5 Brokerages on Instagram for Real Estate Agents to Follow + Tips on How to Beat Them

Every realtor should know how to create a great real estate Instagram post.

This is because Instagram is one of the most popular social media platforms for businesses.

With an estimated three billion monthly users, it’s the perfect social media platform for companies to get noticed by potential clients.

There are more than 1.5 million realtors in the United States, with 52% using their Instagram account to promote their real estate services.

So there’s a lot of competition brokers need to outsmart to get noticed online.

When used effectively, Instagram can help you reach more customers, build your real estate brand, and promote your listings.

This article explains everything you need to know about Instagram for Real Estate Agents.

We highlight why it’s a great platform for realtors, list five best Instagram accounts for you to follow and take inspiration from, and provide tips to help you use the platform to generate leads.

Why Should Your Business Use Real Estate Instagram Posts?

As a photo and video-based platform, Instagram is one of the most well-suited social media sites for the real estate industry.

In the past, Instagram was mainly about polished property photos and carefully curated feeds.

Today, the platform prioritizes short-form video content like Reels and Stories, where authenticity and connection matter more than perfection.

Reels are short, vertical videos (up to 90 seconds) that appear in Instagram’s main feed and Explore page. They’re ideal for quick property tours, neighborhood highlights, or bite-sized market tips that can reach audiences beyond your followers.
Stories are temporary posts that disappear after 24 hours, perfect for more casual, in-the-moment updates like open house reminders, team intros, or “behind-the-scenes” clips.

That means brokers can go beyond showcasing listings and build trust by sharing quick walkthroughs, market insights, or glimpses into daily life at their brokerage.

From promoting a new listing to expanding your brokerage’s network, there are many ways that Instagram can help you grow your real estate agency.

In the section below, we take a closer look at some of the benefits Instagram has to offer.

Reach millions of potential customers

Instagram has 500 million daily active users across the globe.

Research shows that the majority of these users are aged between 25 and 34, a common range for first-time home buyers.

Not only is it likely that your next buyer is on Instagram right now, but it also means that there’s a huge demographic of people searching for your services.

You can engage with your target audience on the platform by creating content that they will find valuable.

We provide some ideas on how your real estate brokerage can achieve this later in the article.

Visual content is more effective

One of the biggest challenges in the real estate industry is finding ways to advertise a property so that it catches the eye of a potential buyer.

Instagram makes it easier for real estate professionals to do this. Research shows that real estate listings with a video get 403% more inquiries than those without one.

Instagram helps you expand your network

Instagram’s messaging and commenting features make it easy to connect and build relationships with potential customers.

When you prioritize responding to direct messages and comments, it shows your followers that you care about what they have to say.

This also ensures that you are top of mind when your followers need a brokerage or real estate agent.

Easily gain insights into your target market

Instagram Insights is a great built-in analytics tool that shows you what kind of content resonates most with your followers.

Not only does this data help your brokerage better understand how followers engage with your account, but it also allows you to see which content they have interacted with the most.

Instagram’s analytics can also track:

How many people view your real estate Instagram posts and Stories.
How many people interact with your content, for example, through swipe up links, question stickers, and more.
The type of content your audience engages with, which may include clicking on your links, liking your posts, or using question stickers.
People who click through your content and don’t engage with it.
Which accounts are being reached and how many of them already follow you.
How viewers find your content (e.g. via the Explore page, relevant hashtags, Instagram Stories, etc.).

These insights are valuable because they help you to adapt your real estate marketing strategy according to what is driving your audience’s engagement.

This will save you time and money by ensuring that you create and post content clients will enjoy.

You get more sales and marketing options through Meta

One of Instagram’s biggest advantages for real estate professionals is that it integrates directly with Meta Business Suite, Meta’s all-in-one platform for managing Facebook and Instagram marketing.

This connection allows you to handle your entire social media strategy from one place, including content scheduling, advertising, and performance tracking.

