How to Use This Manual

Skim the Unit Overviews to orient quickly.
Work lesson‑by‑lesson; each ends with a checklist or exercise.
Copy/paste the templates into your brand voice (swap in your brokerage name, license #, and state‑specific items).
Remember: What’s illegal in print is illegal online. Include required disclosures. Avoid discriminatory language. Use only media you own or have permission to use.

Unit 1 — Course Introduction: Real Estate Social Media Compliance

Why this matters (and how it helps you close)

Modern buyers start—and keep—searching online. Your digital footprint is how prospects judge trust, competence, and fit before they ever call you. Done right, online marketing shortens the path from browsing → showing → closing.

Unchanging rules (online or off)

Truthful: Prices, status, features, photos, and claims must be accurate and kept current.
Fair‑housing safe: Describe property features, not people. Never imply exclusion or preference for protected classes.
Disclosed: Identify your brokerage and license status wherever required. If your state or brokerage requires more, include it.
Platform‑aware: Follow each site’s terms of use, privacy expectations, and netiquette.

What you’ll be able to do by the end

Choose the right channels and content formats for your market.
Build a light‑weight, repeatable digital plan.
Publish compliant ads and social posts with proper attribution and rights.
Recognize and avoid high‑risk wording, images, and workflows.

Orientation Tip: Broker rules may be stricter than state rules. When in doubt, over‑disclose and get broker approval before publishing.

Unit 2 — Marketing, Social Media, Consumers, and You

Lesson 1 — Social Media & Modern‑Day Consumers

What today’s buyers expect online

Strong visuals: clear, well‑lit photos and short videos; accurate floor plans; virtual tours where possible.
Clarity: bed/bath, sqft, price/status, HOA/fees, schools, commute, neighborhood context.
Convenience: mobile‑friendly pages, fast loading, quick contact options, showing scheduler.

Channel behavior by age & preference (general)

Younger shoppers self‑educate via YouTube/IG/TikTok before contacting a pro.
Older shoppers still prefer direct contact earlier in the process.
Everyone values fast, respectful replies and clear next steps.

Practice: Audit one listing page using the checklist at the end of Unit 3 Lesson 1.

Lesson 2 — Agencies, Teams & the Growth of Social Media

Brokerage trends

Brokerages increasingly support/require agent social presence that elevates both firm and agent brand.
Teams benefit from shared content calendars, unified voice, and pooled media rights.

Team workflow model

Source stories, listings, local events.
Create photos/reels/blogs (assign owners; centralize assets).
Approve (broker/legal as required).
Publish (native to each platform).
Respond (set SLAs).
Report (what drove inquiries/showings?).

Compliance baseline

Every post or ad must make firm identity reasonable and readily apparent. Short‑form? Use the post, a persistent profile field, or a visible link landing on a page with full disclosures.

Lesson 3 — Marketing Is Part of Your Job

Show expertise (market explainers, process guidance, negotiation tips).
Mix 80/20: 80% community/education/human, 20% property promotion.
Track outcomes you care about: profile visits, inquiries, showings, signed agreements—not just likes.

Mini‑exercise: Write a 50‑word “How I help” statement for your bio/header.

Unit 3 — Using Social Media for Advertising and Marketing

Lesson 1 — Professional Websites (your HQ)

Must‑have elements

Contact on every page; click‑to‑call/button; map; showing request form.
Brokerage identity & disclosures in header/footer; license # where required.
Listings you represent; accurate status/price; link to 3D/virtual tours.
Proof & trust: testimonials (with permission), recent sales (accurately attributed), affiliations, community work.
Resource hub: buyer/seller guides, area pages, timelines, financing basics.
Accessibility & mobile: readable fonts, alt text, keyboard focus, fast loads.

SEO quick‑start

One topic per page (e.g., “Down payment help in [City]”).
Title tag (≤60 chars), meta description (≤155), descriptive slugs, internal links.
Alt text that describes the image (“Kitchen with island and skylight”), not “IMG_1234.”

Homepage wireframe (simple)

Value promise + CTA.
Featured listings/areas.
Trust bar (reviews/press).
Resources (guides/videos).
Contact & disclosures.

