Instagram Stories for REALTORS®: Ideas, Highlights, & Tips
This post originally aired as a podcast!
🎧 Listen to the show on Apple Podcasts | Spotify
When that signature, multi-colored ring appears around an Instagram profile photo, people can't help but take notice that an Instagram Story was shared! We're curious people, and Stories tap into our natural tendencies. We don't want to miss what's been shared, and the bite-sized content keeps our attention.
Not to mention, Stories are still a place on social that feels more authentic and real. Which is why showing up on Instagram Stories should be part of your real estate marketing strategy. It's a genuine way to show off who you are and form connections, whether you're a solo REALTORS®, team, or brokerage.
So in today's episode, I'm not only sharing ideas for Stories, but also (& more importantly!) strategies to help you stand out on Instagram!
🎧 Listen to the show on Apple Podcasts | Spotify
Are Instagram Stories an after-thought or a thoughtfully-curated part of your social media strategy?
Some days it might feel like it's too much to keep up with it all, and you don't post any Stories. Other days, it might feel natural to share multiple Stories in a day.
Well, this might surprise you, but I'm not here to tell you that you should post X number of Stories a day or week. What I am going to share is how to maximize Instagram Stories as a REALTOR® so they enhance your marketing and overall social strategy. I don't want to add another item to your to-do list. I want you to be even more effective with all you do - especially with your Instagram marketing.
I like to think of Instagram Stories as the "all-access pass" on Instagram. It's a special place where you get to discover more than what somebody shares on their feed, and you get direct access to the person sharing. You can engage with them directly, reply to start a conversation, and see the real side of Instagram.
Why Share Instagram Stories for Real Estate
While you might be tempted to skip Stories because of the disappearing nature of the content, I'd encourage you to make room in your social planning for Stories, and here's why:
58% of users say they're more interested in a brand after seeing it in Stories (source)! And if you didn't think of yourself this way, you are your own personal brand!
Stories are not just 24-hour pieces of content. They can be featured as Highlights under your Instagram profile and live on!
Forget about only focusing on likes and comments. Stories give you new, interesting ways to get your following engaged. (So, if you struggle with getting people to take action on your posts, Stories can empower you to get the engagement you're looking for!)
There's less pressure for Stories to feel "perfect." Unlike sharing a post, Stories don't remain on your feed. So, there's no need to make sure every image and video looks its absolute best. Here content is still king!
Stories can reinforce whatever you're promoting. So, if you have a new listing you're featuring or a lead magnet you're advertising, lean into Stories to further amplify your marketing. Learn more about how this concept works in Episode 45: Your 7-Day Open House Strategy for Instagram.
If you want people to truly get to know you, Stories are the inside peek into your life and business in real estate and a way to authentically develop relationships on Instagram. People want to see what you're up to!
Bottom line - Instagram users enjoy Stories! And those Instagram users could easily be your next customer or a referral opportunity!
Now, if you're struggling with where to begin or how to get started with Instagram Stories, let's first talk about Instagram Highlights.
Using Highlights to Come Up With Story Ideas & to Build Your Brand
If you're newer to Instagram, Highlights are the circular options you see under an Instagram profile. Here you can categorize the types of Stories you share by grouping them into like topics, i.e. Highlights. This makes it easier for followers to explore all that you've shared in the past and allows your Stories to live on past 24-hours on your profile. To see an example, check out my highlights on Instagram @IdeasForRealEstate.
After you share a Story, you can then decide to feature it as a Highlight. However, I'm talking about Instagram Highlights before we talk about sharing Stories for this reason: Instagram Highlights can guide the content you share on Stories and provide you with a structure so you don't run out of ideas!
So, by thinking about your Highlights ahead of time, you can be more strategic and purposeful with the Stories you share.
Some Instagram Highlight Ideas:
Home Tours: these can be your listings or even previewing new construction models
New Listings: maximize the exposure for all of your listings to generate buyer leads & more listing opportunities
Open Houses: Check out my 7-day open house strategy.
