Real estate agents can utilize a variety of digital tools to market their listings and advertise their services. Many use social media to connect with their target audiences and highlight what they can offer to clients. This guide to Instagram ads can help determine whether they’re worth it for your business.

What Are Instagram Ads?

Instagram ads are sponsored posts within Instagram, a popular photo- and video-sharing social media platform with over a billion reported monthly active users. These posts appear throughout the app, including in users’ feeds, and include features such as links and CTA buttons. The average user of this platform spends nearly an hour a day browsing through their feed. The amount of time spent on the app directly correlates with the number of ads a user sees. Real estate agents can take advantage of the widespread global appeal of this platform by targeting specific areas or demographics.

Utilizing Visual Features

In the real estate world, visual resources can make a significant difference in the eyes of those who see them. Creating real estate Instagram ads that incorporate beautiful homes with stunning photos and informative details can appeal to someone who might be thinking about buying or selling real estate. Capturing the visual elements of real estate can also help to establish trust and encourage potential clients to reach out to the agent who shared the ad.

Targeting Ads

Facebook and Instagram, both owned by Meta, each serve a specific audience. The user base of Instagram tends to be younger than Facebook’s demographic. Nearly three-quarters of Instagram users are between the ages of 18 and 29. However, the majority of Facebook’s users fall in the age range of 30 to 65. A realtor can use Instagram to connect with a younger group of users, which is appealing to those whose target audience fits into that category.

Instagram also allows users to create targeted ads based on location. For a real estate agent, the correct location is essential for finding clients, as properties are specific to a region. If an agent wanted to market a house for sale in a specific neighborhood, they could use the location-targeting functionality to get the ad in front of people who live in the same or neighboring ZIP codes.

Budgeting for Ads

Instagram ads typically need to run for a duration of time before contributing positive results. One of the common Instagram ad mistakes is not running it for a long enough period. When setting an Instagram ad budget, it’s helpful to plan an ad length of at least six to 12 months. A long-term ad campaign on this social media platform will increase its exposure and allow the real estate agent to engage with potential clients and interested parties.

Real estate agents who take advantage of tools to utilize Instagram effectively can see positive results from their efforts. Marketing in real estate can be competitive and often challenging, so using the available platforms and resources can help an agent stand out and reach a wider audience.