Agent Social Media Calendar: 90-Day Content Plan with Templates

Published: April 7, 2026
Author: Cole Neophytou
Category: Real Estate Marketing
Read Time: 13 minutes

Introduction

Social media success for real estate agents isn't about posting frequently—it's about posting strategically. The most successful agents maintain consistent, value-driven content calendars that build authority, generate leads, and nurture relationships with past clients and prospects. Yet most agents post sporadically, inconsistently, and without clear strategy or messaging alignment.

A 90-day social media calendar transforms real estate marketing from chaotic to strategic. It eliminates the daily "what should I post" decision paralysis, ensures consistent messaging, distributes content across optimal platforms, and creates measurable results. Agents with structured content calendars see 40-60% increases in engagement, generate 2-3x more leads, and build significantly stronger personal brands.

This guide provides a complete 90-day social media content calendar with templates you can implement immediately.

The Strategic Foundation

Social Media Platform Strategy for Agents

Facebook (2+ billion monthly users)

• Primary platform for real estate content
• Excellent for community content and agent personality
• Strongest platform for lead generation conversion
• Video content performs exceptionally well
• Ideal for audience: Homeowners 35-65, family-focused content
• Posting frequency: 4-7 posts per week

Instagram (2 billion monthly users)

• Highly visual platform ideal for property showcases
• Strong for younger audience engagement (25-50)
• Reels and Stories drive algorithm engagement
• Personal brand building and lifestyle content
• Ideal for: Behind-the-scenes, personal brand, lifestyle
• Posting frequency: 5-7 posts per week (including Stories)

LinkedIn (950 million users)

• Professional positioning and thought leadership
• B2B opportunities (corporate relocation, investor relationships)
• Long-form content and industry insights
• Ideal for: Business development, professional credibility
• Posting frequency: 2-3 posts per week

TikTok (1.5+ billion users)

• Emerging platform for real estate agents
• Highly viral potential for short-form video
• Strong algorithm rewards consistency
• Ideal for: Younger audience, viral reach, personality
• Posting frequency: 3-5 videos per week

YouTube (2.7+ billion users)

• Long-form video content and authority building
• Excellent for property tours, market analysis, education
• Highest lifetime value of content (repurposed everywhere)
• Ideal for: Comprehensive content, tutorials, thought leadership
• Publishing frequency: 1-2 videos per week

Content Pillar Strategy

Successful agents structure content across 5 core pillars:

1. Market Intelligence (25%): Market trends, data, analysis, price trends
2. Property Showcase (20%): Listings, homes sold, community properties
3. Educational Content (25%): Buyer/seller tips, process explanation, market education
4. Personal Brand (15%): Behind-the-scenes, personality, lifestyle, team culture
5. Community Engagement (15%): Local events, community features, social responsibility

This distribution ensures variety, builds authority, showcases properties, and creates personal connection.

90-Day Content Calendar: Q2 (April-June 2026)

Month 1: April 2026 Content Plan

Content Theme: Spring Market Activation and Seller Preparation

Week 1 (April 1-7): Spring Market Opens

Monday: Market Intelligence Post

• "Spring Real Estate Market Report: April 2026"
• 3-5 key spring market statistics
• Graph showing month-over-month trends
• Call-to-action: "DM for your full market report"
• Platforms: Facebook, LinkedIn, Instagram

Tuesday: Educational Content

• Video: "5 Spring Curb Appeal Improvements That Increase Value"
• 60-90 second video showing each improvement
• Estimated value increase for each
• Post to TikTok, Instagram Reels, YouTube Shorts

Wednesday: Property Showcase

• Listing feature: Newest high-value listing
• Professional photos and brief property description
• Unique features and local advantages
• Platforms: Facebook, Instagram, Pinterest

Thursday: Personal Brand Content

• Behind-the-scenes post: "A Day in My Life as Real Estate Agent"
• 5-7 Instagram Stories showing routine
• Casual personality and team introduction
• Platforms: Instagram Stories, TikTok

Friday: Community Engagement

• Local spotlight: Feature local coffee shop, restaurant, or service
• Photo and recommendation
• Why you love this local business
• Tag local business and encourage follows
• Platforms: Facebook, Instagram

