Instagram Marketing for Real Estate Business – Complete Guide

Real estate is a highly competitive industry anywhere you go. Whether you’ve been in the business for a year or a decade, you know that the key that drives real estate businesses is keeping connections and building a bigger network. In that case, even friends or relatives who need to buy or sell homes play an important role. On top of that, buying or selling a home is often an important emotional and financial decision.

This is where Instagram comes in.

Why do you need Instagram for a Real Estate Business?

As you know, acquiring new listings can be a challenging task. Growing your real estate business requires you to not only keep your previous customers engaged but also create your own sphere of influence such that you find prospective clients on a daily basis. You might also be approached by customers- people who reach you through other realtors or brands.

Most people will try and look for listings online. According to the National Association of Realtors, with social distancing and health guidelines for the COVID-19 pandemic, 2020 was a crucial year that served as a turning point for how people buy and sell homes. 97% of home buyers used the internet, and 76% of home buyers used a mobile or tablet search to look for their dream homes. This is why you need to constantly stay on your toes and market your business online and on social media.

Instagram is now one of the hottest platforms for marketing of all kinds, not only because it is highly visual but also because it engages the audience. When it comes to the real estate business, showing off the property and its uniqueness is crucial to attracting potential buyers. In addition to that, Instagram can also be a great platform to reach a wide audience who can further connect you with potential clients.

Instagram can also help you monitor your competition and stay on top of all the trends that could affect your business.

How do you use Instagram Marketing for Real Estate Business?

Now that you know that Instagram may be one of the perfect tools to use for marketing your architecture and real estate business, here’s a complete guide on how to make the best of it:

1. Setting Up Your Instagram Business Account

Getting started on Instagram begins with setting up your business account right. A business account looks more professional and gives you access to the tools you need to promote your real estate business.

1. Switch to a Business Profile on Instagram

Switching to a business profile is the first step. This gives you access to the built-in tools that Instagram has for businesses.

• With a business profile, you can access Instagram Insights which gives you valuable data about your audience and how they interact with your content. This data is key to knowing what works and what doesn’t in your marketing.
• A business profile also gives you access to Facebook Ads Manager. This is where you can create targeted ads that reach specific demographics and geographies making your advertising more effective.
• A business profile allows you to add a title underneath your name so that it’s clear what your business is about. This is super important in the real estate industry where trust and professionalism are key.

Switching to a business profile is easy. Just go to your account settings and select “Switch to Professional Account” then “Business” and follow the prompts.

2. Writing a Good Bio for Your Profile

Your Instagram bio is the first thing potential clients see so it needs to make an impact. A good bio can convey professionalism and provide important information about your real estate business.

• Your bio should be clean, simple, and easy to read. Don’t clutter it with unnecessary information. Instead focus on what’s most important – who you are, what you do, and how clients can contact you.
• Use keywords like “real estate agent” or “realtor” so potential clients can find you. Keywords also help you appear in Instagram’s search results.
• Make sure to include a link to your website, YouTube video, or landing page. This is your opportunity to direct followers to more information about your services or specific listings.

By writing a professional bio you set the tone for your Instagram and make it clear to potential clients who you are and what you offer.

2. Identify and Define Your Target Audience

Understanding your target audience is key to your Instagram strategy. In real estate, different types of clients have different needs and your content should reflect that.

1. Start with Identifying your Audience

Start by identifying who your target audience is. Are they first-time home buyers, luxury property seekers, or perhaps investors looking for rental properties? Knowing the specific needs and desires of your target audience will help you tailor your content.

Instagram allows you to target specific demographics such as age, income level, and location. Use these targeting options to make sure your content reaches the right people. For example, if you specialize in luxury real estate you might target high-income individuals in specific geographic areas.

Once you know your audience create content that speaks directly to them. Address their concerns, answer their questions, and provide information relevant to their needs. For example, first-time homebuyers might appreciate tips on getting a mortgage while luxury buyers might be more interested in exclusive property tours.

2. Define Your Audience

The first thing to do before marketing is to know your target audience. Analyze your current client base to identify common characteristics like age, income, location, and preferences. Research local demographics. For example, according to the National Association of Realtors’ 2021 Profile of Home Buyers and Sellers, the typical age of the first-time home buyer is 33 years, and the majority of home buyers are married (60%).

