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1、Instagram MarketingGuideFOR REAL ESTATE AGENTS AND AGENCIESPLANOLY123456789WHO ARE YOU TRYING TO REACH?MAP OUT YOUR WEEKLY CONTENT CREATE CONTENT ON THE GOPLAN YOUR FEEDWRITE YOUR CAPTIONS SCHEDULE YOUR WEEKLY CONTENTENGAGE WITH YOUR COMMUNITYMEASURE PERFORMANCE SETTING UP FOR SUCCESSlets dive in.PL

2、ANOLYWAYS TO IDENTIFY YOUR INSTAGRAMS TARGET AUDIENCEHOW TO PLAN WHAT YOURE GOING TO POST EACH WEEKTIPS FOR CREATING FUN BUT ENGAGING CONTENTPUT TOGETHER YOUR FIRST 9 POSTSCAPTION GUIDE AND INSPIRATIONHOW TO UPLOAD&SCHEDULE YOUR CONTENTTIPS FOR BUILDING STRONG RELATIONSHIPS WITH YOUR FOLLOWERSASSESS

3、ING WHATS WORKING AND WHAT ISNTWEEKLY CHECKLIST TO HELP YOU KEEP GROWING WITH YOUR NEW INSTAGRAM WHO ARE YOU TRYING TO REACH?1PLANOLYWho are you trying to reach on Instagram for your business?Identifying your target audience is the first step toward Instagram marketing success.You can start identify

4、ing your target audience by asking yourself the following questions about your future clients:What are their interests in home buying or selling,and how do your services meet them there?Whats the age range you want to reach?What socioeconomic factors like occupation,education,or income affect your a

5、udiences buying power?Do you need to consider your clients relationship status for your service or real estate business?Where do your clients live?Are they local,national,or global?Or where are they trying to move?Once you narrow down who youre trying to reach,you can start to put together the plan

6、for your weekly content!Pro Tip:If you already have an Instagram account set up,you can view your Audience Insights on the app for a deeper view into who currently follows with your business.MAP OUT YOUR WEEKLY CONTENT2PLANOLYReal Estate Agents Attract the Local Home Buyer Photos of local homes that

7、 represent the local areaHighlight neighborhood businesses,like restaurants or shopsPhotos of first-time owners or client testimonialsVideos/Reels showcasing current listings&open houses A little about you,their agent!Real estate is a personal business so make time to connect&build trust with buyers

8、Photos of recently sold homes Stats about the housing market or your recent sales Home renovation photos and tips Behind-the-scenes content about the home selling process A little about you,their agent!Real estate is a personal business so make time to connect&build trust with buyersTips on how to g

9、et ready to sell your home and moveClient testimonials from recent sales Photos of recently sold properties with sales stats Call for referrals(maybe even monthly giveaways for referrals)A little about you,their agent!Real estate is a personal business so make time to connect&build trust with buyers

10、Ask Me Anything series to answer pressing questionsTrending memes,videos,or holiday-themed posts to showcase your personality“Just Listed”posts to attract potential buyers Photos of first-time owners or client testimonialsHighlight neighborhood business,like restaurants or shopsCONTENT BUCKET OPTION

11、 1CONTENT BUCKET OPTION 2CHOOSE A CONTENT BUCKET:Consistently creating content is a challenge.Coming up with weekly content buckets or“themes”can help simplify what you create for your Instagram.Weekly content buckets can include things like photos of beautiful homes,testimonials from happy clients,

12、or real estate industry-related tips.HOW TO IMPLEMENT YOUR CONTENT BUCKET:Not sure where to start?Weve put together a few op-tions for content buckets for you to choose from.Choose a content bucket that best serves your business.Every week,go down the list and create the content.Real Estate Agents A

13、ttract the Local Home SellerCONTENT BUCKET OPTION 1CONTENT BUCKET OPTION 2CREATE CONTENT ON THE GO3FOR GRAPHICS&MEMES,KEEP IT SIMPLEIf you need digital graphics for one of your weekly posts,choose one or two styles that you use consistently.Not only does this make content creation easier,but it also

14、 helps your followers recognize your brand.e.g.If youre using Canva,use one template in two to three different colors.For memes,use the built-in text feature on Instagram Stories to add funny or witty text to photos or images.This will lead to more likes and comments,and also show your followers tha

15、t theres a person managing the account.INSTAGRAM PRO TIPSKeep it short.When posting Instagram Stories,keep it between two to six“frames”before viewers lose their attention.Even if youre just showing a video of an open house,add some audio.Adding music or trending audio to Stories or Reels is a great

16、 way to showcase your personality and keep the audience hooked.PLANOLYYou dont need professional equipment to create good Instagram content.As long as you have a phone and some natural light,youre good to go!While professional photos are a must for property listings,videos shot on your phone can als

