Instagram for Real Estate Agents

Jun 9, 2021

Instagram for Real Estate

Instagram has become a powerful tool for lead generation, brand awareness, and property listing promotion for real estate agents. This has been made possible by the overwhelming popularity of the social media platform worldwide.

If you’re a real estate professional or marketer, these are the Instagram stats you must know:

  • There are approximately 1.074 billion Instagram users globally in 2021 (that is 73.5 million more than in 2020!)
  • Instagram hashtag usage has exploded with an average post containing up to 10.7 hashtags (interestingly, 7 out of 10 hashtags are branded)
  • 71% of the billion monthly active users on the Instagram app are under the age of 35 (think of first-time homebuyers in this demographic!)
  • Instagram users spend about 53 minutes a day on the app
  • An estimated 71% of US businesses claim that they use Instagram for business
  • 500 million Instagram accounts use Instagram stories daily and 1/3 of the most viewed IG stories are from businesses
  • 50% of Instagram users follow at least one business
  • Brands can generate over 4x more interactions on Instagram compared to Facebook
  • Instagram helps 80% of Instagram users decide to buy a product or service

So how do you use Instagram for real estate? What best practices do you need to implement to leverage the popularity of the app. This is what we’ll examine in today’s article.

Table of Contents

1. Decide why you want to use Instagram for real estate
2. Understand your target audience
3. Adapt your real estate content
4. Personalise your brand
5. Use trending hashtags
6. Keep engaged, respond to comments

1. Decide why you want to use Instagram for real estate

Decide why it is that you want to advertise on Instagram. Set your predefined goals.

  • Are you looking to boost awareness in an area where your real estate business sells properties?
  • Is it to target first time homebuyers?
  • Are you seeking renters with a preference for entering into longer-term lease agreements?
  • Do you want to further promote your real estate brand by tapping into new neighbourhoods?

“Keeping a clear goal in mind throughout the process will ensure that you’re staying on track, whether it’s selling that house that has been lingering on the market for far too long or engaging with that untapped market in the highly competitive new city your agency is attempting to break into.” [Wordstream]

2. Understand your target audience

Learn what you can about your target audience by looking at your competitor’s audience. Identify the type of followers they have and what kind of content they’re serving. This will help you better understand what your Instagram audience should look like.

Also use Instagram’s analytics tool to gain insights into the demographics of your existing Instagram followers. Find out their age, gender and location and compare this data to that of your existing buyer personas to get a clearer picture of whether there’s a match. Engage in some social listening too to get a better idea of what your target audience is talking about and who is driving those conversations. [Sprout Social]

3. Adapt your real estate content

You’ve probably designed and accumulated a lot of real estate marketing material. Use it to create Instagram posts that will resonate with your target audience. You have several seconds to attract your viewers quickly enough to engage with your posts and get them to reach out to you. This means making the most optimal use out of that time.

“According to an Australian Real Estate Group, listings with a video received 403% more inquiries than those without!”

When using Instagram for real estate, think about the type of content that will speak to your audience’s wants and needs. Create a schedule and publish your posts consistently. Be vigilant about changes to Instagram for real estate trends in terms of hashtags, music, etc, and leverage them accordingly.

Different types of Instagram posts for real estate:

  • Use the carousal format to display several images in a beautiful catalogue-like style. Your audience can scroll through and view multiple rooms, one room from multiple angles, different properties, the neighbourhood, etc. [Wordstream]
  • Showcase your properties through video. They have a unique way of bringing a property to life that not even gorgeous photographs can.
  • Film some Instagram stories, they’re a lot of fun, they won’t bombard your audience’s news feed, and are a great way to engage with people. Host a quick Q&A session where your audience can ask some real estate questions in real time. Create a poll on a certain topic and get your audience to vote.

These are not only ways of interacting with people; they also help to humanise your real estate brand.

