Session 01
Urban Deca Towers Cubao
Thursday, July 2, 2026
10:00 AM – 12:00 NN
Cubao, Quezon City
Training Proposal
Social Media Foundations for Real Estate Sales.
Understanding Algorithms, Content, and Online Visibility.
A foundational face-to-face workshop designed to help Urban Deca sales agents understand how social media platforms distribute content, what influences online visibility, and how to create content that is more relevant to potential property buyers.
- Prepared for
- Urban Deca Sales Teams
- Prepared by
- Franco Rafael
Session 02
Urban Deca Homes Batangas
Tuesday, July 7, 2026
10:00 AM – 12:00 NN
Batangas City
The same core workshop will be delivered to two separate Urban Deca sales teams.
Engagement Overview
Building the foundations before chasing the trends.
Social media platforms, content formats, and trends change constantly. However, the fundamental principles behind audience relevance, content distribution, attention, and engagement remain essential.
This workshop will help participants understand what happens after they publish a post, why some content reaches more people than others, and how they can make better content decisions without relying solely on trends, viral hacks, or paid promotion.
The session will use practical examples relevant to property sales and the day-to-day experiences of real estate sales agents.
01
Understand the System
Learn how social media platforms select, rank, and recommend content to individual users.
02
Create with Purpose
Move beyond repetitive property advertisements by creating content based on real buyer interests, questions, and concerns.
03
Build Consistent Visibility
Understand the habits and content principles that support sustainable organic reach and buyer trust.
Objective
Workshop Objective.
To equip Urban Deca sales agents with foundational knowledge of how social media platforms work, why certain content receives more visibility than others, and how to create clear, relevant, and credible content for prospective property buyers.
Participants should leave the workshop with a practical framework they can apply when planning, creating, publishing, and evaluating future social media content.
Format
Two-hour face-to-face workshop.
- 10 min10 min
01Introduction and Context
The role of social media in the modern property buyer journey and how online visibility supports relationship building, trust, and sales conversations.
- 15 min15 min
02Social Media Fundamentals
The difference between posting, social media marketing, social selling, organic reach, paid reach, and content discovery.
- 35 min35 min
03Understanding Social Media Algorithms
How platforms select, rank, test, and recommend content based on user interests, behavior, relationships, and content performance.
- 20 min20 min
04Understanding the Major Platforms
The different roles of Facebook, Instagram, and TikTok, including their primary content formats and discovery mechanisms.
- 25 min25 min
05Content Foundations for Property Sales
How to identify the intended buyer, establish useful content pillars, and structure content using a hook, value, proof, and call to action.
- 10 min10 min
06Practical Content Exercise
Participants will develop a property-related content concept using the frameworks discussed during the workshop.
- 5 min5 min
07Questions and Key Takeaways
Final questions, clarification, and a recap of the principles participants can immediately apply.
Detailed Topics
Proposed Workshop Outline.
The Role of Social Media in Property Sales
- How prospective buyers use social media to discover and research properties
- Social media as a trust-building and relationship-building channel
- The difference between posting, marketing, and social selling
- Awareness, consideration, inquiry, and conversion
- Why every post should not look like a digital property flyer
- The role of an agent's personal brand in influencing buyer confidence
Understanding Social Media Algorithms
- What a social media algorithm is
- Why platforms do not automatically show every post to every follower
- How platforms select and rank possible content
- How content may initially be tested with a smaller audience
- How audience response can increase or limit further distribution
- The difference between follower-based distribution and recommended content
- The difference between organic reach, paid reach, and search-based discovery
- Why algorithms are personalized for each user
- Why there is no single universal trick that guarantees reach
In simple terms
A social media algorithm is a system that helps a platform decide what content is most likely to be relevant or interesting to each individual user.
Important Content and Ranking Signals
- Topic relevance
- Previous user interactions
- Account and audience relationships
- Watch time
- Audience retention
- Likes
- Comments
- Shares
- Saves
- Direct messages and conversations
- Whether users stop scrolling or immediately skip
- Content recency
- Content originality
- Content quality
- Negative feedback, hiding, or reporting
- Consistency of subject matter and audience relevance
How distribution unfolds
- 01Content is published
- 02Platform identifies the subject
- 03Possible audience is selected
- 04Audience behavior is observed
- 05Distribution expands or slows down
How Facebook, Instagram, and TikTok Differ
Facebook.
- Personal profiles
- Pages
- Groups
- Feed posts
- Stories
- Reels
- Community conversations
- Referrals and relationship-based visibility
- Local and community-driven property marketing
Instagram.
- Feed posts
- Stories
- Reels
- Explore
- Search
- Visual branding
- Educational carousels
- Short-form videos
- Personal credibility and lifestyle presentation
TikTok.
- Interest-based discovery
- The For You feed
- Strong opening hooks
- Watch time and retention
- Educational and entertaining short-form content
- The opportunity for smaller accounts to reach audiences beyond their existing followers
The best platform is not simply the one with the largest audience. It is the platform where the intended buyer is present and where the agent can consistently create appropriate content.