New Construction Communities: Become a new-co expert with builder spotlights, community tours, and more
Neighborhood/Community Spotlights: Show off what it's like to live in an area
Behind-the-Scenes (BTS): Your daily life is interesting! And don't just take my word for it - think of all the Realtor HGTV shows that prove this!
Meet (Agent Name): Work on building your branding by sharing info about yourself and letting people get to know you
Reviews: Provide social proof by sharing the kind words your customers are saying
DIY or Home Decor: Share all things home to keep past customers and your sphere engaged.
Tips for Buyers: Keep all your content organized for future buyers
Tips for Sellers: Share with sellers why working with you benefits them
Market Updates: Everyone wants to know "how's the market?" So, share stats with graphics or videos from you!
Local Favorites: Share your favorite hot spots, restaurants, boutiques, etc.
Insert Specialty: Further provide info for first-time buyers, people relocating, or any target market you're focused on
While you might be tempted to have as many Highlights as possible, I'd recommend choosing five to start with and going from there. (Also, note that at this time, you can feature up to 100 Stories in each highlight. So, as you grow, you might need to remove older ones.)
{Click here to join my top-rated Instagram Marketing course for REALTORS®}
Branding With Highlights
I'd also encourage you to think of your Instagram Story Highlights as a creative way to further establish your agent branding. If you're trying to grow your brand as a real estate agent in a specific market or you want to implement a target marketing strategy, Highlights give you another opportunity to do just that.
For example, while you can include information in your Instagram Bio about who you are and what you do (learn how to write an Instagram bio here), you're limited on space. Instagram Highlights extend your "branding" real estate on Instagram. So, if you want to be the go-to-local agent in a specific market, use Highlights to feature those markets and your expertise. If you want to work with more of a certain type of customer, use your Highlights to speak to those specific customers.
They are a visual, quick way to clearly show off who you are and how you can help, which is exactly why we start thinking about them from the beginning of your Stories strategy! And don't forget that your Story Highlights covers are visible on your feed. So, this is another chance to incorporate any of your brand colors and visual aesthetics within the covers themselves.
But before you get overwhelmed with having to create another graphic for Instagram, I want to share that I have a special IG Unlocked bonus - my Stories Accelerator, which comes with done-for-you Highlight covers you can customize with your own branding along with Instagram Story templates. To access this bonus, join IG Unlocked here.
Once you've thought about your Highlights we can move into Instagram Story ideas!
Instagram Story Ideas for REALTORS®
Stories might happen for you naturally throughout the day, especially when you think about the topics you already chose for your highlights. So, don't be shy about sharing your day in real estate! But to help get you going, here are some easy ideas to add into the mix:
Re-share Your Reels: If you're already creating Reels, hit the paper airplane icon to easily share them to Stories. Learn more about Instagram Reels for REALTORS®.
Record a Quick Video: Are you working on a CMA, prepping for an open house, or staging your newest listing? Share what you're doing with a short video. You can show up on camera selfie-style or film a video of what you're doing and talk for a voiceover effect.
Share a"Day in the Life:" Post morning, mid-morning, afternoon, late afternoon, and evening with a simple photo or quick video sharing what your day was really like.
Start a Series: Consistency works for a reason, and starting a series allows you to further establish your expertise in a specific area or to attract a specific type of customer. For example, you could start a weekly series where you share tips for buyers in your market, promote a home of the week, or invite them to a live session you produce.
Use Templates & Prompts: By far, the easiest way to show up on Stories is to customize templates and done-for-you prompts. I have a few options to get you going with this one! The first is my Business Boosting Social Kit that includes ready-to-share Stories and Canva templates. You could access my Stories Accelerator which includes Stories through IG Unlocked - simply join IG Unlocked here!
However, the real magic of Stories comes from using Stickers and engagement boosters!
Engagement Boosters for Stories
Stories are a place on Instagram where you can actively participate in the content being shared! In addition to the options you can add, your viewers can also like your story and send you a message using the features at the bottom of each story you share.
However, as I always say, "if you want engagement on Instagram, you have to ask for engagement!" So, include in your mix the use of Story Stickers where you can add links, gifs, music, polls, question boxes, reaction sliders, and more! (Not sure how to add stickers? Simply click on the icon that looks like a square smiley face. From there, you'll be able to enhance your stories.)
