Marketing Tools 101: Instagram

September 09 2019

What Do Your Past Sales Say About You (3)

By Steven Reichenberg

Instagram can be a powerful tool to increase your brand awareness, but with great power comes great responsibility. When posting on Instagram, it's important to remember that you want potential clients following you and looking at your posts. What you post and how frequently you post will determine the amount of success you have attracting potential clients to your profile.

Step 1: Identify Your Ideal Client

Before you start posting on Instagram, you need to identify your ideal client.

In what age bracket is your ideal client?

What types of jobs do they have?

Do they have families?

What is their average budget or home value?

Are they on social media?

Are they relocating from somewhere else?

Step 2: Identify What Your Ideal Client is Looking For

Understanding the answers to the above questions will help you understand how to reach potential clients on social media. For example, if your ideal client is a single person with a tech job, no family on the horizon, and a budget of $1MM to $2MM, they probably won't engage with you if you're posting information about suburban homes, local parks, and beautiful backyards. However, if your ideal client has a family or is looking to start a family, this might be the exact type of information they are looking for.

Step 3: Create Engaging Content

Once you understand your ideal client and what they are looking for, you can start creating posts that match their interests. However, it is incredibly important to avoid shameless promotion of yourself and to avoid repetitive postings of open houses. Try to structure your account so at least 90% of your posts are for your client - your only goal here is to get them interested enough in your account to follow you.

Engaging Content Ideas:

This month's 10 most affordable family-friendly homes in [insert neighborhood].

What makes a good backyard (10 tips - 1 post per tip).

Best staged homes of the month (and give a shoutout to the staging company in your post)

Market information (put emphasis on images/graphs/charts to display market information).

Photos of your team (always smiling).

Photos of your team with happy clients (always smiling).

Promote your blog (although it must be relevant to the other content you are sharing in some way)

Step 4: Create Promotional Content

Once you've developed a decent follower base on Instagram, it's time to start creating Promotional Content to post on your account. Keep in mind that you don't want to drive away the followers you worked so hard to get, so be sure to keep these types of posts to 10% or less of your overall posts.

Think about how Instagram Influences make their money - they post engaging content 90% of the time, and 10% of the time (or less) they promote other businesses products. This is exactly how you need to structure your Instagram account.

Promotional Content Ideas:

Success stories (read more here).

Open house events (Only do this if it's local to the neighborhood you are marketing yourself in AND it matches what your ideal client is looking for).

Reasons to work with a Realtor®.

Re-Sharing of local listings that meet your client's needs.

If you need help creating a marketing plan or building a website that helps support your marketing plan, please reach out to us.

We love to help!

Email hello@gutensite.com or call (925) 204-3577

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