Content Foundations for Property Sales Agents
Intended audiences
- First-time homebuyers
- Young professionals
- Starting families
- OFWs and family-supported buyers
- Property investors
- Renters considering home ownership
Buyer concerns
- Affordability
- Financing
- Monthly payments
- Location
- Accessibility
- Space
- Security
- Property management
- Investment potential
- Reservation and purchasing processes
Recommended content pillars
- Property information
- Unit features
- Location and accessibility
- Lifestyle and community
- Homebuying education
- Financing and affordability
- Frequently asked questions
- Buyer concerns and misconceptions
- Testimonials and buyer stories
- Agent credibility and expertise
- Behind-the-scenes activities
- Property tours
- Updates and announcements
A Simple Framework for Creating Content
Step 01
Hook
Give the intended audience a clear reason to stop scrolling and pay attention.
Step 02
Value
Provide useful, relevant, interesting, or educational information.
Step 03
Proof
Support the message through an explanation, example, demonstration, experience, testimonial, or visual.
Step 04
Call to Action
Clearly communicate the next appropriate action, such as asking a question, sending a message, saving the post, or scheduling a property viewing.
Sample property-related hooks
- “Before deciding that you cannot afford a condo, check these three numbers first.”
- “Here is what a first-time buyer should prepare before requesting a property computation.”
- “Buying a condo near your workplace may cost less than you think when you consider these expenses.”
- “Not every affordable condo is a good investment. Here are three things to check.”
- “What can your monthly budget realistically get you in this location?”
Practical Exercise
From buyer question to content concept.
During the workshop, participants will apply the foundational concepts by developing one content idea based on a real property buyer’s question, concern, or goal.
- Step 01
Select one target buyer.
- Step 02
Identify one question or concern that buyer commonly has.
- Step 03
Choose the most suitable social media platform and content format.
- Step 04
Develop a hook and key message.
- Step 05
End with a clear and appropriate call to action.
Participant output
Each participant should leave with at least one structured social media content concept that can be further developed into a post, carousel, Story, Reel, or TikTok video.
Learning Outcomes
What the team can expect to learn.
Immediately after the session, participants should have a stronger understanding of how social media works and a clearer process for developing content.
01
Explain How Algorithms Work
Participants will be able to explain, in practical terms, why platforms show different content to different users.
02
Identify Important Ranking Signals
Participants will understand how relevance, engagement, watch time, retention, relationships, originality, and negative feedback can affect content visibility.
03
Differentiate Types of Reach
Participants will be able to distinguish follower reach, recommended content, search-based discovery, organic visibility, and paid promotion.
04
Choose the Right Platform and Format
Participants will have a clearer understanding of when to use Facebook posts, Groups, Stories, Instagram carousels, Reels, and TikTok videos.
05
Understand the Intended Buyer
Participants will be able to connect their content ideas with specific buyer goals, concerns, questions, and stages of the buying journey.
06
Establish Relevant Content Pillars
Participants will be able to identify repeatable property, educational, lifestyle, credibility, and buyer-focused content themes.
07
Structure Content More Effectively
Participants will be able to use the hook, value, proof, and call-to-action framework when developing social media posts and videos.
08
Evaluate Content Before Publishing
Participants will have a practical checklist for determining whether a content idea is clear, relevant, useful, credible, and appropriate for the intended audience.
09
Develop a Practical Content Concept
Each participant will create at least one structured content idea during the workshop.
10
Avoid Common Content Mistakes
Participants will understand why repetitive advertisements, unclear messaging, misleading hooks, low-quality recycled content, and irrelevant trends may weaken performance and credibility.
Investment
Professional investment.
The investment covers the development and delivery of one customized foundational workshop conducted for two separate Urban Deca sales teams.
| Item | Amount |
|---|---|
Workshop development, customization, and training materials Development of the workshop structure, presentation deck, real estate-related examples, participant exercise, and digital training materials. | ₱11,000 |
July 2 training facilitation Two-hour face-to-face workshop for the Cubao sales team. | ₱2,000 |
July 7 training facilitation Two-hour face-to-face workshop for the Batangas City sales team. | ₱2,000 |
Cubao travel and logistics Transportation, fuel, parking, and related on-site logistics. | ₱1,500 |
Batangas travel and logistics Transportation, tolls, fuel, parking, travel time, and related on-site logistics. | ₱3,500 |
Total Total Professional Fee | ₱20,000 |
What's Included
Included in the engagement.
- Development of the foundational social media workshop
- Customization of examples for property sales and Urban Deca agents
- Two face-to-face training sessions
- Two hours of facilitation per session
- Presentation deck
- Practical participant exercise
- Question-and-answer portion
- Digital copy of the training materials
- Travel and logistics for both locations
- Minor topic adjustments based on the teams' experience levels and needs
Client-Provided Requirements
Venue and equipment.
Urban Deca will provide the training venues and the equipment required to conduct the sessions effectively.
- Appropriate training room
- Television, LED display, or projector
- HDMI connection or an appropriate laptop adapter
- Reliable electrical outlets
- Audio equipment if required by the room size
- Seating and tables appropriate for the participants
- Final participant count before each session
- On-site contact person for venue coordination
Let's Begin
Building better social media decisions starts with understanding how the platforms work.
This workshop will give the Urban Deca sales teams a practical foundation for understanding social media distribution, developing more relevant property content, and communicating more effectively with potential buyers online.