Actual Property Advertising and marketing on Instagram [Guide]

You joined Instagram as a result of, nicely, ‘It’s the place to be.

Your fellow realtors, your purchasers, virtually everybody round you was on Instagram, both , critically looking for or actively advertising and promoting homes, so that you thought you’d give it a attempt.

So that you create an account, and ask family and friends to attach or take part. New customers typically submit footage randomly, with no technique or a lot thought. You in all probability haven’t gathered greater than 1000 followers, and get barely any engagement (your mom’s thumbs-up on each submit doesn’t rely).

However even this weak stage of Instagram advertising prices you time and psychological power you could possibly be utilizing for different issues, to not point out the area in your cellphone’s reminiscence.

After weeks and months of no actual progress, you is perhaps contemplating both closing it down and going again to specializing in conventional methods of discovering purchasers — or attempting tougher to make Instagram give you the results you want.

Because you’re right here, we’ll assume you’ve determined to make a go of it. Wonderful resolution.


44% of homebuyers use the web to search for properties first.


Prospective Home Buyers First Steps for Purchasing a Home Chart


Potential home-buyers will largely find yourself at Zillow, Trulia, Redfin and even your rival’s web site, based mostly on what they discover on-line. To have them come to you as an alternative, you’ve acquired to go to the place they hang around and woo them.


Solely 14% of realtors are on Instagram, but 65% of millennials, the most important group of first-time homebuyers, use this platform day by day.


Instagram is a results-oriented marketing- and lead-generating instrument, but it surely solely works for those who’re super-strategic about each step you are taking.

Let’s get your Instagram advertising technique up-and-running. To make this course of simpler for you, we’ve outlined our greatest ideas and tips that may get you on the highway to leads, cash, and fame by way of Instagram.


Instagram Advertising and marketing: Greatest Practices & Examples for Realtors

How Realtors Use Instagram to Make Real Estate Sales


Set Particular Instagram Advertising and marketing Targets

Actual property brokers generally have two varieties of targets on their radar — the monetary, such because the variety of properties listed every month, or annual gross sales and fee targets, and the sensible, which embody day-to-day targets, comparable to appointments, conferences, open homes, and many others.

Your monetary targets can solely be met in the event that they’re in sync together with your advertising techniques. As they are saying, ‘A property well-marketed is a property half-sold.’

So you want to have focused advertising develop into a part of your sensible targets. Don’t simply soar on the Instagram bandwagon as a result of 100 articles say it’s nice, have interaction with Instagram as a result of you have got a transparent aim in thoughts to your actual property enterprise, and this distinctive platform may also help you attain that aim in wonderful methods.

Your aim may very well be one thing so simple as creating an intentional on-line footprint for your enterprise and testing the social waters, or one thing slightly extra structured, comparable to producing certified leads for your enterprise.

How Realtors Use Instagram to Make Real Estate Sales

What sort of leads may you count on to get by way of Instagram?

  1. Individuals in your space eager to promote their houses
  2. Individuals in your space seeking to purchase new houses
  3. Out-of-town patrons on the lookout for houses in your space
  4. Purchasers you’ve labored with beforehand
  5. Individuals concerned with actual property, however not seeking to buy proper now
  6. Individuals planning on changing into actual property brokers (You’ll be able to all the time dip your toes within the on-line programs sport and supply assist to aspiring brokers.)

So earlier than you go any additional, specify which form of leads you’re seeking to goal and description your advertising targets.

Then get much more particular.

What sort of property is your supreme lead eager to promote or purchase — Luxurious houses?

View this submit on Instagram

Wow. Simply wow. This opulent penthouse at 6 N Michigan Ave is just beautiful. With classic & fashionable character, this $3,900,000 house is situated within the former Montgomery Ward’s Observatory. It boasts 6,400 sqft, 4 flooring, and over 2,000 sqft of out of doors area together with 2 roof high decks and a wrap round terrace. Unobstructed views of Millennium Park, Lake Michigan, & metropolis. The master bedroom makes up all the third flooring! This property is listed by Philip Skowron with At Properties. @SmashProperties @rjyoz @_jamesdemarco || – – – #atproperties #houses #penthouse #penthouseliving #chicago #chicagorealestate #smashproperties #chicagoliving #chicagohomes #loophomes #streetervillehomes #rivernorthhomes #grantpark #lakemichigan #312 #312homes #chicagorealestate #realestate #luxhomes #luxuryliving #penthouselife #richlife #boss #bosslife #wickerparkhomes #goldcoasthomes

A submit shared by Smash Properties (@smashproperties) on

Condos? Seaside homes?

