The real estate business is a highly competitive industry to be in. The key point for real estate businesses is to build connections and revisit older ones. Not only that, but selling or buying a home is a big emotional and financial decision. Real estate businesses are tasked with building trust with their clients and making their selling/buying experience a meaningful one.
This blog delves into the innovative strategies for Instagram Ads for Real Estate, employed by five successful real estate businesses, offering inspiration to elevate your own marketing game.
Why Do Real Estate Businesses Need Instagram Marketing?
Whether you’ve been in the industry for a year or ten, you are aware that maintaining relationships and expanding your network are essential to the success of real estate businesses. Instagram provides a perfect platform for real estate businesses as most people will first try to look for listings online. It is highly visual and also engages the audience.
According to the National Association of Realtors, 97% of home buyers use the Internet, and 76% of home buyers use a mobile or tablet search to look for their dream homes. Real estate businesses also have the crucial task of showing off their property and its uniqueness to attract potential buyers. Instagram does just that through its features of posts, carousels, stories, and even IGTV lives.
Why Instagram Ads for Real Estate?
Instagram is now an essential tool for real estate marketing, with the average user spending 53 minutes a day on the app. This visual platform is perfect for showcasing properties, so buyers can browse listings from the comfort of their own homes. Despite the huge opportunity, only 14% of agents use Instagram, leaving a massive open field. By using Instagram ads, agents can increase their visibility, reach more people, and drive traffic to their websites. Instagram’s advanced targeting allows agents to target specific demographics, interests, and behaviors so their ads reach the right people.
1. Setting Up for Instagram Ads
1. Instagram Business Account
To get started with Instagram ads you need to have a business account, not a personal one. A business profile gives you credibility and access to tools like Instagram Insights to track your ad performance. Start by optimizing your profile: add a professional profile picture, write a bio that clearly describes your business, and make sure your contact information is up to date. This is the foundation of your online presence so potential clients can find you. Plus using Facebook Ads Manager to create and manage your Instagram ads gives you access to all the advanced features and analytics.
2. What makes good ad creative for Real Estate
The creative of your Instagram ads is what will grab the attention of potential buyers. Real estate is a visual industry and your ads should reflect the lifestyle and aspirations of your target market. High-quality images that show the best features of a property, like a modern kitchen, a luxurious master bedroom, or a stunning view are a must.
When writing your ad copy focus on clarity, simplicity, and efficiency. Your message should be clear, concise and highlight the key benefits of the property without overwhelming the buyer with too much information. Avoid jargon or too much descriptive language that could confuse or distract from the main selling points. Adding customer testimonials to your ads will build trust and credibility and make your ads more persuasive.
2. How to Create Real Estate Instagram Ads
Creating real estate Instagram ads requires a strategic approach that combines knowledge of your target market with planning and execution. Instagram is a visual platform so it’s the perfect space to showcase properties and connect with buyers. But to get the most out of your Instagram ad campaigns you need to focus on a few key areas: understanding your audience, choosing the right ad placements, looking at past performance, and managing your budget.
1. Know Your Audience
Understanding your target audience is the foundation of any successful Instagram ad campaign. In real estate this means considering demographics, interests, behaviors, and even lifestyle choices. Are you targeting first-time homebuyers, luxury property seekers, or retirees looking to downsize? Each of these groups have different needs and wants and your ads should reflect that.
When creating your ad content tailor your message and visuals to resonate with your audience’s desires and pain points. For example, if you’re targeting young families focus on properties with big backyards and proximity to good schools. If you’re targeting luxury home buyers they might be more interested in high-end finishes, stunning views, and exclusive neighborhoods. The more you align your ads with your audience’s wants the more they will engage with your content and take action.
2. Choose Your Ad Placement
Ad placement is a big factor in the success of your Instagram ads. Different ad formats perform better in different areas of the platform. For example, feed posts are great for detailed images and captions, while Stories and Reels are perfect for short-form content that grabs attention quickly.
Where does your audience spend most of their time on Instagram? Younger audiences might engage more with Stories and Reels, older demographics might prefer to scroll through the main feed. Try different placements and see what works best. By choosing where your ads appear you can increase visibility and engagement and make sure your message gets to the right people at the right time.
3. Look at Past Ad Performance
Looking at your past ads is key to improving future campaigns. Instagram Insights gives you detailed analytics on reach, impressions, clicks, and conversions. By reviewing these metrics you can see patterns and trends of what works and what doesn’t.
For example, if a particular ad format or visual is performing well consider incorporating more of that into your strategy. If certain ads are underperforming it might be time to revise the creative or adjust the targeting. A/B testing different elements – headlines, images, CTAs – can also give you valuable insights into what resonates with your audience. The goal is to use this data to make data-driven decisions to optimize your ad performance over time.
