Instagram has become a key player in this field, offering a great platform for reaching out to potential clients, showing off properties, and building a brand that really stands out. Understanding how to use Instagram effectively can change the way real estate professionals connect with their audience, turning casual viewers into serious buyers.
At DesigningIT, our team brings more than twenty years of experience to the table, specializing in creating effective digital marketing strategies. We know how to make the most of Instagram’s visual features to benefit your business. The platform is all about visuals, making it a perfect fit for showcasing real estate and the lifestyles that go with it. Instagram isn’t just about looking good, though; it’s a tool for engaging directly with your audience, using insights and analytics to sharpen your strategy and get better results.
In this article, we’ll share some of the top tips from our experts at DesigningIT. These aren’t just ideas; they’re tried and tested methods that can help boost your real estate marketing on Instagram. Whether you want to highlight beautiful property photos, share stories that connect with potential clients, or use targeted ads to reach the right people, we’ve got the insights you need. Join us as we explore how to make Instagram a powerful part of your real estate marketing toolkit.
Why Real Estate Agencies Can’t Ignore Instagram’s Influence
Real estate agencies can’t ignore Instagram for several key reasons:
- Visual appeal: Real estate thrives on visuals. Instagram’s platform is perfect for showcasing properties through photos and videos, giving potential buyers a closer look at what’s on offer.
- Wide audience: Instagram has a vast and varied user base. This allows agencies to reach different demographics, including younger generations like millennials and Gen Z, who are increasingly important in the real estate market.
- High engagement: Instagram’s interactive features mean agencies can directly engage with potential clients, answering questions, and building relationships. This level of interaction helps in fostering trust and community around a brand.
- Cost-effectiveness: Advertising on Instagram can be more affordable compared to traditional marketing channels. With targeted ads, agencies can reach specific groups of people without spending a fortune, offering a better return on investment.
- Competitive edge: In a crowded market, Instagram provides a platform for agencies to stand out. By sharing unique content and stories, agencies can showcase their brand’s personality and successes, differentiating themselves from competitors.
- User-generated content: Happy clients can share their experiences and tag the agency, providing authentic endorsements. This user-generated content can expand an agency’s reach and bolster its reputation without extra effort.
How Does Real Estate Marketing Work on Instagram?
Real estate marketing on Instagram uses the platform’s visual-centric nature and vast user base to showcase properties, engage with potential buyers, and build a brand presence. Here’s how it works:
1. Showcasing properties
Agencies post high-quality photos and videos of listings to give followers a virtual tour of the properties. Features like Instagram Stories, Reels, and IGTV allow for creative presentations, from short property highlights to longer walkthroughs.
2. Targeted advertising
Instagram offers advanced targeting options for ads, allowing agencies to reach potential buyers based on demographics, interests, behaviors, and more. This ensures that marketing efforts are directed toward people most likely to be interested in the properties being promoted.
3. Engaging content
Beyond just property listings, agencies share content that adds value and engages users. This can include home-buying tips, interior design ideas, market trends, statistics, and success stories. Such content helps in building a community and keeping the audience engaged.
4. Interactive features
Using Instagram’s interactive features like polls, question boxes, and direct messages encourages engagement from followers. These features make it easy for potential clients to ask questions, provide feedback, or express interest in listings.
5. Hashtags and geotags
To increase visibility, posts are tagged with relevant hashtags and geolocations. Hashtags help in reaching users searching for real estate-related content, while geotags attract those interested in specific areas.
6. Influencer collaborations
Some agencies collaborate with local influencers or industry-related personalities to reach a wider audience. These partnerships can introduce the agency’s offerings to potential clients who trust the influencer’s recommendations.
7. Analytics and insights
Instagram provides valuable analytics that agencies use to track the performance of their content and ads. This data helps in understanding what resonates with the audience, allowing for the optimization of future marketing strategies.
8. Building brand identity
Through consistent posting, engaging content, and interaction with followers, agencies build a recognizable brand identity on Instagram. This includes a consistent visual style, tone of voice, and brand messaging that aligns with the agency’s values and target audience.
Best Instagram Tips for the Real Estate Industry
Establishing a Strong Profile
If your real estate agency isn’t yet on Instagram, it’s time to embrace this powerful platform. Start by downloading the Instagram app from the App Store (iOS) or Google Play (Android). If you’re already using Instagram personally, think about establishing a separate business account specifically for your agency.
- Creating Your Account:
When setting up your account, choose a username that reflects your agency’s name or brand. This should be easily recognizable and memorable to ensure your clients can find you easily.
