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Client Resource Guide

Instagram Marketing Guide
for Real Estate Agents

A practical playbook for turning your professional listing photos into scroll-stopping Instagram content that attracts buyers and wins sellers.

1

Why Instagram Matters for Real Estate

Instagram is one of the most powerful visual platforms for real estate marketing. With over 2 billion monthly active users, it offers unmatched reach for showcasing properties to motivated buyers.

97%
of home buyers begin their search online
75%
of agents use Instagram for their business
2x
more engagement vs. text-only posts

Why Visual Marketing Wins

Pro Tip: Your Instagram grid is often the first thing a potential seller sees when deciding whether to list with you. Consistently posting professional photography positions you as a serious, detail-oriented agent.
2

Best Posting Practices

Optimal Posting Times

  • Weekdays: 11 AM - 1 PM (lunch browse)
  • Evenings: 7 PM - 9 PM (wind-down scroll)
  • Sundays: 10 AM - 2 PM (house-hunting mode)
  • Thursdays & Fridays: historically highest engagement for real estate content

Posting Frequency

  • Feed posts: 3-5 times per week
  • Stories: Daily (5-7 frames)
  • Reels: 2-3 times per week
  • Carousels: 1-2 per week (highest save rate)

Grid Aesthetic

A cohesive, visually-consistent grid builds instant trust. Aim for a balanced mix of content types:

Hero
Detail
Life
Life
Hero
Detail
Detail
Life
Hero

Alternate hero shots (exteriors, wide interiors), detail shots (fixtures, finishes), and lifestyle imagery for a polished grid.

3

Photo Selection — What to Post

Not every photo from a shoot belongs on Instagram. Curate strategically to maximize impact.

Per Listing, Post 6-10 Photos

  • 1-2 Hero Shots — The front exterior and the single most stunning interior (great room, kitchen, or view)
  • 2-3 Lifestyle Shots — Spaces that evoke a feeling: the breakfast nook, patio at sunset, fireplace vignette
  • 2-3 Detail Shots — Unique finishes, countertops, hardware, built-ins, architectural details
  • 1-2 Neighborhood / Context — Street view, nearby park, walkable district

Best Formats

  • Carousel posts are ideal for full listing tours (up to 20 slides)
  • Single image posts work best for hero shots or teasers
  • Reels for video walkthroughs and drone footage
  • Use 4:5 portrait ratio for feed posts (takes up more screen)
  • Use 9:16 vertical for Stories and Reels
Carousel Strategy: Lead with your most jaw-dropping photo. End with a call to action or your contact info. Instagram shows the first image in the feed — make it count.
4

Ready-to-Use Caption Templates

Copy, customize, and post. Replace bracketed text with your listing details.

New Listing
Just listed in [NEIGHBORHOOD]! This [X]-bed, [X]-bath beauty at [ADDRESS] features [TOP FEATURE 1], [TOP FEATURE 2], and [TOP FEATURE 3]. Offered at $[PRICE] | [SQFT] sq ft This one won't last. Send me a DM or tap the link in bio to schedule your private showing. #JustListed #[CITY]RealEstate #NewOnMarket
Open House
OPEN HOUSE this [DAY]! Join us at [ADDRESS] from [TIME] - [TIME]. Walk through [X] bedrooms, a stunning [HIGHLIGHT FEATURE], and a backyard made for entertaining. Light refreshments served. Drop by — no appointment needed. See you there! #OpenHouse #[CITY]Homes #HouseHunting
Just Sold / Closed
SOLD! Congratulations to my amazing clients on their new home in [NEIGHBORHOOD]. This [X]-bed, [X]-bath stunner closed [at/above] asking price in just [X] days on market. It was a pleasure guiding you through every step. Thinking of making a move? Let's talk about what your home is worth in today's market. Link in bio. #JustSold #[CITY]RealEstate #ClosingDay
Market Update / Value Post
[CITY] Market Update — [MONTH] [YEAR] Median Home Price: $[PRICE] ([UP/DOWN] [X]% YoY) Avg. Days on Market: [X] days Active Listings: [X] What does this mean for you? [1-2 sentences of insight]. Save this post for reference and DM me anytime with questions about your home's value. #[CITY]Housing #MarketUpdate #RealEstateData
5

Hashtag Strategy

Use 15-20 hashtags per post. Mix broad, niche, and local tags. Place them in the first comment or below a line break in the caption.

Real Estate (Broad Reach)
#RealEstate #HomeForSale #JustListed #DreamHome #LuxuryRealEstate #HouseHunting #NewListing #RealEstateAgent
Local / City-Specific (High Intent)
#[CITY]RealEstate #[CITY]Homes #[CITY]Realtor #[NEIGHBORHOOD]Living #LivingIn[CITY] #[CITY]Luxury #[STATE]RealEstate
Community & Lifestyle
#[CITY]Life #[CITY]Living #HomeDesign #InteriorDesign #ModernHome #Curb Appeal #HomeGoals
Photography Credit
#RealEstatePhotography #ArchitecturalPhotography #PropertyPhotography
Hashtag Hygiene: Rotate your hashtag sets every few weeks. Using the exact same block on every post can reduce reach. Keep 3-4 saved sets in your notes app and alternate them.
6

Stories & Reels Tips

Short-form video and ephemeral stories drive massive engagement. Here is how to use them effectively with your listing photos and video.

Stories Ideas

  • Coming Soon teasers — Share 1 photo with a "Coming Soon" sticker before launch
  • Photo reveal — Post a blurred image, then reveal the full listing the next day
  • Polls & quizzes — "Guess the listing price" or "Which kitchen do you prefer?"
  • Behind the scenes — Show the photo shoot day, staging setup, or drone prep
  • Countdown to open house — Use the countdown sticker to build anticipation

Reels Ideas

  • Walkthrough tours — 30-60 second smooth tours set to trending audio
  • Before & after staging — Split-screen or transition reveals
  • Drone reveal — Start ground level, cut to aerial shot
  • Neighborhood guide — Quick montage of local coffee shops, parks, and schools
  • Day-in-the-life — Humanize your brand with a day on the job
Save to Highlights: Create Story Highlights for "Active Listings," "Just Sold," "Client Reviews," and "Neighborhood Guides." These act as a curated portfolio pinned to your profile.
7

Tagging & Crediting Your Photographer

Proper credit is professional, builds goodwill, and actually boosts your post's reach through cross-audience exposure.

How to Credit

Credit Line Examples
Professional photography by @[photographer_handle] Listing photos: @[photographer_handle] | [Business Name] Captured by the talented team at @[photographer_handle]
Why This Helps You: When a photographer reshares your post or story to their audience, you gain exposure to other agents' networks and potential buyers who follow photography accounts. It is a free visibility boost.
8

Call-to-Action Examples

Every post should guide the viewer toward a next step. Here are proven CTAs for real estate Instagram content:

Direct Message: "DM me 'TOUR' for a private showing of this home."
Link in Bio: "Full photo gallery and pricing at the link in my bio."
Save & Share: "Save this post for your house-hunting list! Know someone looking in [CITY]? Share it with them."
Schedule: "Want to see it in person? Comment 'OPEN HOUSE' and I'll send you the details."
Engagement Prompt: "What's on your must-have list for your next home? Drop it in the comments."
Seller Lead: "Thinking about selling in [NEIGHBORHOOD]? I'd love to show you what your home could look like with professional marketing. Let's chat."
The Rule of One: Each post should have one clear CTA. Too many asks dilute action. Pick the single most important next step and make it obvious.