Instagram isn’t just a place to post pretty pictures of houses (although, let’s be honest, that’s part of it). It’s a search engine (like Google), a networking tool, and a lead-generation machine.

And if you’re using Instagram to market your real estate business, you want to make sure people can actually find you, engage with your content, and—most importantly—reach out to work with you.

So, let’s make sure your Instagram account is working for you, not against you!

How Your Instagram Account Should Work for Your Real Estate Business

Your Instagram profile isn’t just a digital business card; it’s a marketing powerhouse. Here’s what it needs to do:

• Make you easy to find online: Real people located in the areas where you serve should be able to find you online and follow your Instagram account.
• Keep your audience engaged: Your content should be engaging enough for your audience to like, comment on, and share your content. Engagement rate is much more important than the number of followers you have, according to the head of Instagram, Adam Mosseri.
• Generate leads: You want your audience to engage with your content, and contact you to learn more about how they can work with you.

If these three things aren’t happening for you, a quick Instagram audit can help you get on track!

A Realtor’s Guide on How to Set Up an Instagram Account

Here are some tips that you can implement immediately to clean up your Instagram bio, optimize it to get found by your target audience, and start generating leads.

1. Pick the Right Username (@handle)

Your Instagram username, also known as your Instagram handle, should be simple, searchable, and professional.

✅ Use your name and profession: @JaneDoeRealtor 

✅ Include your location if possible: @JaneDoeMiamiRealtor

❌ Avoid random numbers and symbols: @Jane_DoeXx99 (it’s harder to remember!)

The goal? If someone searches for “Miami Realtor,” your profile should pop up.

2. Optimize Your Display Name

Your display name appears in search results, so let’s make it work for you. This is an important field that Instagram will use to suggest your account to users who are looking for that kind of content.

Your first and last name should come first, followed by what you do and the area you serve.

Instead of just “Jane Doe,” use “Jane Doe | Miami Realtor”—this way, if someone types in “Miami Realtor,” you’re more likely to show up.

You can update your name field by going to your profile and “Edit profile.” The field should be at the top under your profile picture.

3. Use a High-Quality Profile Picture

This is the first impression people get of you. Your profile picture should instantly tell people: “I’m a professional real estate agent.”

✅ Use an up-to-date professional headshot where your face is clearly visible. 

✅ If you prefer branding, use a clean, high-quality logo. 

✅ Keep the background simple (no distracting scenery or filters) and be centered in the frame.

If you’re a team or brokerage, you can instead use a logo for your profile photo or a team photo.

4. Write a Bio that Sells

Your bio is prime real estate (pun intended). It should be clear and concise and tell people exactly what you do, including who you are and what you do, who you serve, and where you serve.

Don’t forget to include a strong call-to-action (CTA). What’s the next step you want people to take? How do you want your audience to engage with you?

Example: 

✅ Empowering first-time buyers and sellers in Miami 📍

✅ Local market expert | Realtor® 🏡

✅ DM me for a free home valuation 📩

Keep it short, sweet, and to the point. And don’t be afraid to use emojis to make it more engaging!

5. Include a Clickable Link

You can add up to five clickable links to your Instagram bio—a big change from the previous single link option!

You can add links under “Edit profile.” Look for the “Add link” option and click “Add external link.” Add your most important URLs. This can be:

✅ A link to your real estate business website 

✅ A free resource (like a home-buying guide) 

✅ Use a link-in-bio tool (like Linktree) to add more links

Your bio link is valuable—use it strategically!

6. Set Up Contact Options and Action Buttons

“Contact options” and “Action buttons” allow real estate agents to prompt potential clients to take a specific action.

You can set up Contact options by going to “Edit profile” and scrolling down to “Contact options” under “Public business information.” From there, you can add your email, business phone number, and business address.

“Action buttons,” which are directly under “Contact options,” can help you gain clients directly from your profile. You can add your lead form to capture leads on your Instagram profile page easily.

7. Create Instagram Story Highlights

Think of Story Highlights as a mini website for your profile. These keep important content accessible forever (not just 24 hours!).

Recommended highlights:

• 🏡 Listings: Current homes for sale
• ⭐ Client Reviews: Testimonials from happy clients
• 📍 Local Guide: Best neighborhoods, restaurants, and attractions
• 🔑 Home Buying/Selling Tips: Education for buyers
• 📊 Market Updates: Monthly home price trends

Keep them organized and use branded covers for a polished look. Don’t just pin random stories. Organize them into albums that add value to your audience.

Final Thoughts on How to Set Up an Instagram Account

Once you know how to set up your Instagram account for success, you can start building a presence for your real estate business. 

Need help with your real estate marketing? I’m launching a membership with access to a full library of done-for-you customizable marketing templates. Here’s what you’ll get:

• A monthly content calendar with social media templates and captions
• Marketing guides and printables, including checklists, flyers, postcards, mailers, and more
• Newsletter templates
• Email templates

Launching April 1, 2025!

Follow me on Instagram for updates, or contact me if you have a question or need professional copywriting services!