Instagram is no longer a photo-sharing app. It’s a video app. And if you’re a real estate agent who isn’t consistently posting Reels, you are invisible to a huge portion of your potential market.
But just posting random videos isn’t a strategy. You need a plan. You need to know what to post, when to post, and how to create content that actually attracts clients, not just vanity views.
Most agents get it wrong. They post boring virtual tours with no music, or they post a “Just Sold” graphic that no one cares about. They’re not providing value; they’re just advertising.
In this guide, I’m going to give you a simple, sustainable Instagram Reels strategy that will help you build your brand, generate leads, and actually see a return on the time you invest.
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The 3 Types of Reels Every Agent Should Be Posting
Your content needs to do three things: attract new followers, nurture your existing audience, and convert them into clients. To do that, you need a mix of three types of content.
1. Top-of-Funnel (TOFU): Attract
Goal: Reach a broad audience and get new followers.
This is your entertaining and educational content. It’s not about selling; it’s about providing value and showing your personality. This is where you use trending audio, answer common questions, and create content that is highly shareable.
Examples:
- “3 Things to Look for When Touring a Home” (using a trending sound)
- “A Day in the Life of a Real Estate Agent” (a quick, fast-cut montage)
- “Biggest Home-Buying Myths” (you pointing to text on the screen)
These videos are designed to get you in front of people who don’t know you yet. The key is to be relatable and provide value without asking for anything in return.
2. Middle-of-Funnel (MOFU): Nurture
Goal: Build trust and position yourself as the expert.
This is where you showcase your expertise and your listings. This content is for the people who are already following you and are starting to consider buying or selling.
Examples:
- A 30-second, hook-driven tour of a new listing.
- A market update for a specific neighborhood.
- A video explaining a complex topic like closing costs or contingencies.
These videos are less about entertainment and more about education. You’re demonstrating that you know your stuff and that you’re the agent they should trust.
3. Bottom-of-Funnel (BOFU): Convert
Goal: Get people to take action (e.g., book a call, visit your website).
This is your direct-response content. You’re making a clear call to action. This should be the smallest percentage of your content (around 10-20%).
Examples:
- A video testimonial from a happy client.
- A direct invitation to a free homebuyer webinar you’re hosting.
- A video announcing a new listing and saying “DM me for a private showing.”
If you only post BOFU content, you’ll come across as spammy and salesy. But if you never post it, you’ll never get any leads. The key is the right balance.
The Content Creation Workflow
So how do you actually create these videos without it taking over your life?
- Batch Your Ideas: Once a month, sit down and brainstorm a list of ideas for each category (TOFU, MOFU, BOFU). Don’t know what to post? We’ve got you covered. Keep reading.
- Batch Your Filming: Once a week, spend 1-2 hours filming all the Reels for the upcoming week. It’s much more efficient to film in batches than to try to film a new video every day.
- Use Templates: Create templates for your captions, hashtags, and video styles. This will save you a ton of time.
- Schedule Your Posts: Use a scheduling tool like Meta Business Suite to schedule your Reels in advance. This ensures you’re posting consistently even when you’re busy.
The Secret to Consistency: A Content Calendar
The number one reason agents fail on Instagram is inconsistency. They get excited, post for a week, get busy, and then don’t post again for a month.
A content calendar is the solution. It’s a pre-planned schedule of what to post every single day. It takes the guesswork out of content creation and ensures you’re always posting a healthy mix of TOFU, MOFU, and BOFU content.
But creating a content calendar is work. You have to come up with 30 different ideas, write 30 different hooks, and find 30 different trending sounds.
So, we did it for you.
We created The 30-Day Real Estate Reels Calendar. It’s a €19 PDF that gives you a complete, day-by-day content plan for your next month on Instagram.
For each day, you get:
- A Specific Video Idea: No more wondering what to post.
- A Proven Hook: A plug-and-play opening line to grab attention.
- A Suggestion for Trending Audio: So your videos get maximum reach.
- A Caption Template: Just fill in the blanks.
It’s the ultimate shortcut to a winning Instagram strategy. Stop posting randomly and start posting with a plan.
Click here to get The 30-Day Real Estate Reels Calendar for €19
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