What to Post on Instagram & Social Media for Real Estate Agents
This post originally aired as a podcast!
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Today’s episode is for every agent or REALTOR® who has ever struggled with what to post on social media. While social media for real estate marketing is an incredible tool, it can be overwhelming, and I’ve received several messages on Instagram lately echoing that same sentiment.
April in Wisconsin said, “I’m struggling the most to come up with content to put on my social media platforms, especially since I don’t have any listings or reviews right now.”
Crystal in Oregon is right there with her. She says, “I’m focusing on growing my business through social media. It’s really an underutilized tool in my area.” She then goes on to say, “My struggle right now is figuring out the best way to connect with those using Instagram in my area.”
Staying consistent and purposeful with your social content can be challenging.
Now, over the years, I’ve shared and created thousands of posts about real estate. Along the way, I’ve learned what people engage with the most and the type of content that is most realistic for a real estate agent to share. I’ve come up with a system (through trial and error) that has never let me down, and I like to call it my ‘Focused Four.’
These are the four best types of content to share on social and Instagram for real estate agents. In this episode & post, I’m really speaking to Instagram. I think it is the best platform to grow a personal brand. You don’t need to pay to get engagement and there are lots of opportunities to create connections. If you haven’t yet, I’d recommend you take a listen to last week’s podcast, Episode 6, which is all about growing your following on Instagram. And grab my exclusive freebie - the Social Strategy Guide & Calendar here! Inside the guide, find the social posts that are working now, exactly what to post, social tips, post examples and so much more!
1) Community & Lifestyle Content
If you’ve been listening for a while or following me on Instagram, then you know that I am all about getting specific with your real estate marketing!
By focusing on hyper-local content in the areas you serve you’re doing two things. One, you’re establishing yourself as that local expert. Two, you’re making it more likely that people will find you. There is a strategy behind this for real estate agents & REALTORS®!
You’re also not boring people! This type of content works for attracting new clients and engaging your sphere as well.
Let’s say you sell someone a home this year. If they continue to follow you on social, what type of content are you continuing to provide to keep them engaged? If everything is ‘tips for buying your next home,’ they’re going to tune you out - or worse unfollow you.
That’s why I love lifestyle and community-based content. It gives potential customers a look into life in the areas you serve, which is helpful during their home discovery process. For the people you already know, it gives them insider tips into an area they might already love or be familiar with. People are often proud to represent their local community and even enjoying sharing content like this - which means free real estate marketing for you!
Community and lifestyle content is exactly what it sounds like. It focuses on highlighting all aspects of living in an area.
Make a list of the areas that you would like to target. Next, let’s pull out the key areas to create content around. Start with landmarks or well-known areas. These areas are not only recognizable on your feed (hey, we’re establishing you as the local expert, right?), they’re also easy to find using geo-tags and hashtags on Instagram. So, when you share a photo of this spot, be sure to tag the location on your post or on stories in addition to including relevant hashtags of the area.
This is an easy way to get more people to find you.
A friend of mine bought a home recently in a new area. Do you know what she did? She researched the area on Instagram. My sister moved across the country. What did she do? She researched the area on Instagram. They were both looking to learn more about what life is really like in that area by learning straight from the people who call that area home.
Taking Photos
You can take a day one day and go out and take lots of photos with your phone or hire a professional to take photos for you. The best part is, you don’t have to do this frequently. You’ll be surprised how much you can get at one time.
While you’re out and about, be sure to snap photos of yourself in these key areas.
Easily take professional photos of yourself by planning a casaul photoshoot. I lay out all the details in my cheatsheet - Download my “Personal Branding Photos Worksheet!”
Once you have your ideal photo, we need to think about the caption that goes with it. There’s a reason why life lessons are best remembered through stories or why we all still love to binge watch sitcoms. It’s human nature to feel compelled by stories.
You don’t need to be a professional writer to write compelling captions on Instagram. Just share your personal experiences and insights into an area. I have a great example of this, but you’ll need to tune into the episode to get the full effect!
Hashtags
Don’t forget to get exposure on your content, you’ll want to choose hashtags wisely.
Instagram currently allows for 30 hashtags. Now, you don’t need 30. I’d say 8-10 really good ones would serve you better. Use that search tool to find relevant hashtags for your content and select hashtags that don’t have too many posts. Please, don’t stress out about it.
Want to learn more about hashtags? Check out my episode & blog “How to Use Strategic Instagram Hashtags for Real Estate.”
The number one thing that matters is to come from a place of providing value. How can you provide value through your social media strategy, and how can you make sure that you are being strategic? This leads me to topic #2.
#2) Local Real Estate Tips
We want people to know you’re in real estate!
We also want to provide relevant content for the people who need it. This type of content either educates on the home buying or selling process or highlights a service that you are proud to offer your clients.
Go through and take any real estate marketing materials that you have and pull away bite-sized chunks for social. If you have a homebuyers guide or a listing presentation, pick one concept in it and share it.
