If you’ve felt like your Instagram reach has dipped lately, you’re not imagining it. The app has changed again (I know).
I’ve been testing what’s working right now, and there are a few small shifts that can make a big difference in your engagement this month.
Here are seven strategies working for real estate agents on Instagram right now, and how you can put it all into action.
1. Shares = Most Important Engagement Metric
Instagram is testing a layout that puts DMs front and center, which tells us what the platform wants: more private sharing. Instagram is pushing content people send to their friends—not just posts they “like.” When your content makes people say “omg this is so us,” it gets pushed to more locals.
To play into this, think about what people naturally want to send in their group chats.
- Local humor that people want to share to their story or with a friend
- Relatable, city-specific moments
- Things to do in your city that locals share with their friends
- Listing features that get people saying, “we should go see this”
When your content makes people share, your reach grows. And it happens with the people who actually live in (or want to move to) your area.
2. Post Shareable, Local Content
If DMs are the new likes, shareability is the new metric to chase. Create content that’s easy to send or repost to Stories.
Some ideas that always perform well:
- “What ChatGPT says about [City Name]” – Content like this is super share-able and relatable with locals.
- Seasonal Guides – A valuable and shareable resource breaking down the best things to do in your area.
- Local Reels – Reels that share relatable moments about life in your area that locals want to share.
The goal is to make people feel seen where they live. When your content feels specific to their community, they’ll spread it for you.
3. Post from the Edits App to Boost Reach
Instagram recently launched its new Edits app, and posts created there seem to get an extra push. This happens every time Instagram rolls out a new tool. They want people to use it.
Try building your next Reel or carousel in the Edits app and publish directly from there. It’s an easy way to signal to the algorithm that you’re using the newest features.
4. Use the Right Fonts for Better Engagement
I’ve noticed certain Instagram-native fonts consistently get better engagement.
Here are the ones that tend to perform best:
- Literature
- Instrumental
- Classic
- Advercase
And the ones I’d avoid?
- Bubble
- Modern
- Signature
- Meme
- Directional
It’s subtle, but visual consistency builds trust. Clean, legible fonts make your content look more professional and help your message land faster.
5. Design Covers that Pop on the Explore Page
Your cover image is the first thing people see on the Explore page. If it doesn’t grab attention, your post might never get opened.
A few tips that work every time:
- Use high contrast between your text and background
- Keep headlines short and curiosity-driven
- Make sure text is large enough to read on mobile
Your cover is your billboard. Make it obvious why someone should stop and tap.
6. Keywords Beat Hashtags
Keywords now matter more than hashtags when it comes to Instagram search.
That means your captions and on-screen text should include searchable terms like your city, “real estate,” or “realtor.”
Hashtags aren’t useless, but they’re not how most users find content anymore. Write captions that sound natural and use words your ideal client would actually type into the search bar.
7. Engage with Local Accounts
Instagram still rewards genuine engagement. If you want to reach more people in your area, start interacting with other local accounts.
Comment on posts from nearby businesses, community pages, and influencers. Re-share local events or tag local spots in your Reels. When you engage with your community, Instagram recognizes your content as relevant to that location. And your reach follows.
Instagram will always keep evolving, but these small tweaks can help you stay ahead.
Focus on creating content people want to share privately, keep things local, and experiment with the new tools Instagram gives you.
That’s what’s working right now.
If you’re tired of guessing what works on Instagram, that’s exactly what we do at Coffee & Contracts. We test the strategies, create the templates, and give you the tools and community to show up consistently, stay inspired, and actually get results.
For a free week of templates, comment “content” on this carousel post.
