INSTAGRAM FOR
REAL ESTATE 101 @AustinRSchneider
Why Instagram? ● 1 billion people use Instagram every month ● More than 100 million photos and videos are shared on Instagram each day. ● of Instagram’s 1 billion monthly active users, more than 500 million of them use the platform every day ● 71% of Instagram users around the globe are under the age of 35
Instagram for Real Estate Benefits ● ● ● ● ● ●
Humanizes your brand You can prospect on Instagram It shows you’re an expert Referrals, referrals, referrals Get local Your mini blog
Business Profile ● ● ● ● ●
Buying journey now includes stalking instagram Business profile makes it front and center what you do Business profile allows for insights/stats Business profile allows you to become more accessible Promotions
Setting up your page
Name Name (not your @username). You’ll want to start by making sure your bio starts with a consistent name that you use. People searching for you and your business are likely searching for your name rather than your username. If you can, make sure your username and business name are as close as they can get. TIP: Try to use the same name and same username across all social media platforms. Although diďŹƒcult, with so many users on these platforms, keeping it consistent will help your searchers ďŹ nd you easily.
Category Ensure your category is in line with what you do. With a business proďŹ le, you can choose yours. Edit ProďŹ le -> Category
Bio A good bio clearly explains what your business is and accurately describes what you do. Most followers enjoy following a business or brand for the sake of following its journey, it may be a good idea to include a mission statement or a creative statement that differentiates yourself from other businesses and people in your space. ● ● ● ● ● ● ●
Add emoji’s Add mission statement Get creative Be real Add call to action Add brand Add hashtags
Links Currently, unlike other social networks, the only area to place one clickable link is in your bio section on your profile. ● Link to your homepage ● Use linktr.ee ● Link to latest listing/blog
Contact Make it easy for your future clients to reach you. Add contact options easily directly on your feed. Edit proďŹ le -> Contact options
Story Highlights Unlike regular Instagram stories that disappear after 24 hours, highlights can permanently reside on your profile. This is an incredible way to wow your profile visitors and followers. Anytime a follower or visitor visits your profile, they can tap the highlight and view them anytime they’d like. Because highlights are displayed directly between your bio and your Instagram feed, it’s is a fantastic place to store your most interesting content. This allows you to craft a creative profile for your business and brand. Using highlights will help your followers and visitors become more familiar with your business, what you’re working on and a sneak peak into the behind-the-scenes content you’d like to share about your business or work.
Story Highlights ● ● ● ● ● ●
Click “+” Select stories that fit under a highlight Click next Edit Cover Name your highlight (Lifestyle, real estate, travel, etc) Add to them as you go
Story Highlights ● ● ● ● ●
Real Estate Foodie Travel Community etc...
What do I post?
Identify Characteristics Brain dump on a page every fact about yourself you can come up with.
Identify Attributes Circle 3-5 characteristics you want to be known for.
Example The 3-5 attributes will contribute to your posting strategy. Example for Austin: Marketing Strategy*, Social Media, Vlogging, Faith, Fitness, Personal Development.
Types of Posts ● Business ○ Any post related to business. A shot of you talking about how busy you’ve been in real estate. Talking about a new feat. Brands new feat.
● Behind the scenes ○ There’s a reason documentaries and HGTV are so big. People want to know what’s going on behind the scenes.
● Personal ○ In real estate, people work with who they know like and trust. Humanize your brand with appropriate personal content.
● Think local ○ Showcase yourself in the community and talk about what you love. Your favorite coffee shop, happy hours, etc.
Is my post... ❏ ❏ ❏ ❏ ❏
Providing value? Engaging? Educational? Impactful? Is a QUALITY piece of content?
It’s all about the story. This is your “mini blog.” Be thoughtful in your captions, tell your story, be authentic, and portray your core values in the captions.
Business Branding
Tell a story about how a recent transaction
Business Branding
What are your values? Hard work? Show it!
Just Listed, with a story.
Please, don’t copy and paste your marketing remarks here.
Open house, with an incentive
You’re probably not going to get anyone to come to your open house from an instagram post. What about with some sort of incentive?
Behind the scenes
New listing coming up? Document the process. There’s a reason that HGTV is so big.
Behind the scenes
There’s a reason that HGTV is so big.
Personal Branding
Give people a reason to know like and trust working with you! WHO are you?!
Personal Branding
Give people a reason to know like and trust working with you! WHO are you?!
Your community.
What do you love about where you live? How can you positioned as your ‘target area’ expert?
#Hashtags
#GetFound Hashtags are an easy way to get found. When you use hashtags, it automatically curates the content into easy to ďŹ nd content. You can add up to 30 hashtags at once.
Strategy Broad -> Local -> Targeted -> Use three pillars of hashtags that you can easily reference. ● Broad - 1m + Posts ● Local - Add your location ● Targeted - >500k Posts
Broad #RealEstate #Lender #RealtorLife #RealEstateAgent #LenderLife #Realtor #Motivation #SothebysRealEstate
#
Local #Seattle #9033 #SeattleHomes #SeattleLife #Seatown #425 #SeattleFoodie
#
Targeted #SeattleHomeForSale #ForSale98033 #98033 #SeattleHomeForSale #SeattleRealEstate
#
Organize Them ● Have a hashtag list saved in your notes section ● Have 30 hashtags ready for each type of post you decide to go with ● Easily copy and paste your comments ● Post them in your comments
#
Stories?
