Introduction

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

• The four tabs at a glance
• Today: your action list
• Posts: your full record
• Topics: what Social Agent can post about
• Brand: your accounts and voice

You can find Social Agent in Marketing > Social or Copilots > Social Agent. Social Studio is broken up into 4 tabs - Today, Posts, Topics, and Brand.

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

The four tabs at a glance

Social Agent opens on Today by default.

• Today — Everything waiting on you, plus what's going out next. This is where you approve drafts.
• Posts — Your full history: everything scheduled and everything already published, with results.
• Topics — What Social Agent is allowed to post about: your listing rules and content subjects, as cards.
• Brand — Your connected accounts, how Social Agent writes, active topics, and your subscription.

Today: your action list

Today shows everything Social Agent has drafted for you, grouped by day: Today, Tomorrow, then upcoming dates. Each day shows a few cards at a glance, with a Show all option for the rest. Posts you write yourself skip this tab and go straight to Posts.

Drafts without a scheduled time, such as a finished listing video, or a listing post from a topic set to wait for your approval, show up here too, with a note on what triggered them and when they'll send.

What you can do with a draft

Find these under the … menu on each card.

If a social channel disconnects

You'll see a banner at the top of Today with a link to reconnect. Only posts going to that channel are affected — everything else keeps posting normally. If a post only targets the disconnected channel, it won't go out until you reconnect.

Your performance, at a glance

The right side of Today shows:

• Last 7 days — impressions, engagements, new leads, and posts published, each compared to the previous 7 days.
• Lead activities — a timeline of leads who viewed or registered from one of your posts, linking straight to the lead record and the post itself.

Worth knowing about these numbers:

• Engagements means likes, comments, and link clicks. We can't collect share counts from any platform, so shares aren't included.
• Likes, comments, and impressions are only reported by Facebook, Instagram, and YouTube (impressions: Facebook and Instagram only). Other channels show 0 for these.
• Link clicks are tracked on every channel, based on visits to your post's landing page.
• Follower counts aren't shown anywhere — we don't collect that data.

Posts: your full record

Use the Posts tab to view posts that have gone out and review post activity like comments and likes.

Topics: what Social Agent can post about

Topics brings your listing rules and content subjects together as cards you can turn on, configure, or remove. You'll see eight cards, plus a Custom card which is Coming soon.

Configuration Options:

• Removing a topic only pauses it — your triggers, channels, filters, watch list, and caption templates are all kept. Turn it back on and everything is exactly how you left it.
• How listings move through the system — a listing matching your My or Office filter gets its go-live post automatically, then moves into Monitored Listings for its later moments (price changes, sale, etc.). You never add it by hand; your watch list shows how each listing got there.

Publishing mode

Every topic has a publishing mode, which simply answers whether you want to review a post before it goes out.

Change a topic's publishing mode any time from its Configure panel. These defaults match how things already work today, so your posting behavior won't change on launch day unless you choose to change it.

Brand: your accounts and voice

• Social Profiles — connect, reconnect, or add a channel. Available on every plan.
• Your last 30 days — posts published, drafts written (and how many you approved), and engaged leads.
• Custom instructions — up to 500 characters describing how you want Social Agent to write. Takes effect on the next generation cycle.
• Topics currently running — a quick summary of what's active (edit topics themselves from the Topics tab).
• Guardrails — Coming soon. Content-safety checks keep running behind the scenes.
• Subscription — open from the Subscription button in the page header. See your plan, status, and next billing date, or cancel and resume.

What's included on each plan

A locked topic still shows its thumbnail and schedule — you'll just see an Unlock button instead of the usual controls. You can always open and read a draft, even on a plan where you can't approve it.

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.