We are living in the age of social media, and over the past decade Instagram has become a leading social platform. Currently, it has over one billion users worldwide who spend an average of one hour a day on Instagram. However, while other industries have taken advantage of Instagram’s reach, only about 9% of real estate agents use it for marketing. If you’re a realtor looking for a way clever way to penetrate the digital market, Instagram is the way to go.
Step Up Your Photo and Video Production
Instagram is a very visual platform. Over the years, an emphasis on well-composed shots has been evident. Even “raw” or “rustic” images obviously have some production value behind them. Of course, this isn’t to say that you need to spend big bucks —though if you want to sell luxury properties, getting some professionally taken photographs is but a small investment. You can focus first on finding the right angles of your luxury properties, the ideal furniture placement, and styling to complement your shot. Previously, one of the effective marketing ideas we shared on Duvora was to try free photo editing apps. At the very least, this can help adjust lighting and enhance the resolution of each picture.
You can also take your real estate content game to the next level by using Instagram Stories, which currently garner 500 million viewers daily. Surveys have even shown that 58% of users became interested in a brand after seeing it on Stories. If you can’t hire a professional videographer, there are also free video editing apps available to help create seamless transitions.
Diversify Your Feed
All work and no play, makes your account a dull one. Instagram is becoming a top social selling medium, but it’s still primarily a form of entertainment for many. An article on Markets Insider says 67% of people unfollow brands due to irrelevant or repetitive content. If you want to attract a loyal following, pepper your feed with more than just property listings. You can include house tours, fun facts, property or homeowner features, which also act as free advertising for your quality service. Even aspirational posts can work, especially since you're selling a luxury lifestyle alongside a luxury property.
Even if it has nothing to do with you, highlighting relevant and interesting stories will still translate to traffic for your page. Instagram also has several content formats like carousels and videos that can present different online assets. When you pique human interest, you are likely to capture and maintain positive attention.
Employ the Right Hashtags and Captions
If images draw them in, then captions seal the deal. You can easily build your credibility and become a top-of-mind real estate expert when you provide complete and accurate information. Avoid any intimidating jargon but do mention important data like area, architecture, location, amenities, and any special features or history. You want to be able to paint a vivid picture that entices audiences.
A non-negotiable part of your caption is the hashtag. Later’s guide to Instagram hashtags notes that posts with hashtags average 12.6% more engagement. In a nutshell, hashtags help you get discovered by new audiences thanks to targeted content categorization. Using the correct hashtag has the power to increase your traction and coverage. A good rule to writing powerful hashtags is to mention location, services, and brand name. For example, you could say #JaneDoeRealEstateMiami instead of just using #RealEstate. Users might want to narrow their scope and having the location in the hashtag can help them do that. It can also be tempting to go overboard, but try to limit your hashtags to five or six per post.
If you’re still unsure about pursuing Instagram, consider this study from the National Association of Realtors that says 99% of millennials—the most active real estate buyers today—start their home searches online. With the right approach, your Instagram account can be the best marketing strategy your business has seen.