Instagram’s New Rules: What Every Realtor Needs to Know in 2025

Instagram has made some big changes, and if you're a realtor looking to grow your business, now is the time to adjust your strategy. With a stronger focus on original content, video engagement, and search optimization, Instagram is evolving into a platform that rewards authenticity and interaction.

If you want to maximize your reach, generate more leads, and stay ahead of the competition, here’s everything you need to know about the new Instagram rules and how to leverage them for your real estate business.

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1. Prioritize Original Content Over Resharing

Instagram is now deprioritizing reposted or repurposed content that doesn’t add value. This means resharing the same old listing photos or generic market reports won’t cut it anymore.

✅ What to Do Instead:
✔ Create original listing videos, behind-the-scenes content, and market insights.
✔ Share before-and-after home staging transformations to showcase your expertise.
✔ Tell a story with your posts—talk about the family that just bought their dream home rather than just showing a closing photo.

💡Pro Tip: If you do share industry news, add your insights rather than just reposting. For example, instead of sharing a mortgage rate update from a news source, explain what it means for buyers and sellers in your market.

2. Instagram Reels Are More Powerful Than Ever

Instagram prioritizes video content, and now with the “With Friends” feature, users can see what their friends are watching and liking. This means your content can reach new audiences organically—if it’s engaging enough.

✅ How to Use This to Your Advantage:
✔ Post Reels of new listings, home tours, and “day in the life” clips.
✔ Use trending audio and text overlays to make your videos stand out.
✔ Encourage past clients and industry partners to like and engage with your content—it increases the chances of your posts showing up in their followers’ feeds.

💡 Pro Tip: Ask simple questions in your Reels like “Would you pick kitchen #1 or #2?” to boost engagement and visibility.

3. Optimize Your Profile for Instagram Search (SEO Matters Now!)

Instagram is becoming more like a search engine, so keywords in your bio and captions matter more than ever. Instead of relying only on hashtags, you need to use key phrases that buyers and sellers might search for.

✅ How to Optimize Your Instagram Profile:
✔ Update your bio with searchable terms like “Austin Luxury Realtor” or “First-Time Homebuyer Expert in Chicago.”
✔ Use relevant captions like “The top 3 things you MUST know before buying a home in Los Angeles.”
✔ Still use niche hashtags, but focus on keywords in your text.

💡 Pro Tip: Think about what a potential client would type into Google or Instagram if they were looking for a realtor. Use those words in your posts!

4. “Views” Are the New Engagement Metric

Instagram is now using views as the primary way to measure content success. Likes and comments still matter, but views will determine how often your content gets recommended.

✅ How to Increase Your Views:
✔ Post more Reels and carousel posts (Instagram favors these formats).
✔ Use interactive Stories (polls, Q&As, “Ask Me Anything” stickers).
✔ Repurpose high-performing videos into short, engaging clips.

💡 Pro Tip: Don’t just post one type of content—mix it up with listings, testimonials, and personal brand-building posts.

5. More Conversations = More Clients

Instagram’s algorithm now rewards accounts that drive conversation and interaction. The more you reply to comments, DMs, and Stories, the higher your content ranks.

✅ How to Make This Work for You:
✔ Engage with your followers by responding to every comment and DM.
✔ Use question stickers in Stories to encourage discussions.
✔ Go LIVE on Instagram weekly with market updates or buyer/seller Q&A sessions.

💡 Pro Tip: Collaboration is key! Partner with local businesses, lenders, and home stagers for Instagram Live sessions and shared content.

Take Action Now: Your Instagram Game Plan for 2025

• Post at least 3-5x per week using a mix of Reels, carousel posts, and Stories.

• Use Instagram as a search engine by adding location-specific keywords in your bio and captions.

• Engage more—reply to every comment and DM, and use interactive stickers in Stories.

• Showcase your expertise by creating original content that answers common buyer and seller questions.

💡Final Tip: Instagram isn’t just a place to post—it’s a place to build relationships. Focus on educating, engaging, and entertaining your audience, and the leads will follow!

Want More Instagram Tips?

I’d love to hear how you’re using Instagram for your real estate business. Reply to this email and let me know your biggest Instagram challenge.

Here’s to crushing your real estate marketing in 2025! 🚀

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