4. Personalise your brand

Instagram for real estate provides a unique platform for you to share visual stories of your company and brand. The right use of tone and messaging adds a human touch, showcases your personality, and creates an authentic perception of your business. As this article says, “humanizing is the act of making your brand come alive. It involves conveying a brand image that makes your fans relate with you on a personal level.”

So, what types of posts help you to humanise your brand?

  • use photos of real people who work for your real estate business. People connect with people
  • utilise the story feature to give your followers a behind the scenes look at your company culture
  • share user generated content. This not only humanises your brand; it also gets your client excited
  • incorporate humour into your storytelling, nothing connects people more than a good laugh or banter

When using Instagram for real estate, it’s important to explore what hashtags are trending and which can be integrated into your own content. Leveraging both increases the likelihood of your posts being seen and engaged with. Further, by using a trending hashtag consistently, there is a higher chance that your content will be served to people searching for that specific hashtag.

According to The Close, these are the 107 top real estate hashtags on Instagram, Twitter & more:

General Real Estate Hashtags

1. #realty
2. #realestate
3. #homes
4. #realtorlife
5. #brokerage
6. #realestate
7. #listing
8. #greatvalue
9. #instarealestate
10. #instalisting
11. #Realtors
12. #NAR
13. #luxuryrealestate
14. #mansion
15. #HUDhome
16. #foreclosure
17. #househunting
18. #makememove
19. #luxuryliving
20. #homegoals
21. #housegoals
22. #investmentproperty
23. #emptynest
24. #broker
25. #realestateagent
26. #locationlocationlocation
27. #FSBO
28. #ICNY

Listing Hashtags for Real Estate

1. #houseforsale
2. #homesforsale
3. #virtualtour
4. #luxurylistings
5. #justsold
6. #openhouse
7. #offmarketlistings
8. #pocketlisting
9. #newlisting
10. #homeforsale
11. #renovated
12. #marblecounters
13. #eatinkitchen
14. #motherinlawsuite
15. #petfriendly
16. #dogfriendly
17. #catfriendly
18. #condo
19. #coop
20. #twofamily
21. #midcenturymodern
22. #colonial
23. #Victorian
24. #bungalow
25. #shotgunshack
26. #starterhome
27. #cashcow
28. #caprate
29. #dreamhome
30. #fixandflip
31. #turnkeyinvestment
32. #curbappeal
33. #justsold
34. #selling
35. #townhouse
36. #brownstone
37. #frontporch
38. #parking
39. #pool

Neighbourhood Hashtags

1. #walkableneighborhood
2. #walkscore
3. #HOA
4. #treelinedstreets
5. #downtown
6. #uptown
7. #yourneighborhood + style of home
8. #yourneighborhood + real estate
9. #yourneighborhood + home for sale
10. #yourneighborhood + realty
11. #yourneighborhood + life
12. #yourneighborhood + living
13. #closest big city + real estate
14. #closest big city + home for sale
15. #closest big city + realty
16. #closest big city + life
17. #closest big city + living
18. #prettyarea
19. #closetothebeach
20. #greattransportation

Branding Hashtags for Real Estate

1. #yourbrokerage
2. #realestateexperts
3. #referrals
4. #yourpersonalbrand
5. #reducedfee
6. #discountbroker
7. #your farm area + expert
8. #your farm area + brokerage
9. #your farm area + personal branding

Fun Real Estate Hashtags

1. #wontlast!
2. #callnow!
3. #bringthedog
4. #poochfriendly
5. #freecookies
6. #freewine
7. #motivationmonday
8. #thursdaythoughts
9. #justRealtorthings
10. #riseandgrind
11. #condogoals

More info on the use of real estate hashtags can be found in this article.

6. Keep engaged, respond to comments

Simply posting on Instagram is not enough. You must make the time to engage in conversation with your customers, be this through the comments they leave or the queries your posts generate. Once a post is live, you need to get ready to be responsive.

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