Instagram has evolved from a photo-sharing platform to a core business engine for real estate professionals. More than 60% of real estate professionals use Instagram, according to the National Association of Realtors’ 2024 technology survey.
Still, many professionals struggle to consistently post content that balances value, personality, and lead generation. To help, we’ve curated 50 high-impact Instagram content ideas, supported by Luxury Presence’s proprietary research and client success data.
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Why Instagram matters now more than ever
Real estate agents are navigating a rapidly changing industry. According to Luxury Presence’s 2024 State of Real Estate Marketing Report, social media and business websites have swapped places in terms of priority. While social media dominated in 2023, over half of respondents said their business website is now their most important marketing vehicle in 2024, with Instagram remaining the leading social platform.
Meanwhile, 35.6% of agents ranked generating higher-quality online leads as their top marketing goal in 2024. Another 21.7% named personal branding. Instagram sits at the intersection of these two priorities, making it an essential platform for reaching today’s buyers and sellers.
Free social media templates
Ready to execute on these strategies but need a little design help? Our expert social media team put together three sets of engaging, on-brand post templates you can customize and deploy today.
Understanding Instagram formats
To make the most of your Instagram content, it’s important to understand the different post types available — and when to use them. Each format serves a unique purpose, whether you’re showcasing a listing, sharing market insights, or building a personal connection with your audience.
Reels
What they are: Short-form vertical videos up to 90 seconds in length (though some users now have access to longer Reels).
Best for: Capturing attention quickly, highlighting personality, or creating viral, shareable content.
Use it for:
- Property walk-throughs or neighborhood tours
- Quick tips for buyers or sellers
- Behind-the-scenes footage
- Personal branding moments
Why it matters: Reels are Instagram’s most discoverable format, often pushed to non-followers via the Explore feed. High-GCI agents are more than twice as likely to use video consistently.
Carousels
What they are: A series of up to 10 images or videos that users can swipe through in a single post.
Best for: Education, storytelling, or multi-step explanations.
Use it for:
- Step-by-step buying or selling guides
- “Before and after” listing photos
- Market statistics and data visualizations
- Listing highlights (one slide per feature)
Why it matters: Carousels encourage users to spend more time on your post — signaling higher engagement to Instagram’s algorithm and increasing your reach.
Stories
What they are: Temporary content that disappears after 24 hours (unless saved to Highlights).
Best for: Real-time updates, informal content, or direct audience engagement.
Use it for:
- Open house reminders
- Polls, quizzes, or “Ask me anything” Q&As
- Quick listing announcements
- Behind-the-scenes snapshots
Why it matters: Stories are great for nurturing relationships and increasing visibility with your existing followers. They’re perfect for daily check-ins without cluttering your feed.
Feed posts
What they are: Standard single-image or video posts that appear on your main profile grid.
Best for: High-quality visuals and permanent content.
Use it for:
- Just listed/sold announcements
- Testimonials or client spotlights
- Local lifestyle photos
- Professional milestones
Why it matters: Your grid is your visual résumé. Prospective clients often view your profile before reaching out, so keeping it current and professional helps build trust.
Instagram Live
What it is: Real-time, interactive video broadcast to your followers.
Best for: Relationship building, thought leadership, or hosting interviews.
Use it for:
- Virtual open houses
- Market updates with Q&A
- Conversations with lenders, stagers, or other partners
- Recaps of community events
Why it matters: Live content deepens engagement and can boost your visibility. Followers receive a notification when you go live, helping cut through the algorithm noise.
Highlights
What they are: Saved collections of Stories that live permanently on your profile.
Best for: Organizing evergreen content by theme.
Use it for:
- About you and your services
- Buyer and seller resources
- Featured listings
- Client testimonials
Why it matters: Highlights function like a website menu. They give new visitors a curated way to explore your expertise and personality.
50 content ideas for real estate professionals on Instagram
Whether you’re aiming to boost engagement, build trust with your audience, or generate high-quality leads, these 50 Instagram post ideas are designed to help real estate professionals stay visible, valuable, and ahead of the curve.
Show your expertise
View this post on Instagram
- Market update video with local statistics
- Carousel post explaining the buying process
- IG Reel on how interest rates impact buyers
- Local zoning or permitting Q&A
- Before-and-after listing transformations
- Map of hot neighborhoods to watch
- A day-in-the-life walkthrough
- Behind the scenes of a listing prep
- Common myths about real estate, debunked
- Quick tips for staging a home
Highlight your listings
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- Drone footage of a featured property
- “Just listed” spotlight with storytelling caption
- “Under contract” success post
- Sneak peek of an upcoming listing
- Buyer testimonial paired with listing photos
- Walkthrough teaser using Stories and Highlights
- “Feature Friday” to showcase one listing amenity
- Weekly roundup of active listings in a carousel
- Side-by-side comparison of professional vs. smartphone photography
- Share floor plans or virtual tour links
Build your brand with lifestyle content
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- Favorite local coffee shop or restaurant shoutout
- Share your morning routine or workday rituals
- Weekly book or podcast recommendation
- “Why I got into real estate” post
- Team or brokerage culture moment
- Throwback to your first closing
- Personal hobby or interest reel
- Holiday décor tips or festive local scenes
- Favorite local dog parks or kid-friendly spaces
- “Meet the agent” carousel or Q&A session
Engage your community
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- Ask followers what they love most about their neighborhood
- Poll: Which kitchen design do you prefer?
- Client appreciation event recap
- Instagram Live walkthrough of a new listing
- Local charity or community initiative spotlight
- Pet of the week feature
- Collaborate with a local business or influencer
- Showcase upcoming local events
- Invite followers to submit questions for a Q&A
- Celebrate follower milestones with a giveaway
Drive lead generation
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- Promote your newsletter or home search tool
- “Want to know your home’s value?” with a valuation link
- Share your latest blog post or neighborhood guide
- Carousel of tips for first-time buyers
- “3 reasons to list before summer ends”
- “Schedule a free consultation” with a booking link
- Call to action highlighting your CMA offer
- Showcase a seller success story with metrics
- Promote your referral program
- Share contact options with CTA: “DM me to start your home search today”
What top producers are doing differently
According to Luxury Presence’s proprietary research, the most successful agents go beyond just “posting” — they build systems and strategies around their digital presence. High-GCI agents were significantly more likely to invest in video, post consistently, and produce content aimed at building their personal brand.
In fact, agents using five or more different platforms to market their listings, including Instagram, earned an average of $4 million in GCI. That’s double the income of those using only three or four platforms.
What’s more, Luxury Presence clients tend to outperform industry benchmarks. In 2024, our clients closed more than $300 billion in real estate transactions. On average, they completed nearly 25 transactions and $24 million in volume per agent, nearly 10 times the national average.
Start creating, keep connecting
In an industry where visibility equals viability, Instagram is more than a branding tool — it’s your digital handshake. Whether you’re showcasing listings, educating buyers, or connecting with locals, your content has the power to drive real business growth.
If you’re ready to amplify your digital presence, Luxury Presence offers the tools, strategies, and support that the top 0.5% of real estate professionals trust. From AI-powered website experiences to branded lead generation systems, we make sure your social media efforts are backed by world-class infrastructure.
Get the platform that drives results.
Agents using Luxury Presence grew sales nearly 2x faster than their peers, increased sold listings by 6%, and closed over $300B in transactions. Ready to grow your business? Let us show you how.
