You're probably getting your "ideal client" wrong

You've been told for years to pick an ideal client. Maybe you finally did. And maybe it still hasn't clicked into becoming something useful.

So let's clear it up. Having an ideal client does 

 mean announcing that you only work with certain people. It doesn't mean you have to name-drop a group in your content (e.x 

"Three tips for first-time home buyers").

 

An ideal client is simpler than that. It just means you know who you're talking to when you sit down to create. It's a filter you run every post through: 

is this going to resonate with my person, or not?

 And no one needs to see this filter besides you.


Content that names a demographic isn't the same as content that actually speaks to someone.

Start with where they are in their life, not what they are on paper


The thing that makes this click is to stop thinking in demographics and start thinking about where your person actually is in their life right now.

If your person is a first-time buyer, that might look like someone who's 28 to 34, for whom affordability is top of mind. They wonder if they've been priced out. They're curious which neighborhood is going to turn out to be a smart investment. On the weekends, they're active and like exploring the city. They're a dog owner, a coffee shop regular, a thrift store aficionado.

Notice how none of that is "millennial buyer." It's a human. And once you can picture the human, your content stops being a generic broadcast to no one in particular and starts becoming something your person stops scrolling for, because it was made for the exact spot they're standing in.

Why the lens works (beyond just better posts)

The obvious payoff is that your content gets sharper. But the lens does three more things that matter a lot more to your growth.

First, it stops the guessing and keeps you consistent. Deciding what to post is exhausting when every idea has no guardrails. It gets dramatically easier when each idea has a yes-or-no filter: 

 This will help you to post more consistently.

Second, that consistency is what earns the follow. A single strong post can get someone to your profile, but they hit follow because your 

Third, Instagram rewards you for it. The algorithm shows your content to people who are similar to the ones already engaging with it. Speak to one person, and Instagram finds more of them for you.


 Write down your last ten clients. Star the ones you'd happily clone. The ones who trusted your advice, referred their friends, and genuinely made the work feel fun.

 at the starred names and write down what they have in common. Life stage. Price point. Neighborhood. What they were worried about or keeping an eye out for. How they found you in the first place.

 Turn those patterns into one sentence describing a real human. Not "millennial buyers," but something like: 

"an early-30s couple renting in [neighborhood] who wanted a solid investment and room for two kids and a yard, saved for two years, and needed a short commute to downtown — $550–750K range."

 You'll never post this sentence anywhere. It exists only to be your lens.

 Would they resonate with your last five posts? Would they share one of them to their friend in a similar boat? Which posts miss the mark, and which are spot on?

That's it. Use this filter on every post from here on out.

(If you'd rather work through this with AI, 

 that walks you through the same exercise).

If you're a C&C member, this exercise is how you get more out of every template in your membership. Each week we build the hooks and formats that are already working on Instagram right now. Your job is to customize them to talk to 

 person. The clearer your person, the faster that customization goes and the better it resonates.

And if you want proof that focusing on an ideal client drives real business outcomes, read C&C member 

. Both are examples of what nailing an ideal client looks like.


Choosing Your Ideal Real Estate Client

What Agents Get Wrong About Choosing an Ideal Client

18 months ago, C&C Member Marianne Mehrer decided to do something different to generate leads on social media.

Since then, her Instagram content has generated $9M in closed sales—plus another $7M in the pipeline—by connecting with moms across Baltimore County. 


Today, Marianne Mehrer breaks down the power of choosing a niche, her best-converting lead magnets, and her advice for other agents who want to make Instagram a top lead source.


Enjoy our conversation with Baltimore real estate agent Marianne Mehrer.
(

Quotes have been lightly edited for length and clarity.

You made a shift in your Instagram content about 18 months ago, and your account has taken off. What changed?


This is my fourth year posting. The first two years were trial and error. I started with basic real estate informational videos, which got decent traction. Once I niched down and started using C&C, my account exploded, and I landed my first lead soon after.


My target audience is moms in Baltimore County, particularly families buying in the $600k–$1M range. Niching down has allowed me to speak directly to that audience. I don’t have to guess what to say, because I know what their interests are, what they’re shopping for, types of places they might like to eat, what activities their kids do, etc.

Once you figure out who that audience is for you, figure out their lifestyle. Then, showcase things that would be interesting to them - from local recommendations to listings.

Niching doesn't have to be geographic either. Kate Fomina 

built a lead-generating community around a personal passion

Tell us about the types of content you post and the results that come from your content mix

My typical mix is: a listing spotlight once a week, an authority builder every other week, and the rest are neighborhood spotlights, local “hidden gems”, local guides, and an occasional relocation post. 

