So you’ve done the easy part. Hired a listing media person to make beautiful photos, tour video, even a trendy vertical reel—after you swore you’d never be on camera. With those assets in hand, here’s where the real work begins: publishing.

Here’s the hard truth you need to hear: Getting your slick new property video on the MLS is a waste of time. There, I said it. Zillow is now the enemy and hides videos deeper than Davy Jones’ Locker. No one is deep-diving your FlexMLS listing to watch those videos—I have the data to prove it. Media channels are where listings get attention.

So when you get that shiny new video, don’t be a boomer and botch the race in the home stretch. Do your clients a solid: learn how to publish the right way, every time, on every channel. Then you can sleep easy knowing you launched your listing like a boss. And enjoy the compounding effects of brand awareness—because you understand that Instagram controls all attention and your expensive website got seven page views last month, and three of them were your mom.

Here’s your publishing checklist—and how to actually get some ROI on that media:

Listing Videos

The tried and true horizontal video. The full walkthrough that makes sellers beam as they re-live the last 3.4 years and that 125% equity based on that new construction comp seven streets over. Still very valuable—and the perfect 1-2 punch a day or two after you drop the vertical reel.

• YouTube – Do this correctly: custom cover image, keyword-rich title and description, include link to your socials.

• LinkedIn – Same as above, but add a comment about your marketing strategy and what went into the listing. This is where you sell your expertise, not the house.

• Facebook – Optimize with title and cover. Share from your personal page with a thoughtful comment. Bonus points: drop in 2–3 local groups for extra reach.

• Instagram – Get with the program. Do not crop, shorten, leave black gaps, or use a suggested cover image.

• TikTok – Hey, views are views. You might even impress your 13-year-old.

• MLS – Paste the YouTube embed code… and enjoy that sweet silence.

Vertical Reels

Trendy, shorter cuts meant to grab attention and demonstrate your marketing prowess—and your relationship with technology as a master marketer. Don’t mess this up.

• Instagram (Reels) – This is where you shine. Find or make the perfect cover image. Write a sassy caption. Dial in your music and audio. DO NOT trim/crop/add text. Tag everyone remotely relevant and collab with anyone who will still talk to you. Publish weekdays mid-morning or after dinner. Add to stories with a thoughtful quip.

• Facebook – Your reel may cross-post, but this is where you share it on your personal page.

• YouTube Shorts – Best done from your mobile. Takes two minutes. The most obnoxious title wins.

• TikTok – Here’s where you can ruin your professional listing media with text, stickers, and hip-hop. It’s supposed to be fun.

• LinkedIn – 65% of LinkedIn users are mobile. 1:1 square is best here. Use CapCut to crop and export in HD (not 4K).

Photos

• MLS – Of course you’ve got to get your photos in MLS so Zillow can continue their vertical market domination strategy. 95% of views come from your feature image only. If that image’s garbage, you’re toast. It’s the single most important piece of media for your listing. Nobody’s got patience for 175 photos of even the best home. Choose the best 30–40. Statistically, that’s the sweet spot. Again, quantity ≠ quality. Most NYC brokers use like 10.

• Social Media – Photos actually do well here—when done right. Everything is mobile now, so crop those MLS-perfect horizontals. 1:1 is easy. Vertical is often too tight. Pick 5–10 unique angles and say something—anything—besides your lousy CheatGPT caption.

Sound like a lot of work? Well, it is.
That’s why top marketers spend real money to do it right. But when done correctly, you’re not just selling the listing—you’re selling yourself. You owe it to your brand and your clients to make a sharp impression and get the most reach doing so.

The goal isn’t to show everything—it’s to show just enough to make buyers want more. Keep it tight, keep it intentional, and watch the engagement (and showing requests) go up.

Andy Lassiter is the owner and creative director of Keen Eye Marketing, a Charleston-based media company specializing in high-quality real estate content. Reach him at andy@keeneyemarketing.com.