The New Rules of Property Marketing on Instagram
Instagram has become one of the sharpest tools in an estate agent’s kit. Whether you are showcasing luxury homes, character cottages or smart city apartments, your feed is your new shopfront. But the rules have changed. A couple of generic listing photos and a logo in the corner just won’t cut it anymore.
Here’s how to use Instagram to actually grab attention, build trust and turn casual scrollers into serious leads.
Let’s get into it.
Your Feed Is a Moodboard, Not a Brochure
The best-performing estate agent accounts treat their feed like a lifestyle magazine. Think colour, light, story and aspiration. Instead of simply showing what’s for sale, show how it feels to live there. If the home has a sun-soaked kitchen or a cosy reading nook, lead with that. Let people imagine the life they could have in the space.
Interior details, textures and everyday moments often perform better than wide shots of empty rooms. Use carousels to guide people through the experience and tell a visual story, not just a price.
Video Is Not Optional Anymore
Instagram is leaning heavily into video. Reels are still the best way to reach new people. Even quick phone-shot walkthroughs or mini tours can generate solid interest. You don’t need drones or music overlays to make it work. Just keep it steady, show what makes the property special and talk like you are chatting to a friend.
Short behind-the-scenes clips, home staging tips or client moments also build familiarity. People are more likely to trust you if they’ve already seen your face and heard your voice.
Captions Should Sound Human
Gone are the days of robotic property descriptions. Captions should read like a friendly expert walking you through the space. Use words that paint pictures. Instead of “spacious kitchen,” try “the kind of kitchen that makes Sunday mornings feel slower and sweeter.”
You can still include the details, but wrap them in warmth. And always end with a clear prompt. Invite viewers to book a viewing, message you or check your link in bio. Subtle encouragement goes a long way.
Use Stories to Stay Top of Mind
Instagram Stories are where your regular audience hangs out. They are not for polished content, they are for quick updates, real-time views and personality. Use them to tease new listings, share local area tips or show what your day looks like. Polls, Q&As and stickers keep people tapping and coming back.
Save your best Stories as Highlights, neatly organised into categories like “Just Listed,” “Sold,” “Client Love” or “Behind the Scenes.” That way, your profile instantly shows what kind of agent you are.
Build the Brand, Not Just the Business
People do not just follow agents for listings. They follow for trust, taste and local knowledge. Use Instagram to build a brand people enjoy watching, even when they are not looking to move.
Post about the area. Share coffee spots, walking routes or weekend markets. Show your team, your personality and what makes you different. The more human your brand feels, the more people will want to work with you.
A Little Social Proof Goes a Long Way
Growth can be slow at the start. If someone lands on your page and sees low engagement or a handful of followers, they may click away before giving you a chance. That is why many professionals boost their early visibility by purchasing engagement — followers, likes or views — from the best place to buy followers, who never asks for passwords and deliver in a natural, gradual way.
This can help build initial momentum and make your content more discoverable, especially if you are just getting started or trying to attract a higher-end audience. It is not about faking popularity, but nudging your profile past the first hurdle so real people take you seriously.
Consistency Wins Over Perfection
You do not need to go viral to win. What matters is showing up regularly and offering real value. Post a mix of listings, videos, personal stories and local highlights. Keep your tone warm and helpful. Show your face. Let people get to know you before they ever message you.
Instagram is a long game, but one that pays off when done with intention.
The old rules of property marketing were about big boards and print brochures. The new rules are about connection, content and consistency. Instagram gives estate agents a real chance to show up differently and stand out in a busy market, especially with the help of Instagram growth packages.
When you use it well, it becomes more than a marketing tool. It becomes a way to build a brand people want to buy from, work with and remember.