There’s a platform gaining major market share as the preferred local search engine among people aged 18-34…

It’s Instagram. (Google, we still love you!!)

Here’s why that’s good news: You can use Instagram to attract, build trust, and do business with your ideal client.

First, we’ll need to identify WHO you're trying to attract (your ideal client). Then, I really want you to go DEEP in understanding 

A Tampa resident, currently renting, 27-33 years old, saving for their first home, active and outdoorsy, dog owner.

Biking, fitness, music, casual & healthy restaurants and happy hours.

At dog parks, fitness studios, nature trails, casual eateries, and music venues.

Next, let's identify the content pillars (aka overarching themes) that your ideal client would find relevant. For this ideal client, I would use:

 - to attract your ideal client to your Instagram page

 - to establish yourself as knowledgable resource for your ideal client

 - to build trust and relatability with your ideal client

Now for the fun part, let's come up with topic ideas for each content pillar that *really* speak the language of your ideal client using keywords they might be searching on Instagram.  (P.S. this is where 

The best views for a summer sunset in Tampa

Summer bucket list: Rooftop happy hours in Tampa

Get lost with me on a Saturday afternoon in Tampa

On a free weekend, I’m biking these trails in Tampa

These Tampa establishments can’t wait to meet your dog

5-star staycation destinations under 1 hour from Tampa

Houses under [average list price] in Tampa

Tampa loan programs that made homeownership within reach for my clients

Calculate your magic number for buying a home

The playbook that saved my first-time buyers' sanity

My buyers earned money while saving for a home (the beauty of a high yield savings account)

Tampanians are flocking to these new construction communities 

[Month] roundup - Showcasing hobbies, projects, trainings, vacations, and casual behind the scenes photos from a recent month - 

Shows your more personal side, helps the viewer build trust with you

Helps ideal clients visualize themselves in the process

What I did before I got into real estate - 

Let's the viewer understand your back story and build trust with you

Shows the viewer your personal side and preferences

Shows the viewer that you're a relatable human

I won't go a week without this - Showcasing what you can't live without - 

Helps the viewer build trust, relatability and likeness towards you

Interested in topic ideas like these ones? Coffee & Contracts offers a suite of done-for-you Instagram templates ready for you to share with your ideal client - 

Content to Attract Your Ideal Client on Instagram

Hands trembling, I start crafting the email to my client...

I’m popping the BIG question…Putting it all on the line…

You already know, positive reviews are our modern currency....our tokens of social proof... but 

making the ask is both an art and a science.

Today I’m rounding up a few agent-tested methods for securing client praise. ⬇️

Make the ask when times are good. We all know there is a wide array of emotions on the real estate journey. 🎢

Specifically, a week before closing, or in an email when scheduling the final walkthrough typically works well.

A common hurdle in getting a review is that 

Since Google is a search engine, help feed it the words you want to rank for. Provide examples and encourage your clients to include key terms that future prospective clients might be searching on Google, such as “relocating to [City Name]” or "best [City Name] Realtor"

(Insert info about final walkthrough, final closing items, when you'll see them next)

In the meantime, I want to sincerely thank you for trusting me as your Realtor throughout this process, it was a pleasure working with you and I appreciate your kindness and patience as we navigated this process together! 

Looking back, you first reached out to me on [date] and now here we are! I’m thrilled for your new beginning - ENJOY IT!

  If you need anything, please remember I'm just a call or text away.

It would mean the world to me if you could take a minute to leave me a review on Google (link page). This helps me stand out in a big sea of agents. Here is an example below:

“Haley Ingram was the best real estate agent for relocating to St. Pete! She helped us navigate buying a home in St. Petersburg with ease. She was on time, solution driven, and always working with our best interest in mind."

It's an art… It's a science… The magic of getting client reviews as a real estate agent.

Share your method for getting client reviews as a real estate agent in the comments below!

Getting Client Reviews as a Real Estate Agent

But change is normal. It gives us the opportunity to grow, evolve, and serve our clients the best we can. 

In light of the March 2024 NAR settlement, I’m sharing a few resources for agents to face these changes confidently.