With Meta Business Suite, you can:

Create and manage ads across both Instagram and Facebook, reaching more buyers and sellers.
Access detailed insights about engagement, reach, and conversions to understand what drives results.
Retarget potential clients by showing new listings to users who’ve already interacted with your posts.
Schedule and publish posts for both platforms to save time and maintain consistency.

5 Brokerages That Make Instagram Work for Them

If you leverage Instagram correctly, you’ll drive huge results for your real estate brokerage.

In the section below, we’ve compiled a list of real estate Instagram accounts that are making the most out of Instagram to help inspire some ideas for your own page.

1. Wall Street Journal Real Estate (@wsjrealestate)

Although The Wall Street Journal (WSJ) is a media outlet, it uses Instagram to promote the publication’s luxury real estate listings.

By using professional photography to capture each property’s best features, the WSJ gives its followers a personalized look into the listings.

The WSJ also makes use of informative captions to share key details about each property.

This includes where the property is situated, its listing price, some of its most notable exterior and interior features, as well as where interested buyers can go to find out more.

The WSJ posts at least once or twice each day. This ensures that there is a consistent stream of content on their followers’ feeds, enabling maximum engagement potential.

Similar properties have also been grouped into easy-to-access highlight Reels at the top of the WSJ’s page. This allows potential clients to find the information they need, hassle-free.

2. The Oppenheim Group (@theoppenheimgroup)

With over 600,000 followers, The Oppenheim Group has one of the top-performing real estate Instagram accounts.

The group uses its account to take potential clients on a journey through each property, with beautiful photographs and informative captions.

The Oppenheim Group also advertises its new listings alongside posts of properties it has recently sold, showing followers how successful each real estate agent is.

The group also posts press releases and shares some of the latest news in the real estate industry.

This helps keep their followers informed about the latest trends in the market, such as property prices and sales figures.

Not only does this establish the group as a trusted source of industry news, but it also helps their clients make better-informed decisions about their real estate purchases.

3. Barry Cohen Homes (@barrycohenhomes)

The Barry Cohen Homes group uses high-end photography and follows a similar post format to maintain their Instagram feed.

Photos of their luxury properties usually include highlights of each listing. This ensures that potential clients can get all of the information they need at a glance.

They use relevant hashtags to ensure their content reaches people who search for it.

The group also posts testimonials from its happy customers. This shows the group’s followers that its real estate agents are successful and that customers enjoy working with them.

The Barry Cohen Homes Group has also added similar topics into highlights at the top of their page.

Here, they showcase more success stories, available listings, and industry news, giving followers access to the latest local real estate trends.

4. Nob Hill Compass (@nobhillcompass)

Nob Hill Compass, a San Francisco–based real estate team under the Compass brand, uses Instagram to create a strong visual identity and highlight the character of the neighborhoods they serve.

Their feed combines sleek branding with genuine storytelling. Instead of focusing solely on listings, they balance property posts with behind-the-scenes content, community spotlights, and team features.

Each post is carefully branded using the team’s signature color palette, clean typography, and concise captions that highlight what makes each property or neighborhood special.

The result is a cohesive, professional feed that reinforces trust and expertise.

Nob Hill Compass also makes great use of Reels and carousel posts to drive engagement.

Short video tours, quick market updates, and neighborhood features help their content reach new audiences while positioning them as local experts in the Bay Area.

3. The Real Brokerage (@realbrokerage)

The Real Brokerage uses Instagram to showcase its nationwide network of agents and its modern, technology-first approach to real estate.

Their feed blends agent spotlights, short Reels featuring behind-the-scenes moments, and educational content about market trends, leadership, and professional growth.

Many posts celebrate agent milestones like closings, awards, and new partnerships, reinforcing the company’s culture of collaboration.

The Real Brokerage manages to feel personal despite its scale. Its Instagram presence connects agents from across the country while giving followers insight into what it’s like to work with or for the brand.

Clean, consistent visuals and concise, motivational captions give the account a professional yet approachable tone.