When you’re posting listings for properties in different cities, make sure you speak to the audience that is attracted by that city. For example, cities with a large number of universities may attract a younger demographic, while cities with high-paying jobs in specific industries may attract higher-income buyers.

Knowing your target audience and tailoring your content to them will help you reach the right people and get more from your Instagram marketing.

3. Instagram Content Strategy for Real Estate

A content strategy is important to maintain a consistent and engaging Instagram presence. Your content should showcase your properties, build your brand, and engage your audience.

1. Posting Real Estate Content on Instagram

Instagram is a visual platform so your posts need to be visual and engaging. High-quality photos and videos are key to grabbing potential clients’ attention.

• Use high-quality images and videos to showcase your properties. Highlight unique features, beautiful interiors, and stunning views. Make sure your visuals are well-lit and professionally composed.
• Use Instagram’s features like Stories, Reels, and IGTV. Stories are great for sharing behind-the-scenes content or sneak peeks while Reels can be used to create short engaging videos that highlight specific properties or market trends.
• Share exclusive deals, upcoming listings, or market updates to keep your audience engaged. Interactive content like polls, quizzes, and Q&As can increase engagement.

Posting consistently will help you maintain a strong presence on Instagram and keep your audience interested in your real estate offerings.

2. Sharing Success Stories and Client Experience

Client testimonials and success stories are powerful tools to build trust and credibility. Potential clients want to know you can deliver results and testimonials provide social proof of your abilities.

• Use Instagram Stories and Reels to share testimonials from happy clients. Videos are especially effective as clients can speak directly about their positive experience working with you.
• Showcase success stories where you helped clients find their dream home or sell their property quickly. These stories can be shared through detailed posts or short videos so potential clients can see what they can expect when working with you.
• Ask past clients to share their experience on their own Instagram profile and tag your profile. Reposting their testimonials not only builds credibility but also increases your reach.

By sharing testimonials and success stories you can build your reputation on Instagram and attract new clients.

3. Using Hashtags and Tagging

Hashtags and tags are important to increase the visibility of your Instagram posts. They help your content reach a wider audience and connect with people who are interested in real estate.

• Use popular real estate hashtags like #realestate, #homesweethome, and #realtor in your posts. These hashtags will get your content to appear in search results and on the Explore page and reach users who are buying or selling property.
• Spend time researching popular and trending hashtags in the real estate industry. Use Instagram’s search feature or Predis.ai’s free hashtag generator to find relevant hashtags that will increase your post’s reach.
• Tag other real estate professionals, influencers, and relevant businesses in your posts. This will not only increase your reach but also build relationships within the industry. For example, if you’re showcasing a property staged by a local interior designer, tag them in your post to increase visibility and cross-promote your services.

Using hashtags and tagging will help you reach a wider audience and increase your real estate business on Instagram.

4. Crafting Compelling Captions for Maximum Engagement

Once you’ve nailed down your content strategy, remember that captions are crucial for capturing attention and driving engagement. Here are some tips:

• Instead of just presenting information, pose questions that invite viewers to comment and share their thoughts. This fosters a more interactive experience.
• People connect with stories. Weave narratives into your captions, highlighting the lifestyle possibilities a property offers or the joy of finding the perfect home.
• Don’t just list square footage and bedrooms. Go beyond the basics and showcase what truly sets a property apart.
• Tell your audience what you want them to do next. Whether it’s contacting you for a showing, visiting your website, or saving a post for future reference, make your desired action clear and concise.

Generate engaging and effective captions with Predis.ai’s Social Media Caption Generator!

5. Post Frequently and Consistently to Show up on Your Followers’ Feeds

Consistent posting will drive better engagement and also create better social algorithms. What does that mean? Well, what shows up in your client’s feed is determined by what posts or accounts they engage the most with. That means it can keep evolving over time. 

Posting daily can feel daunting, and you can soon feel like you’re running out of ideas. To counter that, you can try using Predis.ai.

Predis.ai is an artificial intelligence-based social media marketing tool that will help you create content and captions and also analyze your competition all with AI-powered insights. You can even schedule posts to make your task easier while consistently interacting with your audience.

4. Engagement and Community Building

Building a community on Instagram is key to creating long-lasting relationships with potential clients. Engagement is not just about posting content but also about interacting with your followers and making them feel part of the team.

