When you think “Instagram”, it’s easy to imagine celebrity selfies, avocado on toast and pet antics. Remove that cynical filter for a moment. There are 28,096,133 posts tagged with the #realestate hashtag alone.

What is Instagram?

This is the largest photo and video-sharing networking app in the social media space. Instagrammers use the platform to connect with people sharing similar interests, find new photos or videos, as well as share their own content. Other users have the option of following you back if they’re interested in your content and interactions on the site.


Is Instagram for me?

You’ve seen the advantages Facebook and Twitter can bring. Instagram is another powerful marketing tool at your disposal. You can use it to attract leads, get views to your property listings and even increase engagement with your potential buyers and sellers. Photos sell property and Instagram is the leading social platform for image sharing.

Need an extra push? Here are some facts you need to know.

  • 1 billion people use Instagram every month
  • 95 million posts are uploaded each day
  • Users ‘like’ 4.2 billion posts per day
  • 75% of users take action

The beauty of Instagram is that it’s fun and really simple to use. You can share amazing photos and videos of your listings to your audience and edit them in-app and on the go from your phone anywhere in the world. All you need is a smartphone and a reliable internet connection.

Setting up your Instagram account

It’s easy to create your account. You can do it in five minutes by following Instagram’s simple steps. Going further, these tips will help you promote your content:

  1. Choose an on-brand handle:
    It’s best to go with a name that matches your agency’s name. If your estate agents create their own account, they should use their full name. If their name is taken, they should include their surname. For example, “@TonyStark” creates a better impression for clients rather than “@IronMan4Ever”.
  2. Add a professional picture:
    For your agency, opt for your logo Encourage your real estate agents to use professional headshots with a smile - approachability is everything!
  3. Write a strong bio:
    You have 150 characters. Make each one count! Talk about how you can help potential clients meet their goals. Highlight your achievements and include your contact info like a website or email address. Don’t be afraid to add some personality with emojis. Instagram is a fun space - as long as it fits your brand, you’ll be fine.
  4. Become a follower:
    Instagram is about engagement. Be sure to follow users and brands that are relevant to your industry or linked to your agency.
  5. Promote your profile:
    Get your employees, current clients and previous ones to follow your account. You should make an announcement on email or your other social media platforms. You can also include an Instagram button your website and your agency’s email signatures.

After you’re done, you should convert your account to a business account at a later stage. With it, you’ll get access to business features and Instagram Insights that will help you better understand who your profile is engaging on the platform.

Now that you’ve joined the #InstaSquad, you can start posting. Of course, we’ll show you how to do it strategically.

How you can use Instagram

Flaunt your listings
You’ve listed a beautiful home for sale. With stunning views, stately architecture and elegant furnishings, it’s just the type of property you want to show on Instagram. Use the right hashtag to help your post rank higher in an Instagram search. These are a combination of letters preceded by the # symbol, eg. #propertyforsale #dreamhome #homedecor.

Posts with a particular hashtag will rank higher depending on:

  • How often it is used
  • How popular your post is
  • When you shared your post
  • The strength of your audience

The higher your post ranks in a search the more discoverable it will be by audiences who do not already follow you.

PRO MOVE: The more you post on Instagram the more engagement and traffic you will get. Include posts like photos from houses just sold/rented, success stories and testimonials from clients, walkthroughs of homes, as well as introduce your agents to your audience.

Connect with potential leads
Did someone like your post? Check who they are. They may very well be a prospect you’d want to reach out to with a marketing message. Respond to comments and use direct messages to create a conversation.

Boost your client referrals
Encourage your clients to tag their Instagram friends on your listing posts, testimonials or even a generic motivational post. This is a great way to attract new followers and build your client base.

Stalk your competition
Are competing real estate agencies and their agents using Instagram? You can use the platform to keep an eye on their activities. Instagram is also great if you want to stay on top of real estate trends.

Market your event
You can use Instagram to show off your open houses and other events as they happen. Use live posts and Stories to show your audience exactly what they’re missing out on, as well as interact with them in real time. These features are also wonderful if you want to do a virtual tour of a new property you’ve secured.

Measure your performance
Remember that business profile we told you to create? It’s going to come in handy as you become active on the platform. Your business profile gives you access to Instagram Insights. This provides valuable data on specific audiences such as visitor traffic, clicks, and user demographics. Just like Facebook, your agency can use Instagram Insights to ensure that the audience you’re attracting fits with the target profile created for your ideal lead.

Get an edge with Instagram Ads
Your real estate agency can also optimise your Instagram account by using paid advertising. With Instagram Ads, you pay to post sponsored content on the platform. This lets you reach a larger and more targeted audience. Instagram Ads can assist your agency with brand exposure, website traffic, generating new leads, and converting current leads.


Your Instagram account has the potential to be a captivating portfolio and lead generator for your business. It’s visually arresting, simple to use and growing. There’s no better time than now to get your business active on the app. Next up: YouTube