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5 Creative Ways to Use Instagram Stories for your Luxury Real Estate Brand

by Katie Russell | Aug 13, 2019 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Luxury real estate brands are capitalizing on Instagram Stories to highlight property features and give followers an inside look at what sets them apart.  

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Highlights: 

• With such a highly visual platform comes the challenge of standing out from other luxury real estate brands. 
• Stories helps boost reach and engagement by giving users ways to engage with your content. 
• Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts.

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Instagram is a natural fit for real estate marketing. And with the growing popularity of Instagram Stories, marketers are increasingly using this feature to highlight their properties and luxury real estate brand. When implemented as a part of a robust digital marketing strategy, Instagram Stories is an ideal place to showcase your latest projects. 

But with such a highly visual platform comes the challenge of standing out from other luxury real estate brands. If you want to generate leads, increase ROI, and ultimately close deals, you’ll need to think outside of the box.  

Here are five creative ways to use Instagram Stories for your luxury real estate brand 

1. Go behind the scenes

Because of the informal feel of Instagram Stories, it’s a great place to highlight your luxury real estate brand and give viewers a behind-the-scenes look at your property. This intimate view into what makes your brand unique helps build engagement and brand loyalty. 

Some ideas to showcase your luxury real estate brand include: 

• Highlight premier features of your property 
• Snap a picture or short video at local restaurants, bars, and events by your property 
• Upload an image of an office brainstorm or staff meeting 
• Feature new marketing ideas or things your staff are working on

2. Engage

I recently read that Instagram algorithms can make organic reach difficult, which means that engagement can be a challenge. But Stories helps boost reach and engagement by giving users ways to interact with your content. Ask viewers a question or create a poll to encourage audiences to share thoughts with your brand. What’s your favorite feature in the new penthouse unit? What color should we paint our office door? What videos do you find most appealing. And when audiences respond to your questions or polls, make sure you re-engage with them. 

3. Highlights

Looking to get more shelf life out of your Instagram Stories? Try using the Highlights tool.  

“Instagram Stories Highlights can live permanently on your profile. They’re like curated collections of Instagram Stories that your followers — both old and new — can tap into and watch any time they like. 

“And because of their prime location directly under your bio and above your Instagram feed, it’s the perfect place to direct followers to your most valuable and interesting content,” writes Benjamin Chacon for Later.com.  

Highlights is a great tool for gathering several of your most engaged stories and blog posts, and organizing them by topic. For example, your luxury real estate brand can create different highlights for property features, neighborhood information, and office culture. Viewers can easily sort through your content based on their personal needs. 

4. Be visual

56% of marketers said they use visuals in their content almost 100% of the time. Instagram called the feature “Stories” for a reason. Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts. Visual content has significantly higher engagement rates, so get your camera ready. 

5. Luxury branding

Instagram Stories leverages two things today’s buyers love: beautiful images and engaging videos. The tool extends a brand’s audience, shows the ins and outs of what makes your brand unique and promotes engagement with your Stories, as well as your Instagram posts. All of these elements develop brand awareness and, hopefully, brand loyalty. 

Final thoughts 

I’ve heard some luxury real estate brands are hesitant to use Instagram Stories, because of the informal vibe of the tool, something that’s not usually synonymous with luxury real estate. But as Instagram continues to grow in popularity, it’s important for brands to follow their audiences.  

Remember, Instagram Stories is just one part of your dynamic digital marketing strategy. Have fun with the tool, experiment with posts including videos and pictures, and see what followers engage with the most. You might be surprised how well your Stories perform. 

Still hesitant about getting started? Let us help. 

Related posts: 

• Measure Social Media Success in Terms of Potential, not Dollar Amount 
• How to Use Social Media Hashtags in Real Estate Marketing 
• How to Use Instagram for Real Estate Marketing 

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Contact Us

by Kate Lee | Jul 25, 2013

Contact Us If your business is looking to create, update, or outsource your digital marketing, Fronetics Real Estate can help. Contact us by phone or email, or complete the form below and give us a brief description of your interests and needs. We will be in contact...

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Careers

by Kate Lee | Sep 21, 2013

Careers Fronetics Real Estate is a digital and content marketing firm focused on marketing real estate. We are known for our content marketing expertise, industry knowledge and foresight, and our collaborative approach to working with our clients. We are only as good...

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Top Real Estate Marketing Trends 2019

by Katie Russell | Nov 19, 2019 | Blog, Content Marketing, Current Events, Real Estate Marketing | 0 comments

Here are the top real estate marketing trends for 2019, including video, personalized content, and authenticity.

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Highlights:

• The popularity of video is still on the rise. Part of what makes video such an appealing form of content is its shareability, which drives organic traffic.
• Marketers should use social media platforms to engage with followers through compelling content.
• Foster creativity in your content through benchmarking and researching competitors.

