Why You Should Use Instagram for Real Estate

Every agent understands that the real estate business is based on relationships. And yet, some of the most important tools of the trade are visual: photos, videos, and virtual tours. How might you marry those two ideas? Instagram is an online social media platform where you are able to share photos and videos with ease across a network of other users. The more images you post and the more you optimize for success, the more you can increase engagement with your business on Instagram.

Why use Instagram for real estate

Early on, Instagram was used mainly by teens and younger millennials. Today, the platform has risen to become one of the most popular social media sites on the internet. In fact, more than a billion users worldwide own active Instagram accounts, and that number is increasing rapidly. And those users spend nearly as much time on Instagram as they do on its parent company, Facebook - about 53 minutes each day!

Of course, Instagram is still widely popular among young adults. 71% of Instagrammers are under the age of 35, with the largest group ranging from 25-34. That is great news if your target demographic includes younger home buyers.

And yet, Instagram is not merely a social network for young people to check up on their friends. In fact, an estimated 71% of businesses are using Instagram to connect with the community, with potential leads, and with their clients. By merely being on Instagram, brands can create a positive impression on potential shoppers.

According to a study commissioned by Facebook (which purchased Instagram in 2012), people surveyed perceive brands on Instagram using terms such as popular, creative, entertaining, and relevant. As a result, 80% of Instagrammers decide about purchasing a product or service based on what they see on Instagram. Moreover, half of Instagram users follow at least one business on the platform.

Instagram also offers more opportunities than people merely posting pictures from the gym, the beach, or the dinner table. Sure, the platform is great for an individual to update followers with snapshots of everyday moments. That is made easy with the Instagram Stories feature that allows users to upload daily posts (that disappear after 24 hours) for their followers. But a third of the 500 million Instagram Stories posted every day are not from individuals, but from businesses. 

What’s more, Instagram has been quickly overtaking Facebook as the most popular social media platform, offering higher levels of engagement. This is possible for a few reasons. For one, Instagram’s algorithm favors relevant content for its news feed. When they switched from a chronological model to an algorithmic one (prioritizing relevant content), not only did individual users start seeing more of their friends’ posts, but brands began to see more interaction as well.

Another reason Instagram has become (and is becoming) so popular, is because it is based on the power of images and videos which appeal to people more than written text. Visual posts enjoy higher visibility, interaction, and shares online than do textual ones.

What does this mean for your business?

So, Instagram is a visual tool. It is popular, especially with young adults. It can help businesses to improve visibility and engagement. But what does that mean for you?

Well, if you are marketing to younger buyers, Instagram is a no-brainer. But regardless, there are a few other benefits to consider. With Instagram, you can:

• Get free advertising. Instagram might require a bit of effort to set up and optimize for business (because you will want to present a professional product), but it is free! You do have the opportunity to add on paid ads to boost your results, but they are not required.
• Show off your listings. Because Instagram is visual, it is a natural place to showcase images and videos of your property listings. Here, stunning photographs and real estate videos can make a big impact.
• View “likes” and reach leads. You can see who “likes” your posts and reach out directly to your customer base and to potential leads.
• Hit higher income levels. According to research statistics, Instagram users tend to hail from higher income brackets. For example (according to Statista), just 36% of those who earn between $60-70K use Instagram, yet 60% of those earning $100K+ are on the platform.
• Harness hashtags. Hashtags are an essential element of social media these days. Using the right hashtags to highlight your Instagram posts will help improve rankings.
• More posts means more traffic. Thanks to the Instagram algorithms, your recent posts with the most “likes” are the most likely to be viewed and interacted with more often. Posting regularly increases your popularity and exposure.
• Highlight your events. Use Instagram Stories to keep your followers up to date with what’s going on, including open houses or other meets where it is essential to increase awareness.
• Receive referrals. Keep your business on the minds of your customers and they will refer your services to friends, family, and coworkers. They can tag their Instagram friends on your listings to spread the word - even to those who do not follow your account.
• Get started simply. All you need to do to get started is sign up for an account (for your business - separate from your personal account), upload high-quality photographs of your listings, and post your pictures to your audience. And you can do it anywhere you have an internet connection and a computer, tablet, or smartphone. 

Remember, Instagram is simple to use. But that does not mean you should be casual about its use. Consider it carefully and craft a plan. Post the best photography possible. Make every moment count. If you are not already taking advantage of Instagram to expand your exposure and build on your brand identity, now is the time to grow your reach through the media that matter most, with photos and videos. Instagram is just the tool to try - and find new followers right where they are.