Are you aiming to build an engaged audience on your real estate Instagram account? Instagram remains a leading platform for real estate, offering significant opportunities for real estate companies and agents to connect with potential clients. By leveraging the right strategies, real estate agents can enhance their Instagram presence and generate more leads.

Evolving Your Real Estate Instagram Strategy

Instagram’s CEO, Adam Mosseri, recently highlighted that Instagram is evolving beyond its initial focus as a photo-sharing app. The platform now prioritizes entertainment through creators, video content, shopping, and messaging. For real estate agents, adapting to these changes is crucial for staying relevant and engaging on Instagram.

To maximize your impact, focus on these key Instagram post types:

1. Instagram Feed Posts

Feed posts, the traditional square images, remain a cornerstone of Instagram. Here’s how to optimize them for real estate:

• Frequency: Aim to post 3-5 times per week.

• Content Types: Include single images, videos under 60 seconds, and carousel posts (up to 10 images).

• Real Estate Content Ideas: Share new listings, before-and-after remodels, testimonials, and valuable real estate tips.

Best Practices:

• Add a call to action in carousel posts.

• Prioritize quality content over grid aesthetics.

• Use relevant real estate hashtags.

2. Instagram Stories

Instagram Stories are a powerful tool for real-time engagement:

• Frequency: Post multiple times daily, with Instagram recommending 8-10 active stories.

• Content Types: Focus on engaging videos, polls, questions, quizzes, and sliders. Include CTAs like asking viewers to send a DM.

Best Practices:

• Schedule stories using Facebook Creator Studio.

• Mix video and static content.

• Save high-performing stories to highlights.

3. Instagram Story Highlights

Highlights allow you to showcase and organize your best stories:

• Frequency: Update highlights regularly with evergreen content.

• Content Types: Create highlights around themes like “About Us,” “Listings,” “Community,” and “Testimonials.”

Best Practices:

• Limit highlights to 5-7 reels.

• Design branded highlight covers for consistency.

• Refresh outdated content periodically.

4. Instagram Guides

Instagram Guides compile related posts into a single, easily navigable format:

• Frequency: Add new guides as needed, aiming for at least three pieces of content per guide.

• Content Types: Share buyer and seller guides, home maintenance tips, and community info.

Best Practices:

• Target audience pain points and promote solutions.

• Keep guides updated with current information.

• Use a 3:4 ratio for cover images.

5. Instagram Reels

Reels, Instagram’s answer to TikTok, focus on entertaining short videos:

• Frequency: Start with one Reel per day; adjust based on engagement.

• Content Types: Incorporate trending sounds, challenges, and personal content.

Best Practices:

• Capture attention within the first 2-3 seconds.

• Include relevant hashtags and CTAs.

6. IGTV Video Content

IGTV allows for longer video content, ideal for detailed insights:

• Frequency: Post 1-3 times per week.

• Content Types: Use for interviews, detailed guides, and industry discussions.

Best Practices:

• Consider scripting videos and using them as blog content.

• Upload longer videos from a desktop.

• Add captions for higher engagement.

7. Instagram Live

Live sessions provide real-time interaction with your audience:

• Frequency: Go live 1-2 times per week, experimenting with timings.

• Content Types: Host Q&As, home tours, or live demonstrations.

Best Practices:

• Maintain a consistent schedule for live sessions.

• Enable auto-generated captions.

• Share live sessions to IGTV for extended reach.

8. Instagram Ads

Paid ads can boost visibility and lead generation:

• Types of Ads: Use promoted posts or targeted ads through Facebook Ads Manager.

• Focus: Promote high-performing content or real estate lead magnets.

Best Practices:

• Include social media ad spend in your marketing budget.

• Ensure a solid sales funnel for nurturing leads.

9. Instagram DMs

Direct messages offer a personal touch for building relationships:

• Strategy: Use DMs to follow up on engagements and foster connections.

• Best Practices: Respond promptly and consider sending personalized voice notes.

10. Instagram Comments

Engaging with comments boosts your account’s visibility:

• Frequency: Spend 10-15 minutes daily engaging with followers.

• Best Practices: Ask questions in captions to encourage comments and add value in responses.

Get Started with Instagram for Real Estate

Adapting to Instagram’s evolving features can greatly enhance your real estate social media strategy. Start implementing these tips to build a robust, engaging presence and connect effectively with your target audience.