Why a feed of listings falls short
A profile made of apartment photos, prices and a phone number looks like a classifieds board. The same properties sit on listing sites and with other agents. A post about a sold flat is useless the day the deal closes, and nothing in such a feed sets you apart from ten other realtors.
Clients do not choose an agent by the number of properties. They ask whether this person knows the market, plays fair and will protect their interests. Your content should answer those questions. Listings can stay, but as one part of the mix rather than its core.
Know who you are talking to
People hire realtors for very different reasons, and a single feed cannot speak to everyone at once. Pick the two or three groups you serve most often and build content series around them.
- Buyers worried about paperwork: walk them through the stages of a purchase and how a flat is checked.
- Sellers with no time for viewings: explain how to prepare a flat for showing and why an honest valuation matters.
- Tenants and landlords: what to look for in a rental contract and how to spot scams.
- Investors: which districts and types of flats tend to be sought for renting out.
- Buyers from the regions or abroad: district guides and how a purchase works from a distance.
Personal brand: face, districts, principles
A realtor sells themselves first, so your face needs to be on camera. People hand over money and property to a person, not a logo. Show who you are, which districts you cover, how you work step by step and what rules you follow. For example, you may refuse to take properties with problematic documents. Only state a principle like that if you truly keep to it.
A simple bio formula works well: name, specialisation, districts, how you help. For instance: “Realtor in Yunusabad and Mirzo Ulugbek. I help buyers purchase resale homes with full document checks.” A visitor instantly understands where they landed and why to follow.
Content that works in real estate
The core idea is to replace static photos with explanations that reveal your experience.
Property video tours. A short walk through the flat in the order a buyer would see it at a viewing. Cover the layout, the state of the renovation, the view from the window, the entrance and courtyard, and what is nearby: a school, a bus stop, a bazaar. Name the downsides openly. It saves your time and the time of people for whom the flat is clearly not a fit.
District reviews. A series on the districts of Tashkent or your own city: transport, infrastructure, who it suits, pros and cons. People watch these even when they are not ready to buy, and they remember the agent who knows the city.
- Expert explainers: how to check documents, what a cadastre record is, what to inspect in a new build, how to avoid rental scams.
- Deal stories: how a family’s flat was found, what went wrong and how it was solved, without names or addresses.
- Reviews: video testimonials after the deal and screenshots of thank-you messages, with the client’s consent.
Honesty and privacy on camera
Get the owner’s consent before filming. Clear personal belongings and documents from the frame, and do not show the flat number or exact address. Publish client details and stories only with their permission.
In expert posts, keep advice general and tell people to consult a notary or lawyer for their own case, because rules change and bad advice is costly. Take sold properties out of your selections promptly, or trust erodes quickly.
Platforms and handling enquiries
Instagram suits your personal brand, Reels and Stories. A Telegram channel is handy for property selections and market notes, so move listings there or into a separate Highlights section. TikTok and YouTube add reach with short and long tours.
Every post should suggest a next step: message you on Telegram, leave a number, book a viewing. Reply fast, since someone searching for a home usually writes to several agents at once. Prepare a few short first-reply questions: rough budget, district, timeline, number of rooms. The conversation then gets to the point straight away.
Where to start
Choose one specialisation and two or three districts, film your first three tours and one explainer on the stages of a deal, then rework your bio using the formula above. If you have no time to film and run the account yourself, markdev handles Instagram management for businesses in Uzbekistan, from content series to scripts and profile design. Tell us which properties and districts you work with, and we can discuss how to build the profile around you.
FAQ
Does a realtor have to show their face on social media?
Yes. Clients trust a home or their savings to a person, not a faceless account. A video where you comment on a property or explain the steps of a deal works better than any set of photos.
Can I still post listings on Instagram?
Yes, but in a separate section. Keep them in Highlights and occasional posts, and run property selections in a dedicated Telegram channel. Your main feed should build your image as an expert.
What should I avoid showing in a property video?
Owners’ personal belongings and documents, the flat number and the exact address. Agree on filming with the owner beforehand.
How should I answer a client’s first message?
Quickly and to the point: thank them and ask for a rough budget, district, timeline and number of rooms. You understand the request fast and avoid losing someone who is writing to several agents.
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