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THE SOCIAL AGENT COURSE

6. Harness the Power of Highlights & Stories

How to make videos that stand out, build credibility, and attract leads.

How to use Stories strategically

Lesson Highlights

How to Make Highlight Covers That Pop On Your Profile

What to Post In Your Stories to Attract Leads & Clients

Instagram Stories and Highlights are powerful ways to showcase properties, building a strong brand presence, and connect with your audience by sharing a little more that goes on behind the scenes. Stories are a great way to share things that you do throughout the day as a real estate agent and give people a sneak peak into your life. 

Stories allow users to share photos, videos, and other content that disappears after 24 hours, giving agents a more casual way to engage with followers and form those connections. Meanwhile, Highlights offer a way to save and organize Stories into themed collections that can be viewed anytime, making them a valuable resource for showcasing evergreen content and important information.

Sharing Stories also gives you another chance to show up on your followers’ feeds. If you notice when you’re scrolling through your feed, you’ll see the Stories of the accounts you follow at the top. While a post may get buried beneath other content, your Story will still show up at the top! Use this to your advantage by consistently showing up, providing value, and using it to point to posts and Reels you make so followers are sure to see them.

How to Use Stories & Highlights As An Agent

Showcase Properties in Real-Time

One of the most powerful ways real estate agents can use Instagram Stories is to showcase properties in real-time. Agents can use Stories to give followers a behind-the-scenes look at new listings, open houses, show off certain unique features in a property, and give full property tours, providing an immersive and interactive experience for potential buyers. By sharing live updates, walkthroughs, and sneak peeks, you can generate excitement and interest in these listings and attract more qualified leads. As I mentioned in a previous lesson, if you don’t have listings you can still do this! Schedule broker previews or showings (different names in different states), getting permission from the listing agent ahead of time to film. Don’t forget to give them credit on social media – it is their listing after all!

 

Engage with Clients and Followers

Instagram Stories offer a unique opportunity for real estate agents to engage with clients and followers on a more personal level. Agents can use Stories to share life or listing updates, answer questions, and respond to inquiries in real-time, fostering a sense of transparency and accessibility that builds trust with their audience. By showing the human side of your business and sharing authentic, relatable content, you can strengthen relationships with clients and cultivate a loyal following.

 

Build a Strong Brand Presence

Instagram Stories and Highlights offer real estate agents a powerful platform for building a strong brand presence and standing out in a competitive market. By consistently sharing high-quality, engaging content that reflects your brand identity and values, you can create a stronger presence on Instagram.

 

Highlight Important Information and Resources

Instagram Highlights provide a valuable opportunity for real estate agents to showcase important information and resources in a centralized and easily accessible format. This makes your Stories evergreen – they can live as long as you keep them in your highlights rather than disappearing in 24 hours! 

You can create Highlights to showcase featured listings, neighborhood guides, client testimonials, and educational real estate content, making it easy for followers to find and engage with valuable resources at any time. By curating Highlights that provide value and address the needs and interests of their audience, agents can position themselves as trusted authorities in their field.

Having valuable Highlights from and center on your Instagram profile also helps new people that land on your page learn more about you and what you offer. It gives them a good way to see what you’re all about, your knowledge at a glance, and if they’re potential clients, shows them you’re social media savvy and have lots of different ways to market their listing.

What to Post on Stories

Showcasing Listings and Open Houses

One of the most effective ways use Instagram Stories is to showcase their (or other agent’s) listings and promote open houses. Share photos, videos, and virtual tours of their properties, giving followers a sneak peek into the home’s features and amenities. By showcasing listings in Stories, you can generate buzz for those properties but this is also a really powerful way to attract seller clients. People want to work with those they know, like, and trust, and what better way to build trust than by showing them how you market and feature other listings, just like you’d do for theirs!

Behind-the-Scenes Content

Instagram Stories offers a unique opportunity for real estate agents to provide followers with a behind-the-scenes look at their business and daily activities. Use Stories to share glimpses of your day-to-day life, like meetings with clients, property viewings, and even working on paperwork for a listing or client. You can also show non-work activities like enjoying your morning coffee, dropping your kids off at school (so relatable!) or going on a date night with your partner! By showing authentic, daily clips and relatable content, you can build trust and rapport with your audience, ultimately strengthening those relationships and attracting more clients. In the modern age, people want to feel like they know you before they’ll hire you, and you can help them do that with Instagram Stories.

