step by step

  • 7 to 3 days out. Pricing and comp email plus a net sheet. Walkthrough and punch list. Professional photos and video, plus a floor plan if you can. Record a walkthrough voice note, pick who the home is for, pick the hook. Draft everything with the AI prompt below. Full MLS data check, then a preview to the seller.
  • 2 to 1 days out. A 6 to 9 slide carousel, 2 reels, story frames, direct texts and DMs. Run the quality check below before anything posts. Send a private first look email to your sphere and past clients.
  • Launch day. MLS live by about 9 AM and the transaction file opened. Instagram and Facebook post plus stories the same morning. Email blast to your sphere. Agent match email to agents whose buyers fit. Text or DM matched buyers from your CRM. Share in your brokerage's agent groups and your lender's or title partner's network.
  • First 48 to 72 hours. Confirm the listing on Zillow, Redfin and Realtor.com. Reel number one, and an open house post that leads with why to come. Use the new listing as your hook on that week's expired calls. Call 100 or more neighbors and knock the closest 50 or so doors with an open house invite.
  • First weekend. Open houses Saturday and Sunday, with a QR sign-in that also links photos, video and disclosures. Tag every attendee in your CRM. Bring a lender partner to co-host.
  • Monday after. Mass text every attendee (text beats email). Call each showing agent and any unrepresented buyer. Only set an offer deadline if there's real activity.
  • Every week. A seller report: showings, portal views and saves, open house traffic, agent feedback, and what you're changing. One new reel or neighborhood post.
  • Day 10 to 14 with no traction. A full relaunch, not a quiet price cut: "same house, better math." Update every channel the same day so portals send price drop alerts, email every agent who showed it, text the hot ones, and add an evening and a weekend open house. Review on day 7; don't cut again automatically.

Who does what

  • You: price, seller conversations, final approval of every post, the walkthrough voice note, and calls to agents, attendees and neighbors.
  • Your assistant: content drafts from the prompt, the Canva carousel, stories and reel edits, pulling agent match, buyer and neighbor lists, loading campaigns in your CRM, texts, and the first draft of the weekly seller report.

Channel standards

  • MLS remarks: 250 to 350 words. Lifestyle before specs, an accurate neighborhood, and a showing call to action at the end. No hype.
  • Instagram and Facebook: the first line is the hook. Story, then details, then the call to action. 3 to 5 hashtags and a DM keyword. Facebook can run longer for sphere and neighbors.
  • Reels and stories: reels hook in 2 seconds, one idea, captions on screen. Stories: hook, best visual, one detail, a poll, a link sticker.
  • Carousel and LinkedIn: carousels are 6 to 9 slides with a bold hook on slide 1 and one call to action. On LinkedIn, use the house as the lesson, not the announcement.

The AI prompt (ChatGPT or Claude)

Scripts

Agent match email (launch day). Subject: New in [Town]: [address], [beds] BR [hook word]. "Hi [Name], you came up as a match for this one. [Address] went live this morning: [beds] beds, [baths] baths, [sq ft], [one line why]. Open houses [dates and times]. Happy to set a private showing for your buyers before then. Photos and video: [link]."

Open house follow-up text (Monday). "Hi [Name], it's [your name]. Thanks for stopping by [address] this weekend. What did you think? If it's a fit, I'm happy to set up a second look, and if not, I'd love to know what's missing so I can keep an eye out for you."

Neighbor call or door knock. "Hi, this is [name] with [your brokerage]. Your neighbor's home at [address] just hit the market, and I'm hosting open houses this weekend. You're welcome to stop by [day and time], and if you've ever been curious what your own home would sell for today, I'm happy to put together a quick number. Is either of those useful?"

Price reset text to your seller. "Hi [Seller], we're going to treat this as a full relaunch, not just a number change: every channel updated the same day, every agent who's seen it gets a call or email, and we add an evening and a weekend open house. Same house, better math. Can we talk for 10 minutes today?"

Before anything posts

Does the first line give someone a reason to care? Does it speak to a specific buyer or homeowner? Do the details come after the reason? Is there something true about the neighborhood? Is there one clear call to action? If it isn't accurate (no inflated bedrooms, nothing the seller hasn't confirmed) or isn't compliant (fair housing: describe the home, never the people; MLS, brokerage and seller rules; no compensation advertised), it doesn't go out.

Try it this week

Run the AI prompt on your next listing (or a past one) and compare the content pack to what you actually posted. More on the thinking behind it in Marketing that shows the work.