Open Home Promo: The 48-Hour Content Plan

The media lands on Tuesday. The open home is Saturday at eleven. Somewhere in between, most agents post the gallery to Instagram once, boost the listing, and then go quiet until Saturday morning when they post a photo of the A-frame on the footpath.

That is not a campaign. That is an announcement followed by four days of silence, and it wastes the most expensive thing you bought that week.

The media you commissioned is not one post. A standard shoot gives you twenty to thirty finished frames, a floorplan, usually a video, and if you asked for them, a handful of vertical cuts. That is a fortnight of content sitting in a Dropbox link. The two days before an open home are when it earns its keep.

Why 48 hours

Buyers do not plan their Saturday on Tuesday. They plan it on Thursday night and Friday, sitting on the lounge, scrolling, deciding which three inspections are worth the drive.

That is the window. Everything you post before Thursday is awareness. Everything you post inside the last 48 hours is a decision prompt. Both matter, but only one of them puts people through the door this weekend, and it is the one most agents skip.

So run the last two days deliberately.

The plan

Thursday evening: the announce

One post. The hero shot, the address, the inspection time, and one line about who this house is for. Not a feature list. A sentence a real person would say out loud.

Use the strongest exterior or the best living space. Do not lead with the kitchen just because it photographed well. The lead image has one job, and that is to make someone stop and think that place looks like it might be worth a look.

If you have a twilight frame, this is where it goes. Twilight images do their best work in the evening scroll, which is exactly when this post is landing.

Friday morning: one room, one reason

Pick a single room and give it a reason to exist. The north-facing living room that holds light until three. The second bathroom that means nobody queues on a school morning. The study nook that is actually a study, not a cupboard with a power point.

One image, two or three sentences. This is the post that separates you from the agent who only ever posts galleries. Anyone can show a room. You are telling buyers what the room does for them.

Friday afternoon: the walkthrough

Video, vertical, under a minute. If you have a full listing video, cut a short vertical version for stories and reels rather than posting the horizontal edit and hoping people turn their phone.

If you do not have video for this listing, the floorplan does similar work. Post it on its own with the flow explained in a line or two. Buyers screenshot floorplans constantly. It is one of the most saved pieces of content in a property campaign and it costs you nothing extra to post.

Friday night: the countdown

Stories only. Keep it low effort and human. The time, the street, a swipe up. Three or four frames from the gallery you have not used yet, in the order someone would walk the house.

This is not the place for polish. It is the place for repetition. People who half decided on Thursday need to be reminded on Friday night or they will book a Bunnings run instead.

Saturday morning: the two-hour reminder

One story, two hours out. Address, time, and the single best image. That is it.

Post it, then leave your phone alone and go open the house.

Saturday afternoon: the follow-up

The one everybody forgets. After the inspection, post the frame you have been holding back, and say what actually happened. Strong turnout. Second inspections booked. Offers due Tuesday.

This post is not for the buyers who came. It is for the ones who did not, and for every vendor in the suburb watching how you run a campaign. Social proof beats a fifth photo of the pool.

Ask for the assets up front

Most of this plan collapses if the media arrives as one flat gallery of horizontal JPEGs. Sort it at the booking, not on Friday night.

• Verticals cut for stories and reels, not cropped from landscape in a hurry
• A short social cut of the video as well as the full listing version
• The floorplan as a clean image file, not buried in a PDF brochure
• The hero frame delivered separately so you are not hunting for it

Every one of those is a normal request and a good photographer will already be thinking about it. If you want to see how we package listing media so it feeds a campaign rather than a single upload, that is what our social media content shoots are built around.

What not to do

• Do not post the whole gallery in one carousel on Thursday and have nothing left by Friday. Ration it.
• Do not repost the same hero image at every stage. Buyers scroll past what they have already seen.
• Do not write captions that read like the listing copy. The portal already has that.
• Do not let a great video sit in a folder because there was no time to cut it. Ask for the short version when you book the shoot.

The point

The photography is the expensive part and it is already paid for. The 48 hours before the open home is the free part, and it is where a well shot listing turns into a full inspection.

Run it as a plan, not a reflex, and the same media does noticeably more work.

Booking a shoot for a listing that goes to market next week? Get in touch and we will make sure you get the verticals, the social cut and the hero frame you need to run the whole 48 hours properly.