Houses in particular faculty district zones? Houses in a sure worth vary?

Be certain your submit captions sometimes point out your audience, your goal property descriptors, and your space, and embody them in your bio to draw the appropriate viewers.

A barely sensational bio, like Chad’s, will do properly if fancy’s your vibe.

Million Dollar Listing Miami Real Estate Agent Chad Carroll Instagram

Or one thing as easy and to-the-point as Ian’s.

Ian Grossman Austin Texas Real Estate Agent Instagram Profile

Your posts, your captions, hashtags… every thing needs to be tailor-made in response to your targets and audience, so be very clear on them.


Use Captions That Encourage and Promote

So that you’ve arrange a succinct, well-targeted profile and also you’ve began posting high-quality footage. However with out the appropriate captions, hashtags and geotags, your posts will drown in a sea of different actual property content material.

Draw individuals in with tempting phrases that tug at their hearts and make them envision the way it’d be to reside at that home.

Infuse your character in your posts. It’s uniquely you and will provide you with an edge in the actual property area of interest, additionally serving to you identify your model voice. How?

Weave Inspiring Tales

Among the best methods to put in writing heartwarming captions is by making a story. Incorporate your purchasers and hyperlink collectively these particular, unique-but-universal moments in house-hunting.

Tales construct an actual reference to followers.

That is why everybody I do know is hooked on to HGTV’s actual property reveals. They use narratives (a pair on the lookout for their dream home or to efficiently flip one other stepping stone of their funding profession) to evoke feelings of their viewers and promote their promoting slots.

To inform a very good story:

  • Describe the would-be lifetime of the household who’d reside within the new itemizing you’ve put up. Point out further perks that sweeten the deal, like possibly everybody’s favourite espresso home is correct on the nook.


  • Present the way you helped that nice couple discover the right home for them. Add one thing in regards to the canine or cute child, and also you’ve acquired a profitable caption.


  • Share humorous tales of individuals you’ve met whereas working as an actual property agent. 


  • Reveal your individual experiences and life story.


Add Compelling Itemizing Descriptions

With so, so many homes and realtors on Instagram, individuals aren’t going to DM you and ask for particulars about that individual home you posted final evening. If you happen to don’t give sufficient details about listings you set up, consumers are simply going to scroll previous.

Add as a lot description you’ll be able to — location, facilities, neighborhood, variety of rooms and bogs, descriptions of every, worth, 12 months it was constructed, and many others. Don’t make the caption too long-winded (no person’s going to learn by way of a number of prolonged paragraphs), however add every thing in easy-to-read factors.


Rank Greater in Search Outcomes with Hashtags and Geo-Tagging

Hashtags make it simpler for actual property brokers to draw new audiences and interact with them. An Instagram submit with not less than one hashtag averages 12.6% extra engagement than a submit with none.

Nevertheless, you want to add hashtags that your viewers actively searches for. Not generic, ineffective ones like #goodday or #lovesunshine. Our 2019 Instagram Hashtag Information is a good start line for actual property brokers who’re critical about amping up their Instagram presence and engagement.

If you happen to don’t have time to undergo the information and discover the very best hashtags to make use of proper now, right here’s an inventory of well-liked actual property tags through The Ashby and Graff Benefit.


























You also needs to use #(yourarea) – e.g. #wisconsin or #appleton, and optionally, your model identify – #xyzrealtor.

The Instagram geotag characteristic makes connecting with locals in your space a simple breezy course of, particularly useful for those who’re posting a home itemizing and want to appeal to individuals dwelling close by. Merely add the realm whereas posting your image, and when individuals seek for that, your submit will instantly pop up.

