Instagram & Facebook content guide for the Strata team. Every post is a reflection of the brand.
This playbook is the reference guide for everyone who creates, approves, or posts content on behalf of Strata. It covers content strategy, posting schedule, approval workflow, caption writing, and fair housing compliance.
Strata's social media should feel like Strata itself — expert, personal, warm, and rooted in Las Vegas.
Monday–Friday: 10–11 AM Las Vegas time · Avoid after 6 PM or weekends unless time-sensitive
Every Strata caption should feel professional, warm, and knowledgeable — never salesy or pushy.
| Post Type | Formula | Example Opening |
|---|---|---|
| Market Update | Stat + meaning + CTA | "The Las Vegas market this week — here's what it means for you." |
| Just Listed | Highlight + features + DM CTA | "Now available in [Neighborhood] — [X] bed, [X] bath." |
| Just Sold | Congrats + brief story + pride | "Congratulations to our clients — keys in hand, chapter closed." |
| Community | Local insight + connection | "One of our favorite things about [Neighborhood]? [Feature]." |
| Education | Hook question + tips + CTA | "Thinking about buying in 2026? Here's what most people don't know." |
| Lead Capture* | Bold stat + hook + CTA | "[Number] price reductions this week. Comment LIST." |
| PM / Landlord | Pain point + solution + CTA | "Managing your rental alone? Here's what landlords wish they knew." |
| Relocation | CA vs. NV contrast + CTA | "Why are so many CA families choosing Las Vegas?" |
| Testimonial** | Client quote + outcome + CTA | "We always knew exactly what was happening." — The Martinez Family |
* Lead capture: get prospects to comment or DM so the Broker can follow up.
** Testimonial: written client permission required. Post 1–2x per month on Wednesdays.
Always: Professional · Warm · Knowledgeable · Local · Trustworthy
Never: Pushy · Salesy · Unprofessional · Exaggerated
Hashtags: 5–10 per post · #LasVegasRealEstate #StrataRealEstate #SWLasVegas
Testimonial hashtags: Add #ClientLove #HomeOwner #LasVegasHomes
Fair Housing: Never reference race, religion, national origin, sex, disability, or familial status.
Fair housing compliance is non-negotiable in every piece of Strata content. Violations can result in federal complaints, fines, and loss of license.
All Strata posts must include the Equal Housing Opportunity logo or statement where required by Nevada real estate advertising regulations. When in doubt — include it.
| # | Template | Design Notes |
|---|---|---|
| 01 | Market Update | Navy background · Gold headline · Weekly stat + insight |
| 02 | Just Listed | Deep navy + gold accent · Property photo · Key features |
| 03 | Just Sold | Full navy · Sold overlay · Congratulations message |
| 04 | Community Spotlight ★ | Powder Blue background · Neighborhood photo · Local story |
| 05 | Education Post ★ | Powder Blue background · Tip headline · Body copy + CTA |
| 06 | Relocation | Navy + periwinkle · CA→NV theme · Las Vegas benefits |
| 07 | Lead Capture | Navy dominant · Bold stat · Clear comment CTA |
| 08 | Property Management | Periwinkle background · PM benefits · Landlord CTA |
| 09 | Client Testimonial | Navy background · Large quote mark · Client quote · Gold accents |
★ Powder Blue (#EEF0F5) is the preferred background for community, lifestyle, and education posts.
The Strata Color Cascade — Use in this order for multi-element designs:
Headings: Georgia (Canva alternative: Playfair Display)
Labels & UI: Arial (Canva alternative: Lato)
Never use other fonts in Strata posts or materials.
| Metric | What to Track | Target |
|---|---|---|
| Posts Published | Total feed posts and stories | 20–22 per month |
| Follower Growth | Net new followers — Instagram & Facebook | Positive month over month |
| Engagement Rate | Likes + comments + saves ÷ followers | 3–5% or higher |
| DM Leads | DMs indicating buyer/seller interest | Track all, report to Broker |
| Top Posts | 3 highest-performing posts by reach | Note what worked and why |
| Email Campaigns | Brevo open rate, click rate, unsubscribes | 25%+ open rate target |