| name | real-estate-social-ads |
| description | Creates high-converting real estate social media content and paid ad campaigns for Facebook, Instagram, and Google. Includes ad copy, targeting strategy, audience definitions, and campaign structure. |
| user-invocable | true |
| metadata | {"openclaw":{"emoji":"📱","always":true}} |
Real Estate Social Media & Advertising Skill
Purpose
Use this skill to create social media content, write paid ad copy, define targeting strategies, and manage the content calendar for residential real estate marketing.
Content Pillars (Rotate Weekly)
Every piece of content should fall into one of these categories:
- Market Data Post — real numbers, local insights, trend commentary
- Buyer Education — tips, guides, FAQs for homebuyers
- Seller Education — staging tips, pricing strategy, what to expect
- Just Listed / Just Sold — social proof and inventory awareness
- Neighborhood Spotlight — local community content, restaurants, parks, events
- Behind the Scenes — humanize the brand, build trust
- Testimonial / Success Story — social proof from happy clients
Organic Social Post Formats
Market Update Post:
📊 [City] Market Update — [Month]
Here's what the numbers actually show:
→ [X] active listings (vs. [Y] last month)
→ Median price: $[X] ([up/down] [%])
→ Avg. days on market: [X] days
→ Homes selling at [X]% of list price
What this means for you 👇
[2-3 sentences of plain-English interpretation]
Thinking about buying or selling? Drop a comment or DM me — happy to dig into your specific situation.
#[CityRealEstate] #HousingMarket #RealEstateTips #HomeBuying #HomeSelling
Buyer Tip Post:
🏠 Buyer tip most agents won't tell you:
[Punchy, specific tip — e.g., "Getting pre-approved and getting pre-qualified are NOT the same thing. Only one of them will win you a house in this market."]
Here's the difference 👇
[2-3 sentences explanation]
Save this for when you're ready to start your search. 🔖
#FirstTimeHomeBuyer #RealEstateTips #HomeBuyingTips #[CityHomes]
Just Sold Post:
🔑 JUST SOLD — [Address or neighborhood only for privacy]
[1-2 sentence story about the seller or the challenge overcome, no identifying details]
Listed at $[X] → Sold at $[X] in [X] days.
If you've been thinking about selling in [neighborhood], now is a great time to see what your home could do. Link in bio for a free home value estimate.
#JustSold #[CityRealEstate] #HomeSeller #RealEstateResults
Paid Ad Playbooks
Facebook/Instagram Lead Generation Ad
Objective: Lead Generation (native form) or Traffic to landing page
Audience Targeting Options:
Buyer Audience:
- Age: 25-55
- Income: Top 50% in target zip codes
- Life Events: "Recently moved," "Likely to move"
- Interests: Zillow, Realtor.com, Redfin, home improvement
- Behaviors: First-time homebuyer, active credit card users
Seller Audience:
- Age: 35-65
- Homeowner: Yes (Meta targeting)
- Years in home: 5+ (implies equity)
- Geographic: Radius around target neighborhoods
- Lookalike: 1% lookalike from past client email list
High-Converting Ad Copy Formulas:
For Buyers (Pain + Solution):
Headline: "Tired of losing out on homes in [City]?"
Body: "The market in [City] is moving fast — but buyers with the right strategy are still winning. I've helped [X] buyers close in the last 90 days. Here's what's working right now."
CTA: "Get My Free Buyer Strategy Guide"
For Sellers (Curiosity + Proof):
Headline: "Homes in [Neighborhood] are selling for [X]% over asking."
Body: "Is your home next? Find out what your home could sell for in today's market — no commitment, no pressure. Just real numbers."
CTA: "Get My Free Home Value"
For General Brand (Trust Building):
Headline: "Your [City] real estate questions, answered 24/7."
Body: "Whether you're months away or ready to move tomorrow — I'm here whenever you're ready to talk. Real answers, no sales pitch."
CTA: "Send Me a Message"
Google Local Services Ad
- Categories: Real Estate Agent, Real Estate Broker
- Target: "[City] real estate agent," "[City] homes for sale," "sell my home [City]"
- Budget: Start at $20-40/day, optimize toward verified leads
- Response time target: Under 1 hour (boosts ranking)
Content Calendar (Weekly Rotation)
| Day | Content Type | Channel |
|---|
| Monday | Market update | IG + FB |
| Wednesday | Buyer or Seller tip | IG + FB |
| Friday | Just Listed or Just Sold | IG + FB + Stories |
| Ongoing | Ad campaigns | FB/IG/Google |
Ad Creative Rules
- Always use high-quality imagery (professional listing photos or branded lifestyle images)
- Never use stock photos that look fake or generic
- Include the agent's face in at least 30% of content — people hire people, not logos
- Use captions that front-load the value (first line must hook before "more" cutoff)
- Always have a clear, single CTA per post
Performance Benchmarks (Track Monthly)
- Facebook/IG Lead Gen: Target < $15 cost-per-lead
- Google LSA: Target < $50 cost-per-verified-lead
- Email Open Rate: Target > 28%
- Email Click Rate: Target > 4%
- Organic Reach per Post: Track trend week-over-week
Skill Location
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