RECOS v8.0 · click any day to pull full production instructions
Two clarifications that shape every choice below — read them first.
Every theme, format, and CTA here is built to win listings, not collect buyer leads. Sellers choosing a listing agent do high-trust, high-consideration research — they hire the person they've watched show up credibly over months. This is a credibility engine, not a lead funnel.
English-speaking and Chinese sellers across Richmond Hill, Markham, and York Region — as two parallel tracks, not one translated feed. Each post is written natively in its language, on the platforms that community already gathers on.
Instagram, Facebook, YouTube, Threads, Nextdoor — the discovery channels where new sellers find you. Mostly automatable.
WeChat 朋友圈 + 小红书 — where Chinese sellers vet you before they ever call. Hand-posted, by design.
Reach grows the audience; trust converts it. You run both, every week.
Click a day above to load its full production brief — script, media format, platform, and equipment.
Adding a platform only helps when it fills a job you don't already cover. These are the eleven you've considered, sorted.
WeChat, 小红书, Instagram, Facebook, YouTube, LinkedIn, Telegram, WhatsApp, Nextdoor, Pinterest — with their surfaces in Section iii.
Verified English-speaking homeowners in your farm. The complement to WeChat.
Where conversations land and past clients stay warm. Not posting channels.
Reddit to research, Pinterest to automate-or-skip, Discord only if a community appears.
A sustainable load held for a year outperforms 20 posts in a week then silence. Pick what you can hold through closing weeks.
Roughly 1 in 4–5 posts drives to a landing page. The rest build trust. Too many links and both the algorithm and your audience tune out.
Even with no link: "save this," "comment SOLD," "DM your postal code." A next step turns a scroller into a conversation.
Produce a piece once, then write a native English and a native 中文 version — two parallel posts for two communities, not one run through translation. Same asset, two audiences.
Link in the first comment on FB/IG, link sticker in Stories, "link in bio" for IG feed. Links in the post body get throttled.
Grouped by app, with every surface you actually post to. The colored tags show what kind of content each surface takes — so when you make one picture, one video, or one text, you already know every slot it belongs in.
Every tag in the grid, in plain language — what to actually shoot or make, what to put in the first two seconds, and why each one behaves the way it does.
Some formats get pushed by the algorithm to people who don't follow you yet — that's how you get found by new sellers. Short video is the strongest of these. Everything else (carousels, images, Stories) mostly reaches the audience you already have. So: short video grows the audience; the rest nurture it. You need both.
People decide in under two seconds whether to keep watching or scroll past. The app measures this — if viewers swipe away instantly, it stops showing your video to anyone. So you "hook" them immediately with a bold line, a question, or a striking image. Never open with "Hi everyone, welcome back…" — they're already gone.
What it is: A short portrait video that fills the phone screen — Instagram Reels, TikTok, YouTube Shorts, 小红书. The single most important format in social media today, and your main tool for being discovered.
Golden rule: one idea per video. Don't try to tour a whole house in 30 seconds — it becomes a blur nobody remembers.
Open with one of these:
Avoid: "Hi everyone, today I want to talk about…" — too slow, they scroll.
Why it's the reach engine: Of every format, this is the one Instagram and TikTok push hardest to strangers in your area — people who've never heard of you. That's how new sellers find you. Treat it as your growth tool.
What it is: A slightly longer vertical video — still short, but with room to tell a small story instead of a single beat. This is where three of your most powerful content types live:
Pick one room and tell it as a moment of life, not a spec sheet. Don't say "the primary bedroom is 14×16 with a walk-in closet." Say: "Imagine waking up here on a Saturday — east sun through these windows, coffee on the balcony before the house wakes up." You're selling the feeling of living there. Example: 75 seconds on a kitchen — open a cupboard, show the island, talk about where homework gets done and where the wine gets poured. One room, one mood.
Show the work most agents hide — what actually goes into marketing a home. Examples: setting up for the photoshoot and directing angles, reviewing the floor plan, walking the property before a showing making notes, prepping the feature sheet. The message a future seller receives: "This is the effort I'd put into selling your home." It sells you, not the house — which is exactly what wins listings.
Film the transformation — a staged home sells faster and for more, and the before/after is dramatic, watchable content. Show the empty echoing room → furniture arriving → the stylist placing the last cushion → the final reveal. Example: a time-lapse of a living room going from bare to styled, with a line about how staging helps buyers picture themselves living there. "Watch this empty house become a home" is one of the most-watched things an agent can post.
