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Wondering how you can use Instagram Stories for real estate? I can help! Instagram is blowing up. It is growing by leaps and bounds, and Instagram Stories is a great way to market your listings, but also really kind of give a sneak peek into who you are behind-the-scenes, the real deal, and really let people into what it is that makes you you.
What I love about Instagram Stories, it’s a great way to give people a sneak peek behind the curtain, so to speak. You still get your regular Instagram News Feed, with your photos, your one minute videos. You might even be doing some content over on IGTV. Maybe you’re doing Instagram Live. That’s all well and good, but your Instagram Stories is, like I said, it’s the behind-the-scenes. It’s the story behind the story.
We’re seeing a lot of agents and brokers use Instagram Stories as they’re out and about. Maybe a few weeks before a listing, they’re giving a little bit of a sneak peek as they’re with their stager, or their photographer, or as they’re in their car. But in between appointments, they’re sharing tips and takeaways.
One of the things I like to do on my Instagram Stories is if I happen to have an aha moment, maybe I talk to a client, or I see a conversation on social media, and I think to myself, gosh, that could be something great to share on Instagram Stories, I might do a quick Instagram Stories. Something like, “Hey, everybody, one of my clients just asked me a question about X, Y, and Z, and this is how I think about it.”
Instagram Stories is a great way to share information, to share valuable tips and tools. But again, you kind of just take people behind the scenes, because I think especially when it comes to real estate, sometimes we just see all the glamorous stuff that tends to happen over on HGTV, and we don’t necessarily see the real deal.
I think for a lot of us, we don’t always want to open that kimono. We don’t really want to share that behind-the-scenes. We like the perfectly filtered, edited version of our life.
But I can tell you from personal experience that by letting people in, there’s something really powerful when you put yourself out there in that slightly vulnerable state and show people, really, how hard you work and how much you love what you do, how hard you work for your family as well as professionally. It can make a really, really big difference.
A couple quick tips and tools for creating great Instagram Stories content. First of all, use some of the features that Instagram’s already provides for you. I love using things like the location feature. If you’re trying to promote yourself in a specific local area, you don’t have to necessarily put the location of the exact house that you’re at, but you could put in the location of the city, or the neighborhood. And that will help expand the reach of your Instagram Stories beyond people who just are following you. But the location feature will also help you get found by more and more people.
For example, we just had our Napa Mastermind, our #GetSocialSmart Napa Mastermind. We were geotagging the specific resort, but we were also geotagging Napa in general so people could see, hey, we are not just at this resort, but we’re in beautiful Napa. So, adding the geolocation makes a big difference.
I also love using gifs. Gifs are really, really fun, and what I love about that at Instagram Stories is you could actually search, so if you’re searching for an arrow, or a smiley face, or any kind of fun thing. I might search for something where people are excited, or whatever it might be. By adding that into your Instagram Stories, it adds that layer of fun. It also helps really keep people engaged. Movement creates action, and you want people tapping through your Instagram Stories to see what’s next, right? It’s like our favorite show. We want to know, what’s next? What’s the next episode? Same thing with a great book, right? Why do we continue reading when we should have gone to bed an hour ago? Because we want to know what’s next, right? What’s next in the story? So, adding your location can be key. Adding gifs can also be key.
Then just having fun. I like to use the little pencil feature, and if you want to doodle on something or draw something or use different text, use different emojis. Tell that story, I think, is key.
I would also say, when you’re doing any kind of video on Instagram Stories, remember a lot of people are not actually turning the sound on, because maybe they’re in a place where they can’t really listen to sound. So if you’re sharing something important, use the text feature to actually write out on the bottom of your Instagram Stories what it is that you’re talking about.
Again, that’s not going to be just all about listings. In fact, I think the best Instagram Stories are not necessarily about listings. It’s the in-between moments as you’re meeting up to work with a client or a buyer, or you’re at your favorite coffee shop, or you’re at your favorite local boutique, or you’re out and about with your kids or your family. So, again, have fun showing your whole life, not just your life as a Realtor, which I think is really, really key.
The other tip I’ll give you when it comes to Instagram Stories is point people back to your bio. Point people back to your link. If you want to share your latest listing and you want to share your latest blog post, or your latest video, you could do an Instagram story about that. One of the tools we love to use within our Instagram Stories is a tool called Linktr.ee. There’s a free version. There’s also a paid version. But Linktr.ee allows you to add multiple links into your one live link that Instagram gives you on your Instagram bio.
For us, when we put out our weekly video, we’ve got a little one-minute version of that video that goes in our News Feed, but my Instagram Stories is usually something like, “Hey guys, our latest video just came out. Click the link in my bio to watch the full video.” Right? Now, of course, if you have more than 10,000 followers, you can also add that swipe up feature, and you can say, “Just swipe up to watch,” as well, which is really fun. Again, have fun. Get creative. Take people behind-the-scenes. I always like to say, “Look at your life as content.”
So, as you’re out and about, breakfast, lunch, and dinner, give people a little bit of a sneak peek behind-the-scenes. The big why, if you’re wondering why this is important, is because real estate is a relationship business. People will do business with you because of your experience and your expertise, but they connect with you because you’re a mom, and I’m a mom. Or, you love a great glass of wine, and I love a great glass of wine. Or, you love sports, and I love sports. But we connect over these things that are personal. In this day and age, with the ridiculous amount of noise and marketing that’s out there, people do business with people, right, not logos. So, the way you can connect with people is by using a tool like Instagram Stories, which is growing by leaps and bounds.
On a side note, did you know you can also do ads within Instagram Stories? We’ll probably do another video about that at some point, but yeah, you can do ads right within Instagram Stories. You can create those in Facebook’s Ad Manager. Those are also a great piece of real estate, no pun intended.
As always, I would love to hear from you. Are you using Instagram Stories in your business, yes or no? Leave me a comment below. If you have any other questions about Instagram or social media in general, put those in the comments below, too.