Ed Stulak directly addresses camera:  Are you overthinking your Instagram? Stop, it's not that difficult. 

I'm Ed Stulak, a sales associate with Real Broker in New Jersey. In 2020, about 87% of my business came directly through my Instagram account. Let's take five minutes to talk about how you can build a following on Instagram that will create loyal real estate fans.

One of my most popular Instagram posts was one where I captioned a picture of myself: 'Let this be a networking event, introduce yourself in one sentence. Tell me where you're from and what you do.' I had over 500 comments on that post. Another post that had over 500,000 views was of me dancing. Why were they so popular? Because they are authentic. As of August 2021, I have almost 50,000 follows on Instagram. Here's how you can increase your followers:

First, don't over think social media. Don't make it another job you have to do. It is part of your current one. Being on social media should be joyful. Don't be afraid to get real with the people following you on social. Are you at an open house? Have someone take a picture of you in the kitchen and write a caption about something funny that happened that day, or something about how crazy the day was. Look for opportunities to post in everyday situations. Rather than offer details about the home, offer details about yourself and the people around you. All of my posts are related to real estate, but they are about a day in the life of a real estate agent, not blatant promotions of my properties or myself.

Bring value to your audience. That's how people will talk about you more. Word of mouth is huge, and if you're active on your social media, it will spread. 

Next, a common question I get is how do you create content? How do I know what to post? There is a quote from Pablo Picasso that I love: “Good artists copy. Great artists steal.” Now, I'm not recommending you steal other people's content. But I am recommending that you go to successful real estate agent's Instagram and study it. What are they doing? You can then incorporate some of the same elements into your social media and give it your personal flair. Simply put: Take their ideas, implement them in your own way and create your own thing. 

Be authentic. If you're a casual person, don't start posting pictures of yourself in suits. If you enjoy fishing, use that in your Instagram. Maybe you're out fishing, and you are passing a waterfront house that's for sale. Take a picture of the house and write a caption that describes the house but also gets across the fact that you are doing what you love. For example: Saw this house and had to put away my fishing pole to get a quick picture of that fabulous 4,000 sq ft home for sale. Love the huge backyard!

Finally, engage with your followers. Show them your love and support. Comment on their posts, send them direct messages. Call them. If someone reaches out to me personally, I spend the next five minutes going through their account. Who are they? What do they do? Then, I send an audio message or video message and say, “Hi Sally, thanks so much for reaching out. I appreciate your support. I see you're in the city next to mine. If there's anything I can do to help you out with your Instagram, your brand or real estate, let me know. Sally, it's a pleasure to connect!

Most likely, Sally will engage because I sent her something that was super personalized. It only takes me a few minutes to invest into that connection. So, be personable with your followers, respond to messages, take a moment to check out their accounts and follow them back. Like and comment on their posts. It's as simple as that. 

A lot of people are on Instagram these days. Rather than only scroll through other people's posts, create some of your own. Be consistent, aim for one every day or every few days. Show your hobbies, your personality and your commitment to real estate. Do that and the followers will come.