What Real Estate Agents Should Be Posting (and What to Ditch)
Let’s face it—most real estate content on Instagram doesn’t work.
It’s not that agents aren’t trying. It’s that they’re stuck in an outdated model of social media, one that treats Instagram like a billboard instead of what it really is: a trust-building, client-nurturing machine.
If you want your content to actually generate clients, it has to connect with people where they are, how they think, and what matters to them. That starts with knowing what to stop posting—and what to post instead.
The Old School Real Estate Content That Needs to Go
If your Instagram is full of these, it’s time to rethink your approach:
Just Listed posts with zero context
5 Tips to Prep Your Home carousels you’ve recycled four times
Generic market updates that read like a spreadsheet
Boring testimonial graphics nobody relates to
Overproduced video tours that look more like short films than real content
Lip syncing trends that feel awkward and inauthentic
These kinds of posts don’t build trust. They don’t connect emotionally. And most importantly—they don’t convert. Your dream clients are scrolling right past them.
The New Rule: Every Post Should Do These 3 Things
If you want to convert clients from Instagram, every piece of content needs to:
Reach them → show up in their feed by being relevant and timely
Nurture them → build connection by speaking directly to their thoughts or experiences
Convert them → offer a clear path to working with you
This isn’t about going viral. It’s about showing up consistently as the agent they want to work with—before they ever reach out.
Listing Content Ideas That Actually Resonate
The key to great listing content? Make it relatable and specific. Speak to how your ideal buyer wants to feel in a home—not just what it has.
Try:
“If you like your morning coffee with a side of water views, this home is for you.”
“For sale: a light-filled home in [City] zoned for [Elementary School]”
“Some girls want a Birkin. I just want this home in [City].”
“If I wanted more space in an established, tree-lined neighborhood with sidewalks, this is the home I’d buy.”
These kinds of captions make your audience see themselves in the property—which is what gets them to click, DM, or book a tour.
Local Content Ideas That Build Community
Instagram isn’t just a platform—it’s a place to show that you live, work, and understand the community you're serving. Be the agent who knows your city like no one else.
Try:
“If [Show Name] was set in [City], here’s where the characters would live...”
“I asked ChatGPT to describe [City] neighborhoods... here’s what it said.”
“Things you won’t have to compromise on if you move to [City].”
“Here’s how we’ll know you’re not a [City] local — plus some advice from someone who’s lived here X years.”
These posts aren’t just fun—they show that you’re in the neighborhood, not just selling in it.
Educational Content That Creates Confidence
Your audience is full of smart people who don’t want to feel confused about the market. Use Instagram to help them feel informed—and empowered.
Try:
“Did we miss the best time to sell in [City]?”
“Your dream home might not be on the MLS (and here’s why).”
“4 homes in [City] just improved their price — and why that matters to you.”
“The average [City] home sits on the market for X days. Here’s how we can sell yours faster.”
By speaking their concerns before they ask, you become the agent they trust to guide them through it.
Personal Content That Humanizes You
People don’t hire a logo. They hire a person. Especially when buying or selling a home—a deeply emotional transaction. Your content should let them know who they’re working with.
Try:
“You’re not just hiring me to show you houses. Here’s what else I bring to the table.”
“An actually interesting quarterly update (yes, it’s possible).”
“‘You just sell houses’ vs. the real meaning behind what I do.”
“We chose the [slow life] in [City], so now our summer days look like this.”
This isn’t about being overly personal—it’s about being relatable.
Make the Shift (Without Starting From Scratch)
Shifting your Instagram content strategy doesn’t mean you have to overhaul everything overnight. But it does mean showing up with more intention.
Every post should answer:
Is this something my dream client would care about?
Does it speak to their experience?
Does it offer them a reason to trust me—or reach out?
If you’re not sure how to make that happen consistently, Agent Toolkit gives you ready-made content, captions, post ideas, and strategies that speak directly to your dream client—so you don’t have to figure it all out on your own.
With Agent Toolkit, your Instagram won’t just look good—it will work harder, convert better, and feel more aligned with the clients you actually want to serve.