Listing posts and videos that make themselves.
For a real estate company, we built the social side of listing marketing as a system of its own. A new listing becomes an Instagram post, a carousel, a story, and a short vertical video, rendered from its own photos, captioned from its own facts, and posted to the company's account on the team's schedule. No designer, no editor, no scheduling tool.
- Client
- Real estate company
- Built for
- Agencies, brokerages, and agents
- Channels
- Instagram feed, Reels, and Stories
- Shape
- Post + video generation, auto-posting
The problem
Every listing deserved a post, a story, and a video. Most got one post, late.
A listing's social content was whoever had time: open a design tool, drop in the photos, type the price, export three sizes, write a caption, schedule it, and repeat for the video, if there was going to be a video. The feed ran a week behind the listings, and the posts that did go out didn't look like each other.
Reels were where the reach was, and the team knew it. Nobody had an afternoon per listing to cut one.
What we built
- /01
Listing posts, rendered from the listing
Each new listing gets a set of on-brand images (a square feed post, a 4:5 portrait, a story, and a carousel of the best shots) with the price, the key facts, and the logo placed by template. The pipeline picks the hero photo, crops for each format, and never asks a designer.
- /02
A short video, no filming
From the same photos the pipeline cuts a vertical video for Reels and Stories: motion over each shot, a title card, the price and location as captions, a music bed, and the brand outro. The same shape every time, ready minutes after the listing is.
- /03
Captions written from the facts
The caption comes from the listing's own fields (rooms, size, floor, location, price) in the company's voice. If a fact isn't on the listing, it isn't in the caption. Hashtags and the call to action come from the template.
- /04
Posted to Instagram, on schedule
Feed post, Reel, and story go out through Instagram's official API to the company's own account, spaced on a schedule the team controls, each pointing back to the listing page. Nothing is uploaded by hand.
How it works
brokerage
Just listed · template A
brokerage Just listed: a 2-bed on the top floor, 84 m², with a south-facing balcony. Viewings via the link in bio.
- Caption from listing fields
- Instagram API · Tue 18:00
- Reel
- Story
- 1:1
- /01
A listing is published
New listing on the site or in the feed: photos, price, details. That's the trigger.
- /02
Images are rendered
Feed post, portrait, story, and carousel, from approved templates, with the facts placed.
- /03
The video is cut
A vertical Reel from the same photos: motion, captions, music, brand outro.
- /04
Posts go out
Through Instagram's API, on schedule, with the caption written from the listing. Approved first, if the team wants.
Rules of the feed
An account that posts on its own has to be trusted more than a person, not less.
- /01
Templates, not improvisation
Every image and video comes from templates the team approved. The pipeline fills in photos, price, and facts. It doesn't invent the design.
- /02
No invented facts
Captions are written from the listing's own fields. A feature that isn't on the listing doesn't appear in the post. No "stunning views" unless the listing says so.
- /03
Review when you want it
Approve every post, approve per listing, or let listings post on their own. The switch is the team's, and a rejected post is regenerated, not lost.
- /04
Spaced, not dumped
Five listings in a morning don't mean five posts in an hour. The schedule spreads them across the week so the feed reads like a person runs it.
- /05
Fails loudly
If a render fails or Instagram rejects a post, the team hears about it right away, with the reason. Nothing silently disappears.
Outcome
Every listing gets a post, a story, and a Reel the day it's listed, in the brand, without anyone opening an editor.
The feed now keeps pace with the listings. The team's part is approving what they want to approve; the rendering, the captions, the video, and the posting run on their own, on every listing.
Who it's for
- /01
Agencies and brokerages that list weekly and post whenever someone finds the time.
- /02
Individual agents who want a consistent Instagram without a designer on retainer.
- /03
Developers marketing units across projects, where every unit needs the same set of assets.
- /04
Any business that posts the same shape of thing repeatedly (cars, menus, products, jobs) and wants the video too.
Questions
- Is this the same system as the real estate website?
- Same client, same pipeline. The website page covers the site; this one covers what goes out to Instagram. The social side runs on its own, from an existing website, a listing feed, or a spreadsheet.
- Which Instagram formats does it produce?
- A feed post (square or 4:5), a carousel of the best shots, a story, and a Reel. Each comes from its own template, so the set looks like one brand.
- How is the video made?
- From the listing's photos. The pipeline sequences them with motion, adds a title card, price and location captions, a music bed, and the brand outro, and exports a vertical 9:16 for Reels and Stories. No filming, no editor.
- Who writes the captions?
- The pipeline, from the listing's fields, in the company's voice. Facts only: if it isn't on the listing, it isn't in the caption. The team can edit any caption before it goes out.
- Does it post to our own Instagram account?
- Yes. It publishes through Instagram's official API to the professional account you already have. We set that up with you. You keep the account and can post manually alongside it. Facebook can run from the same pipeline.
- Can we approve posts before they go out?
- Yes. Approve every post, approve per listing, or let listings post on their own. Whatever you choose, you can change it per listing.
- Do we need a new website for this?
- No. The pipeline needs listings with photos and details. An existing site, a CRM, a listing feed, or a spreadsheet all work.
- Is it only for real estate?
- No. Anything you post repeatedly in the same shape (new cars, new menu items, new products, job openings) fits the same pipeline. Real estate was where we built it first.