Instagram makes sense for a visual-driven industry like real estate. According to Sprout Social, around 71 percent of US businesses are using Instagram. Its astonishing growth rate means it has surpassed Twitter for marketing purposes, and leaves late adopters wondering what to do. Recently, a real estate agent asked if they should make a business Instagram or keep their personal Instagram. The answer boils down your intentions for the platform.
Benefits of Personal Instagram for Real Estate
Instagram is really an image-forward extension of Facebook. A personal Instagram page that shares quality material organically reaches others searching for similar content using hashtags. As a real estate agent, you are your brand. Naturally, a personal Instagram is an extension of your brand. After all, a client isn’t just buying real estate, they’re buying you: your work ethic, experience, advice, etc. It makes sense to have a personal account that post images as you go about your day.
Benefits of Business Instagram for Real Estate
What a personal Instagram account lacks is more detail, advertising, and metrics. An Instagram business profile allows for your brand to promote posts and see the analytics on your followers and posts. You’ll learn which content works and what isn’t engaging followers. Savvy social media marketers can use this data to build profiles of clients.
You’ll be able to link your website, create a professional-looking profile, and sync with your Facebook page. A business profile allows you to link your website to an Instagram story, a valuable feature when three-quarters of users take an action after seeing a post.
Drawbacks to a Personal Instagram
To summarize the differences, let’s consider the negatives of using a personal account for real estate marketing. Individuals don’t have access to analytics or advertising. That means no paid boosting listing posts on a personal Instagram. There’s no ‘contact’ button with Stories or on your page, meaning those newly discovered users don’t have an easy way to reach you. Finally, remember it’s a personal account. If you plan to exclusively use Instagram for real estate, great! If you’re mixing business with pleasure, curate carefully or create a different user account for family and friends photos.
Drawbacks to a Business Instagram
A business account requires a Facebook business page. This means you won’t be able to link your business Instagram to multiple Facebook profiles. No sharing between personal followers and business followers! You’ll additionally no longer be able to make posts private. You will be able to share posts directly from Instagram to your Facebook business page, but not your personal page or other owned pages.
Still confused about which option suits your real estate brand the best? Check out this handy Instagram account infographic that will determine which profile type will serve your needs.
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Also published on Medium.