Realtor social media: Scottish listing video wording

What to take away

What a Scottish Home Report must contain and who commissions it

The Home Report is the document that separates Scottish listing work from the rest of the UK. It is required for most residential properties marketed for sale in Scotland, and it must be available before the property goes live.

Here, “realtor social media” is a search phrase; the relevant Scottish roles are estate agents and solicitor estate agents. “Realtor” is a US/Canadian term, not the usual Scottish professional title.

The seller commissions it. The agent does not order it on the seller's behalf by default, and a creator working for the agent has no standing to commission or amend it. That matters when a video is scheduled and the report has not arrived.

Property law is devolved, but the Home Report requirement is set out in the Housing (Scotland) Act 2006. The Scotland Act 1998 established the Scottish Parliament and the devolved framework; the Home Report's content and availability are prescribed by the Home Report (Scotland) Regulations 2008.

The Postal Services Act 2011 does not govern Home Reports and should not be cited as authority for property-listing disclosures. For a creator, the practical point is simple: use the Scottish rules that apply to the campaign.

The Scottish Acts feed can help you locate legislation, but name the governing sources in your compliance notes: the Housing (Scotland) Act 2006 and the Home Report (Scotland) Regulations 2008.

The statutory Home Report has three components: the single survey, the energy report, which includes the Energy Performance Certificate (EPC), and the property questionnaire. Keep those components distinct when describing the report in a video or caption.

The seller pays the surveyor. For video planning, the key point is that the report is a seller-commissioned document with a named owner, not a resource the marketing team can edit.

The offers over system and how it changes a listing video's wording

Offers over is a marketing convention. The seller sets a figure, usually below the expected sale price, and invites offers above it. It is not a reserve, not a minimum and not a guarantee that any offer will be accepted.

A video that says "offers over £250,000" is stating the marketing position. A video that says "yours for £250,000" is making a claim the seller has not authorised and the agent cannot support.

That distinction changes the script. Say "offers over" exactly as the schedule says it, then stop. Do not add "but it will go for more", and do not add "a bargain at this level". Both invite trouble.

Closing dates are the other moving part. When enough note of interest is registered, the agent can set a closing date, and the property stops accepting offers after it. A video filmed on Monday can be out of date by Friday.

So build expiry into the format. Record the wording as a separate, replaceable segment, and keep the property tour free of price references. That way a closing date announcement does not require a reshoot.

Fixed price and offers around are different again. Fixed price means the seller will accept that figure; offers around is softer than offers over. Mixing the three in one caption is the most common error in Scottish listing content.

Keep the video tied to the seller's current schedule. Do not add a guide-price range or present the marketing figure as the surveyor's valuation.

ESPC listing culture in Edinburgh and Glasgow

The ESPC is the dominant listing platform in Edinburgh and the surrounding area, and it shapes how schedules are written and how buyers behave. Glasgow has its own solicitor estate agent culture, and the Glasgow Solicitors Property Centre (GSPC) is a local listing platform.

The practical difference for a creator is the schedule. In Edinburgh, the ESPC schedule wording is often the reference text, and buyers expect the Home Report to be requestable through the listing. In Glasgow, check whether the information is carried through the GSPC, a firm's own site or another portal.

Note of interest is the term that does most work in both cities. It is a register of buyers who have told a solicitor they may offer. It is not a bid, not a reservation and not a commitment, and a video must not imply otherwise.

Edinburgh's tenement stock brings common repairs and factoring into the questionnaire, and viewers ask about them. Glasgow's flatted properties raise the same questions about roofs, close maintenance and factoring charges.

Timing differs too. Well-presented flats in popular Edinburgh and Glasgow areas can attract a closing date within days, so the window between filming and going live is short. Plan the shoot around the schedule, not the other way round.

If your publishing plan spans both nations, keep the Scottish template separate. The signals for England property media that shape English campaigns do not transfer cleanly north of the border.

What a creator can show, and what the Home Report restricts

You can show the property. You can show the rooms, the views, the garden, the close and the street. You can state the EPC rating from the Home Report's energy report, which includes the Energy Performance Certificate (EPC).

You can say a Home Report is available on request. You can point viewers to the listing where they can request it. You can state the council tax band and the tenure.

You cannot publish the single survey in full. It is the surveyor's report, and republishing it as your own content misrepresents both its authorship and its purpose.

You cannot quote the valuation as a price. "Valued at £280,000" is a surveyor's opinion of market value, and presenting it next to an asking figure turns it into a claim the video cannot defend.

You cannot reproduce the property questionnaire wholesale. It contains the seller's declarations, and those are not marketing material. Quoting a line out of context can also mislead about condition or alterations.

You cannot imply that a Home Report is a guarantee. It is a condition report and a valuation, not a warranty, and viewers who treat it as one will be disappointed.

You cannot hide a material defect that the report identifies. If the survey flags roof or damp issues, a video that presents the property as turnkey is misleading, regardless of what the caption says.

Realtor social media scripting for a Scottish listing

Script to the schedule, not to the portal headline. The schedule is the controlled document, and everything you say should be traceable to it or to the Home Report's published facts.

Treat the job as you would any controlled release. The discipline that takes a property from intake record to live release applies directly: one version, signed off, with a clear owner.

Decide where the video lives before you write it. Choosing between owned publishing, YouTube or TikTok changes the shelf life, and a closing date can invalidate a long-form upload faster than a short one.

Misleading price claims must be assessed against the applicable consumer-protection rules: the Consumer Protection from Unfair Trading Regulations 2008 for conduct covered by them, and the current unfair-commercial-practices provisions of the Digital Markets, Competition and Consumers Act 2024. The ASA CAP Code and its property advertising rules also apply to relevant ads. Do not call a property “priced to sell” or repeat a valuation without evidence and context; the wider estate-agency work to finance picture is worth a read before you scale output.

One more habit: log the schedule version and the report date against every video. When a buyer complains that a price changed, the log answers the question in seconds.

Example: a Glasgow flat video rewritten for Home Report rules

Take a two-bedroom tenement flat in Glasgow, marketed at offers over £235,000, EPC band D, council tax band C, Home Report available on request, survey noting a shared roof in fair condition.

Here is the weak version. "Stunning two-bed in the West End. Valued at £235,000. Priced to sell. Home Report perfect. Offers over £235,000. Closing date soon." Four problems in one caption: the valuation figure is invented, "perfect" contradicts the survey, "priced to sell" is a claim about value, and "closing date soon" is unverified.

Here is the rewritten version.

"Two-bedroom tenement flat in Partick, offers over £235,000. EPC band D, council tax band C. Home Report available on request through the listing. Shared roof noted as fair in the survey. Note of interest through your solicitor. No closing date set at the time of filming."

Every line is traceable. The price matches the schedule. The EPC and council tax band come from the report. The roof line reflects the survey honestly. The closing date statement is time-stamped by the filming note.

Now the edit. The walkthrough runs without a price overlay. The price and status card is a separate ten-second segment that can be swapped when a closing date appears. The pinned comment carries the request link.

The same flat in an Edinburgh ESPC listing would follow the same structure, but the schedule wording and the request route would follow ESPC convention. The rules travel; the platform does not.

Common questions