How often should you post on Facebook?

In South Africa’s fast-paced property market, social media remains a cornerstone of successful real estate marketing. Among the platforms available, Facebook continues to lead the way for real estate agencies aiming to connect with potential buyers, sellers, renters, landlords, and investors.

But with timelines constantly flooded with content, many property practitioners are left wondering: how often should they be posting to stay relevant without overwhelming their audience?

According to Janice Manikam, Social Media Specialist at Prop Data, the sweet spot is clear: “Posting three to five times a week keeps your agency or brokerage visible without overwhelming your followers,” she says. “It’s about being consistent enough to stay top of mind but not so frequent that your posts start blending into the background.”

Why you should have three to five posts per week

A posting frequency of three to five times weekly strikes the ideal balance between staying visible and keeping your content fresh. It allows you to maintain a consistent presence without overwhelming your audience or diluting the quality of your posts. 

Why this frequency works:

• Consistent visibility: South African property seekers are often in the market for several weeks or even months. Posting regularly keeps your brand top of mind as they research and compare. 
• Avoiding content fatigue: Overposting can lead to people scrolling past your updates or unfollowing your page. A thoughtful pattern helps you stay relevant without being repetitive. 
• Staying in the algorithm’s good books: Facebook rewards active pages. Posting regularly (but not excessively) improves your chances of showing up in newsfeeds.

Timing matters

Publishing content at the right time helps you reach more people when they’re most likely to be online. Posts that appear during peak times are more likely to be seen, interacted with and shared. The result? Better engagement, improved brand exposure and the potential for audience growth. Getting your timing right can be just as impactful as the content itself. 

According to SocialPilot, the most effective posting times typically fall into these windows:

• Monday: 9 am to noon 
• Tuesday: 10 am to 2 pm and 3 pm to 4 pm 
• Wednesday: 9 am to 3 pm 
• Thursday: 9 am to 2 pm 
• Friday: 9 am to 2 pm 
• Saturday: 12 pm, 7 pm, or 8 pm 
• Sunday: 8 am, 11 am, or 4 pm

By aligning your organic and paid posts with these peak hours, you increase the odds that your audience is online, paying attention and ready to engage. Better visibility leads to more brand awareness, more enquiries and eventually more sales.

What kind of content works?

While many property practitioners focus on listings, Manikam recommends a more diverse approach to content. She advises property practitioners to think beyond sales. “You’re not just selling homes, you’re building trust, showing expertise and giving people a reason to engage with your brand,” she explains. “A well-rounded content mix helps you do exactly that.”

Suggested weekly content includes:

• Property listings (1–2 times weekly): Eye-catching visuals and virtual tours help spark interest. But don’t make your page feel like a classifieds board — balance is key. 
• Market updates (1–2 times weekly): Share interest rate changes, neighbourhood trends or investment insights tailored to South African audiences. 
• Success stories and testimonials (1 per week): Positive experiences build trust. A simple quote from a happy buyer or seller can go a long way. 
• Questions, polls and quick engagements (1 per week): Ask your followers what’s on their wish list or which areas they love. Engagement boosts reach.
• Behind-the-scenes content (1 per week): Show off your team, company culture or your involvement in the local community. Authenticity resonates.
• Lifestyle tips and décor ideas (1–2 times weekly): Home inspiration, renovation tips and seasonal advice show that you understand what makes a house a home. 
• Live videos and virtual Q&As (Once a month): Use Facebook Live to walk viewers through new listings or answer frequently asked property questions.

Track, learn, improve

Once a posting rhythm is in place, it’s essential to track what’s working. Facebook’s built-in analytics tools can help practitioners monitor performance across engagement, audience activity, and top-performing content.

“Your insights are your best teacher. If you’re not analysing what’s working and when, you’re missing out on opportunities to grow your audience and get better results,” says Manikam.

The bottom line

While three to five posts per week is a solid benchmark, experts like Manikam stress that quality always trumps quantity. A single, well-timed, meaningful post can often outperform a batch of forgettable updates.

“Post with purpose and let your content reflect the value your brand brings to the table,” she concludes.

For real estate agencies or brokerages navigating the competitive digital landscape, the right Facebook strategy could be the difference between fading into the feed and standing out in the scroll.

Turn likes into leads with automated posting

Need help keeping your Facebook content flowing smoothly? Prop Data offers Facebook Page Feed Maintenance to automatically sync listings and news articles to your page as soon as you post them on Prop Data Manage. You can engage your audience and promote your stock while leaving your team free to focus on sealing those deals. Let us handle the technicalities so you can focus on what matters most — growing your real estate business.