How Giovana Closed $1.3M From 2 Instagram Videos
It sat on the market for 4 months. Then she made 2 videos.
An equestrian estate in Fort Pierce, Florida, had been sitting on the market for four months with another agent. The seller was frustrated; the property wasn't moving, and she was ready to try something different.
So she reached out to an agent she'd never met. Someone she found while scrolling Instagram.
That agent was Giovana Florentino, an equestrian real estate specialist based in Wellington, located 70 miles south. The seller had been watching Giovana's property tour videos and knew exactly what she wanted: this kind of marketing.
Giovana listed the property at $1.325M, posted two videos, and watched them rack up over a million combined views between Instagram and TikTok. A buyer saw one of the videos, called, and made an offer. The home was under contract in less than two months.
The niche chose her
Giovana didn't sit down one day and decide equestrian real estate would be a smart marketing angle. She's been riding horses since she was six. Her husband is an Olympic rider and equestrian trainer. She lives in Wellington, known as the Winter Equestrian Capital of the World.
"It's not something that I chose," she told us. "It's something that's been part of who I am since before I can remember."
What she posts (and what actually converts)
Giovana is clear-eyed about what different content does for her business:
Property tours bring views and followers. They're her best-performing posts in terms of reach. People love watching equestrian estate walkthroughs even if they're not actively looking. These also serve as conversation starters for a small group of people actively looking to buy. These posts serve multiple purposes, from top-of-funnel awareness to people who ask "Can I set up a showing?"
"Just sold" stories drive the most conversations. But we're not talking about a static graphic with a "SOLD" overlay. Giovana posts a video tour of the property with a "just closed" caption. She explains the story of the sale, which drives DMs from curious buyers and sellers looking for something similar or seeking representation in a sale. Seeing the home professionally featured and learning about the nuances of the sales signals credibility in a way that a generic "just sold" graphic post doesn’t.
Local value content attracts locals and people considering a move. Posts about Wellington, what makes one area different from another, and insights only a local would know.
Relatable content gets shares. The "you know you live in Wellington if..." content. People tag friends, and the reach is high, but Giovana says she doesn't get as many direct inquiries from these.
The takeaway here is that different content serves different purposes. Local content and property tours build her audience and expand her reach. Just-sold stories convert them. It's about knowing what each type is doing and sharing a variety of those post types.
Her time investment
Giovana spends about 3 hours a week on content, aiming for 1 reel and 1 carousel per week. She films, edits, and posts everything herself because she knows exactly how she wants it to look. For her, Instagram is one of the main drivers of her business, so the time she spends creating content is worth it.
The mistake she sees other agents making
Sometimes, I think agents are being too mechanical with their content. Posting the same just-listed/just-sold graphics over and over without any personality, story, or flavor. Treating Instagram like a corporate checkbox instead of a place where people actually want to connect with other people.
"People want to see people on social media," she said. "They don't want to see another company. They don't want to see logos."
This is the balance C&C is always talking about: templates give you structure and consistency, but you bring the personality that makes them resonate.
Her advice for building a niche
"Start with something you like, or that embraces your current life."
This could be a sport, a hobby, a lifestyle. If you're a parent who's building your life around your kids, lean into that. If you're obsessed with a specific area of town or type of home, own it completely.
"It's very important to target one audience instead of trying to reach everyone," she said. "Before, I wanted to reach the whole of Palm Beach County. But it's impossible. I can't be an expert in every single area, community, or type of home. But I can be an expert in one."
The lesson: trying to appeal to everyone means resonating with no one. Pick something, go deep, and let the right people find you.
The long game
Giovana has had her Instagram account for about 10 years. She only started seeing serious traction in the last year.
"It wasn't in one year that I got the followers I have now," she said. "It was multiple years doing this, multiple years until I figured out what types of content worked for me and my audience."
Her advice for agents who haven't seen results yet: don't give up. Start with one or two posts a week if that's all you can manage. Think about what your ideal client would find interesting and valuable. Post things that feel natural to you. When in doubt, talk about your community and your neighborhood, and build from there.
The bottom line?
Giovana's $1.3M sale came from two videos and years of showing up as the person who knows equestrian real estate better than anyone in her market.
She's now working with a $4M+ seller who also found her on Instagram. That same client intends to buy with her, too.
The ROI will come. But it doesn't happen overnight, and it doesn't happen by trying to be everything to everyone.
Lean into what you know, stay consistent even when the results aren't immediate, and let your content do the work of attracting the right people over time.
Giovana shared that Coffee & Contracts changed the game for her in her content strategy. If you want to see what she means, try a free week on us.
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Thank you, Giovana!
Giovana Florentino is a Wellington, Florida-based real estate agent and a member of Coffee & Contracts. Coffee & Contracts is a marketing platform that helps real estate agents make social media their top lead source.
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