Saturday: Engagement Boost

• Interactive poll: "What spring home project is most important to you?"
• Options: Landscaping, interior updates, roof repairs, kitchen remodel
• Respond to comments and build engagement
• Platforms: Facebook, Instagram Stories

Sunday: Week Recap

• Video summary of week's insights
• Highlight market data and educational tips
• Short form video: 30-45 seconds
• Platforms: TikTok, Instagram Reels, YouTube Shorts

Week 2 (April 8-14): Seller Preparation Series

Monday: Market Intelligence

• "How Spring Sellers Outcompete: Pricing Strategy for April"
• Data on pricing strategy impact
• Optimal pricing analysis
• Platforms: Facebook, LinkedIn

Tuesday: Educational Content

• "Seller Staging Guide: Room-by-Room Checklist"
• Download-able checklist in post
• Photo examples of good staging
• Call-to-action: "Download our seller staging checklist"
• Platforms: Facebook, Instagram

Wednesday: Property Showcase

• Featured listing: "Stunning Home Perfectly Staged for Spring Market"
• Before/after if property staged
• Emphasize staging impact
• Platforms: Facebook, Instagram, Pinterest

Thursday: Personal Brand

• Testimonial from recent seller
• Video or quote from satisfied client
• Share experience and results achieved
• Platforms: Instagram, Facebook

Friday: Community Engagement

• Sponsor spotlight: Local home improvement company
• Feature their services and recommend them
• Create partnership and cross-promotion
• Platforms: Facebook, Instagram

Saturday: Interactive Content

• "Rate This Home" game: Show 2-3 properties, ask followers to choose favorite
• Include voting buttons or comments
• Build engagement and traffic
• Platforms: Instagram Stories, Facebook

Sunday: Educational Recap

• "Week 2 Seller Prep Summary" video
• Key takeaways about seller preparation
• Spring market opportunity reminder
• Platforms: YouTube, TikTok, Instagram Reels

Week 3-4 (April 15-28): Buyer Preparation and Open House Series

Alternate focus to buyer content, open house promotions, and market updates. Continue 7-post weekly structure with varied content types.

Month 2: May 2026 Content Plan

Content Theme: Buyer Activation and Investment Property Focus

Week 1-2: Buyer Education Series

• Mortgage qualification process
• Down payment planning guide
• First-time buyer checklist
• Pre-approval timing and process

Week 3-4: Investment Property Focus

• Rental property ROI analysis
• Investor testimonials
• Multi-unit property features
• Build investor credibility

Month 3: June 2026 Content Plan

Content Theme: Market Peak and Summer Transition

Week 1-2: Market Peak Content

• Summer market predictions
• Competition analysis for buyers
• Market saturation education

Week 3-4: Summer Transition

• Summer moving tips
• July market preview
• Q2 market recap and results

Content Calendar Template System

Weekly Content Planning Template

Monday: Market Intelligence Post

Headline: [Market Insight/Trend/Data]

Content Structure:
- Hook/Opening: Why this matters to buyers/sellers
- 3-5 Key Data Points
- Supporting statistics or graphs
- Market implication explanation
- Call-to-action: Report request, market analysis offer, consultation request

CTA Options:
- "DM for your personalized market report"
- "Schedule a free market analysis"
- "Click link to download full report"
- "Let's discuss how this impacts YOUR situation"

Platforms: Facebook, LinkedIn, Instagram (adapted for platform)
Hashtags: #RealEstateMarket #[YourCity]RealEstate #MarketTrends

Tuesday: Educational Content Post

Topic: [Buyer/Seller Tip, Process Education, Market How-To]

Content Format: 60-90 second video OR carousel post (5-7 images)

Video Structure:
- Opening hook (5 sec): "You're leaving money on table if you don't know this..."
- Problem explanation (15 sec)
- 3-5 Action steps or tips (45 sec)
- Closing call-to-action (10 sec)

Platforms: TikTok, Instagram Reels, YouTube Shorts, Facebook
Hashtags: #RealEstateTips #Homebuying #[YourCity]RealEstate

Wednesday: Property Showcase Post

Property: [Listing or Home Sold]

