What Realtors Should Include in Their Instagram Link-in-Bios
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On your Instagram bio, you have the opportunity to include a clickable link. Now, this isn't just a throwaway spot to stick your website URL. This is where you can guide potential customers exactly where you want them to go. This is your chance to further highlight how you can help and to show up with more value.
This is where you can take conversations off Instagram and move them closer to working with you! So, in today's episode, I'm sharing exactly how to optimize your Link-In-Bio for real estate & easy tools to create your new strategic link.
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There is incredible value in having a purposeful link-in-bio on Instagram. When people visit your profile, it's a place you can direct them to engage with you further. When you're sharing a post, it's a place you can send potential customers to take "the next step." If you don't have a strategic link-in-bio, you're missing out on valuable opportunities for generating leads, growing your branding, and working with more buyers and sellers. That might sound dramatic, but the reality is when you want people to take an action such as to "download your home sellers guide" or to "schedule a showing," you need to make it as easy as possible for them. If not, you'll lose their attention, and they won't take the action you're encouraging.
I'm all for encouraging conversation and engagement on Instagram. But there's definitely a time and place to encourage people to engage with you off the platform, and that's where your link-in-bio comes in! It's a place you easily link to pages and other places that matter!
So, let's dive into what you should include on yours!
A Personal or Led Generating Video From You
I'm starting with a wild card that most people and agents do not include on these pages.
If you include a video at the top of your link-in-bio page, you're immediately drawing people's attention there. This is a unique way to show off who you are in a succinct and interesting way. For example, you could include a short video about yourself and how you can help your ideal customer. (Learn how how to create a video just like that in this lead gen video training!) There's no better way for people to get to know you personally, and that personal connection builds trust that can lead to more business. So, if you're video shy, know that video can improve your conversion rates and lead more customers to you. That's a clear reason to leverage video!
You can also use a video as a way to further encourage people to take action or to download a lead capture that you might have. For example, on my link-in-bio I have a fun video about The Marketing Suite because my main goal on Instagram is to get people to check out The Marketing Suite and become a member. A link to The Marketing Suites is the top link on my link-in-bio and having a quick video above that link encourages people even more to take a look and click it. To see this in action, check out my profile on Instagram - @IdeasForRealEstate.
You can steal the same strategy as well! If you want people to schedule a showing for your latest listing, you could put a quick video of you at the featured listing above the "request a showing link." Likewise, if you want people to reach out to you about listing their home, you could put a video at the top designed to target sellers. The options are endless, and we know that video increases engagement and leads to more leads! So, give it a try at the top!
Key Links Your Ideal Customer Will Value
Including easy-to-access links should be at the core of your link-in-bio. That's why we don't send people to your website's homepage and use a shorter page like this. It's a quick way for people to find the information they need and to get there quickly. So, you'll want to make sure to include key links that provide further value.
I would make sure that if you have multiple links, you choose the most important one to be at the top of your link-in-bio page. That way, this important page isn't missed because it's in the middle of all your options. I would also make it very clear what each of the links are and why it matters to a potential customer. Just like with all of our marketing, we want it to be clear and enticing to take the next step. If your links aren't relevant, then people won't click them.
So, let's look at a few link ideas to include:
A clear CTA for lead generation such as "Download XYZ resource" or "Get My Listing Marketing Plan"
Schedule a showing for a featured property
View local listings for sale
Schedule a buyer's or seller's consultation
An easy way to get started working with you
More Ways to Connect
You'll also want to include your contact info! This might seem obvious, but you only have 150 characters in your Instagram bio. You can't possibly include all of your contact info and other social channels in this small space.
So, leverage your link-in-bio page to include key info like your phone number and email. But don't forget that this page has cross-marketing potential! You can include links to your YouTube channel, TikTok, Facebook page, LinkedIn and more. This encourages people to follow you and connect with you on other platforms they're interested in.