• Engaging with your followers through comments and messages is important for building relationships. Make sure to respond promptly and thoughtfully to show you value their input.
• Features like IGTV, IG Live, and Reels are great for building a community. Use these to host live Q&A sessions, share user-generated content, or give shoutouts to your followers.
• Share user-generated content, feature testimonials, and give shoutouts to your customers. This not only makes your followers feel valued but also makes them feel part of the community.

By focusing on engagement and community building you can have a loyal following on Instagram that will support your business and grow it.

1. Engage with Your Audience

Engage with your followers and potential clients. Reply to all positive and negative comments. Responding to negative or rude comments shows that the business actively engages with its followers and cares about their feedback. It also publicly shows other followers that the business is willing to take responsibility and address negative feedback. This can help build trust and loyalty among customers. Respond to direct messages promptly, without any unnecessary delay. 

Schedule frequent Instagram Lives and Q&A sessions to address potential buyers, showcase a walk-through of a new property listing, or an open event.

This will help build relationships and is another step forward to increasing your online visibility.

Transform your Instagram feed with interactive carousel posts created effortlessly using Predis.ai’s Instagram Carousel Maker.

2. Collaborate with Other Real Estate Agents

Collaborating with other real estate agents can increase your reach and credibility on Instagram.

Collaborating with other real estate agents can help you reach a wider audience and build relationships within the industry.

• Look for real estate agents that complement your business, such as mortgage brokers, interior designers, or home stagers. Partnering with these businesses can help you add value to your clients and reach new audiences.
• Work together to create joint content, promotions, or social media challenges that showcase both of your services. This could be co-branded Instagram posts, shared Stories, or collaborative giveaways.

• Collaborating with other reputable real estate agents can build your brand credibility and establish you as an expert in the industry. Use these collaborations to showcase your expertise and build your brand.

By collaborating with influencers and other real estate agents you can increase your reach, credibility and attract new clients.

3. Contests and Giveaways to Boost Engagement

Contests and giveaways are a fantastic way to generate excitement and attract new followers. Here are some things to consider:

• Collaborate with businesses that complement your services, like home stagers or mortgage lenders. Offer a prize package that appeals to your target audience and leverage each other’s reach for wider promotion.
• Tailor your giveaways to what your ideal client would value. This could be a free home consultation, a gift certificate to a local home improvement store, or a basket filled with housewarming essentials.

5. Try to Grow Your Reach

This may be one of the most important tasks to undertake when you’re using Instagram for marketing. Identifying a target audience and making use of all the Instagram features means your work is already half done!

The next thing to do is use location tags and hashtags with all your posts and reels. Make sure that they are relevant and trending so that your posts will reach a wider audience. Some examples can be #homeforsale, #dreamhome, #openhouse, or #luxuryrealestate.  You can also create your own branded hashtags to build awareness for your business.

Apart from this, you can also make use of Instagram Ads. You can target your ads based on specific demographics and interests to ensure you are reaching the right audience beyond your current followers.

1. Instagram Ads for Real Estate Marketing

Instagram ads are a great way to reach new clients and increase brand awareness. By setting clear goals and using Instagram’s ad features you can get maximum ROI on your investments.

Setting Up Well Defined Goals

Before you create an ad campaign you need to set your goals. What do you want to achieve with your ads?

• If you want to generate leads create ads that ask users to provide their contact information in exchange for something of value like a free market report or virtual property tour.
• If you want to increase brand awareness focus on creating visually appealing ads that showcase your brand and services. Use Instagram’s carousel ad format to show multiple properties or features in one ad.
• Decide how much you want to spend on your ads and set a schedule to maximize their impact. Instagram allows you to control your budget and schedule so your ads run at the best times.

By setting goals for your Instagram ads you can create targeted campaigns that deliver results.

Use Video Ads and Customer Testimonials

Video ads work well on Instagram as they are more engaging than static images. It allows you to showcase properties and client testimonials in a dynamic way.

• Use video ads to show properties, highlight features, and provide virtual tours. Videos should be short, engaging, and visually appealing to grab the attention of your potential clients.
• Include customer testimonials in your video ads to build trust and credibility. Hearing from satisfied clients will reassure potential buyers and sellers they are making the right decision by working with you.
• Use Instagram’s Stories and Reels to share your video ads and testimonials. These formats are great for reaching a wider audience and driving engagement.

By using video ads and customer testimonials in your marketing you can create more compelling and persuasive content that speaks to your target audience.