- Switching to a Business Profile:
Once your account is active, transition to a business profile to unlock advanced features. Business profiles access Instagram Insights, offering in-depth analytics about your account’s engagement and performance. This data is invaluable for understanding your audience and refining your marketing strategies.
To make the switch:
Visit your profile and tap the three horizontal lines in the top-right corner. Then, select “Settings” followed by “Account”. Here, you’ll see the option to switch to a business account.
Setting Up a Business Account on Instagram:
Switching to a business account is a strategic move for real estate agencies. It not only professionalizes your online presence but also equips you with tools for better engagement and analytics.
Learn how to set up a business account on Instagram- Business account on Instagram
Optimizing the Instagram Profile
Optimizing your Instagram profile is crucial for real estate agencies looking to enhance their online presence and connect with potential clients. Here’s how to ensure your agency’s Instagram profile is set up for success:
1. Choose a High-Quality Profile Picture
Your profile picture should be instantly recognizable. Use your agency’s logo or an image that clearly represents your brand. This helps to establish brand recognition and trust with your audience.
2. Craft a Compelling Bio
Your bio should be concise yet informative, highlighting key aspects of your agency. Include your specialization (e.g., commercial real estate, residential properties), location, and any unique services you offer. This is your chance to showcase your brand’s personality and make a strong first impression. Incorporating a call-to-action, like inviting followers to visit your website for listings, can also be very effective.
3. Update Your Contact Information
Ensure that your contact information is accurate and comprehensive. This should include your agency’s physical address (if applicable), a contact number, and an email address. Easy access to contact details is crucial for potential clients who may want to inquire about your services.
4. Include a Link to Your Website
Your bio should also contain a direct link to your agency’s website. This link is vital as it guides potential clients to explore your listings, learn more about your services, and contact you for their real estate needs.
Here’s a template that you can customize to fit your agency’s specifics:
| 🔑 [Your Agency Name] | [Your Slogan or Unique Value Proposition] 📍 Serving [Location/Area] 🏡 Specializing in [Residential/Commercial/Industrial/Luxury] Real Estate ✨ Helping you find the perfect property or sell for the best value 📲 DM us for inquiries | 📞 [Contact Number] 🌐 Visit our website for listings & more: [Website URL] 👇 Check out our latest properties & testimonials[Link to a specific page or Linktree] |
Compelling Content Creation
The creation of compelling content is a crucial strategy in engaging potential clients, showcasing properties, and building a brand that resonates with audiences. Here’s how real estate professionals can elevate their content game to captivate and convert their audience.
1. Tell a Story
Every property has a story, and your content should aim to tell it. Whether it’s the history of a historic home, the unique architecture of a commercial building, or the lifestyle a residential property offers, narrative-driven content can engage potential buyers on a deeper level. Use storytelling to highlight the features and benefits of properties, making them more relatable and desirable to your audience.
2. Use High-Quality Visuals
Visuals are the cornerstone of real estate marketing. High-resolution photos and videos that showcase properties in the best light are essential. Consider investing in professional photography or drone footage to provide a comprehensive view of your listings.
3. Educational Content
Beyond just listings, provide value to your audience through educational content. This could include market analysis, buying and selling tips, home improvement ideas, or insights into local neighborhoods. Such content positions you as an authority in your field and can help build trust with your audience.
4. Customer Testimonials and Success Stories
Use the power of social proof by sharing customer testimonials and success stories. Hearing about positive experiences from other buyers or sellers can significantly influence potential clients’ decisions. It’s a testament to your expertise and service quality, making your agency more appealing.
Client review on Instagram:
Success story on Instagram:
5. Interactive and Engaging Posts
Incorporate interactive elements into your content strategy. Polls, quizzes, and question prompts can encourage audience participation and feedback. This not only increases engagement but also provides valuable insights into your audience’s preferences and needs.
6. Use Various Content Formats
Diversify your content by utilizing various formats. Blogs, infographics, podcasts, and newsletters can cater to different segments of your audience based on their content consumption preferences. This variety ensures your message reaches a wider audience and keeps your content strategy fresh and engaging.
Effective Use of Instagram Stories
Instagram Stories offer a unique and powerful avenue for real estate professionals to enhance their marketing efforts. Here’s why incorporating Stories into your real estate marketing strategy is a wise move:
- Instant engagement: Instagram Stories are designed for instant consumption. With their 24-hour lifespan, Stories create a sense of urgency that encourages viewers to watch them before they disappear. This immediacy can be particularly effective for time-sensitive content, such as open house announcements or special promotions.
- High visibility: Stories appear at the top of users’ feeds, making them one of the first things seen when logging into Instagram. This prime positioning ensures higher visibility for your content, potentially increasing engagement rates compared to regular posts.
