I’ll admit I spend more time on Instagram than I probably should. Some of it is legitimate market research, and other times, I open the app for one quick thing and resurface 30 minutes later after watching luxury home tours, agent skits, and videos of listings with design choices I will never understand.
If you’re going to scroll, you might as well make it useful. The best real estate Instagram accounts can teach you how to write stronger hooks, market listings, build a recognizable brand, and make people genuinely want to follow. So, instead of doomscrolling, pay attention to these 15 accounts and the strategies worth borrowing for your own content.
| Instagram Accounts | Best for |
|---|---|
| The Broke Agent | Relatable real estate humor |
| Coffee & Contracts | Ready-to-use content ideas |
| ReminderMedia | Relationship marketing |
| Chelsea Peitz | Building digital trust |
| Zillow Gone Wild | Unusual real estate listings |
| Matt Lionetti | Real estate sketches |
| Kaitllin Hannig | Dry real estate humor |
| Michelle Vega | Relatable real estate comedy |
| Krys Benyamein | Standout personal branding |
| Ryan Serhant | Brokerage marketing |
| Taya DiCarlo | Balancing business and lifestyle |
| Gila Goodman | Showing real agent life |
| Caleb Simpson | A recognizable video series |
| Cheap Old Houses | Historic home storytelling |
| Katie Lance | Practical social media strategy |
- Real estate accounts every agent should follow
- Accounts that make real estate entertaining
- Accounts with standout personal brands
- Accounts with recognizable content formats
- Why follow these real estate Instagram accounts?
- 5 Instagram growth hacks for real estate agents
- Frequently asked questions (FAQs)
- Your turn
Real estate accounts every agent should follow
These accounts cover nearly every part of building a real estate brand on Instagram, from making agents laugh to creating useful content that keeps you connected with clients. Follow them for ideas you can adapt to make your own feed more engaging, memorable, and valuable.
The Broke Agent
Instagram Handle: @thebrokeagent
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Best for:
relatable real estate humor
The Broke Agent turns the everyday chaos of working in real estate into memes, videos, and jokes that agents immediately understand. This account covers everything from buyers who disappear after weeks of showings to sellers with unrealistic expectations, deals falling apart at the last minute, commission misconceptions, lead generation, and the struggle to take an actual day off.
Follow The Broke Agent for a laugh, but also pay attention to why the content gets shared. The account knows its audience extremely well and finds humor in experiences agents rarely see represented in polished real estate marketing. It shows that content doesn’t always need elaborate production or a serious lesson to strengthen a brand. Sometimes, making people say, “This is painfully accurate,” is enough to stay memorable and build a community.
Key takeaways for real estate agents
- Turn frustrating or awkward moments from your workday into relatable content.
- Create posts that make your audience feel understood rather than marketed to.
- Pay attention to the phrases and situations agents repeatedly joke about in conversations and group chats.
Coffee & Contracts
Instagram Handle:@coffeecontracts
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Best for:
ready-to-use content ideas
Coffee & Contracts is a real estate marketing platform founded by Haley Ingram that helps agents create social media content without starting from a blank screen every day. Its Instagram account shares real estate trends, marketing advice, content prompts, template previews, Reel ideas, and examples of how agents can turn common buyer and seller questions into useful posts.
Even if you do not subscribe to the platform, the account is worth following for inspiration and insight into what agents are currently posting. Pay attention to how Coffee & Contracts packages educational topics into attractive, easy-to-understand graphics and connects timely conversations back to real estate. It is a helpful example of how to plan content consistently while still leaving room for your own voice, market, and expertise.
Key takeaways for real estate agents
- Use templates as a starting point instead of treating them as finished content.
- Build a monthly content calendar so you don’t have to decide what to post every morning.
- Batch social posts or videos during one dedicated content session.
ReminderMedia
Instagram Handle: @remindermedia
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Best for:
relationship marketing
ReminderMedia helps real estate agents stay connected with their sphere through a combination of print and digital marketing. It is best known for its branded lifestyle magazines and postcard campaigns. These materials give agents a more memorable reason to reach out than another generic “Thinking of selling?” postcard.
