Focus on being helpful, real and a little bit creative in your social media content, Kate Hulbert writes, and the engagement (and leads) will follow.
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Let’s be honest — there’s a lot of real estate content out there, and not all of it is what you’d call scroll-stopping. But when done right, Instagram Reels can help you stand out, connect with your audience and show off your expertise (without feeling like a walking sales pitch).
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Whether you’re just dipping your toes into Reels or ready to level up your content game, here are five ideas to get those views — and clients — rolling in.
1. A day in the life (Yes, it’s more interesting than you think)
Let’s face it — people love peeking behind the curtain. “Day in the Life” Reels are a tried-and-true way to show off the real (and really busy) world of real estate.
From early morning coffee runs to afternoon showings and late-night paperwork, these Reels give your audience a glimpse into the hustle and heart behind your business.
Don’t be afraid to show the messy middle — missed calls, spilled coffee or a deal that almost fell through. It makes you human, and that builds trust.
Inspiration: This agent does a great job of weaving both her personal and professional life together on her Instagram page.
2. What you get for [insert price point]
Instead of another “Just Listed” post that disappears into the scroll void, try a Reel that shows what buyers can actually get at different price points. Whether it’s a cozy condo under $400,000 or a million-dollar mountain view, this format is endlessly clickable — and super helpful.
Break it down by budget, neighborhood or property type. Just make sure to get the listing agent’s permission if the property isn’t yours.
Inspiration: We threw together this “What You Get For” Reel without leaving our desk, and it got a ton of shares and sends.
3. What’s happening around town? (Hint: You probably already know)
You’re already in the know when it comes to local happenings — use that to your advantage. Whether it’s a new restaurant opening, a development breaking ground or a community event you’re excited about, share it.
Not only do these Reels show that you’re dialed into the local scene, but they also reach people who may not be following you for real estate but end up following you because of your local expertise.
These Reels often perform better than listing content. People want to know what it’s like to live in a place — not just what the houses look like.
Inspiration: Reels like this one are consistently the highest performing for our office. They help us reach a whole new audience, just by getting shared.
4. Neighborhood spotlights (because people don’t just buy homes — they buy a lifestyle)
Think of this like the highlight reel of your favorite parts of town. What’s the vibe? Where’s the best happy hour? What’s the trail that locals actually use?
Use Reels to spotlight neighborhoods, parks, schools, coffee shops — anything that gives potential buyers a feel for the community. Keep it real, and include things locals actually care about — walkability, dog-friendly spots and the best place to get a strong cup of coffee.
You’re not just selling square footage — you’re selling a lifestyle.
5. Real estate tips (that aren’t boring)
Short, punchy, and packed with value — that’s the secret sauce for educational Reels. Teach your audience something — how to make a stronger offer, the biggest mistakes first-time buyers make or what in the world an appraisal gap is.
The more people learn from you, the more likely they are to trust you when it’s time to make a move. Don’t be afraid to grab viewers’ attention with a hook. Try titles like: “Please don’t buy a house until you hear this,” “How to not overpay in this market,” and “3 mistakes buyers make (and how to avoid them).”
Inspiration: This agent is consistently putting out educational-style Reels with unique and catchy topics.
Instagram Reels don’t have to be complicated — they just need to be you. Focus on being helpful, real and a little bit creative, and the engagement (and leads) will follow. Whether you’re showing off listings, sharing your expertise, or simply introducing your favorite local spot, remember: your personality is your brand.
Kate Hulbert is the marketing director at Bozeman Real Estate Group in Bozeman, Montana. Follow her on Instagram or Facebook.
