INSTAGRAM MARKETING, HOW YOU REALLY GET RESULTS

So, you’ve got yourself an Instagram account and you’ve been posting stories or reels on your latest house listing. Occasionally, you throw in a loose-tooth photo of your first grader or a random cat video (a really funny one, of course). Some of your followers are clients and most of them are family and friends.

And now, it’s time to get to the next level, and use Instagram to attract new homebuyers or sellers.

Two REALTORS®, Kate Kazell and Kelsea Imanuel, have a good Instagram game for their business and offer tips to get you to the next phase of your marketing efforts.

KATE KAZELL @KateKazell DMAR Member

KELSEA IMANUEL @KelseawithaFrenchie SMDRA Member

Kate: Any kind of social media is certainly a long game. While some people do reach out and jump right in, I have found that most people have been following me for months or years before they turn into clients. From the time I started really focusing on social media marketing, I had my first IG client six months later. It takes patience and consistency, just like any other traditional marketing effort!

KEEP IT PERSONAL:

Kate and Kelsea agree - the number one thing is to keep your posts less about real estate and more about you.

Kate: My biggest tip is to keep it personal. Real estate is a relationship-based business, and

utilizing social media is just a technological adaptation to the more traditional ways REAL- TORS® have always done this. There are some amazing stories to tell along the way - the clients who finally got a house after several offers, the listing prep that earned your sellers a huge return on their investment, and the crazy stuff we see along the way. Tell the stories. Share your client's successes- there is so much more that goes into the process of buying or selling a home than production numbers or stats.

Kelsea: They will hire you for you and not how many "just sold" posts you have. She explains that people rarely care about real estate posts. You share your life and sprinkle in real estate. You’ll want to make a plan. I use Frenchies and now I have my baby Rory. Find anything that will fit into your theme. Right now, it’s Back to School time, and my husband thinks I’m crazy when I tell him, ‘We have to find a school bus and take a photo of all of us inside of it!’

EXAMINE YOUR UNIQUE:

Kelsea: When I started my real estate business, I wanted to do Y, and not X like everyone else was doing. So, I started #KelseawithaFrenchie. I have had so many clients and listings from people with Frenchies. Embrace something that makes you unique, whether it’s a dog or classic cars, finding your tribe is so important.

I also do a Reels series called Weird Things I See – silly photos of random things, mostly real estate related, I’ve come across. I have had clients and nonclients say, ‘I hope I’m never on “Weird Things.” Clients have found me this way--it is a nonaggressive and fun way to connect.

Kate: Use whatever it is that makes you unique and introduces you to others as someone who not only knows real estate, but is someone they can connect with and would enjoy househunting with.

NUTS AND BOLTS

There are simple things you can do with your account settings and features to stand out.

Kate: Instagram has been a huge part of my business and is still how I meet the majority of my clients. I know some people like to create both a personal and a professional account, but it's very hard to stay on top of two accounts. And if all you post is house pictures, market stats, and other random real estaterelated stuff, it will be boring, and no one will want to pay attention. You can make real estate-related posts fun and not overwhelming so that your current sphere of family and friends gets a passive reminder of what you're up to without annoying them.

There are so many different options for utilizing social media - photo posts, stories, reels, etc. Find the approach that works best for you, make a plan for what you want to post, then just try to be consistent with it. If you're super far out of your comfort zone, find a social media pro (or a college kid, ha) to help with your account, or hire a brand photographer to help create some content to have on hand.

Kelsea: There’s no need to have a personal and a professional Instagram account. It’s too much to stay on top of. Anything that shouts real estate, I stay as far away from that as much as possible. You have to show a value point. Can I give you a buying tip? Little nuggets of value are important.

My biggest tip is to spend some time on your Instagram profile. Yes, my Instagram is @KelseWithaFrenchie, but really, I’m Kelsea the REALTOR®. On your page, under your photo, make sure to have a decent bio with the words REALTOR® or real estate. This allows your name to get pulled into a search when some looks for real estate help.

HOW DO I KNOW IF IT’S WORKING?

Kate: Quality is more important than quantity - anyone can buy bot followers or pay for likes to make those numbers seem high. Focus instead on the quality relationships you're building - actual client contacts, meetings set, meaningful conversations, and authentic comments. Interact with other accounts... you can't just post and forget about it. Like and comment on other accounts and those who comment on your posts. Stay on top of what is happening with past clients, family, and friends. When people have those big milestones, take it offline and

shoot them a text, give them a call, or send them a card.

I will say Instagram has some great analytics available so you can see how much reach and interactions your posts get, which you can use to fine-tune what your audience is finding helpful...seeing how often your posts are shared or saved can be a great indicator!

If you consider yourself an expert in any sort of sales or marketing techniques (20th or 21st century) please contact Karen Long, CAR Communications Manager, at klong@coloradorealtors.com. Your knowledge could become an article in this magazine, and better yet, provide your peers with valuable information.