Property Guides are Ready Made Content
If there's one constant challenge in real estate marketing, it's this: social media demands endless content. Agents are already stretched thin between open homes, client meetings, negotiations, and prospecting, so finding time to create fresh, engaging social posts every week feels impossible. The result? Either radio silence that makes you invisible, or a feed full of generic "Just Listed" tiles that nobody engages with.
With an automated property guide like the ones created by myrealestate express you have an additional key piece of content where the heavy lifting has already been done. Whether you publish weekly, fortnightly, or monthly, each new property guide becomes a ready-made piece of content for your social channels. When your guide drops, you've got fresh content that showcases your latest listings and market activity—without having to create anything new.
In this article, we'll explore exactly how property guides can easily be included in your content suite to promote engagement that positions you as an active agent and the go-to agent in your marketplace.
The Psychology Behind Why This Works
Before diving into tactics, it's worth understanding why property guides work so effectively as content. When people see your property guide shared regularly, they start to recognize you as active and reliable in your market. Consistency builds familiarity—and familiarity builds trust.
Think about it: when a buyer sees your property guide shared regularly, they don't just see listings—they see evidence that you're active, successful, and serious about your market. The more often they see your guide, the more likely they are to think of you when they're ready to buy or sell.
Industry leader John McGrath has often spoken about the power of momentum in real estate. He argues that agents who build consistent activity become "attraction agents"—where clients seek them out rather than the agent chasing leads. When you share your property guide consistently, it becomes one of those activities that builds that momentum for you.
How to Share Your Property Guide.
With the automated e-mag link you can simply share the link and it will create a thumbnail of the cover image. Alternatively you can use the social tile graphic we provide, or take a photo of the printed guide to share.
Different platforms require different content formats and approaches. Here's how to make your property guide work on each one, with practical examples you can use:
Instagram: Visual Storytelling
Instagram favours high-quality visuals and short-form video. Your property guide is perfect for this platform because it's naturally visual. Here's how to use it:
- Announcement Posts: "Our Spring Property Guide just dropped! This week we're showcasing 12 incredible homes in [suburb], plus our latest market insights. What questions do you have about the current market? Drop them below—I'll answer in Stories."
Include the link to the e-mag, a social tile, or a screenshot of the guide cover. - Carousel Posts: Create a carousel showing 5-7 pages from your guide. Start with the cover, then feature your best listings. Caption: "Flip through our latest property guide to see all the incredible homes we have on the market this week. Link in bio to view the interactive e-mag."
- Stories: Use the guide cover image or social tile we provide. Add a link sticker directing followers to your interactive e-mag. Perfect for quick "Our new guide is out!" announcements.
- Reels: Create quick 30-60 second videos flipping through the printed guide, or showcasing the digital version on your phone. Caption: "New property guide just dropped! Check out all our listings for this week.
- Individual Property Spotlights: "Step inside this stunning 4-bedroom family home in [suburb], featured in this week's property guide, published Friday. View it in our interactive e-mag: [link]"
- Behind-the-Scenes Content: Film yourself opening the box when your printed guides arrive, or show the process of preparing the guide. This authentic content builds connection.
The key with Instagram is to make it visual and engaging. Don't just post the link—show the guide in action.
Facebook: Community and Authority Building
Facebook users expect more detailed information and community engagement. Use your property guide to build local authority:
- Announcement Posts with Details: Share your guide launch with more context. "Our weekly property guide is out! This week we're featuring 8 incredible homes across [suburb], including this stunning 4-bedroom family home (pictured). We're also seeing strong demand for properties under $600k—if you're thinking of selling, now could be the perfect time. View the full interactive e-mag here: [link]"
- Community Integration: Share photos or videos of you dropping guides at local coffee shops, or delivering them to local businesses. Caption: "Dropped off our latest property guides at [Coffee Shop Name] this morning. You can grab one while you're having your morning coffee! Thanks [Business Name] for supporting local real estate." Or: "It's always fun going out and delivering our new property guides to local businesses."
- Where to Find Our Guides: "Looking for our guides? You can find them at [Coffee Shop Name], or from our office at [address]. Alternatively view our interactive e-mag online at: [e-mag link]"
- Buyer-Focused Posts: Flip the angle to focus on buyers: "Looking for a property in [suburb]? See what you can find in this week's guide. View the interactive e-mag here: [link]"
- Market Insights: "We have [number] properties available for sale in the highly sought after [suburb]. Take a look at our interactive e-mag out this week. What we're noticing: homes are selling faster than last month, with strong interest from first-home buyers. View the guide for full market insights: [link]"
- Client Interaction Posts: Share a photo of a client browsing your guide at an open home, or a testimonial from someone who found their home through the guide. "Love seeing clients explore our property guide at opens. This week's guide features homes ranging from $450k to $1.2m across [suburb]."