Latest research have proven that posts with geotags stand up to 79% extra engagement. The tag additionally tells individuals the place a reasonably home is at one look.

This one’s in Scarsdale, New York.



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Lead-Producing, Gross sales-Funnel-Acceptable Content material

That is the place it will get slightly difficult. Your Instagram profile isn’t simply your actual property portfolio — it’s a digital illustration of your model.

Placing up random property footage with an occasional private anecdote added at any time when temper strikes simply isn’t going to chop it. It’s good to observe a correct posting technique relying in your audience, your advertising targets and your profile’s reputation.

What to posts to your present targets will range, however take note the next basic ideas:

  • Publish excellent-quality footage and movies, as a survey discovered 83% of homebuyers need photographs of the property to be accessible on-line. These footage and movies will immediately signify you and your model, and also you don’t need your audience to affiliate horrible-quality posts with both.
    To point out that you just’re an expert, profitable realtor, you want to take crisp, high quality visuals. The higher the image is, the extra individuals it would appeal to, and isn’t that what each realtor desires?

  • No inventory photographs. Don’t use the identical picture out of your web site or newspaper itemizing, both. And no extra posting footage in panorama orientation. Instagram cellular customers have now crossed the 1-billion mark, and you want to be sure your footage are optimized for them.  

  • Don’t simply restrict your self to photographs; create enjoyable movies and submit them, too.
  • Make movies of open homes, give home excursions, present purchasers’ reactions, reply questions or just create a few enjoyable GIFs and submit these. Give your viewers a wide range of visuals to entertain and educate them.

Now, about that gross sales funnel, narrowing from informal interactions with as many customers as doable to these valuable profitable leads.


High of the Funnel  

You’ve simply began both your Instagram web page or your actual property enterprise and your core aim is to draw individuals in the direction of your profile, get most followers and let individuals know you’re within the enterprise.

The next varieties of posts will make it easier to appeal to new leads for those who’re on the high of the funnel.

Attention-grabbing details and funky, undiscovered or underrated locations in your space. This may broaden your viewers base (since you by no means know when somebody is aware of somebody whose aunt’s neighbor is on the lookout for a home in your space).

Turn into your space’s digital mayor and present the net world that you understand your neighborhood higher than anyone else.

“For an actual property social media information feed to achieve success, it’s focus should be hyperlocal and supply plenty of informative posts and articles for residents or potential homebuyers.” – Victoria Carter, Actual Property Agent, Weichart

Sneak peek some fascinating tidbits of recent listings — cute corners or fascinating again tales (if it’s an outdated home, share cool details about individuals who constructed it or lived there, and many others.). Don’t deal with promoting simply but. Entertain your viewers with fascinating details and viral-worthy footage.  

Develop a watch for Instagrammable home pictures — whether or not or not it’s out of your listings otherwise you share cool bits from different realtors’ listings. Discover classic toilet tiles, fascinating crown molding, bizarre wallpaper or a basic chandelier.

Picture reminiscences of gorgeous architectural options you’ve seen through the years. Perhaps a bunch of favourite staircases, gardens, bogs or foyers.

Give ideas and tips for (normally, first-time) owners.

Add a little bit of knowledgeable data that future owners would vastly admire.

BONUS BOOST: Collaborate with different native brokers to do ongoing Shoutout exchanges. Publish a pic of their new itemizing, or of them, and tag them. Have them reciprocate by DMing them or emailing them your itemizing.

How Realtors Use Instagram Stories


Center of the Funnel

Your aim at this stage is to interact with the brand new leads you’ve interested in your Instagram profile and heat them up for a sale.

Strive posts comparable to these:

  • Digital excursions of recent listings. You’ll be able to submit quick 60-second movies exhibiting all the home, and even 360-degree photographs.  
  • Present behind-the-scenes footage of easy methods to stage a house, the challenges & obstacles you’re coping with, the method of organising an open home, and — after all — patrons getting keys to their dream houses. Channel your internal HGTV producer.

  • Photos of you together with your purchasers and workers — having enterprise lunches, trying out backyards, signing contracts, and many others.


