How Real Estate Agents Can Use Instagram’s Algorithm to Get More Local Followers & Leads (Updated for 2025)
If you’re a real estate agent looking to grow your local audience and turn Instagram into an actual lead-generating machine, you need to understand how the platform ranks content—and how to make it work for you.
Instagram head Adam Mosseri recently shared how the algorithm ranks Reels, and we’ve simplified everything you need to know to get more engagement, reach more local buyers and sellers, and build your brand—without wasting time on content that doesn’t work.
The 3 Factors Instagram Algorithm Uses to Rank Content (Straight from Instagram HQ)
Instagram doesn’t show posts in chronological order—instead, it ranks content based on three key signals that determine how far your post will reach.
These three factors decide whether your content gets pushed to new audiences or buried in the feed:
1. Watch time → The longer people watch your Reels, the better.
The more time people spend watching your content, the more Instagram pushes it to other users.
2. Likes per reach → More likes = better ranking for your followers.
More engagement from your current audience means Instagram will show your future posts to more of your followers.
3. Sends per reach → More shares = better ranking for new audiences.
If people are sharing your post via DMs or Stories, Instagram prioritizes it for non-followers, helping you reach potential buyers and sellers who don’t follow you yet.
Here’s how to optimize each one so Instagram ranks your content higher:
How to Improve These 3 Key Metrics (Watch Time, Likes, Shares)
1. Improve your watch time to increase reach
If people scroll away too fast, your post gets buried. If they watch longer, Instagram pushes it to more people.
Here’s how to hook viewers instantly and keep them engaged until the end:
🛑 Hook Viewers in the First 3 Seconds:
- Start with a bold question or statement:
- “You won’t believe what $500K gets you in [city]!”
- “This neighborhood is blowing up—here’s why.”
- Use movement: Walk into a listing, open a door, or change locations to create instant visual interest.
- Tease the payoff: “Wait until you see the backyard on this one…”
📌 Keep Them Watching Until the End:
The longer people watch, the more Instagram pushes your content to new viewers. Keep your videos short, snappy, and full of value.
- Use a countdown or list format: “3 things every first-time buyer in [city] needs to know.”
- Edit with fast cuts: Show quick clips of different rooms in a home or highlight different angles of a local hotspot.
- Always use captions: Many people watch without sound, so adding text keeps them engaged.
Example: This reel hooks you in multiple ways: She does a visual hook by moving in the beginning of the video, she has a negative hook that keeps you curious "do not buy a car this year," she uses a title and closed captions so you can consume it even if the sound is off, she uses really quick cuts (there are no pauses), and she keeps it short and sweet. Bravo! 🙌
2. Increase likes to get your content shown to more followers
The more likes per reach your content gets, the higher Instagram ranks it for your followers.
📌 Content That Gets More Likes:
- Relatable moments: “Things every homebuyer in [city] has experienced.”
- Personal updates: “Why I became a real estate agent in [city].”
- Behind-the-scenes (BTS): “Here’s how I prepped this listing for the market.”
- Case studies & success stories: “How I helped a family find their dream home in [neighborhood].”
- Jump on trends: Use popular audio or voiceovers that fit your brand.
- Funny, relatable content: Our blooper reels always get the most likes because they show personality!
📌 Want to stay top of mind with your followers? → Create content that gets likes.
📌 Want to reach new buyers & sellers in your city? → Create content that gets shared.
Example: This reel below was unlike our usual value-packed content, but it allowed our followers to get a glimpse into the behind-the-scenes of creating our content, and was very relatable and funny. It got more likes than usual, and reached a ton of our followers that it typically would not.
3. Increase your shares to get your content seen to more non-followers
If you want to reach people who don’t follow you yet, you need to create content that gets shared via DMs or Stories.
📌 Content That Gets More Shares:
- Local gems: “5 hidden coffee shops in [city] you need to try!”
- Funny or relatable: “Every homebuyer touring houses in [city] right now 😂.”
- Tips & insights: “The 3 biggest mistakes buyers in [city] make.”
- Local updates: “These new restaurants are opening in [city] this month!”
- Stunning visuals: Reel-worthy moments from listings or local hotspots.
📌 Want your content to reach new buyers & sellers in your city? → Create posts your audience wants to share.
Example: The following example uses the hook "Send this to someone looking for an investment property in Philly's hottest neighborhood" – Encouraging the viewers to send this reel to someone.
Example of a Reel That Checks All 3 Ranking Signals
Want a post that checks all three boxes? Try this:
🎥 Reel Idea: "What $500K gets you in [city] vs. [neighboring city]"
✅ Boosts watch time → People stay to compare both homes.
✅ Gets likes → It’s relatable & interesting.
✅ Encourages shares → Locals & out-of-towners DM it to friends.
💡 A single post like this can generate more leads than weeks of “just listed” graphics.
Avoid These Common Mistakes ❌
🚫 Posting without a hook → If your video doesn’t grab attention in 3 seconds, people scroll.
🚫 Only posting graphics & ads → People connect with faces and places, not generic templates.
🚫 Not using local content → If you want local clients, your content needs to speak to them.
🚫 Ignoring engagement → If you post but don’t respond to comments & DMs, you’re missing leads.
🚫 Posting once & ghosting → Instagram rewards consistency—engage before and after posting.
Final Takeaway: Want More Local Leads?
💡 If you focus on improving watch time, likes, and shares, Instagram will push your content to more of your followers AND to new audiences.
✅ Want to implement this strategy the easy way? Inside Coffee & Contracts, we give you plug-and-play templates designed to maximize reach, engagement, and local visibility—so you can focus on closing deals.
