On July 10th, everything changes.
Content creators on Instagram are getting a visual heads-up on what’s coming:
That’s a huge deal for anyone posting and sharing hyperlocal content, including real estate agents using IG to generate organic leads.
Read on for the details.
Instagram Is Now Part of Your SEO Strategy
In Katie Steinfeld’s recent post, she offered strategies on how to improve your posts’ chances of showing up in a Google Search:
- Write captions using keywords like (your city) real estate or tips for your client avatar
- Use location-based hashtags
- Tag your location
- Make sure your settings allow your posts to appear in search
About that last tip, check your privacy settings. Even if your account is public, you have to give Instagram permission to “Allow public photos to appear in search engine results.”
As Katie points out, once you switch that on, Instagram becomes part of your SEO strategy.
The more you keep SEO and AI search in mind when crafting your IG posts, the more likely buyers and sellers searching with terms like “first-time buyer tips” or “[your city] real estate updates” will find you, even if they don’t follow you on IG.
Check out the post for more:
Justin Godsey of Godsey Creative also posted on the update and shared his tips for optimizing your Instagram profile and content to boost your odds of being seen outside the app:
- Optimize your name field
- Write captions like people search
- Use searchable cover text
- Say your keywords out loud in your videos
- Make your bio Google-friendly
Of course, even with all the right settings and hashtags, your content won’t work if your profile isn’t optimized for search. So, take the time to ensure your digital presence is set up to actually get found.
Here’s the good news: You can do this in about 60 seconds with a free Experience.com profile. It’ll show you exactly where you stand and how to improve your visibility online.
From ‘Post and Pray’ to Searchable Strategy
In a recent Instagram Reel, real estate marketing pro @itsWillDraper broke down how the July 10th Instagram update could reshape how agents attract new clients.
According to Draper, this shift turns Instagram into a visual search engine for real estate.
“They’re making all public content searchable across the entire internet. Your home tours, neighborhood tours, and local highlights can be discovered by anyone through Google.”
As Draper explains:
“The days of just posting and hoping people see it are completely over. Everything you post won’t just live in your followers’ feeds anymore. It’ll be discoverable by potential clients searching for homes or agents in your area.”
That means agents who adapt early will have a massive advantage.
What Kind of Content Should Agents Focus On?
To take advantage of this update, Draper recommends creating content that aligns with what people are already searching for. Think local, helpful, and highly relevant to buyers and sellers in your market, as well as those planning to move into it.
Start with:
- Home tours that showcase listings in specific neighborhoods
- Neighborhood guides that spotlight schools, amenities, and local attractions
- Market updates that explain what’s happening in your area and why it matters
- Home buying tips tailored to local conditions, price points, and buyer types
- Lifestyle content about local businesses, parks, restaurants, and events
The goal? Create content today that your ideal client might be Googling tomorrow.
“Imagine someone relocating to your city, finding your content through a simple Google search.”
The move? Act now, with the long game in mind.
If you’ve been phoning in your Instagram posts or repurposing generic content, now’s the time to shift your mindset. With the July 10 update just days away, every piece of content becomes a long-term asset.
Think about it. What would you change about your posts if you knew every one, and specifically every post about your market, was a potential lead magnet?
Depending on your content, your audience could get a whole lot bigger, starting this week.
Want to Learn How the Top Agents Are Adapting?
Join us at BAM BBQ on Wednesday, July 16, for a free virtual event featuring three top industry CEOs:
- Leo Pareja (eXp)
- Ryan Serhant (SERHANT. and Serhant Technologies)
- Scott Harris (Experience.com)
We’ll dive into how technology is changing the way agents get discovered online, including how your content is showing up (or not) in Google search results.
And the insights you’ll learn could not be more timely.
Sign up today to lock in your spot. All registrants will receive a link to the full replay, so you won’t miss a thing.