Instagram for Real Estate Agents: 13 Tips for Making the Most Out of Your Account

Although there are many benefits to using Instagram, none of them will matter if you don’t know how to use your account’s features to your advantage.

There are many ways to optimize your Instagram account and its content, especially if you are running a business profile. In the section below, we explain how.

1. Switch to a professional account

Once you’ve created an Instagram profile for your real estate brokerage, make sure that you switch from a personal profile to a professional account.

Here’s a step-by-step guide that shows you how to do this:

A professional account gives you access to some of Instagram’s best marketing tools that can help you grow your page and direct traffic to your real estate brokerage’s website.

Let’s take a closer look at some of these Instagram marketing features below.

2. Use links and stickers

Adding links to your Instagram Stories makes it easy for followers to access important content like new listings or booking pages, without having to visit your profile or website first.

Link Stickers are tappable stickers you can place on a Story to share a clickable link. When a viewer taps the sticker, they’re taken straight to the page you’ve linked; this might include a property listing, booking form, or free guide.

Here’s how to add one:

Create a Story as usual. This could be a new property photo, short walkthrough, or market update.
Tap the sticker icon at the top of the screen.
Select “Link.”
Paste the URL you want followers to visit.
Customise the sticker text. For example, “book a viewing” or “see this home”, to make your call to action clear.

Because Link Stickers are easy to spot and can be placed anywhere on your Story, they’re a simple way to drive traffic directly to your site or listings.

Combine Link Stickers with interactive story tools like polls or question boxes to increase engagement.

For instance, post a poll asking “would you live here?” and add a Link Sticker to the property page.

3. Always boost posts

Instagram’s Boost feature lets you turn a regular post into a paid ad that appears in other users’ feeds, Reels, Explore pages, and even their Stories.

It’s one of the quickest ways to reach new audiences and promote key content such as property listings, open houses, or market updates.

Here’s how to do it effectively:

Choose a post that’s already performing well. You can find this by checking engagement data in Instagram Insights.
Tap Boost Post and set your goal. This might include getting more website visits or profile views.
Define your audience: You can target by location, interests, or demographics to reach buyers and sellers in your market area.
Set your budget and duration, then preview how the ad will appear before launching it.

Start with a small daily budget to test what types of posts attract the most engagement. You can then scale up the campaigns that generate the best results.

Boosting posts has proven to be effective, with 50% of users reporting visiting a website to make a purchase after seeing it on their Instagram Stories.

When to use Boost vs. Meta Ads Manager

While boosting is quick and simple, it’s not the only way to advertise on Instagram.

Because Instagram ads run through Meta’s advertising platform, you can also create and manage campaigns directly in Meta Ads Manager.

Understanding how these two options differ helps you choose the most effective approach for your marketing goals.

Use Boost for quick promotions: For example, showcasing a new listing or announcing an upcoming open house. It’s simple, fast, and ideal for testing what resonates with your audience.

Use Meta Ads Manager when you want more control: Meta allows you to control targeting, budget distribution, or run multiple ad variations. It’s better suited for long-term campaigns, lead generation, and retargeting people who have already visited your website.

Boosted social media posts help your brokerage gain visibility quickly, build awareness with local audiences, and drive more qualified leads to your listings.

4. Add your brokerage’s contact details

A professional Instagram account lets you add contact buttons directly to the top of your profile, making it simple for potential clients to get in touch with your brokerage.

This feature enables followers to contact you without leaving the app. It’s an easy way to turn profile visits into conversations that can lead to new listings or buyer leads.

Instagram currently allows up to four contact methods on your business profile:

Call: Add your brokerage’s main phone number.
Email: Direct inquiries to your central inbox or lead-management email.
Directions: Link your office location via Google Maps or Apple Maps.
Text message: Optional for brokers who prefer quick SMS contact.

Once added, your contact buttons will appear just below your bio and above your posts, giving followers an instant way to reach your team.

We recommend using a monitored email address and phone number that routes inquiries directly to your office or CRM, so no lead goes unanswered.

