February 23, 2018
A picture can be memorable, gorgeous, laughable, thought-provoking, or inspiring — but it is always worth 1,000 words. By using creative, graphic images to highlight your work, your business, your activities, your achievements and successes, and your clients, it’s possible to build rapport and expand your influence in the real estate world. Use Instagram to advantage as part of a coordinated real estate social media marketing campaign.
What Is Instagram?
Instagram is an extremely popular and valuable real estate social media tool. Since it was launched in 2010, it has attracted more than 700 million users, second only to Facebook, and is widely considered the best for customer engagement among major social media platforms, according to a March 2017 article in Forbes magazine. Additionally, Instagram is:
- quick and easy — both for users, and for its audience
- it’s visual and designed only for mobile use, although scheduling and tracking can be monitored from the desktop
- it’s graphic, but options are mainly limited to photo-editing choices.
Users cannot insert links and it is not designed for two-way dialog. Posts can be shared, but it will attract immediate, and fleeting, attention rather encourage users to browse, so each post should be memorable. It’s “high-energy” and it’s fun!
How Instagram Works for Real Estate Social Media
Instagram is personal, graphic, quick and relatable. It grabs user attention and promotes brand recognition and loyalty. It provides capsule glimpses, rather than in-depth information.
Success on the platform is built around creativity, pertinence and popularity of shared subjects. Followers “buy in” to lifestyle choices, causes and community events, gaining a sense of “being there” in the midst of the action.
Real estate agents capitalize on the immediacy of Instagram to reach a particular client base. By tailoring photos to a specific audience, it is possible to speak directly to potential clients and to leave a lasting impression. It’s a great way to thank clients, to share individual achievements and honors, to recognize affiliated services and to showcase outstanding properties. Varied content is the key.
Why Instagram Works
Although there is some disagreement about how much is too much, most social media analysts recommend no more than three posts a day, with major brands sharing one to two photos daily. Relevant and interesting content is memorable; too much becomes spammy. Morning posts are preferred, and reposting is discouraged except to share data or statistics, and that should be the exception, not the rule.
Hashtags play a major role within Instagram. In order to use the platform to advantage, users must be familiar with trending topics and style posts with trending real estate hashtags.
The best way to get more followers on Instagram, according to several studies, is to share relevant photos consistently; but not to overwhelm followers with unnecessary photos. One to two posts a day is considered optimum, and morning posts are generally recommended.
The Value of Instagram
Because this is a user-driven platform, good content is essential in order to build engagement. Instagram offers a talented real estate agent an opportunity to tell a story, to present community information and to “sell” a lifestyle rather than simply listing homes for sale. Ads were introduced in 2015, and Instagram is now a major global marketing tool, as well as a favorite among Millennials.
Instagram relies on high quality images to build a following, but lasting benefits depend on coordinating Instagram posts with other social media presence, recognizing the unique characteristics of each, and devoting time and and effort to maximize efforts across the full spectrum of modern digital marketing.
