“Wait, you mean I don’t have to be on Instagram all day for it to work for me?”
Yes. It’s totally possible!
In the fast-paced world of social media, staying active on platforms like Instagram can be both a blessing and a burden. As real estate agents and entrepreneurs, we strive to stay relevant, but the need to constantly produce fresh content and engage with our followers can quickly become overwhelming.
But what if you could continue to engage and grow your audience without spending every waking moment online? This article explores innovative strategies for staying active on Instagram and engaging with your community effectively, while giving you the freedom to step away from your screen and live a life beyond it.
Here, we take a deeper look at how to create a balance between authentic personal engagement and strategic business content. Real estate agents often get into trouble because they lack a focused approach – posting information haphazardly without a clear purpose. This aimless approach is ineffective in attracting the right audience, resulting in a perception that is neither credible nor engaging, causing you to be more present to make an impact.
A cavalier approach to content doesn’t workk
Failure to define your target audience when creating Instagram content can lead to a series of recurring problems.
Not sure what to post? Do you feel like your following isn’t growing? Are you tired of feeling like you’re investing tons of money and time without getting anywhere?
That’s because you’re trying to post something everyone else is posting just because you think, “If they are, I should too!”
However, all of these problems stem from this single factor and result in a lack of necessary presence, thus reducing your need to constantly “be” there.
A nonchalant approach to content will only leave you more confused about who you are and why your ideal audience should choose you.
“I’m supposed to be ‘different,’ but how?”
What’s the first way to do this? Find the intersection of your passion and expertise.
Balancing expertise with personal hobbies, such as gardening, hiking or even bowling, can significantly enhance the appeal and effectiveness of your content.
Leveraging storytelling and clever analogies can really differentiate your content and cut through the white noise.
Our goal is to engage and find your community, and making connections is the first step in the process. If we connect, we can talk. In order for Instagram to be a platform that brings you conversions, connections and conversations must be created.
Let’s take a closer look at how to implement this effectively through a concrete example to illustrate the power of personalized content.
real life examples
Meet Sarah! She was a real estate agent in Connecticut who was fascinated by indoor plants. Each of her clients receives a gift at the end and she has very close relationships with local plant shops in town.
How is Sarah using her passion for houseplants to generate more business on Instagram?
three things:
- Create a 5-part video series on “Moving with Indoor Plants.” Each video will address a different part of the process, such as: what to ask the moving company that will be transporting them, watering them one last time before moving, how to navigate getting them all into the car…and more
- Record this series at your local plant store and create a plant giveaway in the title as your call to action
- Engage 3-5 of your favorite zip codes or cities on Instagram. Specifically, find all the indoor plants, plant shop, and plant people hashtags in these areas and engage with the content. Why? The eyeballs consuming this content are the “market share” you want to capture!
What happens when you create content like this?
Two things. connect and dialogue!
Want to switch? establish connection firstand then let the conversations come in on their own, and then you actively go out and look for them.
Reminder: Your content may not be suitable for everyone. Go find your people!
We’ve all heard that content that appeals to everyone tends to appeal to no one in particular. When it comes to building not just a loyal following, but a hyper-local following, it’s even more important that you know your goal: building your community!
In summary
You may be wondering, “Is it really possible to have an impact on Instagram without constant posting or story activity?” Does having a strong presence mean I need to live off it?
All in all, thriving on Instagram doesn’t mean being tethered to your phone all day, but rather developing and executing a strategy that combines your expertise with your personal passion.
You can build meaningful connections and foster ongoing conversations by defining your audience and engaging them with content that resonates, like Sarah’s creative use of her love of houseplants. Rooted in genuine interest and personalized engagement, these conversations are the cornerstone of your transformation.
Remember, success on Instagram is about quality, not quantity. Find your niche, speak to them directly, and watch your digital presence translate into real-world results without always being online. Let’s redefine effective social media strategy by being smart, selective, and strategic about the content we share.
Michelle Berman-Mikel is CEO and founder of Berman Media PD
This column does not necessarily reflect the opinions of the HousingWire editorial staff and its owners.
To contact the editor responsible for this article: [email protected]
