new way to sell your property

In the past eight months, Jackie Johnson with Keller Williams in Tampa, Fla., has netted more than $25,000 in what she calls “Instagram commissions” — deals from clients she’s connected with through her Instagram account.

Johnson knew she had found what she calls a “gold mine” when prospective clients began reaching out to her. They’d comment on her photos, inquire about her listings, and outright ask if she’d help them buy a house — all through the app. The 25-year-old agent, who started using Instagram for fun in early 2015, unknowingly tapped into what prospects want: a window into her life and personality.

Johnson posts pictures and videos of herself eating lunch at local hotspots, attending social events, and traveling. When she posts about listings, she’s more likely to post photos of kitchens or interior details rather than a shot of the whole room. In one photo, instead of the entire bathroom, Johnson shows off the glass block shower. In another, she focuses on the huge dining room window, catching just half the chandelier. The trick, she says, is to post beautiful, interesting photos that catch users’ eyes. She writes catchy, engaging captions that encourage her followers to respond and uses hashtags to get the attention of potential new followers.

Johnson kicks into high gear when she receives a response, replying within 10 minutes to every comment. Her goal: “To get them off Instagram as quickly as possible. I send them a reply and suggest we talk via e-mail,” she says. She usually has an appointment set up within seven days of initial contact. 

Johnson says one of the great things about Instagram leads are that people reaching out to her generally are ready to buy because they’ve skipped the “getting to know you” stage. “They’ve been following me, reading my comments, and looking at the photos of my life. I don’t have to sell myself,” says Johnson. She recently connected with a couple on Instagram who chose her as their agent “because they felt like they knew me.”

And Johnson isn’t alone. Users cite Instagram’s appeal to millennials and its non-pushy, organic feel. Plus, it’s easy. “You’ve got a great camera in your pocket everywhere you go. People want to see pretty pictures,” says Coy Davidson, senior vice president at Colliers International in Houston.