Instagram for Realtors 5 Tips for Lead Generation

As a real estate agent you are being told “do this” and “do that” all day, every day by countless gurus, more experienced agents and even your brokerage. The reality is there are only so many hours in a day. You can’t possibly do ALL the real estate lead generation strategies that are recommended to you on a daily basis. So how do you decide which strategies get your attention? And which you just write off as another marketing fad? In fact, you may be wondering if Instagram for Realtors is just another one of those fads.

To help you decide if the platform is worth your precious lead generation time, I’m going to:

  • Dig into WHY Instagram for Realtors in 2019
  • Share WHAT a real estate agent should post on instagram
  • Outline 5 tips on HOW to use Instagram for lead generation

Why Instagram for Realtors

Reason One: Opportunity to build trust with leads and prospects

Why Instagram for Real Estate

As you know, Real Estate is a relationship business. No matter how savvy you are at negotiations, you won’t get very far if you’re not personable. Clients want to know they can TRUST you before they invest in you and your services.

Of all the social media platforms available, Instagram provides the greatest opportunity to accomplish this. By leveraging the tools the platform provides for real estate content such as posts, stories and video you can interact with your audience on multiple levels. You have the opportunity to educate, entertain and empower a complete stranger that will then choose you to be their Realtor. In short, the visual and conversational nature of Instagram allows you to connect with COLD LEADS,  WARM them on THEIR terms and then nurture the relationship into a transaction in a totally non-confrontational way.

Reason Two: It’s the social media platform with the most engagement

Why Instagram for Realtors

Sure, you could hedge your bets and post on Facebook, Snapchat, LinkedIn and Twitter as well…but who has time for that?! If you only have 30 minutes a day to devote to nurturing relationships on social media, wouldn’t you want to spend those 30 minutes where they count the most? Instagram is the place to be. As you can see in the graph, average engagement on the platform is 1.73%. That is almost 11 times the engagement you will find on Facebook! If you’re looking to connect and have a real conversation with prospects on social media, Instagram is your best bet by far.

Reason Three: The audience on Instagram are Real Estate prospects

Millennial Homebuyers on Instagram

So what does that mean?

It means that the people you have the opportunity to connect with on Instagram are a demographic that is:

  • actively buying homes   
  • able to afford your services

As you know, for the past couple of years the largest population of home buyers have been millennials. And guess what? Those exact same people are on Instagram! Over 60% of US based Internet users aged 18-29 are on the platform. These are people that are actively looking to buy their first home or will be in a couple of years.

And what’s even better, is that they can afford to buy a home as well! Of US internet users as a whole, it’s been found that when grouped by household income, those making over $100,000 are the most likely to use Instagram. In fact, 60% of the internet users in this financial range use Instagram.

After that, 46% of the internet users making $80–$90K a year use Instagram, and 55% of the internet users making $70–$80K use it. The percentage of Instagram users is indeed higher in these three income ranges than all others. When you add these two factors together, it’s clear that there are plenty of legitimate prospects on the platform.

5 Tips for Lead Generation

Now that you know just how valuable Instagram can be for reaching the Millennial demographic of homebuyers, let me share 5 tips for lead generation on the platform.

1 – Forget the Hard Sell

One of the quickest and surefire ways to turn off your followers is to take the “hard sell” approach to pitching you and your services. Instagram users are unique, they view the platform as a community first, and a social media network second. You wouldn’t shove a business card in someones face before getting to know them in real life, so don’t do it online either. Instead, make smart use of your posts and Instagram Stories to showcase your personality, brand values and highlight your expertise. Make followers come TO YOU, and resist the urge to spam them with desperate sales pitches.

When you are brainstorming social media campaign marketing ideas, treat them as stepping stones on the path to your marketing goal. Each post should build upon the last and take followers on a journey. If you aren’t educating, entertaining or engaging your audience, you are simply wasting their time. Don’t be that guy!

2 – Create Conversations with Followers

Success on Instagram is measured by your engagement rate. The higher it is, the more the algorithm rewards you by showing your posts to more people. As your reach and impressions increase, so does your opportunity to turn those new followers into leads. So how do you increase your engagement rate? By engaging! Take the time to add storytelling to your captions, have a clear call to action and ask questions that encourage conversation.