17、o go a long way to entice buyers and sellers.Never miss an opportunity to snap a thoughtful photo or record a video at an open house or after a closing!FOR VIDEOS OR REELS,PLANNING IS KEYIf youre creating video content,mentally outline your videos beginning,middle,and endpoints.Include a hook to gra

18、b your viewers attention.Even if you are camera-shy,the house you are selling is the star of the show,so dont worry!You can add your personality to your videos with commentary and fun facts.FOR PHOTOS&FLAT LAYS,KEEP IT NATURALWhat do you want your audience to think or feel when they see your lifesty

19、le and personal posts?Trust and expertise!Picture perfect isnt the goal for this type of content you want your content to feel relatable,not overly styled.With that goal in mind,use your phone to take pictures of you with your clients or family or you out in the community in natural settings with im

20、perfections.For photos of you with other people in the community,make sure to have adequate natural light and crop photos to take out back-ground distractions.To edit your photos or videos,use the editing features built into your phone to adjust exposure,highlights,contrast,brightness,black point,ti

21、nt,etc.PLAN YOUR FEED4PLANOLYOnce you have your content created,you can use the PLANOLY grid planner to start uploading your content or use placeholders to plan your first 9 posts!Some types of content can be used multiple times to fill your feed,like photos and customer testimonials.PRO TIP:View tu

22、torial on how to use placeholders for planning on PLANOLY.Visual planning pays off and takes away the guesswork to help you build a cohesive,recognizable feed for your customers!Trust us when we say,nothing beats the feeling of a fully planned grid for the upcoming week!USE PLACEHOLDERSPLUG IN YOUR

23、CONTENT NEIGHBORHOOD CONTENT CONT.Heres a glance at your monthly neighborhood snapshot.Intrigued?We are too!Call us to chat about these details and see what it means for you.Share local real estate statsCLIENT TESTIMONIALS Because of loyal customers like you,were excited that we just closed on our X

24、 house!Thank you!Referral giveaway time!Send your friends and family our way and be entered in a drawing to win a free X.It makes our day when clients tag us in their Instagram posts and stories.Especially on moving day!Yes,some of our clients have four legs and fur!No,we dont sell dog houses,just h

25、ouses for dogs tooBEHIND THE SCENES MOMENTS&GETTING TO KNOW YOU Its not all work and no play around here!#SundayFunday with my family!How are you enjoying the weekend?Wed like to introduce you to X,one of our top agents.X has been on the team helping us make real estate dreams happen since X date.Sh

26、are fun team member stats to build community and relationships.No,Im not selling this home but I do love keeping up the curb appeal.Check out my fun family weekend gardening DIY project.Giving back to the community is a top priority for me.WRITE YOUR CAPTIONS5PROPERTY PHOTOS AND VIDEOS Welcome home!

27、This X bedroom,X bathroom home situated in the desirable X neighborhood just went on the market.The door is open,cmon in!Ill be here at X address until 2pm showing you your new home.Cant make it out today?Check out my video tour.SOLD!This home went fast and for above the asking price!Are you ready t

28、o sell your home?Lets talk.Its whats on the outside AND inside that counts when selling your home!Check out these easy curb appeal enhancing weekend project NEIGHBORHOOD CONTENT We dont just sell here,we live here.Have you tried X restaurant?The X dish is as hot as my recent listing,which happens to

29、 be walking distance too!We love living here!There are so many things happening in town this weekend that the hard part will be deciding what to do first.This town is HOT.Just this week alone,X homes sold and for top dollar too.And for good reason.Share a few stats/brags about the community.Dont mis

30、s our upcoming event name with our friends at partnership this weekend!Were giving out goodies all day long.NEIGHBORHOOD CONTENT Rates are dropping again!Its never been a better time to buy a home.Do you know your homes value?We can give you a free home value estimate with no pressure to sell until

31、youre ready!So youve got your content planned and created,now its time to start writing your captions.Captions should not be overlooked.This tiny bit of copy can be a driving force within your post prompting your audience to click a link,feel a feeling,or learn more about you and your brand.Be direc

32、t in your captions to educate,inform,or entertain.Here are some sample captions to help you plan your weekly content.PLANOLYSCHEDULE YOUR WEEKLY CONTENT6PLANOLYNow that youve created your content and written your captions,its time to schedule your posts!Scheduling is key to consistently posting,enga

33、ging,and growing your Instagram presence.UPLOAD YOUR CONTENT Once you have photos,graphics,or videos created,you can upload all your content at once onto PLANOLY to schedule your content or have them automatically post to your Instagram.IDENTIFY YOUR HASHTAGSNext,choose your hashtags.Hashtags put mo

