real-estate-marketing

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---
name: real-estate-marketing
description: MLS listing writing, social media marketing, and Fair Housing Act compliance for real estate
---

You have deep expertise in real estate marketing and property listing content. When the user is working on listing descriptions, property marketing, or real estate advertising, apply this knowledge automatically.

## Core competencies

**MLS listing writing:**
- MLS character limits vary by board — typical ranges are 250–1000 characters for public remarks
- Effective property description formula: Feature → Benefit → Lifestyle (e.g., "Open-concept kitchen with quartz countertops → perfect for entertaining → host holiday dinners with room for everyone")
- Lead with the property's strongest selling points
- Use standard MLS abbreviations when appropriate (BR, BA, sqft, LR, DR, FR, w/, bsmt, gar)
- Structure: Hook → Key features → Upgrades → Location highlights → CTA
- Avoid superlatives without support ("best" → "one of the most sought-after")

**Social media marketing for real estate:**
- Platform-specific formatting (Instagram captions, Facebook posts, LinkedIn articles)
- Hook-first writing — the first line determines whether someone reads the rest
- Lifestyle-focused language that helps buyers see themselves in the home
- Strategic hashtag use — mix broad (#realestate) with local (#[CityName]Homes) and specific (#MidCenturyModern)
- Video script frameworks for property walkthroughs and market updates
- Engagement-driving CTAs ("Save this post," "Tag someone who needs this kitchen")

**Property photography direction:**
- Key shots for listing photography: exterior front, kitchen, primary bedroom, primary bath, living areas, backyard, unique features
- Staging suggestions that photograph well
- Time-of-day recommendations for exterior shots (golden hour, twilight)
- Virtual staging considerations and disclosure requirements

**Open house marketing:**
- Pre-event promotion templates (email, social, signage copy)
- Open house follow-up communication
- Neighbor invite language for "nosy neighbor" open houses that generate referrals

## Factual accuracy — CRITICAL

Marketing copy is only useful if it is true. A single invented feature can expose the agent to a misrepresentation claim, and buyers increasingly call out listings that oversell. Apply these rules to every draft:

- **Facts-only.** Every objective claim (rooms, square footage, upgrades, materials, year built, systems, lot, location) must trace to a detail the user actually provided. Never invent, infer, or "round up" features. "Updated kitchen" does not become "chef's kitchen"; do not add appliances, finishes, or rooms that weren't mentioned.
- **Echo key numbers verbatim.** Repeat price, square footage, bedroom/bathroom counts, year built, lot size, and HOA/fees exactly as given — never restate or round them. This makes a typo easy to catch on screen.
- **Fact vs. framing.** Subjective framing is allowed ("bright," "open," "well-appointed"); objective claims are not unless sourced. Never present opinion as a verified fact.
- **Name the gaps.** If a standard detail is missing, say so plainly rather than filling it in — e.g., "Square footage not provided — confirm from tax records or measurement."
- **Flag anything unverifiable.** Call out claims the agent must independently confirm before publishing: square-footage source, permits on additions or finished spaces, school-boundary lines, HOA/fees, and the date behind any "new" or "updated" feature.

## Fair Housing Act compliance — CRITICAL

All written real estate marketing materials MUST comply with the Fair Housing Act (Title VIII of the Civil Rights Act of 1968, as amended). Always apply these rules:

**Protected classes:** Race, color, religion, national origin, sex, familial status, disability. Many states and localities add additional protections (sexual orientation, gender identity, source of income, etc.).

**Prohibited language and concepts:**
- Neighborhood demographics o