How to Grow Your Followers on Instagram as a Real Estate Agent: The Ultimate Instagram Audit

If you’re a real estate agent wondering how to grow your Instagram following and turn your profile into a lead-generating machine, you’re in the right place. Instagram isn’t just for pretty pictures—it’s your secret weapon to build trust, showcase expertise, and connect with clients. The first step? A strategic Instagram audit.

Click HERE to download the Instagram Audit worksheet and use it with this blog post.

Here’s how to optimize your account for growth and engagement:

1. Start with Your Profile Picture

Your profile picture sets the tone for your brand. Use a clear, high-quality headshot of you. People want to connect with a person, not a logo. This is how they recognize and relate to your brand.

The only time to use a logo is if it's for a team or brokerage page. However, the team lead or brokerage owner should have their own personal account as well, with their own photo.

You should have an account that represents you and your personal brand, and separate account that represents the brokerage or the team.

Why it matters: People connect with faces, not logos. A polished headshot immediately builds trust.

2. Optimize Your Username and Display Name

Your username (handle) and display name are crucial for making your profile searchable. When someone types “real estate agent in [city]” into the Instagram search bar, you want your profile to pop up.

The secret? Your display name acts as a keyword hotspot, and your username should be clear and professional.

Here’s how to optimize both:

• Display Name: Include your name, your city, and the term “Real Estate” or “Realtor.”
  • Example: John Smith → John Smith | Tampa Realtor
• Username: Keep it simple, professional, and aligned with your brand. Avoid numbers or vague terms and incorporate real estate keywords.
  • Example: @johnsmith123 → @johnsmithrealestate

If you serve multiple areas, focus on your primary market or include as many relevant keywords as you can without overloading.

By optimizing these key elements, you’ll increase your chances of showing up in local searches and making it easy for potential clients to find and follow you.

3. Craft a Killer Bio

Your bio is prime real estate—make every word count. Use this formula:

• Who you help/your specialty: Helping first-time buyers build wealth through real estate.
• What you post about: Sharing all the best things to do in Tampa Bay!
• Call-to-action: Grab my free Moving to Tampa Guide!

Avoid: Overloading your bio with hashtags, awards, or contact details. Keep it simple and action-oriented.

4. Leverage Story Highlights

Stories are one of the best ways to connect with your audience, but remember—they only last 24 hours. That’s where Story Highlights come in. You can pin your best stories to Highlight Albums that live at the top of your page, keeping them easily accessible for anyone visiting your profile.

I always recommend strategically using this section like a mini-website to showcase your expertise and build trust.

Here are some ideas of what to include in your highlights:

• Start Here: A quick intro about who you are and what you do.
• Local Tips: Share favorite spots, events, or businesses in your area.
• Client Wins: Highlight testimonials, success stories, or client shoutouts.
• Free Resources: Promote guides, checklists, or email opt-ins.
• Behind the Scenes (BTS): Show up daily to share snippets of your life—whether it’s prepping for an open house, grabbing coffee at a local spot, or giving a sneak peek of your day-to-day. This helps your audience connect with you.

Pro tip: Use branded highlight covers to make your page look polished and cohesive.

By organizing your highlights strategically, you’ll provide valuable insights for potential clients while making your profile feel professional and approachable.

5. Audit Your Content Strategy

Ask yourself: What makes my feed valuable to my ideal client?

Here’s the formula for growth:

• Faces and places: Post photos of yourself and local spots.
• Local expertise: Create reels highlighting your city’s hidden gems.
• Showcase listings: Post walkthroughs, features, and price points.
• Unique value: Share client stories, market insights, or tips buyers and sellers can save for later.

Pro tip: Use bold, clear titles on posts to make your feed binge-worthy.

6. Perfect Your Link in Bio

The key to converting followers into leads? A strong link in bio. Use it to:

• Promote a lead magnet, like a free relocation guide or buyer checklist.
• Drive traffic to your email newsletter or website.
• Offer consultations with a simple booking link.

Example CTA: “Click below to grab my FREE guide to buying new construction in Houston!”

7. Boost Engagement with Insights

Growing your following is more than just posting—it’s about understanding what works. Use Instagram Insights to analyze:

• Which posts get the most engagement (likes, shares, saves).
• What type of content drives DMs or leads.
• What underperforms and why.

8. Consistency is Key

Followers grow when they know what to expect. Stick to 3–5 content pillars, such as:

• Personal/BTS Content: Show your face, your day-to-day, share life updates, etc.
• Local Content: Highlight local businesses, neighborhoods, and events
• Listing Features: Showcase hot new listings to generate leads
• Educational Insights:
  • Market insights to position yourself as the expert
  • Client win stories that showcase your results
  • Real estate insights that people will want to bookmark for later

9. Engage Like a Pro

Instagram’s algorithm rewards interaction. Spend 10–15 minutes daily:

• Commenting on posts from local businesses or clients.
• Engaging with followers in your DMs.
• Sharing behind-the-scenes updates on Stories.

10. Batch Create Content

Save time by planning ahead. Schedule a brand shoot every quarter and create reels, carousels, and posts in bulk. Tools like Coffee & Contracts, Canva and Meta Business Suite can help streamline the process.

Why an Instagram Audit Works for Growth

When your profile is optimized for local followers, clear in its messaging, and consistent in its content, you naturally attract people who see value in following you. They’ll trust you as a real estate expert and be more likely to reach out when they’re ready to buy or sell.

By following these steps, you’ll turn your Instagram from “just another profile” into a lead-generating, follower-growing powerhouse.

Ready to grow your Instagram in 2025? Start your audit today, and let me know which tip helped you the most!