Harnessing Instagram's Power for Real Estate Marketing

Discover how the real estate industry is leveraging Instagram's visual platform, user-friendly features, and community-building capabilities for innovative and effective marketing.


Mon May 22 2023

4 min

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Embracing the Instagram Age

In a digital world, where the majority of our interactions and transactions occur online, ignoring the potential of social media platforms for business promotion is like turning your back on a goldmine of opportunities. Instagram, with its high engagement rate and an impressively wide audience range, has emerged as a formidable platform for real estate marketing.

According to research data by Oberlo, Instagram's engagement is four times higher than Facebook's, and the platform boasts over one billion active users. Users spend an average of 53 minutes per day on Instagram, and 83% of users say they have discovered a new product or service on the platform​​.

These statistics tell a compelling story – one of a platform ripe for business promotion and marketing strategies. For those in real estate, Instagram offers a unique opportunity to reach a vast and engaged audience.

The Power of Visual Storytelling

The real estate industry, by its very nature, is a visual one. What better way to showcase a property than through high-quality, engaging images? Instagram's photo-centric format is ideal for this, allowing real estate professionals to visually communicate the attractiveness and unique features of their properties.

The key is to create a visually cohesive and appealing feed. Use consistent filters and photo-editing techniques, and ensure your images are high-quality. A well-curated Instagram feed can act as a digital portfolio of your listings, providing potential clients with an instant overview of your offerings.

Engaging with Instagram's Features

Instagram's features provide a multitude of ways to engage with your audience. Instagram Stories, which disappear after 24 hours, allow for more casual and candid content. This could be a behind-the-scenes tour of a property, a quick market update, or a Q&A session about the buying process. Instagram Live is another great tool, ideal for hosting virtual open houses or property tours.

Meanwhile, Instagram's IGTV platform allows for longer video content, which could include detailed property tours or interviews with industry experts.

Leveraging a Business Profile

Switching to a business profile on Instagram opens up even more opportunities for real estate professionals. With a business profile, you gain access to insights about your audience and the actual advertising suite, Facebook Ads Manager.

You can also take advantage of the 'action buttons' feature, allowing users to interact with your business directly from your profile. This smoothens the path for potential clients to get in touch, enquire, or even set an appointment, all within the Instagram app​​.

Building a Community

Perhaps most importantly, Instagram is about building a community. Engage with your followers by responding to comments, asking for feedback, and showing appreciation for their interaction. You can also collaborate with local businesses for giveaways or contests, which can increase your reach and followers.

The Bottom Line

Harnessing the power of Instagram for real estate marketing is about more than just posting photos of properties. It's about building a visual brand, engaging with your audience, and leveraging the platform's features to their fullest.

In the Instagram age, where potential homebuyers are increasingly starting their property search online, real estate professionals can't afford to ignore this social media powerhouse. By embracing Instagram, you can broaden your reach, engage with potential clients in meaningful ways, and ultimately drive your business growth.

Ready to take your socials to the next level? Here are three actionable steps you can implement right now:

  1. Create a Business Instagram Profile: If you haven't already, set up an Instagram account specifically for your real estate business. Switch it to a business profile to unlock additional features like analytics, the ability to run ads, and the inclusion of contact options.
  2. Develop a Consistent Posting Schedule: Plan out your content and maintain a consistent posting schedule. This can include images of new listings, behind-the-scenes looks at your day-to-day operations, market updates, and more. Remember to keep your images high-quality and visually cohesive to maintain a professional image.
  3. Engage with Your Audience: Start building a community by engaging with your followers. Respond to their comments, ask for their opinions, and show appreciation for their engagement. Consider running giveaways or contests in collaboration with local businesses to increase your reach and follower count. Remember, Instagram isn't just a platform for broadcasting; it's also a platform for conversation and engagement.

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