What a listing caption has to do
A caption under a listing photo has three jobs: say what the property is, give one reason to care, and tell the reader what to do next. Most captions that fall flat skip the third. "Message me for the address" or "Open house Saturday 1 to 4" gets more replies than a paragraph of adjectives.
Lead with the fact that changes the most minds. For a first-time-buyer price point that is the price. For a remodel it is the kitchen. For an open house it is the day and time. Put it in the first line, because Instagram and Facebook cut captions off after about two lines.
Six posts every listing can get
One listing is worth more than one post. Coming soon builds a list of interested people before the sign goes up. Just listed is the announcement. An open house post goes out twice: a few days before and the morning of. A price change post reaches everyone who looked and passed. Under contract and just sold are the two that bring in the next seller, because they show a result.
The tool above writes each of the six from the same details, so the facts stay consistent from the first post to the last.
Fair housing and listing captions
In the United States, the Fair Housing Act applies to advertising, and a social media caption is advertising. The safe rule is to describe the property and never the people who should live there. "Three bedrooms and a fenced yard" is a description. "Perfect for a young family" states a preference for a kind of buyer, and that is what the law prohibits.
The ready-made captions on this page are written that way, and the paid set is instructed to follow the same rule and to leave out anything in your notes that describes a buyer. It is a writing aid, not legal advice: you are responsible for what you publish, and your broker or your state association has the final word on advertising rules where you work.