As a realtor, Instagram is one of the most powerful tools to grow your business, connect with clients, and establish your personal brand. Yet, one of the most common struggles is deciding what to post. That’s where content pillars come in—a foundational strategy that simplifies your posting process and keeps your feed consistent and engaging.
In this post, we’ll dive into what content pillars are, how to define yours, and how they can transform your Instagram strategy.
What Are Content Pillars?
Content pillars are the core topics or themes that guide your posts. Think of them as the building blocks of your Instagram content strategy. By defining 3-5 pillars, you’ll have a roadmap to consistently create relevant and engaging content that resonates with your audience.
Examples of Real Estate Content Pillars
If you’re wondering what content pillars could look like for a realtor, here are a few examples:
Property Listings: Share beautiful photos or videos of your current listings. Highlight unique features, announce open houses, or showcase before-and-after staging photos.
Market Updates: Provide valuable insights, like market trends, interest rate changes, or local housing stats.
Buyer/Seller Tips: Educate your audience with actionable advice for navigating the real estate process.
Local Highlights: Spotlight local businesses, restaurants, parks, or events to showcase your expertise in the community.
Personal Branding: Share behind-the-scenes moments, your favorite coffee spots, travel adventures, or even snippets of your daily life as a realtor.
My Personal Content Pillars
For my Instagram strategy, I’ve chosen the following pillars:
Listing Highlights/Just Sold Posts: Showcasing my latest transactions or stunning properties.
Personal Content: Sharing glimpses of my life outside of real estate, like travel, home renovations, or special occasions.
Buyer and Seller Education: Offering tips and guidance for navigating the housing market.
Local Spotlights: Highlighting amazing local businesses and attractions.
When you look at my Instagram grid, you’ll notice these themes consistently popping up. In any 3x3 square of posts, you’ll see a mix of all four pillars, creating a cohesive and engaging feed.
Why Content Pillars Work
Content pillars eliminate the guesswork of deciding what to post. They provide a framework that ensures your content is diverse, on-brand, and always relevant. Plus, they help you maintain a balanced feed that showcases both your professional expertise and your personality.
Next time you’re stuck for ideas, take a look at your recent posts and revisit your content pillars. Ask yourself: What’s up next? With this structure in place, you’ll never run out of inspiration.
Create Your Own Content Pillars
It’s time to define your pillars! Here’s how:
Look at your current Instagram feed. What are the recurring themes? Are these aligned with the brand you want to project?
Use a worksheet or simply brainstorm 3-5 categories that reflect your brand and appeal to your target audience.
Ensure your chosen pillars cover a mix of professional and personal content to humanize your brand while showcasing your expertise.
Remember: consistency is key. Use your brand colors, include your face in at least 1 out of every 6-9 posts, and stick to your pillars.
Want to learn more?
In my self-paced online course "From Followers to Clients: A Realtor's Guide to Instagram Conversion" I share my exact 5-Step Conversion Framework to generate business on Instagram. The course will be launching before the end of the year! Join the waitlist and be the first to be notified when it launches.
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