How to Win with Instagram - Advice from a Real Estate Influencer

When Trevor Brown, a Realtor® with Fannie Hillman + Associates (Instagram handle: trevorbrown407), began sharing content on Instagram, he posted videos of home walk-throughs. It was only after he turned the camera on himself that his follower count on the platform began to grow. “People started coming up to me on the street and saying, ‘I know you—I’ve seen you around.’”

When he built on that approach and filmed himself sharing tips about his local Orlando area, he gained even more followers. One case in point: A few years ago, he posted a video about a local food hall, and it increased his count by 100 in just a few days. In the four years he’s been posting, Brown—who has more than 26,000 Instagram followers—has learned a lot about the platform. Here are some of his top tips to help you grow your own audience.

Be authentic

Instead of adopting a persona, just be yourself, says Brown. “Don’t pretend to be something you’re not—people can see through that.” With his genuine approach, Brown easily segues from online to real-life conversations. Even before they meet him, “people have a small connection with me and feel like they already know me,” he says.

Be consistent

Gaining and keeping followers requires posting regularly. That’s why Brown shares content every other day and spends about an hour daily on the platform. In that time, he records and posts videos, responds to comments and comments on others’ posts.

Choose a sustainable routine

Although reality shows might suggest otherwise, real estate agencies aren’t TV production companies. At the end of the day, social media is marketing. So, limit your time and energy on the platform. “Don’t make it harder than it needs to be,” says Brown, who doesn’t pay to promote his posts. “Don’t spend [too] much time on each piece of content because some posts will do well, and some won’t.” Instead of hiring a videographer or recording for hours in a podcast studio, Brown keeps it simple. When a customer asks a question that may be interesting to his audience, he jots down the idea. Later, he spends five to 10 minutes recording a video addressing that question to share with the audience.

Share valuable content

“The best way to engage with the people who will turn into customers is to share what you’re passionate about in your local market or what you think someone else would find valuable.” For Brown, that often means information that’s unique or not widely known, like posts about new restaurants or bars. After all, “people ask their [real estate professionals] for recommendations on places to go, especially if they’re new to the area.” Here are some topics Brown has covered:

• Home walk-throughs, calling out features he appreciates.
• Here’s what $1 million will get you in a specific neighborhood.
• Here’s a local event going on this weekend (he’ll post this the Thursday beforehand).
• How the local sports teams are playing and what their performance means for the season.
• New bars, restaurants, train stations, office buildings and apartment complexes (with bars and restaurants, he’ll share his favorite drinks or dishes).
• How non-Florida residents mispronounce the names of certain Florida cities (this video was viewed by more than 1 million people, gaining him more than 3,000 followers).

Focus on quality over quantity

Don’t feel pressure to amass a horde of followers, says Brown. Unless your goal is to be an influencer or TV star, focus on quality over quantity. Although a higher follower count might seem impressive, what matters most from a business perspective is how many will convert into buyers or sellers. Don’t feel tempted to buy followers, especially now that Instagram’s algorithm has improved at discerning bots.

Be patient

“Starting out, it can be frustrating,” admits Brown, who recalls having fewer than 5,000 followers for a while. “You’re putting in a lot of time and effort, and it’s not clicking, but other people have all these followers and likes. You might wonder, is it even worth your time?” Although gaining followers can be slow going, stay the course, he urges. “Eventually, there’ll be a breakthrough point where Instagram sees you consistently putting out content people are watching and starts showing it to more people.

Keep followers engaged

Brown always tries to end his videos with calls to action (CTAs). A concept from the marketing and advertising world, CTAs are an effective way to drive engagement, he says. “Everyone has an opinion, and people will leave comments, which increases engagement. Sharing things other people will have an opinion about is a very organic way to get engagement and followers.”

Engage yourself

Don’t forget to follow local businesses and clients and comment on their posts, Brown says. For instance, comment when a business announces an upcoming event. When others view that post, they’ll see your comment and perceive you as a local agent knowledgeable about the area. Similarly, Brown reacts when clients share news, like pregnancy announcements or vacation photos. Along with maintaining these relationships, he’s getting in front of their friends and family.

Consistent, engaging and authentic social media content will move you forward, increase your viewership and help build real relationships you can take offline.

Dina Cheney is a Connecticut-based freelance writer.