Content pillars for real estate developers, with post ideas
A real estate developer needs four content pillars: the properties, the area, proof and progress, and buying guidance. Properties get about a third of the month, but proof posts should outnumber offer posts, because buyers commit large sums and need to trust you first. Never post a price, a size or a completion date you cannot stand behind.
The four pillars, and the share each gets
These are the pillars in Planist's real estate playbook, which its planner starts from for any developer before the brand's own strategy takes over.
- Properties35%
- The area20%
- Proof and progress25%
- Buying guidance20%
At three posts a week, that is about thirteen posts a month: four or five about properties, three about proof and progress, and two or three each about the area and buying guidance.
Properties, 35%
Every listing post names the location and one concrete detail. "Luxury living" says nothing. "Three bedrooms, all facing south, ten minutes from the school" says something.
- One unit type per post, with the plan
- The view from a specific floor
- The finish: kitchens, floors, what is included and what is not
- The units left in a phase, only when the number is true
The area, 20%
People buy the neighbourhood as much as the apartment.
- The school, the pharmacy and the supermarket, with real distances
- The drive to the places your buyers work
- What the area is like on a weekend morning
- What is being built nearby, and when it will open, if that is public
Proof and progress, 25%
This is the pillar that sells. A buyer who has watched a building go up floor by floor trusts the developer more than one who has only seen renders.
- Construction progress, photographed on site, dated
- A handover, with the date it happened
- A finished apartment next to the render it was sold from
- Answers to what can go wrong, and what you do about it
Buying guidance, 20%
Answer the questions that keep people from calling.
- How the payment plan works, step by step
- What happens between signing and handover
- What to check at a viewing
- The documents a buyer needs
The rules that protect a developer's reputation
These three are the rules Planist's real estate playbook holds every post to:
- Never invent prices, sizes or completion dates. A wrong number in a post can turn into a dispute with a buyer.
- Every listing post names the location and one concrete detail.
- Trust before urgency. Proof posts outnumber offer posts. "Only three left" works once, if it is true.
And one that matters more every year:
- Label renders as renders. Buyers have learned to spot them. Saying so plainly earns more trust than hiding it.
Questions people ask
- What should a real estate developer post on social media?
- Properties with their real details, the area around them, proof of progress and finished handovers, and plain guidance on how buying works. Proof posts should outnumber offer posts.
- How often should a developer post?
- Three times a week on the feed is enough for most developers, with construction updates in stories as they happen.
- Should developers post prices on social media?
- Only when the price is confirmed and current, with the currency. A starting price is fine if it is true for units actually available.