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It’s the start of a new year, and that means savvy marketers are looking to stay ahead of the curve. These top real estate marketing trends are what we see coming for 2019.

1) It’s all about the video

We can’t stress it enough: video is here to stay, and it’s time your business starts embracing it.

Part of what makes video such an appealing form of content is its shareability, which drives organic traffic. Creating appealing, engaging video is an ideal way to make your target audience material to share with their network, with the potential to expand your reach exponentially.

2) Social media users are craving authenticity

Let your social media platforms be places where you engage your followers through compelling content that says something about the culture of your business and your passion for real estate.

3) Keep it personal

Much as users are seeking authenticity from marketing on social media, your potential clients will respond all the better to personalized content and relationship-building. Whenever you can, add a personal touch to your communication with your audience.

4) Get creative

One thing we can say for certain about the new year, and the future of real estate marketing going forward, is that creativity is going to be key. Being aware of trends, benchmarking your marketing efforts against those of your competitors, reading industry blogs, and listening to your client-base are just a few key ways to foster creativity.

To learn more, visit us at froneticsrealestate.com

Related posts:

• Infographic: Real Estate Marketing Trends 2018
• 6 Signs It’s Time to Consider Outsourcing Your Real Estate Marketing
• A Visual Guide to Social Media Posting Frequency for Real Estate

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4 Types of Content Real Estate Marketers Need to Be Using

by Elizabeth Hines | Oct 2, 2018 | Blog, Content Marketing, Real Estate Marketing | 0 comments

As the real estate industry shifts, it’s time for marketers to shift with it. These four types of content are keys to marketing real estate in the digital age.  

The real estate world has seen seismic shifts over the past few decades. Yet, it has been slower to change than other industries, which have been transformed nearly beyond recognition as the Internet continues to radically alter the way business is done.  

The real estate industry is primed for innovation, particularly when it comes to marketing. As technology and digital media keep growing at unprecedented rates, real estate marketers have an opportunity to start putting different types of content to use to engage potential buyers and renters.  

However, many are still slow to adopt content marketing. According to real estate investor Zamir Kazi, “Far too many in the real estate space simply still don’t get it when it comes to content marketing. I see so many still relying on old school methods vs. things such as social media, blogging and so on.” 

For those willing to take advantage newer modes of marketing, the opportunities are vast.  

If you’re a real estate marketer, consider making these four types of content part of your strategy: 

1. Educational Content 

You’ve probably heard the phrase “educational content” tossed around in discussions of content marketing, particularly in other sectors. Content that educates is highly preferred by buyers across the board and supports a fundamental principal of content marketing: your most valuable commodity is not your properties, but your expertise and thought leadership. 

Creating content that educates your audience — for example, a piece about finding investment opportunities for your target client-base — establishes you as a trusted source of useful information. And it means your readers are far more likely to become your clients. 

2. Branded Content 

Creating effective branded types of content is all about ensuring that your audience is “consistently seeing your name, style, and thoughts,” while avoiding “being too promotional and one of those spammy real estate-types,” writes Forbes contributor Steve Olenski.  

James Becker, CEO and founder of Fusion Growth Partners, suggests that the “story” of a brand should be at the root of all content and marketing efforts. “An agent’s story, if expressed well, conveys in an immensely impactful way, insight into that individual’s character, passion and commitment to their clients,” he says. “The story can create an almost tangible expectation for the reader to the level of service and authentic connection they will receive as a client.” 

3. Email Content

Getting email content marketing right can be tricky. Of course, step one is gathering an email list. Olenski suggests that “When you think about your email marketing strategy, your first thought should be: ‘What content or experience can I create that will make someone give me their email?’” 

Once you’ve established a list of emails, you can experiment with different types of content, and refine your list, segmenting it into different buyer types. Email marketing is a great place to experiment with automation. 

4. Entrepreneurial Content 

“Real estate is similar to entrepreneurship in that it requires sourcing projects and adding value through the process,” writes Olenski.  

For example, according to Joe Pierson, CEO of BigKeyRealestate, “Agents should try to tap into the huge income potential of people who work in tech by framing real estate as an entrepreneurial endeavor suitable for their backgrounds. This is definitely difficult for the average real estate agent to do, but could open up a wealth of new buyers to work with.” 

The bottom line is that content marketing is about generating value for customers and finding the types of content that cement your reputation as a trusted knowledge-source. 

Related posts:

• Using Content Marketing to Market and Sell Luxury Real Estate
• 4 Types of Content You Need to Sell Real Estate (Besides Listings)
• 4 Real Estate Marketing Trends 2018