Instagram Highlights are one of the most valuable yet underused features on Instagram. They offer real estate agents the perfect opportunity to showcase their expertise, share their best content, and keep valuable posts accessible to followers long after they’ve disappeared from Stories. Done well, Highlights function like a mini-website, allowing prospective clients to see exactly what you offer, your experience, and the value you bring. Here’s how to create Instagram Highlights that captivate your audience and turn more followers into clients.
Choose Your Highlight Categories Carefully
When creating Highlights, think about the topics that matter most to your audience. Your Highlights should provide a quick and easy way for potential clients to learn about you, your services, and your local expertise. Start by choosing categories that showcase the essential aspects of your business.
Suggested Highlight Categories for Real Estate Agents:
- New Listings: Highlight the properties you’re currently selling. Include key features, neighborhood details, and unique selling points.
- Client Success Stories: Use this category to share testimonials, closing day photos, and stories of clients you’ve helped. This provides social proof and builds trust.
- Neighborhood Tours: This is a great way to showcase your local expertise. Include videos or photos of neighborhood amenities, favorite local businesses, and community events.
- Real Estate Tips: Share quick tips for buyers, sellers, and homeowners. This positions you as a knowledgeable resource and provides value that keeps followers coming back.
- About Me: Create a Highlight that gives followers a glimpse into who you are, why you became an agent, and what makes you different. Include photos, videos, or fun facts to make it personal.
- Market Updates: Keep followers informed about local real estate trends, interest rates, or other market insights. This shows that you stay updated and care about helping your clients make informed decisions.
Tip: Limit your Highlights to 5-7 categories to keep your profile organized and avoid overwhelming your audience. Choose categories that represent your brand and align with what clients value most in a real estate agent.
Create Eye-Catching Highlight Covers
The cover image of each Highlight is the first thing viewers see, so it’s worth taking the time to design visually appealing covers that reflect your brand. Consistent, professional-looking covers make your profile look organized and cohesive, encouraging visitors to explore each category.
How to Create Effective Highlight Covers:
- Use Your Brand Colors and Fonts: Keep your Highlight covers aligned with your overall branding. Consistent colors and fonts create a polished look that reinforces your brand identity.
- Choose Simple, Clear Icons or Text: Icons or keywords are ideal for Highlight covers as they give a quick indication of each category’s content. For instance, use a house icon for “New Listings,” a heart for “Client Success Stories,” and a location pin for “Neighborhood Tours.”
- Design on Canva: Canva offers user-friendly templates specifically for Instagram Highlight covers. You can customize colors, icons, and fonts to create a unique look that fits your brand.
Tip: Keep it simple. Avoid cluttering your covers with too much detail, and make sure they’re easy to read and recognize at a glance.
Keep Highlights Up-to-Date
Nothing undermines credibility more than outdated content. Followers expect Highlights to reflect your current business, so regular updates are essential. For example, if a home is no longer on the market, move it out of “New Listings” or update it with a “Sold” stamp.
How to Maintain Fresh Highlights:
- Review Monthly: Set a reminder to check your Highlights at least once a month. Remove outdated listings, update any old market stats, and add new content where relevant.
- Rotate Seasonal Content: If you post seasonal tips or local event highlights, refresh this content as seasons change. For example, update “Local Events” with information about upcoming festivals or holiday events to keep it timely.
- Showcase Recent Successes: For “Client Success Stories,” add recent closings and testimonials to keep the content relevant. Regular updates help reassure potential clients that you’re actively helping people in your area.
Tip: Organize your Highlights in order of importance. Instagram displays Highlights from left to right, so keep your most impactful or frequently viewed categories on the left.
Create Engaging and Valuable Content for Each Highlight
Remember, Highlights are not just for storing any content that once appeared in your Stories. They should provide real value and engage your audience. Think of Highlights as your “greatest hits” that showcase your knowledge, personality, and expertise.
Tips for Engaging Content:
- Use Video to Showcase Listings and Neighborhoods: Videos perform well on Instagram and are especially effective in Highlights. For listings, use short video clips to highlight each room, the exterior, and any unique features. For neighborhood tours, create video guides that showcase parks, cafes, and other attractions.
- Share Client Stories in Their Words: If clients have left reviews or shared photos from closing day, feature these in your “Client Success Stories” Highlight. You can also create mini-interviews or thank-you messages from happy clients. Hearing directly from your clients provides authentic, relatable testimonials.
- Include Quick Tips and Educational Content: Short educational videos or infographics in your “Real Estate Tips” or “Market Updates” Highlights add value for your followers. Topics like “Top 5 Things First-Time Buyers Should Know” or “How to Boost Your Home’s Curb Appeal” provide helpful insights and position you as a trusted advisor.
Tip: Each Highlight should offer content that followers would genuinely find useful or entertaining. Curate it thoughtfully rather than simply saving all Stories.
Use Calls-to-Action to Drive Engagement
A call-to-action (CTA) prompts your audience to take the next step, whether that’s reaching out to you, visiting your website, or sharing your content. CTAs in Highlights help convert viewers into leads by guiding them toward an action.
Effective CTAs for Real Estate Highlights:
- “Want to see more listings? Send me a DM!”: In your “New Listings” Highlight, encourage viewers to reach out if they’re interested in learning more about specific properties.
- “Ready to buy or sell? Let’s chat!”: Include this in Highlights like “Client Success Stories” or “About Me” to prompt inquiries from potential clients.
- “Save this tip!”: In educational content, encourage viewers to save valuable tips for later. This not only drives engagement but also helps them remember your expertise.
Tip: Use engaging visuals and captions to prompt action without sounding too “salesy.” CTAs that feel conversational and friendly are more likely to resonate with viewers.
Instagram Highlights are a powerful way to showcase your expertise, provide valuable information, and give prospective clients a glimpse into your personality and brand. By carefully curating each category, updating content regularly, and adding engaging visuals and CTAs, you create a highly effective mini-portfolio right on your profile.
So, don’t overlook Highlights—they’re an essential tool for real estate agents looking to stand out, provide value, and make a lasting impression on potential clients. When done thoughtfully, Highlights can be the difference between a passive follower and an active lead.
Additional Resources
Create Engaging Instagram Stories: A Real Estate Agents Guide – Captivate their audience and stand out in a competitive market.
Content Planning for 2025: A Real Estate Agent’s Guide to Social Media Success – Content planning is essential for real estate agents who want to stand out
3 Types of Content Every Real Estate Agent Needs to Grow Their Social Media Presence – Standing out online requires more than just posting property listings
