A free guide for real estate agents
The two posts that make buyers and sellers raise their hand, and what to say when they do.
Most agents end a post with “DM me.” Almost nobody does. People will comment, though, so make that the whole ask.
Give every post a door: one word to comment, and something worth having when they do. Then a message from you. Two kinds of posts, each with its own door:
1
Agents getting leads on Instagram right now say tours start more conversations with buyers than anything else they post. You don't need a camera crew. You need one slow walk.
Your own listing, or one your buyers keep asking about. Search for what they want, then call the listing agent and ask to film it. It's free marketing for their seller, so many will say yes.
These settings are what make a phone look like a camera crew shot it. Set them once and every tour looks polished.
Your first clip is the cover. Start on the home's best outside angle at 0.5x, not your face and not the front door.
Slow looks expensive, and you can always speed it up later. Walk the whole house in one take, outside to backyard, every light on. Send it full quality by AirDrop or a link. iMessage shrinks it.
Speed up the walking between rooms, keep each room close to real speed, label the rooms, and put a hook on the very first frame: bold for the price and city, small for the lifestyle line. 30 to 50 seconds.
Find these in Settings, then Camera. Exposure is in the Camera app: tap the arrow at the top, then the plus-minus button.
Text your walkthrough to Lucy and she makes the cut, labels and all.
One house is four posts: the walkthrough, the three best details with text on screen, a walk and talk with you on camera, and the neighborhood around it.
2
People move for a life, not a house. Show them the place, and why you love it. That's how people near you find you, follow you, and pick you when they're ready.
New restaurants, coffee, parks and trails, weekend events, the farmers market, the walk your clients will take on a Saturday. Places as much as events.
Three things you love about one place. One or two seconds a clip, the city and state on screen.
Why you moved here or why you stayed, and your honest take: the one thing you'd tell anyone moving here. This is what makes someone pick you over every other agent they follow.
Lucy texts you ideas every Thursday for the weekend: where to go, what to film, and the hook.
3
A comment is permission to talk, not a lead yet. The lead comes from the conversation, so reply to every comment and every poll answer the same day, and open with a question.
First
Hey! Just sent you the details. Are you looking in the area, or did you just love the house?Then
Where are you living now? What has you thinking about a move?When would you want to be in something new?Then one of three
4
Use the same door words every week. People learn them, and they start commenting before you ask.
Text Lucy your walkthrough, your listing, or just your city. She makes the post, writes the caption, and puts the door in.
Text Lucyor text (612) 383-9586