1- Establish your personal brand & make Instagram work for you

My face and personality are apparent throughout the posts I share

I utilize consistent colors and fonts in my marketing

Most or all of my posts have visible titles, including reels

There’s an obvious way to contact me on my Instagram page

My name and the city where I serve are included in my @handle or display name

 to tune up your personal brand and Instagram profile.

2- Share content that speaks to your ideal client

Identify and speak directly to your ideal client in the content you share. Remember, if you’re speaking to everyone, you’re speaking to no one in particular. (Not sure who your ideal client is? Think about the clients you’ve most enjoyed working with in the past).

Focus your content on your unique personal stories and lessons learned instead of generic tips. Avoid sharing about topics that are easily found on Google.

Perform a quick audit: Doing a quick glance at your Instagram profile right now, is it obvious who you’re speaking to? 

 to create content that speaks to your ideal client. 

Reflect on your previous clients. Where did they come from? Can you focus your efforts in that area?

Consider praising those who have referred clients your way. 

 offers a gift catalog to share with folks who have recommended you.

Create a free resource that your ideal client would find valuable to build that know-like-trust factor. Swap or refresh this resource from time to time to stay fresh.

 to create a free lead magnet and landing page.

4- Nurture your current audience and client base

Engage meaningfully with your current audience and past clients on Instagram. Show your genuine interest and support of the things happening in their life!

Share your behind the scenes on Instagram stories (people LOVE seeing behind the curtain). 

: Use our daily strategy story prompts for ideas to get started.

Share a value-packed email newsletter. Share personal stories and be the local resource - include info about upcoming events, local market updates and new businesses opening in your city. 

 to create your own value-packed email newsletter. 

Outline key career milestones, your proven track record, numbers and data to support your expertise, your unique value proposition, testimonials, screenshots of client love, key negotiations and money saved for your buyers. Begin collecting social proof of your wins and the value you’re bringing to transactions. You can use this information to establish credibility on future consults or appointments.

Provide a tiered service offering sheet to review with buyers. Know your unique value proposition. Questions to consider: What unique services do I provide, what industry partners do I collaborate with? What are my areas of expertise? What praises have I received previously? 

Having this agreement in place will ultimately protect each party (and your valuable time!). Work with your brokerage on this. 

8- Check out NAR’s Accredited Buyer Representative (ABR) accreditation course

NAR course is available for FREE through 2024

. It’s the first phase of receiving your ABR designation.

Per NAR, the focus of the course is learning how to create a buyer representation agreement, conducting a successful buyer consultation, and communicating your value to clients. The course also offers frameworks for effective buyer representation, buyer agency relationships, negotiation strategies, market analysis, financing options, contract forms, and ethical considerations. 

The curriculum provides practical insights and tools to help agents successfully navigate the home buying process on behalf of their clients.

Confidently Navigating the NAR Settlement as a Real Estate Agent

I don’t mean to freak you out but… people are silently watching you.  👀 

Think about someone you “know” on Instagram… 

that you don’t actually know in real life.

Chances are there are quite a few people who come to mind.

I always catch myself saying “I know this girl that does X, Y, Z” as if I’m referring to a longtime friend.

 I just follow that person on social media… we actually don’t know each other

 I’ve developed a level of trust with this person because I’ve been following them and they’ve candidly shared their life and business with me.

I see the new projects they’re working on, I see glimpses of their personal life, I see the behind the scenes, they get vulnerable.

 It’s important to consistently share yourself on Instagram. People are silently watching you and building trust with you…and when the time comes for them to make real estate moves, they will think of you. (And in the meantime, they could be referring friends your way).

So... how do we build trust on Instagram? Below I go over a few strategies we've been implementing recently. Take a few of these ideas with you to get started:

People really want to know there's a human in there. And frankly, we are all a little tired of the super polished and perfectly curated veneer that social media was previously famous for.

“The advice I didn’t take” - Share some advice you received and why you didn’t take it. What did you embrace instead?

“What it looks like to prepare [for an open house]” - Grab b-roll video clips of you setting up for an open house. Change this idea up for something you’re currently preparing for in your business

“What [City Name] means to me” - Grab b-roll video in a coffee shop or at a local destination. List off the things you love about your city - the camaraderie, the greek food scene, the friends you’ve made, the craft cocktail scene, the golfing, the waterfront living, etc.

