This user-friendly, photo-centric platform has become a vital tool for Real Estate Professionals to build their brand, spread their name and grow their business. Interested in learning how to market yourself on Instagram? Here’s how these 5 Real Estate Professionals took their Instagram pages to the next level.
With almost eighteen thousand followers, Luca knows a thing or two about marketing himself on Instagram. Luca is a real estate investor based in Manhattan where he runs a full service commercial real estate investment firm focused on the acquisition and operation of manufactured housing communities and multifamily assets nationwide.
He is a huge advocate of Instagram marketing and content creation. Luca manages both his person account, @lukedegrossi, his real estate investment account, @pioneercommunities, and his real estate digital marketing arm, @realestate.
“I think the most effective strategies to social media marketing consist of story-telling and adding value by way of sharing industry insight and personal anecdotes. In a nutshell, I think the single most important piece of advice to anyone getting started is to “document” your day-to-day.”
“Social media is essentially what television was in the 80s/90s, and everyone can essentially have their “own TV show” if they are putting out the right content. I find perspective to be an interesting topic of conversation, because what’s “boring and routine” to me might not be viewed the same way by someone else. Conversely, to them, it might be entertaining, and a way for them to get out of their own reality. So, I would never discount the excitement of the ordinary, just because it’s ordinary and commonplace to you. It’s really just a question of who the end-viewer is.
“Through the use of these strategies, I’ve found that social media is no longer purely social, but that there is a huge amount of networking taking place on these Apps (case in point, how this conversation started – you sent me a direct message on Instagram).
“I source a wide variety of real estate deals directly from Instagram and generate about 75% of my business directly from social media. I specifically co-founded the digital marketing arm of my business, @realestate, to help guide other real estate professionals through the process. Most importantly, I love using the platform as a way to give back by mentoring people who are getting started in the industry, or provide introductions and guidance for individuals looking for employment/internship opportunities.”
Shaynon Gramling is the Director of Investment Sales at B6 Real Estate Advisors for West Village and Greenwich Village, specializing in the sale of commercial properties. He began his career as a Commercial Real Estate Agent with Marcus & Millichap. After his first acquisition, Mr. Gramling joined Vornado Realty Trust’s operations team, where he helped manage their 30 million square foot portfolio in Manhattan.
Shaynon then transitioned from Vornado Realty Trust to Empire State Realty Trust in 2016. During his time there, he managed the iconic Empire State Building as Assistant Director of Operations.
Shaynon attributes a lot of his Instagram success to the stunning views the Empire State Building gave him.
“All of the pictures I use on my Instagram are photos I take myself, I make sure to the enhance the quality with edits and I like to use captions that will inspire and motivate my followers.”
“Growing my audience to what it is now took a long time, but I would say following others with a Real Estate background or an interest in Real Estate really helped me grow my page the most. I would also recommend engaging with users on Instagram- liking photos is most effective, but if you have time leaving a comment now and then can also be helpful.”
Shaynon recommends posting content consistently and regularly for anyone who is starting out.
“I took a break from my Instagram page for about one week and lost thousands of followers. It’s important to post everyday if you are just beginning. Once you have a solid foundation it’s okay to post 3 to 4 times a week.”
James Marcolin is an agent with Compass in NYC. Born in the historic island of Venezia (Italy), James has been surrounded by art, architecture, international lifestyle and true hospitality his whole life.
“If I don’t “feel” what I am doing, then I think people realize I’m not being true to myself. I need to be somebody they should trust on a personal and professional level.”
James’ ultimate goal with Instagram marketing is to make people excited about New York City and about life.
“I think Instagram these days is definitely a mandatory tool for personal and professional marketing, especially if you are a new agent.”
His advice is to prepare a business plan that lasts 9 to 12 months.
Understand the separation between personal and professional life. Take social media as seriously as you would take a big business deal. The deal might end, but your social media presence never does, if you don’t want it to.”
James used to post everyday but now with his success, he says he can afford to post 3 or 4 times a week without jeopardizing his following.
One of the most rewarding days for James came when he realized that he could actually get business through his Instagram marketing.
“The best one was to close a deal by sending the client my neighborhood videos, without ever meeting them in person. That was a great day.”
Mark Salerno, team leader of the @Salerno_Team and broker of @EuromartRealtyLtd grew his following to over 92 thousand followers in a short 12 months. Here’s how he did it.
“For me it really came down to quality of content. I also reached out and had other well known accounts repost and feature my listings for more exposure. I did some giveaways as well.”
Mark’s main goal for Instagram marketing is a combination of brand awareness, lead generation and networking.
“Another goal of mine is to try and get verified. I have had several impostor accounts made which can negatively effect my business.”
“It is very important to have an Instagram profile because it is free marketing. I think it is the best way for people to get to know you. They can see who you are by being very transparent.
Mark says that at least 90-95% of his traffic is organic.
“Try to post a minimum of once a day. I can tell right when I see a property how well it can do on Instagram. I also understand what type of content people like.”
Quiana Watson is a Multi Million Dollar Producer, Luxury Lifestyle Enthusiast and Associate Broker with an Instagram following of over 50k.
When it comes to Instagram, for Quiana
“I am very strategic regarding my Instagram page and how I manage it. As a lifestyle agent I believe in the 80/20 rule. Where is 80% of my page is business and 20% of my page is lifestyle. This works very well for me and my audience. People want to do business first with people they like.”
It isn’t all about being likable. This is what Quiana had to say when asked to give advice to those just starting out.
“You have to be knowledgeable, trustworthy and available. I do not invest in any other lead generating resources. Social media and specifically speaking Instagram has been phenomenal.”
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