I am a wine collector, so I created a Russian-speaking wine group. I’m also part of a Russian-speaking girl community in Silicon Valley. I hadn’t found a Russian-speaking US facebook group that is about wine, so I created my own!

In the Russian speaking group I post about wine, although people know I am a Realtor. I also post announcements about my real estate webinars, or simply useful posts about real estate – like new laws, taxes, permits, or rent control in the area. 

In the wine group – I only post wine-related stuff.

Pick something you love and are passionate about – something other than real estate. Be consistent! Engagement is the key! I love wine, so I can talk about it for hours. Every time I find a great bottle of wine, I share it there. Or a meme. Or some facts or just an interesting story.

I also do giveaways when we get new members. I have 850 members now, and will do another giveaway when we get to a 1,000. 

As for a Russian Speaking group, that doesn’t belong to me – I simply comment daily! This way people get to know me. 

I don’t do direct sales. Even if I have a listing, I post before/after staging and stories around it. I am very personable and people think of me as a friend!

Agent Spotlight: Kate Fomina on Leads from Facebook Group

Agent Feature: Kate Fomina - Generating Leads in a Passion-based Facebook group

made a bet. She'd go all-in on Instagram for six months — post consistently, follow the C&C strategy, and see what happened. Eighteen months later, she's closed $10 million in volume with another $25 million pending, and Instagram has become her primary source of business.

Enjoy our conversation with Lauren Delamater. Quotes have been lightly edited for length and clarity.

How long have you been in real estate, and what made you choose this career?

My grandfather was a Realtor for 25-30 years, and going to his office in the Chicago suburbs as a kid always seemed so exciting to me; it planted a seed early on.


I had my kids young, so a dependable income was always important to our family. It wasn't until later that I could transition into real estate. I've been an agent now for 8.5 years - it was a long-term goal!

I've always been an entrepreneur. My mom and I owned a café, and I ran a wedding-planning company. Both experiences shaped how I think about business and my clients' experience. I finally made the jump when we moved to Charleston, South Carolina.


What did your marketing look like before Instagram started clicking for you?

I was trained by someone more traditional, with lots of experience in print marketing. It was perfect as a new agent because they shared leads with me, and I built my sphere that way – I got really lucky right out of the gate. 

Three and a half years ago, I made a change and joined an independent brokerage where marketing and lead generation were completely on me, and I quickly realized I needed to replace those leads. 

At the time, I started seeing agents in my market finding success on Instagram, and that got my attention. That's also the time I found Coffee & Contracts, and I decided in December 2024 to go all in on Instagram in January 2025.

I committed to figuring it out, posting consistently, and implementing the C&C strategy. I told myself that if it didn’t work after six months, I'd go back to something else. 

This year, every single closing I've had is from Instagram. How wild is that? I've closed about $10 million from Instagram now and have around $25 million in pending sales. It’s insane to me!

What's surprised you most about the clients who find you on Instagram?

My favorite clients are the ones who have found me on Instagram! The best part is, by the time they reach out, there's no need for me to "sell" them because they feel like they already know me.

What would you tell an agent who is hesitant to start?

If it doesn't work after consistently trying for 4-6 months, fine, but if you follow the strategy and do exactly what Coffee & Contracts has laid out, it will work.

There's definitely a learning curve, for example, figuring out how to film nicer listing videos on my phone, but Coffee & Contracts provides resources, like the Reels Guide, to help you improve your skills.

I think people hold back because they're afraid of what other agents will think. You just have to accept the fear and do it anyway - they don't pay your bills!


Every piece of content inside Coffee & Contracts is built around three jobs:

 — reaching people who've never heard of you. Local itineraries, events & happenings, relatable local quips, and personal recommendations. This is the type of content locals share, and relocators save. 

 — building trust over time. Market updates, sharing behind-the-scenes of your business, your point of view, and stories of your clients having great outcomes. This lays the foundation for trust and establishes you as the right person to work with.

 — turning followers into conversations and clients. Listings they can message you about, lead magnets that get them on your email list, and posts that feel like direct invitations to start a conversation.

Lauren Delamater is a Charleston, SC real estate agent and a member of Coffee & Contracts. 

 is a marketing platform that helps real estate agents make social media their top lead source. The posts featured in this article are Coffee & Contracts templates.

