What Real Estate Agents Need to Know About the Latest Instagram Updates
Instagram is always changing, but that doesn’t mean realtors should get left behind. These updates could be the difference between posting content that gets ignored and content that gets seen, engaged with, and actually drives business.
If you want to stay ahead, bookmark this post and read on. Here’s what’s happening now and how to pivot your content strategy so it keeps working for you.
1. Carousel Posts Are Back on Top
It’s official—carousel posts are having a major moment. Many agents in our community are seeing higher reach and more engagement from carousels than they are from reels.
That’s a significant shift.
In fact, one member recently booked a listing appointment off a carousel post using a simple format we provided. The secret? High-value, educational content paired with local-specific captions and keyword optimization. These posts are swipeable, savable, and they hold your audience’s attention longer than a quick video scroll.
If you're only posting reels because you heard they're the best format, it’s time to diversify.
Want the exact carousel template and caption that got our member the listing appointment? Drop the word SELLER on our latest Instagram post and we’ll send it to your inbox.
2. Keywords > Hashtags
Instagram’s head, Adam Mosseri, has now confirmed what we’ve been doing for years: keywords in your captions and alt text are more powerful than hashtags.
Why does this matter?
Because if you want to show up in local searches—for people typing “realtor in Dallas” or “homes in Tampa Bay”—then you need to be thinking like a search engine. That means placing strategic local keywords naturally in your captions.
Here’s a cheat sheet to get started:
Mention your city and state in captions regularly
Use neighborhood names when showing listings
Add lifestyle terms people might search like “walkable,” “modern kitchen,” “waterfront,” etc.
Write in full sentences so the algorithm understands your topic
Hashtags still have their place, but think of them as a bonus, not the main strategy. Prioritize keywords in your captions if your goal is to reach locals—not just other realtors.
3. Automatic Sharing to Facebook Is Gone
If you’ve noticed your reach drop recently, this might be why.
Instagram has officially removed the automatic sharing of Reels to Facebook, so now you need to manually do it. This means less accidental exposure and more reliance on native performance.
For those who had Facebook as a secondary traffic booster, it’s now time to double down on your Instagram-native strategy. Consider repurposing your content manually for Facebook if it’s a platform that’s worked well for you before, but don’t rely on automation to do it.
4. If Instagram Isn’t Bringing You Business, Fix the Strategy—Not the Platform
We hear it often from new clients: “I post, but I’m not getting sellers or buyers from Instagram.”
It’s not because Instagram doesn’t work—it’s because most agents are either:
Posting the wrong kind of content
Posting without a strategic funnel in place
Giving away all the info with no call to action
If you want your Instagram to work as a lead generator, you need three things:
Content that speaks to the needs of buyers and sellers
Hooks that drive curiosity and interaction
A clear, simple way for people to take the next step with you (book, message, comment, opt-in)
Carousel posts and keyword-rich captions are just the starting point. You also need systems to capture and nurture those leads.
How Agent Toolkit Can Help
If you're not sure what to post, how to structure your captions, or how to turn engagement into actual conversations that lead to business—Agent Toolkit was built for exactly this.
Our members aren’t just growing their accounts—they’re closing listings and attracting qualified buyers.
If you’re ready to start showing up like the local expert you are, and actually have your Instagram drive real estate deals in 2026 and beyond, Agent Toolkit is the partner to make that happen.