My "hidden gem" posts get the highest reach and engagement. Listing features drive a ton of engagement, but often from lookie-loos. Local guides bring high reach and follower growth. Neighborhood spotlights that promote my neighborhood guide lead magnet bring in the serious buyers.


Once someone engages with your posts, how are you converting them into clients?


If people comment on my posts that specifically promote my neighborhood or relocation guide, I follow them. People aren’t asking for those things if they’re not serious about making a move. I also save them to a Saved Collection in Instagram with the type of lead magnet that brought them to my page so I can remember to go back and engage with them.


Beyond that, I share stories, stories, stories! My stories are not curated or perfect; it’s very much just me in real life. The things I encounter, places I go, books I read, local things I hear, random stuff my kids do. By the time someone reaches out, they usually feel like they already know me. That makes the first conversation much easier.


I also engage with other people's posts and stories - it makes them more likely to engage back, and it keeps my content visible in their feed.


And last, I post, tag, and engage heavily with local places where my ideal client would spend time. Local boutique fitness studios, local coffee shops, high-end restaurants, etc. An extra perk about sharing local content is that usually those local businesses will reshare your posts, getting your content in front of more eyes. Oftentimes the DMs that start from my stories naturally flow to conversations about real estate.


You’ve had a big impact on many businesses in your community. Tell us more about that...


I love small businesses, always have, and think they’re the backbone of an area feeling like a community. 


There were a few instances that really stuck with me and made me realize how much impact I could have. Once, when I had well under 10k followers,  I posted about a sweatshirt I’d bought from a local mom and nurse who makes them as a side hustle. She sold out that night. She was beside herself, saying that she’d never had that happen so fast. 


It made me realize that social media can be more impactful than I thought, and while obviously I could use it as a major lead generator, I could also use it to support local businesses that I love and want to succeed, or who may need a little boost.


A Maryland congressman once gave you a shout-out for your impact on local businesses. Tell us more about this experience!

Yes!! It was word of mouth. He had a staffer who was tasked with finding local “influencers” who highlighted local businesses, and my name came up. It was such an honor, and I hope that other local realtors or influencers realize the impact that they can have in their community.


We're nosy - tell us about your business results from social media.


About half of my business comes from Instagram. In the last 18 months, I’ve closed $9M from Instagram. With about $7M in my active pipeline. 


You’re a busy real estate agent - what’s helping you save time in your content creation? 


I try to film whenever I'm out at local businesses and restaurants. This ensures I always have local videos on hand, which saves me time creating content. I’ll film anything that looks pretty, is seasonal, or that screams "you're in Baltimore County" that could be used as b-roll in my reels. 


What’s your best piece of advice for an agent looking to generate business through social?

Just do it. People get way too in their heads about it. The life of a reel is maybe a few days. So if it flops, just do another one. Consistency is the key to everything- post daily for 60 or 90 days. It will change everything. And remember it’s SOCIAL media; go be social. Agents that post and then don't engage with other people miss the point. Think of it like networking - you want to be a resource and be seen as the go-to in your area, and you can’t be that if no one knows who you are.

Marianne isn't the only agent who swears by consistency. In an earlier spotlight, Karl Konradson broke down how 

finding a mentor and staying active on social

 helped him build that habit from day one.


Marianne shared that Coffee & Contracts changed the game for her content strategy. If you want to see what she means, try a free week on us.

Marianne Mehrer is a Baltimore, Maryland-based 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. 

$9M Closed. Another $7M in the Pipeline.

$9M Closed. Another $7M in her Pipeline. All from niching down on Instagram

If you're using Instagram to grow your real estate business, you already know it can feel like a second job.

Researching what to post, writing captions, replying to every comment, designing every post from scratch and scripting every video.

Combined, these tasks take up hours of your week and pull you away from the parts of the job that close deals: talking to and engaging with future clients.

That's where AI can earn its keep among real estate agents. Used well, it takes the repetitive, behind-the-scenes tasks off your plate so you can show up consistently on Instagram and spend your time on higher conversion efforts.

Here are three AI-enabled solutions that will help you with real estate social media marketing, along with a few tips to get the most out of them.

Instagram marketing can feel like a second job for real estate agents due to repetitive, time-consuming tasks like researching, writing, designing, and replying. AI tools can help with each of these to save you hours every week.