Client Testimonials and Success Stories

Client testimonials and success stories are powerful tools to showcase your expertise and track record of success. Use Stories to share testimonials from satisfied clients, along with photos or videos of the properties you’ve helped buy or sell. By highlighting your past successes, you show your value proposition and instill confidence in potential clients, ultimately attracting more business and referrals.

Educational Content and Tips

Instagram Stories are the perfect place to share educational content and provide valuable tips and advice to your audience. As you’ve gathered from the previous lessons, we always want to be providing value on social media. This is paramount to having a successful online presence! Use Stories to share insights into the real estate market, offer home buying and selling tips, and provide advice on topics such as mortgage financing, home staging, and property investment. This helps you to repeatedly position yourself as a trusted authority in the real estate field and can attract more followers, as well as build a loyal and engaged community.

Q&A Sessions and Live Updates

Use Stories as an opportunity to engage with your audience in real-time through Q&A sessions and live updates. Share a story with a question box and invite followers to submit questions about the real estate market, your services, or specific properties, and then answer them in a live Q&A session or one at a time in separate stories. 

How Often to Post Stories:

Consistency is a fundamental principle of effective social media marketing. While there is no one-size-fits-all answer to how often you should post to Instagram Stories, maintaining a consistent posting schedule is crucial for staying top-of-mind with your audience. Aim to share a story at least once a day, 3-4 times a day is even better.

What Highlight Categories to Have

Highlights can really be anything you’d like them to be, but typically we recommend choosing from a few of these:

  • Current Listings
  • Property Tours
  • Buyer & Sellers
  • Around Town/[City Name] Living
  • Q&A
  • Our Team
  • Sold
  • Travel
  • Day in the Life/Realtor Life

If you’re finding you’re posting Stories frequently about a topic not listed above or want to be more specific, go ahead and make a Highlight for it!

How to Make Highlight Covers

Once you’ve decided what Highlights you want to have on your profile, you’ll want to make some Highlight Covers. You can do this really easily on Canva and it really makes your profile look streamlined, professional, and helps those categories pop off the page so viewers will immediately see them and want to click on them!

To make Highlight Covers in Canva:

1. Choose a Template: Once logged in, navigate to the “Templates” section and search for “Instagram Highlight Covers.” Canva offers a variety of pre-designed templates specifically optimized for creating Highlight covers, making it easy to get started.

 

2. Customize Your Design: Select a template that aligns with your brand or aesthetic, then customize it to fit your style. You can change the background color, add text, icons, or graphics, and adjust the layout to create a design that reflects your personality and interests.

 

3. Add Your Own Images: If you prefer, you can also upload your own images to use as background images for your Highlight covers. Simply click on the “Uploads” tab, upload your images, and drag them onto your design canvas.

 

4. Download Your Covers: Once you’re happy with your design, click on the “Download” button to save your Highlight covers to your computer or mobile device in PNG or JPEG format. If you made this cover on your computer, you’ll need to email or text the image to your phone to use from there.

 

5. Upload to Instagram (Without Posting On Your Story):  From your Instagram profile (You’ll need to use your phone), click the New + icon button where your Story Highlights are (see image below). Select any stories you want in your highlight album, then click “Edit Cover” and add the downloaded cover you just made.

For more help on making Highlight Covers & uploading them to Instagram click here.

Tips For Creating Stunning Highlight Covers

  • Stay On-Brand: Ensure that your Highlight covers align with your brand identity and visual style. Use consistent colors, fonts, and branding elements to create a cohesive and polished look across all your covers.

  • Keep it Simple: Avoid cluttering your Highlight covers with too many elements or text. Keep the design clean, simple, and easy to understand, allowing viewers to quickly grasp the content of each Highlight at a glance.

  • Use High-Quality Images: If using images as background images for your covers, ensure they are high-quality and visually appealing. Opt for images that reflect the theme or content of each Highlight and resonate with your audience.

  • Be Consistent: Maintain consistency in your design choices to create a cohesive and visually pleasing profile. Use similar layouts, colors, and styles across all your Highlight covers to create a unified and professional look.

Use Highlights as a way to re-purpose your daily Stories so they don’t just disappear! Highlight all of the Stories you feel are important and worth it to viewers to watch again at a later date. This means valuable content and content that helps new people that land on your Instagram profile page (potential leads!) to get to know you, your expertise, and what you’re all about. Stories and Highlights are powerful tools!