AI Systems Instructor • Real Estate Technologist
Quick Answer: Use the HOME Framework to generate 60-second Reels scripts (140-160 words) with a 3-second hook, 3 key points, and a CTA. Batch-generate 5-7 scripts per session to have a week of content ready. Your Context Card ensures every Reel sounds like you.
Instagram Reels are the highest-reach content format available to real estate agents right now. But most agents post Reels with no script—rambling through a property tour or staring at the camera saying 'um' for 30 seconds. A 60-second Reel needs about 140 words. AI can write those 140 words in 30 seconds, give you a scroll-stopping hook, and structure the script so your message actually lands. This guide shows you how.
Real estate Reels that perform fall into 5 categories: property tours (walkthrough with narration), market insights (one stat + your take), how-to tips (educational value), myth-busting (common misconception + the truth), and behind-the-scenes (your day as an agent). Pick your category before scripting—each one has a different script structure and hook style.
Tip: Market insight and myth-busting Reels consistently outperform property tours for engagement. Property tours get views from buyers; educational content gets follows from everyone. Mix both.
The first 3 seconds determine if someone watches or scrolls. Your hook must create curiosity, state something surprising, or make a bold claim. Generate 5 hook options with AI and pick the strongest. Good hooks: 'Stop paying your buyer's agent's commission. Here's the truth.' Bad hooks: 'Hey everyone, today I want to talk about...' Your Context Card should include hook styles that match your personality.
Tip: Test hooks by reading them to a non-real-estate friend. If they say 'tell me more,' it's a good hook. If they shrug, try again.
Hero: You are a social media script writer for a real estate agent's Instagram Reels. Outcome: Write a 60-second Reel script (140-150 words) with structure: hook (3 seconds), 3 key points (45 seconds), CTA (10 seconds). Materials: Your topic, key data or talking points, target audience. Execute: Conversational, punchy sentences, written for spoken delivery (not reading), each point should be one sentence. No filler phrases.
Tip: Ask AI to write the script in 'spoken cadence'—short sentences, natural pauses, the way you'd actually talk. Written prose and spoken scripts have completely different rhythms.
Generate 5-7 Reel scripts in one session to have a full week of content. For each script, apply the OODA Loop: time it (should be 55-62 seconds), practice it once, and check that the hook actually stops scrollers. Record takes until one feels natural. Most agents need 2-3 takes—not because the content is wrong, but because delivery improves with repetition.
Tip: Film the hook separately. Do 5 takes of just the first sentence. Pick the most energetic one. Then film the rest of the script. You can splice them together in editing.
[Context Card loaded] Hero: You are a social media script writer for a real estate agent's Instagram Reels. Outcome: Write 3 Instagram Reel scripts, each 140-150 words, with hook + 3 points + CTA. Materials: Reel 1 (Myth-Busting): Myth that you need 20% down to buy a home Reel 2 (Market Insight): Nashville inventory up 12% this week, what it means for buyers Reel 3 (How-To): How to get your offer accepted in a competitive market Agent: Nashville-based, conversational and confident style Execute: Spoken cadence—short punchy sentences. Each script should feel like a confident friend explaining something, not a lecture. Hooks must create curiosity in the first sentence. CTA should be soft (comment, save, follow). No 'hey guys' or 'welcome back.'
REEL 1 — MYTH: 20% DOWN PAYMENT [HOOK - talking to camera] "You do not need 20% down to buy a home. Whoever told you that is working with outdated information." [POINT 1] "FHA loans: 3.5% down. On a $400K home, that's $14,000 instead of $80,000." [POINT 2] "Conventional loans go as low as 3% down. And if you're a veteran, VA loans are zero down. Zero." [POINT 3] "The 20% rule exists to avoid PMI—private mortgage insurance. It's about $100-200 a month. Most buyers pay it for a few years and refinance. It's not the dealbreaker people make it out to be." [CTA] "Save this for when someone tells you to wait until you have 20%. You don't have to." REEL 2 — NASHVILLE INVENTORY [HOOK - walking] "Nashville just got 12% more homes to choose from in a single week. Here's what that actually means for you." [POINT 1] "More inventory means less competition per house. Last month, homes averaged 3 offers. This week, we're seeing 1-2." [POINT 2] "Sellers are entering the market because they think spring pricing is coming. It is—but so are the buyers." [POINT 3] "The window between now and mid-March is the best negotiating position buyers have had in 18 months. More homes, fewer competing offers." [CTA] "If you're house hunting in Nashville, this is your window. Comment 'Nashville' and I'll send you this week's new listings." REEL 3 — GETTING YOUR OFFER ACCEPTED [HOOK - sitting at desk] "Three things that get offers accepted that have nothing to do with price." [POINT 1] "Pre-approval letter from a local lender. Not a national bank, not an online lender. Listing agents trust local lenders because they can call them directly." [POINT 2] "Clean offer terms. Skip the home sale contingency if you can. Skip the furniture requests. The simpler your offer, the easier it is to say yes to." [POINT 3] "Your agent's reputation. Listing agents prefer working with agents they know will close smoothly. This is the invisible advantage of hiring someone with relationships in the market." [CTA] "Follow for more tips that actually help you buy a home—not just motivational quotes about homeownership."
Post Reels at least 3 times per week. The algorithm rewards consistency. AI lets you batch-create a week of scripts in 15 minutes every Monday morning.
Use captions on every Reel. 85% of Instagram video is watched without sound. Your script becomes the caption. Generate both from the same prompt using your Context Card.
Track which hook styles get the most views. Build a 'hook library' in your Context Card with your top performers. Over time, you'll learn what your specific audience responds to.
Repurpose Reel scripts for TikTok and YouTube Shorts. Same content, different platform. AI can adapt the script length and CTA for each platform in seconds.
Starting every Reel with 'Hey guys' or 'Welcome back'
Fix: Start with the content. Your hook should be about the topic, not about greeting your audience. Save greetings for Stories. Reels need to earn attention in the first sentence.
Writing scripts that are too long for 60 seconds
Fix: 140-160 words for a 60-second Reel. Time yourself reading the script at natural speed. If it runs over 65 seconds, cut the weakest point. Three strong points beat four average ones.
Only posting property tour Reels
Fix: Mix content types: 40% educational (market insights, tips, myth-busting), 40% property content (tours, just listed), 20% personal (day in the life, behind the scenes). Educational content builds followers. Property content converts them.
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