The Instagram account delivers plenty of value outside of its products. Its feed blends relationship marketing strategies with inspirational teaching, sales advice, agent success stories, and clips from the Stay Paid podcast. Follow it for practical lessons in prospecting, follow-up, earning referrals, strengthening your mindset, and building a sustainable business. It is especially useful for agents who want to think beyond their next lead and develop relationships that generate repeat business over time.
Key takeaways for real estate agents
- Don’t rely entirely on social media and email. Print can give your brand a physical presence in clients’ homes.
- Use educational content to demonstrate expertise.
- Share client success stories that emphasize relationship, not just the transaction.
Chelsea Peitz
Instagram Handle: @chelsea.peitz
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Best for:
building digital trust
Chelsea Peitz is a former Realtor-turned social media coach, author, and digital trust expert who teaches agents to become more comfortable and recognizable online. Her account immediately stands out for its bright colors, bold patterns, colorful glasses, and playful fashion. Those elements are not just fun styling choices. That makes her instantly identifiable in a crowded feed and demonstrates how consistent visual cues can become part of a personal brand.
Peitz teaches agents how to create content that builds relationships instead of simply chasing views. Her advice covers short-form video, personal branding, audience engagement, storytelling, camera confidence, and using AI without losing the human qualities that make content memorable. Her central message is that agents do not need to copy every trend or become full-time content creators. They need to show people who they are, share useful ideas, and build enough familiarity and trust to be remembered when someone needs an agent.
Key takeaways for real estate agents
- Choose colors, accessories, or visual elements that make your content recognizable.
- Consistency does not mean every post needs to look identical.
- Build trust before asking followers for business.
Accounts that make real estate entertaining
Zillow Gone Wild
Instagram Handle: @zillowgonewild
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Best for:
unusual real estate listings
Zillow Gone Wild proves a property doesn’t need to be conventionally beautiful to capture attention. The independently run account curates unusual homes from across the country, including themed interiors, architectural oddities, elaborate amenities, and design choices that practically demand a trip to the comments. Its conversational captions invite followers to react, debate, and imagine themselves living in each property.
Agents should follow Zillow Gone Wild to see what makes listing content shareable beyond their immediate market. The account turns property photos into entertainment by finding the detail that makes each home impossible to ignore. While most agents will not list a basket-shaped building or a home with an eclectic wooden exterior, they can still learn how to identify a property’s most interesting feature and build a story around it.
Key takeaways for real estate agents
- Look for one feature that makes a listing different, even if it is not traditionally luxurious.
- Use humor without insulting the seller, property, or listing agent.
- Don’t assume only multimillion-dollar properties can perform well. Personality often creates more interest than price.
Matt Lionetti
Instagram Handle: @matt.lionetti
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Best for:
real estate sketches
Matt Lionetti makes real estate content feel more like a comedy show than an advertisement for his services. He turns familiar experiences with clients, agents, listings, and everyday real estate life into sketches, character-driven videos, song parodies, and funny observations. His content works because the situations are recognizable, but his delivery and willingness to exaggerate them make them far more entertaining.
Lionetti also brings that creativity into his listing marketing. Rather than relying on a traditional walkthrough, he may build an entire comedic concept around a property, dress as a character, or use music and storytelling to hold viewers’ attention. The result is content people may watch and share even if they are not looking for a home. His account demonstrates how agents can use entertainment to reach a wider audience while still keeping real estate at the center of their brand.
Key takeaways for real estate agents
- Give viewers a reason to watch beyond learning the price and bedroom count.
- Make content for people who enjoy real estate, not only those ready to transact.
- Take creative risks while respecting clients, sellers, and other agents.
Kaitlin Hannig
Instagram Handle: @realtorkaitlin
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Best for:
dry real estate humor
Kaitlin Hannig stands out by doing nearly the opposite of a typical high-energy real estate video. She often faces the camera in her now-recognizable stance, maintains a stoic expression, and delivers sarcastic observations without breaking character. That visual consistency lets followers know what kind of video they are about to watch before she even starts speaking.
Hannig uses dry, witty jokes to hook viewers before sharing an unusually honest take on a home, neighborhood, or Utah market. Instead of describing every community as perfect and every listing as a dream home, she acknowledges the trade-offs and occasionally roasts the people most likely to live there.
The jokes make her content entertaining, but the honesty also builds credibility. Her account shows agents they don’t have to sound overly enthusiastic to capture attention. A clear perspective and recognizable delivery can be much more memorable.