Website compliance checklist

Broker name/logo shown? License # where required?
Fair‑housing logo/statement if firm policy requires it.
Third‑party data licenses honored (IDX, photos, map tiles)?

Lesson 2 — Blogs (done right)

Should you blog? Only if you can post at least bi‑weekly or publish fewer—but **excellent—**long‑form pieces.

Topics that work

Process explainers: inspections, appraisals, contingencies, escrow timeline.
Local knowledge: neighborhoods, schools, parks, transit, new builds.
Timely insights: rate changes, seasonal checklists, “what this market shift means for you.”

Formatting for readers

Subheads, lists, images; avoid dense paragraphs.
Aim for depth when a topic deserves it (1,200–1,800+ words), but vary length.

Comment policy & moderation

Publish a clear policy; remove spam; don’t provide legal/financial advice—refer to pros.

Blog compliance

Attribute facts and quotes; link out rather than copy; disclose relationships.

Reusable blog CTA block

Ready to tour homes in [Area] or get a pricing consult? Call/Text [###] or Book a time → [URL]

Lesson 3 — X (formerly Twitter)

Profile: matching handle, real name, city, pro headshot/logo, link to a disclosure‑complete landing page.

Content

Short tips/threads, local updates, new listing teasers, live Q&A.
Use 1–2 relevant hashtags; avoid over‑tagging.

Cadence & etiquette

Frequent but thoughtful posting (it’s micro‑content).
Be civil; verify before retweeting; correct errors quickly.

Disclosure note: If space is tight, keep the firm name and license status visible in profile and link to a page with full disclosures from any promotional tweet.

Lesson 4 — Facebook (opportunity + pitfalls)

Why use a Business Page

Access to messaging, Insights, ad tools, appointments, and compliance controls you don’t get on personal profiles.

Setup

Vanity URL; branded cover; concise “About”; website link; services; hours.

Content that performs

Listing carousels, 15–45s reels, neighborhood spotlights, client stories (with permission), event roundups.

Audience growth

Invite sphere, cross‑post from IG, run small geo‑targeted boosts for open houses and guides.

Avoid

Over‑posting listings, mixing personal rants with business, or publishing “sold” claims outside your role/rights.

Lesson 5 — LinkedIn (your professional reputation)

Profile musts

Headline: “Residential agent helping first‑time buyers in [City].”
Featured section: link to your best explainer video/guide.
Recommendations from clients/agents; up‑to‑date experience.

Weekly routine

1 short post (market lesson, success story without PII).
5–10 thoughtful comments to expand reach respectfully.

Lesson 6 — YouTube, Instagram & Nextdoor

YouTube

Channel branding consistent with website; About section with areas served + contact.
Content types: tours, “how it works” explainers, monthly market update, community interviews.
Always cite sources and do not repost others’ content without permission.

Instagram

Reels for listings/tips, Stories for behind‑the‑scenes, Carousels for checklists.
Location tags; alt text for accessibility; link to a disclosure‑complete page.

Nextdoor

Hyperlocal trust: share safety tips, city updates, maintenance calendars. Avoid hard selling.

Lesson 7 — Pinterest

Curate boards: staging ideas, curb appeal, small‑space storage, buyer prep.
Pin both your content and high‑quality third‑party ideas (with proper credit/rights).

Board ideas for real estate: “First‑Home Prep,” “DIY Weekend Wins,” “Kitchens in [City],” “Outdoor Living in [Neighborhood].”

Unit 4 — Other Important Social Media Considerations

Lesson 1 — Create a Practical Online Strategy

Avoid the time‑sink: Pick one primary and one supporting channel for 90 days; evaluate, then expand.

5‑part plan (45 minutes)

Audience: Who (e.g., first‑time buyers in [City]) and what they worry about.
Promise: One sentence of value (e.g., “Clear steps from browsing to keys”).
Calendar: 2 posts/week + 1 long‑form/month (blog or video).
Distribution: Post natively; email your list; repurpose into short clips.
Measurement: Track inquiries, showings, signed agreements (not just likes).