She's Closed $10 Million from Instagram. Meet Lauren Delamater, Charleston Real Estate Agent

How the New Instagram Algorithm Affects Real Estate Agents

If you've been on Instagram this week, you've probably seen the buzz around Adam Mosseri's latest update. A lot of agents are wondering if their content strategy is about to get penalized, and the short answer is no, 

as long as you're customizing your content the way we teach.

"If most of what you post to Instagram is someone else's content, your account is no longer going to be recommendable. That means we'll no longer show your posts to people who don't follow your account proactively."

If you're a C&C member who's been making your templates your own, this update is actually working in your favor. Instagram is rewarding exactly the kind of content you've been posting all along.

Instagram is looking at the bigger picture of what your account publishes over time, not grading you post by post. So if one of your reels uses a trending audio or you reposted a market stat last Tuesday, your account isn't getting flagged. The accounts losing reach are the ones running almost entirely on screenshots, uncredited reposts, and copy-pasted memes.

If you're posting your listings, your local takes, your face, and your perspective, you're already in the clear.

Yes! Templates aren't what Instagram is cracking down on. Think of a C&C template as your starting point. We give you the scroll-stopping hook, the structure that gets people to save, share, or engage, and the marketing strategy to keep your account growing.

You make every template uniquely yours by adding your listing photos, your neighborhood, your voice, your recommendations, and your face.

When you customize the way we teach, Instagram doesn't see a "template," it sees an original piece of content, which is exactly what the algorithm is rewarding right now.

How C&C Templates Work with the Algorithm Update

Our templates are designed to transform into content that's unique to you and your market. We give you the foundation, and we give you the tools to make every post yours. Here's what that looks like:

Built-in space for your photos and details.

 Every template has room for your listing shots, your neighborhood photos, your behind-the-scenes, and the local details that make your content unmistakably yours.

 Our local-focused templates include prompts that help you weave in hyper-local references, places, and recommendations only someone in your area would know, which is exactly what gets locals saving and sharing.

 customizes every caption to sound like you with local-specific references, events, places, and hashtags pulled in automatically.

 lets you get original reel scripts, relocation scripts, and case study frameworks built around your market, your listings, and your story, so you're never posting something generic.

You can check in about thirty seconds. Open Instagram, go to Settings, then Account Status. You'll see if there are any restrictions on your account. If something's off, you can submit an appeal right from there.

The longer-term fix is the same thing that grows your account: lean into original content. For C&C members, that means using the templates as a starting point and putting more of yourself into every post.

The agents who are going to win on Instagram in 2026 are the ones showing up as themselves. The good news is, that's the Coffee & Contracts philosophy. Every template gives you the framework and strategy. You bring the local expertise, the personality, and the perspective that no algorithm update can take away from you.

If you've been customizing your templates, adding your photos, and writing in your voice, you're already doing exactly what Instagram is now formally rewarding. Keep going.

If you're ready to start showing up on Instagram with content that's built to grow your account in 2026, Coffee & Contracts gives you everything you need in one place. 

Hundreds of customizable templates, the AI Caption Generator, the Creator Studio with reel scripts, lead magnets, and a full library of content designed to build your audience and nurture them from followers to clients. 

Try a free week of content with 10 free templates and see how easy it is to post original content that actually grows your business.

→ Try a free week of Coffee & Contracts

The 2026 Instagram Algorithm Update: What Realtors Need to Know

If you’re a realtor, coming up with what to post can feel easy—until you’re staring at a blank screen, second-guessing everything.

One day you’re motivated. The next? Every idea feels like something you’ve already seen on another agent’s feed.

And the worst part? You’re not even sure if your posts are reaching future buyers and sellers.

Here’s what we know: social media can bring local clients to you instead of forcing you to chase every lead, because it puts you in front of people already researching your area and lets them get familiar with you before they ever reach out.

But only if you stop posting like a business and start posting like a local expert people actually want to follow.

That means fewer generic tips and “just sold” graphics. And more posts that resonate with the people who might actually move to your area.

Below are 20 post ideas built specifically for realtors that can stop the scroll, spark DMs, and turn followers into clients.