- Personal touch: Stories offer a casual way to connect, allowing real estate agents to share behind-the-scenes content and build a personal rapport with the audience.
- Interactive elements: Features like polls and questions engage viewers directly, fostering interaction and gathering valuable feedback.
- Real-time showcasing: For real estate, the ability to showcase properties in real time is a game-changer. Whether it’s a live tour of a new listing or a quick update on property features, Stories make it easy to share in-the-moment insights that can captivate potential buyers.
- Storytelling: Sequential slides allow for effective storytelling about listings and their lifestyle, making properties more appealing.
- Useful Insights: Instagram provides analytics for Stories, helping agents understand what content engages their audience best.
- Story highlights: Don’t let your valuable content disappear after 24 hours. Use Story Highlights to categorize and save important stories on your profile. This can include highlights for new listings, customer testimonials, tips, and community events, making it easy for new followers to browse through your past content.
Using Instagram’s IGTV for Long-Form Content
Using Instagram’s IGTV for long-form content offers several benefits for real estate professionals looking to deepen engagement and provide comprehensive information to their audience. Here’s why incorporating IGTV into your real estate marketing strategy can be beneficial:
1. In-Depth Property Showcases
IGTV allows for longer videos, enabling agents to offer detailed tours of properties. This can be particularly effective for showcasing larger estates, detailed architectural features, or community amenities that require more time to explore fully.
2. Establishing Expertise
Long-form content is ideal for sharing market analyses, investment tips, or educational material on the buying and selling process. By providing valuable information, real estate professionals can establish themselves as industry experts and trusted advisors.
3. Building Stronger Connections
Longer videos allow for more storytelling and personal sharing, which can help in building a stronger emotional connection with your audience. Sharing stories of successful transactions, client testimonials, or the journey of finding the perfect home for a buyer can resonate deeply with viewers.
4. Enhanced Visibility and Reach
IGTV content has the potential for greater reach due to its prominent placement within the Instagram app and the ability to share previews of IGTV videos in the feed. This increased visibility can attract a wider audience, including those who may not regularly engage with Stories or feed posts.
5. Long-Term Content Availability
Unlike Stories, which disappear after 24 hours, IGTV videos can be saved on your profile, providing a long-term resource for clients. This makes your IGTV channel a valuable library of content that can continuously attract and engage viewers over time.
6. Cross-Platform Sharing
IGTV videos can be shared across multiple platforms, including embedding them on your website or sharing links via email newsletters. This cross-platform sharing extends the reach of your content beyond just Instagram followers.
7. Monetization Opportunities
For real estate influencers or agencies with a significant following, IGTV offers monetization opportunities through ads. This can be an additional revenue stream while sharing informative and engaging content with your audience.
IGTV vs. Instagram Live for Real Estate Marketing
Using Instagram Live for real estate offers a dynamic and interactive way to engage with your audience in real time. This feature can be incredibly beneficial for real estate professionals in several ways:
- Real-Time Interaction: Host live Q&A sessions, property tours, or market updates, allowing followers to ask questions and get immediate responses, fostering a sense of community and connection.
- Urgency and Engagement: The live nature of the content creates a sense of urgency, encouraging more immediate viewing and engagement from your audience.
- Authenticity: Live broadcasts offer an unfiltered glimpse into your business, helping to build trust and authenticity with your audience.
- Feedback and Insights: Instant feedback during live sessions can provide valuable insights into your audience’s interests and preferences.
Now, let’s compare Instagram Live and IGTV to better understand their unique features and how they can be used in real estate marketing.
| Feature | Instagram Live | IGTV |
| Content Type | Real-time video streaming | Pre-recorded, longer-form videos |
| Video Length | Up to 4 hours | Up to 60 minutes for larger accounts, 15 minutes when uploading from mobile |
| Interaction | Viewers can comment and interact in real time | Comments and likes are possible, but not in real time |
| Availability | Can be saved to Stories for 24 hours or archived to IGTV for longer viewing | Remains on the IGTV tab on your profile indefinitely |
| Discoverability | Notified followers when you go live; appears at the front of the Stories bar | Can be discovered through the Explore page, shared to Stories, or found on your profile |
| Use Cases | Q&A sessions, live tours, market updates, interviews | Detailed property tours, educational content, client testimonials |
| Engagement | High engagement through real-time interaction | Engagement through comments and likes after posting |
Building a Community Through Engagement
Here are strategic ways real estate professionals can create a thriving community through engagement on Instagram:
- Engage Proactively with Your Audience
Start conversations by asking questions in your posts and Stories, encouraging your followers to share their thoughts and experiences. Responding promptly and thoughtfully to comments and direct messages makes your audience feel heard and valued, fostering a sense of community.
