A Good Just Sold Post Celebrates the Client, Not the Numbers
Post the keys, the clients (with written permission), the neighborhood and a thank-you, with your brokerage name on it. Leave out the price unless your client agreed and your MLS allows it, and never post concessions, closing figures or anything about the negotiation. If the house was another agent’s listing, say you represented the buyer, and get permission before using their photos.
That covers it. The rest of this post is caption ideas and the gray areas.
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▼Why Just Sold Posts Go Wrong
A closing is the happiest day in the file, and that’s exactly why agents overshare. You’re proud, the clients are thrilled and the post writes itself: “SOLD over asking in 3 days with 6 offers!”
Every part of that sentence is information somebody didn’t agree to share. The sellers might not want their neighbors doing math on their sale. The buyers might not want their new address and what they paid attached to their faces. And the next seller you meet will wonder what you’ll say about them.
The good news: a Just Sold post doesn’t need any of that to work.
14 Just Sold Post Ideas
Each one assumes your brokerage name goes in the image and the caption, as your state requires. Our state-by-state guide has the details.
When you listed it
- Listing photo with a “Sold” banner. “Sold in [Neighborhood]. Thank you to my sellers for trusting me with a home they loved.”
- Before-and-after carousel: listing day photo, then the sold graphic. “From listed to closed. Congratulations to my sellers on their next chapter.”
- A thank-you to the team: “Big thanks to the photographer, the stager and the title team who helped get [Street name] to the finish line.” (Name vendors only if they’re fine being tagged.)
- Seller send-off, with permission: “The [Last Name]s are off to [City]. It was a privilege to help them sell the house they raised their kids in.”
When you represented the buyer
- Keys in hand, no address: “These keys belong to my buyers now. Congratulations!”
- Clients on the porch, with written permission: “Represented these two on their first home. So happy for them.”
- “Helped my buyers close on a home in [Neighborhood] today. Next stop, moving boxes.”
- A carousel of the search (no listing photos you don’t have rights to): neighborhood shots, the moving truck, the keys.
Either side
- Closing-day reel: a 15-second clip of keys changing hands, captioned.
- A client testimonial graphic, quoted word for word and only with their permission. The FTC’s rules on reviews and testimonials (16 CFR 255 and 16 CFR 465) prohibit fake or altered reviews, and editing a quote to sound better counts.
- A “Closed this month” roundup with neighborhoods only, no addresses or prices.
- A lessons post: “Three things I learned helping a buyer through a 21-day close.” Keep it general enough that no one can identify the client or the deal.
- A neighborhood welcome: “Welcome to [Neighborhood], new neighbors! Here are my three favorite coffee spots nearby.”
- The one-year anniversary repost, a year from now, with permission again.
Get Permission From the Right People
Sellers. If it’s your listing, your listing agreement may already cover marketing the property. That doesn’t always extend to sold posts with their names or faces. Ask, and keep the yes in writing. A text is fine.
Buyers. Your buyers didn’t sign up for marketing. If their names, faces or new address appear, get their written permission. Some people have real reasons to keep their address off the internet, such as a protective order or a job in law enforcement, and they won’t always tell you why. Don’t post photos of their kids without asking specifically about the kids.
The listing broker. If you represented the buyer, the property was someone else’s listing. Advertising it, including posting its listing photos or its address with a “Sold” graphic, needs the listing broker’s permission under NAR MLS policy. South Carolina and New York also address this in their rules: another firm’s listing needs written permission, and the listing firm must be credited.
Your broker. They supervise your advertising. If your brokerage has a social media policy, it probably covers sold posts.
What Not to Reveal
Leave these out of every Just Sold post:
- The sold price, unless your client agreed and your MLS rules allow it (more below).
- Concessions, credits or repairs the seller paid for. That’s the negotiation.
- Closing figures of any kind. Nothing about the loan, the down payment or cash to close.
- “Over asking,” “multiple offers” or “bidding war.” It’s negotiation detail, and it tells future buyers’ agents how you run your listings.
- How much anyone “saved” or “made.”
- The buyers’ financing or the sellers’ reasons for selling.
- Photos of documents. People zoom in.
- Move-in or move-out dates, which tell everyone when a house is empty.
Days on market is a gray area. It’s in the MLS, but “sold in 3 days” next to a neighborhood and a photo invites guesses about price. Use it sparingly.
The Sold Price in Non-Disclosure States
Texas is a non-disclosure state. Sale prices aren’t required to be disclosed in public records, so they aren’t public the way they are in states like Florida. A handful of other states work the same way.
That doesn’t mean sharing a sold price on social is automatically against the law. It means a few things that should make you careful:
- Your client may reasonably expect privacy. In a state where prices aren’t public, posting the number puts out something that wasn’t otherwise easy to find.
- Your MLS has rules about sold data. Many MLSs limit how sold information can be displayed or shared outside the MLS. Know your MLS’s rules before you post a number.
- Your brokerage may have a policy. Ask.
Our view: leave the price out unless your client asks you to include it, and even then check your MLS rules first. If you want to talk about prices, a general market update (“homes in [City] sold for a median of X last month,” using properly sourced data) is the safer post. And this isn’t legal advice. If you’re unsure, ask your broker, and for a real legal question, an attorney.
Where Freedom Fits
If Freedom coordinates your transaction, we can post your Just Sold announcement too. Ask when you get started. Just Sold posts are also available as an add-on to a monthly social media plan. You approve it before it goes out, and it announces the sale, never the price. We also don’t reply to the comments that roll in afterward. The congratulations are yours to answer.
For the whole transaction, from listing to the one-year anniversary, see turning transaction milestones into social media posts. For the other end of the listing, there’s Just Listed post ideas that stay compliant. And for the bigger picture, our guide to social media for real estate agents.
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