🏡 The Real Estate Marketing Update - Edition 22

Read time: under 9 minutes

Welcome back.

This edition is packed with valuable insights. We share our recommendations to cater to Instagram’s new algo emphasis, our favorite tool for humanizing your AI-generated text, and discuss what to do now that Universal Analytics from Google is gone.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition… 

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

Want Your Instagram Content to Get Better Reach and Visibility? Optimize Your Posts Around This Key Metric

In a recent update from Instagram’s CEO, Adam Mosseri, we learned that the app uses a key metric to determine the reach and visibility of IG content.

No other social media platform has disclosed anything similar, and this is the first time that Instagram has shared this insight.

The key metric their algorithm weighs more heavily is…

Sends.

In other words, direct messaging your friends/contacts on IG by sharing content you see on the app.

This adjustment seems to sign that Instagram wants users to make the app more than just a social network but their everyday messaging tool.

Let’s assume this is the case, especially since it makes sense as privacy concerns continue to trend upward and social media usage becomes more of a concern for users’ overall well-being.

How to Cater to Instagram’s New Focus on Direct Messaging Signals

Why the “Send” Feature Matters

Instagram’s “Send” feature lets users share content directly with friends or group chats. This type of sharing is highly valued by Instagram’s algorithm, as it promotes user interaction and encourages private conversations within the app. By creating content that followers want to share via “Send,” you can significantly increase your reach and engagement.

Understanding Your Audience

Before creating content, it’s crucial to understand your audience. Who are they? What are their interests? What kind of content do they find valuable? For Realtors, your audience may include potential home buyers, sellers, investors, and other real estate professionals. Tailor your content to meet their needs and interests.

Types of Content to Share on Instagram to Encourage Sharing via DM

1. Behind-the-Scenes Content

Share behind-the-scenes content that gives your followers a glimpse into your day-to-day activities as a Realtor. This can include property showings, client meetings, or opening house preparations.

Tips:

• Authenticity: Be genuine and show your personality. Followers appreciate authenticity and are more likely to share content they find relatable.

• Engagement: Ask questions or seek opinions to encourage interaction. For example, “Which kitchen do you prefer? Comment below!”

2. Market Updates and Tips

Provide market updates and tips to position yourself as an expert in the real estate market. Share information about market trends, interest rates, and home buying or selling tips.

Tips:

• Infographics: Create visually appealing infographics to present data in an easy-to-understand format.

• Videos: Use short videos to explain complex topics simply.

• Consistency: Post regular updates to keep your followers informed and engaged.

3. Property Showcases

Showcase properties with high-quality photos and videos. Highlight unique features and provide detailed descriptions.

Tips:

• Virtual Tours: Offer virtual tours or 360-degree views of the property.

• Call-to-Action: Encourage followers to “Send” the post to friends who might be interested in the property.

• Stories: Use Instagram Stories to give a more casual, behind-the-scenes look at the property.

5. Interactive Content

Create interactive content such as polls, quizzes, and Q&A sessions. This type of content encourages followers to engage and share their opinions.

Tips:

• Polls: Use Instagram Stories to create polls related to real estate. For example, “Which home feature is a must-have? Pool or garden?”

• Quizzes: Create fun quizzes about home buying or market knowledge.

• Q&A Sessions: Host live Q&A sessions where followers can ask you questions in real time.

Encouraging Shares via the “Send” Feature

1. Create Shareable Content

Valuable, informative, or entertaining content is more likely to be shared. For instance, a detailed infographic about the home-buying process or a humorous reel about common home-buying mistakes.

Tips:

• Value: Ensure your content provides value to the viewer.

• Emotions: Content that evokes strong emotions (happiness, surprise, humor) is more likely to be shared.

• Clarity: Make sure your message is clear and easy to understand at a glance.

2. Use Strong Calls-to-Action

Encourage your followers to share your content by including a clear call-to-action. For example, “Know someone looking for a new home? Send them this post!”

Tips:

• Direct Language: Use direct and compelling language to encourage shares.

• Urgency: Create a sense of urgency, such as “Share this property before it’s off the market!”

3. Engage with Your Followers

Engage with your followers by responding to comments, messages, and shares. When followers see that you are active and responsive, they are more likely to engage and share your content.

Tips:

• Personalized Responses: Respond to comments and messages in a personalized manner.