4. Stick to Your Budget
Budgeting is a big part of running successful Instagram ad campaigns. Before you launch your ads set a clear budget that aligns with your overall marketing goals. This budget should be realistic taking into account the cost of reaching your audience and achieving your desired outcomes.
Once your campaign is live monitor your spending closely to make sure you’re staying within budget. If certain ads are performing well consider re-allocating budget to boost those ads. If an ad isn’t performing as expected it might be worth pausing and re-directing the budget elsewhere. The key is to be flexible and responsive and make adjustments as needed to get the best ROI.
5. Instagram Ad Formats
Instagram has various ad formats that can help you reach your audience in different ways. Each format – single image, video, carousel, or Reel – has its own strengths and can be used to amplify your ads.
Carousel ads are great for real estate marketing as you can showcase multiple images or videos of a property in one ad. This format gives potential buyers a more detailed view of the property, showing different rooms, features, or angles. Video ads are also super engaging, a great way to present properties through virtual tours or client testimonials.
In addition to creating new ads, you can also boost existing content on your profile to increase its reach. This will make sure your best posts are seen by a wider audience and get more engagement and interest in your listings.
6. Utilize Ad Templates
Ad templates are a great way to speed up the ad creation process while ensuring consistency across your campaigns. Templates allow you to maintain a cohesive look and feel, which is important for building brand recognition. By using pre-designed templates, you can easily swap out property images, change the text, and update any details while keeping the overall aesthetic of your ads uniform.
Templates also help save time, especially when running multiple ad campaigns. You can create separate templates for carousel ads, video ads, and single-image ads to make it easier to showcase different properties or services. The more streamlined the process, the faster you can launch new ads and stay ahead of your competition.
7. Ad Copy Writing
Writing ad copy for real estate ads requires a clear, concise approach. The goal is to grab attention quickly and communicate the key benefits of a property in just a few lines. Use simple language that resonates with your target audience. Avoid jargon that could confuse potential buyers. Focus on what makes the property stand out, whether it’s a spacious backyard, a modern kitchen, or an excellent location.
Your ad copy should include a strong call to action (CTA). Prompting users to take the next step – whether that’s contacting you for more information, signing up for a property tour, or visiting your website. A well-written, compelling CTA increases the likelihood of conversion and drives engagement.
3. How To Use Real Estate Instagram Ads
Instagram ads can be used for many things in your real estate marketing strategy. Whether you want to promote an event, increase brand awareness, or showcase your expertise Instagram is a platform that can help you achieve these goals. By tailoring your ad content to your objectives you can create more targeted and better ads.
1. Promoting An Event
One of the best uses of Instagram ads in real estate is to promote upcoming events such as open houses, property tours, or community events. These events are a great way to engage with potential buyers and get people excited about your listings.
When creating ads for these events use high-quality visuals that showcase the property or event location. Combine with captions that have all the details – date, time, location. Make sure to include a clear CTA – RSVP, sign up for a tour, or contact you for more info. By promoting events through Instagram ads you can reach a wider audience and get more attendance.
2. Brand Awareness
Brand awareness is another key objective that Instagram ads can help you with. In a competitive real estate market being different is key. Use Instagram ads to showcase what makes your brand unique – your market knowledge, customer service, or high-end properties.
To create brand awareness ads focus on consistent branding across all your content. Use high-quality visuals that match your brand aesthetic and make sure your messaging is clear and consistent. Content that showcases your brand’s value proposition will help you build a strong presence on Instagram and attract more followers and potential clients.
3. Showcasing Your Expertise
Being seen as an experienced and knowledgeable real estate professional is key to building trust with potential clients. Instagram ads can be used to showcase your expertise and why clients should choose you over others.
Consider using Instagram ads to highlight your achievements – awards, certifications, or sales success. You can also share client testimonials, industry insights, or tips for buyers and sellers. By positioning yourself as the expert in the field you can build credibility and attract clients who are looking for a trusted advisor to guide them through the real estate process.
4. Advanced Instagram Ads Strategies for Real Estate
If you’re a real estate agent looking to take your Instagram ads to the next level there are several advanced strategies to consider. Instagram Stories ads provide an immersive experience to engage with potential buyers more dynamically. Reel ads are another powerful tool to create short engaging videos that capture attention quickly. Instagram’s shopping feature allows you to tag properties directly in your posts so users can explore and even inquire directly from the app. Lead-gen ads are also super effective in capturing contact info directly from Instagram and following up with potential buyers. Retargeting ads will help you reconnect with users who have shown interest in your content but haven’t converted yet, keep your properties top of mind.
1. Targeting Options for Real Estate Ads
One of the biggest benefits of Instagram ads is the ability to target specific audiences. You can target by demographics – age, education level, relationship status. Make sure to monitor the audience size meter to avoid targeting too narrow or too broad an audience. Segmentation is key – by breaking your audience into smaller, more specific groups you can deliver more relevant ads to each segment. Location targeting is crucial in real estate as you can target potential buyers in specific geographic areas. Interest targeting can also help you reach users who have shown interest in real estate, home decor, or related topics.
