Real Estate Content Ideas That Actually Convert Your Ideal Client

For the last six years, instagram has been my main source of lead generation. When used efficiently, Instagram truly is a powerful tool for attracting, building trust, and converting your followers into your ideal clients.

Here’s how to make Instagram work for you:

Step 1: Identify & Understand Your Ideal Client

First, you need to pinpoint what type of specific client you want to attract (ex: first time buyer, relocation, military families, empty nesters, etc.) Then, when creating content consider things like their lifestyle, real estate preferences, and how you best relate to them outside of Real Estate.

For example, let’s say your ideal client is a Nashville resident between the ages of 25 and 30. They’re currently renting but saving for their first home. They live an active, outdoorsy lifestyle and own a dog.

Their hobbies and interests could include things like playing pickleball, attending fitness classes, listening to live music, and always up for a rooftop happy hour.

Step 2: Create Content Pillars That Speak to Your Ideal Client

Once you know your ideal client, create content pillars or themes that appeal to their interests and things they may search for on instagram. For this client type, your content pillars may include:

- Local posts to get in front of the right audience.

- First-time buyer tips to help position yourself as an expert and go-to resource.

- Personal brand-building posts that showcase your personality and help build trust.

Step 3: Brainstorm Keyword Topic Ideas for Each Pillar To Help With Search-ability

Now that you have your content pillars, it’s time for the fun part—coming up with content ideas!

With Instagram increasingly acting as a local search engine, you have a unique opportunity to attract and engage potential future clients where they’re already searching for information. By creating strategic, keyword-rich content, you can build trust and grow your business. Below are some keyword-rich topic ideas that would resonate with the ideal client for this example:

Local Post Ideas:

  • Best spots for brunch after your next Pickle-ball game

  • Top rooftop happy hours in Nashville with the best views

  • POV: You want to try a new fitness class in Nashville

  • Here’s where to find live music for your next (girl’s night/date night) in Music City

  • Nashville restaurants that welcome your four-legged friends

First-Time Buyer Post Ideas:

  • Homes in Nashville under [current list price that your ideal client is likely searching for]

  • Nashville first time home buyer loan programs making homeownership easier

  • Let’s create your home buyer game plan

  • What $ gets you in (Nashville/suburbs)

  • Why Nashville’s new construction communities are booming

    Personal Brand Builder Ideas:

  • What a buyer consult looks like with me

  • Have we met? Allow me to reintroduce myself

  • Spend a Saturday with me in Nashville

  • A realistic day in the life of a Nashville realtor

  • A look into my camera roll/notes app as a Nashville realtor

The key to successfully attracting your ideal client on instagram is having multiple content pillars that all tie into building the know/like/trust factor with your ideal client and strategically making them searchable, using SEO friendly text to help your post appear in their searches!

Find these ideas helpful? You can find these templates in the Coffee & Contracts membership! Each month I meet with the other Coffee & Contract coaches to create new monthly real estate content ideas, customizable captions, marketing guides and more to help our community of Realtors attract more of their ideal clients on instagram!

Content Creation TipsErica Richmondideal clients, content strategy