By including these features, you're inviting the viewer into the moment with you. Better yet, if you want people to reach out to when they have a real estate need, they're much more likely to do so if they already have a positive history of casual conversations with you on Instagram. You can encourage these conversations by personally replying to people who have engaged with your stories.
The goal is to get people interested and interacting with your content! Some of my favorite ways to do this are by leveraging these features:
Links: No longer reserved for accounts with 10,000+ followers, anyone can share links! So, drive people back to your website to request a showing or to RSVP to an open house you're hosting.
Questions: Get direct feedback from potential customers, start real conversations, and come up with content ideas by using the questions feature. Here you might ask, "what's stopping you from buying a home today?" And see what your followers have to say! But don't forget to respond back to the people who answer the questions through DMs (direct messages).
Poll: Everyone wants to share their opinion so ask something simple like is this home decor idea a "Yay or Nay?"
Emoji Slider: This is probably the easiest option to include and a favorite Sticker to use. You can have people rate your content using the emoji of your choice. So, this could be the standard smiling heart face or even the fire emoji, which you could simply add to any home, community, or real estate story!
Quiz: While you could use the quiz feature as an actual quiz to guess the right answer, you can also use it as a way for people to choose from multiple options. For example, you could share an image of a stylized living room and use the quiz feature to have people choose their favorite decor feature.
All of these features are additional opportunities to grow your brand and establish connections through fun, interactive experiences. But don't forget that Stories don't have to be used for Instagram Stories alone...
Ready to grow your business through your Instagram Marketing?
{Click here to learn more & join IG Unlocked for Real Estate}
Multi-purposing Stories for REALTORS®
Get the most out of what you post by sharing your Stories across social platforms!
Instagram makes this particularly easy by giving you the option to share your Instagram Story to Facebook with a click of a button. (If you don't see this option, make sure your Instagram and Facebook profiles are connected.)
Next, could some of your more casual Instagram Stories be a post on your personal Facebook profile or business page? If you shared a series of photos for Stories or filmed a quick video that wasn't right for your Instagram feed, it might work well for Facebook! Next, could you use the same content for LinkedIn, Pinterest, or in an email? Get the most out of all the marketing you do by proactively considering all the ways you can repurpose your content!
No matter what you're doing on Instagram, whether it's sharing Stories, creating Reels, or writing a caption, to find the most success, you need to have an overarching plan to guide you.
Want to Learn More about Stories and Instagram Strategy?
My number one recommended resource for mastering Instagram marketing for real estate is through IG Unlocked, my leading Instagram marketing course! Inside you'll learn:
How to set yourself up for success: Including writing a compelling bio, account hacks, and more
Branding yourself on Instagram: So you stand out from the competition & attract more customers.
Exactly what to post on Instagram: Stop worrying about coming up with content and post ideas. I'll show you my go-to-formula.
How to create strategic, engaging posts: Learn to write better captions, tips for SEO, and how to get engagement.
Curating personal branding photos with confidence: To show up memorably and form personal connections.
How to use Reels, Videos, and Stories: So you can tap into the power of Instagram's trending features.
How to create your personalized plan: Finally have an Instagram strategy to guide you that will work to help you accomplish your goals in your market and within your business.
And if you enjoyed today's episode, then I know you'll find even more value inside IG Unlocked with the engaging videos and step-by-step worksheets that accompany each module.
When you combine features like Stories with a winning Instagram strategy, you'll not only get attention, you'll also get the results you're looking for! So, if you use any of today's ideas, be sure to tag me @IdeasForRealEstate - I would love to see them and cheer you and your business on!
Learn more about IG Unlocked for Real Estate:
Looking for more? Don't miss these top related episodes:
[VIDEO] How to Brand Yourself as the Go-To Local Agent on Instagram
What to Post on Instagram & Social Media for Real Estate Agents
Plus, here are some featured resources you might enjoy!
🎧 Listen to the show on Apple Podcasts | Spotify
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!