5. Optimize your bio to reflect your real estate business

Your Instagram bio is often the first thing potential clients see when they visit your profile, so it should help visitors instantly understand your business.

A clear, keyword-rich bio not only builds trust but also helps your profile appear in relevant searches on Instagram.

Here’s how to make yours stand out:

Tell people who you are and what you offer: For example: “Helping Denver buyers find their dream homes and sellers close with confidence.”
Add your location: Include your city or state so local clients can find you more easily.
Make it easy to read: Use emojis or line breaks to organize information clearly, but keep it professional.

Instagram only gives you one clickable link in your bio, so use it well. This link is one of your best opportunities to drive traffic and capture leads directly from your profile.

If you want to send followers to multiple destinations, then use a bio link tool like Linktree or Beacons. These tools create a simple landing page that lists several links under one URL.

Brokers and agents typically use them to link to:

Active listings.
Consultation booking forms.
Free resources.
Their brokerage website.

6. Choose a clear and consistent brand voice

Your real estate Instagram account should clearly reflect your brokerage’s identity and values.

That’s why it’s important to establish a consistent brand voice before you start posting.

Your brand voice should guide everything from your captions to your visuals. It helps followers immediately recognize your content, and builds trust over time.

Think about what you want your audience to take away from your posts.

If your goal is to help buyers find their first home, focus on approachable, educational content like first-time buyer tips or budget-friendly listings.

If you specialize in luxury real estate, keep your tone refined and aspirational, and use high-quality photography or video to reflect that.

Consistency is key. Use your brokerage’s visual identity and maintain the same tone of voice across posts, Reels, and Stories so your audience always knows it’s you.

Authenticity matters, so let your team’s personality show through your captions and videos. This helps humanize your real estate brand and makes your brokerage more relatable.

7. Humanize your real estate business

Showing the human side of your brokerage helps followers see the real agents and stories behind every transaction.

Share content that highlights your team, clients, and community involvement to build trust and make your brand more relatable. Here are a few ideas:

🎥 Introduce your team: Use Reels or Stories to show agents talking about what they love most about real estate or their favorite part of your city.

🏡 Celebrate client wins: Post photos or videos of happy homeowners (with permission) when they close on a property. Add a short caption telling their story.

🤝 Show your community roots: Share local events, neighborhood highlights, or charity work your brokerage supports.

💬 Engage directly: Use Story features like polls or Q&As to answer buyer and seller questions in real time.

Don’t worry about producing polished videos. Short, genuine clips filmed on a phone often perform better and help followers feel like they’re getting to know the real you.

8. Plan your content

Growing your real estate Instagram account requires a clear content plan and consistent posting schedule.

Planning ahead helps you stay organized, maintain your brand voice, and keep followers engaged.

Start by defining content buckets, themes you’ll rotate through regularly, such as:

Listings and tours: Showcase new properties with photos, Reels, or quick walkthroughs.
Educational real estate tips: Offer advice for buyers and sellers, or short market updates.
Client stories: Highlight testimonials or successful closings.
Local lifestyle: Post about nearby restaurants, schools, or events.
Behind the scenes: Show your team in action to build authenticity.

Tools like Planoly, Later, or Buffer let you schedule posts, preview your feed, and ensure every post fits your brand style.

Many now include built-in analytics and AI caption suggestions to help you save time and improve engagement.

We recommend reviewing your Instagram Insights each month to see which content types get the most saves, shares, and comments.

Use that data to adjust your plan so your next month’s posts perform even better.

In the sections below, we’ve outlined a few content ideas that will help kickstart your real estate Instagram account.

9. Use high-quality photos and videos to showcase your listings

High-quality photography and video immediately capture attention and help clients picture themselves in the homes you’re selling.

Professional photos are still essential. Well-lit, sharp images make your listings look polished and trustworthy.

But Instagram has become a video-first platform, meaning short clips and Reels are now just as important.

