Is Instagram an Effective Tool for Real Estate Marketing?

Have you been considering a real estate career in the state of Arizona? One of the first things you’ll want to understand is how to market yourself right off the bat. There are many ways to do this, and Instagram marketing for real estate is becoming an incredibly popular option. 

Although social media is only one of many ways to market your services and properties, staying on top of trends is important. Best practices can change rapidly when it comes to social media platforms like Instagram.

In this post, we’ll provide a foundational training for how to advertise real estate on Instagram. You’ll learn tips and tricks for better posts and improved lead generation. Additionally, you’ll see how real estate tools like Instagram can create a powerful online presence in your market.

Why Is Instagram an Effective Option?

Many real estate agents have a social media platform of choice, like Facebook or LinkedIn. Others might prefer services like Zillow or Trulia to spread the word about new listings. With Instagram, you have the unique ability to create a visual portfolio and lead generator all in one.

Not only does Instagram help you generate engagement with a selected audience, but it’s also free to use, update, and share. There are several other reasons why Instagram marketing for real estate is so effective and useful. 

• Visibility into which individuals are engaging with your posts. One of the benefits of using Instagram is that you can see, in real-time, who likes, shares, or comments on your posts. This information is important if you want to track which users are consistently engaging with the content you share. This could mean that a potential buyer is following along closely and waiting for you to reach out.

• Reduced competition with massive housing platforms. Competing with the big names in real estate–Zillow, Trulia, and Realtor.com–can be tough. On Instagram, you can stand out from the crowd and build a visually appealing portfolio.

• Hashtags increase visibility and reach. One of Instagram’s most powerful features is the ability to research and use hashtags. These help users find common search terms that they’re interested in narrowing down. Explore hashtags related to home style, decor, and especially your local city or town.
  
• A personal, visual, and appealing brand comes to life. As you become more established in your real estate career, you may be interested in developing your own personal brand. You can use your Instagram biography, website section, and stories to show what makes your brand or business unique and personal.

How to Market Real Estate on Instagram

Don’t allow the fast-moving nature of Instagram (or social media in general) deter you! The more you get the hang of establishing yourself on the platform, the more fun you can have in your marketing efforts. Instagram helps you go where the people are, which is especially important since the platform had over 1 billion monthly users in 2018. 

As you’re learning how to market your properties on Instagram, explore tools and strategies that help you stand out from the competition. One of the ways to do this is through slideshows or carousels. These types of posts allow you to display up to 10 images at a time, giving your audience an amazing view at a new property or listing.

Another way to market is through Instagram Stories which, unlike static posts, are available for 24 hours in the app. Stories allow you to create videos, use entertaining filters, and add interactive elements for your audience. This tool can help humanize your brand and help followers see behind the scenes.

As a realtor, you may also want to learn more about apps and filters that allow you to add text to the photos you post. In addition to your captions, these tools allow you to showcase new information that someone may miss while scrolling.

Getting Real Estate Leads

Whenever a real estate professional invests in a marketing strategy, they want to know whether there’s a return on the time invested. While many people glamorize the accounts of television-star realtors, the truth is that any dedicated real estate agent can gain leads with Instagram.

In a survey recently performed by The Close, several successful real estate agents share their tips for boosting lead generation through Instagram. A few best practices for lead acquisition include:

• Following and engaging with local businesses and tourism profiles
• Mixing up professional listing pictures with personal or family-focused content
• Tailoring images to the type of buyer and budget you’re trying to reach
• Use a cohesive theme across your photos and in your captions
• Not becoming discouraged because of a small following 

One thing is for sure–marketing on Instagram could save you thousands of dollars compared to other methods of advertising. If you’re new to the real estate world, use Instagram as a testing ground for learning what works and what doesn’t. Then, you can gain a better understanding of the individuals you can serve.

