Instagram Reels: how to showcase your real estate properties

real estate Instagram Reels

Capture attention from the very first second: the golden rule for selling a property on video

On Reels, you don’t have 30 seconds to convince: you have 1 to 2 seconds to avoid the swipe. Your goal isn’t to show everything, but to make people want to watch until the end… then contact you. The best approach is to think of your Reels as a mini scripted tour: a very catchy start, a simple progression (rooms, highlights, lifestyle setting), and an action-oriented ending.

In practical terms, start with a visual hook: the prettiest room, a view, a terrace, a bright entryway, a premium detail (glass partition, hardwood floors, ceiling height). Add a short text hook on screen: Renovated 2BR 2 min from the metro, Family home with south-facing garden, Top floor + unobstructed view. The viewer must immediately understand why this property deserves their attention.

Preparing the property for a Reel: what the camera amplifies (for better or worse)

Video is less forgiving than photos. In Reels, a cluttered space looks smaller, cold lighting makes the vibe less warm, a dirty floor catches the eye. Before filming, do a quick express home staging: clear countertops, align chairs, remove overly busy rugs, tidy visible cables, open curtains, turn on accent lamps (warm light).

Ideally film during the day, with as much natural light as possible. If brightness varies (dark rooms, backlighting), don’t hesitate to shoot multiple takes: you’ll choose the most readable shots in editing. And think through the path: a pleasant video follows a logic (entry → living room → kitchen → sleeping area → outdoor), rather than a succession of shots with no order.

The winning format: a short, dynamic, benefit-driven tour

A high-performing Reel isn’t an exhaustive tour. It highlights 5 to 8 elements максимум, clearly selected. The right pace: 0.5 to 1.5 seconds per shot, with a few longer shots on the major assets (view, outdoor space, living area). Alternate wide shots (understand the space) and detail shots (create desire).

Think benefits, not features. Instead of Equipped kitchen, show the countertop, the cooktop, the oven, then text: Ready-to-use kitchen. Instead of Near schools, film the quiet street, a park, then: Ideal neighborhood life. You’re selling a living experience, not just square footage.

Shots to prioritize to showcase a property (without misleading)

The temptation is strong to use an ultra-wide angle. On Reels, it can work… but beware: if the visitor discovers a smaller space in reality, disappointment can kill trust. Prefer a moderate wide angle (or a recent smartphone with 0.5x mode used sparingly) and keep verticals straight (walls that don’t lean).

A few effective shots:

– Entryway: a shot that opens the tour and gives depth.
– Living room: a smooth tracking shot from an angle that shows the volume.
– Kitchen: a three-step shot (overall view → appliances → dining nook).
– Bedroom: a wide shot + a detail (walk-in closet, headboard, view).
– Bathroom: a simple shot, very well lit, with no personal items visible.
– Outdoor: the wow shot (garden, terrace, balcony, view, pool).
– Neighborhood: 1 or 2 shots maximum (to provide context without diluting).

Sound, subtitles, and on-screen text: your secret weapon to keep viewers engaged

Many people watch without sound. Systematically add on-screen text: approximate location (without giving the address), property type, main selling point, and 1 to 2 key details (exposure, outdoor space, parking, condition). Also add subtitles if you speak to camera or in voice-over.

On the audio side, three options work:

– Trending music + on-screen text: fast, effective, very Reels.
– Voice-over: excellent for guiding, reassuring, and qualifying (fees, work needed, vibe).
– Talking to camera: perfect for humanizing the agency and building trust.

What matters: the message must be understandable even without listening. The video should be readable.

Reels scenarios that convert (and not just get views)

Performance isn’t measured only by view count, but by the quality of inquiries. Here are conversion-oriented formats:

1) Top 3 highlights

Example: Top 3 reasons to visit this 3-bedroom apartment: south-facing terrace, double living room, subway 4 min away. Three promises, three visual proofs, then a clear call to action.

2) The express tour in 15–25 seconds

A sequence of very punchy shots: entry → living room → kitchen → bedroom → outdoor space. Ideal for a large inventory, or to quickly test a listing’s appeal.

3) Before / After (if renovation)

If you have access to the before photos, mix them with shots of the after. It’s ultra engaging and very telling, especially for renovated older apartments.

4) Who is this property for?

Example: Perfect for a young couple, Ideal for remote work, Family + school within walking distance. You qualify without saying it: the right prospects recognize themselves, the others move on.

5) Premium details

A Reel focused on 6 to 10 details: hardwood floors, moldings, glass partition, fixtures, walk-in closet, home automation, view. Excellent for the high-end segment.

Optimizing the post: caption, hashtags, geolocation, and cover

The cover (thumbnail) is decisive: choose a clear, bright shot, and add very short text: House + garden, Top floor, Terrace, T3 city center. Avoid long sentences that are unreadable when small.

In the caption, keep a simple structure:

– 1 hook line (main benefit).
– 3 to 6 bullet points (area, rooms, outdoor space, parking, condition, area).
– 1 qualifying sentence (Ideal for…, Perfect if…, Worth visiting if…).
– 1 call to action (Send ‘VISIT’ via DM, Contact us for the file, Link in bio).

For hashtags, prioritize relevance over quantity: combine property type (apartment/house), city/neighborhood (if relevant), style (loft, Haussmannian), intent (investment, primary residence). Geolocation is useful, even approximate (city/area), because it improves local discovery.