Key takeaways for real estate agents
- Develop a recognizable stance, expression, or opening shot.
- Make sure the audience understands that they are in on the joke.
- Turn local knowledge into content outsiders can still enjoy.
Michelle Vega
Instagram Handle: @michelle_renee_vega
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Best for:
relatable real estate comedy
Michelle Vega turns the everyday realities of working in real estate into short, highly relatable comedy videos. Her content plays on the situations agents regularly encounter, from prospecting and door-knocking to following up with leads and dealing with the unpredictable parts of the job. The scenarios feel familiar enough that agents immediately get the joke and often want to share it with someone who’s experienced the same thing.
Vega also uses music, facial expressions, body language, and quick visual puns to make a simple idea entertaining. She frequently pairs real estate moments with recognizable or nostalgic audio, giving viewers an immediate connection to the video before they have finished reading the text on the screen. Her account is a great example of how agents can create funny, engaging content without complicated scripts or expensive production.
Key takeaways for real estate agents
- Turn everyday agent experiences into relatable content.
- Add brief text that gives viewers the context they need.
- Choose jokes your target clients can enjoy, even if they are not agents.
Accounts with standout personal brands
Krys Benyamein
Instagram Handle: @krysbenyamein
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Best for:
standout personal branding
Krys Benyamein combines useful real estate education with the energy and creativity of an entertainer. His videos often begin with a bold statement, unexpected visual, or exaggerated setup that immediately grabs attention. Once viewers are watching, he delivers practical information about the housing market, real estate careers, social media, and running a business through quick explanations, green-screen commentary, and humor.
What makes Benyamein’s personal brand particularly strong is that it extends beyond real estate. He shares his experiences as an entrepreneur, content creator, and Mount Everest climber, connecting those stories to lessons about preparation, discipline, risk, and perseverance. His energetic delivery, recognizable video style, strong opinions, and personal storytelling make his content feel distinctly his. Agents can follow him for useful information, but they also get a clear sense of the person behind the advice.
Key takeaways for real estate agents
- Combine education with entertainment to make information easier to remember.
- Use movement, quick cuts, and changing backgrounds to maintain attention.
- Build stories around challenges, failures, and difficult goals.
Ryan Serhant
Instagram Handle: @ryanserhant
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Best for:
brokerage marketing
Ryan Serhant has spent years combining real estate with entertainment. He became widely known through Bravo’s Million Dollar Listing New York and Sell It Like Serhant and now stars in Netflix’s Owning Manhattan, which follows Serhant and his agents as they compete for major listings and grow the SERHANT. brokerage. The show gives viewers access to luxury properties, negotiations, agent coaching, business decisions, and the realities of building a brokerage.
His Instagram operates like an extension of that media ecosystem. Serhant educates buyers and sellers about the market, shares sales and branding advice for agents, posts clips of himself coaching his team, and promotes the listings, culture, and growth of his brokerage. Even when a post centers on his life or television career, it usually connects back to real estate of the SERHANT. brand. His account demonstrates how one personal brand can educate consumers, develop agents, attract recruits, market properties, and promote an entire company.
Key takeaways for real estate agents
- Treat your Instagram account as a media channel for your business.
- Show how you coach, train, and support the people on your team.
- Share behind-the-scenes moments from your business.
Taya DiCarlo
Instagram Handle: @tayadicarlo
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Best for:
balancing business and lifestyle
Taya DiCarlo gives followers a well-rounded look at both her real estate business and the person behind it. The South Bay luxury agent’s content includes property tours, market education, local recommendations, fashion, family life, and self-development. Her feed feels polished and professional, but it never resembles a nonstop stream of listings and sales announcements.
DiCarlo is a strong example for agents who want to build a personal brand without abandoning their real estate expertise. Educational series such as “Taya’s 2 Cents” help make complicated topics approachable, while her lifestyle and community content gives followers additional reasons to stay connected. She demonstrates that an agent’s account can cover several interests as long as the content remains consistent with the person and market behind the brand.
Key takeaways for real estate agents
- Mix real estate education with lifestyle and personal content.
- Give your series a simple, memorable name.
- Become a useful source of information about the community you serve.
