Instagram for Real Estate Agents: What’s Actually Working in 2025
Trying to figure out what to post on Instagram as a real estate agent? You’re not alone—and you’re in the right place.
In 2025, Instagram is still one of the best platforms for real estate agents to build a brand, stay top-of-mind, and generate leads. But the strategies that work now look a little different than they did a year ago.
In this guide, we’re breaking down exactly what’s working—based on what real agents are posting, what’s getting engagement, and what’s actually bringing in clients.
Best Instagram Content Ideas for Real Estate Agents
1. Aspirational, local content
Good for: Shares + reaching new followers
This is the content people share to their stories with “omg this is so us.” It makes people feel something—hopeful, inspired, or excited about where they live (or want to live). Think: seasonal recs, dreamy parks, cozy cafes, and aesthetic neighborhood shots.
Examples:
🎞️This is your sign to move to [City Name]…
🎞️ POV: You finally move to [City Name] and your daily life looks like this
🎞️ One day you’ll live in the home (and the city) you keep thinking about
2. Neighborhood guides
Good for: Lead generation
These are perfect for relocation buyers or anyone researching your city. They want to know where they’d fit in, what each neighborhood feels like, and what life is like in different areas. These guides drive saves, DMs, and serious buyer interest.
Examples:
🎞️ If I wanted big backyards + quiet streets, these are the neighborhoods I'd consider
🎞️ [City Name]'s most popular neighborhoods by price
Top 3 Walkable Neighborhoods in [City Name]
3. Listing features
Good for: Lead generation + shares
People love seeing homes—even if they’re not actively looking. Reels like “Homes under 500K in [city]” or “Inside this charming bungalow” are easy, high-converting content. They get shared, saved, and often lead to “Can I see this?” DMs.
Examples:
🎞️ [City Name] homes under $000k that have summer BBQ written all over them
The house I'd buy if I wanted...
🎞️ [City Name]'s most popular neighborhoods by price
4. Local starter packs & itineraries
Good for: Shares, saves, new follows
Real estate tips rarely go viral—but “Saturday in St. Pete” will. People love local content that helps them imagine a day in the life. These posts are fun, visual, and immediately relevant to both locals and people considering moving.
Examples:
A locals guide to the best spots in [City Name, State]
🎞️ [City Name] spring weekend starter pack
The perfect spring trips under 3 hours from [City Name]
5. Entertaining education
Good for: Saves + building trust
Hook people with a story, a strong opinion, or a “no one talks about this” moment. These posts build credibility without needing to feel stuffy or salesy. Great for positioning yourself as an expert in an approachable way.
Examples:
Most agents don't do this–but they should | CMA
Home prices in [City Name] are way different from last year...
🎞️ My clients didn’t think they could afford to buy in [City Name]…
6. Photo dumps & behind-the-scenes
Good for: Building trust
Your audience wants to see the real you. Photo dumps, casual recaps, and messy-behind-the-scenes moments help you feel human—not just like a walking business card. This kind of content builds long-term connection and referrals.
Examples:
Life lately as a [City Name] real estate agent
2025 so far as a [City Name] real estate agent
When they say: "Share a fun fact!"
Lead Magnets That Convert in 2025
Let’s talk about what actually gets people to give you their email.
Spoiler: it’s not just “market updates.” The best lead magnets showcase the product (aka: homes) or help people picture their life in your city.
🔥 Ranked: What Works
Local / Relocation / Seasonal Guides
These answer real questions: “Where should I move?” “Best neighborhoods in [city]?” Perfect for serious leads.
Examples:
Local's Guide to City Name | Relocation Guide
Neighborhood Guide / Breakdowns
These help people narrow down options. They feel like free research, so people happily opt in.
Examples: Neighborhood Guide
Listing Info / List of Homes
Always a winner. People want to see homes—especially if it feels curated or exclusive.
Buyer/Seller Guides
Best for people in the planning stage. Works well if it’s specific and visually appealing.
Examples:
CMA / Home Value Reports
Ideal for passive sellers wondering, “What could I get if I sold?” Doesn’t pull huge volume, but it pulls the right people.
Examples: Market Report & CMA
Email Newsletter
Only works when the value is clear—new listings, local scoops, off-market alerts. Not just “updates.”
Examples: Email Newsletter Landing Page, Email Newsletter Template
MLS Search
Works only if curated or customized. Otherwise, they’ll use Zillow.
How Real Estate Agents Are Getting Leads from Instagram in 2025
Leads are still coming from the same places: referrals, sphere of influence, and social media. The difference? Agents are using Instagram to stay visible and get referred.
Why it works:
- People follow you before they need you.
- They watch silently for months.
- When it’s time? You’re top-of-mind—because you’ve been showing up.
How to make it work for you:
- Post consistently, even if it’s casual.
- Engage with your sphere. Comment, reply to stories, send DMs.
- Make it easy to refer you. Link in bio. “Start here” highlights.
- Stay in their orbit. Stories help people feel like they know you.
Instagram Design Trends for Real Estate in 2025
Here’s what we’re seeing perform well right now:
- Scrapbook-style posts with cutouts and layers
- Fonts that look handwritten
- Screenshot-inspired layouts
- Big, bold colors and oversized text
- Minimal-edited B-roll reels
- Aesthetic visuals that stop the scroll
Top Instagram Trends for Real Estate Agents
1. Reels that tag the viewer
Ex: “If someone asks if I’m ever leaving [City Name] I send them this”
These feel personal—and when something feels shareable, it performs.
2. Trend-jacking
Ex: The White Lotus Memes
You’re jumping on something people already recognize and giving it a local or real estate twist. It’s quick, relatable, and super effective.
3. Lifestyle-driven local content
Ex: Neighborhoods in [city name] where all of the houses don’t look the same
This isn’t about selling homes—it’s about selling the experience of living in your city. It’s what people are really looking for when they scroll Instagram to “research” where to live next.
Final Reminders:
- Stop overthinking.
You don’t need a perfect plan. Just post something. Test. Tweak. Keep going. - Stop listening to every “guru.”
There’s no secret. Instagram wants people to be entertained so they stay on the app. That’s it.
Your brain can rest now. We already made it for you.
Join Coffee & Contracts today for templates, tools, and strategies that actually work. Join over 5,500 agents in our community who have access to the complete blueprint for turning Instagram into a lead machine. Use the code "TAKE20" for $20 off your first charge.
