Instagram Reels for Real Estate Agents: What’s Still Working in 2025?
If your Instagram Reels aren’t performing like they used to, you’re not alone. Instagram switched things up again in 2025, and now short-form video works best when it’s high-quality and intentional, not just flashy edits or hopping on trends.
For real estate agents, this is actually good news.
You don’t need to post daily or chase every trending sound to get noticed. These days, Instagram is all about content that’s helpful, real, and true to your brand, and that’s exactly what real estate agents are great at.
At Pivota Marketing, we work with teams and brokerages to build real, value-driven content strategies like the ones we share in our blogs. For example, our post on how to use social media to become a well-known real estate agent has some great tips to help you build trust and grow your audience.
Here’s what’s working now, what to avoid, and how to stay consistent with content that actually helps you grow your online brand.
Why Reels Still Matter in 2025
Reels aren’t going anywhere. The truth is, they’re even more important now.
Instagram’s put Reels front and center across the app in Explore, the Reels feed, and right in your followers’ main feed. That means a single great Reel can keep getting views and reach for days or even weeks.
But the game has changed: Instagram’s algorithm now prioritizes Reels that hold attention and drive meaningful engagement. That means:
Replays, not just views
Saves and shares, not just likes
Value-driven storytelling over flashy trends
Whether you’re a solo agent trying to reach buyers in your zip code or a team leader building a long-term brand, Reels keep being a powerful tool as long as they focus on quality, relevance, and authenticity.
Quality Over Quantity
The old “post every day or disappear” pressure is gone. Instagram’s latest updates reward creators who deliver thoughtful, brand-aligned content, not volume.
Before hitting “publish,” ask yourself:
“Does this Reel add value to my audience and align with my brand?”
Adding value doesn’t mean giving away your whole playbook; it means helping your audience understand or care about something.
Try Reels like:
Sharing fun facts and the stories behind them about your city. These kinds of posts have been great for building local connections.
Highlighting popular list-style videos, like “Top 5 affordable neighborhoods in [City, State],” which past clients have found success with.
Sharing local insider tips with a funny twist, such as jokes about quirky neighborhood habits or insider city jokes that click with locals and get great reactions.
You don’t need to post constantly. Even 1 Reel per week with a real takeaway will outperform daily fluff. Good Instagram Reels focus on being real and sharing simple tips and ideas that actually help your audience.
Focus on Real Estate-Adjacent Content (Not Self-Promotion)
Instagram Reels aren’t the place to sell yourself. People today can easily tell when you’re just trying to pitch them.
Instead, focus on real estate-adjacent topics that connect to your world without shouting “Hire me!”
Audiences love local, lifestyle-driven content. Try:
“3 best coffee shops to work from in [City]”
“How to prep your house for summer heat in [Region]”
“Moving to [City]? Here’s what no one tells you about the utilities.”
This kind of content positions you as an expert and community insider, showing up to serve your audience rather than market to them. Plus, these real estate-adjacent ideas translate perfectly into email newsletters, helping you build ongoing relationships and stay top of mind even when you’re not posting.
Be Honest About Your Time and Energy
If content creation isn’t your thing or you don’t have the bandwidth to post often, that’s okay. Consistency matters more than intensity.
Posting twice a month with intention beats daily posts that lead to burnout. The key is finding a rhythm that works for you and getting support when you need it.
If staying consistent feels overwhelming, you don’t have to go at it alone. At Pivota, we help real estate pros build repeatable content systems that actually fit their lives and schedules.
Whether it’s strategy, content planning, or ongoing support, we’re here to make it easier.
Want help staying visible without adding more to your plate? Let’s chat.
Lean Into Educational, Podcast-Style Content
You don’t need to show your face in every video. Some of the best Reels right now are:
Podcast-style voiceovers
Paired with simple visuals (like maps, listings, or local footage)
Short — 15 to 30 seconds
A single-shot city video with a voiceover is simple, personal, and does a great job connecting with viewers
Easy format:
Start with a curiosity-driven hook:
“Most buyers overlook this one fee…”Share the insight:
“If you’re buying in [City], don’t forget about the transfer tax.”End with a simple CTA:
“Want the full buyer checklist? DM me ‘buyer tips’.”
You can overlay this audio on:
Local neighborhood clips
Screen recordings of property searches or market updates
Simple text slides with movement
These short-form video trends show how quick, focused content can capture attention and share real value, which makes them a powerful way to connect.
Keep them watching with curiosity
Your first 3 seconds determine whether someone scrolls or stays.
Use curiosity to hook attention:
“This $200K home in [City] isn’t what it seems…”
“What most buyers don’t realize about [Neighborhood]”
“The one thing I tell every seller before listing”
You don’t need clickbait, you just need to give people a reason to pause.
Create a Series to Stay Consistent
Struggling with what to post? Start a series.
Series perform well because they’re easier to batch-create, help build viewer expectations, and keep your content consistent without having to reinvent the wheel every time.
Examples:
Local Faves Week – Spotlight small businesses
1-Minute Buyer Tips – Quick wins for first-timers
Moving Mistakes to Avoid – For renters or relocating families
Decluttering Tips – Help sellers prep their homes
What to Avoid
Avoid:
Using trending audio without a message that fits your brand
Reels with no hook, takeaway, or unclear value
Long walkthroughs with no clear direction
Videos that feel like ads
Your goal is to educate, spark interest, and build recognition, not chase trends or oversell.
Captions That Convert
Many watch without sound, so add captions. Use clear, readable text and hook viewers in the first few seconds.
Include your call-to-action on-screen and in captions to guide engagement.
Writing captions that truly convert means focusing on clarity and connection, techniques often covered in SEO strategies tailored for real estate professionals.
Reels as a Lead Gen Tool
Done right, Reels help you:
Reach new audiences organically
Stay top of mind with consistent content
Build familiarity and trust over time
Think of Reels as the “front door” of your brand, opening the path to deeper connections.
The Bottom Line
Instagram Reels aren’t dead. They’ve matured.
If you focus on quality over quantity, stay consistent, and provide value, you’ll grow your following and deepen trust. That leads to real business.
At Pivota, we help real estate pros develop Instagram strategies centered on meaningful, consistent content that converts.
Ready to stop guessing and start growing? Book a call with our team.
