Florida agents post more video than almost anyone in US real estate, especially in Miami and South Florida, where luxury, pre-construction and international buyers live on Instagram. But every post that markets your services is still a real estate advertisement under Florida law. Get the basics right once, build them into your profile and templates, and you can post freely.
The short answer: Florida Administrative Code rule 61J2-10.025 says all real estate advertising must make it clear people are dealing with a licensee, and must include the licensed name of your brokerage firm. If your personal name appears, at least your last name must be used as registered with the Florida Real Estate Commission (FREC). Online, the brokerage name must sit next to, or immediately above or below, your contact information.
Note: this is general information based on the rule text as published on 12 November 2026, not legal advice. Your broker is responsible for your advertising, so confirm anything unclear with them.
What Florida’s advertising rule says
| Rule 61J2-10.025 says | What it means on social media |
|---|---|
| All advertising must make reasonable people know they are dealing with a real estate licensee | Your profile and marketing posts should make it obvious you are a licensed agent, not a private seller or influencer |
| All real estate advertisements must include the licensed name of the brokerage firm | Put your brokerage name in your bio, and on listing graphics and video end cards |
| When your personal name appears, at least your last name must be used as registered with FREC | Use the name on your license, not only a nickname or handle |
| On the Internet, the brokerage name must be adjacent to, or immediately above or below, your point of contact information (phone, email, address) | Wherever your phone, email or “DM me” contact details appear, the brokerage name sits right next to them |
Florida Realtors publishes a plain-English summary of these rules: Advertising Laws for Realtors in Florida.
A 6-point compliance checklist for your social accounts
- Bio: your registered name, “Realtor®” or “Licensed real estate agent”, and your brokerage name.
- Contact block: brokerage name directly next to your phone number and email on Instagram, Facebook, TikTok and YouTube.
- Listing posts and Reels: brokerage name on the cover or end card, and in the caption.
- Link-in-bio page: brokerage name next to your contact details there too.
- Team names: follow your brokerage’s policy on how team names and the firm name appear together.
- Templates: build the brokerage name into your Canva or editing templates so nobody forgets it under pressure.
Fair housing rules apply too. Describe properties and neighbourhoods, not the kind of people who should live there.
What Miami and South Florida agents should post
Listings show what you have. Authority content shows why someone should hire you. Mix both:
| Video type | Example for South Florida |
|---|---|
| Market explained | “What’s actually happening with Miami condo prices this quarter, in 45 seconds” |
| Neighbourhood guide | “Brickell vs Edgewater: who each one suits” |
| Pre-construction explained | “How deposit schedules work on a Miami pre-construction condo” |
| International buyers | “Buying in Miami from abroad: the steps and where people get stuck” |
| Costs nobody mentions | “HOA fees, insurance and special assessments: what to check before you buy” |
| Proof | A real deal story, shared with your client’s permission |
For a full platform comparison, see the best social media for real estate agents, and for the video side, our real estate video marketing playbook.
A weekly plan that fits around showings
| Day | Video |
|---|---|
| Monday | Market explained |
| Tuesday | Neighbourhood guide |
| Wednesday | Listing video (brokerage name on screen and in caption) |
| Thursday | Buyer or seller question answered |
| Friday | Deal story or behind the scenes |
Record them in one sitting from prepared scripts. Here’s how to batch-record a week of short videos. Then turn viewers into conversations with a comment keyword and an automatic DM; see Instagram lead generation.
Common mistakes Florida agents make
- No brokerage name in the bio or anywhere near contact details.
- Using only a nickname or handle instead of the registered name.
- Listing Reels with no brokerage name on screen or in the caption.
- Only posting listings, so nobody learns why to choose you.
- No next step, so interested viewers never message you.
Want it done for you?
HustleGrowthz runs short-form video for real estate agents and brokers. We research your market, write 30 scripts a month in your voice, edit and publish on Instagram, TikTok, YouTube Shorts and Facebook with your brokerage details built into every template, and set up DM automation that qualifies buyers and sellers. You record for about an hour a week. It costs $999 a month or $5,999 a year (pricing). See real estate social media management or book a free strategy call.
Sources
Fla. Admin. Code R. 61J2-10.025 (Advertising), via Cornell LII; Florida Realtors: Advertising Laws for Realtors in Florida. Both accessed 12 November 2026. This article is general information, not legal advice.
Frequently asked questions
Do Florida real estate agents have to put their brokerage name on social media?
Yes. Florida rule 61J2-10.025 says all real estate advertisements must include the licensed name of the brokerage firm, and online the brokerage name must be placed adjacent to, or immediately above or below, the point of contact information.
Is an Instagram post an advertisement in Florida real estate?
A post that markets your real estate services or a property is advertising. The rule requires that people can tell they are dealing with a licensee and that the brokerage name is included.
Can I use a nickname on my real estate Instagram in Florida?
When your personal name appears in an advertisement, at least your last name must be used as registered with the Florida Real Estate Commission. A handle is fine, but make sure your registered name and brokerage name appear in your profile.
What should Miami real estate agents post on Instagram?
Mix listing videos with authority content: market updates explained, neighbourhood comparisons, pre-construction explainers, guidance for international buyers, costs like HOA fees and insurance, and client stories shared with permission.