Considering Instagram in your real estate social media strategy?
Sure, social media marketing for real estate agents should be an important part of your overall marketing plan.
But, for God’s sake, fish where your fish are. Nobody goes fishing for marlin in a stream or lake, right?
The majority of real estate consumers aren’t active on Instagram
Read on to learn why Instagram should be nowhere near your real estate social media strategy. At least not this year.
Stop buying into the hype
I’ve noticed that the biggest Instagram cheerleaders for real estate agents have the biggest agendas. They’ll lure you in with vague statistics that actually have nothing to do with real estate or buyers and sellers.
Stop listening to the bloggers who tell you that:
You can land your “DreamLead” on Instagram and that “Instagram is the best free advertising a real estate agent will find.” (from a company that offers, for a large fee, “automated tools” to help create you create your real estate social media strategy and campaigns).
You can “Rule the ‘Gram like a Pro” with “these tips” (from a company that provides, for a fee naturally, social media management and marketing).
“Using Instagram to market your real estate business is a sound strategic move.” (from a former agent who now runs a “a real estate technology company”)
This one is one of my favorites. In a post titled “Instagram Tips for Real Estate Agents,” the author gives the same, lame, meaningless statistics but she also posts a demographic breakdown of Instagram users from Pew Research.
From four years ago! (she is a self-described “SEO expert” who makes her living helping agents do “digital marketing” in the “real estate/mortgage niche.”
Why do you suppose she used such an old survey when Pew published results of a newer one in 2018? Call me crazy, but I’m willing to bet it’s because the new survey says that
“Social platforms like Snapchat and Instagram are especially popular among those ages 18 to 24”
“top real estate agents are using Instagram to promote their real estate business.” Which is an overly broad and therefore patently untrue statement. But, what else can we expect from a “team of social media experts helping Realtors to IPO (Instagram Profile Optimization)?”
Gee, no agenda there, right?
A funny aside from the last mention. They actually state that:
“There are real estate agents selling millions of dollars of real estate a year who have zero presence on one of the fastest growing social media platforms in 2018.”
Which sounds like a good reason to NOT bother with the time-sucking, low-return Instagram.