20 Real Estate Social Media Post Ideas that Work

The best content is simple and intentional, built around what the reader needs. Many people equate quality with complexity or length. Strong content works differently. It stays focused on one problem and guides the reader toward a useful outcome. Each sentence moves the idea forward, which is what makes the content effective.

Think about it. The average person spends around 

 on social media each day. That time is active exposure to ideas, opinions, and recommendations. This is where people discover brands and form preferences. If your content shows up in that window with a clear message, it becomes part of how those preferences are shaped.

The content that actually works is structured around a specific decision. It starts with a question the reader already has, then reduces the friction around acting on the answer. Instead of repeating information, it helps the reader move forward with clarity. That forward movement is what builds trust over time.

Here are some content ideas that do exactly that.

1. Listing features (and yes, post them more than once)

Your listings are your product. When you post a listing once and move on, that’s like throwing a party and leaving before anyone arrives. A “Just Listed! 4 bed, 3 bath, $650K” post leaves people wondering why it matters to them.

Instead, talk to the person who would actually live there. The one who wants a quiet street, a sunny kitchen, and a backyard that finally justifies buying patio furniture. Make them feel “Yes, I want that.” This moment of recognition is what makes people save your post, share it with a partner, or DM you.

“The answer is yes. I do want to raise my kids in [City name] where they run around barefoot.”

That’s the moment when they start picturing where they’ll live and the feeling, 

We have one such template our members love using:

2. Market updates (without sounding like a report)

Nobody wants to read a market update that sounds like it came from an MLS (Multiple Listing Service) report.

 want straight answers. Is this a smart moment to buy real estate? Are prices easing up? What does waiting really change?

That’s your cue to show up like a real person. Share what you’re seeing. Talk through the questions that already come up in your DMs and at open houses.

One simple format that works well is to start with a question like, “Will interest rates ever go back down?”

From there, answer it the way you would over coffee with a friend, offering thoughtful context, realistic expectations, and guidance they can actually use.

” → Then answer it like you're explaining to a friend.

3. Neighborhood guides that feel personal

When people plan to relocate, they think beyond the house. They picture the neighborhood, the routine, and favorite spots they’ll visit every week.

They follow you because you actually know the city. The coffee shop with the best corner seat for working. The bookstore that's easy to lose an afternoon in. The spot where locals go when they want to do absolutely nothing and feel great about it.

While most agents stop at home tours, you become the person who helps your audience picture daily life there. That’s the kind of content people save, share with a friend who’s thinking about moving, or send to their partner with a “look at this place.”

And we’ve got a perfect template for that.

The Best Places to Work, Read, or Rot in [City Name]

 for real estate sits around 3.7%. Trends help push that number higher because the format already feels familiar to the viewer.

The move is simple. Take the trend and make it local.

Think: the same structure, the same sound, but with your neighborhoods, your listings, your service, and the lifestyle in the city.

One of our members used the “You Look Happier” trend to highlight exactly what sets her apart as an agent. The post resonated because it said out loud what every seller is already thinking.

How to get more views on Instagram reel as a real estate agent

5. First-time buyer content that actually helps

First-time buyers are overwhelmed. They're Googling everything. They don't know what they don't know.

And most “first-time buyer tips” posts are so generic that they could've been written by anyone.

Be the agent who actually walks them through it. Share what you do differently. Give them something useful. Like a buyer’s checklist built from client discussions or a carousel answering the questions from first-time buyers in your DM. We have got a template built around the same format so you don’t have to start from scratch.

These are the posts that get saved. Because instead of selling a home, you’re selling a moment.

You show how a quiet morning in a new kitchen feels or what fun looks like when you host a backyard dinner for your friends. Or the way you relax on a weekend without commuting.

With the future-you POV posts, you paint the same picture for your audience. They get a taste of life in your city or neighborhood. And we’ve a template to help you create that kind of a dreamy post.

…” [then describe what life looks like for your ideal client]

7. Sold in a tough market (without dropping prices)

Selling in a slow market is hard. And most agents either don't talk about it—or they only post the wins that came easy.

Case studies like this build trust. They help you attract leads and 

 for your contact list from homeowners who are planning to sell in a tough market. And we have the perfect template for this.

