My Observations:The Most Popular Real Estate Instagram Content Right Now
I follow a lot of realtors on social media. So when I’m scrolling through Instagram, I like to say “I’m working.” Ha, ha.
Well, it’s actually kinda true. I’m frequently just taking it all in and seeing what real estate agents are up to. But these past couple weeks, I decided to be a lot more intentional about the observations on Instagram that I was making. I took a bunch of notes about what types of content seemed to be getting the most views and the best engagement.
All of the info I’m sharing here is purely observational on my part. I’m not looking at any official analytics. It’s also worth mentioning that I have no idea what’s happening behind the scenes—what type of DM conversations or in-person interactions are happening as a result of certain pieces of content? I know from my own experience with clients, just because a post doesn’t have great vanity metrics (likes + comments) doesn’t mean that it’s not inspiring convos.
Before I share my observations, here are a few things to keep in mind:
Everyone’s audience is different. One realtor might share a certain type of content and get a great response, while the next realtor might do the same and get crickets.
Creating content of value for YOUR people is much more important than hopping on the latest trend to get more views.
The right people need to see your posts. A ton of views or likes aren’t very useful if the right people aren’t seeing your content.
You don’t need a ton of followers or views to have a successful Instagram strategy for your real estate business.
***
Alrighty, let’s dive in!
Here are my observations on the most popular content on Instagram right now:
Very Short Reels
From my ~research~, the #1 most popular piece of content on Instagram right now are super short Reels.
And lemme be honest: I am so annoyed about this!
Typically, these super short Reels are like 2-10 seconds long. There’s some b-roll footage, something simple written on the screen, and it’s all meant to get your attention so you read the caption. You might literally see “read the caption” written on the screen, but more often now I’m not even seeing that call to action. The viewer (well, me) is just left waiting for something to happen, only to realize the good info that I actually want is probably in the caption.
I don’t like feeling tricked, and this content style feels gimmicky. However, whether or not you decide to create this type of content depends on what your goals are, and I think this can be done in a positive/valuable way.
I am probably just biased because creating this type of short, snappy content does not come naturally to me!
Now, one of the reasons why this type of content might have higher view counts is because the videos loop. So a video might play 3x before someone realizes they need to read the caption to get the real info. It is possible that these types of Reels aren’t actually that popular, because the numbers are inflated. ¯\_(ツ)_/¯
Super FAST Reels
I am concerned for our sanity as a society! The most popular Reels are moving faster than my eyeballs can keep up with.
Realistically though, super fast-paced Reels totally catch and hold onto my attention, and I can see in the view counts + engagement that they’re captivating everyone else, too.
Here are a few of the characteristics that make super fast Reels so attention grabbing:
Long intros are a no-no. Have a beautiful video/image first, and move onto the next shot in literally 1-2 seconds. And keep it moving. Fast cuts, chop chop!
If anything is moving too slow (people walking, boats passing by, a panning shot of a living room) speed it up. Start with 1.5x and see how it looks. I think I've used up to 5x before, but it depends what it is.
For home tours and neighborhood tours, it’s become really common to have the screen divided into thirds and have 3 different videos playing at once. So you might be showing off the kitchen from 3 different angles at the same time. Talk about visually engaging!
Pretty Homes (Like, REALLY Pretty Homes)
This one should not come as a surprise, but it is a good reminder to show off those gems you’ve got out there!
People love pretty homes. But not just ANY pretty home… it can’t be too cookie cutter to capture your audience’s attention (even if it’s a lovely home). There has to be something really spectacular about it, whether it’s uncommon architecture, a truly breathtaking view, or a living room with a huge wall of windows straight out of AD.
At the same time, houses that are CUTE—think of a simple yet charming cottage with bright and colorful staging—are also getting great attention. What’s going to stop someone’s scroll? (Hint: It’s probably the same thing that’s stopping yours!)
If you have a listing that’s getting extra attention (and you know it’s because it’s so photogenic), get ready to share photos of this listing over and over and over again.
Unique Home Features
Posts that highlight just one unique home feature (versus sharing the entire home) seem to be doing really well right now, and this has also been the case for my clients in the past.
If you’re touring homes and come across a house with a laundry room that is totally dreamy (like, could be in a magazine), that might make a great post. Or maybe your latest listing has a hidden bookcase door that leads to a wine cellar—now, I definitely want to see a picture of that!
These types of features can be showcased in a post all by themselves, whether you make a short Reel, or include a few pics of it in a carousel.
Restaurant Spotlights With Food That Looks Amazing
People seem to love restaurant features, which also may not come as a surprise. But it can’t just be any kind of restaurant feature. The perfect recipe (ha, ha) for a restaurant feature whether you’re doing a Reel, an Instagram Story, or a carousel in your main feed seems to be this:
People smiling together (you and your dining companions having fun, clinking glasses, candid/silly pics, etc.)
Food & drinks (with impeccable presentation!)
Unique interior & exterior (could be ultra-trendy, could be “mom and pop”; just something that catches your attention)
More Than One Person
As I endlessly scrolled through Instagram, one thing I noticed again and again was that Reels with more than one person in a frame seemed more popular. This means filming yourself and a friend or colleague talking together, or out and about together, etc.
Typically, photos in general also perform better with multiple people in them (the algorithm loves faces), but this was especially prevalent in Reels.
Something That’s Memorable & Personal
What are other realtors not talking about right now? What is something that people might not know about you? Maybe you have a weird collection (give us a tour!), maybe you’re realllllly into fantasy books (who are your favorite authors, and let’s see your bookcase!), or maybe you have a pet turtle that is 52 years old (what’s its story?).
Content from realtors that was about very specific and non-real estate topics seemed to really take off.
Carousels With a Ton of Photos
In a newer Instagram update, they added the capability to post up to 20 photos in a carousel (up from 10). Not every account has this feature yet (Instagram typically rolls out features to accounts at different times), just FYI. But I noticed that posts that took advantage of sharing a TON of pics seem to be getting more engagement.
***
Whew!
Personally, I don’t like chasing trends. Social media trends change incredibly quickly. I really believe that focusing on creating high-quality content to attract the specific people you want to work with is where it’s at. However, that high-quality content isn’t going to do anyone any good if no one sees it. We can always get better at optimizing our content and keeping things fresh!
Have you noticed certain types of Instagram posts doing better than others right now? I’d truly love to hear your thoughts!