2️⃣ Answer a question from your ideal client

On Instagram stories, share a screenshot of a question you received from a client (text message, DM, or comment). Record yourself addressing the question. Go a step further and say “I expand on this question in my complimentary [name of your free guide or resource]. Next, save the story to a highlight called “[Ideal client type] FAQs”. 

Tip: If you don’t have any questions to answer, send yourself a question and take a screenshot!

Screen record scrolling through a free lead magnet you offer. In the reels platform, add a voiceover or use the green screen feature to point out key sections in the guide. This will 

 help the viewer visualize exactly what value they're receiving. (

 Members: we’ve got many, many lead magnets to choose from). 

Think of your followers, particularly your past clients, like your friends. Engage with their stories and comment on their posts to show your interest and support. This will get them thinking of you AND it will help the algorithm put your content in front of their eyes and vice versa.

You know that text or email you recently received singing your praises? Grab a screenshot and share it to your stories or a reel. Then, make the post about the viewer - ask them how you can help make the same outcome possible or share a related resource you offer.

Those are a few examples for how we build trust on Instagram. And now I'm curious - what do you think? What have you seen builds trust in your real estate business? Share with us below!

Coffee and Contracts is a marketing membership for real estate agents. We provide the templates, tools, and trainings to make social media your #1 lead generator.

How We Build Trust on Instagram

 I shared recently that resonated with a few of you…

you actually don’t have low engagement.

Are you comparing your engagement to viral content or accounts that do content creation full time?

Are you trying to build a content creation business or a real estate business?

Focus on meaningful metrics. This is the number of inquiries, buyer consults scheduled, quality leads, people joining your email list and conversion rates. 

Today I’m talking about how I'd increase Instagram engagement to make an impact on the metrics above.

When someone lands on your Instagram profile, is it obvious in your recent 6 posts 

 If your posts broadly address everyone, you will appeal to no one in particular.

If you don't have an ideal client in mind, think about who you enjoyed working with in the past, or a common client type you already serve. Now create content that speaks directly to them. What questions do they have? What frustrations do they face? What are their ambitions? What obstacles are they overcoming? What information would be pertinent to them?

You already know from experience scrolling on Instagram or TikTok, a hook is what makes the viewer stop and stick around. Unfortunately, it doesn’t matter how amazing the value is inside the post if the viewer keeps scrolling.

For writing a compelling hook, this is what I'd focus on: Evoking emotion and putting myself in the viewer's shoes. Asking myself: When I read this hook, would I think: “I HAVE TO KNOW what they're about to say!” 

Instead of saying: “3 ways to boost curb appeal” 

Try this: “We packed the open house after my sellers did THIS to their yard”

Instead of saying: “Popular new construction communities in Sarasota”

Try this: “My phone keeps ringing… it’s first time buyers requesting to tour this development”

One more note here: Make sure you’re taking 

 to include a hook. In a feed post, there are 2 opportunities for hooks: on the first page of your design and at the start of your caption. In a Reel, there are 3 opportunities: The first words you say in your video, at the start of your caption, and in the Reel’s cover photo.

Generic tips? See you never! Instead, tell a story from personal experiences that speaks to your ideal client, evokes emotion, and packs real value.

Personal anecdotes and lessons learned are FAR more compelling than rattling off generic tips. 

Generic: Buyers: Beware of these inspection pitfalls

Make it personal: What a flooding toilet taught me 

Generic: 3 curb appeal tips to make your listing stand out

Make it personal: The crash course in landscaping that saved our listing

You are so much more than your job. And it turns out, people will find you WAY more relatable and approachable if you share your personality and what you do 

My favorite place to get personal? Instagram stories.

Let’s say you are Merriam-Webster's definition of a foodie. Cooking is your meditation. You love to try new recipes, buy from local farmer's markets, and you're obsessed with checking out new restaurants in town. Share what recipes knocked your socks off, what markets you're attending, and why that hole-in-the-wall Korean restaurant deserves a Michelin Star. Sharing what you do and love outside of real estate opens up countless opportunities for connection with your followers.