Backside of the Funnel

At this narrowest level, you’re seeking to shut some offers and convert heat leads into precise purchasers. You need them to return out to open homes, provoke shopping for and promoting discussions and let different potential purchasers know that you just’re the appropriate actual property agent for his or her home wants.

If you happen to’re aiming for that bullseye, the next posts will make it easier to seal the deal:

  • Walkthroughs of open homes, making them as welcoming as doable. Add a call-to-action (CTA) inviting individuals to hitch you.  


  • Earlier than-and-after photographs of how your purchasers turned a home into their dream house. Tag them to make them really feel appreciated and engaged.


  • Testimonials from actual and happy purchasers. Do you know that 62% of on-line house patrons mentioned they’re prone to contact an agent if they’ve wonderful opinions?

View this submit on Instagram

Completely satisfied Friday! Affiliate Accomplice @buywithjosh has lived in Playa del Rey for the previous 12 yrs & describes it as a “gateway from the busy metropolis to your individual non-public oasis.” Learn extra beneath about his insights on the realm & recommendations on locations to go to: . “In 2006, I moved from CA to NY. The first condominium I noticed was in Playa del Rey, & I rented it on the spot. 7 yrs later, I purchased my rental across the nook & have thought-about myself a PDR native ever since. This sleepy seaside city has, up till just lately, been one among LA’s finest stored secrets and techniques 🤫, typically known as the “Island 🏝 of Playa Del Rey,” surrounded by towering bluffs on the east, Ballona Creek on the north, & @flylaxairport to the south. The city has gone by way of many modifications, initially beginning off as swampy marsh within the 1800s, then being developed right into a seaside resort city in Nineteen Twenties w/ the grand Lodge del Rey & turning the lagoon right into a swimming plunge pool 🏊‍♂️, & lastly going “all in” on residential growth. W/within the already small space of PDR, there are micro-neighborhoods: the extra bohemian Jungle, the ritzy Bluffs, the household pleasant Lagoon, & the colourful Decrease Playa, house to a number of the biggest dive bars within the metropolis: @theshack_pdr, The Harbor Room, & the well-known Prince O’ Whales. Earlier than my spouse & I had our son, we had been regulars on the POW, & you’ll be able to nonetheless catch us there from time to time doing karaoke 🎤. New eating places & bars are drawing extra individuals to our “island.” @chefbrookew has opened ✌️ eating places on the primary drag of Culver Blvd: @thetripel, a gastropub w/ a unbelievable beer record 🍻, & @playaprovisions, which incorporates 4️⃣ completely different eating places w/in 1 constructing, that includes an open-air patio steps away from the seaside. PDR interprets to “the seaside of the king,” 👑 which is becoming as a consequence of its secluded location & unbeatable sundown views 🌅, & I ❤️ that it stays a sleepy seaside city.” . PDR is comparatively inexpensive in comparison with its neighbors Marina del Rey & Venice, however costs are rising 📈. In 2013, I represented the client of a rental @ 64000 Pacific Ave (📷 4&5), who bought it for $757,500. 4 yrs later, @keyesrealestatela represented him as the vendor, & it bought for $981,000!

A submit shared by B R A D Ok E Y E S (@bradkeyesrealestate) on


  • Embrace something that proves your experience and expertise.

Joy Rey Real Estate Instagram Profile

“We discovered that one of the best ways to draw purchasers on Fb is to advertise previous success tales. After every closing, we get a photograph of us with our purchasers on the title firm. We’ll then submit this picture together with a congratulations message the place we tag our purchasers. This shares the submit with our purchasers’ buddy community, gaining us a formidable quantity of free model publicity. Since this can be a main life occasion, these posts obtain a ton of interplay by potential purchasers.” – Evan Roberts, Actual Property Agent, Reliable Homebuyers


  • Properties you’ve bought. Add particulars of the listings and possibly even a sentence or two in regards to the individuals who purchased it to provide a human contact.


Schmooze Instagram Influencers

Internet hosting influencer occasions in unimaginable homes is a superb technique to immediately amp up your Instagram sport. A great deal of realtors with entry to beautiful homes are internet hosting occasions the place they invite top-tier Instagram influencers and lay out a ramification to impress them.

