In this post, I’ll show you how real estate agents can use Instagram to get leads, sales, and referrals from social media.
Instagram is one of the best places to get your listings and real estate business noticed. Instagram is both fun and beautiful, which makes it the perfect social media platform for real estate agents!
Instagram is totally different from Facebook or Twitter — The engagement is ten times higher than Facebook and the demographic is much more affluent. So there’s no wonder why all of the top producing agents are using Instagram to promote their real estate business. Getting the hang of Instagram can take some practice, but we’re here to lower the learning curve, and help you see the light!
BUT FIRST, WHY INSTAGRAM?
Instagram is ridiculously mobile. Until recently, you weren’t even allowed to use it on a computer. With its slick interface and user-friendly layout, it’s no wonder that the engagement level on Instagram is sky high. People are literally on it all day long — Making it an abundant source of real estate leads… right in your purse or pocket.
Here are the reasons why Instagram is one of the best platforms for real estate lead generation:
- You can rank quicker with a hashtag than with traditional methods of online SEO
- Your recent posts can get to the top of user’s search results easily
- Instagram has 10x more engagement than Facebook
- On average, Instagram users are a more affluent demographic
- You can message anyone on Instagram directly, including prospects
- You can edit your photography right on the app and post stunning photos in seconds
- Instagram Stories – the best way to showcase your brand – is the press release of the 21st Century
- An image is worth a thousand words
- A video is worth even more!
NUMBERS DON’T LIE
Let’s talk about the Instagram data, shall we? Prepare yourself…
- 500 Million users monthly
- 300 Million users daily
- 4.2 Billion likes per day
- 216,000 photos posted every minute
- More than half of all millennials are on Instagram every day
THE TYPES OF REAL ESTATE LEADS THAT AGENTS ARE GETTING FROM INSTAGRAM
- Sellers planning to sell
- Buyers looking for homes
- Past clients who keep up with you online
- New clients who discover your Instagram profile
- Referral clients who were tagged on Instagram by a mutual connection
THE BENEFITS OF INSTAGRAM MARKETING FOR REAL ESTATE
Benefit #1: Branding
There’s no better way to humanize your business than Instagram. Think of it as the press release of the 21st Century. A picture is worth a thousand words – And Instagram allows you to tell an impactful, visual story about who you really are and what you really do.
Benefit #2: Prospecting
Think of Instagram as the new door-knocking, cold-calling, and mailing. It’s all 3 wrapped up into one and costs nothing more than your time. Yes, you can prospect for leads on Instagram and when you do, you’ll be presenting all the information about your brand that they need to know in a stunning way.
To prospect on Instagram, all you have to do is search by location. When you do, a list of local residents will appear. These accounts are public, so you are welcome to like, comment, or tag people on their posts. Make it a goal to comment on at least 3 local posts a day – More if you have the time. Just be sure to write genuine comments, because anything else will seem inauthentic and spammy.
Benefit #3: Social Proof
Instagram Marketing is a way to show your farm that you are their local expert. You can get discovered on Instagram and visually show the fact that you know the area better than anyone else. This is powerful social proof that could be a deal-breaker or among sellers, buyers, and referring agents who decide to work with you.
Benefit #4: Farming
Farming on Instagram looks a little different than farming with postcard mailers – In this case, the heroes in your Instagram stories should be the locals, not your listings. To farm on Instagram, feature and tag local businesses, hangouts, events, activities, and more! This is what people want to know and these are the types of posts that will make you the “digital mayor” of your town – and of course, the go-to agent.
Benefit #5: Referrals
Instagram is a place for real estate agents to get referrals. This usually comes in two ways: First, if your past clients are following you, this is a great way to stay top of mind. So when your past clients have friends with real estate needs, you’ll be the first one that they recall.
Second, if you make genuine connections with other real estate agents on Instagram, this is a great way to get out of referrals. Just be sure that your Instagram brand comes across as friendly, professional, and memorable. Nail this, and you’ll be the go-to agent for out of town agents as well!
Benefit #6: Event Marketing
Since Instagram is visual, it’s a great avenue for event marketing. If you host weekly happy hours, networking events, or any other gatherings on a consistent basis, promote them on Instagram! Have a photographer and videographer capture your best moments, then break this footage up into several photos and film clips. Finally, add a caption and a call to action that invites everyone out to your next event!
HOW TO OPTIMIZE YOUR INSTAGRAM ACCOUNT
Step #1: Convert Your Account
When you convert your account over to a business profile, you’ll have access to all of the juicy data. This includes your traffic, clicks, charts, and graphs! It even includes your demographic data, which is essential to getting a better understanding of your current client’s avatar and narrowing your future marketing efforts better.
Step #2: Add Keywords To Your Name
Where are you located? What is your real estate niche? What are you best known for? Add 1-2 keywords after your name on Instagram in order to make your profile more searchable – Remember Instagram is a social media platform, but it’s also a search engine.
Step #3: Build Your Bio
Write a brief bio that says how you help people and how to contact you. Deep down, we as humans, are always secretly asking ourselves, “what’s in it for me?”
Most agents will create a profile that says something like, “I live in Jurong. I’m a Real Estate Agent, mother, and dog lover. Call me to list your home.” But this doesn’t share anything about what you have to offer to your potential Instagram followers. Instead, craft a profile that focuses on them – your audience.
Here’s an easy example for you:
“I help home buyers find their dream home & homeowners sell for more. Thinking of buying or selling? Call or text me anytime!
Step #4: Upload An On-Brand, friendly photo of your face.