Sold in a Tough Market (Without dropping the prices)

How to Grow Your Followers on Instagram as a Real Estate Agent

That coffee shop everyone swears by. The farmers’ market that's actually worth waking up for. And the park locals love at sunset.

These are the places that shape someone’s day once they move in. The regular morning walks at parks, sunset watching on a Saturday, and the places they end up taking every out-of-town friend.

This kind of post shifts the focus from houses to everyday life. It shows people what their weeks could look like in your city, and that’s what makes them remember you when they’re ready to make a move.

Best things I did in [City Name] other than [restaurants & bars] in 2025

9. Behind the scene content that builds trust

People don't know what agents actually do. They only see the polished listings and the closing photos. The behind-the-scenes work stays invisible, so it’s easy to assume the job is just unlocking doors and scheduling showings.

This is where you can pull back the curtain and shine. Walk them through the late-night calls, the tricky negotiations, the inspection surprises, and the small details you handle so they don’t have to guess.

When people understand the process, they start to see the value you bring long before the paperwork begins. Here’s how you can do it with our template.

What you really get when you hire me isn't just

These are simple posts that spark quick reactions.

Ask people to pick between two neighborhoods, two home styles, two leisurely activities, or two weekend plans. It’s an easy decision and that’s the point. They tap without overthinking it. And once they do, they're in your orbit.

These small interactions add up. Each tap keeps you top of mind the next time they’re thinking about a move.

Our members often use this template to get quick audience responses.

You don't need a listing to have something worth posting.

The posts that travel farthest on Instagram are the ones people immediately want to send to someone. A spring plan your friend group has been putting off or a local spot everyone keeps meaning to try. Content that feels like a message, not a marketing post.

We have a template built exactly for this. You share something your city is known for, your followers forward it to the friend they’ve been trying to make plans with, and your content lands in front of a brand new audience.

Send this to a friend and if they don't respond in 30 seconds, they owe you

20 Real Estate Social Media Post Ideas Agents Can Use Right Now

Home

Marketing Ideas for Realtors

The posts that work best in social media marketing mix listings, local content, real estate market trends, and personality. Share what's happening in your city. Feature homes with hooks that help people imagine living there. Show your face. Make it easy for people to raise their hand when they're ready.

What should you post on social media for real estate?

In the real estate industry, promotion on social media pages works best when it doesn't feel like promotion. Showcase real estate listings naturally. Highlight your favorite spots, local markets, and local community service events. Share your day-to-day life. Let people get to know you before they ever need a real estate professional.

How do you promote real estate on social media platforms?

Keep it clear, human, and relevant. Focus on how a home feels, not just what it has. Ask a simple question. End with a call to action that makes it easy to respond.

How do you caption a real estate post?

Yes—when used intentionally. It keeps you visible and lets future clients get to know you over time. Even when people aren't actively buying, your content is working in the background.

Is social media worth it for real estate agents?

It can be—if you add context. Showcase property listings and explain who the home is right for, why it stands out, or how it fits the lifestyle people are looking for. Don't just drop links.

Is posting listings to social media groups worth it?

Short-form video walkthroughs, carousels highlighting standout features, and storytelling-style posts that help people picture themselves in the home work best for real estate brands.

What listing-focused posts work best?

Polls, “this or that” choices, questions about home styles, and anything that invites an opinion. The easier it is to respond, the more people will.

Agent Feature: Kate Fomina - Generating Leads in a Passion-based Facebook group

More like this

She's Closed $10 Million from Instagram. Meet Lauren Delamater, Charleston Real Estate Agent

The 2026 Instagram Algorithm Update: What Realtors Need to Know

20 Real Estate Social Media Post Ideas Agents Can Use Right Now

Put Coffee & Contracts to work for you

Agent Feature: Kate Fomina - Generating Leads in a Passion-based Facebook group

More like this

She's Closed $10 Million from Instagram. Meet Lauren Delamater, Charleston Real Estate Agent

The 2026 Instagram Algorithm Update: What Realtors Need to Know

20 Real Estate Social Media Post Ideas Agents Can Use Right Now

Put Coffee & Contracts to work for you

Join Coffee & Contracts Today

Get a free week of C&C content

Sign up for Coffee Drip, your weekly marketing blend.