Budgeting

Time (primary cost) + optional boosts: small Facebook/IG geo‑ads, Google PPC for core keywords, local news sites.

Demographics cheat‑sheet

LinkedIn: professional sphere/referrals.
IG/YouTube: visual discovery/education.
Facebook: local community & events.
Nextdoor: neighborhood credibility.

Lesson 2 — Make It Mobile‑Friendly

Why: Most home searches happen on phones/tablets; Google rewards mobile‑friendly sites.

Mobile‑friendly means

Fast loads, readable text, tappable buttons, short forms, vertical video support.
Test with Google’s mobile‑friendly test; fix what fails.

Lesson 3 — Photography for Seller Service

Shoot to sell

Max out photo counts where allowed; add video/3D when possible.
Cover: exterior angles, approach/street, entry, living, kitchen, beds/baths, laundry, storage, yard, views, standout features.

Technique

Declutter; brighten; stabilize; mind verticals; shoot from corners/doorways to show space; detail shots for finishes.

Rights & watermarks

Own or license your photos. Some MLSs prohibit agent watermarks; they may add their own copyright notice—know your MLS policy.

Safety

Remove whiteboards/calendars, mail, photos of kids, visible alarm pads, and valuables before shooting.

Lesson 4 — Avoid Common Social Missteps

Grammar matters: Typos erode trust; have a second set of eyes before publishing.
Complete contact info: Make it effortless to reach you.
People > promos: Share human stories (with permission). Keep the 80/20 mix.
Status sync: Update posts if price or availability changes.

Lesson 5 — Minimize Dangers of Social Networking

Risks: Data theft, impersonation, doxxing, burglary targeting via oversharing schedules/locations.

Precautions

Use strong passwords + MFA; restrict page roles; separate personal/business.
Be cautious posting live locations (e.g., open houses).
Get written permission before posting clients’ photos/videos.
Keep home address and personal phone private where possible.

Unit 5 — Adhering to Legal & Ethical Guidelines

Lesson 1 — Federal Fair Housing in Advertising

Core rule: Never express a preference, limitation, or discrimination based on race, color, religion, sex, national origin, disability, or familial status.

Risky → Safer language patterns

Risky lifestyle targeting: “Perfect for young families” → Safe: “Near two playgrounds and a trailhead.”
Risky religious cues: “Walk to synagogue/Christian home” → Safe: “0.3 mi to [named landmark/park].”
Risky disability cues: “No wheelchairs” → Safe: Describe property features factually (e.g., “Two steps at entry”).

Religious entity names & symbols

If a property’s legal name uses a religious reference or symbol, include a neutral non‑discrimination statement per broker guidance.

Acceptable descriptions

Property: “Two‑bedroom unit,” “Fireplace,” “Spacious living room.”
Facilities/services: “No bicycles in storage area,” “On‑site laundry.”
Neighborhood: “Quiet street,” “Cul‑de‑sac,” “0.5 mi to Greenbelt Trail.”

Fair‑housing ad checklist

Describe features, not people.
Avoid code words/dog whistles.
Include broker identity and required disclosures.
Keep copies of ads as published.

Lesson 2 — Truthful, Ethical Advertising (NAR Code of Ethics Article 12)

Article 12: Present a true picture in advertising/marketing/representations; make your professional status apparent; ensure recipients know it’s from a real estate professional.

Key Standards of Practice (plain‑English)

12‑5: Don’t advertise services/listed property without making your firm’s name reasonable and readily apparent (short‑form digital can link to full disclosures).
12‑6: If advertising unlisted property you own (or have an interest in), disclose that interest and your licensure.
12‑7: You may claim “sold” only if you were the listing or selling broker; buyer’s agents may post with listing broker consent.
12‑8/12‑9: Your website and affiliated licensee sites must identify firm name and state(s) of licensure in an obvious way.
12‑10: Present a true picture in domain names/URLs; don’t present others’ content as your own—attribute or get permission.
12‑11: If you sell/share consumer info collected online, disclose it clearly.
12‑12/12‑13: Don’t use or register misleading URLs/domain names.