- Local Community Groups: If allowed by group rules, share your guide in local community Facebook groups. "Hi [Suburb] community! Our weekly property guide is out—featuring homes for sale in your area. View the interactive e-mag here: [link]"
Facebook is about building relationships and showing you're part of the local community. Use your guide as proof of your local presence and market knowledge.
Linked In: Professional Authority
LinkedIn is where you position yourself as a market expert and thought leader. Your property guide becomes a tool to demonstrate professionalism and market knowledge:
- Announcement Posts: "Just published our weekly property guide for [region]. Here's what buyers and sellers need to know. We're seeing strong demand for family homes under $800k, with median days on market dropping 15% compared to last month. View the interactive e-mag here: [link]"
- Market Commentary Posts: Share insights from your guide with professional commentary. "Just published our weekly property guide for [region]. Key observations: family homes under $800k are seeing increased demand, with median days on market dropping 15% compared to last month. This suggests buyers are ready to move but inventory remains tight. For sellers, this is positive news. For buyers, acting quickly when the right property appears is crucial. View the full interactive e-mag here: [link]"
- Your Experience and Advice: Turn your agent commentary into an attractive quote graphic or post: "We're seeing more families upsize in [suburb] right now, with many buyers coming from inner-city apartments. Looking for something bigger? Take a look at our interactive property guide—out this week. View it here: [link]"
- Professional Achievement Posts: "Proud to launch our Spring Property Guide featuring 12 incredible properties across [suburb]. Our team has been busy helping families find their next home. View the interactive e-mag to see what we're working with: [link]"
- Industry Insights: Use your guide as a conversation starter about market trends. "When our team prepared this week's property guide, I noticed something interesting about buyer behaviour in [suburb]. Three-bedroom homes are moving faster than two-bedroom units—a shift from six months ago. What's driving this? Here's my analysis: [link to e-mag]"
- Network Building: Tag colleagues, local businesses, or industry professionals when relevant. "Thanks to our marketing team for producing another great property guide this week. Also grateful to [Local Business] for distributing our guides—appreciate the support of local businesses."
LinkedIn is professional, so keep the tone authoritative but conversational. Use your guide to showcase expertise, not just properties.
TikTok: Fast Paced and Fun
TikTok is about quick, engaging, authentic content. Make your property guide entertaining:
- Unboxing Video: Film yourself opening the box of printed guides with excitement. Add trending audio. Quick caption: "When the new property guides arrive! 😍 Check out this week's listings. View the interactive e-mag: [link]"
- Day-in-the-Life Content: "POV: You're an agent delivering property guides to local businesses." Show yourself walking through town, dropping guides at coffee shops, chatting with business owners.
- At Open Homes: Quick video of your guide on the counter at an open home with buyers browsing it. "Our property guides are always a hit at opens. Buyers love having something tangible to take away."
- Quick Flip-Through: Fast-paced video flipping through the printed guide. "Everything you need to know about this week's listings in 30 seconds."
- Behind-the-Scenes: Show the process of creating or preparing the guide. "How we prepare our weekly property guide."
- Trending Formats: Jump on trending sounds and formats. For example, use the "Things that just make sense" trend: "Having a property guide at every open home just makes sense."
TikTok is fun and authentic. Don't overthink it—just show the real, relatable side of being an agent, with your property guide as a natural part of your daily activity.
Final thoughts
Social media doesn't need to be a constant scramble for ideas or a source of marketing stress. Your property guide is already packed with professional content that can be amplified across every social channel.
By treating your property guide as a strategic piece of content, you can engage your audience more effectively, build authority, generate leads, and position yourself consistently as the trusted, expert agent your marketplace needs.
The question isn't whether you have enough content for social media. The question is: are you making the most of the content you're already creating?
How We Can Help
At myrealestate.express, we help hundreds of agents across Australia create their property guides, stocklists, OFI guides, and magazines. Our automated platform makes it simple to publish interactive online flipbooks with the ability to order professionally printed copies as well. Small quantities make the process cost-effective and they are dispatched the same day and delivered by overnight express couriers.
With the latest AI and QR code technology built in, our solutions are flexible, scalable, and designed to support your sales team, adding minimal workload to your overloaded admins.
Streamlined platform – Create magazines in minutes not hours with a simple tick of a property.
Easy publishing – Click to publish online or order printed copies.
Social Media Assets – A social media tile is emailed out once approved.
Practical Post Ideas – Helping you to promote your business.
Cross Promotion – We share your magazines across our social media once you've published.
👉 If you’d like to explore how an automated property guide could fit into your sales strategy, we’d love to help. Reach out and contact us today for a no-obligation chat.
Read more on our blog. . .
