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How can you use hashtags strategically in your real estate marketing?
Today, we’re uncovering how a solid hashtag strategy can not only increase the exposure of your individual posts but lead to an increase in your following as well.
Why Hashtags Matter
We know from a real estate marketing perspective that hashtags are a brilliant addition to social media.
Think about this - hashtags allow your content to be discovered by anyone in the world who is interested in your topic. Without them, everything you share would be limited to being seen by just your followers. Even then, we know that thanks to the algorithm our followers don’t see all we post.
You have an advantage with real estate hashtags on Instagram!
Through strategic hashtags, your content is seen by the very people who are most interested in your topic. You can even follow hashtags on Instagram. So, there’s a chance that your next customer could already be following a hashtag you’re posting about.
This means people who find your content will be more engaged and more likely to form connections with you.
If you’ve been following me for a while, then you know I’m not all about the number of likes on your posts or followers you have. These metrics are great. They make us feel good, and they do signal that we’re posting impactful content.
What I really care about is engagement and conversations. Whether you’re able to reach out to someone through a comment or a DM, I believe that conversations lead to relationships that lead to lifelong real estate customers.
So how do we use hashtags to start making these connections? It starts with choosing the right hashtags.
How to Choose the Right Hashtags
We want to be selective with our Instagram hashtags and think about what our ideal customer (home buyer or seller) would be searching for on social.
Let’s walk through a real-life example where you’re promoting a new listing of yours.
You decide to do a carousel featuring the modern facade, granite countertops in the kitchen, and the relaxing lakefront view. (Bonus points if you’re sharing a video!) If you use hashtags like #granitecountertops #lakelife #modernarchitecture, what’s the chance that the ideal buyer in your local area is going to find your listing through those hashtags?
I’ll tell you right now - slim to none. Why? Those hashtags aren’t specific enough to the home and have way too many posts associated with them. Each of those hashtags has over 1 million posts. Unless you’re somebody with tens of thousands of followers who gets thousands of likes on each post, it’s going to be difficult for you to compete.
The good news? As REALTORS and Real Estate agents, we don’t want to compete there!
We want to choose hashtags that are relevant to our local markets and don’t have too many posts associated with them.
How to Research
Start by thinking about what your ideal customer would be searching for on Instagram.
Once you’ve come up with a relevant idea, type it into the search bar. From there you’ll see four different options: the top results, accounts, tags, and places. If you select tags, it will give you the search volume not just for the hashtag you originally searched for but also related hashtags.
For the previous example, let’s say the listing was in Orlando, Florida.
If I type in “orlando homes” into the search bar on Instagram, I see #orlandohomes has almost 47k posts associated with it. It also suggests #orlandohomesforsale which only has 9.7K posts.
Once you see a hashtag that looks good, investigate further from a real estate marketing perspective.
Take a look at the top posts and see how many likes they have and the type of engagement. You’ll also want to look at not only what types of content comes up in the top but what are the accounts like that are posting using that hashtag. We don’t want to use a hashtag where the other posts and accounts are irrelevant because our content doesn’t fit in there.
Next, check the time stamps for the recent posts. You’ll want to choose a hashtag that other people are actively using as well.
Once you’ve done your research, start compiling a list of hashtags best suited for the Real Estate and lifestyle content you share.
If you listened to last week’s episode, “Ep 7. What to post on Instagram and Social Media for REALTORS,” then it will be even easier for you to compile hashtags to maximize your social strategy. Don’t forget to download my free 30-day social calendar and list of the best topics for real estate.
The Number of Hashtags
Keep in mind, Instagram lets you use 30 hashtags.
I’ve read and heard everything under the sun when it comes to the number of hashtags you should use. Here’s what I have to say - only use hashtags that will be the most impactful. Don’t feel like you need to use all 30. On the other hand, don’t feel like you can only use 5 because that will make you “look cooler.” You can always put hashtags in the first comment of your post if you prefer the way that looks.
The most important tip is to make sure every hashtag you choose is intentional and relevant.
While you can get creative and experiment, there are a few things that you shouldn’t do.
Don’t Do These
Try not to use industry lingo. Think back to before you were in real estate, a REALTOR or agent. I know this can be hard for some! Only use hashtags your homebuyers and sellers would say and not the industry jargon you commonly use.
Don’t use hashtags that aren’t relevant to your photos and videos. Instagram is smart and will recognize irrelevant hashtags.
Instagram also doesn’t want you posting the exact same hashtags, in the exact same order every time. This could signal you’re not an authentic account.
Creative Opportunities
Another hashtag opportunity to increase your exposure is to use other businesses’ hashtags.
Lifestyle and community content are one of my four pillars of the best type of real estate content. Learn more here. When you share a photo of you at a local restaurant or shop, tag the local business and use their hashtag. This increases the chance of your content being shared and other locals or interested parties finding you.
You could also use this same strategy for local publications or organizations that promote living in the areas you work in.
Take a look at your local tourism boards, chambers, and the like. They’ll often say in their Instagram bios to use a hashtag to be featured. You can also look at other popular accounts and see if they post shared content. Try tagging these accounts on your next relevant post and using their hashtag.
I just looked at Visit Orlando’s Instagram feed and almost every other photo was shared from another’s account. I would advise if you’re doing this, make sure the other account is relevant. Visit Orlando is mostly for tourists but many are moving here. So use your best judgment.
And finally, use your own branded hashtags.
You might use these in the future for UGC, user-generated content. Ask your homebuyers and sellers to tag you with your hashtag, and then you’ll have more content to share as well. You also never know when you might take off on social. You’ll be glad you’re already using a branded hashtag in everything you’re doing. Hey, that’s why I’m using #IdeasForRealEstate!
Re-Evaluate
Once you’ve created a list of hashtags, don’t forget to go back and check in on your results. Routinely search them and see if you’re coming up in the top results. Make a note of which seem to have the biggest impact on your exposure.
I hope you enjoyed today’s Instagram quick tip! As always, if you have any questions or episode requests, feel to reach out to me on Instagram @IdeasForRealEstate.
P.S. Struggling with what to post on social? I’ve figured out a formula so you always have an idea for high-quality, relevant content! Download my 30-day calendar and creative post ideas here.
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