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Your quick guide to Instagram for real estate marketing; boost your sales with storytelling and lifestyle photos

Instagram is quickly becoming the go-to social platform for real estate professionals – especially for marketing to Millennials. Why? How is it that a photo sharing app brings in more business than, say, Facebook or LinkedIn?

The difference: Instagram is a visual medium for telling stories and personalizing your brand. Done correctly, it helps you connect with prospective buyers on a more personal level.

But succeeding is trickier than it sounds. Using Instagram for real estate marketing requires a new approach on your part. That approach is a perfect balance between personal, professional and social savvy-ness.

instagram for real estate marketing

Instagram for real estate marketing: 3 tips to make you stand out

1. Stop trying to sell; share pictures that tell a story

To successfully market your real estate business on Instagram, you have to understand this platform’s vibe.

Take a look at some of the more successful realtors on Instagram (listed further down this post). What do you notice? One, they don’t post listings all the time. Two, they express their expertise and passion for real estate through photos and comments.

On Instagram, you share stories visually. You share your enthusiasm visually. And you share your personality (you guessed it) visually.

The goal is to get followers who think, “Wow, this person knows what he/she is talking about. When I’m looking for a place, I know who to contact.”

Here are a few ideas on using Instagram for real estate marketing and telling stories that attract followers:

  • Post specific details that you think are cool. Instead of taking a shot of the kitchen, focus on the hand-made cabinets from a local woodworking shop.
  • Use filters to make your images pop with color (but don’t over do it or they will seem saturated).
  • Post pictures of properties you’re not selling, but admire. Share your love for specific amenities like fireplaces or indoor pools.

2. Make your Instagram bio pop with personality

Your Instagram bio is about YOU, not your business. Although this is a useful tool for boosting sales, you should focus on expressing your values, interests, and personality alongside your profession. Don’t treat your bio as a resume or elevator pitch. Be authentic. Be a real person.

But how exactly do you do that?

  • Ask yourself, “How would I describe myself in five words?”
  • What’s your number one hobby you dedicate time to?
  • Where do you live? Where do you consider your home?
  • How can you alternatively describe yourself as a realtor? (example: finding dream houses for awesome people)

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3. Use #hashtags to bump engagement and find followers

Hashtags might seem otherworldly to a new user, but don’t worry–they’re quite easy to master. But first, let’s explain why hashtags are necessary.

When you #hashtag a word or phrase, you allow your pictures to be found by people who search those specific words. And your pictures show up alongside others who have also used that hashtag.

For instance, if you post a picture of a house you just sold in Boston, Massachusetts, you could use #Bostonrealestate or #bostonhomes. Then your pictures would show up under those threads.

A good strategy is to search for hashtags that relate to your post. This way you’ll get in front of the right viewers, and possibly attract them to your profile.

Sometimes, depending on how many hashtags you use, the text can become difficult to read. A nice trick is to comment on your post with a block of relevant hashtags. That way you save your header (comment at the top of the post) from seeming convoluted to viewers.

instagram for real estate marketing

Examples of Instagrammers who do it right

The best way to learn is by example, so we’ve provided a short list of realtors who use Instagram for real estate marketing. These agents consistently close deals by telling stories through photographs. Go through their posts and carefully analyze the content strategy. Who do they follow? What do their bios say? What type of pictures do they upload and what kind of stories do they tell?

Rod Watson — Specializes in providing luxury properties and concierge services to professional athletes in Los Angeles

Keven Stirdivant — President and Found of KASE real estate agency

Nicole Mickle — Independent realtor working in the Orlando, Flordia area


lead-managerlead-managerBoost the effectiveness of your sales and marketing efforts with our easy-to-use follow up software! Blitz is reasonably priced, and is packed with the tools your company needs! Schedule a free demo and we’ll show you how our software can increase efficiency and improve sales at your company!


Questions? Comments? Tell us how you use Instagram for increasing your sales month to month!