2. Measuring and Optimizing Ad Performance
To make sure your Instagram ads are delivering what you want to achieve, you need to continuously monitor and optimize. Instagram Insights will give you detailed analytics to track reach, impressions, clicks, and conversions.
By reviewing these metrics regularly you’ll get valuable insights into how your ads are performing and where to improve. A/B test different ad creatives and targeting options to see what works best with your audience. Based on these insights you can adjust your budget, targeting, and creative to optimize your campaigns and maximize ROI.
Facebook Ads Manager also has more tools to help you fine-tune your ad campaigns so you can make data-driven decisions to improve performance and get better results. By keeping on top of your ad performance and making continuous changes you can make sure your Instagram ads are as effective as possible to achieve your real estate marketing goals.
5. Top 5 Instagram Ad Examples for Real Estate Businesses
Here are some real estate businesses and their marketing strategies on Instagram to look out for. Their ads most often consist of open-house sessions, home buyer tips, or simply eye-catching visuals and an emotional appeal. Let’s explore how some of the real estate businesses
#1 Open House Austin
Open House Austin is a real estate education hub and community event center located in East Austin, Texas. The company’s unique selling point is that it provides education and resources for first-time homebuyers and serves as a community center for real estate events and workshops.
They have an Instagram account with over 12,000 followers, where they regularly share real estate news, advice, and updates on their latest events and workshops. Their Instagram account (openhouse_austin) provides an easy overview for first-timers as they have pinned posts that introduce their business. In addition to that, they also reiterate their services, such as free educational sessions, teaming up with their realtors, and three monthly meets, which are open for all. Overall, their target audience seems to be those who are new to house-buying, providing them ample informational sessions and open house events.
Ideas to look out for:
- Open-house sessions
- Educational/informational sessions for first-time home buyers
- Virtual home tours
#2 The Agency
The Agency is a great example in the real estate business. They understand the importance of high-quality visuals and use captivating images and videos. They make it a point to highlight the unique features and selling points of their properties.
Their ads showcase engaging language. They connect the potential buyer with the property in a way that the buyer envisions themselves in their dream home. In addition, The Agency utilizes strategic marketing and relevant hashtags to reach its desired audience. This complements the increase in visibility of their ads.
Ideas to look out for:
- Compelling property visuals
- Engaging language appeal
- Strategic marketing, and relevant hashtags
#3 The Heather Bomar Team at Cornerstone Home Lending, Inc.
The Heather Bomar Team at Cornerstone Home Lending is known for its exceptional mortgage services and client-focused approach. When it comes to marketing strategies, the team has successfully implemented a number of tactics to build brand awareness, establish trust, and attract potential clients.
One of their strategies has been to build a strong personal brand for Heather Bomar herself by positioning her as a trustworthy and experienced mortgage professional. Another one of their strategies to create ads includes educating potential clients about the mortgage process, market trends, and industry insights.
Ideas to look out for:
- Strong brand image
- Informative posts about mortgages, current trends, and industry know-how
#4 Coldwell Banker Realty
Coldwell Banker Realty, as a prominent real estate brokerage, employs various marketing strategies to promote its brand, listings, and services. They use high-quality visuals and targeted marketing to reach specific audiences. They often post client testimonials and upgrades in the industry.
Along with these marketing strategies, Coldwell Banker Realty further assists home sellers in determining the estimated market value of a property. It involves analyzing various factors to assess the worth of a home in the current real estate market.
Ideas to look out for
- Client testimonials
- Home valuation
#5 The Corcoran Group
The Corcoran Group is a prominent real estate brokerage firm with a rich history and a strong presence in the luxury real estate market. In the fiercely competitive world of real estate, standing out is paramount. The Corcoran Group, alongside other renowned agencies, has mastered the art of captivating potential buyers through a combination of visually stunning imagery and compelling client testimonials.
One of the unique, attractive points of the Corcoran Group is simple ad listings with attractive visuals. With only one sentence, it attracts home buyers with a no-nonsense attitude. In addition to that, mentions of an exclusive listing and private tour serve as a call for action from the potential home buyer.
Ideas to look out for:
- Strong online presence through a website and different social media platforms
- Cut through the noise with a straightforward call for action
With a large number of real estate businesses now seizing social media platforms, there is always more to learn. However, these five real estate agencies use varied marketing and advertising methods. This lineup will give you diverse ideas to start creating your own real estate advertisement!
If you want to utilize the idea, you may with the inefficiencies of content creation, social media marketing, and the rising costs of human resources. The need to maintain a strong online presence and engage with customers consistently puts immense pressure on marketing teams.