Content Structure:
Option A - Current Listing:
- Professional photo carousel (6-8 photos)
- Property headline/address
- 3-5 key features
- Price and transaction type
- Scheduling information
- CTA: "Schedule your showing today"

Option B - Home Sold:
- Before/After photos
- Selling price and timeline
- Client testimonial or results achieved
- "Another satisfied client" positioning
- CTA: "Let's get your home sold"

Platforms: Facebook, Instagram, Pinterest (optimized for each)
Hashtags: #[YourCity]Homes #RealEstateMarket #NewListing (or #JustSold)

Thursday: Personal Brand Post

Content: Behind-the-scenes, lifestyle, personality, team culture

Content Format: Photos or short video (15-30 seconds)

Themes:
- Day in the life (morning routine, office activity, showing properties)
- Team highlights (introduce team members, show office culture)
- Personal interests (hobbies, family, community involvement)
- Lifestyle content (weekend activities, travel, dining)
- Holiday/seasonal personality posts

Tone: Casual, authentic, relatable, genuine

Platforms: Instagram (Stories + feed), Facebook, TikTok
Hashtags: #BehindTheScenes #[YourCity]Agent #RealEstateLife

Friday: Community Engagement Post

Content: Local business feature, community spotlight, local love

Content Structure:
- Photo of local business or community feature
- Brief description (50-100 words)
- Why you recommend/love it
- Tag the business or organization
- Encourage followers to support

Examples:
- Local restaurant review
- Community park or recreation area feature
- Local service provider recommendation
- Nonprofit or community organization highlight
- Local event coverage and promotion

Tone: Supportive, community-focused, authentic

Platforms: Facebook, Instagram
Hashtags: #Local[YourCity] #Support Local #[YourCity]Community

Saturday: Interactive/Engagement Post

Content: Poll, question, game, or interactive element

Format Options:
- Poll: "Which kitchen style? Modern or Classic?"
- Question: "What's your dream home feature?"
- Game: "Rate This Home" (show 2 properties, vote on favorite)
- Quiz: "What's Your Ideal Neighborhood?"
- Challenge: "Show us your home's best feature!"

Goal: Drive comments, shares, and engagement

Platforms: Instagram Stories (polls, questions), Facebook (polls), all platforms (questions)
Hashtags: Engagement-focused, conversational

Sunday: Week Recap/Summary Post

Content: Short-form video summarizing week's key insights

Format: 30-45 second video

Structure:
- Opening: "Here's what you need to know this week..."
- 3-5 key takeaways from week's content
- Application to buyer/seller situation
- Closing: Market opportunity or call-to-action
- "Subscribe for more insights"

Platforms: TikTok, Instagram Reels, YouTube Shorts, Facebook
Hashtags: #WeeklyRecap #RealEstateInsights #[YourCity]Market

Platform-Specific Content Optimization

Facebook Content Strategy

Optimal Post Length: 80-150 words
Optimal Posting Time: Tuesday-Thursday, 1-3 PM
Content Types That Perform:

• Educational carousel posts with step-by-step tips
• Video content (60-120 seconds)
• Market data with graphs/visuals
• Client testimonials and success stories
• Community engagement and local features

Facebook-Specific Features:

• Use Facebook Events for open houses
• Create Facebook Group for community/clients
• Pin top-performing posts
• Use carousel ads for listings
• Leverage video in feed

Instagram Content Strategy

Optimal Post Frequency: 5-7 posts per week
Optimal Posting Times: Monday-Friday, 10-11 AM and 6-7 PM
Content Mix:

• 40% carousel posts (property showcases, educational series)
• 30% Reels (short-form video content)
• 20% Stories (behind-the-scenes, interactive polls, daily updates)
• 10% single-image posts (quotes, lifestyle, community)

Instagram Growth Tactics:

• Post Reels at least 3x per week (algorithm priority)
• Use 20-30 relevant hashtags per post
• Engage on other agent accounts daily
• Respond to comments within first hour
• Save trending audio for Reels

TikTok Strategy

Content Approach: Highly authentic, trend-aware, personality-driven
Optimal Posting Frequency: 3-5 videos per week
Video Length: 15-60 seconds optimal, up to 10 minutes possible
Content Types:

