Social Media Playbook

Gilchrist & Company — Content Strategy & Posting Framework
Prepared June 2026  ·  Facebook Marketplace · Facebook Groups · Instagram Reels
Executive Summary
Strategic context and top-line recommendations

Bottom Line Up Front

Gilchrist & Company operates in a high-competition, algorithm-policed environment where posting too frequently is as damaging as posting too infrequently. The primary risk is not reach — it is account suppression or removal triggered by spam signals. This playbook establishes safe cadences, platform-specific guardrails, and a weekly content calendar that maximizes lead generation while staying inside each platform's enforcement threshold.

Quality Over Volume

One high-quality listing post outperforms five mediocre ones. Platforms reward engagement rate — shares, saves, replies — not raw post count.

Vary Every Post

Same image, same caption, same property across multiple groups in a short window is the #1 spam trigger. Rotate copy, rotate lead photos, vary the angle.

Engage, Don't Just Broadcast

Accounts that only post and never comment or respond look like bots. Comment on 2–3 posts per group per week to build trust signals.

Never Delete and Repost

On Facebook Marketplace, edit the existing listing rather than deleting and reposting the same property. Delete/repost patterns trigger duplicate content flags.

Platform Analysis
Cadence, risk factors, and guardrails by platform
🏪

Facebook Marketplace

1/unit/day max
Safe posting cadence1 active listing per unit
Refresh frequencyEdit listing every 3–5 days
Max active listingsAll vacant units simultaneously
Response time target< 5 min (Megan handles)
🚨 Spam triggers — avoid these
Delete & repost same unit Identical photos across listings Price changes more than 2×/week Multiple accounts, same address
✅ Guardrails — always do these
Edit existing listing to refresh Respond to every inquiry fast Use all 20 photo slots Accurate price — no bait & switch
👥

Facebook Groups

2 posts/week total
Safe posting cadence1 post per group per week
Max groups to post in4–6 groups (2–3 per region)
Minimum group tenure30+ days as member before posting
Copy variation requiredYes — never copy-paste between groups
🚨 Spam triggers — avoid these
Same post to 3+ groups same day Posting before 30 days membership No engagement (post only, never comment) Off-topic listings in community groups
✅ Guardrails — always do these
Rotate which property per group Vary copy & lead photo each post Comment on 2–3 group posts/week Follow each group's posting rules
📸

Instagram Reels

3–4 Reels/week
Safe posting cadence3–4 Reels per week
Optimal post timesTue/Wed/Thu · 11am–1pm or 7–9pm CT
Reel length (sweet spot)15–30 seconds
Hashtags per post5–8 targeted (not 30)
🚨 Spam triggers — avoid these
30 hashtags (shadowban signal) Posting same video twice Going dark for 2+ weeks then spiking Watermarked TikTok reposts
✅ Guardrails — always do these
Original footage — no stock video Consistent weekly schedule Mix property tours + area lifestyle Reply to every comment within 24h
Platform Risk Matrix
Relative risk of account action by behavior type — prioritize avoiding HIGH risk behaviors
Behavior Platform Risk Level Consequence Mitigation
Delete + repost same listing Facebook Marketplace HIGH Listing removal, account flag Edit existing listing instead
Cross-posting identical copy to 4+ groups same day Facebook Groups HIGH Post removal, posting ban Stagger by 48h, vary copy each time
Using 20–30 hashtags on Reels Instagram MEDIUM Shadowban — reduced reach Limit to 5–8 highly relevant tags
No engagement (never comment or reply) All platforms MEDIUM Algorithmic suppression Reply to inquiries, comment 2×/week
Posting in groups before 30-day membership Facebook Groups MEDIUM Post rejected, potential ban Join now — post in 30 days
Irregular posting (long gaps then bursts) Instagram LOW Reduced algorithmic distribution Consistent 3–4×/week schedule
Inaccurate listing price or details Facebook Marketplace HIGH User reports → listing removal Keep listings accurate; update immediately
Weekly Content Calendar
Recommended posting schedule — rotate properties each week to avoid repetition signals
MON
🏪 Marketplace refresh — edit 2 listings (update photos or description) 📸 Instagram Reel — property tour (15–30s, no music license needed)
TUE
👥 FB Group post — Property A (Dallas group) 📸 Instagram Reel — neighborhood lifestyle (coffee shop, park, walkability)
WED
🏪 Marketplace — post any new vacancy immediately 💬 Engage: comment on 2–3 group posts; reply to all DMs
THU
👥 FB Group post — Property B (Temple/Central TX group) 📸 Instagram Reel — feature reel (before/after, unit highlight)
FRI
🏪 Marketplace refresh — edit remaining active listings 📸 Instagram Reel — social proof or FAQ ("What's the application process?")
SAT
💬 Respond to weekend Marketplace inquiries (Megan handles auto)
No new posts — let the week's content work
SUN
Rest day — plan next week's content, check analytics
Recommended Content Mix (Instagram)
Balance keeps the algorithm happy and builds an audience beyond just people actively searching
Tenant testimonials (with permission), "just leased" announcements
Content Type % of Posts Examples Goal
Property Tours 40% Walkthrough Reel, room-by-room highlight, before/after Direct lead generation
Neighborhood / Lifestyle 25% "What's it like living near Temple TX?" · Coffee shops, parks, employers Top-of-funnel reach & trust
Educational / FAQ 20% "What does 3× rent mean?" · "How fast can you move in?" · Application tips Positions John as the expert
Social Proof 15% Trust & urgency signals
Companion Deliverable
Facebook Groups Scoring Matrix — McKinsey-Grade Group Selection by Region
5-criteria weighted matrix · Top 4 groups per region · Exclusion rationale · 30-day action plan
View Matrix →
Immediate Action Items
What to do this week to execute this playbook
#ActionOwnerTimeline
1Join all target Facebook Groups — do not post for 30 days (clock starts now)John / BrockThis week
2Audit all active Marketplace listings — ensure accurate pricing, full photo set (20 photos)JohnThis week
3Film 4 property tour Reels (one per vacant unit) — 15–30s walkthroughs, natural lightJohnThis week
4Set up Instagram business account for Gilchrist & Company (if not already active)John / BrockThis week
5Begin posting to Instagram on the Mon/Tue/Thu/Fri schedule aboveBrock (schedules)Next Monday
6Replace delete+repost habit with edit+refresh on all Marketplace listingsJohnImmediately