By harnessing the power of artificial intelligence and machine learning, Predis empowers businesses to automate content generation, schedule posts, analyze performance, and optimize marketing strategies seamlessly.
Boost your brand’s reach with compelling Instagram ads created effortlessly using Predis.ai’s Instagram Ad Maker. A simple text input is all you need to make captivating Instagram ads and captions.
Top 10 Instagram Ads Ideas for Real Estate Marketers
To succeed with Instagram ads you need to follow best practices for real estate marketing. This includes promoting specials and open houses, targeting local audiences, and using specific ad targeting to find your ideal leads. Optimize your Instagram business page, create memorable hashtags, use carousel and video ads, and incorporate lifestyle images and client testimonials into your ads to make your campaigns more effective. By following these tips you can create ads that will resonate with your audience and get real results.
1. Promote Specials and Open Houses
Promoting specials and open houses on Instagram is a great way to create buzz and get potential buyers. Use great visuals and compelling copy to tell what makes the event special. Include the date, time, and location and ask users to RSVP or contact you for more info. By promoting these events through Instagram ads you can reach a wider audience and get more attendance.
2. Target Local Audiences
Targeting local audiences is key to real estate marketing on Instagram. Use Instagram’s location targeting to reach potential buyers in your area and those looking to relocate. Tailor your ad content to the location, nearby amenities, schools, and attractions. By targeting local audiences you can make your ads more relevant and increase the chances of conversion.
3. Target New Home Buyers With the Targeting Options
Instagram’s advanced targeting options allow you to target new home buyers with precision. Use Meta’s targeting tools to target users who are in the market for a new home based on their online behavior and interests. You can also target specific demographics such as first-time home buyers or those looking to upgrade. By narrowing down you can deliver more relevant ads that will resonate with your audience and get higher engagement.
4. Find Your DreamLead With Specific Targeting
Finding your DreamLead- those high-value prospects who will convert—requires specific targeting. Use Instagram’s detailed targeting options to target users who match your ideal client profile. Consider age, income level, family size, and buying intent. By targeting your DreamLead you can create highly targeted ads that will get conversions.
5. Optimize Your Real Estate Instagram Page
An Instagram page is key to converting leads from your ads. Make sure your profile is complete with a professional photo, compelling bio, and up to date contact info. Post high-quality content that showcases your properties and engages your audience. Use Instagram Stories and Highlights to keep your best content front and center, and respond to inquiries quickly. An optimized page builds trust and makes it easier for potential clients to get in touch with you.
6. Create Memorable Instagram Ads Hashtags
Hashtags are a great way to get your Instagram ads seen. Create memorable and relevant hashtags that will resonate with your audience. Use a mix of popular real estate hashtags and custom-branded ones to make your content discoverable. Update your hashtag strategy regularly based on trends and analytics so your ads reach the right people.
7. Use Carousel Real Estate Instagram Ads
Carousel ads are a great way to showcase multiple images or videos in one ad. This format is perfect for real estate, you can show different features of a property or multiple listings at once. Use high-quality visuals and compelling copy to make each slide stand out. Carousel ads give a more comprehensive view of your properties so potential buyers can make an informed decision.
8. Bring Your Properties to Life With Video Ads
Video ads are a great way to bring your properties to life on Instagram. Use videos to create virtual tours, highlight features, or share client testimonials. Video content is more engaging than static images and allows you to tell a story that will resonate with your audience. Keep your videos short, sweet, and focused on what makes the property unique.
9. Add Lifestyle Images to Your Instagram Ads
Lifestyle images add emotional appeal to your Instagram ads, so potential buyers can see themselves in the property. Show how a space can be used—whether it’s a cozy living room, a gourmet kitchen, or a luxurious backyard. Lifestyle images connect with the viewer on a personal level making the property more relatable and desirable.
10. Use Past Client Testimonials in Your Ad Copy
Testimonials are a powerful way to build trust and credibility. Including testimonials in your Instagram ads will reassure potential buyers of your expertise and the quality of your service. Use real quotes from past clients with high-quality images of the property they purchased. Testimonials are social proof, making your ads more persuasive and increasing conversions.
Wrapping it up
Buying or selling a home involves much market research, finance study, and emotional investment. For any real estate business, a strong relationship with potential buyers is the key to making the home selling/buying experience meaningful. To reel in these potential buyers, Instagram ads play a crucial role.
Instagram ads are a powerful tool for real estate agents to get visibility, reach potential buyers, and drive traffic to your website. By knowing your audience, creating good ad creatives, and using the different ad formats you can get more reach and achieve your marketing goals. Use Instagram Insights and Facebook Ads Manager to track your ad performance and optimize your campaigns. Stay up to date with the latest Instagram ad features and best practices and you’ll be ahead of the game and your real estate business will flourish.
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