A listing deserves more than a photo and a price posted in a hurry. On Facebook, a good post takes time to prepare, and time is exactly what brokers lack. This guide covers what a listing post should contain, how often to publish, common mistakes, and how to stay in control of what goes out under your name.

1. Start with a consistent professional Page

Use a business Page separate from your personal profile. The name, logo and contact details should match your website and other profiles: clients check, and consistency builds trust. Add your website link in the About section.

2. What a good listing post contains

  • A strong opening line. It decides whether people keep reading: the neighbourhood, the property type, what makes it stand out.
  • Three or four concrete highlights, rather than a list of everything included.
  • Quality photos. The first image matters most.
  • Accurate details that match the listing (price, size, open house date).
  • A clear call to action: how to reach you, or where to see the full listing.
  • Required disclosures. Make sure every post follows the advertising rules that apply to your practice and your regulator.

3. Consistency beats volume

Three posts a week, spread out, work better than ten in one day. Vary the topics: new listings, sold properties, open houses, market tips, neighbourhood content. Post when your audience is online (often evenings and weekends) and adjust based on your Page's results.

4. Common mistakes

  • Reposting the exact same text several times.
  • Using too many hashtags: two or three are enough.
  • Forgetting the call to action or the link.
  • Publishing without proofreading: a wrong price or date hurts your credibility.
  • Leaving comments and messages unanswered.

5. Save time without losing control

Preparing every post by hand takes time, but automating everything means losing control of your image. Occaso is designed to balance both: it gathers upcoming events (open houses, new listings), prepares the text and visual with the help of AI, then lets you review, edit and approve before anything is published. AI prepares. The broker decides.

Occaso only uses the listings each broker authorizes it to use (see our approach with brokers). Publishing to Facebook is available today; Instagram is in development.

Want to see how it works? Discover Occaso or contact us.