Coffee & Contracts’ AI Content Studio can help with preparing a content calendar, personalizing proven Instagram templates, creating drip campaigns, and writing Reel scripts, captions, B-roll hooks, and case studies.

Platforms like ManyChat and Chatfuel can help engage with your audience effectively.

Busy real estate agents and realtors can also consider AI-powered video editing platforms like Descript and Opus Clip to enhance their talking head Reels.

It is essential to use AI wisely. Generic AI tools will give average output, which can do more harm than good.

3 AI-powered tools for real estate agents to streamline Instagram marketing in 2026

These tools will help you accelerate every phase of your real estate Instagram marketing workflow.

 is an AI-powered content platform that helps real estate agents market themselves effectively on Instagram.

The Content Studio analyzes your profile to plan your next week’s content by pulling the right post, Reel and Instagram story templates from the Coffee & Contracts library in minutes.

Then, you can further customize the posts by using AI to write localized captions that will resonate with your future clients:

This takes the guesswork out of what to post and what to say in each post. The best part is that you can use Coffee & Contracts with Claude.

Recently, we released a Claude connector that directly connects with your member account, allowing you to pull a social media calendar based on their target audience and goals, write captions in their voice and talk through their Instagram analytics.

The conversational approach will help you brainstorm more effectively, which will personalize your message for buyers and sellers in your market.

Coffee & Contracts member Megan Ryker summed it up perfectly:

“I work less than 10 hours a week and consistently get leads and I know it's 100% C&C lead magnets and posts!”

Apart from streamlining your Instagram content creation, the platform allows you to create:

 It picks five hooks based on your Instagram marketing goals and current profile activity to produce full scripts you can use for your video.

 These content pieces attract local audiences, who are future buyers and sellers, by positioning your Instagram account as a trustworthy source

 After you complete a sale, fill out a questionnaire about the challenges encountered and how you helped to get a carousel that tells a story.

 Just mention your current email marketing goal, and the Content Studio will write engaging messages with the right visuals you can send directly to your leads’ inbox.

The above capabilities of the Content Studio have helped many realtors find their dream clients and have the best year of their careers!

Nicole Schlueter, a realtor, used Coffee & Contracts templates to get real clients on Instagram:

“Thank you so much, Coffee & Contracts. This [post] went viral. I can't thank you enough for helping me keep my ideas flowing. Forgot to tell you, I got a new Buyer Client. They deliberately reached out to me on IG last week and said I love your content and I know agents, but I only want to work with you to help me find a house this year 🙌🙏”

, make a coffee, open your laptop and build your whole week of content in one sitting.

Your first week is on us. See how it feels when posting finally clicks.

2. AI messaging automation for Instagram lead follow-up

Let’s say you posted a neighborhood guide carousel with a caption, “DM for the whole guide,” to attract quality leads.

If you get too many DMs, it can be difficult to reply to every single one and identify buyers or sellers who are closer to making a decision. A better approach is to set up messaging automation that does it for you.

The same goes for comments or DMs with general inquiries.

An automated messaging platform can be trained with your knowledge base, which can be a document containing relevant questions about 

 and detailed answers. You can include questions about buyer preferences, property valuation tips, market reports and selling strategies.

Some of the most helpful AI tools in this category include ManyChat, Chatfuel or 

 Pair your automation with a strong lead magnet. The agents inside Coffee & Contracts use local neighborhood guides and or themed seasonal guides as the "DM me for this," offer, and it works because the content is already built for them.

3. AI video editing tools for real estate reels

Short-form talking head videos can be quite impactful in connecting with your target audience.

However, raw videos are rarely ready for publication. You need to trim the filler portions, enhance the audio, add visual effects, overlay captions and insert visual elements.

And the challenging part is that you need to do it all quickly and effectively.

Fortunately, new AI tools like Descript and Opus Clip can handle video editing and polishing in just a few clicks. Upload your video, and the tool does the rest.

Moreover, these tools come with integrated stock video libraries and AI video generators. These capabilities allow you to add or generate clips to enhance your overall message for potential buyers and sellers.

Common mistakes real estate agents make when using AI

While artificial intelligence is quite effective at taking over repetitive tasks, it certainly has limitations when it comes to strategic initiatives.

Learning how to use AI in real estate is almost as important as knowing which tools to pick.

1. Overreliance on AI for content creation

You must’ve come across real estate marketing tips that suggest you “just use AI” to generate visuals and write copy for social media platforms.