Record quick 15- to 30-second walkthroughs that highlight the flow of a space or unique property features, and use natural light whenever possible.

A great example is Breitenbach Advisory, which combines professional photography with short video tours to give followers a more immersive viewing experience.

By pairing multiple photos with a short clip, they create a “virtual tour” that helps potential buyers decide whether to book a showing.

It’s a good idea to film vertically for Reels, keep clips under a minute, and hold peoples’ attention by focusing on one point per video, like a kitchen, backyard, or view.

Once you’ve mastered creating high-quality visuals, use them strategically through Reels and Stories that build ongoing engagement.

10. Post Reels and Instagram Stories That Cover a Range of Topics

For real estate professionals, Instagram Reels are one of the most effective ways to build visibility and connect with potential clients.

Use Reels and Stories to share quick, engaging content such as:

Property tours: Show off listings, open houses, or “just sold” moments.
Client stories: Share brief testimonials or closing celebrations.
Market updates: Explain trends or give neighborhood insights in under 30 seconds.
Behind the scenes: Show how your team stages homes or prepares for a showing.
Community highlights: Feature local cafés, parks, or schools to position yourself as a neighborhood expert.

Short-form videos perform well because they feel personal and educational. In fact, 90% of people asked said that explainer videos influenced their purchasing decisions.

The same applies to real estate. A quick, authentic clip can make followers feel ready to take the next step.

Post Reels regularly (two to three times a week) and Stories daily if possible. Use Link Stickers, polls, or Q&As to make your Stories interactive and encourage followers to ask questions or book a showing.

11. Use key trends and real estate education to inform your followers

Are there any noticeable trends that gain traction among homeowners in the local community?
Do you have design tips or decorative items that people just can’t get enough of?
Is there one thing that every new homeowner should know?

If so, tell your followers about it. Showing users that you’re up to date with the latest industry trends helps establish your brokerage as a trusted source of information.

It can also help potential buyers to better understand the local market and refine what they are looking for.

For example, The Elmes Group uses its platform to educate its followers on what’s happening in the real estate industry.

The group posts about topics like sales figures, travel, and housing market stats.

This gives The Elmes Group an edge over its competitors because it teaches their followers something that they might not have had access to on other accounts.

12. Post at the right time

When you post matters almost as much as what you post. The Instagram algorithm prioritizes content shared when followers are active, so timing your posts can significantly increase engagement.

Recent 2025 data from Sprout Social and Iconosquare shows that posts generally perform best, especially between 10am and 3pm, Monday to Thursday.

Engagement also tends to spike during morning commutes (7–8am) and after-work hours (4–8 pm.), when users are most likely to scroll through their feeds.

Weekends, on the other hand, typically see lower engagement for professional and business accounts.

Use these trends as a guide, but always check your Instagram Insights to see when your own followers are most active.

Every audience behaves differently, and testing your timing over a few weeks will help you find the posting schedule that works best for your market.

13. Don’t just talk business

People like to work with those who they know. It’s therefore nice to show some personal content or non-real estate work your staff and agents do.

This will help improve your brand by showing you care about friends, family, and your community. It will also help stimulate conversation with the locals.

Things you could post about include:

Your personal life
Upcoming community events
Any community service your staff have been involved in
A funny meme
Recommend a local restaurant
A recent team event

Start Growing Your Real Estate Brokerage Today

Ensuring that your real estate brokerage’s profile stands out on Instagram takes time and effort.

Although thousands of followers won’t appear overnight, a good social media strategy will see you post consistently on Instagram and help your account gain traction.

Following the suggestions we’ve set out in this article will help you get the most out of your Instagram account and drive traffic to your website.

Remember, creating an account for your real estate agency may be one of the best steps you can take towards expanding your reach and client base.

If you’re ready to build on that momentum, Paperless Pipeline can help you simplify the rest of your brokerage’s workflow, from transaction management to compliance and commission tracking.

Try Paperless Pipeline free for 14 days and see how easy it is to manage more deals while focusing on growing your business.