Gila Goodman
Instagram Handle: @agentgila
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Best for:
showing real agent life
Gila Goodman shares polished Las Vegas property tours, market information, and examples of what buyers can find at different price points. Her videos often use simple hooks such as “This is what you can get in Las Vegas,” followed by straightforward voice-overs that keep the focus on the property while still letting her personality come through.
Goodman also shows what working in real estate looks like as a mom. Her baby often comes along to showings, property tours, and other parts of her workday, naturally becoming part of the content. Those moments make her feel that her feed is personal without pulling it away from real estate. Rather than presenting motherhood and business as two perfectly separated lives, she shows how they often overlap, giving followers a more honest picture of the person they may hire.
Key takeaways for real estate agents
- Let followers see what your actual workday looks like.
- Use simple property-tour hooks that can be created across different price points.
- Remember that relatability and expertise can exist in the same post.
Accounts with recognizable content formats
Caleb Simpson
Instagram Handle: @calebwsimpson
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Best for:
a recognizable video series
Caleb Simpson became known for approaching people on the street and asking, “How much do you pay for rent?” followed by, “Can I get a tour of your apartment?” That simple exchange became the foundation of an instantly recognizable video series. Viewers know within seconds what they are about to watch, but the person, price, location, and home make every episode different.
Simpson has toured everything from small city apartments to multimillion-dollar celebrity homes. His guests have included Barbara Corcoran from Shark Tank, who gave viewers a tour of her New York City penthouse. Once inside, Simpson moves through the home while asking about the resident’s work, rent or ownership costs, favorite rooms, unusual features, design choices, and the stories behind personal items. The combination of real estate, money, personality, and curiosity makes the format entertaining even when the home itself is relatively ordinary.
Follow Caleb SimpsonKey takeaways for real estate agents
- Create a recurring opening question followers immediately recognize.
- Ask questions viewers genuinely want answered.
- Compare what similar budgets can get clients in different neighborhoods.
Cheap Old Houses
Instagram Handle: @cheapoldhouses
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Best for:
historic home storytelling
Cheap Old Houses finds affordable historic properties and presents them as opportunities to preserve craftsmanship, uncover local history, and create something unique. The account features character-filled homes from across the country, many priced below $130,000. Its listings include Victorians, farmhouses, former churches, schoolhouses, lighthouses, and other buildings that might be overlooked on a traditional real estate feed.
The account is worth following even if you do not sell historic homes. Each post finds a story within the property, highlighting original woodwork, unusual architecture, forgotten details, and restoration potential. That focus has helped Cheap Old Houses grow beyond Instagram into books and HGTV programs. It shows agents how a clear niche and genuine enthusiasm can turn overlooked listings into content people actively seek out.
Key takeaways for real estate agents
- Choose a specific real estate niche and become known for it.
- Let your enthusiasm for real estate come through.
- Strong storytelling can generate interest in a property others have dismissed.
Katie Lance
Instagram Handle: @katielance
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Best for:
practical social media strategy
Katie Lance teaches real estate agents and brokers how to use social media, video, and AI without allowing content creation to take over their businesses. Her posts break down topics such as what to post, how to become more comfortable on camera, how to plan content, and how to use AI without sounding robotic. Her advice is approachable and designed for busy agents who ned ideas they can realistically implement.
Lance is also the creator of the #GetSocialSmart Academy, author of #GetSocialSmart, and host of The Katie Lance Podcast. Across these platforms, she focuses on consistency, relationship-building, personal branding, and using content to remain connected with past clients while attracting new ones. Agents should follow her for useful prompts and tutorials, but also to see how one educational idea can be repurposed across Reels, podcasts, newsletters, and longer training.
Follow Katie LanceKey takeaways for real estate agents
- Create a realistic social media plan that fits your schedule.
- Use AI to brainstorm and organize ideas.
- Give followers useful information without overwhelming them.
Why follow these real estate Instagram accounts?
The best real estate Instagram accounts offer more than attractive listing photos. They demonstrate different ways to educate clients, entertain an audience, build a recognizable personal brand, and remain top of mind. Following them can help you identify stronger hooks, repeatable video formats, content topics, and storytelling techniques to adapt for your own market.
The goal is not to copy someone else’s jokes, scripts, or personality. Pay attention to why the content works. Caleb Simpson uses a recognizable opening question. Kaitlin Hannig uses dry humor and consistent delivery. Chelsea Peitz teaches through bold visuals and practical advice. Choose the techniques that fit your personality, audience, and business goals, then make them your own.
