In today’s digital world, where the majority of consumers research and begin their home search online, a strong social media presence is essential for building a lasting impression in competitive real estate markets across the country.

To stand out in a sea of agents, real estate professionals need an effective social media content strategy to drive business growth. Your content strategy serves as a roadmap for creating valuable, relevant and engaging content that resonates with your target audience and leads to meaningful outcomes.

In this guide, we’ll walk you through three steps to developing an Instagram strategy that converts. By getting the hang of these essentials, you can level up your online presence, nurture client relationships, and generate valuable leads.

1. Set clear content goals

When crafting your content strategy, kick off by setting goals. For best results, start by identifying your yearly, big-picture aspirations. Next, break it down to quarterly goals, and then each month, zoom in on what really matters to move the needle.

Whether your goal is to increase property inquiries, drive traffic to your website, grow your email list or secure more listings, ensure that each piece of content serves a purpose in achieving your desired outcome.

Goalsetting is an important part of your strategy because it provides a clear direction and purpose for your content creation. Not only that, but it helps you measure the success of your content strategy, providing insights into whether your efforts are yielding the desired results. 

In turn, you can adapt and optimize your strategy based on data and analytics. If you’re not meeting your set goals, you can analyze what’s not working and make the necessary adjustments to improve results. On the flip side, if you’re seeing success you can make note of what is working to optimize your strategy further. 

2. Define your content pillars

After establishing your goals, we encourage clients to focus on three core pillars for their social media marketing efforts. Keep in mind, your content pillars will differ from your brand pillars. 

While your brand pillars are unique to you, think of your content pillars as the structure and guideline for your content creation efforts. Your content pillars allow you to focus on actions that are aligned with your goals. They also prevent you from getting overwhelmed with too many ideas and ensure that you’re investing your time and energy where it matters most.

Here’s an example for the real estate industry:

• Grow (expand your reach). Showcase property listings, local market updates and neighbourhood insights. 
• Nurture (build trust and connect with potential clients). Share glimpses into your daily life, offer free educational resources and showcase testimonials. 
• Sell (drive conversions). Highlight successful transactions, offer exclusive deals and provide expertise on the buying or selling process. 

Each piece of content you post should prioritize one of these pillars. As a real estate agent, it may feel like you’re often doing all three simultaneously (growing, nurturing and selling); however, by working with content pillars, you can focus on the most important action for your business at any given time. 

Remember, it’s not only about the content you’re creating and sharing — it’s also about the way you’re engaging with your audience. Aim to build personal relationships with your audience by sparking conversations in the DMs. You can foster engagement by inviting questions, sharing polls or hosting Q&A sessions on Instagram Live, positioning yourself as a trusted resource for ideal clients.

3. Create your monthly content calendar

The key to a consistent Instagram presence? Planning. Instead of brainstorming new ideas from scratch for every piece of content, you can leverage your established pillars and current goals to generate relevant topics and angles. This saves you from staring at a blank page with the dreaded question, “What the heck do I post today?” 

Start by mapping out key topics and themes for the month ahead, plugging in special occasions, open houses, local events or anything else that automatically translates into a marketing opportunity. From there, fill in the blanks with valuable content that aligns with your key goals.

For real estate professionals looking to thrive in today’s digital landscape, a strategic social media marketing strategy is no longer optional but fundamental to your success. A winning Instagram strategy blends clear, strategic goalsetting, consistency and the right mix of content. By following these steps, you can create a memorable online presence that remains top of mind with your target audience.

Ready to sharpen your Instagram game, boost lead generation and grow your community (and your real estate business) this year?

In an era where authenticity reigns supreme, delivering unforgettable social content that captivates is the secret sauce for taking your real estate brand to the next level.

What makes content unforgettable, you ask? Today, we’re spilling our agency-approved Instagram tips and strategies for increasing engagement and building a real estate brand that stands out from the crowd.

Crush your captions

To create compelling captions that resonate with your audience, use a proven caption formula to drive engagement on Instagram:

1. Start with a scroll-stopping hook. You already know from scrolling through social media that the hook is what makes you stop and read. Strong hooks evoke emotion and make viewers think “I HAVE to hear what they’re going to say next!” This could be a compelling question, a bold statement or a powerful statistic related to real estate.

Here are some unique hook examples.

• Use a “what if” scenario: “What if you could cut your mortgage in half?”
• Strike their curiosity: “This one tip helped my client sell for tens of thousands more…”
• Go against the grain: “I’m done with the ‘sold over asking’ marketing tactic. Here’s why…”

2. Tell a story. When it comes to Instagram marketing, sharing basic tips and generic advice is no longer an effective strategy. Instead, use storytelling in your caption to connect with your audience more deeply, provide valuable insight and stir emotion. Make your content memorable and impactful by sharing your personal experiences and lessons learned as a realtor.

Remember, every story has a beginning, middle and end. Use the beginning to paint the picture of the problem, share the climax in the middle (what happened next) and then offer key takeaways to end with the solution or transformation.

3. Add a call to action. Don’t overlook this important step in creating a killer caption. At the end of your post, invite viewers to engage with a clear call to action that prompts them to take the next step — like visiting your website, booking a consultation or engaging with your content.

For example:

“Head over to the link in my bio to schedule your free call.”

“Comment ‘MOVE’ and I’ll send you my free Buying Guide!”

“Ready to buy or sell a home in 2024? Hop into my DMs and we’ll chat about your real estate goals!”

Show the real you

You keep getting told to “show up authentically”, but what does this even mean? The reality is, it’s different for everyone. The best way to connect with your audience is to share a glimpse into your daily life — morning coffee at your favourite local spot, your furry friends or the Netflix show you’re currently binging, for example.

Contrary to popular belief, potential clients aren’t necessarily going to connect with you for what you sell. They’re going to connect with you because of who you are. And, as it turns out, once people feel connected with you, they’ll be a lot more interested in your business. 

The easiest place to start? Your Instagram stories! Showing up regularly on your Instagram stories is the perfect way to share relatable moments and establish trust with your audience. This is what really entices your dream clients to “slide into your DMs.”

Ask yourself: who are you outside of your role as a real estate agent? Maybe you’re also a parent who spends your free time hiking and LOVES thrifting on the weekend. Whatever your interests are, sharing what makes you unique provides endless opportunities to connect with potential clients. 

Document with video

Instagram Reels has become a powerful tool for boosting engagement and nurturing your audience. The best part? You don’t need extensive video shooting or editing skills to do it. 

Help potential clients visualize working with you by capturing simple b-roll (short, behind-the-scenes video clips) of your daily life as a real estate agent. It can be as simple as unlocking a door, touring a home, exploring a neighbourhood, talking on the phone or working on your laptop. Once you’ve gathered your clips, it’s time to tell a story. 

Give these Reel prompts a try: 

• Day in the life of a realtor
• Staging a home: What you see vs what you don’t
• Red flags to look for when buying a home
• Green flags to look for when choosing a realtor

Maximize your reach with carousels

Camera shy? You’re not alone. Luckily, carousel posts are another effective way to boost engagement on Instagram. Here are a few ways to use carousel posts in your content strategy.

Education. Educate your audience about the current state of the real estate market, emerging trends and investment opportunities. Break down complex topics related to real estate into easy-to-understand slides, providing step-by-step instructions, tutorials or informative graphics. Refer to the caption formula above for mapping out your carousel.

Client success stories. Use carousels to share success stories from past clients. Keep in mind that it’s not just about sharing client feedback, it’s about spelling out the transformation from the client’s perspective while, at the same time, showcasing your expertise. 

Local business and neighbourhood highlights. Highlight local businesses to showcase the community and support fellow entrepreneurs. Include photos of businesses such as coffee shops, boutiques or restaurants, along with captions that describe the products or services they offer and why they’re worth visiting. Encourage viewers to support local businesses and explore the neighbourhood.

Put it into practice

Your turn! Use these proven strategies in your Instagram marketing today, and you’ll start seeing results. By embracing these tactics, you’ll not only enhance your content but also cultivate an online presence that resonates deeply with your ideal clients and keeps you top-of-mind when they’re ready to make a move. 

Up next, stay tuned for some of our best website tips to attract the right audience and leave them wanting more (plus, find out what NOT to do!)

In 2023, HubSpot reported that the main reason 63 per cent of realtors were using social media was to promote their property listings. Given today’s digital landscape, this hardly comes as a surprise. 

But does social media really lead to leads for realtors?

An end to door-knocking and cold-calling

While the days of door-knocking and cold-calling aren’t quite over yet, social media might be calling for the end of an era.

“I was actually making 50 to 75 cold calls a day when I first started and wasn’t enjoying it,” says Conor Kelly, an agent with Stonehaus Realty. “So, I started doing two TikToks and one Instagram story a day. I was anticipating it to take three to five years to get a decent lead flow. But, a month and a half later, the phones started ringing.”

If you’re a realtor who’s interested in social media platforms but you’re unsure where to start, follow these tips from other agents who live and breathe social media.

Tip 1: Listen to your audience

When it comes to social media, it can be easy to overlook the “social” component. Social media is more than about creating high-quality content — it’s also about engaging and listening to your audience.

When Alex Dunbar, an agent with the Real Brokerage, first started creating content in 2018, he was making videos he thought would be of interest to his audience, primarily on educational topics like explaining property transfer tax or closing costs. But then he started analyzing data on what his audience was actually most interested in.

“Now, I go back at the end of the year and actually look at where all my deals come from,” says Dunbar. “I can tell you I had this many come in through TikTok, YouTube or Instagram.”

Listening to his audience has helped Dunbar create content now that is more aligned with what his audience is truly interested in seeing — whether that’s city and neighbourhood guides, moving and relocation tips or market updates on Greater Vancouver, for example.

Tip 2: It’s not all about you 

Imagine you’re having dinner with someone and they only talk about themselves the entire time. No fun, right?

Same goes for your social media content. It shouldn’t be all about you.

Take Tyler Burrows, an agent with Oakwyn Realty. He’s recently gained social media attention with his hashtag #TouringWithTyler. Burrows regularly posts walkthrough video tours of properties for sale, especially unique ones like lofts, on his social media accounts. The catch? They’re not his own listings.

Now, Burrows estimates that about half of his leads come from social media. Not only has he been able to build relationships with the listing realtors of the properties he’s viewing, but people have begun reaching out to him when they’re in search of properties similar to the ones in his video tours, like lofts.

Tip 3: Don’t let the trolls get to you

While your social media engagement will likely be mostly positive, it might also attract the occasional troll or two in your comment section.

“Some of them are so bad that I can’t even say them here,” says Kelly.

It may be easier said than done, but the simplest advice would be to simply ignore the trolls. 

“I just don’t let other people’s words have power over me,” Dunbar mentions.

Tip 4: Give it time

Becoming a social media sensation isn’t an overnight process. Having a strategy and being consistent is key to a realtor’s success.

“You have to consistently put things out on a daily, weekly, monthly, annual basis to actually start to see results,” says Dunbar. “If people see you one time, they’re not immediately going to like you or build trust with you. But when they see you’ve been doing it over a long period of time, that’s when they’re going to reach out.”

“Views don’t necessarily equal deals,” explains Kelly. “I didn’t get a legitimate lead until I went to a presale in Mission and ended up closing four deals off of that one video.”

But, it took time and a consistent social media presence for Kelly to gain that level of influence from a single video. Gaining credibility and trust might be more important metrics than views, impressions and engagement rates — even if they can’t quite be quantified.

There’s no one formula for social media success. What might work for one realtor might not work for another. It’s about finding your voice and what works best for you.

“The important thing is you do it your way,” says Burrows. “And you stick to it.”

In true December fashion, let’s focus on the trending holiday sounds and templates!

If you’re new to Instagram Reels, check out our article, Instagram Reels 101: Your ultimate starter guide.

Hear those sleigh bells jingling

You can use this Reel template and trending sound in many different ways. Show off your latest listing, your area covered in winter snow, a local holiday event, your team putting the finishing touches on office decorations or staging a home. Get creative!

What you’ll need: For this Reel, you’ll need 17 short clips ranging from 0.7 to 0.9 seconds.

How to make it:

Step 1: Tap here to view the Reel on Instagram.

Step 2: Tap “use template” to get started.

Step 3: Input your 17 short clips in the order you prefer.

Step 4: Tap “next”, then input your caption — keep it short and sweet with a clear call-to-action (CTA).

Step 5: Select “edit cover” to either add your own cover or select a moment in the video you’d like to use as the cover image.

Step 6: Scroll down and tag your location so the algorithm shows your content to people interacting with content in the same area.

Step 7: Hit “share”.

Views: 205K
Source: reclaimedinspiredgoods

Family dinner

Set the table — the whole family’s coming for dinner! Does your new listing have fantastic entertainment space for the whole family to enjoy during the holidays? Dress up the dining room and show potential buyers what their holiday get-togethers could look like.

What you’ll need: One to two videos lasting a total of five to 10 seconds.

How to make it:

Step 1: Tap here to view the Reel on Instagram.

Step 2: Tap the Reel sound at the bottom left of your screen, then tap “use audio”.

Step 3: Input your video.

Step 4: Tap “next”, then input your caption — keep it short and be sure to mention the fact that it’s for sale, with a CTA.

Step 5: Select “edit cover” to either add your own cover or select a moment in the video you’d like to use as the cover image.

Step 6: Scroll down and tag your location so the algorithm shows your content to people interacting with content in the same area.

Step 7: Hit “share.”

Views: 346K
Source: studio__billie

The 2023 season comes to an end

What you’ll need: 14 short clips of the beautiful homes you sold, fun team events you hosted, your favourite local spots and anything else that made this year awesome.

How to make it:

Step 1: Tap here to view the Reel on Instagram.

Step 2: Tap “use template” to get started.

Step 3: Input your five videos in the order you prefer.

Step 4: If you’d like, you can add text at the center or top of your video along the lines of “2023 was …” or “the best of 2023”.

Step 5: Tap “next”, then input your caption — keep it short and sweet with a clear CTA.

Step 6: Select “edit cover” to either add your own cover or select a moment in the video you’d like to use as the cover image.

Step 7: Scroll down and tag your location so the algorithm shows your content to people interacting with content in the same area.

Step 8: Hit “share”.

Views: 379K +
Source: envisionstockmedia

POV: You are home

This Reel doesn’t have a template, but the trending sound from The Holiday is brand-spankin’ new, so jump on it! I’d follow this creator’s lead and start the video by welcoming your audience through the front door.

What you’ll need: Five to 16 video clips of your latest listing. Focus on the best areas of the home.

How to make it:

Step 1: Tap here to view the Reel on Instagram.

Step 2: Tap the Reel sound at the bottom left of your screen, then tap “use audio”.

Step 3: Input your four video clips in the preferred order.

Step 4: Add this text to your video “POV: You are home”.

Step 5: Tap “next”, then input your caption — keep it short and sweet with a clear CTA inviting people to learn more about the listing or to book a private showing.

Step 6: Select “edit cover” to either add your own cover or select a moment in the video you’d like to use as the cover image.

Step 7: Scroll down and tag your location so the algorithm shows your content to people interacting with content in the same area.

Step 8: Hit “share”.

Views: 353K
Source: chloecleroux

Jazzy holidays

What you’ll need: About six videos of a specific room in your latest listing. For example, show off every angle of the kitchen and its features.

How to make it:

Step 1: Tap here to view the Reel on Instagram.

Step 2: Tap “use template” at the bottom left of your screen.

Step 3: Input your clips in the desired order.

Step 4: If you’d like, you can add the title “Spend an evening in [AREA]”.

Step 5: Tap “next”, then input your caption — keep it short and sweet with a clear CTA.

Step 6: Select “edit cover” to either add your own cover or select a moment in the video you’d like to use as the cover image.

Step 7: Scroll down and tag your location so the algorithm shows your content to people interacting with content in the same area.

Step 8: Hit “share”.

Views: 84.2K
Source: salinamariahome

Are you finding our Reels for Realtors articles helpful or inspiring? We’d love to get your feedback, and please don’t hesitate to ask any questions you may have. Drop a line in the comments below.

Happy holidays!

There’s a lot of people wondering online if it will stick around or go the way of Clubhouse.

Here’s my take: Clubhouse was always doomed to become a super niche product that had little to no chance of keeping up the popularity it did during quarantine days. You have to stop what you’re doing to use Clubhouse since it’s audio. You can’t do it passively while on the TV or around other people. 

Threads is different. They did a good job recruiting celebrities, which is one of the key drivers of engagement and adoption on most platforms. They also did it well by making it an easy transition from your Instagram account to Threads.

They’ve brought in over 20 million users in under 24 hours. Engagement so far is reminiscent of early social media, where it was easy to do well organically.

So do you need to join?

Short answer: no.

I’ve long been a believer that you don’t need to be on every platform. One of the first things I often recommend people to do is shut down the accounts they’re only kind of using. You either commit to doing something well or don’t bother. 

You won’t go out of business if you’re not on Threads. I’ve been in the industry for 10+ years, and I’ve heard, “If you’re not doing X, you’ll be out of the business in five years” countless times, and it’s never been true.

There are two main reasons to join Threads from a business perspective:

1. You’re seeing your clients and potential clients are active on Threads. At the end of the day, go where they are. If they’re joining and engaging, that means you can deepen your relationship and have meaningful conversations.
2. Networking. Early Twitter was the best for networking with industry professionals, local media and local politicians. A lot of good relationships were built that led to real results. It’s an open forum for everyone, and you can make connections that you otherwise may not have been able to.

I’d pick one or the other as the focus for your account, and for most, I think it’s the networking side that will more likely be the value focus for most.

It’s a great place right now to test out new content and see what sticks. It’s likely the playbook you’d use to do Twitter well will work on Threads, but that remains to be seen. There’s going to be a lot of figuring things out over the next little while.

I’ll give you the same advice I give for Twitter; if you want to do it well, spend 90 per cent of your efforts engaging with others and their accounts and 10 per cent posting to your own. That will do more for you than anything else.

If you do join Threads, come say hello; I’m giving it a shot.