Don't lose it, re-use it!

Agents have 101 things to make happen on a daily basis. If delegation is not an option for you, social media content planning can often land somewhere on the to-do list between re-organising your desktop and taking the dog for a walk.

It shouldn’t – but we understand that it sometimes does.

This is because of a misconception in social media content planning, that you can only post one piece of content one time before moving on to the next. While having new and evolving content topics on your social media channels is important, there’s no need to exhaust your creativity looking for original ideas each and every week.

So, don’t lose it – re-use it! In this blog post we’re going to show you how you can identify top performing past content pieces and how to repurpose them to generate more results.


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Benefits of re-using popular content

Alongside the obvious benefits of saving time, energy and therefore money creating new content, reusing some of your better, older content also:

  • Define what your brand and offer is to your audience
  • Connect with audience members who missed the content first time
  • Give your social media content an SEO boost

There are also some really useful benefits from the real estate agent’s perspective too. Repurposing content:

  • Gives you a better idea of what your audience likes
  • Can be a great way to redirect traffic back to your website
  • Re-boosting boosted posts means Reach, Views and Likes can be gained cumulatively
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How to identify your greatest hits

What counts as a ‘successful’ piece of social media content depends on your social media goals. If the main purpose of your social media presence is for brand awareness: Reach, Views and Interactions are the metrics to watch.

If your channels are designed to encourage specific actions such as setting appointments: Click Through Rates (CTR), Form Submissions or Messages Sent are more important.

Don’t worry if your content isn’t generating huge organic numbers. Simply take the content with the biggest numbers relating to your goals right now and start there.

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How to repurpose them, so it's not just a re-run

It’s important to not just re-post the same piece of content with the same message. Your audience will expect some variation. Try to find an aspect about the content you didn’t consider the first time and focus on that. You’re re-purposing this content because it has more stories left to tell, not because you have a gap in your content plan.

For example: Did you post a market report in your area last month? How about splitting that initial 2-minute video report up into four 30-second pieces of shorter content, focusing on specific house types, areas, or price ranges.

There’s no need to re-shoot the video. Changing the posting text alongside the video to highlight it’s new shorter, more specific focus will capture the attention of your audience and allow them to absorb the information a second time. 

Re-posting to other channels

This is the easiest way to get more mileage out of your content. When using the Meta Creator Studio, it is possible to post the same content to both Facebook and Instagram with a click of your mouse.

However, with a little editing you would be surprised how easy it can be to repurpose Facebook content specifically for Instagram and vice versa.

For example: With a little tweaking a 3-minute Facebook video tour of your farming area can be repurposed into a 1-minute Instagram Reel with music and captions.

For example: If you have a blog post covering your excellent service or customer testimonial, take the main takeaway points of that article and turn them into an Instagram gallery slider.


If you already have a good idea of which content pieces worked well in the past, now is the time to get the most out of them across all channels. With some tweaking and careful placement, agents can make the most of their best bits and reduce the workload of content generation.

All that being said, if you can delegate – do it!




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