Should Real Estate Agents be on Instagram? How to get Started

Real Estate Technology with IXACT Contact Real Estate CRM


Even if you’re active on social media for marketing, you might still wonder if real estate agents can use Instagram to help promote their business. On one hand, Instagram seems like a perfect fit considering that it’s image-based, and what better way to show off your latest listing than photos?

But Instagram isn’t quite like the other social media marketing platforms, such as Twitter and Facebook, and it can take real estate agents a little getting used to before they get the hang of putting it to work for their marketing.

The Pros of Instagram for Real Estate Marketing

 In addition to having more active monthly users than Twitter, Instagram offers several features and advantages that make it uniquely suited to real estate marketing.

  1. A Picture is Worth a Thousand Words – And that’s all it takes to post to Instagram. Unlike Twitter, Facebook or LinkedIn, you don’t need to create or curate more content. Whether it’s a photo of your listing or the nearby amenities, you get 1,000 words worth by just snapping a shot.
  2. It’s a More Personal Platform – This is one that makes Instagram ideal for real estate agents. You can use Instagram to give your followers a more down-to-earth, in-the-moment look into your work. And you can get closer to them, too.
  3. You Have Several Options to Make Your Posts More Interesting – If there’s one concern real estate agents have about Instagram it is that their posts won’t be ‘creative’ enough for the platform. Instagram options like Boomerang and Stories can even make an image of walking in the front door more visually appealing.

The Cons of Instagram for Real Estate Marketing

 Like we said, Instagram is a little different. In addition for the need in creating interest in your images,you need to take note of a few more things.

  1. You Can Only Upload to Instagram through a Mobile Device – Instagram began as a mobile app and then developed its desktop website. However, it remains a mobile-first The good news is you can market your services from anywhere with your smartphone.
  2. The Home Buyers & Seller Demographic Might not be as Well Represented on Instagram – There’s no denying that Instagram’s users are younger on average than those on the other major social platforms. But there’s been a noted uptick in average ages as older users explore And younger followers will one day become home buyers and sellers!
  3. Linking to Your Other Web Properties & Content Isn’t Easy – While Instagram posts can’t include hyperlinks, your followers can copy and paste URLs that you add to your posts; you can also update the URL in your profile bio as often as you like and direct viewers to it in the caption.

Post Content

Of course, you can post anything you like, but remember to stay on message; you’re using your account to market your business and what you do. The quality of your Instagram content is as important as any other social media content. If you would like to implement Instagram into your real estate business, you need to learn and observe first. See what others in real estate post to their accounts. Also, start by searching for some of the big real estate companies or for any agents you know who use Instagram.

Remember to #Hashtag

There’s another other big difference with Instagram. Hashtags are used far more often on Instagram versus other platforms to help quickly identify and label content. If nothing else, try to add a few pertinent hashtags to every post.

You should add copy describing your post and provide as much detail as you like (up to 2200 characters). Keep note that only the first four lines of your copy are visible on the post. Otherwise, users have to hit the “more” link. To maximize the visibility of your copy, add it first and your hashtags below.

It might take a little time to adapt to, but Instagram can become one of the most fun and interactive parts of your real estate digital marketing program.

Once you are using Instagram to generate new leads,  keep in touch with them using a real estate marketing CRM.

Start your FREE 5 week trial of IXACT Contact now.

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Mimi Foster
Falcon Property Solutions - Colorado Springs, CO
Voted Colorado Springs Best Realtor

Terrific post. I am an Author and a Realtor and I think IG is much better for Authors than Realtors. I follow some amazing Realtors on IG, but more for the photos than I would consider using them.

Oct 22, 2019 04:41 PM #3
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Thanks for the education on Instagram. I use both for businesss and for the social aspects, and sharing things about life in my community that I enjoy and think others will.


Oct 22, 2019 07:37 PM #4
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Rich- I like Instagram for my personal use but I think it can be good for businesses as well. People like pictures!

Oct 22, 2019 08:08 PM #5
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

I have found all social media sites, facebook, linkedin and instagram interesting to use, but think over time I have muddied the waters of my profiles. too much personal and alternative posts and need to step back and start again in relation to business.

Oct 23, 2019 12:05 AM #6
Kat Palmiotti
406-270-3667,, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

Good tips regarding Instagram. I haven't used it for real estate but I may start.

Oct 23, 2019 06:33 AM #9
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Of tools there are no end but of those that can work results they retain the value

Oct 23, 2019 07:07 AM #10
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I'm on instagram, just learning different aspects. I do enjoy it.  Won't become an influencer, thats for sure!

Oct 23, 2019 10:51 AM #11
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Congratulations on your new featured post. I am working on understanding Instagram

Oct 24, 2019 03:52 AM #12
Matthew Klinowski, PA
Downing-Frye - Naples, FL
Golf Community Real Estate Specialist

Rich, great post on Instagram. It's a challenge to decide which platforms to use to connect with buyers and sellers. I've heard you should have at least 10 hashtags per post, I was wondering what your experience has been?

Oct 24, 2019 04:26 AM #13
Andrea Bedard
Thompson Company, REALTORS® - Silver Spring, MD
M.A.; REALTOR® Silver Spring, MD and beyond

I've started using Instagram for business about a year ago, and saw much more engagement than on FB. Until about July that is. All of a sudden my visibility dropped, I didn't get nearly as many likes nor  exposure. So I did some research and now Insta's algorithm is more like Facebooks (of course). You got to pay to play (promote your posts), be super consistent (I am not), original (I got that one down), or be famous (I'm def not that). 

FYI, Matthew Klinowski, PA Insta may punish you for using too many hashtags now and/or using the same ones. According to the bits and pieces of insight I read, it's b/c the site assumes that you are not a human when you do that, but a bot. So it hides your content. I've yet to figure out, how to get back to being seen. *sigh* 

Oct 24, 2019 08:55 AM #14
Tom Bailey
Margaret Rudd & Associates Inc. - Oak Island, NC

Good post, and thanks for the information. I have not used instagram, but maybe I should!

Oct 25, 2019 11:48 AM #15
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