And your audience can tell. If your content looks and sounds like every other agent's feed, you've lost the thing that makes someone say, “I want to work with you,” not just any agent.

AI can be useful beyond content creation, too. For example, 

 can handle routine administrative tasks, giving real estate teams more time to focus on clients and growth.

Yes, you may be able to produce Instagram posts and reels quickly, but if it doesn’t feel like you, it won’t convert.

That’s why, in Coffee & Contracts, we provide you with customizable content templates that are created, curated and tested by real estate agents on Instagram.

The content platform has hundreds of Reels, Stories and Posts that you can personalize instantly for your audience and city without hiring a real estate photographer.

Even without a photographer on call, a few 

 can help you polish listing photos before they go into a template.

We have categorized them based on use cases so you can find them quickly and create real estate Instagram content without spending hours. You can find everything from Stories that nurture and engage your existing audience to property marketing assets.

Basically, the Coffee & Contracts Content Studio ensures you don’t have to rely on generic AI platforms to run your real estate Instagram marketing content engine.

And you can use this real estate tech to create a week’s worth of content in under an hour.

2. Sending canned responses for every interaction

You can certainly set up messaging automation for Instagram and email for general questions and inquiries. The keyword here is “general” because not everything can be answered with a predefined script.

Moreover, the goal of these tools isn't to replace real estate agents like you. Instead, it's to free you up for the conversations that actually close deals.

Some of your audiences are closer to making a 

 decision, which makes their queries nuanced and complex.

This is where you need to jump in and give them an in-depth response that solves their problem or at least points them in the right direction. Doing this will position you as a helpful friend rather than a real estate agent looking to get a client, which will help you convert them more effectively.

3. Using general AI to create a social media strategy

A real estate Instagram content strategy needs to include the specifics of what you need to create and when you should post it for your audience.

And those specifics depend on various parameters, such as your current marketing goals, emerging real estate trends in your city, your expertise and services and what your clients expect at the moment.

If you use common AI tools, such as ChatGPT or Gemini, you will end up with a generic approach that will fail to relay your skills and values to your audience. Consequently, your viewers and followers will be pushed away.

Supercharge real estate Instagram marketing with Coffee & Contracts

 is a content membership platform that helps real estate agents personalize and scale their Instagram marketing efforts seamlessly.

Inside, you will find hundreds of proven content templates that you can customize for your audience and market in minutes.

This will allow you to run your Instagram marketing content engine to boost visibility and attract high-intent leads.

Many members have gained more followers and, more importantly, found their ideal clients.

Gabby Hanson had her most successful year with Coffee & Contracts:

“This year, I've experienced significant growth on social media, gaining around 5000 new followers by leveraging local content, self-promotion through video and strategic use of Coffee & Contracts. As a result, I've generated nearly 250 leads on Instagram, successfully closing 10 deals and having 7 more under contract. Overall, it's been my most successful year, assisting 53 families with buying, selling and leasing properties, as well as tenant placement.”

Ready to make real estate Instagram marketing easy?

 inside Coffee & Contracts and see why 5,000+ agents use it to attract clients.

1. How can AI for real estate agents improve Instagram lead generation?

AI-powered tools help real estate agents create consistent, high-quality Instagram content faster. They enable better audience targeting, stronger hooks and data-backed posting times. This gets more impressions, increases engagement, drives more DMs and attracts higher-intent buyers and sellers.

2. What is the best way to use AI in real estate Instagram marketing?

The best approach is to use any platform's AI features as an assistant. Combine AI-powered design suggestions, visuals and captions with local expertise, brand voice and strategy. Review every output to ensure accuracy, relevance and alignment with lead generation goals.

3. Which AI tools help realtors create content and build brand authority on Instagram?

Real estate agents should use Coffee & Contracts Content Studio to create content for building brand authority on Instagram. The platform combines human-crafted content with AI to help real estate agents reach their target audience and market properties effectively. You can create all formats of Instagram content for different purposes, such as education, lead nurturing, lifestyle and personal branding.

4. How can real estate agents use AI to create reels, carousels and stories faster?

AI for real estate agents on Instagram: Attract better leads and grow your business in 2026

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How real estate agents use AI to win on Instagram in 2026

Access real estate Instagram content, coaching and strategy built to help you show up consistently and attract more client conversations.

Haley Ingram

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More by Haley

What Agents Get Wrong About Choosing an Ideal Client

$9M Closed. Another $7M in her Pipeline. All from niching down on Instagram

AI for real estate agents on Instagram: Attract better leads and grow your business in 2026