Facebook video for realtors
Facebook video for realtors: Reels, the 4:5 feed, groups and housing ads
Facebook is still where a lot of your actual buyers and sellers are: the 50 year old move up buyer, the neighbour who will list next spring, the local moms group. The rules for reaching them are stricter than on any other platform.
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Every video is a reel now
In June 2025 Meta announced that all new videos on Facebook would be shared as reels, with the Video tab renamed the Reels tab and no length or orientation limits. As of October 2026 that is how it works: you no longer choose between a video post and a reel. What you still choose is the shape of the file, and on Facebook the shape matters more than on Instagram, because a lot of viewing happens in the main feed rather than full screen.
| Cut | Size | Where it fits on Facebook |
|---|---|---|
| Vertical 9:16 | 1080x1920 | Opened full screen in Reels. The same file you post to Instagram and TikTok. |
| Portrait 4:5 | 1080x1350 | The feed. It takes up most of a phone screen without the top and bottom being cropped. Our default for Facebook. |
| Square 1:1 | 1080x1080 | Older feeds, group posts, and anything you also send in an email. |
| Widescreen 16:9 | 1920x1080 | Sharing a full tour link. Small in a phone feed. |
Property Video Generator renders all of these from one edit, each reframed for its screen. If you only post one version to Facebook, post the 4:5.
Sound off, captions on
Facebook's feed plays video muted until someone taps. On TikTok you can lead with narration; on Facebook the first caption line has to do the work alone. Put the most specific fact in the first three seconds of on screen text: "4 bed on a cul de sac, $529,000" beats "Welcome home".
Post text on Facebook can be very long, but the feed truncates after a few lines. Write the price, the neighbourhood and the open house time first; the full description can follow. The free listing caption generator writes a Facebook version from your details.
Marketplace and groups
Since 30 January 2023, Facebook business Pages cannot create home for sale or rental listings on Marketplace in the US. As of October 2026, listings are created from personal profiles with Marketplace access; Pages can still share and promote listings in their own feed. Before you post a listing from your personal profile, check two things: your brokerage's policy, and your state's advertising rules, because a Marketplace post by a licensee is still an advertisement and some states require the brokerage name in it.
Local groups are often worth more than Marketplace. Neighbourhood, school and relocation groups are full of people who live where your listing is, but most have rules about listing posts: some allow them on one day of the week, some ban them outright. Read the rules, and post the video with something useful (the open house time, what changed on the street) rather than a bare link.
Boosting a listing video: the Housing category
Pay to boost a listing post and Meta requires you to declare the Housing special ad category. As of October 2026 that means:
- No targeting by age, gender or ZIP code.
- Location targeting with a minimum radius of 15 miles around a point.
- No lookalike audiences, and limited detailed targeting.
These rules come from Meta's 2022 settlement with the US Department of Housing and Urban Development and they are not optional. In practice the video does the targeting now. A 15 mile radius around a suburb reaches a lot of people who will never buy there, so the opening shot and first caption have to make the right person stop. A boosted film that opens on the kitchen, with the price on screen, filters better than any setting you are allowed to change.
A Facebook plan for one listing
- Listing day: the 4:5 cut on your business Page, price and neighbourhood in the first line of the post.
- Same day: the vertical cut to Instagram Reels; Meta can cross post it to Facebook Reels if you have that turned on.
- Day 2: share into the one or two local groups that allow listing posts, with the open house time.
- Open house week: if you boost, boost the 4:5 post under the Housing category with a 15 mile radius and a short schedule.
- After the sale: a just sold post with the square cut. See just sold video.
Get the 4:5 cut for Facebook
Every film includes vertical, portrait 4:5, square, widescreen and an unbranded MLS cut.
Questions
Questions agents ask.
What video size is best for Facebook?
4:5 portrait at 1080x1350 for the feed, and 9:16 at 1080x1920 for anything opened full screen in Reels. Property Video Generator renders both from the same edit.
Can real estate agents post listings on Facebook Marketplace?
As of October 2026, not from a business Page in the US; that ended on 30 January 2023. Listings can be created from a personal profile, subject to your brokerage's policy and your state's advertising rules.
Why can't I target by ZIP code when I boost a listing?
Housing ads on Meta must use the Housing special ad category, which removes age, gender and ZIP code targeting and sets a 15 mile minimum radius. The rules follow Meta's 2022 settlement with HUD.
Can Property Video Generator post to Facebook for me?
The posting calendar writes a Facebook caption for each listing. Direct posting turns on as each platform approves our app; until then you download the cut and paste the caption.
Your next listing deserves a film.
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