2. Influencer Marketing for Real Estate Business

Influencer marketing isn’t just for real estate agents—it’s also a great strategy for real estate businesses looking to build credibility, reach new audiences, and drive bookings.

It is a great way to reach a wider audience and build trust with potential clients. When choosing influencers to work with make sure to select those that align with your brand values and target market.

• Look for influencers who have a real interest in real estate and whose followers match your target market. The right influencer can help you reach potential clients who wouldn’t have seen your content otherwise.
• Collaborate with influencers to create sponsored content that showcases your properties or services. This could be an Instagram post, Story, or Reel that the influencer shares with their audience.
• Social media takeovers are another way to collaborate with influencers. Let an influencer take over your Instagram account for a day to share their experience with your brand. This will introduce your brand to a new audience and build credibility.

Working with influencers that align with your brand can help you have a stronger presence on Instagram and attract new clients.

Partner with Influencers for Sponsored Content and Reach

Sponsored content is the most powerful way to leverage influencer marketing for your real estate business. By partnering with influencers you can reach more people and create content that showcases your properties and services.

• When choosing influencers to work with consider their audience demographics and if they match your target market. Influencers with followers that match your ideal client will help you connect with potential buyers or sellers who are more likely to engage with your real estate business.
• Work with influencers to create sponsored content that highlights the unique features of your properties. This could be an Instagram post, Story, or Reel that showcases your listings, neighborhood amenities, or client success stories.
• Use Instagram’s features like hashtags and location tags to increase the visibility of your sponsored content. Also, use Instagram Stories and Reels to amplify your reach and engagement.

Use Influencer Marketing for Authenticity and Credibility

Authenticity and credibility are key to successful influencer marketing in real estate. By partnering with influencers who have a genuine interest in your business you can create content that feels authentic and resonates with potential clients.

• Look for influencers who are genuinely interested in real estate and have a natural connection to your brand. Authentic content that reflects their genuine interest in your properties or services will resonate more with their audience and drive more engagement.
• Encourage influencers to share their real experiences with your real estate business. Whether it’s a personal story about buying a home, a behind-the-scenes look at a property tour, or a testimonial from a happy client. Authentic content builds trust with potential buyers and sellers.
• Consider building long-term relationships with influencers who consistently produce high-quality content that aligns with your brand. Long-term partnerships can help reinforce your brand message and build a loyal following.

By using influencer marketing for authenticity and credibility you can build your brand reputation and attract more clients to your real estate business.

Choose Influencers that Align with Your Brand

The success of your influencer marketing campaign depends on choosing the right influencers – those that align with your brand values and target market.

• Look for influencers whose values align with your brand’s mission and message. For example, if your real estate business specializes in sustainable or eco-friendly properties, partner with influencers who are passionate about sustainability and environmental responsibility.
• Ensure that the influencer’s audience demographics match your target market. This increases the chances their followers will be interested in your real estate services and more likely to engage with your content.
• When choosing influencers, prioritize the quality of their content and engagement rates over follower numbers. An influencer with a smaller but highly engaged audience can be more effective than one with a large but less engaged following.

Select influencers who align with your brand, to create more impactful influencer marketing campaigns. And, resonate with your target market and drive meaningful results for your real estate business.

6. Make the Most of All Instagram Features

The next step after you find your audience is to start attracting it. Instagram does not only let you make aesthetic posts for a cohesive feed but comes with so many other features. Instagram Stories will allow you to share short-lived content with your followers, such as behind-the-scenes glimpses of your business, local events, and property listings. Adding selected stories to Highlights will let your followers access these stories at any time, which may be a good idea for content such as customer reviews or even renovation samples.

Instagram Live and IGTV will allow you to broadcast live video streams to your followers, which can be used for virtual property tours or Q&A sessions.

1. Record and (Post) Scroll Stopping Reels

Instagram Reels offers real estate professionals a golden opportunity to captivate and engage their audience. These bite-sized videos, with their fun and creative format, are a powerful tool for showcasing listings, providing quick property tours, and more.

By leveraging this feature, you can effectively stand out in the crowded real estate market and leave a lasting impression on your audience.

From BTS (behind-the-scenes) to interactive Q&A, reels lend a distinct brand voice and create long-lasting connections with the audience. Check out how Courtney Rufh | REALTOR® leverages reels to showcase new listings in a fun way. 