• Thank Shares: Acknowledge and thank followers who share your content.

• Encouragement: Encourage followers to share your posts in your responses.

4. Leverage User-Generated Content

Encourage your followers to create and share their content related to your business. For example, ask clients to share photos of their new homes and tag you in the posts.

Tips:

• Contests: Host contests where followers can submit photos or videos for a chance to win a prize.

• Features: Feature user-generated content on your profile, giving credit to the creators.

• Hashtags: Create a unique hashtag for your followers to use when sharing their content.

5. Collaborate with Influencers

Partner with local influencers or other professionals in the real estate industry to create and share content. Influencers can help increase your reach and credibility.

Tips:

• Select Influencers: Choose influencers whose audience aligns with your target market.

• Collaborative Posts: Create collaborative posts or stories with influencers.

• Mutual Benefits: Ensure the collaboration provides value to both parties.

Detailed Tips for Maximizing Instagram Engagement

1. Optimize Your Profile

Ensure your Instagram profile is complete and professional. Use a high-quality profile picture, write a compelling bio, and include a link to your website.

Tips:

• Bio: Your bio clearly states what you do and who you serve. Include a call-to-action or contact information.

• Highlights: Use Instagram Highlights to showcase key information and content, such as client testimonials, property listings, and market tips.

2. Post Consistently

Maintain a consistent posting schedule to keep your followers engaged. Consistency helps build trust and keeps your audience looking forward to your posts.

Tips:

• Schedule Posts: Use a content calendar to plan and schedule your posts in advance.

• Mix Content: Mix different types of content to keep your feed interesting. For example, alternate between property showcases, market updates, and behind-the-scenes content.

3. Use Hashtags Effectively

Use relevant hashtags to increase the visibility of your posts. Hashtags help users discover your content through search and explore features.

Tips:

• Research Hashtags: Use a mix of popular and niche hashtags related to real estate.

• Limit Number: Avoid using too many hashtags; 5-10 well-chosen hashtags are often more effective.

• Branded Hashtags: Create a unique branded hashtag for your business and encourage followers to use it.

4. Leverage Instagram Stories

Use Instagram Stories to share timely updates, behind-the-scenes content, and engage with your audience in a more casual way.

Tips:

• Interactive Features: Use features like polls, questions, and quizzes to make your stories interactive.

• Highlights: Save important stories to your Highlights so new followers can view them later.

• Regular Updates: Post stories regularly to stay top-of-mind with your followers.

5. Analyze Your Performance

Use Instagram Insights to analyze the performance of your posts and understand what type of content resonates most with your audience.

Tips:

• Metrics: Track metrics like engagement rate, reach, and shares to gauge the effectiveness of your posts.

• Adjust Strategy: Use the insights to adjust your content strategy and focus on what works best.

• Experiment: Don’t be afraid to experiment with different types of content and posting times to see what yields the best results.

Encouraging Followers to Share Your Content

1. Create Share-Worthy Content

Valuable, entertaining, or informative content is more likely to be shared. Think about what your audience would find interesting or helpful.

Tips:

• Tips and Tricks: Share useful tips and tricks related to real estate.

• Engaging Visuals: Use high-quality images and videos to make your posts visually appealing.

• Relatable Content: Create content your audience can relate to and see themselves in.

2. Make Sharing Easy

Make it easy for your followers to share your content by including clear instructions and calls to action.

Tips:

• CTA Buttons: Use call-to-action buttons and text in your captions to encourage sharing.

• Tagging: Encourage followers to tag their friends in the comments or share the post in their stories.

• Templates: Provide templates for followers to share in their own stories, such as “Share your favorite home feature and tag us!”

3. Foster a Community

Engaging with your followers and encouraging them to interact with each other will build a sense of community around your Instagram profile.

Tips:

• Engagement: Respond to comments and messages promptly to show your followers that you value their input.

• User-Generated Content: Encourage followers to share their own experiences and tag your account. Feature their posts on your profile to show appreciation.

• Community Hashtags: Create and promote a community hashtag that your followers can use when sharing their real estate experiences.

4. Create Save-Worthy Content

Content followers find valuable and want to refer back to is more likely to be saved and shared. This includes detailed guides, checklists, and infographics related to real estate.

