Are you doing this in your Reels?
There are four mistakes I’ve been seeing agents make in their Reels. If you’re not getting the level of engagement you want for your Instagram presence, one (or more) of these mistakes could be the reason.
Find out what they are—and how to fix them!
Mistake #1: Starting off your Reel with an introduction
When you start off your video by introducing yourself and listing your credentials, your audience probably swipes past your video before you finish saying your brokerage name.
The beginning of your video is the most important part. Those first three seconds are critical. So, focus on luring viewers in with an irresistible hook.
Here are three types of Reel hooks to try for real estate:
#1—The “WOW” Factor
This is self-explanatory. Think of video hooks that have gotten you thinking, “Wow! Really?” and “I need to know MORE!”
- “I’m going to show you how to [put your house on the market in just 15 minutes / get your home showing ready in under 10 minutes / take the first step to buying a home].”
- “You’ll never believe [what I just saw at a showing / what my client just said to me / what I just learned about…].”
- “This will blow your mind: [Insert homeowner hack, real estate fact/tip, etc. Example: ‘You can buy a house with 0% down. Here’s how…’].”
#2—Ask a Question
When you ask a question, it immediately images your audience and gets them involved.
- “What if I could show you how to get more offers with one simple hack?”
- “Are you tired of scrolling through endless listings without finding your perfect home?”
- “What if I told you I had a secret for getting your offer accepted in a bidding war?”
#3—Make a Bold Statement
This is a great technique because it doesn’t matter if your audience agrees or disagrees; they’ll want to stick around to see your argument.
- “A huge myth in the real estate industry? [e.g., buyers agents cost you nothing, buying is always better than renting]
- “Here’s why you should not use a real estate agent to [buy/sell]… [Then proceed to explain why someone would choose not to, but it’s not necessarily the best option].
Mistake #2: Discussing topics that are irrelevant to most
Some agents use Reels to explain specific contract terms or contingencies that are irrelevant to most people. Instead, focus on creating content that appeals to a wider audience, sparking curiosity and making your Reels relatable to the majority.
Check out other real estate accounts on Instagram that are getting more engagement and pay attention to what topics get the most attention. Beyond that, look at their treatment of each topic—where they go with it, how they hook their audience, and how they make their Reel worth the time it takes to stick around and watch it.
If you’re not sure what topics to cover, try asking one of our favorite new idea-generating tools: ChatGPT! This carousel post is packed with ideas on how to prompt ChatGPT to get the most helpful answers.
Mistake #3: Neglecting the power of storytelling
People love stories, but most agents forget to incorporate storytelling elements in their Reels. Share personal experiences, client successes, or even behind-the-scenes moments to connect with your audience on a deeper level and keep them swiping.
Storytelling Reels where you’re talking to your viewers will help you nurture your existing audience and develop trust. For example, Glennda Baker creates high-quality short-form videos where she gives her professional opinion on all things real estate and tells entertaining stories.
Tips for storytelling Reels:
- Keep it short and sweet. The goal should be for the viewer to watch until the end, so the shorter, the better.
- Use a teleprompter app like BIGVU or record in segments.
- Use a trending audio as background music to give your video more reach. Remember to lower the song’s volume so we can hear you.
Storytelling Reel ideas:
- How did you get started in real estate? How did your previous career help you?
- What lessons did you learn in your first year of real estate?
- Show us your favorite books/audiobooks, podcasts, etc.
- What’s the biggest mistake you see [buyers/sellers/renters] make? How do you help your clients avoid this?
- Share a client win story. How did you help them overcome the obstacles?
Mistake #4: Using the wrong format
Reels are designed for vertical videos, not square graphics or horizontal footage. Make sure your content is optimized for the Reel format to engage viewers and show that you’re keeping up with the latest social media trends.
You know how some folks decide to share their stuff on Pinterest, but they don’t bother resizing their graphics to fit Pinterest’s vertical image dimensions? It’s sorta like that. And it hurts.
Give these Reel prompts a try
If you’re still stumped on what kind of Reels to make for your Instagram audience, here are a few ideas to get you started:
- “My favorite neighborhood to show homes in and why”
- “How I helped a client successfully relocate from another city [or state]”
- “A memorable interaction with a fellow real estate professional”
- “The most challenging property I’ve ever sold and how I did it”
- “Why I became a real estate agent and my journey so far”
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