Newspaper ads, street signs, and boring pamphlets of the past few decades just won’t work anymore.
Brands and businesses of today live and thrive online. It’s not just an era of digital marketing, but this is the status quo.
People from all existing generations are using online platforms, especially millennials.
But where are these people spending all their online time?
Millennials are more connected and active on Instagram than any other social networking platform.
So, how do you utilize Instagram for your real estate business?
Let us give you the answer – for content creation and optimization.
Instagram’s organic reach still exists, and where acquiring followers makes the conversion into customers inevitable.
Instagram is the doorway to your online visibility
Many large real estate firms and brokerages have a marketing agency manage their marketing.
If you’re a real estate agent working for one of these large firms or brokerages, you are likely not going to get the visibility you’d like.
Of course, you could link yourself to their Facebook page, or other professional social networks, but I’m sure you’re not the only agent with that idea.
And that’s where setting up an Instagram account comes in.
Instagram is one of the most powerful tools for flaunting your online presence, while remaining easily accessible to audiences.
When you manage your Instagram account, you – the REALTOR® – will have the opportunity to be your own photographer, content marketer, and social media manager. Your posts are the doorway to your online existence as a REALTOR®.
And newsflash – these are just the necessary steps to catch up in the game.
Create your professional image
Don’t forget, you are creating a branded persona for business purposes, not as a personal account.
Objectivity and professionalism with a hint of creativity is about everything you need to build your online reputation as a real estate agent on Instagram.
Follow these steps to start building your Instagram profile to shape your real estate brand persona:
- Upload your brand’s logo (include a watermark to reserve your right of use) as your profile picture.
- Edit your description to highlight your years of experience, area of expertise (luxury condos, single-family homes or commercial building) and any certifications or special licenses.
- Next, add your phone number and contact info
Don’t be shy to add a friendly emoji... or two. Remember – you’re connecting with an online community, you need to speak the language they are accustomed to.
Ditch the old adage of ‘location, location, location’
You probably have heard the saying “Location, location, location”.
And while that definitely still holds true, when it comes to digital marketing, it’s more like “content, content creation and optimization”.
While it’s understandable that we’re not all artists with a flair for photography or an eye for visual elements, Instagram can take any boring old photo and breathe new life into them.
But how do I do it all myself?
This is how you can do all the impressive things that we just talked about:
Consult professional advice
For content creation, you are perfectly capable of doing both visual and descriptive content, but when it comes to optimization, you really need the help of professionals.
Luckily, an affordable solution is provided by Socially Rich. Socially Rich helps large businesses and small business owners build their following on Instagram.
When you have a strong team on your side, much like Socially Rich, they’ll be able to show you proper use of content optimization and hashtags to provoke the right followers away from your competitors and onto your page.
Do your homework
When you do your homework, there’s no stopping the results you can expect.
Start off by making two lists. In the first list, enlist the Instagram accounts of your competitors, and the accounts whose followers are your target audience (the followers of your competitors).
This should also include Instagram accounts of business in and around your town, city, and state.
For your second list, research what your target demographic is interested in. These will also form your hashtags.
Bonus tip: include hashtags specific to the real estate industry.
Visual content is the key
Get to work and plan to visit your listings with your camera or have your phone ready by your side.
The imagery that strives on Instagram are the one’s that show a sense of pristine cleanliness, free from clutter and distractions. If you’re going to be posting pictures of your listings, keep it simple. Make sure to emphasize subtle decoration elements and have an abundance of the light.
Posting your real estate photos on Instagram
Once you have created your visual content, you are ready to post it on Instagram.
- Use your new developed understanding of the listing to describe your pictures with interesting vocabulary, quotes, artistic concepts that describe the structure of the construction, and why the design is so unique
- Use a colloquial language and call-to-action in a subtle way. This is where your marketing skills will come in handy. Include hashtags in your descriptions. Just remember that your descriptions need to sound like music to a buyer’s ears. It should explain why this property is the one and only for your potential buyer. This is one of the reasons for posting beautiful pictures that capture all the great elements of the property and translate into a visually artistic composition when combined with your caption. Know that your consumer loves that!
- Remember that you’re selling a lifestyle; complete with the ultimate comforts, family values, and architectural art
Your pictures and content are their guide – a kind of visual storytelling – and your tool is Instagram.
So long as your photos tell a story, they’re visually appealing and provide insight to your real estate expertise, the opportunities of Instagram for real estate are endless.
So what are you waiting for? Get to it already!
Ramon Berrios is a multi-national serial entrepreneur based in Puerto Rico, and the cofounder of Cenas Empresariales – an initiative that inspires underprivileged youth in a strikingly difficult economy - and digital agency, SociallyRich.co