- Use Instagram’s Interactive Features
Leverage Instagram’s array of interactive features such as polls, quizzes, and Q&A sessions in Stories to encourage active participation. These tools not only make your content more engaging but also provide insights into your followers’ preferences and interests.
- Share User-Generated Content
When followers tag your agency in their posts or use your branded hashtag, share this content on your Stories or feed (with their permission). This not only celebrates your community but also encourages others to share their experiences, creating a collaborative and inclusive environment.
- Highlight Testimonials and Success Stories
Featuring testimonials and stories of satisfied clients can foster trust and credibility among your audience. It showcases the real impact of your services and encourages others to envision themselves working with you.
- Host Live Sessions
Instagram Live sessions provide an excellent opportunity for real-time interaction. Hosting live Q&As, virtual property tours, or interviews with industry experts can draw your community in, offering them direct access to your knowledge and insights.
- Collaborate with Local Businesses and Influencers
Partner with local businesses, influencers, or industry experts to create content that benefits your audience. This not only diversifies your content but also introduces your community to relevant products, services, and information, enriching their experience.
- Consistency is Key
Maintain a consistent posting schedule and a cohesive content strategy that aligns with your brand’s identity and values. Consistency in your engagement efforts shows commitment and helps keep your community active and involved.
- Educate and Add Value
Beyond showcasing properties, share content that educates your audience about the real estate process, financing options, home maintenance tips, and more. Providing value beyond sales pitches can establish your profile as a go-to resource in the real estate field.
Using Instagram Ads for Targeted Marketing
Instagram ads provide exceptionally effective personalized marketing. You can effortlessly reach a broad yet precisely targeted audience, avoiding the substantial costs associated with traditional advertising campaigns. As the most widely used ad platform on social media, Facebook’s integration with Instagram, both owned by Meta, allows you to seamlessly create Instagram ad campaigns directly from your Facebook business account.
These ads offer a dual advantage of extensive reach and remarkable specificity. Delivering high-value ad content and ensuring precise targeting is crucial. While a well-executed advertising strategy is essential for successful Instagram marketing, it’s equally crucial to avoid a haphazard ad campaign, as it could have adverse effects.
How to set up an Instagram Ad campaign for your business profile
- Link Your Instagram Account to Your Facebook Page:
Ensure that your Instagram account is linked to your Facebook business page. This integration allows you to create and manage Instagram ads from your Facebook Ads Manager.
- Access Meta Ads Manager:
Log in to your Facebook account and navigate to the Ads Manager. If you don’t have a Meta Ads Manager account, you may need to create one.
- Choose Your Marketing Objective:
In Ads Manager, click on the “+ Create” button to start a new ad campaign. Select your marketing objective. For hotel promotions, you might choose objectives like “Reach,” “Traffic,” or “Conversions.”
- Define Your Audience:
Specify the target audience for your hotel ad. Consider demographics, interests, and behaviors relevant to your ideal guests. You can create a custom audience or use predefined audience options.
- Set Your Budget and Schedule:
Determine your ad budget and schedule. Choose between a daily or lifetime budget. Set the duration and timing for your ad campaign.
- Select Ad Placements:
Choose “Manual Placement” to select specific ad placements. Ensure that Instagram is selected as one of the platforms for your ad.
- Create Your Ad Creative:
Design visually appealing ad creative. This includes selecting the ad format (carousel, single image, single video, or slideshow) and uploading high-quality images or videos.
- Craft Compelling Ad Copy:
Write engaging ad copy that highlights the unique selling points of your real estate. Clearly communicate the value and benefits to potential clients.
- Add a Call-to-Action (CTA):
Choose a relevant call-to-action button for your ad. Options include “Book Now,” “Learn More,” “Contact Us,” or other CTAs that align with your campaign goals.
- Review and Confirm:
Review your ad settings, creative elements, and targeting. Make sure everything aligns with your campaign objectives. Once satisfied, click on the “Confirm” or “Place Order” button to launch your Instagram ad campaign.
- Monitor and Optimize:
Regularly monitor the performance of your Instagram ad using Facebook Ads Manager. Analyze key metrics like engagement, reach, and conversions. Use this data to optimize your ad strategy for better results.