Tips:

• Infographics: Use visually appealing infographics to present complex information in an easily digestible format.

• Checklists: Provide practical checklists, such as “Checklist for First-Time Home Buyers” or “Home Staging Checklist.”

• Guides: Create comprehensive guides that cover various aspects of buying, selling, or investing in real estate.

5. Encourage Conversations

Post content that sparks conversations among your followers. For instance, share a controversial opinion about a real estate trend and ask for their thoughts.

Tips:

• Questions: Ask open-ended questions in your captions to encourage followers to comment and discuss.

• Polls: Use Instagram Stories to create polls on relevant topics and share the results.

• Debates: Initiate friendly debates on current real estate issues or trends and invite followers to share their views.

How to Measure Success and Adjust Your Strategy

1. Track Engagement Metrics

Use Instagram Insights to track metrics such as likes, comments, shares, and saves. This data will help you understand what type of content resonates most with your audience.

Tips:

• Engagement Rate: Calculate your engagement rate to measure the effectiveness of your posts.

• Shares and Saves: Pay special attention to the number of shares and saves, as these indicate high-value content.

2. Analyze Follower Growth

Monitor your follower growth over time to see how your content strategy impacts your audience size. Sudden spikes in followers can indicate successful content or campaigns.

Tips:

• Consistency: Maintain a consistent posting schedule to engage your audience and attract new followers.

• Content Variety: Experiment with different types of content to see what drives the most growth.

3. Gather Feedback

Ask your followers for feedback on your content. Use Instagram Stories to create polls or questions about what they like and what they want to see more of.

Tips:

• Direct Messages: Encourage followers to send you direct messages with their thoughts and suggestions.

• Comments: Pay attention to comments on your posts for valuable feedback.

4. Adjust Your Strategy

Use the insights and feedback you gather to adjust your content strategy. Focus more on the types of posts that perform well and less on those that don’t.

Tips:

• A/B Testing: Conduct A/B testing to compare different content approaches and see which ones yield better results.

• Continuous Improvement: Refine your strategy based on performance data and follower feedback.

Final Thoughts: Transform Your Instagram Strategy

You can significantly increase your reach and engagement by rethinking the type of content you share on Instagram and encouraging your followers to use the “Send” feature. Create valuable, engaging, and share-worthy content that resonates with your audience and makes them want to share it with their friends and networks. Use the tips and strategies outlined in this article to transform your Instagram presence and build a stronger, more connected community.

Are you using Instagram as one of your primary messaging apps yet?

We’re not. Apple Messages and even WhatsApp take precedence for us, but we’re curious who uses Instagram as their primary messaging tool. Let us know!

Generating decent, sometimes very good, copy from popular AI chat tools is easy. However, please don’t rely on this output if your goals are to earn organic traffic or convert readers into leads.

Your copy needs to stand out, but before it does that, it needs to read like you wrote it.

If you don’t have the budget or patience to use a real-life editor, at least try Humbot.

How are you currently humanizing your AI-generated copy?

If you’re not like most people and just copy, paste, and publish AI-generated text as it’s provided, we’d love to hear about your current editing process.

Trend

As of July 1, 2024, Google’s GA4 permanently replaced Universal Analytics. If you haven’t set up GA4 for your website yet, you need to do so today.

As a matter of fact, it would be a good idea to set up a secondary analytics service as well (we recommend Fathom).

The lesson here, in addition to staying on top of pertinent news related to the tools, channels, and platforms you rely on, is to own your data.

When you blindly trust a company or a platform to just always be available to you, you risk what has happened to a lot of Universal Analytics users who have lost valuable data.

You also need to collect first-party data, which you collect, store, and own with 100% control. As privacy laws spread and become more strict, data collection on website and app users will become even more difficult.

Ok, enough preaching. Here is a specific action plan that you should dive into as soon as possible:

1. Ensure your GA4 account is completely set up and collecting website visitor data.

2. Add a secondary website analytics tool to your website so you always have a backup.

3. Start collecting your own visitor data (a simple method is to use short pop-up surveys on your website and send feedback requests to customers and prospects).

4. Analyze this data at least once a month for valuable insights into your prospects and customers' behaviors, wants, and needs.

Do you need help setting up your Analytics stack?

Let us know! We’d love to help get squared away with GA4, Fathom, or any other analytics tool that your business needs.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA