Before diving into the process, let’s clarify why an Instagram audit is crucial for your real estate business. An Instagram audit is akin to conducting a property inspection. The primary objective is to evaluate current performance and pinpoint areas for improvement, ultimately bolstering your online presence and attracting more potential clients. By conducting an Instagram audit, you’ll uncover optimization opportunities that can lead to:
- Increased engagement with potential buyers and sellers.
- Driving more traffic to property listings and your website.
- Improving your return on investment (ROI) by maximizing your marketing efforts.
Ultimately, these improvements will contribute to a stronger brand presence and increased business opportunities for you as a real estate agent.
Now that you understand the importance of an Instagram audit, let’s dive into the process itself:
Step 1. Set Your Goals
Before assessing your Instagram account, it’s crucial to align your social media goals with your overall business objectives.
Business Goals vs Marketing Goals vs Instagram Goals:
Business Goals:
- Increase sales volume by 20% within the next fiscal year.
- Expand market share in the local real estate market by 15%.
- Enhance brand reputation and credibility within the community.
Marketing Goals:
- Generate qualified leads through digital channels to support the sales target.
- Increase brand visibility and awareness among target demographics.
- Establish authority and expertise in the real estate industry through content marketing efforts.
Instagram Goals:
- Increase engagement rate on Instagram posts by 25%.
- Drive 30% more website traffic from Instagram to property listings.
- Grow Instagram follower base by 20% within the next six months.
Step 2. Optimize Your Profile and Bio
Profile Photo:
Choose a professional headshot that is used across all your social media platforms for consistency. Your face should be clearly visible, and the background should be clean and uncluttered.
Username:
Use your real name or your business name, if available. Ensure it matches or is closely related to your usernames on other social platforms for easy recognition.
Bio:
- Start with a brief introduction that highlights your specialization (e.g., “Luxury Home Specialist | Family Residences Expert”).
- Mention the key areas you serve (e.g., “Serving the Greater Los Angeles Area”).
- Include a value proposition that explains how you can help your target audience (e.g., “Helping you find the perfect home or get the best price for your property”).
- Use a consistent tone that matches your brand, whether it’s formal, friendly, or somewhere in between.
- Call to Action (CTA): Add a direct and straightforward CTA such as “DM ‘Buy’ or ‘Sell’ to get started on your property journey” or “Click the link below to view the latest listings.”
- Bio Link: Use a link-in-bio tool to create a landing page that houses multiple links. Direct users to your website, current listings, contact form, or any other relevant page.
Step 3. Examine Branding and Aesthetics
Consistency is key to building a recognizable brand on Instagram:
- Define an overarching theme that reflects your real estate brand’s identity and values.
- Use a consistent color palette and visual style that aligns with your brand. I would suggest creating a template for different posts types using Canva.
- Pay attention to the overall aesthetic of your Instagram grid to ensure it tells a cohesive brand story.
- Create visually appealing content that showcases properties effectively and captures the attention of your audience.
Step 4. Analyze Content Creation
But First Understand the Following:
- Reels (Discovery & Trust):
Share quick tips on maintaining HVAC systems, funny HVAC-related incidents, and before-after transformations of HVAC installations to showcase your expertise and build trust.
- Feed/Posts (Branding & Conversion):
High-quality images or videos of your team in action, customer testimonials, and educational posts about HVAC maintenance. These posts should reinforce your brand and convert followers into customers.
- Stories (Consideration and Deeper Bonds):
Use stories for time-sensitive offers, behind-the-scenes looks, and to share customer feedback. Polls and questions can make your audience feel involved and considered.
Proven Content Types and Examples
- Educational Content: “5 Signs Your HVAC System Needs Maintenance” or “How to Change Your Air Filter in 3 Easy Steps.”
- Customer Testimonials: Share stories or feed posts featuring satisfied customers and the services provided.
- Before and After Transformations: Showcase the effectiveness of your services with visual proof.
- Tips and Tricks: Quick reels on energy-saving tips, seasonal HVAC prep, etc.
Engagement Hacks
- CTA Posts: Encourage followers to book a consultation or check out a service discount by using direct calls-to-action.
- Follow and Engage: Follow your ideal customers and engage with followers of your competitors by liking and commenting on their posts.
Content Inspiration Sources
- Google Suggested Keywords: Look for frequently searched HVAC questions or topics.
- FAQs: Use your company’s frequently asked questions as content ideas.
- TikTok & Explore Page: Find trending topics in the HVAC niche or general home maintenance for inspiration.
Step 5. Evaluate Your Hashtags
Hashtags serve as a discovery tool on Instagram, helping to increase the reach of your content to potential customers. Here’s how you can implement an effective hashtag strategy for your HVAC company:
- Small Hashtags (<50k posts): Use hashtags that are specific to the HVAC industry or your local area, such as #HVACtips, #HeatingExpert[YourCity], making up 70% of your hashtag set. These have less competition and can help your content get noticed by a targeted audience.
- Medium Hashtags (50k-300k posts): Include broader but still relevant hashtags, like #AirConditioningService or #EnergyEfficiency, for 20% of your hashtags. These reach a wider audience while remaining relevant to your content.
- Large Hashtags (>300k posts): Use very popular hashtags such as #HomeImprovement or #SustainableLiving sparingly, making up 10% of your hashtags. These can increase the potential for higher reach but also come with more competition.
- Limit Hashtag Use: Avoid maxing out the 30 hashtag limit. Stick to around 15-20 well-chosen hashtags to avoid diminishing your content’s reach.
Step 6. Analyze Engagement
Build a strong community and foster meaningful interactions with your audience:
- Dedicate regular time to engage with your followers by responding to comments and messages promptly.
- Like, share, and comment on tagged posts to show appreciation for user-generated content and strengthen relationships with your audience.
- Follow relevant accounts in the real estate industry and engage with influencers to expand your network and reach.
- Curate and share relevant content from your community to showcase properties, highlight client successes, and build trust with your audience.
- Regularly audit your follower list to identify and remove fake or inactive accounts that may be negatively impacting your engagement metrics.
Step 7. Review Your Competitors’ Accounts and Learn From Them
- Identify Competitors: Begin by identifying your main competitors in the real estate market. Look for other real estate agents or agencies operating in your local area or targeting a similar audience.
- Track Engagement Patterns: Pay close attention to when your competitors’ posts receive the most engagement. Note the days of the week and times of day when their posts tend to perform best. Analyze the types of content they post during these peak engagement periods.
- Types of Posts: Evaluate the content types that consistently generate high engagement for your competitors. This could include property listings, behind-the-scenes glimpses, client testimonials, educational content, or lifestyle posts. Take note of the formats (e.g., photos, videos, carousels) and themes that resonate most with their audience.
- Content Themes and Messaging: Identify recurring themes or messaging strategies used by your competitors in their Instagram content. Determine whether they focus on showcasing luxury properties, providing expert real estate advice, highlighting local attractions, or sharing personal anecdotes. Understanding their content themes can help you refine your own content strategy.
- Engagement Tactics: Study how your competitors engage with their audience on Instagram. Look for patterns in their comments section, such as prompt responses to questions, personalized interactions with followers, or calls to action encouraging engagement. Take note of any engagement tactics that appear to be particularly effective.
- Visual Aesthetics: Evaluate the visual aesthetics of your competitors’ Instagram profiles. Consider factors such as color schemes, photo editing styles, and overall branding consistency. Identify elements that contribute to a cohesive and visually appealing feed.
- Hashtag Usage: Examine the hashtags used by your competitors in their posts. Note which hashtags are commonly used and whether they target specific keywords, locations, or industry niches. Determine whether there are any opportunities to leverage similar hashtags in your own content strategy.
- Storytelling Techniques: Analyze how your competitors use Instagram Stories to engage with their audience. Look for storytelling techniques, interactive features, or behind-the-scenes content that captivates viewers and encourages them to take action.
Step 8. Implement A Location-Based Engagement Strategy
Utilize location-based targeting strategies to connect with potential clients in your area:
- Follow relevant local accounts, including businesses and community organizations.
- Engage with users who use location-based hashtags or geotags related to your target area.
- Comment on their posts, like their comments, and respond to inquiries promptly to establish yourself as a local expert.
Step 9. Integrate DM Automation
Implement direct message (DM) automation to streamline communication and engagement with your audience:
- Set up automated responses for common inquiries or keywords related to buying, selling, or renting properties.
- Use surveys or polls to gather feedback from your audience and automate follow-up messages based on their responses.
- Monitor mentions and keywords related to real estate transactions and automatically respond with relevant information or offers.
Step 10. Locate Influencers in Your Area
Identify local influencers in the real estate niche who have a significant following and engagement. Look for individuals or businesses whose audience aligns with your target market. Reach out to these influencers to explore potential collaborations, such as sponsored posts, guest appearances, or joint events. Leveraging their influence can expand your reach and credibility within your local community.
Completing a comprehensive Instagram audit for your real estate business will provide valuable insights and opportunities for improvement. By implementing the recommendations outlined in this audit template, you can strengthen your brand presence, attract more potential clients, and drive success in the competitive real estate market.