34、re eyes on your content.If you use a massive hashtag like#realestate,for example,your content will likely get lost in the shuffle.Youre better off choosing highly-targeted or specific hashtags.To find targeted hashtags in your niche,search your post topic on Instagram and flip to the“Tags”tab.Look a

35、t the related tags listed at the top,along with the tags relevant posts are using.The fewer posts the hashtag has,the less competition youll be up against.Once you identify your hashtags,use them consistently in your posts as youre growing your audience.And dont forget the importance of geotagging y

36、our content,especially when doing an Instagram Live video at an open house!USE QUICK SCHEDULE&AUTO-POST Identify which days of the week and times you want to consistently post to Instagram.Once you find a schedule,we recommend sticking to it!You can use the quick schedule feature on PLANOLY,which al

37、lows you to preset your own frequently used posting times.If you have a paid PLANOLY account,you can also use the best time to post feature,which presents you with the best time to schedule your post based on when your unique followers are most active!Both features are here to simplify your social m

38、edia planning process.Managing an Instagram can quickly take up all your time if you dont set your posts to auto-post.We recommend scheduling the bulk of your content weekly so you can get back to your other priorities.PRO TIP:New to PLANOLY?Heres a tutorial on getting started with our IG Planner to

39、 simplify your planning and save you time every week.ENGAGE WITH YOUR COMMUNITY7Real estate is a hyperlocal business and agent success is founded on trust.Building a social media community and engaging with them is a key step in building trust.Here are a few best practices to build a strong communit

40、y engagement practice.Engage with comments the first hour your post is up.This shows your followers that you are active,listening,and answering their questions.Use Instagram Stories once a week to proactively spark convos.Use the question sticker to ask your audience questions about neighborhood ame

41、nities or the polls feature to ask fun questions like“Must have(1)Pool or(2)Fireplace.”The countdown sticker is a great way to build excitement for an upcoming open house or new property to get listed in hot markets.Use geolocations to establish a local presence.Tagging your location on posts and st

42、ories will put your content on the radar of people in your community.Its a low-effort way to maximize your exposure.Be authentic.Authenticity is essential on Instagram.Your audience wants to relate to you and your products.Whatever you say or post,keep it real and candid.MEASURE PERFORMANCE8PLANOLYK

43、eeping track of your contents performance will help you identify what content is working and what isnt with your newfound followers and clients on Instagram.You can use Instagram Insights to help you understand your audience and what theyre interested in from your business.Here are the top 3 Instagr

44、am metrics you can track in your Instagram Insights each week to measure the success of your marketing strategy:REACH-Not every follower will always see your content.This metric shows how many unique people saw your posts.SAVES OR SHARES More than Likes,saves and shares of your posts indicate that y

45、our followers loved your content and shared it with others in their network.ENGAGEMENT RATE-This is a percentage you can calculate for your top few posts each week to assess how your posts are performing.Engagement Rate%is calculated by totaling the number of likes,comments,and saves on a post then

46、dividing that number by your follower count.(LIKES+COMMENTS+SAVES)/FOLLOWERS X 100WISH THERE WAS AN EASIER WAY?You can use PLANOLYs Analyze feature for detailed performance metrics.Analyze provides overall engagement rates,reshares,comments,top posts,and more for any date range!Youre now all set to

47、kick off your new Instagram account and grow your business!Heres a weekly checklist for you for ongoing success.Dedicate a day to create all your planned content at once.Create 5-9 posts based on the content bucket you choose.Save room for live posts at open houses and community events.Keep it authe

48、ntic!Every moment at your business can be turned into content.Capture candid moments around town using your phone and have fun.Use your captions to educate,inform,or entertain your followers.Consistently use the 2-3 hashtags identified in each caption.For property posts:Always include a geotag with

49、the location of the property.Upload and schedule your content in weekly batches on PLANOLY so you can trust that youre posting,even if youre busy running your business!When possible,engage with tags and comments the first hour your post is up to build stronger relationships with your audience and ge

50、t more engagement.Use Instagram Stories to spark conversations with your followers and get their feedback.Tag your locations in your content.And dont miss the opportunity to partner with local businesses.Revisit your Instagram Insights or use PLANOLYs Analyze feature weekly or monthly to gauge how your content strategy is performing.SETTING UP FOR SUCCESS9PLANOLYPLANOLYDOWNLOAD PLANOLYVISUALLY PLAN,SCHEDULE,PUBLISH,AND MEASURE YOUR INSTAGRAM&PINTERESTAVAILABLE ON WEB AND MOBILE APPSFOLLOW US ON INSTAGRAM AT PLANOLY