5 Instagram growth hacks for real estate agents
1. Make your profile easy to understand
Someone visiting your profile should immediately know who you are, where you work, and how you can help. Include your profession and market in your name or bio, use a recognizable photograph, and add a clear next step.
Your bio link could lead to:
- A home search
- A home valuation
- A buyer or seller guide
- An appointment calendar
- Your current listings
- A page containing several useful links
Pin posts that introduce you, explain whom you serve, and showcase your strongest real estate content.
2. Create a recognizable series
A recurring series gives you a repeatable content framework and gives followers something familiar to watch. Keep the structure consistent while changing the property, question, neighborhood, or topic.
Series ideas include:
- “What $500,000 Buys in [City]”
- “One Thing Buyers Miss”
- “The Wildest Listing of the Week”
- “Living in [Neighborhood]”
- “Real Estate Terms in 30 Seconds”
- “POV: You’re a Realtor”
- “Would You Live Here?”
Choose a format you can sustain. A simple weekly series is more valuable than an elaborate idea you abandon after three videos.
3. Hook viewers immediately
Skip lengthy introductions and begin with the most interesting part. Lead with a surprising statement, direct question, unusual room, strong opinion, or clear promise.
Try hooks such as:
- “This is what $750,000 buys in North Jersey.”
- “Before you waive the inspection, watch this.”
- “This house looks ordinary until you see the basement.”
- “Three things nobody tells you about moving to this town.”
- “Would this feature make you buy the house or leave immediately?”
Support the verbal hook with movement, on-screen text, or an interesting visual. The opening should accurately represent the rest of the video rather than promising something the content never delivers.
4. Build a sustainable content mix
Your account should not feel like a digital bulletin board filled with listings and sales announcements. Choose three or four content categories that reflect your business and personality.
A simple mix could include:
- Educate: Market explanations, buying tips, and seller advice
- Local: Neighborhood tours, restaurants, businesses, and events
- Entertain: Relatable humor, trends, and unusual listings
- Connect: Personal stories, behind-the-scenes moments, and client experiences
- Promote: Listings, open houses, testimonials, and services
Batch several videos at once and save ideas throughout the week. This makes consistency easier without requiring you to create something new every day.
5. Study your results and repeat what works
Don’t judge performance using likes alone. Review watch time, shares, saves, comments, profile visits, follows, link clicks, and direct messages. A video with fewer views may still be more valuable if it starts conversations with people in your market.
Use Instagram’s best practices section in the professional dashboard for personalized guidance about creation, engagement, and reach. If your account has access to trial reels, you can also test a reel with non-followers before deciding whether to share it more broadly. When a topic or format performs well, create another version instead of immediately moving on to something completely different.
Frequently asked questions (FAQs)
How often should I post on social media?
The most important part of deciding on how often you should post on social media is creating a schedule you can stick to. Posting every day for a month and then not posting for two weeks does not help you build a consistent follower base or gain clients from social media. I recommend starting off posting maybe once or twice a week, and as you get more comfortable, you can increase your frequency. Remember quality over quantity.
Do real estate agents need to create Reels?
Reels can help agents reach people beyond their existing followers, but not every post needs to be a video. Carousels, photographs, and stories can also educate clients and generate conversations. Choose the format that communicates each idea most effectively.
Should I have separate personal and business Instagram accounts?
It depends on how you want to use the platform. Many agents build stronger personal brands by combining real estate with selected parts of their lives. If you prefer greater privacy, maintain separate accounts and decide which personal topics you are comfortable sharing publicly.
Can I repost another agent’s listing on Instagram?
Only with the necessary permission and in compliance with your brokerage, MLS, and local advertising rules. Crediting the listing agent does not automatically give you permission to use their photographs or market the property. Confirm the requirements before posting.
Your turn
You do not need to copy these accounts or completely reinvent your Instagram strategy. Choose one or two ideas that fit your personality, whether that means creating a recurring series, making real estate more entertaining, sharing more of your life, or finally posting the education videos sitting in your drafts.
Follow the accounts that inspire you, study what keeps you watching, and turn one idea into a post this week. The best Instagram strategy feels like you and is realistic enough to maintain.
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