It’s a easy course of (however expensive, after all). The influencers then promote the model and the occasion with fabulous footage on Instagram. Their followers rapidly (and in big numbers, normally) flock to take a look at the realtor’s account. And the ROI is normally by way of the roof with this course of.

How to Use Micro-Influencers for Real Estate Marketing on Instagram

If you happen to don’t have the price range to host ostentatious occasions for top-tier influencers, you’ll be able to merely toss something on a a lot smaller scale and invite native influencers.


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Add an Instagram picture sales space. Have enjoyable props that immediate individuals into taking cool footage. Give influencers a particular present for exhibiting up. Host an important lunch or dinner (attempt getting sponsored by an area eatery).

Create a hashtag to your occasion. Encourage all contributors into utilizing this hashtag when placing up footage of the occasion. Have an expert photographer on the job, in order that if influencers need, they’ll use professionally-taken footage on their Instagram.

And be sure you get an epic video of this occasion to submit on Instagram.


Take Benefit of Instagram Tales

“On Instagram, we’re getting nice outcomes with our tales, the place we spotlight the very best ones in several classes and embody direct hyperlinks to properties and our web site. We join with them instantly to both promote their properties or assist them with a purchase order.” – Ines Hegedus-Garcia, Actual property agent, RelatedISG Worldwide Realty

You’ve created an expert connection together with your viewers by way of your posts, now it’s time to create a private reference to them through Instagram Tales. Deliver out your internal HGTV host once more and use Tales options to make your footage extra private, by mentioning your favourite spots in home listings with the draw instrument, for instance.

You’ve created an expert connection together with your viewers by way of your posts, now it’s time to create a private reference to them through Instagram Tales. Deliver out your internal HGTV host once more and use Tales options to make your footage extra private, by mentioning your favourite spots in home listings with the draw instrument, for instance.

How Realtors Use Instagram Stories for Marketing

For actual property brokers, Tales will be a superb manner not simply to be in contact together with your viewers and additional have interaction with them, but in addition to show your experience within the enterprise and reply any queries your potential home patrons and sellers could have. By Tales, you’ll be able to present the entire options in a home in a single cohesive stream.  

Different concepts to make use of in Tales:

  • Share ideas and tips for brand spanking new house-owners. Present a DIY course of step-by-step, speak about steps to arrange a house on the market, showcase neighborhoods and spotlight native sights.

  • Share fears or points and options for home-buyers. Perhaps even a printable (or screenshot-friendly) guidelines for individuals seeking to purchase a house.

  • Interview a few of your patrons and sellers after closing. Be certain its not scripted and simply chat with them about their expertise. You need to give genuine vibes.

  • Deliver varied Tales options — polls and questions — into play. Realtors are seeing quite a lot of engagement after incorporating polls and questions into their tales. Ask followers their opinion, something from the appropriate paint colour to evaluating snake plant vs spider plant, or perhaps a easy query like, ‘What do you consider this kitchen? Yay or Meh?’ 

Little by little, you’ll begin getting solutions and loads of engagement.

I get engagement by doing polls in my insta-stories (very efficient) and asking a query within the final line in my caption. Getting customers to interact in your account is without doubt one of the finest methods to develop and join together with your viewers. – Valerie Weber, Actual Property Agent, The Shahid Crew at The Boulevard Firm


  • Host Q & A steadily. Mortgages, rents, home insurance coverage…? Individuals seeking to purchase and promote houses have a large record of burning questions. You might have solutions to most of these questions. Use this to your benefit, and develop into the knowledgeable everybody flocks to. Maintain weekly or month-to-month Q & A classes the place individuals can ask you something associated to actual property.

  • Go behind the scenes and take your viewers with you. Take footage of photographers capturing footage, drones taking aerial pictures and stagers including ultimate touches in preparation to your upcoming itemizing.


