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!)