• Quick real estate tips (30 seconds)
• Property tours (45-60 seconds)
• Market trends explained (30-45 seconds)
• Funny real estate situations/observations
• Day in the life as agent
• Trend participation (use trending sounds/formats)

TikTok Growth Strategy:

• Consistency matters more than perfection
• Trending sounds significantly boost reach
• First 3 seconds critical to retention
• Genuine personality outperforms polish
• Duets and stitches build community

YouTube Strategy

Content Type: Long-form educational and market content
Optimal Length: 8-15 minutes
Publishing Frequency: 1-2 videos per week
Content Ideas:

• Monthly market reports (10-12 minutes)
• Property tour compilations (8-10 minutes)
• How-to guides for buyers/sellers (10-12 minutes)
• Market analysis deep dives
• Agent interviews and testimonials
• Neighborhood guides and virtual tours

YouTube Growth Tactics:

• Optimize title and description for SEO
• Create custom thumbnails
• Build playlists by topic
• Create YouTube Shorts from long-form content
• Include call-to-action and links in description

Content Batching and Efficiency

Weekly Batching System

Batch All Content on One Day (Recommended: Sunday or Monday)

Photography Batching:

• Take all property photos and videos in single session
• Photograph multiple properties in one location block
• Batch personal brand photos (multiple outfit changes, various settings)
• Batch community feature photos while on real estate activities

Video Recording Batching:

• Record multiple educational videos in single session
• Use consistent backgrounds and lighting setup
• Record 4 weeks of content in single 2-hour session
• Batch TikTok, Reels, and Shorts recording

Writing and Captions:

• Write all captions and hooks for week's content
• Create hashtag templates for consistency
• Write 4 weeks of captions in single session
• Maintain content spreadsheet with all planned posts

Scheduling:

• Use scheduling tools (Buffer, Later, Hootsuite)
• Schedule all weekly content immediately after batching
• Schedule posts for optimal posting times
• Build 2-week buffer (plan 2 weeks ahead, not just 1)

Content Management Tools

Scheduling and Management:

• Buffer: Multi-platform scheduling, analytics
• Later: Visual content calendar, analytics
• Hootsuite: Multi-account management, publishing
• Meta Business Suite: Facebook/Instagram native scheduling

Content Creation:

• Canva: Carousel posts, graphics, templates
• CapCut: Video editing for Reels, TikTok, YouTube Shorts
• Adobe Express: Quick design and video creation

Analytics and Tracking:

• Native platform analytics (Facebook Insights, Instagram Analytics)
• Google Analytics: Website traffic from social
• UTM tracking: Track specific post performance

Content Calendar Template Spreadsheet

Create a Google Sheet with columns:

• Date
• Day of Week
• Platform(s)
• Content Pillar (Market Intelligence, Property Showcase, Educational, Personal Brand, Community)
• Post Type (Text, Video, Carousel, Story, etc.)
• Headline/Hook
• Call-to-Action
• Hashtags
• Scheduling Status (Draft, Scheduled, Published)
• Performance Notes (Engagement, Reach, Clicks)

Weekly Macro View:

• Sunday: Weekly recap video
• Monday: Market intelligence
• Tuesday: Educational content
• Wednesday: Property showcase
• Thursday: Personal brand
• Friday: Community engagement
• Saturday: Interactive content

This ensures consistency and strategic distribution.

Measuring Success

Key Performance Indicators by Platform

Facebook KPIs:

• Reach (unique people who see content)
• Engagement (likes, comments, shares)
• Click-through rate (CTR) to external links
• Video views and completion rate

Instagram KPIs:

• Impressions (total views)
• Engagement rate (engagement/reach)
• Follower growth
• Profile visits and account actions

TikTok KPIs:

• Video views
• Engagement rate
• Follower growth
• Click-through rates to bio link

YouTube KPIs:

• View duration and average view time
• Watch time (hours viewed)
• Click-through rate (CTR) on thumbnails
• Subscriber growth

Lead Generation Tracking

Attribute Leads to Social Content:

• Track which platform generates most inquiries
• Monitor which content types convert best
• Use unique UTM codes for content tracking
• Track client source attribution

Sample Conversion Attribution:

