Behind the Scenes: Crafting Captivating Instagram Content for Real Estate Agents and Loan Officers

This is probably the number one question I get asked – “WHAT DO I POST ABOUT?”.

Welcome to a behind-the-scenes look at how I create captivating Instagram content specifically for my real estate agents and loan officers clients. I’ll share my creative process that you can use as well to determine and reach your target audience on Instagram.
Understanding Your Audience: Before diving into content creation, it’s crucial to understand your target audience. I take time to understand my social media management clients specific niche and who they want to reach. I create an avatar (not the blue thing from the movie but an ideal client that needs info via Instagram) for each of my SMM clients – aka who they want to reach. For example, a real estate agent may want to focus only on sellers in a certain area. Or they may want to focus on clients that are ready for their next home and turning their current home into a rental. A loan officer may help first time homebuyers as their speciality or even focus on helping Veterans with their VA financing. I then step into that avatar shoes and see what they need, who they follow on Instagram, what are they searching for. By identifying their needs, preferences, and pain points, I can create content that resonates with them on a personal level.Content Planning and Strategy: My content creation process begins with thorough planning and strategy. I conduct research to identify trending topics, popular hashtags, and relevant keywords in the real estate industry. This helps me stay informed about the latest market trends and ensures that my content remains timely and relevant.

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I schedule time in my calendar for research, client meeting to discover upcoming events (gala’s, networking, birthdays, open houses, etc), reel scripting, creating content, sending to client for review, revisions, posting. ALL of it. But I find when I have time scheduled for each of these and each client – it makes sure things get done on time and done well – aka not rushed and put together just to post.

Creative Content Ideas: When it comes to creating captivating Instagram content, creativity is key. I brainstorm unique ideas that showcase the personality and expertise of my clients, whether they’re real estate agents showcasing stunning properties or loan officers offering valuable financial advice.

Some creative content ideas include:

• Virtual property tours
• Client testimonials and success stories
• Q&A sessions with industry experts
• Tips for first-time home buyers or sellers
• Before-and-after transformations of properties
• Behind-the-scenes glimpses of my daily routine

Visual Storytelling: Instagram is a visual platform, so compelling imagery is essential for capturing your audience’s attention. I focus on branded colors that are recognizable as being consistent, painting a virtual picture using homes in background shots with education on the image about a niche topic, and helping my client be relateable. My favorite business 101 line: People want to do business with people. By telling a visual story through my content, I can create a memorable experience for my audience and build a strong connection with them.
Optimizing Your Instagram Bio: Your Instagram bio is your digital storefront, so it’s essential to make a strong first impression. I optimize my clients bio with relevant keywords, a clear call-to-action, and a compelling description that highlights their unique value proposition. By crafting a bio that speaks directly to your target audience, I can attract potential home buyers and sellers and encourage them to engage with my content. When someone lands on your Instagram page – you want to compel them to follow and stick around a while.

I hope you found this behind-the-scenes look insightful and inspiring. Remember to message me and “Ask Carrie” your social media questions and I’ll answer them next!