Businesses in various industries now resort to
social media to amplify reach and visibility. Real estate, especially, has
witnessed a rise in the use of social media channels. Developers and agents
alike have turned to channels like Instagram to hook the attention of
millennials and Gen Z.
Despite aggressive use of Instagram, some realtors complain of low reach and
engagement. Why? It’s because they are posting without learning about the
platform and trends in-depth. Social media is not a magic tool that will give
you engagement and following in an instant. As a real estate developer or
agent, you need to know a few tips and tricks to get the desired results on
Instagram.
Let’s look at the top mistakes realtors commit
when using Instagram
Most realtors don’t have a fixed schedule for
posting. They either post once in 2-3 weeks or post several times a day without
any plan whatsoever. Posting too much will annoy your followers, posting too
little will compromise reach and brand recall. You need to strike a balance and
maintain a schedule for posting. Consistency is the key to success on
Instagram. Your followers are following you for a reason. Do not disappoint
them with irregular posting.
In the pursuit of posting consistently, many
realtors make the mistake of compromising quality. Whether you are posting
thrice a week or daily, quality is important. Instagram is a visual-centric
platform where graphics and images do the talking. Every post
you create must meet certain quality standards. Graphics/images should be sharp
and clear, content should be crisp, and the post should add value.
If you don’t know what you will be posting in
the days to come, well in advance, you are already losing the game on
Instagram. Success on Instagram doesn’t come overnight. You need to have a
strategy in place that differentiates your brand from competitors. A strategy
helps you plan posts and set goals for the month beforehand.
If all your posts talk just business, get
ready to lose followers and engagement. Blowing your trumpet won’t get you
anywhere on Instagram. Post content that informs, educates, and entertains the
audience. Real estate trends, property tips, home loans, etc, are a few topics
you can cover to earn the trust of prospects. Your content calendar should
always have a mix of educational and promotional posts.
Real estate professionals think that posting
is the only thing to pay attention to. But the truth is, replying to comments
and engaging with followers is equally important. Prospects stay in touch and
express interest or feedback without any hesitation if you actively reply to comments.
If they never receive a reply to comments or DMs, they will slowly lose
interest in your brand and stop interacting.
All the efforts you put into Instagram have a
purpose and a goal. You will be able to see if you hit this goal when you check
the analytics. There are several factors indicating how successful a post is on
Instagram, such as impressions, reach, and engagement. It is best that you hire
an experienced agency specializing in real estate marketing to keep an eye on
all the analytics and maximize your marketing. This will allow you to achieve
your goals quicker.
Conclusion
Real estate marketing on Instagram is not so
difficult. It’s only that you need to know the platform in and out to
differentiate your brand. Algorithms keep changing, and adapting to the
ever-evolving trends is how you can stay successful on Instagram. By leveraging
the latest technology, like Virtual Reality and AI, you can strengthen your
presence on Instagram and attract leads in large numbers.
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