How REALTORS® Can Stand-Out & Generate Leads by Pinning Instagram Posts
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Instagram just rolled out a new feature that doesn't create any more work on your part, benefits you, and is easy to do! You might even be surprised that I'm making that claim because not all changes on social are ones we're excited about.
Yet, Instagram's new pinned posts allow you to direct attention exactly where you want it, and that gives you opportunities for your real estate business! So, in today's episode I'm sharing exactly what pinned posts are, how to use them, and the type of content you'll want to feature!
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What Are Pinned Posts on Instagram?
You now have the option to feature up to 3 Instagram posts at the top of your profile. This gives you the chance to pick and choose strategic posts that you want people to see first when they look at your profile. This might seem like a simple change but it can have a major impact. Now, when people visit your profile you get to curate a new content experience that can work to promote your real estate business and build your agent brand even more!
How Do You Pin Posts on Instagram?
Pinning is incredibly easy. When you look at your past posts on Instagram, simply click the three dots in the upper right hand corner. You'll then be taken to a screen where you can select "Pin to Profile" to pin that post to the top of your Instagram profile.
A couple of quick tips here:
You can only pin 3 posts
The most recently pinned posts show up first. (So, pin your featured posts by choosing the one you want to be third on your profile, first.)
To pin Reels, you need to be viewing the Reel on your main profile feed and not your feed that only features your Reels
But all in all - pinning posts takes only a few seconds to do and you can unpin and pin new posts as often as you like!
Which Instagram Posts Should You Pin as a REALTOR®?
The posts that you choose to feature are where the magic happens and why I'm so excited about leveraging this new feature. You can select posts that are designed to highlight who you are as an agent, help you generate leads, and even tie you into your local market! When you're considering posts to pin, I want you to think about your overall Instagram strategy. If you're working to attract a certain type of customer, build your agent brand in a specific market, or to even highlight a promotion, select posts that help you reach those goals.
Now, since you can only feature 3 posts at a time, here's a cheat sheet to choosing posts that can move the needle in your business. I recommend that you share: a post that builds your brand, a real estate topic post with a call-to-action, and a post that ties you into your local market. Here’s a closer look at each:
A Post that Builds Your Brand
Want people to get to know you and remember you as the go-to local agent?
Then, make sure you include a post that shows off who you are! This is a quick way to start forming relationships with people while building your brand as an agent. You could start by sharing a post that introduces yourself as a local REALTOR®.
However, I would caution you to not make this post too stuffy or salesy. We want people to connect with you both personally and professionally.
In The Marketing Suite, we have a post template that says "Hello, there! It's nice to meet you. I'm (insert name) Realtor"
Then, the caption prompt goes on to say that you might know them as a local Realtor but did you also know all of these fun facts. It's a fun way to not only remind people that you're in real estate but also get to know you as a person.
If you want access to this post and more like it, join The Marketing Suite for daily social posts & more (use discount code JOIN25 to save 25% off your first month!)
{Click here to learn more & become a member of The Marketing Suite}
Another idea would be to use a Reel or video as a spin on an "about you" post. If you head to my Instagram @IdeasForRealEstate, you'll see that I've featured a Reel that shares why I'm the right person to help you with my real estate marketing by sharing my experience.
Because when people come to my profile, they're looking for help with their real estate marketing. And in just a couple of seconds, people can easily see that I have the experience to do just that!
A Real Estate Topic Post with a Call to Action
Now, I promised you lead gen in the title of this episode, and by featuring a strategic post you can do just that!
I recommend that you feature at least one post that is clearly real estate related and has a strong call-to-action (or lead magnet). This is huge because you can pinpoint specific promotions that you are running and further draw attention to actions that you want people to take (ahem, like to reach out to you for their real estate needs!).
You could also use this space to position yourself as a knowledgeable expert in today's market. In The Marketing Suite, we're including posts for our members that address today's shifting market and encourage meaningful conversations.
Examples include posts like "Have you seen the headlines? The real estate market is making news." This post addresses what people are seeing about the market and encourages people to have a conversation with the agent who shared it to "chat beyond the headlines." Another post asks "Is the market shifting?" and briefly coves what buyers & sellers should keep in mind.
While those examples speak specifically to today's market conditions and encourage conversations, there are a variety of other posts you could share!
You could feature a market update, a recent listing, or even an open house! So, instead of those posts being pushed further and further down your feed, they're right at the top for people to see. This is ideal if you're looking to promote something timely like a new listing or an open house!
If you're focused on generating leads, think about "what is the logical next step" for the person viewing the post. Is it to reach out to you? Download something from your website? Give them a clear path forward and reason to continue.
And no matter which type of real estate focused post you choose, know that this pinned post helps position you as the expert you are!
A Post that Ties You Into Your Local Market
Lastly, real estate is local, so further brand yourself in your local market by pinning a post related to your community or the lifestyle. You could share posts that feature a specific neighborhood, show off what's going on locally, or give people a sense of the community you serve. This is also an opportunity to further enhance any target marketing or geographic farming that you may be doing.
One example that I really like is, "Neighborhood by the Numbers" from The Marketing Suite.
It's a carousel post that spotlights a specific neighborhood and covers information about it from a real estate perspective and also a lifestyle perspective. This type of post works for both potential buyers, sellers, and your sphere! First, if a buyer who's interested sees it, it's valuable information. For sellers, it demonstrates your professional knowledge of their neighborhood, and for your sphere - this is local info that people enjoy learning about!
More post ideas you can share are: tips for living like a local, what's new in the area, or even Instagram Reels and videos! Local content is not only engaging but it also works for your overall strategy as a local Realtor.
Leveraging Instagram Pinned Posts As a REALTOR®
As you can see, you can be creative in the posts that you choose - and even strategic! So, I encourage you to take a couple of minutes and scroll through your posts to see if you have posts that you can pin.
Remember, I recommend that you share:
A post that builds your brand as an agent (or brokerage or team!)
A real estate topic post with a call-to-action
A post that ties you into your local market.
If you don't have any posts like these, or if you would like to level-up your social media marketing, I invite you to become a member of The Marketing Suite. Inside you'll find daily posts designed to be engaging and get results. You also have access to exclusive monthly trainings, live coaching, support, a monthly email newsletter, and more! To join head to Ideasforrealestate.com/suite and use discount code JOIN25 to save 25% off your first month.
Looking for more? Don't miss these top related episodes:
How to Engage your REALTOR® Sphere with Social Media Marketing
Why Instagram Marketing is an Advantage for Modern REALTORS®
Plus, here are some featured resources you might enjoy!
The Marketing Suite Training: ‘How to Schedule a Month of Social Media Content’
Monthly Social Media Calendar + Content in The Marketing Suite
Done-for-you Social Posts (including Reels & captions!) in The Marketing Suite
Customizable Canva Templates for Social Posts in The Marketing Suite
UP NEXT:
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!