Instagram is an incredible tool for real estate agents, but not all followers are created equal. You can have thousands of followers, but if they’re not your ideal clients, they won’t help you grow your business. So, how do you know if your Instagram content is actually attracting the right people? And if it’s not, what can you do to fix it? Let’s break it down.
Are You Speaking to the Right People?
When someone lands on your Instagram, they should immediately know what you do and who you help. If your content is too generic, you might be attracting random followers instead of potential clients.
For example, if a first-time homebuyer, a luxury home seller, and a real estate investor all landed on your profile, would they feel like your content was made for them?
If your posts try to appeal to everyone, they likely won’t resonate with anyone.
There is a quick easy way you can fix this. Check your bio and pinned posts right now. Do they clearly say who you help and how you help them? If not, update them to make it obvious who your audience should be.
Your Engagement Tells the Truth
It’s easy to get caught up in vanity metrics like followers and likes. But what really matters is engagement from the right people. If your followers are other realtors or random accounts that never comment, your content isn’t reaching potential buyers or sellers.
Go look at your last five posts and ask yourself:
- Are people asking real estate-related questions in the comments?
- Do you get DMs from potential clients?
- Are your followers local or mostly other agents?
If most of your engagement is from other realtors or bots, it’s time to shift your content.
Pro Tip: Create polls and Q&As in your Stories that ask direct real estate-related questions. Things like:
- “Thinking of buying in 2025? What’s your biggest concern?”
- “Curious about your home’s value? DM me your address for a quick estimate!”
This will train Instagram’s algorithm to push your content to people who actually want real estate info.
Does Your Content Solve Problems or Just Show Houses?
Real estate agents often make the mistake of only posting new listings and sold homes. While this is great for showing you’re active, it doesn’t help your ideal clients.
Buyers and sellers follow real estate accounts because they have questions and concerns. They need guidance on market conditions, interest rates, home values, and the process of buying or selling.
So basically, you want to make sure you are providing well rounded posts. This looks like, instead of just listing homes, create content that answers common questions, like:
- “What’s the biggest mistake sellers make in this market?”
- “Should you buy now or wait? Here’s my honest take.”
- “Hidden costs of homeownership nobody talks about.”
This kind of content positions you as the go-to expert, not just another agent with listings.
Are You Using the Right Hashtags & Location Tags?
Hashtags and location tags matter more than you think. If you’re using generic real estate hashtags like #realestateagent or #homesforsale, you’re competing with millions of posts—and likely not reaching local clients.
Your ideal client is searching for local information, not broad real estate content. You want to make sure that you are being clear and concise. Here are a few tips:
- Use hashtags that include your city, neighborhood, or state.
- Tag locations in your posts, Stories, and Reels. For example, if you’re at a local coffee shop or staging a home, tag that location so people in your area see it.
Create a guide or carousel post about your local market, like “5 Best Neighborhoods for First-Time Buyers in [Your City].”
In Conclusion
If your Instagram isn’t bringing in DMs from real clients, it’s time to rethink your content strategy. It’s not about how many followers you have, but it is about how many of those followers are actually looking to buy or sell.
By making these small tweaks, you can attract the right people, build trust, and ultimately get more business from Instagram.
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