Our present favourite platform is Instagram, Tales, Instagram TV and, after all, Fb. We use these instruments to supply a behind-the-scenes look into our day-to-day as actual property brokers, to share our character and love of San Diego, and likewise to offer info to these concerned with actual property. We steadily tour properties that we view within the discipline on Instagram and get nice suggestions and interplay from followers. We even have an everyday collection referred to as “Fixer Friday,” the place we tour houses that want renovations. – John & Melissa Steele, Realtors, Steele San Diego Houses


  • Shoot reside, digital open homes. Instagram Stay offers an much more private contact to your Tales, so use it steadily.

Realtors Use Instagram Live for Real Estate Marketing



  • Use Highlights to avoid wasting your Tales’ added content material. To ensure all of your time and effort doesn’t go to waste (in any case, Tales vanish in 24 hours), create completely different Highlights in your profile and add your Story content material to them.

For instance, have a spotlight for FAQs, one for digital open homes, one for shopper suggestions, and so forth. This manner your tales are saved and accessible to view always.

Customize Instagram Story Highlights


Have interaction With the Native Group

Since your purchasers are primarily going to be locals in your space, you want to type shut ties with different companies in your area people and have an (unofficial) pact the place you present them love in your Instagram they usually present you’re keen on on their Instagram. This manner each companies get much more native publicity. It additionally reveals potential purchasers that you just’re well-liked in the neighborhood and in tune with all of the locals’ favourite locations.

  • Help new (and outdated) companies that pop up in your neighborhood. Be on high of all the brand new happenings in your city. Did a pizza place open up down the road? Has a favourite ice cream place launched a brand new taste that everybody’s going gaga over?

You don’t must create devoted posts for them, just a bit point out in your Tales will be ok to make these hyperlinks between you and what’s popping.

Support Local Businesses on Instagram

Mention Local Businesses on Instagram Marketing


  • Discover well-liked native bloggers and touch upon their posts constantly. Construct a very good, strong relationship with them. Ship them particular invitations to your open homes. Want them nicely on their anniversaries, birthdays and so forth. Make educated, knowledgeable feedback on their weblog posts that immediate dialogue from different commenters. Comply with native hashtags so yow will discover these posts immediately and be among the many first to touch upon them.

  • Have interaction with native companies that you just bodily work together with steadily. Perhaps an area espresso place the place you examine your electronic mail, your library or your favourite pizza joint. Touch upon their IG accounts, tag them in your posts (the place doable), and interact with them. Individuals following these locations may even most likely be locals, so your account will continuously pop up in entrance of those individuals, which can be the purpose.

  • Construct partnerships in your area of interest. Establish finest assets for your enterprise (e.g. house decor shops, house stagers, inside designers, brokers, plumbers, electricians, photographers and videographers, and many others.) and construct on-line and offline partnerships with them. Not solely will it make it easier to sometime while you’re short-handed whereas engaged on homes, however on Instagram, it’s also possible to give shoutouts to one another and construct up a large following.
  • Collaborate with native companies and run Instagram contests. Giveaways and contests work rather well to generate focused leads. As a realtor, you’ll be able to collaborate with that basically cool diner that everybody loves, and host a giveaway. This manner each you and the diner can get some further Instagram traction.

Discover well-liked locations in your neighborhood which have an Instagram presence and speak to them about collaborating collectively on Instagram.

You too can run contests and giveaways all by your self. Ask followers to take an image in entrance of their favourite home within the neighborhood, and tag you to enter the giveaway, or one thing alongside these traces.

You’ll be able to supply a present card as a prize, or some live performance tickets you may get your palms on, even an evening’s keep at a flowery lodge (for those who’re super-serious about Instagram and completely happy to splurge).


Lastly, Don’t Give Up.

Opposite to what’s portrayed on the web, social media isn’t a technique to get well-known and wealthy in a single day. It requires quite a lot of laborious work, time and persistence.

Realtor Gif You Got This

You’ll take care of setbacks, in a single day algorithm modifications, and different Instagram hiccups, however for those who’re constant together with your efforts to offer wonderful worth to your followers, you’ll finally see stupendous success by way of this platform.

So maintain enhancing your content material and attempting completely different Instagram methods to get the eye of the appropriate individuals.


What are your Instagram goal markets and engagement targets to your actual property enterprise?


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