2. Use Stories for Daily Updates

Instagram Stories offer real estate professionals a quick, engaging way to connect with their audience. These short-lived posts disappear after 24 hours, making them ideal for sharing time-sensitive content like daily property updates, exclusive offers, or behind-the-scenes glimpses of open houses. Stories also provide interactive features such as polls, quizzes, and questions, which can encourage potential buyers to engage with your listings. This format is great for maintaining a personal connection with your followers while showcasing your real estate expertise in a fun and spontaneous way.

3. Carousel Posts

Carousel posts are a versatile tool that allows real estate professionals to share multiple images or videos in a single post. This format is perfect for showcasing property listings with multiple rooms, layouts, or angles. You can also use carousel posts to tell a visual story, such as showing the before-and-after of a renovation project or outlining the step-by-step process of buying a home. With up to 10 images or videos per post, carousel posts offer a highly engaging and informative way to provide detailed insights into your properties or services.

4. Highlights

Instagram Highlights give you the opportunity to keep your best Stories visible on your profile beyond the 24-hour limit. For real estate agents, Highlights can serve as a permanent portfolio of your top listings, customer testimonials, or community events. You can organize them into categories, such as “New Listings,” “Client Reviews,” or “Virtual Tours,” making it easy for followers and potential buyers to explore your content. By showcasing your most valuable content through Highlights, you can create a lasting impression and make essential information easily accessible to your audience.

Reels allow you to create short, creative videos to showcase your properties and engage with potential clients.

7. Measuring Success and Adjusting Your Strategy (Analytics)

Measuring your Instagram marketing is key to optimizing your strategy and achieving your goals. Instagram has several tools to help you track your performance and make data-driven decisions.

• Instagram Insights gives you valuable data about your account’s performance including engagement rates, reach, and follower demographics. Use this data to see what’s working and what’s not in your marketing.
• Keep an eye on key metrics like likes, comments, shares, and website clicks. These metrics will help you see how your audience is interacting with your content and where you can improve.
• Based on the data you collect adjust your content strategy, ad targeting, and posting schedule to optimize your results. For example, if you see your audience engages more with video content consider adding more videos to your posting schedule.

Measuring regularly and adjusting your strategy will keep you ahead of the competition and make your Instagram marketing as effective as possible.

1. Use Instagram Insights to Track Your Account

Instagram Insights provides valuable data about your account’s performance. Which helps you to understand what’s working and where there’s room for improvement.

• Track engagement rates likes, comments, and shares to see how well your content is resonating with your audience. High engagement rates mean your content is grabbing attention and driving interaction.
• Use Instagram Insights to track the reach and impressions of your posts. This will help you see how many people are seeing your content and how well your posts are performing at reaching your target market.
• If your goal is to drive traffic to your website use Instagram Insights to track the number of clicks on your links. This will help you measure the effectiveness of your call to action and identify areas for improvement.

2. Monitor Engagement, Reach, and Website Traffic

Monitoring key metrics such as engagement rates, reach, and website traffic is crucial to measuring your Instagram marketing.

• High engagement rates mean content is resonating with your audience. Monitor likes, comments, shares, and saves to see what type of content is most engaging.
• Track reach and impressions to see how visible your posts are. If your reach is declining consider adjusting your content or posting schedule to increase visibility.
• If driving traffic to your website is a key goal monitor the number of clicks on your links. Use this data to optimize your call to action and improve conversion rates.

3. Make Data-Driven Decisions

Data is key to optimizing your Instagram marketing. By regularly reviewing your performance metrics you can make informed decisions and adjust your approach for better results.

• Regularly review your Instagram Insights to track your key performance metrics. Use this data to see trends, measure your content, and make informed decisions about your strategy.
• Use the insights you get from Instagram Insights to make data-driven changes to your strategy. Whether it’s refining your content, optimizing your ad targeting, or adjusting your posting schedule: data-driven decisions will get better results.
• Instagram marketing is a continuous process and continuous optimization is key to success. Regularly review your performance, test new strategies, and refine your approach to stay ahead of the game.

By measuring your success and tracking performance, you can continuously improve your Instagram marketing strategy and achieve your business goals.

