The real estate marketing landscape has undergone a dramatic change in recent years. No longer are billboards, benches, and colorful blazers the best ways to stand out. It’s a digital world and home buyers and sellers are spending more time looking at social media than ever before. Of the social networks, Instagram is one of the fastest growing in existence.

Instagram plays into our growing global smartphone addiction. This photo and video sharing platform works primarily via mobile. There is a desktop version, but its functionality is severely limited. With over 600 million monthly users, Instagram is a treasure trove of potential. However, it’s also important when marketing on this platform to consider demographics. The average Instagram user is under the age of 34, so you’re not likely to attract any baby boomers. However, Instagram can be an effective way to connect with younger home buyers and sellers who are embarking on their first venture into the real estate world.

Also Read: Instagram’s IGTV Competes With YouTube, Finds Takers in Influencers, Vloggers, As Well As Publishers

Here are five helpful tips that every realtor should know when using Instagram to promote their business

1. Engage Your Audience
   Social media is unique because of its focus on direct engagement with customers. Whereas traditional advertising methods like printpi are a one-way conversation, social media lets you start a back and forth dialogue with home buyers and sellers. If you are only posting photos and videos without any interaction, you’re not using Instagram to its full potential.
   Look up some relevant hashtags (Instagram recommends using 11 per post) and comment on the photos and videos of others. Start an ongoing dialogue with your audience. When people comment on your content, ask questions, be sure to respond in a friendly, conversational manner.
2. Show Behind the Scenes
   Real estate reality shows have become common recently, which means that the public is interested in how this business works. Show some photos and videos that explain the behind the scenes workings of a real estate agent. Showcase how you prep a new property for sale, the open house process, and interview some of your buyers and sellers after closing.
   Content like this, posted with no sales motive, is the fastest way to get eyes on your profile and to promote engagement and conversation.
3. Post Short Videos
   Instagram is for more than still pictures. Record short walking tours of some of your properties. Show the neighborhood and highlight tourist spots that viewers might enjoy. Instagram also has a live video function, which is perfect for taking your social media followers on a walk through. Remember to make it fun. Encourage engagement by asking questions that people can answer in the comments.
4. Cross Post on Facebook and Twitter
   Instagram has a great feature which lets you connect your Facebook and Twitter accounts. This makes it easy to post on all three social platforms at once. Prep your Instagram content like you normally would and check the Facebook and Twitter boxes before posting. Make sure to edit to adhere to each social media site’s best practices. For example, don’t post hashtags on Facebook and limit yourself to two hashtags for Twitter (and mind the word count).
   It’s important to note that it is still better to post natively on each platform, but this tool can be very helpful when you’re in a time crunch.
5. Use Hashtags
   Instagram is a perfect place to use hashtags. Something like #NewHome could be a hashtag that your audience will find relevant. By placing hashtags in your copy, you are making it easier for people to find your post. It’s best practice to put your hashtags at the end of a caption and remember that Instagram found that 11 hashtags are optimal. Include the keywords that you are using for your website as hashtags as well.

Instagram is not Insta-success

Using Instagram to market your real estate business is a sound strategic move. But remember that it takes dedication and time to build up a following. Even if Instagram marketing doesn’t immediately yield new clients it is a necessary and effective tool for increasing visibility and solidifying your brand.

Recommended Read: 4 Classic Real Estate Marketing Tactics Reimagined for Social Media