You already post photos of food, the family pet, and vacation shots on Instagram. So why not also announce your house is for sale with a cool, unusual shot of your unique space and link to the listing in your bio?
“Instagram isn’t only a place to post party pictures,” says Taylor Murchison, SEO growth director of On the Map Marketing. “The app is increasingly being used by real estate brokers, and even homeowners, to connect with potential clients and show off properties in more detail.”
So while nothing beats a traditional listing with all your property’s information, you might also consider turning to Instagram—which of course is 100% free—to amp up your home sale. After all, the social media platform is also where tons of people (hello, homebuyers) hang out and scroll. Here’s how to catch their eye with your listing on the ‘gram to help sell your home.
Get to know Instagram
Whether you already use Instagram or are new to it, follow popular real estate accounts to see how they engage an audience through words and photos.
Use hashtags with a large following (such as #sandiegohomes) to increase visibility. Popular hashtags will help your content get discovered, shared, and promoted.
“Hashtags need to be niche-specific and not just any random hashtag,” says Peter Torkan, a real estate professional with The Agency. “And there should not be more than 20 hashtags on any post.”
You can also post videos—perfect for home tours—with Instagram’s reel function.
Choose photos that pop
If you simply emulate a listing—a block of copy and photos with captions—people will keep scrolling.
“The key is presenting highly engaging images that create emotional responses with potential buyers,” says Shaun Martin with Watson Buys in Denver. “We have had huge success by adding catchphrases that help buyers picture themselves relaxing in their new home. For example, on a picture of a beautiful bathroom, we might add ‘Relax after a hard day of work.’”
When coming up with your own content, tapping into buyers’ positive emotions is key. Think about showing intimate areas of the home where memories are made and family bonds created, like a cozy kitchen island.
You can add filters to make photos further stand out. For instance, pictures of midcentury-modern homes might benefit from a ’60s-type tint.
Be authentic
A great Instagram post will create a bond with your audience, so add some of your personality to your posts.
“I look at Instagram as a way to have a relationship with your followers to gain their trust,” says Billy Nash of Illustrated Properties/Luxury Portfolio International in South Florida.
To achieve that relationship, Nash’s posts also tap into the luxury lifestyle. “People love real estate and everything luxury that goes along with it,” he says.
On the other hand, if you’re selling a modern farmhouse in the country, you might want to show a simple photo of all your land. Many real estate pros also report that posting photos of their dogs attract clients. That’s because some people want a cozy, authentic lifestyle when they buy a home.
Go behind the scenes
The videos you post on Instagram can help show buyers exactly why a home is unique.
“If your home is especially sound and resilient when heavy rains and windy storms come, shoot a video showing how your property does not flood or erode during a downpour,” says Jeff Lichtenstein of ECHO Fine Properties in Palm Beach and Martin County, FL. “Do not be afraid to show how well your home stands up to the elements.”
And it doesn’t have to be just you starring in a video.
“Follow your inspector into the attic, basement, garage, and other behind-the-scenes places,” says Lichtenstein. “This way buyers are reassured of the underlying quality of your home from far away.”
How to keep up engagement
Don’t post one photo of your home on Instagram and never log on again. Instead, use it as one of several tools to help sell your home. Instagram is also a great way to tease a listing before it goes live.
“I post to my Instagram Stories throughout the week before putting up an official listing to tease home shoppers,” says Elise Losasso , a real estate professional serving Denver, Greenwood Village, and Centennial, CO. “And then when we go live with the home, I post it for three or four consecutive days.”
By staggering your posts and making each photo different from the last one, you’re broadening your market reach. Check your direct messages and comments frequently to see if a buyer is trying to reach you and your agent.
The results can truly pay off.
Losasso produced a live, walk-through video of a $1.3 million new-construction home for Instagram daily for a few days.
“I had a gal reach out from Texas, and I messaged her back right away, which led to her flying out, seeing the home, and purchasing it,” she says.
“Some people don’t even realize they’re shopping for a home—until they see it,” adds Losasso. And your listing might be the one that inspires a buyer to make an offer.
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