8. Make Your Efforts Count

1. Drive Your Audience to Social Landing Pages

Social landing pages are web pages created for a specific marketing campaign that engage and drive followers from social media channels, posts, or ads. This page is often customized and tailor-made to cater to the audience’s needs. For a real estate business, social landing pages are a sure shot at getting your potential buyers to interact with your listings.  You can add videos of walk-throughs or virtual tours, client testimonials, and insert specific calls to action like scheduling a tour or calling your office. This will make it a lot easier for your potential client to contact you, at least for an initial inquiry.

2. Enable Action Buttons

When it comes to real estate marketing on Instagram, it’s important that potential buyers can easily reach. 

So, enable action buttons on your company’s page to ensure your customers can interact with your brand. With an action button in place, interested buyers can easily contact you or schedule an appointment. 

Using action-oriented language will tell your users what you want to do. Some common CTAs are: “Learn more” or “Schedule Your Call.” Check the following image for some inspiration. 

9. Common Mistakes to Avoid for Instagram Marketing

Building an Instagram presence for your real estate business is more than just posting pretty pictures. Avoid these common mistakes and you’ll hinder your growth:

1. Buying Followers

One of the biggest mistakes real estate agents make on Instagram is buying followers. It might be tempting to get your follower count up quickly but this will do more harm than good.

• Bought followers are fake accounts or bots, they won’t engage with your content. A high follower count with low engagement rates can hurt your credibility, it’s clear to potential clients that your following isn’t real.
• Clients are getting smarter about spotting fake followers. If they think you bought followers it can hurt your reputation and erode trust in your brand.
• Instagram’s algorithm favors content that generates real engagement. With a large number of inactive or fake followers, your posts will be seen by fewer real users, limiting your reach and impact.

Instead of buying followers, focus on growing your audience organically by creating valuable content and engaging with your community. This will give you real connections and better-quality leads.

2. Making Your Instagram Page Private

Another mistake is making your Instagram business account private. While a private account might seem like a way to control who sees your content, it’s actually counterproductive for real estate marketing.

• A private account limits who can see your posts, making it hard for new potential clients to find your listings and content. To maximize your reach your account should be public so anyone interested in real estate can find and follow you.
• A public account allows your content to be shared and spread more widely. If your posts are engaging and informative, followers will share them with their network, increasing your visibility and attracting new leads.
• A public business account means you’re open for business and available to potential clients. It also means you have nothing to hide which can build trust and credibility with your audience.

To make the most of your Instagram presence keep your account public and focus on creating content that encourages interaction and sharing.

3. Sharing Too Much Real Estate Marketing Content

While promoting your real estate business is important, being too promotional can be a turn-off for your audience. You need to strike a balance between promotional content and value-driven posts.

• Constantly posting listings and sales content can lead to audience fatigue. Followers will disengage if they feel they’re being “sold to” too much, leading to lower engagement and even unfollows.
• Followers expect to get value from the accounts they follow. If your content is all about promotions you miss the opportunity to provide educational, entertaining, or inspirational content that keeps your audience interested.
• Instagram is a platform that loves storytelling. Instead of only selling, use your posts to tell the story behind a property, showcase the lifestyle it offers, or provide insights into the local market. This is more engaging and helps build a connection with your audience.

By mixing promotional content with valuable and engaging posts you can keep your audience interested and have a more well-rounded Instagram presence.

4. Missing Opportunities to Connect with Potential Clients

One of the biggest missed opportunities on Instagram is not connecting with potential clients. Social media is about building relationships not just broadcasting your message.

• Failing to respond to comments, messages or tags is a common mistake that can cost you leads. When followers engage with your content you need to respond quickly and thoughtfully. This interaction builds rapport and shows you value their interest.
• Direct messages (DMs) are a powerful tool for personal communication with potential clients. Ignoring or delaying responses to DMs can mean lost opportunities to nurture leads and convert them into clients.
• Instagram is a two-way street. It’s not enough to just post content—you also need to engage with your followers and other users. This means liking, commenting, and sharing relevant content from others in the real estate industry or local community. Building these relationships can lead to collaborations, referrals, and new business opportunities.

So don’t miss out, engage with your audience and other accounts. Boom! Loyal followers and more leads.

6 Best Instagram Content ideas for your Real Estate Business

Content buckets help you organize your content creation efforts and make sure that everything you post is aligned with your brand values, goals, and audience interests. Here are some ideas to showcase your real estate business on Instagram

1. Property Photos and New Listings

It might be obvious, but uploading property photos are crucial for realtors on Instagram. Make sure to give the audience a sneak peek into the home they’re looking at, its unique features, and what makes it so attractive. This will compel the potential buyers to ask for a virtual tour.