I was recently shopping online for rugs. While browsing, one of the sites included an image of the rug styled in a real living room. It instantly helped me visualize the rug in my own space and I ended up making a purchase.

The same method applies in your real estate marketing. A few great ways to help people visualize working with you is to grab photos and b-roll video (short video clips) of 

. Preparing for an open house, attending a walkthrough, talking on the phone, eating a snack in your car, working on a CMA, preparing for a buyer consult, organizing marketing material, working at a coffee shop. (P.S. A tripod is your best friend).

Once you've gathered clips, it's time to tell a visual story. Instead of writing out what a generic buying process looks like on a graphic, use the video clips you’ve gathered and narrate the buying story of one of your clients. Highlighting the wins and things you overcame together. This accomplishes two things 1) the viewer now understands the buying process and 2) they know EXACTLY what it looks like to work with you.

Instead of: Sharing how to prepare a listing for the market

Make it visual: Use a video of your listing being staged and narrate your approach and tactics for getting a showing listing-ready and buzzing with interest. (Bonus if you can share the results or wins!)

Instead of: Sharing that there's affordable inventory in your area 

Make it visual: Grab screenshots of move-in ready homes under $450k from your MLS and piece them together in a video. 

 from C&C Coach Marie Lee @movemetotennessee.

The end of your posts is your opportunity to invite the viewer to take action! Of course, the CTA depends on the goal you are trying to achieve. Here are a few examples:

Goal: Get [ideal client] to schedule a consult

CTA: Head to the link in my bio to schedule a 15 minute call

Goal: Get [ideal client] on my email list in exchange for my free resource using comment automation (ManyChat).

CTA: Comment "[word]" and I'll send over my [free resource]"

Goal: Get [first time buyers] in my ecosystem

CTA: Watch my [first-time buyer] training at the link in my bio

Goal: Get [local moms] on my email list to nurture and build trust

CTA: Get local kid-friendly events straight to your inbox every week

Go out and give these strategies a try in your own marketing. Come back and let us know how they worked for you. And, if you'd like to see a part two on this topic, let us know in the comments.

 is a real estate marketing membership for moderns agents. Tools, templates and trainings for sticking out and converting leads on social media.

This is How I'd Increase Instagram Engagement in 2024

In today's digital age, real estate agents are always on the lookout for new ways to stand out and connect with their audience. Enter ChatGPT: a cutting-edge AI tool that's revolutionizing the way we create content. We'll walk you through using ChatGPT prompts to define your voice, analyze what works, brainstorm ideas, and refine your posts for maximum impact. Ready to elevate your real estate content game? Let's dive in and make your online presence unforgettable.

Crafting a standout online brand means knowing who you are and having a clear message. It's about diving deep into your brand's personality, values, and stories, and then sharing them in a way that resonates with your audience. This is where your brand becomes more than just a logo or a name – it becomes a living, breathing entity with its own voice and character. By having a clear understanding of your brand identity, you can create a content strategy that feels authentic and engaging.

Assume the role of a content strategist in [Platform] marketing. I am a real estate agent in [City]. I target young [first-time home buyers living in the area or relocating to the area]. My content pillars are [local highlights, first time buyer tips and motivation, and behind the scenes in my business]. Based on this, can you draft a tailored [Platform] content strategy that resonates with my audience and embodies my brand values?

In the ever-evolving world of social media, staying on top of trends is key. Utilize ChatGPT-4 to research current trends and what's resonating on your specific platform. Pair this with a review of your analytics to understand what your audience enjoys most. This combination will help you generate fresh, engaging content ideas perfectly aligned with both current trends and your audience's preferences.

Please research the current trends on [platform] and consider my top-performing posts, which include [provide a summary of high-performing posts]. Considering these insights, what are 10 fresh content ideas that align with these trends and our brand identity? Please ensure these ideas vary in topics and style.

Ready for a creative brainstorm that's all about you and your brand? Think of this prompt as a game of 20 questions, where instead of guessing an object, we're digging up great content ideas that truly reflect what your brand is about. This prompt will ask you questions that get to the heart of your brand's story, teasing out interesting anecdotes and ideas. It's all about uncovering those hidden gems – the stories and thoughts that make your brand special and can turn into engaging content that your audience will love.