• "How did you hear about me?" form on website
• Specific landing pages for social campaigns
• Unique phone numbers for social promotions
• QR codes linking to property pages

90-Day Results to Expect

With consistent execution of 90-day calendar:

Month 1 Results:

• Followers: +15-25% growth
• Engagement: 200-400 monthly interactions
• Website clicks: 30-50 monthly
• Lead inquiries: 3-5 new contacts

Month 2 Results:

• Followers: +25-40% total growth
• Engagement: 400-800 monthly interactions
• Website clicks: 50-100 monthly
• Lead inquiries: 5-10 new contacts

Month 3 Results:

• Followers: +40-60% total growth
• Engagement: 600-1,200 monthly interactions
• Website clicks: 100-200 monthly
• Lead inquiries: 8-15 new contacts

90-Day Success Indicators:

• Consistent 4-5 posts weekly
• 40-60% increase in engagement
• 2-3x increase in website traffic from social
• 8-15 new qualified leads generated
• Established content rhythm and process

Key Takeaways

1. Strategy Over Frequency: Consistent, strategic posts beat random frequent posting
2. Content Pillars: Mix market, property, educational, personal, and community content
3. Platform-Specific: Optimize content for each platform's unique audience and format
4. Batching Efficiency: Create and schedule content in batches (weekly, monthly)
5. Consistent Rhythm: 4-7 posts weekly sustained generates compounding reach
6. Lead Generation: Track how social content drives actual business and leads
7. Measurement: Use analytics to optimize what works and adjust underperforming content

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FAQ

Q: How many times per week should I post on each platform?
A: Facebook: 4-7 posts/week; Instagram: 5-7 posts/week; TikTok: 3-5 videos/week; LinkedIn: 2-3 posts/week; YouTube: 1-2 videos/week. Quality and consistency matter more than exact volume.

Q: What times are best to post on social media?
A: Facebook: Tuesday-Thursday, 1-3 PM; Instagram: Monday-Friday, 10-11 AM and 6-7 PM; TikTok: No "best time" (algorithm-driven); LinkedIn: Tuesday-Thursday, 8-10 AM; YouTube: Tuesday-Thursday, 2-4 PM.

Q: How long does it take to see results from social media marketing?
A: Month 1: Foundation building; Month 2-3: Momentum and lead generation; Month 6+: Significant visibility and consistent leads. Most agents see measurable results within 90 days of consistent execution.

Q: Can I reuse the same content across multiple platforms?
A: Yes, with platform optimization. Repurpose content between platforms (YouTube to TikTok, Instagram Reels to Facebook) but adjust captions, hashtags, and format for each platform's audience and style.

Q: What's the best way to grow followers?
A: Post consistently (4-7x weekly), engage with followers' content daily, use relevant hashtags, collaborate with other agents/brands, post trending content, and provide genuine value in every post.

Q: How do I track which social content actually generates business?
A: Use UTM tracking links in social posts, ask new leads "How did you hear about me?", use unique phone numbers for social campaigns, track conversions by platform, and monitor which content types attract interested prospects.

Q: Should I use hashtags on every platform?
A: Yes, but differently. Facebook: 5-10 relevant hashtags; Instagram: 20-30 targeted hashtags; TikTok: 3-5 hashtags + trending sounds; LinkedIn: 5-10 professional hashtags; YouTube: keywords in title/description.

Q: What's the difference between organic reach and paid promotion?
A: Organic reach is free visibility from followers and algorithm. Paid promotion (ads) increases reach to non-followers. Start with organic, then amplify top-performing posts with small paid budgets ($5-10/day).

Q: How do I handle negative comments or criticism on social media?
A: Respond professionally and quickly, don't delete negative comments (shows you're hiding something), address concerns privately if appropriate, never argue with critics, and focus on positive engagement with supportive followers.

Q: What content generates the most engagement for real estate agents?
A: Video content (50%+ more engagement than photos), educational tips and how-tos, market data and trends, client testimonials, behind-the-scenes/personal brand content, and interactive polls/questions.

Q: How long should I commit to a social media strategy before evaluating results?
A: Minimum 90 days of consistent execution before meaningful evaluation. Social media momentum builds over time. Most agents see significant results within 6 months of sustained effort.

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