2. Client Testimonials

Potential home buyers often look for success stories of people who found their perfect home. Buying, selling, or even renovating a home is a unique experience for every client. Sharing their story, thoughts, and feelings about the experience on Instagram through posts and covering the process in a time-lapse video on reels will get you clients who look to build trust before checking out a brand’s listings. 

3. Company Milestones

While you build trust with your clients, also show them your achievements, progress, and what you strive for. This serves not only as proof of your competency in business but also shows that you celebrate your success with them.

4. Renovation Ideas and Home Maintenance Tips

A great idea to engage all your customers—past, present, and future—is to show them the potential of a home that is already made. Provide home maintenance and renovation tips incorporating different styles, such as Modern, Contemporary, or Minimalist Interior Designs.

Creating a time-lapse video of the process is not only engaging and compelling but also extremely satisfying for viewers.

5. Covering Open House and Virtual Showings

Covering events such as an open house through Instagram Live or sharing reels and videos as a means of a virtual tour are both great ways of engaging the audience.

6. Realtor Bios

Marketing for real estate is not only about the property and its potential but also about your relationship with the client. Sharing your bio and a short post about yourself on Instagram will help the clients understand you better and decide whether you are a good match. Be sure to talk about your passion for making homes and helping others find theirs!

Building Your Real Estate Brand

A strong brand is key to standing out in the real estate market. Your Instagram profile should reflect your brand’s values, personality, and style.

1. Create a Unique Brand Aesthetic

Your brand aesthetic is the visual representation of your brand on Instagram. It should be unique, memorable, and consistent across all your social media.

• Choose a color palette that reflects your brand and stick to it. Consistency in color helps to create a cohesive and recognizable brand.
• Consistency in filters and editing is important to have a uniform look across all your posts. Consistency helps to reinforce your brand and makes your profile look good.
• Use Instagram Stories and Reels to show your brand’s personality. Whether it’s behind-the-scenes content, team highlights, or fun interactions let your audience get to know the people behind the brand.

Having a strong and consistent brand aesthetic will help you stand out on Instagram and make an impact on potential clients.

2. Focus on Visual Storytelling and Consistency

Visual storytelling is a great way to engage your audience and showcase your listings. Consistency in your storytelling is key to building a cohesive brand narrative.

• Use images and videos to tell stories about your properties, clients, and brand. For example, you could share the story of how you helped a family find their dream home or the history of a property you’re selling.
• Whether you’re posting a funny Story or a serious IGTV video, make sure to keep a consistent tone that aligns with your brand. Consistency helps to reinforce your brand message and values.
• Behind-the-scenes content gives your audience a glimpse into your daily business. This type of content is engaging and helps to build trust by showing the human side of your brand.

Focus on visual storytelling and consistency will help you have a more engaging and relatable brand on Instagram.

3. Share Property and Development Highlights

Highlighting your properties and developments is one of the most important parts of your Instagram marketing. Use high-quality visuals and engaging content to showcase your listings in the best possible light.

• When highlighting a property focus on its key features. Use high-quality images and videos to show things like spacious interiors, beautiful landscaping, or modern amenities.
• Use Instagram Stories and Reels to share client experiences related to your properties. This could be testimonials, property tours, or even video reviews from happy clients.
• Use Instagram’s features to showcase your properties. For example, you can use the carousel feature to show multiple images of a property in one post or use IGTV for a more in-depth property tour.

By highlighting your properties and developments you can attract more interest from potential buyers and increase your chances of getting deals.

Drive your marketing efforts with Predis.ai's AI Ad Generator—effective, engaging, and effortless.

Staying Ahead of the Curve: Instagram Trends for Real Estate

Instagram is constantly evolving, so staying updated on new features is key. Here are some trending options to consider:

• Use Instagram Guides for curated content: Create informative guides showcasing neighborhoods, property types, or design trends.