“Come to My Open House” is a one sided command and leaves no room for discussion.

“Excited to hold this 4/3 stunner Open today from 2-4pm…tell me, on a scale of 1 to 10 just how important is having an island in your kitchen? Would you buy a home without one??” {insert pic of gorgeous kitchen at your listing}

See the difference? Even if your reader has no interest in that particular home, it still gives you an opportunity to interact with them and start building a relationship. All while boosting your engagement rate! ?

3 – Have a Call to Action (CTA)

If you are lucky enough to have a prospect actually stop and read your post, you have only seconds to make it count. Don’t make them guess what they should do next! Provide a very clear, concise and value-added Call to Action that will entice them to take that first step in building a relationship with you.

To turn that follower into a lead, your focus should be on getting their email address. If they’ve clicked on your post about kitchen renovations, maybe offer a “Top 10 Mistakes to Avoid When Renovating Your Kitchen” guide that they can download instantly for free. Does that take time and effort? Absolutely. If you want Instagram to be more than just a popularity contest and to legitimately use it for lead generation, you MUST take that extra step.

Before you start firing off all the excuses for not doing this, let me remind you that those are the EXACT same excuses your competitor is using to justify not crafting a CTA either. Do you want to be the real estate agent who takes advantage of this lead strategy first? Or would you rather it be him? Choose wisely.

4 – Find a Niche – and Your Voice

I talk to my students about this 24/7. There are almost 2 million Realtors in the United States. From a services stand point, they can all do EXACTLY what you do. Stop with the “top rated”, “sell your home for top dollar”, “neighborhood expert” jargon EVERY Realtor has in their profile. Be different! Have a unique value proposition. Marketing 101: When you try to appeal to everyone, you appeal to no one. It’s that simple. Followers (and prospects!) want authenticity and a point of view.

Make statements that cause someone to stop dead in their tracks and shout, “That’s the Realtor for me!”

Stating, “Your local Realtor with 10 years experience” won’t do that.

Sharing, “Have fur babies? I know the Top 3 Neighborhoods for Dogs, want the list?” will.

If you have a clear cut advantage and benefit you can offer your prospects, by all means do it! For example, say 65% of your business over the past 5 years has been on helping homebuyers purchase historic homes in your downtown district. This is a HUGE differentiating factor that is of HIGH VALUE to potential clients. Being able to cite those types of statistics and experience is the ultimate objection handler.

You just positioned yourself as a high value Realtor with priceless experience that won’t have to:

  • Explain how you are different than other Realtors in the area
  • Compete on price and settle for a lower commission
  • Spend an obnoxious about of money on advertising trying to appeal to somebody – anybody!!! 

And guess what? All this experience means your job becomes easier, your profit margins are higher because you’re not dependent on advertising and past clients will refer you again and again because you are THE expert in your niche.

There’s a reason the phrase, “There’s riches in niches” was coined. And you can take that to the bank! ?

5 – Have a Strategy for Instagram

I realize this tip is pretty broad and there’s no way I can cover it all here. That being said, I do want to stress just how important it is to have a lead generation strategy for Instagram. Too many times agents reason, “It’s free to use, it’s not like I’m wasting money on it?”


Time IS money, especially to a Realtor. Every second you aren’t generating leads, is time you will spend scrambling and living commission check to commission check. If you want to create a life you actually ENJOY through real estate, then you need to have a consistent strategy for generating leads. If you don’t carry that belief through to your presence on Instagram, you are just wasting your time. And money.

To turn Instagram into a lead generating machine you need a:

  • Optimized Profile and Feed
  • Call to Action (CTA) for turning followers into leads
  • Farming strategy to target your ideal clients
  • Drip campaign for staying top of mind

There is no shortcut to having an effective lead generation strategy for Instagram, either you have connected all the dots or you haven’t.

The Bottom Line

If you haven’t created a lead generation strategy for Instagram yet, I urge you to start. Like today.

Even five years later, the platform is in its infancy.  This means Instagram strategies for 2020 are still evolving, real estate influencers are still being discovered and leads are still being generated in record numbers.

Want to Learn more? Take my Farming Instagram for Leads 5 Day Challenge

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