You want your content to capture people’s attention, be a true reflection of what the post is about, and a representation of your brand. Keep in mind, Real Estate content that is informational is also easily represented with photos of homes, interiors, places, and even photos of you. Better yet, film a video of yourself talking about these topics!
We are so lucky to be in an industry that’s represented with beautiful imagery.
Remember, to download my guide here that gives specific ideas for every type of content I talk about. So, please steal my ideas (I want you to!) and use them to come up with new content ideas for yourself. I know from my experience, these ideas get traction online.
Now, on to the type of content that always get engagement - the homes!
#3) Homes
This is real estate people. Of course, I’m going to talk about homes! There’s a reason why we all binge watch HGTV shows! People are attracted to all things home related.
Now, someone else reached out to me on Instagram. They’re struggling with what to share because they’re new and don’t have listings. No worries! (Before I dive into this...did you know that you can reach out to me on Instagram? Just send me a message and ask me a question. I promise I respond to them all! You can find me @IdeasForRealEstate.)
It’s NO problem if you don’t have your own listings. Ask another agent if they’d mind you sharing their listing (just be sure to adhere to any local guidelines about advertising listings.) If you have past listings, you can still share those photos!
These next couple of ideas come right from my social media guide -
Share this week’s top kitchen.” This could be a listing of your own, a past listing, a collecting of kitchens from active listings, or stock photography.
“Share the best homes for sale in XYZ area under XYZ price.” Choose a photo to represent your search and link back to your website for the complete list or share a collection of photos/homes in this price range.
Homes: “Share the coziest or coolest area of a featured home.” This might be a quiet reading nook or a fancy wine cellar.
Homes: “Share XYZ areas most luxurious homes for sale.” Choose a photo to represent your search and link back to your website for the complete list or share a collection of photos/homes in this price range.
New Construction Communities
One of the absolute gold mines for social media content for real estate is new home communities. If new construction is something that is available in your area, go out and find ones that are working with agents and offering incentives.
A lot of new home communities have photos and videos they’ll be happy to let you share. You can also go out to the community and take photos and quick videos yourself. This probably isn’t a bad idea because you want to be able to speak intelligently on the area if you do have someone interested in learning more.
Keep in mind, if you’re sharing new construction content, be sure to include calls to action to get people to work with you. We don’t want potential home buyers going straight to the builder, so don’t give everything away. Hold a little bit of the info back as a lead capture. For example, share a quick video of a model home and include a CTA that asks people to message you for current pricing or lots available on the site map.
It’s probably not a bad idea to share the benefits of working with a REALTOR® when buying new construction as one of your posts as well!
Between listings of homes that are for sale, past listings, open houses, decore based posts, home searches, and new construction, your feed can be filled with homes. In my experience, they tend to perform as some of the best posts and offer the best lead capture strategies.
However, how do homes really highlight the value of working with you? That’s why I’ve saved my favorite topic for last - Personal Branding.
# 4) Personal Branding
Why are you on social media to begin with? I bet it has to do with growing your personal brand!
Instagram is such a fun and effective way to demonstrate who you are. I like to think of social media as a bridge to forming relationships.
We want to know WHO somebody is. If you never share photos or videos of yourself, you’re doing yourself a big disservice. If I was going to invest anywhere in professional, high-quality content, it would be in myself. I recommend the same for you too.
Let’s think back to topic one, lifestyle & community. Why not share a photo of you out in the communities you serve? You’re still highlighting the area, but you’re also highlighting yourself.
For topic two, real estate tips, share a photo of yourself but have the caption be about the tip.
If you look at my Instagram, you’ll notice that’s what I do. I’m talking about marketing but I’m not posting photos of computers or techie things. I’m taking the personal branding approach to the topic that I love - Real Estate marketing. Check out the photo, below:
Branding photos are the key to growing your personal brand on social as a real estate agent. They give a peek into your personality, help tie you into your local community, and can be a key asset in your business. In fact, I believe so strongly in them that I have an entire podcast and download for you to check out. Don’t miss “Episode 26: Growing Your Personal Brand & Social Following Through Branding Photos” and download my worksheet for all the tips on how to get impactful branding images on your own. From planning a photoshoot to a crash course in branding, you’ll learn all the tips & tricks to confidence on camera. Download my “Branding Photos Worksheet” to get started.
So, What’s Next?
I have one last piece of advice.
If social media marketing is part of your business strategy, start treating it like it is. Plan it out, be consistent, and be thoughtful with everything you post. We want social media to help you attract your ideal client, keep your sphere & past clients engaged, and be a reflection of your personal brand.
I know that you can do this! There is still so much opportunity with social media marketing for real estate. To help you get started don’t forget to download my 30-Day Social Media Plan and Calendar here.
Give yourself time. Try some of these ideas. Be consistent with it and who knows what the future might just hold for you. If you do try any of these ideas, feel free to tag me @IdeasForRealEstate, I’d love to see what you come up with.
UP NEXT:
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!