This podcast examines the ineffective use of Instagram by real estate agents. It identifies five common mistakes, such as posting low-quality images, inconsistent posting, and neglecting video content. The hosts then highlight the crucial elements for a successful Instagram presence: high-quality visuals, consistency, and video. It emphasizes the need for professional help in achieving these elements, particularly for video production and audience engagement tactics.

The Real Estate Agent’s Instagram Dilemma: Good Intentions, Poor Execution

Most real estate agents today recognize Instagram as an essential tool for reaching clients. Yet, despite understanding its importance, an overwhelming majority in Athens—upwards of 99%—are still falling short. The issue is not a lack of effort; it’s the lack of strategy, understanding, and execution.

While agents are aware of Instagram’s potential, they’re still relying on DIY snapshots of listings, taken with smartphones, and usually posting inconsistently. The irony is that these agents see Instagram as valuable but don’t understand why their approach isn’t working or what changes would make a difference. They’re not only struggling to attract attention but also missing out on Instagram’s video-centered engagement potential.

Instagram’s Video Priority: Why Images Alone Won’t Cut It Anymore

In recent years, Instagram’s CEO made it clear: the platform is no longer a photo app. The focus has shifted to video content, with Instagram actively promoting Reels, stories, and other video features to meet user demand. However, most agents have overlooked this shift, continuing to post static images without adapting to the platform’s new direction.

For real estate professionals, this means that Instagram’s algorithm now favors engaging video content over basic images. The consequences are clear: agents who only post images see lower engagement rates, reduced reach, and limited visibility. Video, on the other hand, drives higher engagement and helps listings stand out.

Common Instagram Mistakes Real Estate Agents Are Making

1. DIY, Low-Quality Images
   Many real estate agents snap quick photos with their smartphones, unaware of how low-quality images may be diminishing their professional image. These pictures often lack attention to lighting, composition, and editing, which directly impacts viewer interest.

2. Inconsistent Posting
   Successful Instagram marketing thrives on consistency. However, agents frequently post sporadically, missing opportunities to build familiarity and trust with potential clients.

3. Poor or Ineffective Descriptions
   When descriptions are bland or generic, they do nothing to inspire engagement. Effective captions should highlight the property’s unique features in an enticing, memorable way that connects with potential buyers.

4. Overlooking Instagram’s Interactive Features
   Many agents are not making use of Instagram’s interactive tools, like stories, Reels, and polls. These features not only boost engagement but also give followers a more dynamic view of properties.

5. Ignoring the Power of Video
   Video content captures attention far more effectively than static images. Yet, few real estate agents create videos of their listings. Simple photos fail to showcase the full potential of a property, while well-crafted video tours add depth and atmosphere.

What Makes a Successful Instagram Presence?

To truly engage with an audience on Instagram, real estate professionals need to prioritize three essential elements: high-quality visuals, consistency, and video. But achieving this goes beyond snapping a few photos or recording quick clips on a phone. Successful Instagram marketing requires expertise in each of these areas to elevate a profile above the crowd. Here’s why these elements matter and why they’re challenging to accomplish without professional help:

1. Quality Content Creation
   Professionals understand lighting, staging, and the importance of angles that highlight a property’s best features. Editing and post-production work are equally crucial for a polished, appealing look that attracts serious buyers.

2. Video Production Expertise
   Videos need to be engaging, well-paced, and properly edited to hold attention and convey the best aspects of a property. From drone footage to guided walkthroughs, creating compelling video content demands skill and experience.

3. Audience Engagement Tactics
   Beyond posting, maintaining a presence on Instagram requires interacting with followers, responding to comments, and using features like Reels, stories, and hashtags effectively. Professionals have the insight and tools to leverage these features to keep potential clients engaged and attract new followers.

4. Consistency and Strategy
   Success on Instagram isn’t achieved overnight. Regular, scheduled posts and a cohesive strategy tailored to the agent’s target market are crucial for building a recognizable brand and a steady following.

Finding the Right Professional for the Job

If you’re considering hiring a professional to manage your real estate Instagram presence, it’s important to look for someone who truly understands these unique challenges. You want someone with:

• Proven experience in creating compelling, high-quality visual content, especially video

• Expertise in Instagram-specific marketing, particularly with video content and interactive features

• A clear understanding of real estate marketing needs and the nuances of showcasing properties effectively

After extensive research on who offers these services in Athens, GA, we found that, while a few local providers claim to offer these skills, only one stands out as genuinely capable of delivering the quality, consistency, and strategy needed to make Instagram work for real estate. CraigFilm is uniquely equipped to handle the full spectrum of real estate marketing needs on Instagram, with the expertise required to elevate your profile and attract meaningful engagement.