This has value in your marketing because the more people see you, the more opportunities you have to build that relationship. They might not be ready to buy or sell a home right now or be part of your sphere. It's important to have a plan to engage these people with a long-term social strategy. That way, you're always top of mind when they do have a real estate need! Learn more about engaging your sphere on social here.
Any Required Info
As a professional real estate marketer, I have to remind you about compliance in marketing! Make sure that this link-in-bio page includes any required information, just like any other form of marketing. This might mean including your brokerage, a license number, etc. I have an entire episosde where you can learn more about compliance in your marketing. So, be sure to check out - Episode 84: Are You in Compliance with Real Estate Advertising Laws, Rules, & Guidelines?
This is an important exercise to do every time you introduce something new in your marketing - whether or not it's the most exciting part of marketing, it's incredibly important to be mindful of.
Tools To Use
Now, that you know what you should include in your link-in-bio for Realtors, how do you go about creating one? Well, you have a few options here, and all that I will cover are ones I have experience with myself.
Later's Link-in-Bio Tool: If you use the social media scheduling tool Later, they have a link-in-bio creator that is easy to use and that you can put to work right away! This is a favorite of many on Instagram and a popular tool you'll see being used. Now, Later is not free, but it is my social media scheduling tool of choice and what I recommend for my Marketing Suite members. In addition to creating a link-in-bio, it's also how I recommend you schedule your social media posts for the month. Learn more & give Later a try.
Your Own Website: You can create a link-in-bio page from scratch using whatever website platform you have. I have a SquareSpace website and created my own page https://ideasforrealestate.com/links. Now, I did this to automatically pull my recent podcast episodes and previews to my upcoming trainings on this page. For most agents, this option probably isn't worth the work and headache to set-up, but it is an option!
Use a Marketing Suite Template: Leveraging a strategic template will save you time, ensure you look your best, and already be optimized to connect with more customers! That's why I created 3 distinct link-in-bio templates for members of The Marketing Suite. Each template has its own look to match your branding and highlights links in a variety of ways. And the best part? They were created in Canva! This makes them incredibly easy to edit, add your own photos or videos, and customize with any unique branding you have!
Check out a sneak peek of them in this recent Instagram Reel and how easy they are to edit:
If you want to put these Canva link-in-bio templates to work for you, be sure to join The Marketing Suite as they're a member exclusive!
Promoting Your Link-In-Bio
Before your link-in-bio can generate results for you, it's important to note that you need to drive people to it! Promoting your new link-in-bio for Realtors should be a part of your Instagram marketing strategy.
When you're sharing a post on Instagram, do you have a related resource or next step in your link-in-bio? If so, be sure to point it out! This might be as simple as sending people to your link-in-bio to request a private showing when you're advertising a listing. On the other hand, it could be a bonus to the content in your post. For example, if you share a post about marketing a new construction community, you might want to send people to your new construction tips that they can download.
Consider your link-in-bio as an additional opportunity to provide value & encourage connections.
Also, don't forget to highlight it in your Instagram bio itself. Let people know why they should care about clicking on your link and what they'll get out of it. Learn how to write a compelling Instagram bio + get the fillable templates in this featured training. I recommend including a brief description encouraging people to click on the link in your Instagram bio right above the link (double check that it appears and you don't need to click "more" to find your description).
If you take the approach of optimizing your link-in-bio and including it throughout your Instagram marketing, you'll find that it will lead more customers to you. You'll be better able to position yourself as the go-to local agent all while building long-term relationships!
And if you haven’t seen my latest freebie yet, be sure to check it out! If you're somebody who struggles with what to do for your marketing each week or has challenges with consistency, I made this free resource specifically for you - my Weekly Marketing Action Plan. So click here to download your free copy!
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Here are some featured resources you might enjoy!
Realtor Training: Standing Out with Winning Bios and Social Profiles
Realtor Training: How to Create an Agent Intro Video to Attract More Customers
Looking for more? Don't miss these top related episodes:
I’m Heather Colby, host of the “Ideas for Real Estate Podcast.”
If you like what you read here today, I’d encourage you to take a listen to the episodes. :