In 2021 and moving forward, Instagram is undoubtedly one of the most important social media platforms for every real estate agent. In case you didn't know, there are now 1 billion active monthly users on the platform, and it's one of the best ways to build your brand. Many real estate agents struggle to figure out exactly what to post. In this video, I'm gonna tell you exactly what to post on your Instagram profile in order to build a following, gain local awareness, and stay top-of-mind in your city, so without further ado, let's get started.
What should I post on Instagram” is the number one question I get from almost every single person in my Facebook groups, in my DM's, and from people who simply ask me. There are so many real estate agents using Instagram, but they're not getting any results, their following is stagnant, and they're not getting any engagement or business. In essence, we want to use it to build a following and some engagement, but we also want deals to come out of it, and that's exactly what I've been able to do by following the exact formula I'll provide you with.
Throughout this video, I'm going to share a few tips and tricks that will provide you with astronomical results if you follow them and take action. Many people make the mistake of only posting content that benefits themselves, not their target audience, when growing their Instagram account. When I look at the Instagram profiles of those reaching out to me for advice on what to post, I see the same thing over and over again. The only content they post is content that is beneficial to them, and their Instagram profile is crammed with only real estate-related content that is not relevant to anyone else.
In this post, I'll share with you the four things that you need to be posting on your Instagram profile in order to start seeing great results.
Use The 80/20 Rule
The first thing I'm going to say is that you should follow the 80/20 rule. As far as posting business content versus personal, we have heard this before. I will explain it to you in a little bit more detail so that you have a better understanding. You should have 80% of your Instagram feed devoted to personal content, but before you jump to any conclusions, let me explain the other 20%. Let's talk about that eighty percent for a minute. Yes, eighty percent should be personal.
In other words, you can still put real estate content in the picture, but your face needs to be there. If you weren't a realtor and you were looking for one, and you just saw a photo of a just listed or coming soon home, what would you do? Would you look at a picture of a house and say hell no to working with the agent behind it? Be honest with yourself, probably not.
Regardless of who's behind a listing, you won't look at a photo of a property and think I want to work with that person… it just doesn't happen! People prefer to work with people that they have built up a like, know, and trust factor with so what should you post in order to do this?
We will begin with the obvious real estate let's take advantage of that twenty percent that is easy to access for you guys because it is in our industry units in our blood, real estate. In other words, 20% of your content should be real estate content because it helps you build credibility and it shows that you are getting good results in the real estate space in your city, and people need to know what you do in addition to your bio.
You should take pictures of people on the day that they buy or sell a house. Taking possession or moving on to something new is very exciting for them, and you can see the excitement in their faces. So not only does this boast well for Instagram content in general, but is also something that can be used as a Facebook advertisement because it shows so much emotion and credibility.
You got the job done so that's one of the best things you can do for real estate content.
Here is the number one thing you SHOULD NOT post about real estate! Reduced prices! While we all know price reductions can help sell a house, when you think logically you can see how they reduce your credibility since they show that at the main list price you didn't get the job done. While we know that it's a part of our business, we must think about the consumers' point of view instead of only the real estate agent's.
It will make them wonder why the deal didn't close at the original price if they're browsing a realtor's Instagram feed and seeing price reductions? I recommend you stop posting price reduction photos. You can use them in Facebook ads to drive traffic, but keep them off your Instagram feed.
There's another section that falls into the 80%, but it's also something you can be in, and that's behind the scenes of a real estate video. Real estate shows on tv are popular and there is a lot of interest in it. It isn't just about real estate, but also about what happens behind the scenes. People are interested in the process of negotiations, the process of showings, they want to know more about real estate deals, they want to know how it works.
A lot of people are curious about this industry, and we have the opportunity to show them the behind-the-scenes. A localized version of those TV shows. To pique someone's interest, you don't need these massive million-dollar listings. In reality, they are just curious about the business of real estate and what the agents behind it do. In other words, show things behind the scenes when you are out showing clients. You can even take a selfie! With the iPhone, you have a better camera than the most professional people and you can use your cell phone to do so! When you're out doing showings and your clients are having a great time, have them take a photo with you, there's no harm in that.
Also, if you are at a networking event or viewing a new listing, take a photo or a video of yourself out and about. A lot of people are interested in and want to see what's behind the scenes, so it resonates well with them.
Localize & Be Community Focused
Next, you will find content that relates to your local city or communities within your city that you would like to specialize in. Oftentimes, people in your city are patriotic and they love to see what's happening and what's new and vibrant in their city. This is what will help you build your top-of-mind brain awareness and help people become familiar with you as the local go-to agent. Rather than just interview local businesses, which you should be doing, I suggest you post content about local businesses.
It's as simple as you working at a coffee shop and taking a picture there. You tag it, post it, and share it with others. Here's what you need to realize: people often search for popular spots within your city. They may be coffee shops, restaurants, local landmarks, etc. Then, whenever anyone searches that location you have an opportunity to show up and increase your following when you post pictures of yourself at those places and you properly tag them! It just shows that you're out and about, that you're knowledgeable about the area and that you are engaging with what other people care about.
Be Lifestyle Focused
Finally, we come to the most important one: lifestyle. In the end, this is what will help you build that like, know, and trust factor more than anything else. People are drawn to people who relate and resonate with them. Make sure this is the majority of your Instagram content. Make sure you have lifestyle-related content, start posting more about what makes you unique, your hobbies, your passions, your interests, your family, your friends, or anything like that so that people get to know you.
For example, if you love playing pool, or drinking beer, or magic tricks or maybe something unique to your area that is a hobby for you, like hiking if you are in the mountains, or boats if you are near the beach. By working with people who have similar passions interests and hobbies you will start having organic natural conversations that go beyond business, buying, selling, and investing.
Building authentic connections with people through similar mutual interests is the best way to start working with clients that will be easier to work with in the sense that they were connected to you deeper than just on the surface. By connecting with them on a topic that they care about, you'll make your job much easier and the process that much more enjoyable.
Post about your passions and hobbies so that you can work with your ideal client avatar. It doesn't matter what your interests are, whether it's mountain biking, figure skating, snowboarding, coffee, beer, whatever it is, this will allow you to tap into a community of people in your city that also share that interest.
Don't be shy about sharing photos of your family and your personal life because when people see that side of you they will recognize that you are more than just a businessperson. In a personal sense, you actually do have a family, and that often makes you more relatable.
Conclusion
Those are the four main sections you need to post on your Instagram profile in order to increase engagement. By doing so, you can start growing your following and generating business from your Instagram profile. Don't forget to like, share, and subscribe for more great content!