No one is going to feel a deep personal connection to an old listing photo or business logo. And personal connections are everything when marketing on social media. People want to work with those that they know, like, trust and remember. So post a current headshot that’s professional, but also vibrant, stylish, and friendly. It will give people a glimpse of who you really are as a person.
Step #5: Pick Your Colors, Fonts, And Content
This may sound crazy, but my traffic and opt-ins tripled (across all of my social platforms) when I finally picked a color palette and stuck to it. The reason is because people started seeing my photos all over the internet and recognizing my brand. I regularly have people who tell me that they clicked on my Instagram photo ONLY because they saw similar photos constantly in their news feed and wondered who I was.
So likewise, pick your colors, fonts, photos, and camera filters – then stick to it. Use the same branding over and over again. Eventually, people will start to recognize you in their newsfeeds as they scroll.
Step #6: Delete All Of Your Photos And Videos That Are Off-Brand
Yes, go through your Instagram account and delete any of the posts that aren’t attracting the right people. Remember, by focusing your photos on relevant topics, you’ll be attracting lots more of the right people (i.e. potential clients)!
Step #7: Always Include Post Stunning Images
Remember, Instagram is all about the story. Some of the top accounts only post certain colors in certain orders. There are blogs dedicated solely to Instagram filters and styling.
Luckily, you’re a Real Estate Agent, so you have access to some of the most beautiful photos on Earth – Literally. Use professional photography whenever possible. But for photos around town, when you’re out and about, you can use your phone .
Also remember that you can’t just upload any old photo. Remember that you’re running a business, and if you upload anything less than the best, it won’t compliment your brand.
HOW TO ATTRACT THE RIGHT PEOPLE TO YOUR INSTAGRAM ACCOUNT
Think of your Instagram content as you would your blog content. Your blog probably has a list of categories — things that you write about on a regular basis, which are all tied to your overarching niche.
So all of your photos should be something that your ideal client would be interested in and searching for. By doing this, you’re going to attract your ideal client to your Instagram profile and give them plenty of content to keep them around (and eventually contacting you to buy or sell a home!).
THE BEST INSTAGRAM POST TYPES FOR REAL ESTATE AGENTS
#1 Business Branding
Showcase your team vibe. This includes meetings, parties, open houses, dinners, outings. and successes. And don’t forget to tell a cohesive story during the process. If your team is the best in the area because you guys are serious about your craft, post competitive photos that show you’re all about business!
Likewise, if your team is amazing because you’re caring and kind, post heart-warming photos that showcase what you do for your clients and how much they love you guys! You should also snap behind the scenes footage of your team photo shoots too, so people can see the personalities of the agents behind the headshots.
When Instagram viewers see all this, they’ll resonate with your brand instantly and want to work with the best of the best.
#2 Behind The Scenes Of Your Transaction
People love seeing real estate sales in action. That’s why there are so many real estate shows on TV. If you want to build a following fast, give the people what they want! Post behind the scenes footage showing how to stage a home, the challenges & obstacles you’re dealing with, the process of setting up for an open house, and buyers getting keys to their dream homes. If HGTV can make millions doing it, so can you!
#3 Behind The Scenes Of Your Listings
This gives people a sneak peak in anticipation of listings to come. People are nosey by nature and feel special when they are the first to know a juicy piece of information! So snap pictures of the photographers shooting pictures, drones taking aerial shots of the backyard, and stagers adding final touches in preparation for your upcoming listing. It only takes one person to see the post and share it with a friend who’s looking to buy in the area.
#4 Personal Branding
Give people a reason to know, like, trust, and remember you. It humanizes you and shows people how multi-faceted and interesting you are. You can do this easily by taking a few quick photos of your life as it happens. Your favorite photos of hobbies, dinners, adventures, and furry friends should definitely be in your photo queue! And don’t forget to geo-tag the locations.
#5 Sneak Peeks Of Your New Listings
The best way to promote a new listing on Instagram is to post a series of photos that invoke a strong theme. Why? Because stories sell! If your new listing is located in the lap of luxury, post photos that feature the most luxurious aspects of the home – The crystal chandelier, the Maseratis in the driveway, the master bathroom that puts most spas to shame should all be in the mix.
Likewise, if your listings is an equestrian lover’s dream, show the oversized jumping arena, patented brass horse water faucets, and vaulted cypress ceilings with cupolas for extra ventilation. If people can envision themselves living in the home (or if they can envision someone they know), they’ll begin to engage and share your listings organically.
Instagram Stories is perfect for real estate agents because it allows you to link all of your listing photos together and show it as one cohesive stream to promote your listings and events. It even lets you draw on the photos or place markers so that you can highlight all your favorite features of the home. And best of all, it shows up at the top of the news feed of everyone who’s following you!
#6 Your Current Location
Always, always, always tag the location of your listings. Always. Recent studies have proven that tagging a location can increase engagement by up to 79%! Remember, Instagram isn’t just a social media platform, it’s a search engine too! People can also search by their current location or landmark, so its important for you to include all appropriate cities, zip codes, schools, districts, and addresses! Always.
#7 Open House Video Posts
Do a video walk-through of the home before the open house and point out its key features. Start outside and work your way through the home – just like a buyer would. And at the end of the video, invite people to come out and meet you at the open house. Don’t forget the address!
#8 Neighborhood Video Posts
Neighborhood videos can be done easily by walking or driving around the neighborhood. In the video, talk about the features of the neighborhood like the schools, parks, and shops. Basically, cover everything that you know, because this is a chance to show off your local knowledge and demonstrate that you actually are the local expert.
We hope all the above information will help you to build your Instagram Business Profile.