Three to five times a week, sustained. Consistency matters more than volume because accounts fail by going quiet, not by posting too little. A schedule of three posts you can hold for a year beats seven a week for a month. Batch production is what makes a sustainable schedule possible.
Why consistency beats frequency
Every platform favors accounts that post regularly, and audiences form a habit around a predictable cadence. The common failure is a burst of daily posting for two weeks followed by silence, which performs worse than a steady three per week.
Set the rate you can actually hold
Choose the number you could still hit during your busiest month of the year. For most working agents that is three, sometimes four. Setting seven and hitting two is worse than setting three and hitting three.
Batching is the mechanism
Producing content the day it posts does not survive a busy week. Building a week or two of posts in one session, from properties you already have assets for, is what keeps a schedule alive.
The mix
Roughly one listing post, one market or neighborhood post, one educational post about the buying or selling process, and one personal or behind-the-scenes post. Only the first requires new property assets, which is why the other three keep the schedule feasible.
Last reviewed September 2, 2026