Open House Social Media Post Ideas: 5 Posts and the Captions to Copy
A five post run-up to Saturday, the captions to copy, and the wording that breaks fair housing rules.
By the Next5 team · · 9 min read
One post on Saturday morning asks people to change plans they already made. Five smaller posts across the week give them time to make room for you instead. Here they are, with a caption you can copy for each.
The five posts, Tuesday to Sunday
This assumes a Saturday open house. Move the days if yours is on a Sunday. Replace everything in brackets.
1. Tuesday: the one room teaser
Show one room and nothing else. No address, no price, no flyer graphic. You want people to ask where it is, because a comment is a lead you can message. Film 10 seconds walking into the best room, or post 5 photos of it as a slideshow.
Caption: "This kitchen is open Saturday. 11 to 1, in [neighborhood]. Comment ADDRESS and I will send you the details."
2. Thursday: the facts post
Now give everything someone needs to decide: beds, baths, square feet, price, date, hours, street. This is the post people screenshot and send to whoever they are buying with, so put the hours in the image, not only in the caption. A carousel of 6 to 8 photos gives someone more to look at than a single flyer image.
Caption: "Open house Saturday 11 to 1. [Address]. 3 beds, 2 baths, [square feet] sq ft, listed at $[price]. New roof in [year] and a garage that fits two cars. Park on [street], the driveway stays open."
3. Saturday 8am: the reminder
A story or a short video, not a feed post. Film the sign going in the lawn. Give the reminder to people whose Saturday is still open.
Caption: "Doors open in 3 hours. [Address], 11 to 1. Come see the backyard before anyone else does."
4. During the open house: the walkthrough
Between visitors, film one 30 second walk from the front door to the backyard, and post it while the house is still open. It gives the person who was on the fence at 11:40 something to act on, and it is still there on Monday.
Caption: "Open until 1 today. Here is the walk from the front door to the yard. [Address]."
5. Sunday night: the recap
Thank whoever came, say what happens next, and give one reason to follow you. Write this one for the sellers reading your account, not only for buyers. It is the only post in the list that shows how you work a listing.
Caption: "Thank you to everyone who came through [address] yesterday. Offers go to the seller Tuesday. Two more homes like this open next weekend, so follow along if you are looking in [town]."
The caption rule nobody tells new agents
An open house post is an advertisement for the sale of a dwelling, so the Fair Housing Act applies to it exactly like it applies to a flyer. Section 3604(c) makes it unlawful to "make, print, or publish, or cause to be made, printed, or published any notice, statement, or advertisement, with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin, or an intention to make any such preference, limitation, or discrimination."
HUD's rule covers "all written or oral notices or statements by a person engaged in the sale or rental of a dwelling", and names as discriminatory "using words, phrases, photographs, illustrations, symbols or forms which convey that dwellings are available or not available to a particular group of persons" on those bases. Photographs are in that sentence, so the people you show count too, not only what you type.
The practical version: describe the house and the street, never the buyer. Read every caption back once, asking one thing: is this about the house, or about who should live in it?
| Do not write this | Write this instead |
|---|---|
| "Perfect for a young family" | "4 beds and a fenced backyard" |
| "Quiet Christian neighborhood" | "A quiet street with no through traffic" |
| "No kids upstairs, it is not safe" | "Open stair rail on the second floor" |
Before you boost the post
The advice you will read everywhere is to boost the open house post at your ZIP code for a small budget. That is not how housing works on Facebook and Instagram. Meta requires advertisers in the US, or targeting the US, Canada or certain European regions, to "self identify as a Special Ad Category" for housing ads and to run them with approved targeting options. Its policy also says ads "must not discriminate or encourage discrimination against people based on personal attributes".
So before you spend anything: declare the housing category, then open Ads Manager and look at what targeting is left. If the targeting you wanted is gone, make a Facebook event instead. You reach Events from the left menu of your Feed.
Where to post each one
Same five posts, different homes. Put the teaser and the walkthrough on Instagram and TikTok, and the facts post and the event on Facebook. Share in local Facebook groups too, but read the group rules first, and post the facts version there, never the teaser: a group hates a post that makes them ask for the address.
If filming is the part you keep skipping, a photo slideshow does the same job. Our walkthrough on how to make a slideshow on TikTok covers the format, and the first lines that stop a scroll are in our list of TikTok hooks for small business.
What to post when three people came
Every open house guide assumes a packed house. Sometimes six people come and two were neighbors. Do not post a crowd shot you do not have, and do not skip Sunday night either: silence tells sellers more than a small number would.
- Post the house, not the turnout. "Here is what you missed at [address]" with the walkthrough works whether 3 or 30 people came.
- Say what is still true. "Still available. Private showings Tuesday and Wednesday, comment TIME and I will send you a slot."
- Ask one question. "Priced at $[price]. What would you change first?" The comments tell you what the next caption should lead with.
How Next5 does this
Next5 makes this kind of post for you. You paste the listing page, it writes the slides and the captions from formats that already get views for agents, and nothing goes out until you approve it.
Common mistakes
- Posting only on Saturday morning. The people who would have come already filled their day on Thursday.
- Hiding the hours in the caption. Put the date and the hours in the image, because that is what gets screenshotted.
- Describing the buyer instead of the house. See the table above.
- Deleting the posts afterwards. The walkthrough keeps pulling in showing requests all week.
- No plan for the next listing. Put all five in your calendar the day the listing agreement is signed, next to your coming soon post. Our 30-day content calendar has room for both.
For the weeks with no open house, work from 30 social media post ideas for realtors.
Sources
Questions
What should I write in an open house social media post?
The address, the date, the hours, beds, baths, square feet, the price, and one detail nobody expects, like a new roof. Then one ask, such as "Comment ADDRESS and I will send the details." Describe the house, never the kind of person you think should buy it.
How far in advance should I start posting about an open house?
Four days is enough for a Saturday open house: a teaser Tuesday, the facts Thursday, a reminder Saturday morning, a walkthrough during the hours, and a recap Sunday night. Starting two weeks out mostly means people forget twice.
Should I boost my open house post on Facebook?
Only once you know what you are getting. Meta requires US housing advertisers to self identify as a Special Ad Category and run with approved targeting options, so open Ads Manager and look at what targeting is left before you spend. Make a Facebook event and share the post in local groups first, then decide if paid adds anything.
What are the best hashtags for an open house post?
A few location tags people actually browse, like your town and neighborhood, plus the obvious ones for the format. Spend your time on the hours in the image and the share into a local group before you spend it on tags. Our guide on how many hashtags to use on TikTok covers the counts.
Should I use a video or a photo for an open house post?
Both, for different jobs. Video carries the teaser and the walkthrough, because it shows the flow of the house. A carousel or a flyer image carries the facts post, because that is the one people screenshot and send to someone else.
What is the best time to post open house content?
The time your own followers are online, which your account analytics will tell you. The one timing rule that matters here is the Saturday morning reminder, two to three hours before the doors open. See the best time to post on TikTok for how to read your own numbers.
How do I get more people to RSVP to an open house?
Give them one word to comment, then reply the same day with the address and a question: "Are you working with an agent?" A Facebook event gives you a list of who responded. Both lists are worth more than a view count.
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