Of all the tools out there an agent has available for marketing and branding, none are quite as powerful as social media. Given the digital age we find ourselves in, utilizing social media is vital to growing a business. Instagram has various capabilities that agents may not be aware of, or using to their full potential!
Here we'll look at Instagram, often known as "insta" or "IG", and how it can serve real estate agents and their business.
Set Up Your Profile for Success
First things first, make sure your username is as clear as possible. Your name or your company's name - if a boutique real estate company - should be featured and something about real estate should be mentioned! Stay away from anything too "out there" as your username will be prevalent for as long as you are using Instagram. A username is the first thing people see or search for, it's your social media first impression. So, be sure it's a strong one you're proud to say!
Next, make the switch to a business profile. This can be done in settings and is a simple click! A business account allows users to be contacted by followers through a simple button on their profile - which really comes in handy. This account also allows users to view data on how their posts are doing with their audience. Lastly, a business profile gives off a more professional vibe which makes the agent or business seem more legitimate.
Know and Utilize All Types of Posts
There are several different kinds of posts one can create on instagram. It's important to be aware of and use all of them. Why? Because diversity in posts creates a well rounded resource for your clients.
Starting with the basics: a single image simple post. The OG of IG, so to speak. Users can post a singular image with a caption to their instagram accounts. This is the most used type of instagram post. But, real estate agents would be better off mostly using a slideshow, or multi image, post.
Users can select up to 10 images to feature in a slideshow post. This is great for agents because they can showcase properties. When creating a slideshow post, use the image that looks the best and is the most general first. For example, if highlighting a listing that is about to go on the MLS - start with an image of the front of the house. Then, add up to 9 other photos displaying rooms, maybe a map of the neighborhood, and the outdoor living space if applicable.
Agents should post about the houses they are about to sell or are selling and homes they've sold (you can even ask clients to pose in front of their new home and post with consent). Also post graphics with information and tips, and lastly, post some "real estate goals". What we mean by real estate goals is posting photos of gorgeous yards and interesting and unique homes that are fun to look at for clients who might want some real estate inspiration.
Instagram Stories and Highlights
Instagram stories are where you can promote your own posts, share other posts of value you see, and post images or clips that are interesting and have personality - but don't belong on your page forever. Stories "delete" after 24 hours unless you save them to a highlight. A highlight is at the top of a profile and it is a collection of saved stories grouped in whatever category a user so pleases.
Stories can be sneak peaks of properties, tours of homes, videos of agents speaking to their followers, real estate tips - the sky is the limit! Stories can be shared by your followers which can get profiles even more viewers.
It is a great idea to have a highlight for "homes for sale," "real estate tips," and some fun ones like "house goals" and
"decor inspo." Highlights keep profiles interesting and saved stories can be viewed indefinitely so you don't have to worry about value being lost after 24 hours.
Hashtags and Partnerships
Hashtags (#) are another tool that are useful when it comes to getting a profile more traffic. Users can search hashtags and see every post available with that tag. So, this is a great way to get posts seen by those who aren't following a profile originally. Some examples that every agent should use are #realestate #houseforsale #sellersagent #buyersagent #housegoals and then more specific ones such as a city, etc.
Influencers and other local companies are some options when it comes to marketing partnerships! Use social media to find accounts that could get your profile more viewers.
Final thoughts
Instagram isn't going anywhere anytime soon and it works seamlessly with a lot of other social media platforms. Due to the visual nature of the real estate industry, instagram makes perfect sense as to why agents should utilize this tool to take their marketing and branding to the next level.
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