![The Estate Agent’s Guide to Instagram [with free calendar template]](https://propertybox.io/wp-content/uploads/2025/07/The-Estate-Agents-Guide-to-Instagram-PropertyBox-423x288-c-default.jpg)
Contents
Share
If you’re an estate agent and you’re not on Instagram—or you’ve posted once and ghosted your feed—it’s time to change that.
Why? Because Instagram isn’t just for influencers and brunch pics anymore. It’s a local search engine, a digital shop window, and one of the most powerful tools you have to build trust, showcase your expertise, and attract buyers and sellers right in your area.
There are 30M+ users in the UK and it’s growing. Don’t miss out. Plus if you’re starting to think about How To Market Properties to Gen Z, then you don’t want to miss this.
Let’s break down exactly how you, as an estate agent, can use Instagram in 2025 to grow your agency and stay ahead of the competition.
Why Instagram matters for estate agents
Instagram has evolved. Yes, it’s still a highly visual platform (perfect for showing off stunning property photos and video), but it’s also become a place where people search for services and local businesses—including estate agents.
Homebuyers are browsing #BrightonHomes before they check Rightmove. Sellers are scrolling through Reels to sort through the savvy agents are in their area. And with Instagram’s improved searchability features, your posts now have the power to show up when someone types “2-bed flat in Hackney” right into the app.
Translation? Instagram is now a serious player in your marketing mix—and you don’t need to dance on camera to make it work for your agency (unless you want to).
Step 1: Optimise your instagram profile
Before you start posting, make sure your profile is doing the heavy lifting. Think of it as your digital business card—and first impressions count.
Here’s what every successful estate agent profile needs:
@Handle
Keep it simple and recognisable. Something like @HastingsHomes or @NorthLeedsProperty
Professional account
Switch to a business or creator account, and if you can get it verified then even better.
Name field
Add a keyword like “Estate Agent” and your location. It’s searchable!
Bio
Brief, benefit-led, and location-specific. For example:
“Helping families find their perfect home in South London | Free Valuations | DM to book”
Link
Use Linktree or similar to offer multiple options—valuation form, listings, contact page.
Contact buttons
Make it easy for people to call or email you straight from your profile.
Highlights
Use highlights to group your best Stories—“Listings,” “Reviews,” “Tips,” “Behind the Scenes.”
Step 2: What to post (even if you’re not a content creator)
Struggling with what to share? Here’s a mix of content ideas that build trust, attract engagement, and generate leads:
Property Listings
-
Use high-quality images or video (PropertyBox can help you here👋)
-
Include key info in the caption—price, beds, location, viewing options.
-
Add a strong CTA: “DM us to book a viewing today!”
Reels
-
Quick walk-throughs of new listings.
-
“Top tips for selling in [your town].”
-
“3 things buyers forget to ask on a viewing.”
Behind-the-Scenes
-
Day-in-the-life of an agent.
-
Meet the team.
-
Office wins or funny moments (make it human).
Local Area Guides
-
Showcase neighbourhoods, schools, parks, cafes.
-
Partner with local businesses for shoutouts or tours.
-
Use hashtags like #LivingInLeeds or #BrightonLocalLife.
Testimonials & Success Stories
-
Use video clips or text overlays on Reels.
-
Share before-and-after results of staging or marketing (especially if using tools like PropertyBox).
Step 3: Maximise reach with Instagram’s search features
Here’s where things get exciting—and where most estate agents are missing out.
Captions Now Matter (Like, Really Matter)
Instagram now indexes caption text for search. That means instead of just hashtags, your actual words help your post show up in results.
Example:
❌ “New property alert!”
✅ “Just listed: 3-bed family home for sale in Bristol, walking distance to local schools and shops.”
Use Keywords in Your Bio, Captions & Alt Text
Alt text isn’t just for accessibility—it also helps with SEO inside Instagram. Always describe the property and location clearly when posting.
Geotag Everything
Every post and Story should have a location tag. Not just “UK”—be specific: “Guildford,” “West End, Glasgow,” “Bishop’s Stortford.”
Engage Locally
Follow and comment on posts from local influencers, businesses, and community pages. This improves your visibility and builds your local network.
Smart Hashtags
Use 5–10 that mix local, niche and branded. For example #SouthamptonHomesForSale #NorwichEstateAgent #LondonPropertyMarket #MoveToManchester #YourAgencyName
Read more on The Best Hashtags for Estate Agents to Use on Social Media blog
Step 4: Grow your following & turn it into leads
Instagram isn’t about chasing vanity metrics. You want quality followers—local homeowners, potential buyers, landlords—not random bots or competitors.
100 quality followers interested in your business are better than 1000 who aren’t.
Engagement Strategies That Work:
-
Use polls, quizzes, and questions in Stories.
-
Always reply to comments and DMs (quickly!).
-
Ask questions in captions: “Would you buy a fixer-upper or move-in ready?”
-
Share useful tips: “How to prep your home for viewings.”
-
Promote your newsletter or valuation tool regularly.
💡 Bonus tip: Try giveaways (e.g., “Win a free home staging consult”) or co-create Reels with a popular local cafe, yoga studio, or mortgage broker.
Step 5: Track your results
You can easily use Instagram Insights to measure what’s working:
-
Profile visits & reach
-
Follower growth
-
Engagement on posts
-
Website clicks & DMs
And remember—some of the best leads won’t “like” anything but will DM you out of the blue. Stay consistent and visible.
PLUS, if you’re using PropertyBox to create and publish your content you’ll be sure to benefit from the reporting on each post.
Final Thoughts: Make Instagram work for your estate agency
Instagram in 2025 is more than just a nice-to-have—it’s a free, powerful tool to connect with locals, build your brand, and win instructions. By showing up regularly, using smart captions and geo-tags, and sharing content that builds trust, you’ll position yourself as the go-to agent in your area.
So whether you’re managing a busy agency or running things solo, make Instagram part of your weekly strategy—and watch your local visibility grow.
👋 Need help with better property visuals for Instagram?
Check out PropertyBox — our platform helps estate agents instantly enhance photos, create branded social posts, and market listings like a pro. No content creator required.
Jessica Peckett
Head of Marketing
Jessica is a New Zealand-born digital marketing expert with a global perspective and a track record of driving results across aviation, energy, and real estate. Currently focused on helping UK estate agents succeed through PropertyBox, she blends strategy, creativity, and tech to turn ideas into business impact. Passionate about team growth and meaningful leadership, Jessica brings energy, empathy, and a sharp commercial mindset to everything she does.