What Realtors Should Post When They Don’t Have Listings
Not having active listings isn’t a reason to stop posting. It’s an opportunity to build trust.
Social media isn’t just for showcasing properties.
It’s for demonstrating expertise, staying visible, and positioning yourself as the professional people think of when they’re ready to move.
Here’s what to post when you don’t have listings and why it works.
Educational content that answers real buyer and seller questions
Many potential clients follow agents long before they transact.
Content that helps them understand the process builds familiarity and credibility.
What works instead:
Share insights such as:
Steps to buying a home
Common mortgage misconceptions
Timelines for selling
Closing cost expectations
Inspection basics
Education signals authority without selling.
2. Market insights and local updates
Clients aren’t just hiring an agent. They’re hiring someone who understands the market.
Posting data-backed observations helps position you as informed and attentive.
What works instead:
Share:
Neighbourhood trends
Price movement observations
Inventory levels
Seasonal shifts
Local development updates
Interpretation matters more than statistics. Your perspective is the value.
3. Behind-the-scenes professional activity
Even without listings, your work continues. Showing that activity reinforces professionalism and momentum.
What works instead:
Post about:
Client consultations
Networking events
Property tours
Education or certifications
Community involvement
Visibility builds familiarity, and familiarity builds trust.
4. Community-focused content
Real estate is local and relational. Community connection reinforces relevance.
What works instead:
Highlight:
Local businesses
Events
Neighbourhood features
Lifestyle amenities
Seasonal happenings
This positions you as embedded in the area, not just working in it.
5. Personal brand and human connection
Clients work with people they relate to and remember. Personality-driven content builds recognition.
What works instead:
Share:
Values and motivations
Professional journey
Work habits
Productivity routines
Perspectives on client care
Authenticity doesn’t replace professionalism; it strengthens it.
6. Repurposed or evergreen listing-style content
You don’t heed new listings to demonstrate capability.
What works instead:
Reuse:
Past listing successes
Staging examples
Before-and-after transformations
Negotiation stories
Client wins
This reinforces competence even between active listings.
7. Content that guides next steps
Posting without direction reduces engagement.
Every content strategy should support action, even indirectly.
What works instead:
Questions
Consultations
Resource downloads
Email sign-ups
Website visits
Visibility should lead somewhere.
What we see work consistently
Realtors who maintain engagement without listings tend to:
Post consistently
Educate more than promote
Remain locally relevant
Show professionalism in motion
Reinforce trust over time
They don’t disappear between transactions. They maintain presence.
Who this approach works best for
This strategy benefits agents who:
Want steady inbound recognition
Are building long-term pipelines
Rely on referrals and relationships
View marketing as positioning
Who it doesn’t work for
It’s less effective for those expecting:
Immediate inquiries from single posts
Results without consistency
Visibility without strategy
Engagement without direction
Bottom Line
Listings aren’t the only story worth telling.
When realtors post content that:
Educates
Informs
Connects
Demonstrates activity
Guides action
They remain visible, even between transactions.
Consistency builds familiarity and familiarity builds selection.
At OpenHouse Marketing, we help real estate professionals build content systems that maintain visibility, strengthen positioning, and support long-term lead flow, whether listings are active or not.
If you’re ready to make your marketing consistent and intentional, book a conversation with our team to explore how we can support your growth.