Same 2-second rule. Open on the most dramatic frame — show the finished styled room first, then cut to "here's how we got here." Or open with a line like:
Why it works: Long enough to make someone feel something or trust your process, short enough to hold attention. Room stories sell the home; BTS and staging sell you.
What it is: A full-length video that lives on YouTube permanently. Not built for virality — built for depth and search.
People who search are more patient, but still say in the first 10 seconds exactly what they'll get:
Why it's different: YouTube is a search engine, not a scroll feed. Someone Googling a community can find your video months or years later — it builds a permanent library that keeps working. It's also your source footage: film once, then cut your Reels, carousels, and Stories out of it.
What it is: A multi-image post you swipe sideways through (Instagram, Facebook, 小红书, LinkedIn). Each slide is a photo or a graphic.
Slide 1 is everything — a bold image or big-text promise, with an arrow telling them to swipe:
Why it works: Swiping = time spent, which the algorithm rewards with more reach. Best for depth when you have several things to show. Always end on a CTA slide ("DM me for the full list").
What it is: One strong photograph with a caption. The simplest post there is.
Why it's lower-reach: A static image gets the least push of any format — it doesn't hold attention like video or swiping. Use it when the image itself carries weight (a gorgeous home, a SOLD sign) or for record posts, not to reach new people. Let the caption do the work the image can't.
What it is: A photo or coloured background with text laid over it — a stat, a quote, a tip. Made in Canva in minutes.
Why it works: Packages information so it's readable at a glance while scrolling — the eye reads text instantly, which stops the thumb. Perfect for your Monday market stats. Use a consistent navy/gold template so people recognize it as yours.
What it is: Just text, no image — native to Threads and LinkedIn. Your lowest-effort format.
Why it works: No design, no filming — and on Threads/LinkedIn, text travels. Positions you as a thinker, not just a lister. Reuse the exact insight you put on a stat card.
What it is: Full-screen vertical photos/clips that vanish after 24 hours (Instagram, WhatsApp, WeChat, Facebook). Casual and raw — they don't have to be polished.
Why it works: Keeps you top-of-mind with your existing followers daily without cluttering your feed. Low-stakes because they disappear. The link sticker is the key tool — it's how you drive traffic from Instagram, where feed posts can't hold clickable links.
What it is: Not a media format exactly — it's any post whose job is to send someone to a web page that captures their info: a home-valuation form, a listing page, an open-house RSVP. The "landing page" is where they land after they click. This is the only kind of post that asks for something.
Friday Just Sold image → caption "Curious what your home's worth? Link in first comment for an instant estimate" → they tap → land on your valuation page → enter their address → now they're a lead in your pipeline.
Remember: only three of these go out a week (Wed listing, Fri valuation, Sat register). Your own dashboard link is the gentle exception — it's authority, not a capture form, so it doesn't count against the three.
Your dashboard at peterluo.homes/market refreshes once a month when TRREB Market Watch drops. One chart owns each week — one idea, fully repurposed — so a single dataset becomes four Mondays of market content instead of one crowded post.
The fresh-data cluster fires between the 4th and 10th — on the first Monday after the numbers are actually live. TRREB's release date drifts (sometimes the 3rd, sometimes pushed by a holiday), so confirm it landed before you build Week 1. Weeks 2–4 run off the same monthly dataset as context and evergreen angles — they don't need to chase the calendar.
"Here's how much money the GTA market just moved."
The headline number — biggest and freshest. Reframes momentum as liquidity: is the market expanding or contracting year over year? Screen-record the chart with a 30s voiceover — that's your Reel, no filming.
"Where this month sits against the last six."
Each year 2020–2026 its own colour on one axis. Answers "is now a good time, or should I wait?" in a single glance — when this month's line sits above the last six, the chart makes your case for you.
"For every 100 homes listed, this many sold — and this many expired unsold."
Your strongest seller argument. Those expired/terminated bars are the case for hiring you — homes don't fail on the market, they fail on pricing and marketing. Ties straight into your expired-listings tool.
"Your block's numbers."
One neighbourhood or segment from the same dataset — Richmond Hill vs Markham, a single community, or a follow-up stat. Lighter and hyperlocal, it pulls the month back to your farm and feeds the email "reply for your street's numbers" ask.
The dashboard link itself ("see the live charts → peterluo.homes/market") is a soft authority CTA on your own site — fine to use any week, and it doesn't count against the three hard conversion links in the weekly grid.
These don't run on a daily posting clock — they catch the conversations your content starts. Email is the anchor: the one channel you own outright, where every social platform is rented.