Implementing a Consistent Posting Schedule
Maintaining a consistent posting schedule on Instagram is crucial for real estate professionals aiming to maximize their visibility and engagement with potential clients. Here’s how to ensure your Instagram content strategy is both consistent and effective:
- Create a Content Calendar
Develop a content calendar to plan out your posts in advance. This should include a variety of content types, such as property showcases, market updates, client testimonials, and behind-the-scenes looks at your real estate business. A well-planned calendar helps maintain a balanced and engaging feed.
- Determine Optimal Posting Times
Analyze your audience’s activity patterns using Instagram Insights or other analytics tools to identify the best times for posting. Timing your posts to coincide with when your audience is most active can significantly increase visibility and engagement.
- Batch Produce Content
Dedicate specific times for content creation and prepare your posts in batches. This approach allows you to have a repository of content ready for posting, ensuring consistency even during busy periods without sacrificing quality.
- Use Scheduling Tools
Take advantage of social media management tools like Hootsuite, Buffer, or Later to schedule your posts. These tools can be a lifesaver, allowing you to maintain a regular posting schedule without needing to be on the platform every day.
| Tool | Key Features | Pricing |
| Tailwind | Automated scheduling, hashtag suggestions, best posting times, engagement stats, works with Pinterest, multiple accounts | Custom |
| Agorapulse | All-in-one social media tool, collaborative features for teams, social inbox, one-click reports, supports multiple platforms | Custom |
| Seamless posting to Instagram and Facebook simultaneously, part of Meta’s ecosystem, increases post reach and engagement | Free | |
| ACESocial | Automated posting, content provided by RISMedia, manual scheduling option, posts to Facebook, Twitter, LinkedIn, Instagram solution available | Custom |
| Hootsuite | Schedules online articles, automatic posts across social media, new auto-posting function, ideal time posting | Custom |
| Crowdfire | Content discovery and sharing, mentions, likes, comments, messages tracking, Shopify, Etsy, WordPress integration, affordable | From $9.99/month |
| Later | Scheduling for later posting, multi-platform, upload images directly, notification for publishing time | Custom |
| Combin | Growth-focused, hashtag finding, mass liking and commenting, geolocation targeting, safe growth on Instagram | Free; $30/month for businesses |
| Go High Level | All-in-one marketing platform, appointment scheduling, CRM, automation, tailored for real estate, manages multiple aspects of digital marketing | Custom, inquire for pricing |
- Maintain Flexibility
While having a schedule is important, remain flexible enough to adapt to timely topics, market changes, or spontaneous content opportunities. This adaptability ensures your content stays relevant and engaging.
- Engage Regularly
Consistent engagement is just as crucial as consistent posting. Make it a point to interact with your followers regularly by responding to comments, engaging with their content, and answering direct messages. This helps build a loyal community around your brand.
- Review and Adjust Regularly
Continuously monitor the performance of your content and adjust your strategy as needed. Pay attention to which types of posts generate the most engagement, the times of day that work best for your audience, and any trends in follower growth or engagement patterns.
Monitoring Analytics and Adjusting Strategies
Instagram provides a statistics-tracking feature within its mobile app known as Insights, offering valuable insights into your audience. With Insights, you can uncover crucial information about the content that resonates most with your followers.
For instance, you may discover that your audience engages well with dynamic video clips showcasing events and celebrations, or they are captivated by high-resolution images showcasing your hotel’s scenic views.
By analyzing visitor behavior through Insights, you can refine your content strategy, delivering more of the content that your audience appreciates and expanding your reach on Instagram. Additionally, Insights enables you to enhance the effectiveness of your targeted advertisements.
| Monitoring steps | Description |
| Track KPIs | Identify and focus on key performance indicators relevant to your goals, such as engagement rates, reach, impressions, and conversion rates. |
| Use Instagram Insights | Utilize Instagram’s built-in analytics tool for business accounts to gather data on follower demographics, post performance, and audience behavior. |
| Analyze Content Performance | Review the performance of individual posts and Stories to determine what content types are most engaging to your audience. |
| Monitor Trends | Keep an eye on trends in audience growth and engagement to gauge the overall health of your Instagram strategy and identify areas for improvement. |
| Evaluate Ad Performance | Closely monitor the metrics of Instagram ads, including click-through rates and conversion rates, to assess effectiveness and ROI. |
| Set Benchmarks and Goals | Establish performance benchmarks and set clear, measurable goals for content and engagement strategies. |
| Experiment and Iterate | Test new content formats, posting schedules, and engagement tactics to see what works best, using A/B testing where possible. |
| Stay Informed on Updates | Stay updated on Instagram’s feature and algorithm changes to adapt your strategy accordingly and leverage new opportunities. |
Learn more about Instagram Business Insights- Understanding Instagram Business Insights