A phone showing the instagram app being utilized for luxury home real estate

How to Harness the Power of Instagram to Grow Your Luxury Real Estate Practice

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With social isolation in full swing, there’s more traffic than ever on social media platforms. At the same time, people are less receptive to being pitched or sold to. Right now, social media platforms are helping us stay connected to friends and loved ones, stay entertained, and find motivation to keep going as we get through this time together.

Nevertheless, having a captive audience presents a unique opportunity to build your brand visibility and stay top of mind. This too shall pass, and when it does, why not come out of it with an audience that’s re-engaged and ready to move forward?

There are still luxury homes for sale, and while the economy is in a state of flux, luxury real estate has been historically quick to bounce back from temporary dips in the market.

With that in mind, it’s the perfect time to rethink your inbound marketing strategy on one of the most popular social media platforms for luxury real estate agents: Instagram.  

Instagram’s popularity continues to rise, and with it being the most widely used platform for millennial buyers, it’s the perfect place to show off luxury real estate. 

Despite the fact that you may not see an immediate return on the investment of your time and energy, it doesn’t mean your efforts aren’t paying off. Remember that most people will peruse thousands of images and online luxury real estate listings before ever reaching out to make contact with an agent.

Additionally, keeping your social accounts current and continuously updated is an easy way to foster a sense of trust and continuity with your target audience. There’s an intangible benefit to consistently sharing your expertise with your audience, as it increases your professional credibility and further establishes your position as an influencer in your local market.

Here are a few tips to ensure your Instagram account is up to date, fully optimized, and ready to attract the right clientele.

1. Don’t Forget Video

Instagram is most associated with beautiful images, but the feed also supports quick, 60-second videos. Along with videos in your feed, you also have the option to create videos on your Instagram stories and through IGTV’s live streaming feature. 

Luxury real estate agents can use these features to help their audience get to know them, use them for virtual walk-throughs, or even to give quick answers to frequently asked questions. While using video takes some getting used to, keep in mind that your audience isn’t looking for perfection—they’re looking for trust and expertise. 

At the very least, using Instagram’s video features keeps your feed fresh and exciting and gives your audience a reason to look forward to your posts.

2. Use On-Brand, High-Definition Images

The most influential Instagram accounts in luxury real estate have one thing in common: they stay true to their brand. Beyond having high-quality images of your listings, your community, and yourself, those images should all have a common thread/theme that reflects the feeling you want to give your clients about who you are as a brand.

If you take a look at some of the more popular Instagram accounts in luxury real estate, you’ll notice that their feed is comparable to an editorial spread, or a luxury catalog or magazine. One way to achieve that aesthetic is to use the same filter, brightness, and contrast on all of your images. 

Another way is to create custom images like infographics or testimonial highlights using programs like Canva or Photoshop that use your brand’s fonts and colors to pepper in among your other photos and videos.

Remember that Instagram is basically just a big picture book, so don’t be stingy with the eye candy! Find those luxury real estate listings that really take your breath away, and give everyone something to swoon over. 

3. Provide insights and tips specific to current events

Despite the fact that a number of potential buyers and sellers may have put their plans on hold, there are still plenty of people out there looking to do business in the here and now, and likely wondering how to do that while still respecting the mandatory social distancing guidelines.

This is obviously a strange time, and people are looking for guidance. Post some tips on how best to adapt to buying or selling a house in the current climate. Information on how to approach document signings, appraisals, and lawyer consultations in a virtual environment will give prospective buyers and sellers a feeling of preparedness and only serve to increase their reliance on your expertise.

Need help with your social media strategy?

Our strategic partnerships provide our members with done-for-you marketing tools that do all the heavy lifting to promote your listings and services. Visit The Institute for Luxury Home Marketing Website to learn more. 

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