Even if you’ve never used the app, you won’t be surprised to hear that Instagram is perfect for real estate. After all, it’s a highly visual platform; it’s perfect for a business that relies so heavily on optics. But beyond that, it’s also got location data and geo-targeting functions that allow real estate agents and firms to target audiences within a close proximity.
And if that’s not convincing enough, Instagram’s 1.4 billion active users, many which engage with real estate pictures, should convince you have how effective it can be to market properties.
Therefore, whether you’re already on the platform or are still contemplating jumping on the bandwagon, here are some tips on how you can optimize Instagram for real estate.
Using Instagram posts, Reels, and Stories
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First, the basics; it’s not enough to have pretty pictures on Instagram. You’ll also have to know how to market your content effectively and maximize the platform to your advantage. Familiarize yourself with Instagram’s basic features — Instagram posts, Reels, and Stories — and know what kind of content each one works best with.
Posts
Posts are the most easily navigable content on your account. When users visit your account, the first thing they’ll see is your profile, so make sure you curate your content in a way that is immediately pleasing to the eye. Take pictures of your properties’ rooms, amenities, and backyard if applicable. You can check out our post “Top 11 Amazing Real Estate Photographers to Follow” for some inspiration.
Instagram posts are also great for comprehensive and informative posts, such as house tours or real estate market guides — but we’ll get to that later!
Stories
Instagram Stories are versatile and casual and are perfect for letting you post at a higher frequency without congesting one’s feed. They expire within 24 hours, which is why they’re perfect for time-sensitive content, like personal updates on specific stagings or what campaigns you’re currently working on. You can also bump old posts to provider updates on the status of certain properties.
Reels
Instagram Reels are the newest feature on Instagram, created as a response to the viral short video platform TikTok. They’re best for fun and casual content, usually around 15-30 seconds. Instagram has a separate tab solely for Reels, so you can appear on other users’ feeds. Reels are perfect for practically anything — from interior design tutorials to tours or construction pictures.
Hashtags are an absolute necessity when it comes to real estate marketing. When you add a hashtag, it makes your posts visible to users who are looking for content under those specific hashtags. Ask Money’s marketing guide for Instagram explains how to do this strategically. Keep the hashtags at a reasonable number and use only the ones that will resonate with your audiences. You can use your location, school district, the style of the property, or the name of your brokerage that will enable other users to engage with your posts.
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Hashtag trends are constantly changing, so you’ll have to do some experimenting to figure it out. The best way to do this is by looking at what other accounts similar to yours are doing and replicate the best practices to gain the best possible results.
Sharing informative content
For a complex industry like real estate, one of the best ways to earn followers is by posting informative content. Entrepreneur states that short-form video content has boomed in popularity because people don’t like reading or have enough attention span to watch videos over a minute. To this end, Instagram’s video options are perfect for delivering impactful and interesting information in digestible, bite-sized bits that won’t lose your audience’s attention.
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You can use the platform’s versatile features to talk about topics like mortgages, listings, or even design inspirations. Just keep in mind that the best way to establish yourself as a reliable authority is by posting this content at regular intervals.
Engaging with your market
Finally, allow your followers to get to know who you and your team are. An article from CEOWORLD states that building trust in your brand can be done by focusing on your customer relationships and engaging with your audience in a transparent and direct way. You can share personal stories, and opinions, or even promote your firm’s ethos by promoting your activities outside of regular operations, such as charity or local involvement, and what causes your support.
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This may necessitate finding a balance between professional and personal content, but it’s a great way to build trust among potential clients.
Instagram is always changing, but it’s the best way to stay relevant and appeal to your target market. Although you’ll have to adapt at the start, in the long run, it will be a fun and creative way to engage with your audience!