Scenario (for discussion)

Changing firms? Accurately attribute past sales and clarify your role/firm at the time. Avoid implying your new firm handled transactions it did not.

Lesson 3 — Copyright & Plagiarism (use others’ work safely)

Permission is the pivot: Absent an exception, you need permission to use others’ photos, videos, text, or music.

Fair use (limited)

Allows small portions for commentary/criticism/news/scholarship; no fixed word/percentage rule; context matters.

High‑risk actions (generally don’t do these)

Framing commercial sites inside your pages; wholesale copying; hiding third‑party content behind paywalls; attaching third‑party works to emails without rights.

Safer habits

Link to the original instead of copying; open links in their own window/tab.
When hiring creators (photographers, designers, web devs), secure usage rights in writing (scope: where/how long/transferability; who owns raw files).
Watermarks can deter theft, but MLSs often prohibit agent watermarks on listing photos and apply their own copyright label—know your MLS rules.

Credit ≠ permission: Citing the source avoids plagiarism but does not grant copyright rights.

Lesson 4 — Trademarks (™, ®) done right

Trademarks/service marks identify the source of goods/services (e.g., word, logo, symbol).
™ may be used to claim a mark; ® only after registration with the USPTO. Never use ® on an unregistered mark.
Trademark rights prevent confusingly similar uses—but not honest use of generic terms.
REALTOR® marks must follow association usage rules.

Lesson 5 — Public Domain Content

Public‑domain works may be used by anyone for any purpose (e.g., certain government publications, works whose copyright expired, or works the author placed in the public domain).
Verify status (country and publication year matter). Even when free to use, avoid implying endorsement.

Tools, Templates & Checklists (Expanded)

A. Pre‑Publication Compliance Sweep (all channels)

B. 30‑Day Content Sprint (copy/paste)

Weekly rhythm

Mon: 60‑sec tip video (inspection, escrow, appraisal, pricing).
Wed: Local highlight (park, cafe, school event) with map link.
Fri: Listing spotlight or success story (no PII) + CTA.
Monthly: One long‑form guide or 5–8 min explainer video.

C. Caption Templates (swap brackets)

New Listing: “Just listed in [Neighborhood]: [Beds/Baths, standout feature]. See photos + 3D tour → [URL]. Book a tour today.”
Open House: “Open Sat [time] at [address]. Quick facts: [feature 1/2/3]. Details + disclosures → [URL].”
Market Update: “Rates moved [up/down] this week. Here’s what it means for [first‑time buyers/move‑up sellers] in [City] → [URL].”
Seller Lead‑in: “Thinking of selling this [season]? 7 prep steps that net higher offers → [URL].”

D. Hashtag Starters

#[City]RealEstate #JustListed #OpenHouse #HomeTips #FirstTimeBuyer #MoveUpBuyer #Downsizing #NeighborhoodName

E. Photo Shot List (ready to print)

Exterior (angled + straight‑on), entry, living, kitchen (wide + detail), primary suite, secondary beds/baths, laundry, garage/storage, outdoor, view/special features.

F. Social Safety One‑Pager

Don’t live‑post your exact location repeatedly; delay until after events.
Keep personal/home details private; use business contact channels.
Get written permission before featuring clients in media.
Use MFA and unique passwords for every platform; audit page roles quarterly.

Knowledge Check (Self‑Quiz)

Rewrite this risky phrase to be fair‑housing safe: “Ideal for Christian families.”
Your IG Reel teases a new listing; what two compliance items must be easy to find from that Reel?
Name three website features that make it truly mobile‑friendly.
You hired a photographer. What rights should your contract grant you?
Under Article 12, when may you claim credit for a “sold” property online?

Final Takeaways

Your website is HQ; social feeds are outposts that lead back to it.
Consistency beats bursts: a small, sustainable cadence compounds.
Compliance is culture: truth, fairness, disclosure, attribution, and respect for rights.
Track conversations and appointments, not just clicks and likes.
Build internal links to your buyer guide, seller guide, and About/Services pages; add one relevant external resource per unit for credibility.

Adapt these pages to your brand voice and state rules. When platform policies or laws update, revise the relevant checklist and template so your whole system stays current.