Based on what's currently trending and performing well on [platform], and everything you know about my brand and my content pillars, ask me 5 questions to generate an additional 20 content ideas that will perform well and align with my brand. Remember to explore different topics and ask diverse questions. Use this as an opportunity to pull good stories and ideas out of me. Once you gather my answers, provide me with 20 content ideas. Remember that these 10 content ideas should include a strong hook, the main value, and any additional details to make the post organic, personal and engaging.

Pssstttt... If you like our content, you'll love our value-packed membership for agents. Check it out below!

Let's dive into crafting your first piece of content. Choose one of the ideas ChatGPT provided, and ask ChatGPT to bring it to life. Provide the chosen idea and specify the platform, ensuring that the content is tailored to fit its unique style and audience. Use the prompt to guide ChatGPT in creating a post that begins with an eye-catching hook, setting the stage for a post that's engaging, relevant, and perfectly suited to your platform's dynamics.

Let's take this idea and expand on it: [paste one of the ideas]. Write a [platform] post that starts with an engaging hook that captures attention. Please ensure the writing looks human, and do not include emojis. Please use line breaks, and make the writing straightforward and valuable.

Now, let's fine-tune your creation. Take a look at your first piece of content and assess its impact. Provide ChatGPT with specific feedback, highlighting what you liked and what needs improvement. Using this constructive critique, ChatGPT will revise the content, refining it to better align with your vision and your audience's preferences. This iterative process is key to honing your content strategy, ensuring each new post is sharper and more effective.

Here is my feedback on that post [provide feedback]. Please rewrite it based on this feedback. Then, remember the feedback and let’s write another post for [next topic].

5 ChatGPT Prompts to Create 30 Pieces of Content for Real Estate Agents

Instagram Reels is a feature on Instagram allowing users to create and share short, engaging videos up to 90 seconds long. It offers various editing tools, including AR effects, music, and alignment options for seamless transitions. Reels can be shared widely on the platform, enhancing discoverability. They're a key tool for creators to express themselves, reach new audiences, and engage with the community. This feature is part of Instagram's response to the growing popularity of short-form video content, similar to what's seen on TikTok.

Why should real estate agents be using Instagram reels?

Reels are great for reaching new audiences.

Instagram Reels can help real estate agents reach people beyond their current followers. The Instagram algorithm is designed to show content to users based on their interests. For real estate agents, this means that Reels focusing on topics like local city highlights or real estate insights have a good chance of reaching people who are interested in these subjects, even if they don't already follow the agent's account. This feature enhances the potential for agents to connect with a broader, relevant audience.

Reels are great for creatively marketing your listings and showcasing your expertise.

Agents can use Reels to show off properties in a fun and engaging way. They can also share tips and insights about real estate, demonstrating their knowledge in the field.

Reels can be repurposed for TikTok and YouTube Shorts.

Videos made as Reels can be easily shared on TikTok and YouTube Shorts. This means agents can reach audiences on multiple platforms without creating new content for each one.

Reels are engaging and help your audience get to know you.

Through Reels, agents can show their personality and connect with their audience. This helps build trust, which is important in real estate.

To post a Reel on Instagram, you start by tapping the '+' icon and selecting 'Reel'. You can then record a video or upload one from your gallery. After recording or selecting your video, you can edit it with various tools like adding music, text, and effects. Once you're happy with your Reel, you can write a caption, choose a cover photo, and share it on Instagram. 

What tools do you recommend for editing reels?

For editing Instagram Reels, CapCut, the Captions app, and Coffee & Contracts are excellent tools. 

offers advanced editing features and effects, making it suitable for creating high-quality and engaging content. I enjoy using CapCut to create and edit reels because I can save them and easily repurpose it for TikTok and YouTube Shorts. There is also much more editing capability on CapCut. CapCut also has a ton of great templates and effects.

 provides tailored content ideas and templates, particularly useful for real estate professionals. These tools can help in creating visually appealing and effective Reels.

Does Coffee & Contracts provide done-for-you, ready-to-post Reels?

