We analyzed 1,000+ real estate agents across 40+ U.S. markets to find out what content drives engagement and leads. Here's what the data says.
Our analysis found that carousel posts outperform all other static content formats by 67% on Instagram. While static images average just 1.47% engagement, carousels consistently hit 4.1%.
Why? Carousels keep people swiping. The algorithm sees this as engagement and shows your post to more people. They're perfect for:
Our templates include carousel-ready designs for market stats, tips, and educational content that get saved and shared.
See our carousel templates →Based on analysis of 1,000+ real estate agent accounts
| Content Format | Avg Engagement | Best Use Case |
|---|---|---|
| Carousels | 4.1% | Educational content, step-by-step guides |
| Reels | 3.0% | Property tours, tips, personality |
| Static Images | 1.47% | Listing photos, quick updates |
| Pure Listing Posts | 0.5-1% | New listings only |
Carousels, tips, and educational content that actually gets saved and shared.
Here's what surprised us most: behind-the-scenes and personal content consistently outperforms pure listing posts. We're talking 3-5% engagement vs. just 1-2% for property-only posts.
One Orlando agent we studied saw minimal follower growth when posting home walkthroughs. It was only when he "turned the camera on himself" that his following exploded. People started recognizing him on the street.
"People started coming up to me saying 'I know you - I've seen you around.'" — Trevor Brown, Orlando Agent
The pattern is clear: people hire people, not property photos. Content that shows your personality, your process, and your expertise builds trust faster than another listing post.
Our template pack includes "Meet the Agent" and testimonial templates that help you share your story professionally.
View personal branding templates →Tips for buyers, sellers, and investors perform 10x better than pure listing content on LinkedIn and 2-3x better on Instagram.
Why? Educational content positions you as a trusted advisor rather than a salesperson. When someone's ready to buy or sell, they remember the agent who taught them something — not the one who just posted another "Just Listed" graphic.
Top performing educational content includes:
We've built Home Tips, Market Stats, and educational carousel templates specifically for this high-performing content type.
Get educational templates →What top-performing agents post each week
Key insight: Most agents post 80%+ listing content. Top performers flip this ratio — only 20% of their content is property listings.
50+ ready-to-post templates. Just add your photo and info.
Here's encouraging news: mid-tier accounts consistently outperform mega-influencers in engagement percentage.
Accounts with 10K-50K followers average 2-4% engagement, while agents with millions of followers often see just 0.15-1%. Ryan Serhant, with 3M followers, averages only 0.15% engagement.
This means newer agents can compete effectively by focusing on quality content that resonates with their local market. A smaller, engaged audience beats a large, passive one every time.
The data is clear: Engagement rate matters more than follower count. Focus on creating content your local audience actually wants to save and share.
Where real estate agents see the best results
The dominant platform for real estate. Carousels and Reels significantly outperform static posts.
Lower engagement but essential for local community building. 92% of agents use it.
Only 15% of agents use it, but those who do see strong results. Favors authenticity.
The most important signal on Instagram. When someone saves your post, it tells the algorithm your content is valuable.
Extends your reach organically. Educational and local content gets shared most.
Shows genuine interest in working with you. More valuable than passive likes.
Direct lead generation. The ultimate goal of all your content.
After analyzing 1,000+ agents across 40+ markets, the patterns are clear:
Carousels and educational content dramatically outperform static listing posts
Personal branding matters more than property promotion
Engagement rate beats follower count — newer agents can compete
Consistency with the right content mix drives results
Our templates are designed around this research. Carousels for tips, templates for personal branding, designs that get saved and shared.
Get All Templates for $1950+ templates built on real engagement data. Instant access.