What Realtors Need to Market Listings on Instagram

By Sandy Hibbard

If you’re a Realtor today, Instagram isn’t just a social platform. It’s your digital curb appeal. It’s the place where buyers scroll at night, where sellers quietly check your profile before they call you, and where your personal brand grows one post at a time.

But here’s the truth:
Many real estate media packages were designed for a different era—one focused on MLS, email, and property websites. Those tools still matter, but Instagram now plays a major role in how people discover homes and agents.

So the question isn’t whether you should be on Instagram.
The question is: Do you have the right content to succeed there?

Let’s talk about what the platform actually rewards—and what you should be asking for from your photographer or video provider.

Instagram Today: A Video-First Platform

Over the past few years, Instagram has shifted heavily toward short-form video. According to social media analytics platforms like Sprout Social, Hootsuite, and Hubspot, the algorithm now prioritizes:

• Watch time
• Shares and saves
• Comments and engagement
• Short-form video, especially Reels

In fact, industry benchmarks consistently show that Reels reach more people than static posts and generate higher engagement rates.

That means the traditional approach—posting a photo with a link in the caption—simply doesn’t have the same impact it once did.

Instagram wants content that:

• Is native to the platform
• Keeps people watching
• Encourages interaction

And that starts with the right media assets.

Your Instagram Is More Than a Listing Board

Your feed isn’t just a place to announce homes for sale. It’s where people get a feel for:

• Your taste
• Your professionalism
• Your consistency
• Your market knowledge

Buyers and sellers don’t just hire agents anymore.
They follow them first.

Every listing you post is an opportunity to:

• Reinforce your brand
• Show your style
• Build familiarity and trust

But that only works if your content is built for the platform where it lives.

What Instagram-Friendly Listing Media Looks Like

In today’s marketing, a strong listing media package includes more than just photos and a horizontal video tour.

Here’s what works best on Instagram, based on current platform trends and engagement data.

1) A Vertical Reel

This is the most important asset.

• Vertical format (9:16)
• About 30–45 seconds long
• Designed for Instagram Reels
• Strong opening visual in the first few seconds

Short-form vertical video is the format Instagram promotes most aggressively in its algorithm.

2) A Few Short Teaser Clips

These are quick, simple video snippets.

• 7–10 seconds each
• Vertical format
• Great for Stories or additional Reels

They help you stay visible throughout the life of a listing without creating new content from scratch.

3) Social-Optimized Photos

MLS photos are important, but they’re not always ideal for Instagram.

You should receive:

• Vertical 4:5 crops for the feed
• Square images for carousel posts
• Compositions that look good on a phone screen

This keeps your feed looking intentional and polished.

4) Branded and Unbranded Versions

For flexibility, your media package should include:

• Branded versions for social media
• Unbranded versions for MLS compliance

This allows you to use the same content across multiple platforms without issues.

5) Caption and Posting Guidance

Many realtors are busy, and writing captions or choosing hashtags can feel like one more task on the list.

Some media partners now provide:

• Suggested Instagram captions
• A small set of relevant hashtags
• Simple posting instructions

This turns your media delivery into a ready-to-publish system.

Where Links Fit In

Links are still important—but they work best in the right places.

Use them in:

• Your Instagram bio
• Stories
• Direct messages
• Email or text follow-up

The Reel attracts attention.
The link helps convert that interest into action.

It’s a simple, two-step approach that aligns with how people actually use Instagram.

A More Efficient Way to Think About Listing Content

The most successful agents aren’t creating content from scratch every day. They’re using each listing as a content engine.

From one listing shoot, you can create:

• One main Reel
• A few short teaser videos
• A photo carousel
• Story posts
• Follow-up posts later in the week

This turns a single listing into a steady stream of brand-building content.

It’s not more work.
It’s just smarter use of what you already have.

Your Instagram Listing Media Checklist

Here’s a simple, fact-based checklist you can use when hiring or evaluating a photographer or media company.

For each listing, ask for:

Video

☐ One vertical Reel (30–45 seconds)
☐ Two or three short teaser clips

Photos

☐ Three to five social-media–cropped images (4:5 or square)

Branding

☐ Branded social versions
☐ Unbranded MLS versions

Posting Support

☐ Caption suggestion
☐ Small hashtag set
☐ Simple posting instructions

If your media package includes these elements, you’ll have everything you need to market that listing effectively on Instagram.

The Bigger Picture

Instagram isn’t just another place to drop your listing.
It’s where your future clients are forming first impressions.

When your listing media is designed for the platform, you’ll notice:

• More reach
• More engagement
• More conversations in your DMs
• Stronger brand recognition over time

And in real estate, familiarity builds trust—and trust builds business.

Ready to Simplify Your Instagram Strategy?

At Sandy Hibbard Creative, we help realtors turn their listing media into a simple, repeatable content system that builds visibility and trust.

If you’d like a quick review of your current media workflow and how it performs on Instagram, let’s talk.

Schedule a strategy session and walk away with a clear, practical plan for your next listing.