We provide all of the templates and tools you need to create engaging and authentic reels that are unique to you. To get the most out of our templates, we recommend adding in your own videos and personal touches.

Coffee & Contracts offers "B-Roll" Reel Templates, which are particularly easy to use and effective for creating engaging Instagram Reels. These templates streamline the process of making Reels, allowing for the creation of visually appealing content without needing extensive video editing skills. The use of B-Roll templates can significantly enhance the quality and attractiveness of your Reels, making them more engaging for your audience.

Coffee & Contracts offers a "Reel Idea Library," which is a resource for users to get ideas and inspiration for creating Instagram Reels. This library likely includes a variety of templates, concepts, and examples that users can adapt to their own needs. To achieve results on Instagram, it's essential to create unique content. Remember, to get results on Instagram, it's important to create content that is unique to you. This is why Coffee & Contracts offers the Reel Ideas Library, providing a foundation to inspire and kickstart your own unique content creation journey.

Coffee & Contracts offers high-quality Instagram Reel Cover templates to create attractive cover images for your Reels, making them more appealing in your feed.

Coffee & Contracts Members can access ready-made reel scripts designed to grab your audience’s attention and keep them engaged all the way through. 

, subscribers receive three trending Reel audios and accompanying Reel ideas each week. This service helps users stay updated with popular trends and provides inspiration for creating engaging Instagram Reels.

Coffee & Contracts Members have access to a ChatGPT Prompt Library with prompts designed to help generate ideas and guide content creation using 

, providing a unique angle for your Reels.

As of 2024, Instagram allows the scheduling of Reels in advance. This feature can be particularly useful for maintaining a consistent posting schedule and managing content strategically. By scheduling Reels, users can plan their posts during peak engagement times, even if they are not available to post in real-time. This can help in increasing the visibility and effectiveness of their content.

A B-Roll Reel is a type of Instagram Reel that uses supplementary footage, focusing on visuals rather than direct narration. These Reels are notably easier to create as they don't require the creator to be on camera, making them ideal for those who prefer not to be the focal point. This format allows for creative and engaging storytelling through visual elements.

This type of Reel allows you to record yourself with different backgrounds, which can be useful for creating informative or entertaining content. Real estate agents can record green screen reels with a screenshot of an article behind them, discussing their take on the article. We also love to create a list in the Notes app and take a screenshot. Then create a Green Screen video sharing your list with your audience.

The "Talking Head" type of Reel is excellent for storytelling. It's important to start with a compelling hook to immediately capture the audience's attention and keep them engaged throughout the video. This format allows for a personal, direct connection, making it ideal for sharing stories, experiences, or insights in a way that is relatable and engaging.

How frequently should I post Reels to maximize engagement without overwhelming my followers?

Blog

Content to Attract Your Ideal Client on Instagram

Getting Client Reviews as a Real Estate Agent

Confidently Navigating the NAR Settlement as a Real Estate Agent

How We Build Trust on Instagram

This is How I'd Increase Instagram Engagement in 2024

5 ChatGPT Prompts to Create 30 Pieces of Content for Real Estate Agents

The 2024 Guide to Instagram Reels for Real Estate Agents

Instagram Content Strategy 2024 for Real Estate Agents

Unlocking Success: Finding Your Ideal Real Estate Client

Strategies for Attracting Potential Buyers and Sellers

Real Estate Social Media Networks for 2024

Real Estate Marketing Ideas for December

The Power of Email Marketing in Real Estate

Blog

Content to Attract Your Ideal Client on Instagram

Getting Client Reviews as a Real Estate Agent

Confidently Navigating the NAR Settlement as a Real Estate Agent

How We Build Trust on Instagram

This is How I'd Increase Instagram Engagement in 2024

5 ChatGPT Prompts to Create 30 Pieces of Content for Real Estate Agents

The 2024 Guide to Instagram Reels for Real Estate Agents

Instagram Content Strategy 2024 for Real Estate Agents

Unlocking Success: Finding Your Ideal Real Estate Client

Strategies for Attracting Potential Buyers and Sellers

Real Estate Social Media Networks for 2024

Real Estate Marketing Ideas for December

The Power of Email Marketing in Real Estate

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