• Explore AR filters for a virtual experience: Leverage Augmented Reality (AR) filters to give potential buyers a virtual sneak peek into a property. Imagine showcasing furniture placement or design possibilities within a space.
• Live video tours and events: Take advantage of Instagram Live for interactive virtual tours of properties. Encourage viewers to ask questions and explore the space in real-time, creating a more immersive experience compared to static photos. You can also host live events like market updates or discussions with local experts like mortgage brokers or home inspectors.
• Collaborate with influencers: Partner with local social media influencers who cater to your target audience. This could be a lifestyle blogger, interior designer, or even a local business owner. Collaborate on content creation that showcases properties and leverages the influencer’s reach to attract new potential clients.
• Leverage user-generated content (UGC): Encourage your followers to share their experiences with your services or their own homes using a branded hashtag. Reposting UGC can build trust and social proof, while also fostering a sense of community around your brand.

Inspiring Examples of Instagram Marketing for Real Estate

Instagram has become a powerful platform for real estate professionals to showcase properties, build their brands, and connect with potential clients. The following examples highlight how some of the most successful real estate businesses and agents are leveraging Instagram to drive engagement, increase visibility, and close deals.

1. The Agency RE

The Agency RE, a luxury real estate brokerage, uses Instagram to showcase high-end properties with stunning visuals and detailed descriptions. They incorporate professional photography and videography to capture the essence of luxury living, often featuring breathtaking views, lavish interiors, and exclusive amenities. Their use of Instagram Stories to provide virtual tours and behind-the-scenes content allows followers to experience properties in an immersive way. Additionally, The Agency RE frequently collaborates with influencers and celebrities to extend their reach and add credibility to their brand.

2. Ryan Serhant

Ryan Serhant, a top real estate agent and star of Bravo’s “Million Dollar Listing,” has mastered the art of personal branding on Instagram. His feed is a mix of high-quality property showcases, behind-the-scenes content, and motivational posts that resonate with his audience. Serhant’s approach is highly engaging—he regularly interacts with his followers through comments and Instagram Live sessions. Where he answers questions and offers real estate advice. His use of Instagram Reels to share quick tips and property highlights keeps his content fresh and relevant, making him a trusted and recognizable figure in the industry.

3. Nest Seekers International

Nest Seekers International, a global real estate brokerage, uses Instagram to showcase a diverse range of properties, from luxury penthouses in New York City to beachfront villas in the Hamptons. Their Instagram strategy emphasizes storytelling, with each post designed to evoke the lifestyle associated with the property. They also utilize carousel posts to highlight multiple aspects of a single property, providing a comprehensive view that engages potential buyers. Nest Seekers’ use of Instagram Stories and IGTV for virtual tours and market updates keeps their followers informed and engaged.

4. Compass Real Estate

Compass Real Estate is another excellent example of effective Instagram marketing. Their feed is a well-curated mix of stunning property photos, neighborhood highlights, and agent spotlights. Compass uses Instagram to not only showcase properties but also to build a sense of community. They regularly feature local businesses, events, and cultural landmarks, making their feed a valuable resource for potential buyers interested in specific neighborhoods. Compass also leverages Instagram’s ad platform to run targeted campaigns that reach specific demographics, helping them generate high-quality leads.

5. Million Dollar Listing LA

The Instagram account for “Million Dollar Listing Los Angeles” showcases some of the most luxurious properties in Southern California. The account features stunning photography and drone footage that capture the grandeur of multi-million-dollar estates. What sets this account apart is its behind-the-scenes content, where agents give followers a peek into the high-stakes world of luxury real estate. The account also uses Instagram Stories and IGTV to feature interviews with the agents, providing valuable insights into the real estate market and the strategies they use to close deals.

Wrapping Up: Instagram Marketing for Real Estate Business

By following these steps and consistently creating high-quality content, you can establish a thriving Instagram presence for your real estate business. Remember, Instagram is a marathon, not a sprint. Be patient, engage with your audience, and track your results to refine your strategy. With dedication and creativity, you can leverage the power of Instagram to connect with potential clients, showcase your expertise, and ultimately drive more business.

Ready to take your Instagram marketing to the next level? Predis.ai can be your secret weapon. This powerful AI-powered social media marketing tool streamlines content creation, analyzes your competition, and helps you schedule posts for effortless consistency.

Supercharge your Instagram strategy with Predis.ai. Sign up for a FREE trial today!

Instagram captions for Real estate accounts

Instagram marketing for Therapists

Best Real estate memes

Top Ad examples for real estate

Instagram hashtags for Real estate

Creating Real estate content on TikTok using AI