Create a consistent Reels strategy: frequency, series, and reassurance

Posting a standalone Reel can work, but a regular strategy converts much better. Ideally: create recognizable series:

– Today’s express tour (3 times/week).
– The detail that changes everything (1 time/week).
– Buyer tip (1 time/week).
– Neighborhood spotlight (1 time/week).

You then become a local reference point, not just an account that posts listings. To dive deeper into the role of the format in your content plan, you can consult Integrate Reels into your real estate Instagram strategy.

Reels vs Stories: what to post where to maximize inquiries?

Reels are mainly used to reach new people (discovery, local virality, highlighting listings/mandates). Stories are used to warm up the audience (social proof, behind the scenes, answering questions, follow-ups, polls).

A simple method: post the Reel (discovery), then follow up with 3 to 6 Stories during the day:

– Story 1: New property + reuse of the cover.
– Story 2: a detail/advantage not shown in the Reel.
– Story 3: question (More terrace or balcony?).
– Story 4: CTA (Reply ‘PLAN’ to receive the floor plan).

If you want to refine the complementary use of these two formats, the article Instagram Stories and Reels, their use in real estate. provides some interesting pointers.

Common mistakes that make you lose leads (even with a great video)

Here are the mistakes that come up most often:

– Shooting too fast: you can’t understand the space, the viewer drops off.
– Too many gimmicky shots: excessive transitions, unnecessary effects, loss of credibility.
– Not showing the exterior when it exists: it’s often the #1 selling point.
– Forgetting the location (at least the area): without context, it’s hard to picture yourself there.
– No clear call to action: “for sale” isn’t enough; say what to do and how.
– Misleading promise: overused wide-angle, “close by” when it’s far away, etc.

An effective Reel is simple, easy to follow, and reflects the real experience. Trust accelerates conversion.

Measure what matters: views, retention, DMs, and lead quality

Don’t manage only by the number of views. On a real estate account, the most useful metrics are:

– Retention (how long people watch).
– Saves (a strong signal of intent).
– Shares (often to a partner, a friend).
– DMs and forms (conversion).
– The quality of inquiries (budget, area, timing).

Test different hooks on the same type of property: Top floor, South-facing terrace, Metro within walking distance. Over 3 to 5 posts, you’ll see what triggers the most qualified replies in your area.

Turn a Reel into a lead-generating machine: automation and follow-up

The real challenge isn’t just creating content, but properly managing the influx of messages. If your Reel performs, you’re going to receive info?, price?, available? in rapid succession. Without organization, you lose hot leads.

Prepare:

– Quick replies (templates) for DMs.
– A qualification method (budget, area, financing, timeline).
– A system to centralize and follow up.

On this topic, you can structure your process with How to automate the management of your real estate leads, and support it with a suitable tool via Which CRM to choose for your agency.

Build credibility: valuation, transparency, and education

The best accounts don’t just broadcast listings. They educate: how to position on a price, how to prepare an application file, what points to check during a viewing, etc. You become a local reference, which also attracts sellers.

For example, you can post advice Reels alternating with viewings: 3 mistakes that lower an offer, How to prepare for a first viewing, What DPE means in practice. And if you want to address the question of value in a modern and credible way, the topic How AI helps estimate a property’s value accurately can feed your scripts and your talking points.

Save time: repurpose a single shoot into 5 pieces of content

An on-site shoot can provide content for several Reels:

– Reel 1: quick tour (overall).
– Reel 2: focus on living room + kitchen (space, light).
– Reel 3: exterior + surroundings (lifestyle setting).
– Reel 4: Top 3 (highlights).
– Reel 5: For whom? (targeting).

Then add Stories, and you get a full week of content from a single visit. If you’re running out of ideas for variations and editorial angles, you can take inspiration from 8 inspirations for your real estate posts on ….

Should you also be on TikTok? And how do you decide without spreading yourself too thin?

Reels and TikTok are similar, but your audience and your goals may differ. If your priority is local visibility and reassurance for sellers/buyers, Instagram may be enough. If you have the time (or a dedicated person) and a more personality/behind-the-scenes angle, TikTok can become an accelerator.

To decide based on your agency’s context, the article TikTok: opportunity or waste of time will help you decide without wasting energy.

Integrate Reels into a complete social ecosystem (and avoid the one-shot effect)

An account that converts combines several channels: Reels (acquisition), Stories (relationship-building), carousel posts (education), and sometimes ads (amplification). The idea is to have a journey: discovery → trust → contact → follow-up.

To identify the most profitable platforms based on your area, your market and your target, rely on The most effective social networks for a real estate agency. And if you want an overview of managing a professional account, this Instagram for my real estate agency: complete guide can round out your approach.

Posting checklist: quality control before posting

Before you post, check:

– Is the first shot the property’s best asset?
– Does the on-screen text give the property type + main benefit?
– Is the video stable, well-lit, with no unnecessary shots?
– Do we have a minimum of context (area, vibe, key highlights)?
– Is the cover readable on mobile?
– Is the call to action explicit (DM, phone, dossier)?
– Have you planned a Stories sequence to relay the Reel?

Conclusion: a good real estate Reel is a useful tour… and a conversation trigger

The best video isn’t necessarily the most cinematic: it’s the one that makes the property obvious to the right target, and that makes the first contact easier. By polishing the hook, the storytelling, readability (text/subtitles), and especially the follow-up on inquiries, you turn Reels into a concrete lever for mandates and viewings.

Go further: optimize your visibility and your conversion

If your Reels generate views but few contacts, the problem is often after Instagram: presentation page, form, site speed, reassurance, mobile journey. To precisely identify the friction points, Take advantage of an analysis of your current site.