Social Agent is Lofty’s social media automation tool designed specifically for real estate professionals. Unlike general-purpose social media automation platforms, Social Agent is deeply integrated with your MLS and Lofty website. This makes it effortless to showcase your listings, boost your website SEO, and capture leads hands-free.

With Social Agent, you can:

• Automatically share new listings to your social media feeds.
• Drive traffic directly back to your Lofty website.
• View and track engagements inside Lofty, no extra logins required.
• Gain insights into top-performing social account strategies.
• Build a personalized social strategy tailored to your business goals.

Summary

• Planner
  • Competitor Analysis
  • AI-Powered Social Strategy
• Posts
• Listing Feed
  • Set Your Auto-Post Profiles
  • Set Your Listing Auto-Post Captions
• Create a Post
• FAQs

You can find Social Agent in Marketing > Social Studio. Social Studio is broken up into 3 tabs - Planner, Posts, and Listing Feed.

If you do not have the Social Agent subscription, you get 3 AI-generated posts for free. 

Planner

Our intelligent AI agents can help you build a winning social media strategy from the ground up. On the Planner tab, you can create a new plan or edit an existing post plan and review your upcoming AI-generated posts.

The Post Planner uses the competitor analysis and your business goals to create a tailored content strategy and calendar.

• How to use: The AI will gather information based on your website's featured areas and your connected social media profiles and automatically generate a suggested content calendar. You can then review, edit, and schedule the posts directly from the planner.

• Seamless Integration: Once activated, this feature integrates with your connected social profiles, allowing you to go from a strategic idea to a scheduled post in a few clicks.

• Content Type:

  • Market Insights

  • Home Designs

  • Consumer Guides

  • Investments

  • Holiday Posts

You can use this feature to plan posts for the week ahead. On day 5 of the current cycle, Post Planner will automatically generate next week's content. 

Competitor Analysis

Social Agent uses the featured areas you've set on your website, and your connected social accounts, and scans top-performing social media accounts in your area to generate a report on:

• Follower counts
• Service areas
• Posting frequency
• Content distribution (types of posts they share)
• Engagement levels
• Commonly used hashtags

This report highlights the differences between you and top-performing agents in your area, and suggests ways to improve your social media performance. Alongside the data, you’ll receive a summary and insights section with practical recommendations you can apply to strengthen your own social media strategy.

AI-Powered Social Strategy

Using insights from the Competitor Analysis, Social Agent builds a customized content plan for you. These fields will be filled by Social Agent, but you can adjust them to your liking. 

This includes:

• Suggested posting frequency per week.

• Ideal content mix, including:

  • Property showcases

    • Highlight your properties

  • Market analysis

    • Local and national housing trends, including prices, inventory, and mortgage rates
    • Hyperlocal community highlights, such as schools, development, and demographics

  • Buyer and seller guides

    • These guides include actionable tips from 'First-time homebuyer checklists' to 'Seller prep hacks.'
    • Builds trust and nurtures buyer and seller leads

  • Investment insights

    • Target investor clients with ROI breakdowns, tax strategies, and emerging market spotlights.

  • Home staging and design tips

    • Highly visual and shareable, low-budget, high-impact staging and renovation ideas

  • Holiday greetings

    • The Holiday greetings that are supported are:

      • New Year's Day
      • National Realtors' Day
      • Memorial Day
      • Independence Day
      • Labor Day
      • Halloween
      • Thanksgiving
      • Christmas
      • Valentine's Day
      • Labor Day

       

You can also fine-tune your posts with the Strategy Prompt, giving instructions for tone, style, or content. For example:

• “Write this in a friendly, approachable tone.”

• “Add a call-to-action for scheduling a showing.”

Manage your Planned Posts

Once you have completed the Competitor Analysis and Social Strategy, Social Agent will generate a week's worth of recommended posts. You can view, edit, and delete upcoming AI-generated posts in the Planner tab. 

The content will post automatically on the scheduled date. 

Posts

Use this tab to view posts that have gone out, review post activity like comments and likes, and manage your connected social channels.

• Social Profiles

  • This is where you connect and manage all of your social media accounts.

    • How to use: Click the Social Channels button to add new social media accounts. You can easily refresh an account's data or remove a profile if needed.

• Post Engagements
  • This is a real-time inbox of all engagements (view, likes, comments, registrations) across your connected social media accounts.
    • Currently, only Facebook, Instagram, and YouTube are supported in the live post engagement feed. 
    • You may need to reconnect your social profile to reauthorize Lofty to access your live engagement feed. The profile list will display a red exclamation point (!) next to your profile if it needs to be reauthorized. 
• Post List
  • The post list displays all of your scheduled and past posts from every connected social profile. You can switch to calendar view to see the whole post calendar.

Listing Feed

Use this tab to manage your listing auto-post rules and captions.

Once activated, Social Agent monitors your new listings and suggests relevant content to post. You can configure it to automatically create posts for key updates, including: Coming Soon, New Listing, Open House, Price Reduced, Under Contract, Sold, Back to Market.

Set Your Auto-Post Profiles

Social Agent can be configured to automatically generate posts for your and your team's listings. You can configure the auto-post settings to trigger based on listing status changes. 

The available listing statuses are:

• Coming Soon
• New Listings
• Open House
• Price Reduced
• Under Contract
• Sold
• Back To Market

To enable or disable property auto-posting, click on the three horizontal lines. 

To configure the social media profiles and property statuses you would like to auto-post, click Setting > Triggers & Profiles.

Switch between property statuses at the top of the Auto-Post Profile window. Check or uncheck the boxes next to the profile under each status type to enable or disable auto-posting. 

You can control which types of properties auto-post using the Property Filter tool in My Listings or Office Listings. 

Set Your Listing Auto-Post Captions

There are two caption options for listing auto-posts: status-based templates and AI-generated. 

To set up your captions, click on Settings in the bottom left-hand corner, then Default Captions. 

 You can choose between templated captions that you write or AI-generated captions. 

AI-generated captions are dynamic and adapt to each listing. They are optimized for engagement and social media length. 

Create a Post

Click on the blue +New button on any tab in Social Studio to enter the post creator. You can also 

This will take you to the Create a Post screen, where you can craft content with Social Agent or type your own post. 

Social Agent will generate 2-3 post options for you to choose from. You can also continue to refine the post options using the chat or the enhancement buttons.

Once you are happy with one of the recommendations, click the Use It button to bring the content into your post editor. 

If you have a post idea that needs refinement, you can click the Create a Post button and start having a conversation about the post you want to make. Social Agent will generate post options, complete with hashtags or relevant URLs, for you to choose from. 

You can also manually create post content using the Edit Post section.

FAQs
 

Q: I have a 3-seat account. If I buy Social Agent on 1 Lofty seat, is that access shared with my two other Lofty seats? 
A: It is not shared.

Q: It says you can connect six social media profiles. What does it mean?

A: It means you can link up to six different social media accounts to your Social Studio dashboard. These can include accounts from supported platforms such as:

• Facebook Pages
• Instagram Business accounts
• Twitter profiles
• LinkedIn profiles
• Youtube profiles
• Google Business Profile

Q: Can I have more than 6 social media profiles?

A: The Social Ag package allows users to connect 6 social media profiles. If you need more, you can purchase through the Marketplace>Lofty Products> Branding and Marketing> Social Studio.
($2 per extra profile)

 

Questions?

If you have any questions regarding this topic or any others, please reach out to our Support Team via email at <support@lofty.com>, by phone at 1 (855) 981-7557, or by chat with us through your Lofty CRM.

Related terms: Social Agent, social media profiles