Stay top of mind with stories Instagram stories have become the most popular feature on the platform. Instagram copied Snapchat because the success and growth short-form video and short-lived content had discovered.
Location Exactly like tagging locations on your Instagram posts, if you tag a location in your story it could potentially be chosen to be highlighted on that location’s story. ● Add your farm ● Add where your listing is ● Tag your business location
#’s Using hashtags and tagging them in your stories is also exactly like using hashtags in your posts — they show up in the explore section of that hashtag or better referenced as, a category. ● Don’t overdo it ● Hide them by pinching it
Mentions Using and mentioning other instagram accounts in your story is great to let others get a glimpse of who you’re with or who your brand is. If you tag others, they can add it to their story. ● Tag your brand ● Tag your favorite businesses ● Tag who you’re with
Polls Instagram story polls are an encouraging way to get your followers to interact with you on. ● What do you think of this house? (Slider) ● What is the price of the home? (Poll) ● What questions do you have about real estate? (Questions) ● Don’t overdo it
Countdown Instagram countdown’s are not seen nearly as often as the other story features; however, they have some use cases that are perfect for your business. ● Countdown to open house ● Countdown to new listing with series of stories behind the scenes
Quiz Instagram countdown’s are not seen nearly as often as the other story features; however, they have some use cases that are perfect for your business. ● How much is this house listed for? ● W
Questions Adding Questions to your Instagram stories is pretty simple. With the right intention, planning and strategy, they can try helpful for your content strategy and gauging your audience.
GIFS Adding gifs to your stories includes a creative element that catches your viewers attention ● Search for gifs relevant to post ● Type “coffee” if it’s coffee shop, etc...
What do “story” about?
Document Stories are THE best way to have a mix of behind the scenes content + showcase your brand in a thought out way.
Types of Stories ● Business ○ Working, telling a story, showing houses, your team, events -- it’s okay to overdo it here.
● Behind the scenes ○ Out and about in meetings? Touring real estate? Getting a home prepped? Document it.
● Personal ○ Outside of work, you are...
● Think local ○ Showcase your community.
● Thought out stories ○ Want to post multiple images and make it look pretty? New listing to showcase?
Apps to elevate stories ● Unfold ○ Templates ready to plug in photos/videos
● Canva ○ Create custom insta stories ■ Dimensions: 1080px wide by 1920px tall.
● StoryLux ● HypeType
How to post on Instagram
Step 1 Get instagram ready.
Step 2 Click the “+” button in the app and find the photo you want to post in your library.
Step 3 Expand the photo so it contains the whole screen and doesn’t auto-crop.
Step 5 Go to this website here and paste your captions from your notes and click “convert.�
Step 6 Go back to the instagram app and paste the captions into the “write a caption field.”
Step 7 Add location and tag people .
Step 7 Add location and tag people .
Step 8 Click “share,” copy your hashtags, and paste them as the first comment of the post.
Step 9 Share the post to your story, so you can make sure they see it as well.
Textbook Post ➔ ➔ ➔ ➔ ➔
Provides value, is engaging, or impactful Is authentic to you/your brand Is on-brand and a quality photo/video Includes location Includes hashtags
Always be GATHERING
ABG Always Be Gathering
Always Be Gathering Content
Tips for gathering ● Where are you going this week where you can capture content? ● Don’t be shy to be “that person” trying to get the right photo ● Plan in advance what photo / video you want to get, so you can get on with your time ● Be intentional about it ● Get a quarterly professional photoshoot (with the seasons)
THIS IS A LOT!
Plan Ahead Guys, separation is in the preparation. Without a plan, you’re setting yourself up for failure. Stick to a plan for 2-3 weeks until you’re in your groove.
Calendar Example Week 1
Monday
Photo
Monday Motivation Quote
Tuesday
Tuesday Tip
Wednesday
New Listing Carousel
Thursday
Coffee with *referral partner*
Video
Stories
Friday
Saturday
Sunday
Motivational quote Favorite Coffee Shops Real Estate Value Vlog Market Update Just Listed Funded
Out with the kids
Open House
5+
5+
5+
5+
5+
5+
Examples
5+
5+
Calendar Example Week 1
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Motivational quote Favorite Coffee Shops Real Estate Value Vlog Market Update Just Listed Funded
Photo
Video
Stories
Examples
5+
5+
5+
5+
5+
5+
5+
5+
70 Post Ideas for Real Estate Agents
What you can do RIGHT NOW ● ● ● ●
Post 10 optimized behind the scenes stories this week. Plan content for next week in an excel calendar. Post 3-5x this week. Create 2 hashtag groups.
Accounts for inspo ● ● ● ●
@seth_obyrne // master storyteller @aniebhomes // refined broker @jason_casisty // creativity @alitheguru // the instagram STORY master!
How I can help Ready to GROW? √ Online or In-Person 8-10 week course √ Online Portal with PDF’s and Slides √ Proven to help you get more business “I was having a hard time taking my business to the next level. Austin took the wheel and drove: he drove my business in a direction I never thought possible. He created a template for success that is not only easy to use but that is actually working… In an industry where reputation is everything and the more eyes the better- Austin has taken me to that next level.“ - Client, Realtor
SCHEDULE A CALL
LEARN MORE
Thank you! austin@austinrschneider.com