Getting Started: Create Real Estate Content for Instagram

When you know you want to create real estate content for Instagram, it’s important to start with a strategy. Developing a game plan that includes goals and a target audience can help you avoid wasting time on the platform with no real return. To get started, you’ll want to:

• Set up your profile as a business profile account
• Choose an easy-to-find, professional username and profile picture
• Fill your bio with targeted keywords and a clear mission statement
• Give people an easy way to contact you (provide an email address or website URL)

Instagram Real Estate Posts

Once your profile is set up, it’s time to start creating the type of posts your audience will love! If you’re worried about nailing professional photography, there are many ways to share content with your audience that can be done without expert-level pictures. These include:

• Posts of your listings, showcasing your favorite spot in the home
• A company highlight that shows your team or real estate branch 
• Snapshots of local businesses or places that you support
• Outside imagery and viewpoint shots (backyards, waterfronts, etc.)
• Progress throughout the course of renovations or big changes
• A promotional or “get to know you” post that introduces you to your followers
• Professional or staged photos that are similar to traditional listings

Another interesting way to stay top-of-mind is to use Instagram TV. This feature notifies your followers that you’re going live, and it can be the perfect way to showcase a newly available home! If video sounds intimidating, you can stay behind the lens and simply give your followers a real-time tour, as though you were doing so in person.

Best Practices for Real Estate Agents Using Instagram

When it comes to following best practices, there are a few common rules that any business owner should follow. These guidelines include using real images (rather than unlicensed stock photography) and not buying fake followers and likes. Both of these actions could mar your Instagram account’s reputation or result in account suspension. 

Additionally, avoid over-editing your images to the point that a potential buyer would spot a discrepancy in real life. While Instagram allows for filters and unique editing tools, keep the integrity of the property at the front of your mind.

A few ways to achieve even more return for your time on Instagram include:

• Automatically sharing Instagram posts to other social networks
• Responding promptly to all comments and direct messages
• Using marketing or analytics tools to measure the effect of your posting efforts

Most social media experts agree that Instagram is a long-term strategy. It’s critical that you don’t give up too soon or abandon your efforts immediately when you’re not satisfied. Organic reach can be slow, but it often pays off the more you post and share.

Check out these related resources:

• How to Market Yourself and Increase Sales Using Real Estate Agent Tools
• How To Generate Realtor Leads Like A Pro
• Property Management Tools and Resources for Landlords
• CENTURY 21 ‘s Favorite Neighborhood Restaurants: Glendale
• Should I Join A Real Estate Team As A New Agent?

Should You Use Instagram Ads?

Instagram also offers the ability to use targeted and paid advertising to expand your reach. This can be a particularly powerful tool, given that only 14% of realtors are on Instagram. Based on your location, ads can help you saturate a curious market.

There are many nuances to successful ad campaigns. This is why some real estate agents choose to outsource their advertising efforts to social media ad experts. If such a service is not in your budget, there are many resources and online guides to help you learn the ropes.

If experimenting with Instagram ads sounds appealing, be sure to keep a few best practices in mind.

• Set a realistic budget with clear goals. When using ads, you may want to start small and perform several tests to see how your ads perform. 
• Be extremely targeted with zip codes. Instagram allows you to zero in and hit your home market in order to reach more potential buyers.
• Keep your ad copy simple. Instagram is a fast-moving, visual platform, which means that people may not engage with long ad copy. Attract your ideal customer with specific, easy-to-spot information. 

The good news is that Instagram content for real estate is only one of many tools in your marketing arsenal. Other strategies include having a professional website, offering content marketing, interviewing on local television, and using email marketing campaigns. 

To truly grow your marketing skills, focus on one area or tool at a time. While it could be overwhelming to tackle several channels all at once, your skill set will eventually grow. At that point, you can branch out and further extend your reach.

Start Using Instagram to Get Real Estate Leads

By now, you should be excited about the possibilities that Instagram provides to your blossoming real estate career. Since it’s never too late to get started, the sooner you build a profile, the more visible you become.

Century 21 Northwest Realty is committed to providing resources that help real estate agents in Arizona succeed. Don’t miss our Agent Tools page, where you can find valuable links and resources for establishing your online presence today.