5 Creative Ways to Use Instagram Stories for your Luxury Real Estate Brand

Luxury real estate brands are capitalizing on Instagram Stories to highlight property features and give followers an inside look at what sets them apart 


  • With such a highly visual platform comes the challenge of standing out from other luxury real estate brands. 
  • Stories helps boost reach and engagement by giving users ways to engage with your content. 
  • Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts.

Instagram is a natural fit for real estate marketing. And with the growing popularity of Instagram Stories, marketers are increasingly using this feature to highlight their properties and luxury real estate brand. When implemented as a part of a robust digital marketing strategy, Instagram Stories is an ideal place to showcase your latest projects. 

But with such a highly visual platform comes the challenge of standing out from other luxury real estate brands. If you want to generate leads, increase ROIand ultimately close deals, you’ll need to think outside of the box.  

Here are five creative ways to use Instagram Stories for your luxury real estate brand 

1. Go behind the scenes

Because of the informal feel of Instagram Stories, it’s a great place to highlight your luxury real estate brand and give viewers a behind-the-scenes look at your property. This intimate view into what makes your brand unique helps build engagement and brand loyalty. 

Some ideas to showcase your luxury real estate brand include: 

  • Highlight premier features of your property 
  • Snap a picture or short video at local restaurants, barsand events by your property 
  • Upload an image of an office brainstorm or staff meeting 
  • Feature new marketing ideas or things your staff are working on

2. Engage

I recently read that Instagram algorithms can make organic reach difficult, which means that engagement can be a challenge. But Stories helps boost reach and engagement by giving users ways to interact with your content. Ask viewers a question or create a poll to encourage audiences to share thoughts with your brand. What’s your favorite feature in the new penthouse unit? What color should we paint our office door? What videos do you find most appealing. And when audiences respond to your questions or polls, make sure you re-engage with them. 

3. Highlights

Looking to get more shelf life out of your Instagram Stories? Try using the Highlights tool.  

Instagram Stories Highlights can live permanently on your profile. They’re like curated collections of Instagram Stories that your followers — both old and new — can tap into and watch any time they like. 

And because of their prime location directly under your bio and above your Instagram feed, it’s the perfect place to direct followers to your most valuable and interesting content, writes Benjamin Chacon for Later.com.  

Highlights is a great tool for gathering several of your most engaged stories and blog posts, and organizing them by topic. For example, your luxury real estate brand can create different highlights for property features, neighborhood information, and office culture. Viewers can easily sort through your content based on their personal needs. 

4. Be visual

56% of marketers said they use visuals in their content almost 100% of the time. Instagram called the feature Stories for a reason. Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts. Visual content has significantly higher engagement rates, so get your camera ready. 

5. Luxury branding

Instagram Stories leveragetwo things today’s buyers love: beautiful images and engaging videos. The tool extends a brand’s audience, shows the ins and outs of what makes your brand unique and promotes engagement with your Stories, as well as your Instagram posts. All of these elements develop brand awareness andhopefully, brand loyalty. 

Final thoughts 

I’ve heard some luxury real estate brands are hesitant to use Instagram Stories, because of the informal vibe of the tool, something that’s not usually synonymous with luxury real estate. But as Instagram continues to grow in popularity, it’s important for brands to follow their audiences.  

Remember, Instagram Stories is just one part of your dynamic digital marketing strategy. Have fun with the tool, experiment with posts including videos and pictures, and see what followers engage with the most. You might be surprised how well your Stories perform. 

Still hesitant about getting started? Let us help. 

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