Instagram is so much more than a photo-sharing app. It has now become a high-performing marketing platform for businesses out there – regardless of business size and what industry they belong to. Real estate is one of those industries that should leverage Instagram for their marketing campaigns.
Instagram is a visual-first social media platform. Its photo- and video-based content formats make it easy to showcase properties. Moreover, with more than 2 billion monthly active users, the platform is ideal for real estate businesses to grow their networks, market homes, and score clients.
But, just like any other marketing, Instagram marketing has its own ‘rule’ you need to follow to reap all the marketing benefits you’ve always dreamt of. A poorly executed Instagram marketing campaign can only harm your reputation and scare away potential clients.
At this point, you might be wondering, “how to create a successful Instagram marketing campaign for my real estate business?.” And to help you out, we’ve listed six winning Instagram tricks below for you to follow.
#1. Use Story to Post a Quick Virtual Tour
Instagram Story feature allows you to shoot and post short videos (i.g., explainer videos or videos taken from your phones) or images, and they will automatically disappear within 24 hours.
In this case, you can post any content you want, even with the scrappiest shoot, without having to worry about ruining your organized Feed.
You can use Story to give your potential clients a quick virtual tour of your properties regularly. This format is so straightforward and straight-to-the-point, helping those potential clients enjoy the view and understand more about the property without any distractions in no time.
They also can see how your property really looks in the real-life through smartphone cameras. This way, they can set clear expectations and make more informed decisions.
You can also add eye-catching stickers or text to inject some engaging elements and explain briefly about the property, or simply to encourage potential clients to take action. This way, they know what to do next when they want to invest in your property.
#2. Get Past Clients for Video Testimonials
Your potential clients can spend weeks or even months understanding more about your property so that they can ensure themselves that it’s worth investing in. It means that generating their trust is incredibly important. After all, clients only invest in the real estate agent they really trust, don’t they?
You can use IGTV on Instagram to post a video testimonial where you can feature your past clients and allow them to share their experience investing in your property. So, instead of bragging about your business yourself, the past client does all the talking. Those genuine thoughts and experiences from past clients can encourage them to try to invest in your property themselves.
A well-crafted video testimonial can spark potential clients’ curiosity about your real estate business. That is why it’s always better to create professional-looking videos with professional video production companies.
#3. Promote Special Offerings and Open Houses
Instagram is a potent platform for informing your potential clients about time-sensitive special offerings, such as your upcoming open houses.
“You can post a short, engaging short video on your feed – might as well an eye-catching image to inform the date and place,” says Joe Baker, Founder & CEO of Boots Empire. “To build the hype and excitement, you can also use Instagram Story with the countdown feature, ” he added.
It’s always better to add some description on the post that explains to the audiences why your property is worth viewing and what benefits they can get by attending your open house events.
#4. Showcase Your Property in Carousel Posts
Instagram Carousel allows you to post multiple pictures or videos in one single post. Your potential clients can easily swipe right to see more pictures or videos of your property.
In this case, you can leverage the feature to showcase your property. You can provide the potential clients with the “magazine treatment” with double-slide spreads, close-ups of your property, or shots from different angles.
Therefore, potential clients can see your top listing highlights in one ‘place’ without having to actively click through another picture on another post by displaying several images at once. Carousel posts are also effective for communicating to your potential clients that what they see is what they actually get.
#5. Invest in Instagram Ads
If you want quick, faster, visible results of your Instagram marketing campaign, Instagram Ads might be one of the best tactics for you. With Instagram Ads, you can leverage the targeting options, which means you can display your ads to the right audience at the right time in the right place.
The targeting option is almost endless. It makes it insanely easy for you to target the appropriate audiences. For instance, you could target people who are actually interested in buying houses. Therefore, you can expect better and target results in a shorter period of time with Instagram Ads.
You can also set your marketing objectives, such as building brand awareness, collecting more leads, or simply increasing your conversions. Understanding your marketing objectives in the first place will ensure that you’re staying on track and leveraging the right advertising features.
#6. Introduce Yourself and Your Team
Running a real estate business is not all about selling as many houses as possible. It’s also about engaging your potential customers so they can feel closer to you and create top-mind-awareness. One of the best ways to do this is by introducing yourself and your team behind the scenes.
The more familiar you make yourself to your potential clients, the more likely they are to reach out. You can create behind the scene videos and upload them to your Instagram feed. Or, create highlights that show your team’s personality and daily activities in managing a real estate business (like behind the scene, business meetings, meeting with clients, and more).
You can also go the extra mile by showing other interesting details, such as the charity work your firm does or the cats around the office. This, in turn, will make your potential clients feel like they know your business culture better.
Instagram is a robust marketing channel for businesses in every industry, including real estate. As a real estate business owner, you can use the platform to engage directly with the network’s large audience to drive more deals. The key here is to be consistent with your content. Unless you invest in paid advertising, you can’t expect visible results in a short period of time. But, at the end of the day, all the results will be worth your time and effort.