Instagram is used by millions of people every single day—many of whom use it for everything from staying in touch with friends to finding new businesses they like. So, if you’re a real estate agent and you’re not yet using the social media platform to your advantage, it’s time to step into the aesthetic and visual world of Instagram and let it work for you.
The Basics
Whether you already have an account or are just getting started, you’ll want to get the basics down first. That means switching to a business profile, adding action buttons for people to contact you, and choosing the right username. Your username should be short, to the point, and tell readers who you are.
You’ll also want to ensure that your bio is clean, simple, and contains all the essential information, including your name, the area you focus on, and any awards that will set you apart from others. You can also link directly to your website and other online accounts so that people have easy access to the full catalogue of who you are and what you do. Having a clear and professional profile picture is also a must.
Posting and content
The content you present to those who view and follow you should fit a specific aesthetic aligned with your overall brand and values. Once you’ve nailed down your personal brand, you can use visuals on Instagram to create a cohesive, appealing feed that pulls people in and makes them want to keep scrolling your page. To do this, you’ll want to stick to a colour palette that’s worked for you in the past that conveys what you offer.
You should also consider investing in a professional photographer (or invest in programs that can help you become a professional photo editor), especially when sharing listings of homes for buyers, to showcase the very best side of both the property and your ability to be visually stunning in a sea of carefully curated feeds. All of your content should also include subtle branding to help you stand out alongside your content.
When it comes to when and how to post, there are two main objectives: purposeful creation and posting at the right time. Purposeful creation revolves around giving people several different content categories throughout the week so that when they scroll by you, it’s always something a little bit different but still valuable.
For example, you can use stories to break down a weekly blog post with a link to your original blog, feed posts to showcase available properties (being sure to take advantage of the multiple photos option), and reels to break down tips for current and potential clients, do virtual video walkthroughs, and showcase longer-form content. You can also use stories to highlight certain feed posts throughout the week to get more eyes on them.
Consistent posting, being at least three to five times per week, is a good goal to aim for when thinking about how often you want to be working on Instagram. You can use built-in analytics to see how your posts fare, and adjust as necessary. Since no one time of day always works best, you can play with times to see what gets the most traction before settling into a posting schedule.
Using Hashtags, Instagram Ads, and Collaborations
Using ads and collaborations can get your brand seen by even more users, so it’s essential to take advantage of them. Collaborations can be made between local businesses, allowing you to not only show properties but also the communities they are in and what they have to offer beyond the home. Working with the community in that way also helps create trust and credibility in your brand.
When it comes to hashtags, you want to mix it up. Utilize some broad hashtags, such as #Realestate, alongside those that are more specific to your expertise or location, such as #Firsttimehomebuyers and #DowntownTorontoHomes. At this point, you should also have a branded hashtag that’s specific to you that you use in every post.
Instagram ads are also helpful, and while they are paid, they can really increase your reach. You don’t have to advertise all your posts; choose a select few that resonate most with your audience and push them out to more users. Carousel ads are often considered the best type, because you can show more with just one post. You can also target your ads to a specific community, allowing you to connect with the right people rather than just more users. It’s quality over quantity.
Instagram isn’t just for socializing, as evidenced by the sheer number of businesses that use it to their advantage. If you are ready to take your Instagram marketing to the next level, contact us today! We can help you stand out authentically amongst competitors.