This article explains:
What AI Social Media Manager posts
How design, captions, and branding work
How to control your settings
Posting schedules and behaviors
Token expiry and troubleshooting
Who is responsible for the content
✅ What Does AI Social Media Manager Post?
AI Social Media Manager posts two types of content:
1. Playbook Posts (Listing-Based)
Automatically generated when a listing status changes (e.g. Just Listed, Under Contract, Just Sold). These include:
Property highlights
Branded visuals
Social media captions written by Xara AI
Scheduled across your social media channels
Note: Playbooks only run automatically if you're connected to your MLS. You can still manually run a Playbook at any time.
2. Expert Industry Content (Evergreen + Seasonal)
AI Social Media Manager also creates one high-quality post per day covering:
Real estate tips (homebuyer tips and tricks, agent expertise, etc)
Market insights
Lifestyle and design inspiration
Holidays and events
These posts keep your feed active and engaging even when listings are quiet.
🎨 Who Designs and Writes the Posts?
Your AI Social Media Manager handles everything. From topic selection and post creation, to ensuring everything is posted at optimal times.
Images are designed by professional graphic designers and customized for each platform.
Branding is auto-applied using your SmartFields like name, company, phone number, etc.
Captions (post text) are written by professionally trained Xara AI, tailored to match your tone.
Tone and personality come from your AI Social Media Manager Profile Settings, which you can fully customize.
No design or copywriting experience needed.
🔄 How Posting Works
You can turn AI Social Media Manager on or off per channel at any time.
After it’s turned on, it will start posting the Expert Industry Content daily. And the next time a Playbook is generated, it will start posting Playbook content.
For each Playbook, there is a 1-hour delay before the first post is made. After that, Playbook content is posted one at a time, every 8 hours.
Multiple Playbooks (e.g., for different listings) post in parallel—no delays between them.
If a newer Playbook is triggered for the same listing, the older one is canceled and replaced.
Example:
If a Just Listed Playbook starts posting and the listing changes to Under Contract, the remaining Just Listed posts are skipped and replaced by the Under Contract ones.
Platform-Specific Posting
Playbook posts can be limited to a target platform (Facebook, Instagram, LinkedIn, etc.) depending on the template setup. In general, they will be posted to all channels you have enabled the AI Social Media Manager for.
✏️ Can I Edit Before Posting?
The posts are generated to be fully post-ready, so you don’t need to edit them. If you do want to edit the Playbook posts, you can go to My Listing in Xara, find the listing and the document you want to edit, and then edit it. However, you cannot edit Expert Industry Content.
Edit the design before a post goes out—your version will be published.
If you edit after a post is published, the changes will not affect the already-posted content.
If you’re editing right when a post is scheduled, the last saved version is posted.
Note: You cannot edit the design of an Expert Industry Content Post. You also cannot edit the caption before the post goes out.
⚠️ Reconnecting Social Media Accounts
Facebook and Instagram require periodic re-authentication for security. This is known as token expiry.
When will this happen?
Occasionally, the token expires over time
If you change your password
If permissions are manually revoked
What happens?
AI Social Media Manager stops posting
You'll receive an alert to reconnect
How to fix it?
You’ll receive an Email from Xara to reconnect your social account. Click on the link in the Email to reconnect, which takes just a few seconds.
👩💼 Who Is Responsible for the Content?
AI Social Media Manager uses the latest data from:
Your MLS connection
Your social media settings
Your Profile tab (tone, branding)
Your edits, if any
While AI is highly accurate, mistakes can happen. It’s important to:
Keep your MLS data up to date
Review your Profile settings
Check the generated content if needed
Ultimately, you are responsible for verifying your information and ensuring it reflects your brand accurately.
🧠 Summary – What You Need to Know
Feature | Description |
Types of Content | Listing posts (Playbooks) + daily industry posts |
Design & Captions | Pro-designed + AI-written, fully branded |
Customization | Edit anything before posting, tone set in Profile |
Posting Behavior | 1-hour delay on first post, 8-hour spacing between Playbook docs |
Channel Control | Turn posting on/off per channel at any time |
Multiple Listings | Posts from different listings run in parallel |
Edits After Posting | No changes after content is published |
Reconnection Needed | Required every ~60 days due to token expiry |
Responsibility | You own your data; review settings and edits |
💬 Need Help?
We’re here to make marketing easy. If you have questions or need to reconnect your accounts, contact support using the chat button in the bottom right corner.