Instagram for real estate isn’t just for influencers, it’s a powerful tool for Realtors looking to grow their business. The key is knowing how to turn followers into clients. With the right strategy, you can generate consistent leads, build meaningful connections, and close AT LEAST 12 deals in 12 months. 

Step 1: Optimize Your Profile

Your profile is like your storefront on Instagram. It’s the first impression potential clients have of you, and you need to take it seriously.

• Profile Photo: Use a clear, professional photo that’s recognizable if someone sees you in person.
• Bio: Clearly state who you help, where you work, and what you offer. Add a strong call-to-action (CTA) like, “DM me ‘SALE PRICE’ for finding out what your home would sell for, today”
• Link: Use the link in your bio strategically to drive traffic to your listings, lead magnets, or contact forms.

Rewrite your bio today to include a clear CTA and your location. For example: “Helping families in Toronto find their dream homes. DM me ‘LISTINGS’ for the latest homes for sale.”

Step 2: Create Content That Attracts and Engages

Content is the backbone of your Instagram strategy. Focus on three types of posts:

1. Discovery Content: Use Reels and posts optimized for non-followers. Share educational content, home tours, market insights, and community highlights.
2. Authority Content: Position yourself as an expert by sharing tips, market updates, and answers to common real estate questions.
3. Relatable Content: Showcase your personality and interests. Share behind-the-scenes moments, your hobbies, or community involvement to build trust.

Create one Reel this week answering a common real estate question, like “Should you buy or sell first?” Use an App like Captions or Capcut to add the right captions to it to increase views.

Step 3: Master Direct Messaging (DMs)

The magic happens in the DMs. Eighty percent of Instagram interactions occur privately. Realtors who get consistent business from Instagram are doing it with direct messages. It’s near impossible to get consistent results without talking to people in DMs. 

• Proactively Engage: Comment on posts and reply to Stories from your ideal clients. Ideally with a question so they respond. An emoji barely counts as a comment or reply.
• Welcome New Followers: Send a friendly DM like, “Hi [Name], thanks for following! Are you simply curious about the market in Aurora or planning to move?”
• Offer Value: Share resources, guides, or insights tailored to their needs.

Every day you should make a point of starting at least 5 new conversations over Instagram. The easiest way to do this is to go to stories your ideal clients have posted and respond to them with a question. It doesn’t need to be real estate focused conversation.

Usually the conversation comes around to real estate, for now you’re just getting into more conversations.

Step 4: Consistently Nurture Your Audience

Not everyone is ready to buy or sell immediately. Use Instagram to stay top of mind until they’re ready to take the next step.

• Stories: Post daily updates to showcase your expertise and personality.
• Polls and Question Boxes: Use interactive tools to spark engagement and gather leads.
• Authority Posts: Highlight your knowledge with market updates, tips, and success stories.

Use the built-in Green Screen feature to put items from the news, like market updates, as an image behind you, and then you offer your insight on what it means. This will have way more impact than just sharing market updates. Market updates they can get from anywhere, they can only come to you for your unique insight and expertise.

Step 5: Track Your Metrics and Refine Your Approach

Consistency is key, but so is adaptability. Track the following metrics to see what’s working:

• Impressions: How many people are seeing your posts.
• Shares and Saves: Indicators of valuable content. Likes and comments are mostly vanity metrics.
• DMs Sent and Conversations Had: Measure engagement and lead generation.
• Conversions: Track how many conversations turn into appointments and clients.

Check your Instagram Insights today and note the post with the highest saves and shares. Plan to create more content like it.

Ready to Implement This Strategy? If this high-level overview resonates with you but you’re unsure how to implement it effectively, we’ve got you covered. 

Join our live, hands-on workshop, “How to Get 12 Deals in 12 Months from Instagram for Real Estate,” on February 11th, 2025, from 1-4 PM EST.

You’ll get:

• A step-by-step breakdown of the strategy.
• Personalized guidance to optimize your profile and content.
• Practical exercises to master DMs and lead nurturing.

📅 Seats are limited, so don’t wait! 👉 Click here to reserve your spot.

Let’s make 2025 the year Instagram transforms your real estate business.